February 28, 2009



“For a product or service of your own choice, complete a QFD matrix that relates customer requirements to design characteristics. Justify your entry.”

For this exercise I have chosen the process of designing a TV Series for a Young Public Audience

1)     Importance of Design Process on a new TV series ?

“The purpose of QFD is to try to ensure the design of the product or services meet the perceived needs of customers”.

TV Series is one product that has on the last years improved its popularity so much that in fact it has cannibalised cinema movies market. But due to the high leisure competence this market faces daily, and the increasingly levels of exigencies from customers, the design phase is getting more important every day. Creating a TV Series can be really profitable (if it lasts enough) or a complete disaster (if it only lasts a few chapters), and the key to be successful is (1) to emotionally connect with the audience from the beginning and (2) assure this emotional link doesn’t loss strength through the life of the product.

In fact TV Series Industry is a derivation from movies sector, with two main advantages:

* It is a way of reducing the huge risk of cinema movies (you begin to get revenue once to have all the risks incurred), as you can get revenues from chapter 1, and you don’t have to finish the product (whole series)

* Design phase doesn’t end before the product begins to be “build”, in fact there is a retro feedback process that allows to revaluate the design on a weekly basis,

TV Series Redesign

2)     QFD Analysis – WHAT?

Step 1 – Identify customer requirements

As potential audience is young population, their key requirements could be leisure related (music, videogames, computing), social networks, dealing with youth social issues (relations with parents, first love relations, approach to sex, school or high school), sports, etc


Step 2 – Competitive Scores

Competitive Scores

Step 3 – Key Design Characteristics


Step 4 – Relation between What and How


Step 5 – Technical Assessment


Step 6 – Correlation between design characteristics



On TV Series value chain, designing process is inherent to almost all the stages, as it must not only assure it reflects the customer requirements at the beginnig., but it also must evolve according customer need through the whole life of the product.


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