Men wallet market has developed a lot with many market players offering different kinds of product but somehow feature similar and unchanged functions. Timberland which has successful business in shoes, clothes and accessories with bigger proportion of product categories offered for male consumers, wants to acquire more consumers for accessories category with men-wallet as a driving product range. Timberland, therefore would like to launch a newly designed wallet that can make its product stand out from the crowd and win consumers’ hearts. Accordingly, the company requests its Marketing team to come up with a comprehensive product concept with evident of consumer insight to cooperate with Product Design team to design an innovative product in such a mature market. Hired by Marketing department of Timberland as consulting team for this project, we have observed the market, met and talked to consumers, taken notes of their voice in two extensive weeks and now come up with a report and proposal for a new men wallet concept with suggested improvement from existing offers of Timberland. This report presents our findings and recommendations reflecting systematically taken steps in detailed throughout the project time from real data collection, thorough analysis empowered by scientific methods and models. The structure of the report is starting with consumers insights collected via depth interviews, of which information is analyzed and synthetized into customer requirements and then are tested in a massive quantitative research. The collected data, afterward is processed to point out key customers’ requirements, weight of their importance, positions of Timberland product on the market in comparison with alternatives for each different functionalities and attributes of the product. All in all, we offer suggestion for wallet’s attributes to allow Timberland meet the expectation of customers and better satisfy them with a new product design.

2. 1
TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................3
PRODUCT DEVELOPMENT PROCESS...............................................................................4
Step 1: Identification of the Customer Requirements (CRs) ...........................................4
Step 2: Building the Kano Questionnaire ..........................................................................7
Step 3: Field work ................................................................................................................8
Step 4: Data Tabulation and Kano Evaluation Table.......................................................9
Step 5: Categorization of Customer Requirements ........................................................14
Step 6: Calculation and Customer Satisfaction Coefficients..........................................16
Step 7: The Market-perceived Quality profile ................................................................20
Step 8: Functional Analysis: Classification and Hierarchy............................................23
Step 9: FAST Diagram.......................................................................................................25
Step 10: Quality Function Development ..........................................................................26
Step 11: Attribute Template Analysis for Internal and External Elements .................30
Step 12: Emotional Design Considerations......................................................................32
CONCLUSION........................................................................................................................33
REFERENCES.......................................................................................................................34
APPENDIX .............................................................................................................................35
DEPTH INTERVIEW GUIDE .........................................................................................35

3. 2
LIST OF FIGURES AND TABLES
FIGURES
Figure 1: Impact of Customer Requirements on Satisfaction - Dissatisfaction.......................18
Figure 2: FAST Diagram: Men Wallet ....................................................................................25
Figure 3: House of Quality ......................................................................................................29
TABLES
Table 1: Voice of consumer (VOC) and Customer Requirements (CR) ...................................6
Table 2: Kano Questionnaire .....................................................................................................8
Table 3: Kano Evaluation Categories ........................................................................................9
Table 4: Tabulation Kano Questionnaire.................................................................................10
Table 5: Self-stated importance questionnaire.........................................................................12
Table 6: Relative Importance Score.........................................................................................13
Table 7: Categorization of Customer Requirements................................................................15
Table 8: Calculation of satisfaction and dissatisfaction coefficients for each CR...................17
Table 9: Market Perceived Quality Profile for Men Wallet ....................................................19
Table 10: Performance Score (Perf.Sc) for Alternative Brands of Men Wallet ......................21
Table 11: Market Perceived Quality Profile for Men Wallet ..................................................22
Table 12: List and Classification of product functions............................................................24
Table 13: Technical Requirements ..........................................................................................26
Table 14: Attribute Dependency Forecast Matrix ...................................................................30

4. 3
INTRODUCTION
Men wallet market has developed a lot with many market players offering different kinds of
product but somehow feature similar and unchanged functions. Timberland which has
successful business in shoes, clothes and accessories with bigger proportion of product
categories offered for male consumers, wants to acquire more consumers for accessories
category with men-wallet as a driving product range. Timberland, therefore would like to
launch a newly designed wallet that can make its product stand out from the crowd and win
consumers’ hearts. Accordingly, the company requests its Marketing team to come up with a
comprehensive product concept with evident of consumer insight to cooperate with Product
Design team to design an innovative product in such a mature market.
Hired by Marketing department of Timberland as consulting team for this project, we have
observed the market, met and talked to consumers, taken notes of their voice in two extensive
weeks and now come up with a report and proposal for a new men wallet concept with
suggested improvement from existing offers of Timberland.
This report presents our findings and recommendations reflecting systematically taken steps in
detailed throughout the project time from real data collection, thorough analysis empowered
by scientific methods and models. The structure of the report is starting with consumers
insights collected via depth interviews, of which information is analyzed and synthetized into
customer requirements and then are tested in a massive quantitative research. The collected
data, afterward is processed to point out key customers’ requirements, weight of their
importance, positions of Timberland product on the market in comparison with alternatives for
each different functionalities and attributes of the product. All in all, we offer suggestion for
wallet’s attributes to allow Timberland meet the expectation of customers and better satisfy
them with a new product design.

