QUALITY FUNCTION

DEPLOYMENT

QFD

Need to focusMoving in the wrong direction at a

fast pace is still moving in the wrong direction.

Wrong

Right

Information on QFD….

Developed in Japan in the mid 1970s

Introduced in USA in the late 1980s Toyota was able to reduce 60% of

cost to bring a new car model to market

Toyota decreased 1/3 of its development time

Companies feel it increased customer satisfaction

Why….? Product should be designed to reflect

customers’ desires and tastes. House of Quality is a kind of a

conceptual map that provides the means for interfunctional planning and communications

To understand what customers mean by quality and how to achieve it from an engineering perspective.

HQ is a tool to focus the product development process

QFD Target

Important points

Should be employed at the beginning of every project (original or redesign)

Customer requirements should be translated into measurable design targets

It can be applied to the entire problem or any sub problem

First worry about what needs to be designed then how to complete

Voice Of The Customer Driving Force Behind QFD

Customer Dictates Attributes Of Product Customer Satisfaction

Meeting Or Exceeding Customer ExpectationsCustomer Expectations Can Be Vague & realistic In

NatureCustomer Expectations Must Be Taken Literally, Not

Translated Into What The Organization Desires

Step 1: Who are the customers?

To “Listen to the voice of the customer” first need to identify the customer In most cases there are more than one

customerconsumerregulatory agenciesmanufacturingmarketing/Sales

Customers drive the development of the product, not the designer

Customers drive the development of the product, not the designer

Step 2: Determine the customers’ requirements

Need to determine what is to be designed

Consumerproduct works as it shouldlasts a long timeis easy to maintainlooks attractiveincorporated latest technologyhas many features

List all the demanded qualities

Step 2: cont...

Manufacturingeasy to produceuses available resourcesuses standard components and methodsminimum waste

Marketing/SalesMeets customer requirementsEasy to package, store, and transportis suitable for display

Kano Model

Excitement

SatisfiersBasic

Fullyimplemented

Absent

Customer Satisfaction

-

+

Disgusted

Delighted

Basic Quality: These requirements are not usually mentioned by customers. These are mentioned only when they are absent from the product.

Performance Quality: provides an increase in satisfaction as performance improves

Excitement Quality or “wow requirements”: are often unspoken, possibly because we are seldom asked to express our dreams. Creation of some excitement features in a design differentiates the product from competition.

House Of Quality

Technical Descriptors(Voice of the organization)

Prioritized TechnicalDescriptors

Interrelationshipbetween

Technical Descriptors

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Relationship betweenRequirements and

Descriptors

Building A House Of Quality

List Customer Requirements (What’s) List Technical Descriptors (How’s) Develop Relationship (What’s & How’s) Develop Interrelationship (How’s) Assessments Prioritize Customer Requirements Prioritize Technical Descriptors

QFD Matrix

Absolute Weight and Percent

Prioritized Technical Descriptors

Degree of Technical Difficulty

Relative Weight and Percent

Target Value

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Technical Descriptors

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TechnicalCompetitiveAssessment

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Relationship betweenCustomer Requirements

andTechnical Descriptors

WHATs vs. HOWs

StrongMediumWeak

+9+3+1

Strong PositivePositiveNegativeStrong Negative

+9+3-3-9

Interrelationship betweenTechnical Descriptors

(correlation matrix)HOWs vs. HOWs

Customer Requirements (What’s)

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Technical Descriptors (How’s)

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L - Shaped Diagram

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Technical Descriptors

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Secondary

Relationship MatrixC

ust

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Technical Descriptors

PrimaryP

rim

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Sec

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Relationship betweenCustomer

Requirements andTechnical Descriptors

WHATs vs. HOWs

StrongMedium

Weak

+9+3

+1

QFD Summary Orderly Way Of Obtaining Information & Presenting

It Customers preference taken into account Shorter Product Development Cycle Considerably Reduced Start-Up Costs Fewer Changes Environment Of Teamwork Consensus Decisions Preserves Everything In Writing