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January 25, 2007
Quality Function Deployment (QFD) and House of Quality
By Julie VanLaanenTurning the customer’s desires into
Engineering Specifications!!
January 25, 2007
Identify a Need
The Design Process
- Multi-disciplinary Teamwork- Highly integrated- Iterative
Define the Goal
Research
Task Specifications
Ideation
Conceptual Design
Consumption
Analysis
Prototype
Solution Description
Manufacture (Construction)
Distribution
January 25, 2007
Quality Function Deployment
A methodology for defining the customer’s desires in the customers own voice, prioritizing these desires, translating them into engineering requirements, and establishing engineering targets for meeting those requirements. QFD produces a technical design specification that can be used to determine best design choices.
January 25, 2007
Companies that have sent employees to QFD training
3M, AT&T, Boeing, Chevron, Continental Rehabilitation Hospital, DaimlerChrysler, EDS, Ford Motor Co., General Motors, General Dynamics, Gillette, Hayes Brake, Hewlett-Packard, Hughes Aircraft, Hyundai Motor Company, IBM, Jet Propulsion Laboratory, Kawasaki Heavy Industry, Kodak, Lockheed-Martin, Motorola, NASA, NATO, NEC, Nissan Motors, Nokia, Pratt & Whitney, Poland Ministry of Finance, Proctor & Gamble, Raytheon, Samsung, Seagate Technology, Sun Microsystems, Texas Instruments, Toshiba, U.S. Department of Defense, Visteon, Volvo, Xerox **
**Referenced from the QFD Institute Website
January 25, 2007
Why Use Quality Function Deployment?
In a large project with large teams from several disciplines (engineering, marketing, manufacturing, field service, etc.) product definition and conception may vary from interest group to interest group.
QFD makes sure everyone is viewing the product in the same way.
January 25, 2007
Design without Quality Function Deployment
January 25, 2007
Get the design it right, or find another job….
January 25, 2007
The Quality Function Deployment Method
1. Identify the Customer(s)2. Determine Customer Requirements/Constraints3. Prioritize each requirement4. Competitive Benchmarking5. Translate Customer Requirements into Measurable
Engineering specifications6. Set Target values for each Engineering Specification7. Critique design options based on the above to arrive
at the best design choice.
January 25, 2007
Experiment with the QFD Process through an example:
Designing a Refrigerator
You are a team of engineers working for the New World Refrigerator Company. You have been asked to redesign the company’s main product, a frost-free refrigerator used in home applications. Your boss wants the new refrigerator to be more marketable. Present customer complaints about the old refrigerator include: the refrigerator is unreliable and noisy, the shelves can’t hold large containers and cannot be rearranged, and the refrigerator is difficult to clean. Marketing has expressed an interest in the new refrigerator having a water and ice dispenser. Field service has indicated they have experienced failures when refrigerators fall off the delivery truck and have complaints the are difficult to install.
January 25, 2007
Step 1: Identifying the Customer(s)
• Who wants the product?• Who will build the product and how?• Who will sell the product?• Who will use the product?
January 25, 2007
QFD Example Designing a Refrigerator
Step 1: Identify All Customer(s)– Families using the refrigerator– Marketing Specialist– Shop resellers– Manufacturing Team– Engineering Team
January 25, 2007
Step 2: Determining Customer Requirements
Develop a list of all the customer requirements and constraints IN THE CUSTOMERS OWN WORDS.
What is the difference between a customer requirement and a customer constraint?
January 25, 2007
Constraint vs. Requirement
Functional Requirements are statements of the specific performance of the design: What the product should do.
Constraints are external factors that in some way limit the selection of system or subsystem characteristics.
January 25, 2007
Types of Requirements
• Basic Needs – Requirements so fundamental they are often not expressed, however they are crucial and must be identified. If not met, customer is NOT happy.
• Performance Needs – Requirements which provide increased satisfaction as performance improves.
• Excitement Needs – Requirements that cause immediate happiness. Creation of excitement features will differentiate your product from the competition.
