Quality Function Deployment

BYVASWEE AND KASHIF

What is QFD?
A method of transferring customer needs and requirements into technical specifications for new product and service development.

Brief History
Dr. Yoji Akao and Shigeru Mizuno First implemented at Mitsubishi Heavy Industries, Kobe Shipyard in 1972 Toyota strongly influenced adoption of QFD in North America
Between 1977-1984 achieved a 61% reduction in product development cost, a 33% reduction in product development cycle, and virtual elimination of rust related warranty problems.

Overview of Development Process

Four Stages of The Development Process:
Design Analysis Development Full Launch

Overview of Development Process (Contd)

Design
Development strategy Idea generation and screening Service package or product architecture formulation Production feasibility Service or product not profitable Need to rethink the new offering or production processes

Analysis
Detailed review of market potential and production costs

Development
Detailed specifications Process design Marketing program design Personnel training Testing and pilot runs

Post-launch review

Full Launch
Market promotions Sales personnel briefed Distribution processes activated Old services or products withdrawn Production of new offering and ramp-up

Capturing Customer Requirements

One on one customer interviews Focus groups In-context customer visits

Applying Customer Data

Prioritizing Requirements

Prioritizing Requirements
Importance to the Customer Our Current Product Competitor One Competitor Two Our Future Product Improvement Factor Overall Importance Percent Importance

Benchmarking
Why Benchmark?
Establishes a definition to the level of real performance required to produce the desired level of perceived performance Develop a product or service which will excite the customer and get him/her to purchase your product

Benchmarking
How do we capture the results?
Translate the raw benchmark data directly and associate that data with the appropriate measure Translate the raw benchmark data into the same scale as was used to capture the perceived performance ratings

Target Values
The final goal of many QFD projects is to set the target values for the design measures.

Benchmarking values must meet or exceed target values

Defining Actions
The final result of the QFD process
To develop a comprehensive product specification Answers the question: What actions do we need to take to achieve the targets that we have set in order to satisfy our customers?"

Different Modes of Application

Four Phase Approach
Translate customer wants into Product characteristics Translate Product characteristics into Part Characteristics Part characteristics into Product Characteristics Finally, Product into Production Controls

Different Modes of Application Four Phase Approach

Different Modes of Application

Matrix of Matrices Approach

Different Modes of Application Matrix of Matrices Approach Used to address wide variety of development issues Uses specific matrices for each specific development issue

Different Modes of Application

Concept Selection Approach

Different Modes of Application Concept Selection Approach

Was developed for implementing concurrent engineering practices Evaluating the wants and needs from all different types of customers Integrates the principles of concept selection to help development teams to objectively and evaluate alternatives

Different Modes of Application Which Approach Should You Choose?

Depends on your individual Product Needs

Each System can be modified to suit specific situations

House Of Quality

House Of Quality
A popular assembly of several deployment hierarchies and tables, including the
Demanded Quality Hierarchy Quality Characteristics Hierarchy Relationships Matrix Quality Planning Table Design Planning Table

House Of Quality (Cont)

This technique is a type of conceptual map providing means to the interfunctional planning and coordination in product improvement and development.
This method brings the customer needs in the focus to design/ redesign the product and service

To Build The House Of Quality

Identify Customer Wants Identify How The Good/Service Will Satisfy The Customers Wants Planning Matrix Interrelationship matrix Technical correlation (Roof) matrix Technical priorities, benchmarks and targets

Step 1
Identify Customer Wants
A structured list of requirements derived from customer statements

Step 2
Identify How The Good/Service Will Satisfy The Customers Wants
A structured set of relevant and measurable product characteristics.

Step 3
Planning Matrix
Illustrates customer perceptions observed in market surveys Includes relative importance of customer requirements, company and competitor performance in meeting these requirements

Step 4
Interrelationship matrix
Illustrates the QFD team's perceptions of interrelationships between technical and customer requirements

An appropriate scale is applied, illustrated using symbols or figures.

Filling this portion of the matrix involves discussions and consensus building within the team and can be time consuming

Concentrating on key relationships and minimizing the numbers of requirements are useful techniques to reduce the demands on resources

Step 5
used to identify where technical requirements support or impede each other in the product design Can highlight innovation opportunities

Step 6
Technical priorities, benchmarks and targets

Used to record the priorities assigned to technical requirements by the matrix Measures of technical performance achieved by competitive products The degree of difficulty involved in developing each requirement

 The final output of the matrix is a set of target values for each technical requirement to be met by the new design, which are linked back to the demands of the customer .

Example

Benefits Of Adopting QFD

Reduced time to market Reduction in design changes Decreased design and manufacturing costs Improved quality Increased customer satisfaction

Case Study
QFD Application to a Silent Alarm System

QFD was applied to a systems engineering project: to use a systems approach to develop an effective silent alarm system that ensures a safe workshop environment for the totally hearing impaired.
One design option was a proximity sensing system which involves the user wearing a wristband which vibrates when they are within the vicinity of a potential hazard.

1. Customer requirements were defined and rated from 1-10 and from this their relative importance was calculated. 2. Technical measures were listed, including units and direction of improvement. The relationship between these was analyzed in the roof section.

3. The planning matrix was used to determine the final importance of customer requirements.

 First, competitor products were rated (1-5) by their ability to meet customer requirements.

Products fulfilling the scope of the project could not be identified so comparable technologies were critiqued instead.
Target ratings (1-5) for the project were made based on competitor ratings and customer requirement importance.

 The final importance of each customer requirement was calculated as its percentage of the total weighting.

4. Interrelationships between each customer requirement and each technical measure were assigned a value (9: strong, 3: moderate, 1: weak, 0: none). 5. The Technical Matrix was used to examine the technical measures. A target value for each technical measure and the degree of difficulty (1-10) in achieving this value were determined.

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