5. 4
PRODUCT DEVELOPMENT PROCESS
Step 1: Identification of the Customer Requirements (CRs)
As a starting point of our study, we want to see what features were needed or not needed in a
wallet for men, and so we started doing in-depth interviews in order to find out what customers
really wanted in a wallet. The interviews lasted for about 30 minutes each and as we asked
questions to the respondents we also recorded some of the physical and psychological reaction
they had during the interview.
In terms of sample, we chose to focus mostly on young consumers from students to young
working adults as it was the best way for us to find the best suited answers to our study;
therefore we focused on the 22 to 35 years old. In addition, our group had the chance to be
composed of French and Vietnamese students so this allowed us to expand our sample by
taking into account French and Vietnamese young adults into our study.
Some images of consumers’ current wallets:
Based on the answers we gathered from the interviews we managed to compile a list of various
ideas and voices of the respondents from which we constructed the VOC and CRs in the list
below:

6. 5
Voice of Consumer (VOC) Customer Requirements (CRs)
The wallet has simple decoration Simple design & decor detail
Simple design but fancy Simple design, has to look fancy
Some wallet using synthetic leather but still
more expensive than others
Good looking material
I want a wallet made of real leather Leather Material
The cover of wallet is changeable so that I can
change different cover color matching different
types of clothes without having to move all
inside stuffs
Separate cover and inner
I have a lot of cards; I hope my wallet has
enough pockets to stores all of them.
Addable/removable slots for cards
Make pockets inside the wallet accessible and
intuitive by having place to store everything
Include numerous pockets an storage
space
Has to facilitate metro travel in Paris Include pocket to store travel card
(Navigo)
The small wallet is still big in my pant pocket. More wallet size for body form
I have some a little bit bigger cards which cannot
put in the wallet like my driver license or ID
cards.
Smaller pocket sizes
It has to fit tidily in my hand Male hand-fit size
The wallet need to be thin to be placed in the
back pocket of my jeans/ pants
Thin & match with pan pocket size
Wallet needs to fit in a coat or suit Thin and match standard inner pocket in
coat or suit
The wallet has to be tidy & simply so that I can
bear in my hand
Male hand-fit size
I often don't know where my wallet is. Notification function to find the wallet
Wallet has navigation function linked to my
phone. So when I lose or forget, I can find it
Connection to phone
The wallet has a chip which helps connect with
phone via Bluetooth to remind me if my wallet is
10m far away from me
Bluetooth connection with phone
My previous wallet doesn't have coin pocket. Slot with zip for storing coins
I have some important card that I want to store in
a pocket with zip.
Protector storage
Wallet has function to alert me the remaining
amount of money in it
Money sensor and connected to phone
Must have compartments for ID/Drivers card Transparent/see Materials
I need a wallet with transparent pocket; so I can
show some card without taking it out.
Transparent slot
My cards are never in orders, it's difficult to find
the right cards.
Card information appear clearer

7. 6
It take time when I want to take a card from the
wallet.
Fast draw card function
Real material Leather Material
After use for a period time, my wallet changes
the form, it looks ugly
strong and resistant material
There's one divide of the wallet that is
waterproofed so I can put my personal papers
(ID,etc.) in without worrying when it rains or
wallet fall into water
Waterproof part inside
I hope there’s place to store the condom safely in
my wallet.
Pocket for personal stuffs
I use cash a lot, I hope to find the right note
easier.
Clipper for holding cash
Table 1: Voice of consumer (VOC) and Customer Requirements (CR)

8. 7
Step 2: Building the Kano Questionnaire
For each customer requirement we had, we associated a functional as well as a dysfunctional question, in order to build a proper Kano
questionnaire.
Functional I like it
this way
I expect
it this
way
I am
neutral
I can live
with it
I dislike it
this way
If you have a wallet with simple design, how do you feel?
1
2 3 4 5
If you have more than 6 card slots in your wallet, how do you feel? 1 2 3 4 5
If you have options of wallet size in the same design to choose from, how do you
feel?
1 2 3 4 5
If you can find your wallet by notification and navigation function linked to your
smartphone, how do you feel?
1 2 3 4 5
If you can store your important stuffs in a protector slot with zip, how do you feel? 1 2 3 4 5
If you can know how much money left in the wallet through a counting function
connected with your smartphone, how do you feel?
1 2 3 4 5
If you can see your card information through a transparent slot inside, how do you
feel?
1 2 3 4 5
If your wallet is made of strong and fined material, how do you feel? 1 2 3 4 5
If you can store coins separately inside your wallet, how do you feel? 1 2 3 4 5
If you can change your wallet's cover, how do you feel? 1 2 3 4 5
If you can change the number of slots in your wallet, how do you feel? 1 2 3 4 5
If your wallet has a waterproof slot inside, how do you feel? 1 2 3 4 5
If you can fast withdraw cards out of your wallet, how do you feel? 1 2 3 4 5
If you can fast withdraw money out of your wallet, how do you feel? 1 2 3 4 5
If you can check-in metro or work office quickly without taking your cards out of
the wallet, how do you feel?
1 2 3 4 5

9. 8
Dysfunctional I like it
this way
I expect
it this
way
I am
neutral
I can live
with it
I dislike it
this way
If you have a wallet with complicated design, how do you feel? 1 2 3 4 5
If you have fewer than 6 card slots in your wallet, how do you feel? 1 2 3 4 5
If you have one option of wallet size to choose from, how do you feel? 1 2 3 4 5
If your wallet does not have the function of notification and navigation linked to
your smartphone, how do you feel?
1 2 3 4 5
If your wallet does not have a protector slot with zip, how do you feel? 1 2 3 4 5
If your wallet does not have counting function connected with your smartphone
letting you know much money left in the wallet, how do you feel?
1
2 3 4 5
If your wallet does not have a transparent slot inside, how do you feel? 1 2 3 4 5
If your wallet is made of soft material, how do you feel? 1 2 3 4 5
If your wallet has no coin containing slot inside, how do you feel? 1 2 3 4 5
If the cover of your wallet is fixed, how do you feel? 1 2 3 4 5
If the number of your wallet's slot is fixed, how do you feel? 1 2 3 4 5
If your wallet has no waterproof slot inside, how do you feel? 1 2 3 4 5
If you cannot fast draw cards out of your wallet, how do you feel? 1 2 3 4 5
If you cannot fast draw money out of your wallet, how do you feel? 1 2 3 4 5
If you need to take your cards out of the wallet to check-in metro or work office,
how do you feel?
1 2 3 4 5
Table 2: Kano Questionnaire
Step 3: Field work
We used email and social media to spread our Qualtrics Survey to male samples in the age range of 22 to 35. The survey went on from the 22nd
of
March until the 27th
of March. We also decided to make it into three different languages (English, French, Vietnamese), as out team was made out
of different nationalities, we wanted to be able to reach as many people as possible.

