April 2001 QFD Quality Function Deployment An Introduction Qimpro Standards Organization ...

April 2001 www.qimpro.com 1

QFDQuality Function

DeploymentAn Introduction

Qimpro Standards Organizationwww.qimpro.com

[email protected]

http://www.qimpro.com/


Session Topics

• Quality basics• QFD basics• QFD with other tools• QFD need• QFD model• QFD matrices• Further reading


Quality Basics

• Quality Defined– Fitness for purpose– Conformance to requirements– Fitness for purpose.

• Quality as Better Features and Reduced Defects• Better Feature – Why you buy.• Reduced Defects – Post purchase opinion.


Quality

Quality is Customer DelightQuality is Customer Delight

Product FeaturesProduct Features Defect FreeDefect Free

PremiumPricing

PremiumPricing

MarketShareMarketShare

CycleTimeCycleTime WarrantyWarranty WasteWaste

RevenueRevenue CostsCosts

ProfitProfit

Customer Satisfaction Customer Dissatisfaction

Higher Quality Costs More Higher Quality Costs Less


Total Quality

• Total Quality– All Products (Hardware, Software, Service)– All Functions (Manufacturing, Non-manufacturing)– All Customers (External, Internal, Hidden)– All Industries (Profit, Not-for-profit)

• Supplier, Organization, Customer.


Quality Management


Quality Management

• Financial Management– Financial Planning – Budget– Financial Control – Cost Control– Financial Improvement – Cost Cutting.

• Quality Management– Quality Planning – QFD, FMEA– Quality Control – SPC– Quality Improvement – CQI, Six Sigma.


Quality Planning

• Establish Quality Goals• Identify the Customers• Determine Customer Needs• Provide Measurement• Develop Product Features• Develop Process Features• Develop Process Controls.


Quality Function Deployment

• Yoji Akao• Early 1980s - Mitsubishi’s Kobe shipyard• US Experience - Xerox and Ford• American Supplier Institute and Goal were

responsible for bringing QFD into United States.


Q F D Basics

• Inputs: Customer wants and needs• Technical parameters are determined which satisfies

the customer wants• Relationships are established between customer

wants and technical parameters• Permits analysis and determination of priority issues• A planning Process• Output: Key action issues for improved customer

satisfactions.


QFD DFM

DOE

SPC SURVEY

Feedback

Feedback

Select Study Sustain Feedback

FTA

QFD With Other Technical Tools


QFD - Need

• Threat to security comes from competition, rising costs and waste within organizations

• QFD helps organizations in becoming stronger, hence aids in survival and expansions

• Organizations become strong by either reducing its costs or increasing its revenues


QFD - Decreasing Costs

• QFD contributes to reduced costs by streamlining processes and reducing rework and waste

• It helps in focussing product and process development on the work that matters most to the customer


QFD - Increasing Revenues

• QFD contributes to increased revenues by effectively translating customer needs into the right product design or service.

• QFD helps in rapid product development by making key decisions early in the development process when cost of decision are low


Obstacles - Product Development

• Poor understanding of customer needs• Failure to strategically prioritize efforts• Willingness to take unmanageable risks• Tendency towards unbuildable designs • Over reliance on formal specifications• Testing scenarios that fail to find defects.


• System level design• Subsystem level design• Component design• Manufacturing process concept design• Manufacturing process design• Delivery design• Service design• Delivery.

Traditional Product Development


Traditional Product Development

• Each step is conceived as a unit with clear inputs and outputs

• Steps downstream are not supposed to start until results of the previous steps are well defined


Concurrent Process

System Mfg. ProcessConcept

DeliveryDevelopment

ServiceDevelopment

ProcessDevelopment

Subsystem

Component

Delivery


QFD- Concurrent Engineering

• QFD supports concurrent engineering• Team approach to develop top level HOQ matrix• Focus on customer satisfaction• Proactive approach (Japanese) - early changes• Reactive approach (US) – post launch changes.


Q F D Model

RelationshipsRelationships

Competitive Technical

Assessment


Assessment

Operational/Process Goals


ProcessesProcesses

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