January 25, 2007
QFD Example Designing a Refrigerator
Step 2: Determine Customer Requirements/Constraints– Refrigerator must look cool (excitement)– Refrigerator must function reliably (basic)– Refrigerator should dispense water and ice (excitement)– Children should be able to access contents (performance)– Refrigerator should be quiet (performance)– Shelves should be flexible (performance)– Surfaces easy to clean (basic)– Refrigerator should have low energy consumption (excitement)– Large items should fit in refrigerator (basic)– Low cost (basic)– Fits easily into kitchen (basic)– Easy to deliver and install (basic)
January 25, 2007
Step 3: Prioritizing the Requirements
Each Requirement/Constraint should be listed in order of importance. This helps the designer decide how much effort, time, and money should be invested to achieve the Requirement/Constraint
Prioritizing can be done in many ways, we will demonstrate the use of a Binary Comparison to generate a weighting factor
January 25, 2007
Binary Comparison
Compare each requirement/constraint to all others, using a 0 and 1 to determine which is most important.
Sum up ‘score’ for each requirement and use percentages to determine order of importance.
1/2 1/3 1/4 2/3 2/4 3/4 Sum %Sum Requirement 1 1 0 1 2 33% Requirement 2 0 0 1 1 17% Requirement 3 1 1 1 3 50% Requirement 4 0 0 0 0 0%
Totals 6 100%
January 25, 2007
QFD Example Designing a Refrigerator
Step 3: Prioritize Customer Requirements 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 2/3 2/4 … Sum % Sum
1. Low Energy 1 1 0 1 1 1 1 0 1 1 8 12%2. Flexable 0 1 0 6 9%3. Easy to Clean 0 0 4 6%4. Reliable 1 1 10 15%5. Easy to deliver/instal 0 2 3%6. Low Cost 0 7 10%7. Dispenses Water/Ice 0 6 9%8. Looks Nice 0 9 13%9. Fits in Kitchen Space 1 11 16%10. Quiet 0 2 3%11. Easy to Clean 0 3 4% Totals: 68 100%
Cus
tom
er R
equi
rem
ents
January 25, 2007
Step 4: Competitive Benchmarking
Benchmarking provides a standard, or point of reference and range, that can be used to judge quality, value, and performance.
It provides a perspective on what the best-in-class product is and what makes it so.
Final outcomes from benchmarking include discoveries about where the product and industry appear to be headed in the future (industry trends.)
January 25, 2007
What do you look for while Benchmarking your product?
• Functions performed• Targeted Market Segment• Cost• Reliability/Warranty• Geometry, Space Requirements• Material used on individual parts• Ergonomics• Where they were manufactured - Assembly in low-labor cost
countries can enable the use of complex assembly processes with many inexpensive parts, whereas assembly in high-labor rate countries requires designs with complex multi-functional snap-fit parts
January 25, 2007
Where to find Benchmark Information?
• Stores and other locations with similar products• Libraries• Thomas Register of Companies (
www.thomasregister.com)• Consumer Reports (www.consumerreports.com)• Trade Magazines• Patents (www.patents.ibm.com)• World Wide Web• Similar Technology• Yellow Pages
January 25, 2007
Competitive Benchmarking
Once you have obtained data about potential competitors, you need to compare each competing product with your customer requirements and constraints. Some comparisons are objective, some subjective.
January 25, 2007
QFD Example Designing a Refrigerator
Step 4: Competition Benchmarking– Identify Competitors– Test and Analyze Competitor Products– Reverse Engineer Competitor Products– Rate Competitor Products against customer
requirements/constraints
January 25, 2007
QFD Example Designing a Refrigerator
Step 4: Competition Benchmarking– Identify Competitors
• Maytag, Whirlpool, GE, Frigidaire, Amana– Analyze Competitor Products
• Efficiency Ratings, Noise Measurements, Temperature range, Physical size, Weight, Cost, etc.
– Rate Competitor Products against customer requirements/constraints
January 25, 2007
Step 5: Translating Customer Requirements into Engineering Specifications
You’ve got a list of general requirements, you’ve spoken with your client and have their vision, and you researched a ton of market information. But normally the information you gathered isn’t specific enough in an engineering sense.
• Low cost• Reliable• Strong• SustainableWhat do those words mean in the engineering world?
January 25, 2007
Step 5 and 6: Translating Customer Requirements into Engineering Specifications and setting
engineering target valuesAs an Engineer, you must take your customer’s requirements and constraints and
translate them into measurable engineering specifications:• Low cost
– Production cost under $250– Retail cost under $500
• Reliability =>– MTBF of 200,000 hours– Warranty against failure of 3 years
• Quiet– Noise in front of Refrigerator below 30 decibels
• Size– Standard footprint of 24 inch depth
• Easy to clean– % of space rated easy to clean (may need to do some testing)
January 25, 2007
Step 6: Set Engineering Targets for Design Specifications
Determine reasonable Engineering Targets for each of your Design Specifications
1. Ascertain how the competition meets the engineering targets
2. Remember targets are not set in stone – they can change as the product develops
Engineering targets must be measurable and or testable to be useful.