10. 9
Step 4: Data Tabulation and Kano Evaluation Table
Finishing the Kano survey, we have consumers’ response to the functional and dysfunctional
statements designed for 15 requirements. Afterward, these responses have been synthetized
and calculated to determine which category a customer requirement falls under out of 5
categories following Kano’s theory. Those 5 categories are:
Category Rate Explanation
A Exciter 5 Attractive quality requirements - the most influent on
the customer willingness to buy, providing unexpected
excitement and satisfaction
M Mandatory 3 Must-be quality requirements - representing the
minimum features for the product
O Linear 4 One-dimension requirements - desirable and expected
by the consumers
R Reserve 1 Reverse quality requirements - that the consumer will
be dissatisfied with
I Indifferent 2 Indifferent quality requirements - that are not
indispensable to the product
Table 3: Kano Evaluation Categories
Then we calculated frequency distribution for 15 Customer Requirements. Table 4 below
presents the answers obtained for each requirement. In analysing the Table, it is notable that
CR13 (Fast Withdraw Card function) is identified as Attractive with 32% of surveyed
consumers evaluated so. CR1 and CR8 are determined to be ‘one-dimensional’ requirements
since this category has the highest frequency of 47% for both those 2 requirements. In other
words, ‘Simple design’ and ‘Strong, fined materials’ are desirable and expected by consumers
for a men wallet. In addition, all of the remaining requirements are evaluted as ‘Indifferent’.
This is totally in line with the insight that the team collected from the depth interview that the
motivation of consumers to buy a wallet is to ‘contain money & cards’ and the most frequent
associated image of a wallet is money. As a consequence, additional functions to the wallet
are considered as indispensable to this product.

11. 10
Customer
Requiremen
ts
Description A M O R Q I Total Grade
CR1 Simple design 10 2 18 1 1 6 38 O
26% 5% 47% 3% 3% 16% 100%
CR2 More than 6 card slots 6 2 3 4 1 22 38 I
16% 5% 8% 11% 3% 58% 100%
CR3 Options of wallet size in the same design 11 3 5 2 3 14 38 I
29% 8% 13% 5% 8% 37% 100%
CR4 Notification & navigation sensor connect with phone 12 2 2 4 1 17 38 I
32% 5% 5% 11% 3% 45% 100%
CR5 Slots with zip to important stuffs 7 2 7 5 2 15 38 I
18% 5% 18% 13% 5% 39% 100%
CR6 Money counting function connect with phone 11 2 0 8 1 16 38 I
29% 5% 0% 21% 3% 42% 100%
CR7 Transparent slot 3 4 2 10 2 17 38 I
8% 11% 5% 26% 5% 45% 100%
CR8 Strong, fined materials 8 1 18 2 1 8 38 O
21% 3% 47% 5% 3% 21% 100%
CR9 Coin storage slots 4 1 6 7 3 17 38 I
11% 3% 16% 18% 8% 45% 100%
CR10 Changeable wallet cover 5 0 0 10 2 21 38 I
13% 0% 0% 26% 5% 55% 100%
CR11 Changeable slots (more or less slots for cards or money) 4 0 1 10 1 22 38 I
11% 0% 3% 26% 3% 58% 100%
CR12 Waterproof slots inside 10 0 6 4 0 18 38 I
26% 0% 16% 11% 0% 47% 100%
CR13 Fast withdraw card function 12 3 8 4 1 10 38 A
32% 8% 21% 11% 3% 26% 100%
CR14 Fast access money function 9 0 11 4 0 14 38 I
24% 0% 29% 11% 0% 37% 100%
CR15 A non-RFID (Radio-frequency identification) blocking material/
pocket
9 1 2 9 1 16 38 I
24% 3% 5% 24% 3% 42% 100%
Table 4: Tabulation Kano Questionnaire

12. 11
Relative Importance of Consumer Requirements
In order to understand further which requirement will bring more satisfaction to consumers if approved, we request consumers to state their
‘importance rating’ for each requirement on a one-to-nine scale (1 – not at all important, 9 – extremely important). The questions are indicated in
Table 5 below:
Consumers Requirements (CRs) Not at all
important
Somewhat
important
Important Very
Important
Extremely
Important
CR1: How important is it or would it be if you have a wallet
with simple design?
1 2 3 4 5 6 7 8 9
CR2: How important is it or would it be if you have more than
6 card slots in your wallet?
1 2 3 4 5 6 7 8 9
CR3: How important is it or would it be if you have options of
wallet size in the same design to choose from?
1 2 3 4 5 6 7 8 9
CR4: How important is it or would it be if you can find your
wallet by notification and navigation function linked to your
smartphone?
1 2 3 4 5 6 7 8 9
CR5: How important is it or would it be if you can store your
important stuffs in a protector slot with zip?
1 2 3 4 5 6 7 8 9
CR6: How important is it or would it be if: you can know how
much money left in the wallet through a counting function
connected with your smartphone?
1 2 3 4 5 6 7 8 9
CR7: How important is it or would it be if: you can see your
card information through a transparent slot inside?
1 2 3 4 5 6 7 8 9

