Quality Function Deployment (QFD)

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

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

QFD Team
Significant Amount Of Time
Communication

Two Types Of Teams

New Product Improve Existing Product

Marketing, Design, Quality, Finance, Production, Etc.

Benefits Of QFD
Customer Driven Reduces Implementation Time Promotes Teamwork Provides Documentation

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

Reduces Implementation Time

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

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

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

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

Collecting Customer Information

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?

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

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

Relationship between Requirements and Descriptors Prioritized Technical Descriptors

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

QFD Matrix
Technical Descriptors Primary Secondary

Prioritized Technical Descriptors

Customer Competitive Assessment

Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Technical Our Competitive As Assessment Bs Degree of Technical Difficulty Target Value Absolute Weight and Percent Relative Weight and Percent

Customer Requirements

Prioritized Customer Requirements

+9 +3 -3 -9

Strong Positive Positive Negative Strong Negative

Primary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

Secondary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Customer Requirements (WHATs)

Primary
Secondary

Customer Requirements (Whats)

Tertiary

Technical Descriptors (HOWs)

Primary
Secondary

Technical Descriptors (Hows)

Tertiary

L - Shaped Diagram
Technical Descriptors Primary Secondary Secondary

Customer Requirements

Primary

Relationship Matrix
Technical Descriptors Primary Secondary Secondary Primary

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Correlation Matrix
Technical Descriptors Primary Secondary Secondary Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs
+9 +3 -3 -9 Strong Positive Positive Negative Strong Negative

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Customer Competitive Assessment

5 3 1 2 5 1 4 4 Customer Requirements Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Ours Customer Competitive As Assessment Bs

Technical Competitive Assessment

5 3 1 2 5 1 4 4 1 3 4 2 1 2 1 4
Our As Bs

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Our Technical Competitive As Assessment Bs

Customer Competitive Assessment

Prioritized Customer Requirements

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

Technical Descriptors Primary

Secondary
Secondary

Primary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1
Prioritized Customer Requirements

5 3 1 2 5 1 4 4 1 3 4 21 2 1 4

7 3 9 10 2 4 8 1

5 1.2 3 1.5 2 1 3 1.5 1 15 5 1 1.5 3 1 2 1.5 4 1 4

Strong Medium Weak

Customer Competitive Assessment

Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Technical Our Competitive As Assessment Bs

Customer Requirements

Prioritized Technical Descriptors

Degree Of Difficulty Target Value Absolute Weight & Percent

Relative Weight & Percent

n a R c j ij i i 1
n b R d j ij i i 1

R is Relationship Matrix c is Customer Importance

R is Relationship Matrix c is Customer Absolute Weights

Technical Descriptors Primary

1 3 4 21 2 1 4 Technical Our Competitive As Assessment Bs Degree of Technical Difficulty 1 8 4 2 9 8 2 5 2 3 4 31 3 1 5 Target Value Absolute Weight and Percent 90 133 Relative Weight and Percent Prioritized Technical Descriptors

Customer Requirements

Customer Competitive Assessment

Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Prioritized Customer Requirements

+9 +3 -3 -9

Strong Positive Positive Negative Strong Negative

Primary

Secondary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

Secondary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1
5 3 1 2 5 1 4 4 7 3 9 10 2 4 8 1

Strong Medium Weak

5 1.2 3 1.5 2 1 3 1.5 1 15 5 1 1.5 3 1 2 1.5 4 1 4

QFD Process
HOWs HOWs

WHATs

HOW MUCH

WHATs HOW MUCH

Phase I Product Planning

Design Requirements Customer Requirements

Phase II Part Development

Part Quality Characteristics Design Requirements

Phase III Process Planning

Key Process Operations Part Quality Characteristics

Phase IV Production Planning

Production Requirements

Key Process Operations

Production Launch

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