Example 1

This example refers to a ladies’ dress shoe where the customer can choose between some kind of sole shapes (large top, small top, etc.), many accessories for the upper and its color. These features give the shoe a high Capability to satisfy aesthetics customization because the customer can create the shoe she wants. However this is not a warranty of a stylish shoe because, for instance, the customer could choose strange coupling between accessories and colour with the result of a shoe looking attractive only to that customer.
In this example the customer can choose the size only from a small set of numbers (gross fitting) and so the Capability to satisfy fitting is very low. However this doesn’t mean that this shoe is uncomfortable because the customer may find the right number for her feet and therefore have a perfect fit.
Lastly, this kind of dress shoe does not let the choice of any special functionality and so the Capability to satisfy functional request is very low.

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