13. 12
CR8: How important is it or would it be if: your wallet is
made of strong and fined material?
1 2 3 4 5 6 7 8 9
CR9: How important is it or would it be if: you can store
coins separately inside your wallet?
1 2 3 4 5 6 7 8 9
CR10: How important is it or would it be if: you can change
your wallet's slot or cover?
1 2 3 4 5 6 7 8 9
CR11: How important is it or would it be if: you can increase
or decrease your wallet's slots?
1 2 3 4 5 6 7 8 9
CR12: How important is it or would it be if: your wallet has a
waterproof slot inside?
1 2 3 4 5 6 7 8 9
CR13: How important is it or would it be if: you can fast
withdraw cards out of your wallet?
1 2 3 4 5 6 7 8 9
CR14: How important is it or would it be if: you can fast
withdraw money out of your wallet?
1 2 3 4 5 6 7 8 9
CR15: How important is it or would it be if: you can check-in
metro or work office quickly without taking your cards out of
the wallet?
1 2 3 4 5 6 7 8 9
Table 5: Self-stated importance questionnaire
Calculating the average value for each requirement, we have the Relative Importance of 15 Customer Requirements in Table 6:

14. 13
Consumer
Requirements
Descriptions
Average
Importance Score
CR1 Simple design 6.5
CR2 More than 6 card slots 4.5
CR3 Options of wallet size in the same design 4.8
CR4 Notification & navigation sensor connect with phone 5.3
CR5 Slots with zip to important stuffs 4.1
CR6 Money counting function connect with phone 3.7
CR7 Transparent slot 3.8
CR8 Strong, fined materials 7.4
CR9 Coin storage slots 4.2
CR10 Changeable wallet cover 3.2
CR11 Changeable slots (more or less slots for cards or money) 3.4
CR12 Waterproof slots inside 5.2
CR13 Fast withdraw card function 5.3
CR14 Fast access money function 5.5
CR15 A non-RFID (Radio-frequency identification) blocking
material/ pocket
5.5
Table 6: Relative Importance Score
From this table, it is clear that CR8 is considered as the most crucial requirement and followed
by CR1, which is totally consistent to the result of Kano analysis above (O category). These
two attributes should be paid special attention when we design new product to satisfy
consumers. Similarly, CR13 which falls into category A is also perceived as an essential
requirement.
Other important requirements include CR14, CR15, CR4, CR12 although are seen as
Indifferent attributes, still play an important position in the eyes of consumers. These also
valuable to be considered for designing phase as well.

15. 14
Step 5: Categorization of Customer Requirements
Before analyzing deeper, it is crucial to categorize Customer Requirements and to know if the
customer requirements identified are relevant. Thus, we conduct the analysis of the following
coefficient items:
• Proportion of respondents: calculating the percentage of respondents who classified
each requirement in a specific quality category. Each requirement has a dominant
particular quality dimention as shown by its frequency in Table 4.
• Category strength: calculating the difference of percentage between the highest
category and the second highest. There is no customer requirement very close to the
second one preferred. C13 which is categorised as Attractive attribute has the lowest
category strength, which indicates the small difference of 5.26% between ‘A’ and ‘I’
categories. Both CR1 and CR8 have fairly high category strength with over 20%.
• Total Strength: calcultating the total percentage of attractive, one-dimensional and
must-be responses. This ratio allows us to have a global view on the extent that
consumers are favorable to each requirement, which gives us a clearer vision of
consumers’ expectation. The three important requirements of ‘O’ and ‘A’ categories–
CR1, CR8, CR13 have the highest percentages at 79%, 71%, 61%, respectively. Among
requirements in the ‘I’ category, CR3 and CR13 has fairly high percentage of total
strength with 50% for the former and 53% for the latter, which is also consistent with
the Relative Importance Score above and gives us a wider suggestion to necessary
attributes to be included for our product.
Table 7 gives result of above-mentioned data:
Customer
Requirements
Descriptions Grade Classification
Agreement
Category
Strength
Total
Strength
Q
CR1 Simple design O 47.37% 21.05% 79% 3%
CR2 More than 6 card
slots
I 57.89% 42.11% 29% 3%
CR3 Options of wallet
size in the same
design
I 36.84% 7.89% 50% 8%
CR4 Notification &
navigation sensor
connect with phone
I 44.74% 13.16% 42% 3%

16. 15
CR5 Slots with zip to
important stuffs
I 39.47% 21.05% 42% 5%
CR6 Money counting
function connect
with phone
I 42.11% 13.16% 34% 3%
CR7 Transparent slot I 44.74% 18.42% 24% 5%
CR8 Strong, fined
materials
O 47.37% 26.32% 71% 3%
CR9 Coin storage slots I 44.74% 26.32% 29% 8%
CR10 Changeable wallet
cover
I 55.26% 28.95% 13% 5%
CR11 Changeable slots
(more or less slots
for cards or money)
I 57.89% 31.58% 13% 3%
CR12 Waterproof slots
inside
I 47.37% 21.05% 42% 0%
CR13 Fast withdraw card
function
A 31.58% 5.26% 61% 3%
CR14 Fast access money
function
I 36.84% 7.89% 53% 0%
CR15 A non-RFID
(Radio-frequency
identification)
blocking material/
pocket
I 42.11% 18.42% 32% 3%
Table 7: Categorization of Customer Requirements

