Quality Function Deployment (QFD)

1
QualityFunction Deployment(QFD)
2
Outline

• Introduction
• QFD Team
• Benefits Of QFD
• Voice Of The Customer
• House Of Quality
• Building A House Of Quality
• QFD Process
• Summary

3
Introduction

• Dr. Mizuno, Prof. Emeritus
• Mitsubishi Heavy Industries
• Kobe Shipyards, 1972
• Toyota Minivans (1977 Base)
• 1979 - 20 Reduction In Start-Up Costs
• 1982 - 38
• 1984 - 61
• Dr. Clausing, Xerox, 1984
• Any Manufacturing Or Service Industry

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QFD Team

• Significant Amount Of Time
• Communication
• Two Types Of Teams
• New Product
• Improve Existing Product
• Marketing, Design, Quality, Finance, Production,
  Etc.

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Benefits Of QFD

• Customer Driven
• Reduces Implementation Time
• Promotes Teamwork
• Provides Documentation

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Customer Driven

• Creates Focus On Customer Requirements
• Uses Competitive Information Effectively
• Prioritizes Resources
• Identifies Items That Can Be Acted On
• Structures Resident Experience/Information

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Reduces Implementation Time

• Decreases Midstream Design Change
• Limits Post Introduction Problems
• Avoids Future Development Redundancies
• Identifies Future Application Opportunities
• Surfaces Missing Assumptions

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Promotes Teamwork

• Based On Consensus
• Creates Communication At Interfaces
• Identifies Actions At Interfaces
• Creates Global View-Out Of Details

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Provides Documentation

• Documents Rationale For Design
• Is Easy To Assimilate
• Adds Structure To The Information
• Adapts To Changes (Living Document)
• Provides Framework For Sensitivity Analysis

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Voice Of The Customer

• Driving Force Behind QFD
• Customer Dictates Attributes Of Product
• Customer Satisfaction
• Meeting Or Exceeding Customer Expectations
• Customer Expectations Can Be Vague General In
  Nature
• Customer Expectations Must Be Taken Literally,
  Not Translated Into What The Organization Desires

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Collecting CustomerInformation

• What Does Customer Really Want ?
• What Are Customers Expectations ?
• Are Customers Expectations Used To Drive Design
  Process ?
• What Can Design Team Do To Achieve Customer
  Satisfaction?

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Types Of Customer Information

• Solicited, Measurable, Routine
• Cus. Market Surveys, Trade Trials
• Unsolicited, Measurable, Routine
• Customer Complaints, Lawsuits
• Solicited, Subjective, Routine
• Focus Groups
• Solicited, Subjective, Haphazard
• Trade Cus. Visits, Indep. Consultants
• Unsolicited, Subjective, Haphazard
• Conventions, Vendors, Suppliers

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House Of Quality
Interrelationship between Technical Descriptors
Technical Descriptors (Voice of the organization)
Customer Requirements (Voice of the Customer)
Relationship between Requirements and Descriptors
Prioritized Customer Requirements
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Building A House Of Quality

• List Customer Requirements (Whats)
• List Technical Descriptors (Hows)
• Develop Relationship (Whats Hows)
• Develop Interrelationship (Hows)
• Competitive Assessments
• Prioritize Customer Requirements
• Prioritize Technical Descriptors

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QFD Matrix
Technical Descriptors
Primary
Interrelationship between Technical
Descriptors (correlation matrix) HOWs vs. HOWs
Secondary
Secondary
Primary
Prioritized Customer Requirements
Customer Requirements
Our As Bs
Technical Competitive Assessment
Our As Bs
Customer Importance Target Value Scale-up
Factor Sales Point Absolute Weight
Degree of Technical Difficulty
Target Value
Absolute Weight and Percent
Customer Competitive Assessment
Relative Weight and Percent
Prioritized Technical Descriptors
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Customer Requirements (Whats)
Secondary
Tertiary
Primary
Customer Requirements (WHATs)
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Technical Descriptors (Hows)
Secondary
Tertiary
Primary
Technical Descriptors (HOWs)
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L - Shaped Diagram
Technical Descriptors
Primary
Secondary
Secondary
Primary
Customer Requirements
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Relationship Matrix
Technical Descriptors
Primary
Secondary
Secondary
Primary
Relationship between Customer Requirements
and Technical Descriptors WHATs vs. HOWs
Customer Requirements
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Correlation Matrix
Technical Descriptors
Primary
Secondary
Secondary
Primary
Customer Requirements
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Customer Competitive Assessment
5 3 1 2 5 1 4 4
Customer Requirements
Ours As Bs
Customer Competitive Assessment
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Technical Competitive Assessment
5 3 1 2 5 1 4 4
Customer Requirements
1 3 4 2
1 2 1 4
Our As Bs
Technical Competitive Assessment
Our As Bs
Customer Competitive Assessment
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Prioritized Customer Requirements

• Importance Rating
• Target Value
• Scale-Up Factor
• Sales Point
• Absolute Weight Percent
• (Importance Rating)
• (Scale-Up Factor)
• (Sales Point)

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Technical Descriptors
Primary
Secondary
Secondary
Primary
7 3 9 10 2 4 8 1
5 3 1 2 5 1 4 4
5 3 2 3 5 2 4 4
1.2 1.5 1 1 1.5 1 1.5 1
Prioritized Customer Requirements
15 3
1.5 1
Customer Requirements
Our As Bs
Technical Competitive Assessment
Our As Bs
Customer Importance Target Value Scale-up
Factor Sales Point Absolute Weight
Customer Competitive Assessment
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Prioritized Technical Descriptors

• Degree Of Difficulty
• Target Value
• Absolute Weight Percent
• Relative Weight Percent

R is Relationship Matrix c is Customer Importance
R is Relationship Matrix c is Customer Absolute
Weights
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Technical Descriptors
Primary
Interrelationship between Technical
Descriptors (correlation matrix) HOWs vs. HOWs
Secondary
Secondary
Primary
7 3 9 10 2 4 8 1
5 3 1 2 5 1 4 4
5 3 2 3 5 2 4 4
1.2 1.5 1 1 1.5 1 1.5 1
Prioritized Customer Requirements
15 3
1.5 1
Customer Requirements
Our As Bs
Technical Competitive Assessment
Our As Bs
Customer Importance Target Value Scale-up
Factor Sales Point Absolute Weight
Degree of Technical Difficulty
Target Value
Absolute Weight and Percent
90
Customer Competitive Assessment
Relative Weight and Percent
133
Prioritized Technical Descriptors
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QFD Process
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Phase IProduct Planning
Design Requirements
Customer Requirements
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Phase IIPart Development
Part Quality Characteristics
Design Requirements
30
Phase IIIProcess Planning
Key Process Operations
Part Quality Characteristics
31
Phase IVProduction Planning
Production Requirements
Key Process Operations
Production Launch
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QFD Summary

• Orderly Way Of Obtaining Information Presenting
  It
• Shorter Product Development Cycle
• Considerably Reduced Start-Up Costs
• Fewer Engineering Changes
• Reduced Chance Of Oversights During Design
  Process
• Environment Of Teamwork
• Consensus Decisions
• Preserves Everything In Writing