January 25, 2007
Visualizing your QFD
You have all this information. How do you organize it?
1. Create an Engineering Specification Document
2. Create a Competitive Benchmarking Document
3. Show information in a House of Quality
January 25, 2007
January 25, 2007
QFD Example Designing a Refrigerator
Put prioritized Customer Requirements into a House of Quality Chart
Importance
Rating
Low Energy Consumption 4Quiet 1Flexable Storage space 3Easy to Clean 2Handles Large Items 4Reliable 5Easy to Deliver 1Fits in Kitchen Space 5Looks Good 4Dispenses water and ice 3Low Cost 3
Engineering Requirements (Region 2)
Com
petit
ive
Ben
chm
arki
ng
(Reg
ion
4)
Cust
omer
Req
uire
men
ts
Matrix of Requirement Relations (Region 3)
Engineering Targets (Region 5)
January 25, 2007
Competitive Benchmarking ScaleBelow is a possible scale for rating the
competition’s product based on customer requirements.1 = the design does not meet the requirement2 = the design meets the requirement slightly3 = the design meets the requirement somewhat4 = the design meets the requirement mostly5 = the design completely meets the requirement
January 25, 2007
QFD Example Designing a Refrigerator
Importance
Rating
Low Energy Consumption 4 3 5 2
Quiet 1 3 4 5
Flexable Storage space 3 3 3 4
Easy to Clean 2 3 3 5
Handles Large Items 4 3 4 1
Reliable 5 1 3 5
Easy to Deliver 1 2 2 5
Fits in Kitchen Space 5 2 5 4
Looks Good 4 5 4 2
Dispenses water and ice 3 2 5 2
Low Cost 3 2 3 329 41 38
Whi
rlpoo
l
Us
Engineering Requirements (Region 2)
Cust
omer
Req
uire
men
ts
Matrix of Requirement Relations (Region 3)
Engineering Targets (Region 5)
May
tag
January 25, 2007
House of Quality Example Designing a Refrigerator
Importance
Rating
Low Energy Consumption 4 X x x 5 4 3
Quiet 1 X x X x 4 5 4
Flexible Storage space 3 x X x 4 5 3
Easy to Clean 2 x x x x 4 4 4
Handles Large Items 4 x x x x 5 4 3
Reliable 5 X X x 3 3 4
Easy to Deliver 1 x x 5 3 3
Fits in Kitchen Space 5 x x 4 3 4
Looks Good 4 X 3 4 5
Dispenses water and ice 3 X x 3 4 4
Low Cost 3 X X X x x x x 3 4 3Target 5.8 30 60 900 320 24 2 502 43 43 40
Units db % $ mm in yrs $
Cust
omer
Req
uire
men
ts
Com
pres
sor
Ener
gy
% S
helf
adju
stab
le
Cos
t
May
tag
Whi
rlpoo
l
Us
Noi
se
Mea
sure
men
t
Ove
rall
Wid
th
Man
ufac
turin
g C
osts
War
rant
y
Ref
riger
ator
D
epth
January 25, 2007
Taken From: Six Sigma web site at: http://www.isixsigma.com/offsite.asp?A=Fr&Url=http://www.npd-solutions.com/refrigppm.html
January 25, 2007
Example of a completed
House of Quality
January 25, 2007
Referenced from Six-sigma Financial
Services at: http://finance.isixsigma.com/offsite.asp?A=Fr&Url=http://w
ww.npd-solutions.com/apuppm.html
January 25, 2007
References• Presentation from Dr. David Munoz and Dr. Bob Frost• Web Research• Product Design: Techniques in Reverse Engineering and
New Product Development by Kevin Otto & Kristin Wood pp 259-300.
• QFD Institute• Six-sigma Financial Service at
http://finance.isixsigma.com/offsite.asp?A=Fr&Url=http://www.npd-solutions.com/apuppm.html
• Six Sigma web page www.isixsigma.com
January 25, 2007
HomeworkOn the web under Assignments is the QFD Assignment
– Each team needs to create a QFD and a House of Quality document
– These documents will be updated throughout the semester and used in your final Proposal as your design specification document
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