17. 16
Step 6: Calculation and Customer Satisfaction Coefficients
At the stage, we calculate the coefficients for 2 scenarios:
• Better (satisfaction) scenario: show a positive sign to indicate satisfaction, meaning the extent of consumers’ higher gratification from
purchasing our product with each tested attribute, when their perception of attractive (A) and one-dimensional (O) elements is increased.
This coefficient ranges from 0 to 1.
• Worse (dissatisfaction) scenario: show a negative sign to indicate dissatisfaction, meaning how much customers’ satisfaction will decrease
when we do not provide a specific feature. This coefficient ranges from 0 to 1, in which the highest (more negative) worse scores are
preferred because these prevent the most customer dissatisfaction.
Table 8 below presents results of those two coefficients
Customer
Requirement
Description A M O R Q I
Satisfaction
(A+O)/(A+O+M+I)
Dissatisfaction
(O+M)/(A+O+M+I)
CR1 Simple design 10 2 18 1 1 6 0.77778 0.55556
CR2 More than 6 card slots 6 2 3 4 1 22 0.27273 0.15152
CR3 Options of wallet size in the same design 11 3 5 2 3 14 0.48485 0.24242
CR4 Notification & navigation sensor connect
with phone
12 2 2 4 1 17 0.42424 0.12121
CR5 Slots with zip to important stuffs 7 2 7 5 2 15 0.45161 0.29032
CR6 Money counting function connect with
phone
11 2 0 8 1 16 0.37931 0.06897
CR7 Transparent slot 3 4 2 10 2 17 0.19231 0.23077

18. 17
CR8 Strong, fined materials 8 1 18 2 1 8 0.74286 0.54286
CR9 Coin storage slots 4 1 6 7 3 17 0.35714 0.25000
CR10 Changeable wallet cover 5 0 0 10 2 21 0.19231 0.00000
CR11 Changeable slots (more or less slots for
cards or money)
4 0 1 10 1 22 0.18519 0.03704
CR12 Waterproof slots inside 10 0 6 4 0 18 0.47059 0.17647
CR13 Fast withdraw card function 12 3 8 4 1 10 0.60606 0.33333
CR14 Fast access money function 9 0 11 4 0 14 0.58824 0.32353
CR15 A non-RFID (Radio-frequency
identification) blocking material/ pocket
9 1 2 9 1 16 0.39286 0.10714
Table 8: Calculation of satisfaction and dissatisfaction coefficients for each CR
The satisfaction and dissatisfaction coefficients for 15 customer requirements in Table 8 above can be illustrated visually in Figure 1 below. From
the graphic, it is clearly seen that for men-wallet, among tested requests, there is no must-be requirements. This is understandable from the
fundamental purpose of using a wallet is containing money and personal papers. The one-dimensional requirements are essential to the customers’
acceptance of our product. The presence of simple design (CR1), strong and fined materials (CR8) represents the key performance characteristics
that are appealing to consumers when considering alternative products. Those two attributes satisfy consumers’ experience. Additionally, there are
two attractive requirements that could be used to differentiate our wallet from those of rivals. These delighters are: Fast withdraw card function
(CR13) and Fast access money function (CR14).
Finally, there are elevent remaining customer requirements that are below both satisfaction and dissatisfaction line. Those attributes include:
(CR2) More than 6 card slots, (CR3) Options of wallet size in the same design, (CR4) Notification & navigation sensor connect with phone, (CR5)
Slots with zip to important stuffs, (CR6) Money counting function connect with phone, (CR7) Transparent slot, CR9: Coin storage slots, (CR10)

19. 18
Changeable wallet cover, (CR11) Changeable slots, (CR12) Waterproof slots inside, (CR15) A non-RFID blocking material/ pocket. This implies
that consumers do not really care if these attributes are included in our product or not. Thus, we do not really need to incorporate those
characteristics into our new product.
Figure 1: Impact of Customer Requirements on Satisfaction - Dissatisfaction
Importance Ratings by Adjustment Factor
In order to reinforce our decision concerning the features we choose to add to our product, we calculate another importance ratings called ‘revealed
importance’ by Adjustment Factor method. Adjustment factor is the highest absolute value from Satisfaction and Dissatisfaction indexes calculated
CR2: More than 6 card slots
CR3: Options of wallet size in
the same design
CR4: Notification & navigation
sensor connect with phone
CR5: Slots with zip to important
stuffs
CR6: Money counting function
connect with phone
CR7: Transparent slot
CR9: Coin storage slots
CR10: Changeable wallet cover
CR11: Changeable slots
CR12: Waterproof slots inside
CR15: A non-RFID blocking
material/ pocket

20. 19
in Table 8 above. This value indicates the importance of the customer requirement given that this CR produces the most satisfaction when present
or the highest dissatisfaction when absent. This method infers importance by measuring how strongly, satisfaction with a specific attribute rates to
overall satisfaction. Table 9 below presents customer requirements in the order from the highest to the lowest adjustment factor.
Customer
Requirement
Description
Satisfaction
(A+O)/(A+O+M+I)
Dissatisfaction
(O+M)/(A+O+M+I)
Adjustment
Factor
CR1 Simple design 0.77778 0.55556 0.777777778
CR8 Strong, fined materials 0.76471 0.52941 0.764705882
CR13 Fast withdraw card function 0.60606 0.33333 0.606060606
CR14 Fast access money function 0.58824 0.32353 0.588235294
CR3 Options of wallet size in the same design 0.48485 0.24242 0.484848485
CR12 Waterproof slots inside 0.47059 0.17647 0.470588235
CR5 Slots with zip to important stuffs 0.45161 0.29032 0.451612903
CR4 Notification & navigation sensor connect with phone 0.42424 0.12121 0.424242424
CR15 A non-RFID (Radio-frequency identification) blocking material/ pocket 0.39286 0.10714 0.392857143
CR6 Money counting function connect with phone 0.37931 0.06897 0.379310345
CR9 Coin storage slots 0.35714 0.25000 0.357142857
CR2 More than 6 card slots 0.27273 0.15152 0.272727273
CR7 Transparent slot 0.19231 0.23077 0.230769231
CR10 Changeable wallet cover 0.19231 0.00000 0.192307692
CR11 Changeable slots (more or less slots for cards or money) 0.18519 0.03704 0.185185185
Table 9: Market Perceived Quality Profile for Men Wallet
This method once again confirms that three requirements namely CR1, CR8 and CR13 are important to satisfy consumers, so we decide to
incorporate them into our product.

