QUALITY FUNCTION DEPLOYMENT

(QFD)
(Cal, Tia, Torre, Caballero)

QFD (quality function deployment)

a planning tool used to fulfill customer expectations
a disciplined approach to product design, engineering, and production and provides
in-depth evaluation of a product.
focuses on customer expectations or requirements often referred to as the voice of the
customer.

THE QFD TEAM

composed of PROJECT MANAGER and TEAM MEMBERS (from marketing, design,
quality, finance, production)
2 TYPES OF TEAMS:
new product design TEAM

&

product improvement TEAM

usually has fewer members

need

TIME and inter-team COMMUNICATION

TEAM MEETINGS

BENEFITS OF QFD
initially implemented to increase start-up costs

Improves customer satisfaction

Reduces implementation time
Promotes teamwork
Provides documentation

IMPROVES CUSTOMER SATISFACTION

REDUCES IMPLEMENTATION TIME

PROMOTES TEAMWORK

PROVIDES DOCUMENTATION

Creates focus on customer requirements;

Uses competitive information effectively;
Prioritize resources;
Identifies items that can be acted upon;
Structures resident experience/information;
Decreases midstream design changes;
Limits post introduction problems;
Avoids future development redundancies;
Identifies future application opportunities;
Surfaces missing assumptions;
Based on consensus;
Creates communication at interfaces;
Identifies actions at interfaces;
Creates global view out of details;
Documents rationale for design;
Is easy to assimilate;
Add structure to the information;
Adapts to changes;
Provides framework for sensitivity analysis;

THE VOICE OF THE CUSTOMER

Sources for determining customer expectations:
Focus groups
Complaints
Standards
Surveys
Consultants
Federal regulations

THE VOICE OF THE CUSTOMER (contd)

Different types of customer information and ways that an
organization can collect data:
The organization can search (solicited) for the information
The information can be volunteered (unsolicited) to the organization
Measurable (quantitative) data
Subjective (qualitative) data
Routine (structured) manner
Haphazard (random) manner

THE VOICE OF THE

CUSTOMER(contd)

THE VOICE OF THE CUSTOMER (contd)

The goal of QFD is not only to meet as many

customer expectations and needs as possible,
but also to exceed customer expectations.

ORGANIZATION OF INFORMATION
Affinity Diagram (team of 6-8 members)

a tool that gathers a large amount of data and

subsequently organizes the data into groupings based
on their natural interrelationships.

ORGANIZATION OF INFORMATION (contd)

An affinity diagram should be implemented when...
a. thoughts are too widely dispersed or numerous to organize
b. new solutions are needed to circumvent the more traditional
ways of problem solving
c. support for a solution is essential for successful implementation

ORGANIZATION OF INFORMATION (contd)

4 simple steps :
1. Phrase the objective.
2. Record all responses.
3. Group the responses.
4. Organize groups in an affinity diagram.

HOUSE OF QUALITY
the primary tool used in QFD

translates the voice of the customer into design

requirements that meet specific target values and
matches those against how an organization will meet
those requirements.

Many managers and engineers consider the house of

quality to be the primary chart in quality planning.

HOUSE OF QUALITY
(contd)
The structure of QFD
can be thought of as a
framework of a house.

HOUSE OF QUALITY (contd)

The exterior walls of the
house are the customer
requirements.

HOUSE OF QUALITY (contd)

A listing of the voice of the
customer, or what the customer
expects in the product.

HOUSE OF QUALITY (contd)

The prioritized customer
requirements, or
planning matrix.

HOUSE OF QUALITY (contd)

Listed are items such as
customer
benchmarking,
customer
importance
rating,
target value, scale-up
factor, and sales point.

HOUSE OF QUALITY (contd)

Contains
the
technical
descriptors.

Consistency of the
product is provided
through engineering
characteristic, design
constraints, and
parameters

HOUSE OF QUALITY (contd)

Customer expectations are
translated into engineering
characteristics.

HOUSE OF QUALITY (contd)

Trade
offs
between
similar
and/or
conflicting
technical
descriptors are identified.

HOUSE OF QUALITY (contd)

Items such as the technical
benchmarking,
degree
of
technical difficulty, and target
value are listed.

HOUSE OF QUALITY (contd)

This is the basic structure for the
house of quality; once this
format is understood, any
other QFD matrices are fairly
straightforward.

BUILDING A HOUSE OF QUALITY

1. List Customer Requirements (WHATs)
2. List Technical Descriptors (HOWs)
3. Develop a Relationship Matrix Between
WHATs and HOWs
4. Develop an Interrelationship Matrix Between
HOWs
5. Competitive Assessments
6. Develop Prioritized Customer Requirements
7. Develop Prioritized Technical Descriptors

QFD PROCESS
QFD matrix (house of quality)
the basis for all future matrices needed for the
QFD method.
Although each house of quality chart now contains a large amount of
information, it is still necessary to refine the technical descriptors
further until an actionable level of detail is achieved.
Often, more than one matrix will be needed, depending on the
complexity of the project.
This process is accomplished by creating a new chart in which the
HOWs (technical descriptors) became the WHATs (customer
requirements) of the new chart

QFD PROCESS (contd)

The first chart in the flow diagram is for the product-planning phase.

QFD PROCESS (contd)

The first chart in the flow diagram is for the product-planning phase.

QFD PROCESS (contd)

For each of the customer requirements, a set of design requirements is
determined, which, if satisfied, will result in achieving customer
requirements.

QFD PROCESS (contd)

The next chart in the flow diagram is for part development.

QFD PROCESS (contd)

Design requirements from the first chart are carried to the next chart to
establish part-quality characteristics.
The term part-quality characteristics is applied to any elements that can aid in
measuring the evolution of quality.

QFD PROCESS (contd)

This chart translates the design requirements into specific part details.

QFD PROCESS (contd)

Once the part-quality characteristics have been defined, key process
operations can be defined in the process-planning phase.
The next step is process planning ,where key process operations are
determined from part-quality characteristics.
Finally, production requirements are determined from the key process
operation.

QFD PROCESS

The parameters must be controlled in order to achieve the required part

quality characteristics and customer requirements.

END.