21. 20
Step 7: The Market-perceived Quality profile
It is utmost important to put into carefull consideration of competitors’ offerings and how they are perceived by target customers. We, therefore,
compare quality ratings for our product versus key competitors’ products. In order to conduct the comparison, we have taken the following steps:
❖ Define basic criteria that set boundaries for alternative product search:
• Price: between $25 and $30
• Material and design: leather, dark color
• Consumers’ review: ranked from 4 out of 5 stars on Amazon; purchased by 200 consumers or above
❖ Select competing brands: With above mentioned selection parameters and searching on Amazon.com, we have come up with 3 brand
options with their corresponding product models: Levi’s extra capacity slim fold, Columbia Men wallet, Tommy Hilfiger Men Wallet.
❖ Select critical customer requirements to consider and compare alternative brands: from above steps, three requirements: Simple design
(CR1), Strong fined material (CR8), and Fast withdraw card function (CR13) are confirmed to play a significant role in satisfying
consumers. We, therefore, put those three requirements under consideration when comparing our brand with three competing ones.
❖ Evaluate performance score: analyzing comments of more than 200 consumers for each brand on Amazon, we got scores evaluating
performance of four wallet brands and calculated the average scores. The assessment range is on a scale from 1 to 10, where 1 indicates
the lowest performance and 10 indicate the highest performance.
Table 10 shows the pricing and capacity characteristics along with the scores for each requirement for three competitor products and our product:

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Product
overview
Levi's Extra
Capacity Slim fold
Perf.
Score
Columbia Men
Wallet
Perf.
Score
Tommy Hilfiger
Men Wallet
Perf.
Score
Timberland Men
Wallet (our brand)
Perf.
Score
Pricing (US$) 25.99 25.60 22.95 25.99
Capacity 9 6 5 6
Key Features
Simple design YES 6 YES 6 YES 8 YES 6
Strong, fined
materials
YES 8 NO 0 YES 8 NO 0
Fast withdraw
card function
NO - NO 0 YES 4 NO 0
Table 10: Performance Score (Perf.Sc) for Alternative Brands of Men Wallet
As a final step, we calculate the market perceived quality profile based on relevant necessary ratios:
• Customer Weights: weights that consumers provide and reflect the relative importance of each of the customer requirements. This
calculating using consumers’ importance rates assigned for three selected CRs using a 100 points constant sum scale.
• Performance evaluation of our product: taken from table 10 above
• Performance evaluation of average competitors: the mean average of the performance scores for competitors’ products.
• The weight of the Ratio between our product and competitors’ product in the eyes of customers for each CR is presented in the last column.
The Market-perceived quality score is the total of partials in this column.

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Table 11 below presents results of all ratios explained above:
Customer Requirements
Customer
Weights
(1)
Performance
Our Product
(2)
Performance
Average Competitors
(3)
Ratio
Our/Competitors
(4)
Customer Weight x Ratio
(1) x (4)
Simple design 34 8 6.67 1.2 40.84388186
Strong, fined materials 38 6 5.33 1.125 43.19620253
Fast withdraw card function 28 - 1.33 0 0
Total 100 Market perceived
quality score
84.04
Table 11: Market Perceived Quality Profile for Men Wallet
Based on our calculations above, it is clear that for the first requirement, our product is perceived to perform very well compared to average
competitors. Meanwhile, for the second requirement, we just do fairly well; event though earning higher score than competitors, our product in
terms of this CR, still has much room to improve so as to enhance customer satisfaction and differentiate from rivals. However, for the third
requirement, we have not done well at all, leading to the score at 0 while average score of competitors is 1.33. This suggests the area of improvement
for new product to launch.

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Step 8: Functional Analysis: Classification and Hierarchy
Analyzing our customer requirements, we define different functions of our new wallet and established under hierarchy from basic to secondary
and lower order functions. They are also classified under Intrinsic/ Extrinsic, Use/ Aesthetic types. Table 12 represents the mentioned classification
and hierarchy.
Description Function Basic Secondary Lower
order
Intrinsic Extrinsic Use Aesthetic
Keep inseparable-items X X X
Store money X X X
Note slot Store note X X X
Coin storage slot Store coins X X X
Store personal stuffs X X X
Different Slots Store papers X X X X
Card slot Store bankcard X X X X
Store namecard X X X X
Transparent slot Store image X X X
Secure Use X X
Waterproof slot Prevent water penetration X X X
Zip slot Prevent falling-out X X X
Cover Protect insider X X X
Strong material Prevent breaking-down X
Improve Comfort X X
Fined material Improve touching X X X
Thickness Improve placing X X X
Size Improve handling X
Improve Convenience X X
Card slot Draw cards X X X

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Money slot Draw money X X X
Navigation
connect to phone
Prevent lost
X
X X
Notification
connect to phone
Notify balance
X
X X
Non-RFID
blocking material
Allow card-check-in
X
X
Flexible slots Change container X X X
Accessorize fashion X X X
Design Present personality X X X
Flexible cover Change style X X X
Table 12: List and Classification of product functions

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Step 9: FAST Diagram
Figure 2: FAST Diagram: Men Wallet

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Step 10: Quality Function Deployment (QFD)
After understanding the Voice of customers, it is time to translate into the voice of designer
and engineer. In this step, QFD method support design team improve or develop new product
on a structure way that relates customers’ demand to technical requirements to production
process variables and thus to production planning (Govers, 1996). To ensure that all the
customer needs are translated to technical factors, we use House of Quality as a main tool.
Moreover, we apply this technique for two mean objectives. First thing is to optimize the design
and manufacture cost, which ensure the improvement in design lead to maintaining of
decreasing in cost. Second, we will have a set of priority for our functions and requirement in
future development.
Customer requirements
Using data from previous step, we list all the CRs with it importance weight (scale from 1 to
5) then calculate the Relative weight index of CRs to build the left wall of our House of Quality
(Figure 3)
Technical Descriptor
The product must include attributes or functions to meet customer requirements. Moreover,
these attributes can be measured and benchmarked against competitors. Therefore, we identify
15 functional requirements of our wallet as follows: These Technical Descriptors are the ceiling
of our house of quality (Figure 3)
No. Technical Requirements Measurement Measurement Units
1 Storing capacity Capacity Number of cards/Cash paper in one slot
2 Slots access direction Direction Vertical/Horizontal
3 Folding/Open technique Number Bifold/Trifold
4 Number of card slots Number Number
5 Numbers of cash slots Number Number
6 No. of colors Number Numbers
7 Size of cover Height & width centimeters
8 Size of card slots Height & width centimeters
9 Shape of the wallet Ration Hight/width/depth
10 Total weight Weight Grams
11 Material thinness Thinness millimeters
12 Material duration Time Years
13 Sewing lines duration Time Years
14 Wireless Sensor Numbers Numbers
15 Hidden pocket Numbers Numbers
Table 13: Technical Requirements

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Direction of improvement
For technical requirement, we defy the direction in one of three dimensions, maximize, target
or Minimize. See on Figure 3 – House of Quality.
Relation Matrix
To identify the relationship between customer requirement and the technical abilities, we use
the relationship matrix. The relationships can be shown Strong (9 points), Moderate (3 points),
Weak (1 point) or No relationship (0 point). This matrix is demonstrated in Figure 3 – House
of Quality, area (Row1xColumn1) – (Row 15 x Column16).
Technical Analysis of Competitor Products
We evaluated our competitor products bases on not only voice of customers but also voice of
our designer team. Out team spent time to analysis all the function of competitors’ product and
come up with a comparison table (Row22 to Row25 in Figure 3 – House of Quality) to see
where we are in term of technical aspects. Each technical term is ranked from 0 to 5 which
means the higher the rank is, the better the technical function performs. We can see that our
competitor Levi’s has very good performance in term of Storing capacity, Number of card slots
and Material duration. We are leading performance in just Hidden slots function, and average
in most of other technical descriptors.
Target values for technical descriptors
After understanding the advantages and disadvantages of competitors, we set our target values
for our technical descriptors. They are demonstrated in Row17 in Figure 3 – House of Quality.
Firstly, we add target points based on our current position in comparison with competitor form
scales 1 to 5. We decide to have improvement in Storing capacity, Number of card slots (from
6 to 8 slots), Material and Sewing lines duration (10 years), and Material Thinness (make
material thinner) while decrease the standard for Number of cash slots to maintain the
production cost. Other factors, we keep the same.
Correlation Matrix
The roof of HOQ is the correlation matrix where we see the relation between technical
requirement. The correlation can be positive, negative or no correlation. For example, we found
that the number of card slots as positive correlation with total weight, and Total weight has
negative correlation with Material thickness. Therefore, if we want to increase number of card
slots while maintain the total weight, we have to increase the material thinness. That is the
reason for our target in previous part.

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Absolute Important
The final step to build HOQ is to see what technical requirement matters the most to our
customer requirement. This index (Row 19, Figure 3- HOQ) is calculated from the Relation
Matrix and Relative Weight. Base on the index, we found that Shape of the wallets (116.2),
Wireless sensor (111.9), Material duration (113.1), Sewing lines duration (103.3), Sizes of card
slots (97.7) and Number of card slots (92.2) are the most 6 importance technical factors to
satisfy customer needs.

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Figure 3: House of Quality
Template: (Battles, 2010)

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Step 11: Attribute Template Analysis for Internal and External Elements
In this step, we have listed the internal and external attributes of our wallet, we used the table
below as a way to find links and relationships between our different attributes. The cells marked
as 1 signify that we have found a relationship between both attributes.
Wallet
width
Wallet
Length
Thickness
of
material
Color of
wallet
N° of
card
slots
Size of
coin
pouch
Weight
of
wallet
Internal
Wallet width x x x x x x x
Wallet Length 0 x x x x x x
Thickness of
material
0 0 x x x x x
Color of wallet 0 0 0 x x x x
N° of card slots 1 0 0 0 x x x
Size of coin
pouch
1 0 0 0 1 x x
Weight of wallet 0 0 1 (A) 0 1 1 x
External
Age 0 0 0 1 0 0 1
Gender 0 0 1 1 0 0 1
Size of hands 1 (B) 1 0 0 0 1 0
Pocket size 1 1 (C) 0 0 1 0 0
Table 14: Attribute Dependency Forecast Matrix
Three relationships of a particular interest have been identified and graphically represented in
the following graphs.
Dependancy A: The thicker the material for the wallet, the heavier it is.
We want our wallet to be strong, durable and resistant, this means finding thick materials and
this leads to a heavier products, we do not want it to be too heavy for a wallet; Therefore we

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will find a middle ground, were the wallet is resistant and durable with the proper weight and
thickness.
Dependancy B: The wallet needs to fit in the hands of male consumers generally.
It is very important for a wallet to fit comfortably in the hand of the user, if it is too big the
whole ordeal becomes clumsy and uncomfortable. Since we are only focusing on a male wallet,
we know that hands are a bit bigger than womens. The feasibility of this change is high, as we
can create a wallet that is the size adapted for a standard male hand.
Dependancy C: The bigger the wallet, the bigger the pocket needs to be.
It is important to our consumers that the wallet fit inside jean pockets or coat pockets, so we
need to create them as such. This change is quite feasible we juste need to create a wallet that
fits the standard size of a pocket in the clothing industry.

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Step 12: Emotional Design Considerations
The quality of a product is not just based on the functional design but also emotional design. It
is because emotion govern the quality of customers’ interaction with a production under using
environment. Therefore, in this step, we improve our design by considering the emotion of
customer when using men wallet. To do that, we use the approach of (Desmet, 2010) to emotion
driven design. It includes three levels of emotion relationship, which combine to a framework
of product emotion.
Product focus
This is how customer perceive product itself through touching, tasting, hearing and feeling.
Men Wallet can impact to customer emotion by it material qualities and appearance design,
such as shapes or colors. We consider the texture of material is very important to simulate
customer excitement. Finest leather will be our choice to give customer the best feeling when
touching our products.
Activity focus
Men use wallet to accomplish some tasks or mission, such as storing the money, keeping the
credit cards or personal stuffs. In this level, we want to build as trustful and worriless feeling.
When customer putting their notes or credit card into slots, these feeling will stimulate by the
resistance of the leather strengthen by firmly sewing lines. They will have trustful feeling when
drawing the cash or cards from the slots. The slots will not be too loose to let the card drop out
of the wallet or too tight to make it difficult to draw the cards. The side of each slot need to be
perfect fit to both one card and two cards. Moreover, the shape and size of our wallet should
make customer free pleasurable when put it in their pant or coach pocket. No matter what
customers do, jogging, running or sitting, the softness of material should be considered to make
the most comfortable feeling.
Self-focus
The highest level of emotion is self-focus, which we consider about how a men wallet can have
influence on customer’s identity (Desmet, 2010). With the price at accessible range, our
product will focus on low and middle-income customer. By using dark, less colors and simple
design, we want to target to customers who are careful, simple but proper in dressing. The
product will not make them become the center of the crow but it will be dedicated enough to
match with everyday clothes.

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CONCLUSION
After twelve steps, we were able to identify the different customer requirements that were
needed inside the perfect male wallet. Based on these requirements, we were able to adapt
customer voice base on our technical ability. Our designer team will base on the result to build
the best and suitable men wallet in segments. Here is our hand on conclusions for next design
steps:
Simplicity, Duration and Fast accessing to cards are keys
Consumers that purchase our wallet and others in same segment want product that is simple
and durable, and helps them access to stuff quickly. Therefore, it is important to know how to
properly cater to those important demands. We would advise design to conduct proper focus
on improving material quality, simplifying design buying using less colors and increase slots
of cards.
Trade-off among technical descriptors
According to the results form HOQ, design team have to tradeoff among technical
requirements. They should reduce the performance of functions that are not important to satisfy
customer needs, such as number of cash slots, total weight or hidden slots. In contrast, material
duration, sewing lines duration, number of card slots, wallet shape are among the functions
need to improve. The tradeoff is necessary because we want to maintain the cost of production
and price.
Combine functional and emotional design
Some of the aspect in functional design cannot cover all the using experience of customers.
The texture of materials, the way slots a sewed together have to bring the trustful and worriless
feeling to customer.
Finally, production design is a continuous process which requires marketing, design and
engineering team corporate effectively. The voice of customers has to be hear regularly. As
such, our new product can win the market. We believe this report is an essential but just the
beginning step to bring our product, Timberland Men Wallet, to the top of the market.

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REFERENCES
Battles, C. (2010, 04 23). QFD Online. Retrieved from www.qfdonline.com.
Desmet, P. (2010). Three levels of product emotion. Paris: International conference on Kansei
engineering & emotion research 2010.
Govers, C. (1996). What and how about quality function deployment (QFD). International
Journal of Production Economics, 46-47, 575-585.
Rodriguez, C. M. (2017). Product Design and Innovation: Analytics for Decision Making .
Delaware.

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APPENDIX
DEPTH INTERVIEW GUIDE
I INTRODUCTION
Good morning / afternoon!
Firstly, I would like to thank you very much for spending your time meeting me today.
My name is …….. from IESEG School of Management. I am conducting a research for
a course regarding the men wallet product. Today, I want to hear about your experience
with and your opinion about a wallet that best suit you/ your boyfriend/ husband.
The interview would take around 30 minutes. And I would like to record our talk
because I don’t want to miss any of your comment. Is it fine to you? Please be assured
that all your sharing and opinion will be kept confidential and only be shared with our
research team members. You do not have to talk about the thing you don’t want to and
you can end the interview at any time you want. Before we start, do you have any
questions related to what I have just explained? Are you willing to take part in this
interview?
II MOOD SETTING
1 Mr./ Ms…. Are you using a wallet? How many wallets do you have?
2
What is the brand of your wallet? Can I have a look at it? (pay attention on where he/
she gets the wallet out of, its material 1 take photo of the wallet)
III QUESTIONS
PAST PROBLEMS/ WEAKNESSES
3 What are your reasons to select this product?
4 Do you have any inconvenience/ problems while using this wallet?
5
Can you describe those problems more detailed?
CURRENT CONSIDERATION
6
Do you think of changing your wallet or buying a new one in the next couples of
months? Why/ Why not?
7
If yes, which product/ brands that you are considering? What makes you think of that
product/ brand?
FUTURE ENHANCEMENT

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8
In your opinion, how can those above-mentioned problems be fixed for a more
comfortable wallet?
9
Do you want to add any new features to your/ his wallet to make it best suit you/ him?
What are they?
SCENES OR IMAGES
10
What are the images that come to your mind when you visualize the use of a wallet?
Why do you think so?
IV CONCLUSION
We have come to the end of the interview. Is there anything more you would like to
share further or do you have any other questions? Our team will analyze the information
you gave me and we will send you a copy of our research if you have interest. Thank
you very much for your time and sharing.