Quality Function Deployment. What is QFD? A method of transferring customer needs and requirements...

Quality Function Quality Function DeploymentDeployment

What is QFD?What is QFD?

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

Brief HistoryBrief History

Dr. Yoji Akao and Shigeru MizunoDr. Yoji Akao and Shigeru Mizuno First implemented at Mitsubishi First implemented at Mitsubishi

Heavy Industries, Kobe Shipyard in Heavy Industries, Kobe Shipyard in 19721972

Toyota strongly influenced adoption Toyota strongly influenced adoption of QFD in North Americaof QFD in North America• Between 1977-1984 achieved a 61% reduction in product Between 1977-1984 achieved a 61% reduction in product

development cost, a 33% reduction in product development development cost, a 33% reduction in product development cycle, and virtual elimination of rust related warranty cycle, and virtual elimination of rust related warranty problems.problems.

Overview of Development ProcessOverview of Development Process

• Four Stages of The Development Four Stages of The Development Process:Process:• DesignDesign• AnalysisAnalysis• DevelopmentDevelopment• Full LaunchFull Launch

Overview of Development Process Overview of Development Process (Cont’d)(Cont’d)

• 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• Old services or products withdrawn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

• Need to rethink the new offering or production processes

Development

• Detailed specifications

• Process design• Marketing

program design• Personnel training• Testing and pilot

runs

• Service or product not profitable

Analysis

• Detailed review of market potential and production costs

Figure 2.2Figure 2.2

Design

• Development strategy

• Idea generation and screening

• Service package or product architecture formulation

• Production feasibility

Quality Function Quality Function DeploymentDeployment

Commonly Asked QuestionsCommonly Asked Questions

(QFD)(QFD)

Where Does QFD Fit?Where Does QFD Fit?

Everywhere !Everywhere !

Quality Function DeploymentQuality Function Deployment

Capturing/Applying Customer DataCapturing/Applying Customer Data

Capturing/Applying Customer DataCapturing/Applying Customer DataHow do we define a customer?How do we define a customer?

“Who must be satisfied with the product in order for the product to be considered

successful?"

Defining CustomersDefining Customers

Users who are concerned with Users who are concerned with functionality. functionality.

Management who is concerned with Management who is concerned with financial and strategic issues. financial and strategic issues.

Distribution and Purchasing Agents who Distribution and Purchasing Agents who are concerned with purchase transaction are concerned with purchase transaction and availability issues. and availability issues.

Internal workers who are concerned with Internal workers who are concerned with how the product will affect the quality of how the product will affect the quality of their work life. their work life.

Capturing Customer RequirementsCapturing Customer Requirements

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

Applying Customer DataApplying Customer Data

Prioritizing RequirementsPrioritizing Requirements

Prioritizing RequirementsPrioritizing Requirements

Importance to the Importance to the Customer Customer

Our Current Product Our Current Product Competitor One Competitor One Competitor Two Competitor Two Our Future Product Our Future Product Improvement Factor Improvement Factor Overall Importance Overall Importance Percent ImportancePercent Importance

BenchmarkingBenchmarking

BenchmarkingBenchmarking

Why Benchmark?Why Benchmark?• Establishes a definition to the level of Establishes a definition to the level of

real performance required to produce real performance required to produce the desired level of perceived the desired level of perceived performanceperformance

• Develop a product or service which will Develop a product or service which will excite the customer and get him/her to excite the customer and get him/her to purchase your productpurchase your product

BenchmarkingBenchmarking

Who Should we benchmark?Who Should we benchmark?• The same products or services for which The same products or services for which

they captured performance perceptionsthey captured performance perceptions • A good policy is to benchmark products A good policy is to benchmark products

across the whole spectrum of across the whole spectrum of performanceperformance

• Benchmarking all of the competitive Benchmarking all of the competitive products is not required; just check products is not required; just check representative productsrepresentative products

BenchmarkingBenchmarking

How do we capture the results?How do we capture the results?• Translate the raw benchmark data Translate the raw benchmark data

directly and associate that data with the directly and associate that data with the appropriate measureappropriate measure

• Translate the raw benchmark data into Translate the raw benchmark data into the same scale as was used to capture the same scale as was used to capture the perceived performance ratingsthe perceived performance ratings

Target ValuesTarget Values

Target ValuesTarget 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 ActionsDefining Actions

The final result of the QFD processThe final result of the QFD process• To develop a comprehensive product To develop a comprehensive product

specificationspecification • Answers the question: Answers the question:

“ “What actions do we need to take to What actions do we need to take to achieve the targets that we have set in achieve the targets that we have set in order to satisfy our customers?order to satisfy our customers?" "

Seven Management and Seven Management and Planning ToolsPlanning Tools

Affinity DiagramsAffinity Diagrams Relations DiagramsRelations Diagrams Hierarchy Trees (Tree Diagram)Hierarchy Trees (Tree Diagram) Matrices And TablesMatrices And Tables. . Process Decision Program Process Decision Program

Diagrams (PDPC)Diagrams (PDPC) Analytic Hierarchy Process (AHP)Analytic Hierarchy Process (AHP) BlueprintingBlueprinting

Affinity DiagramsAffinity Diagrams

Method utilized by teams to Method utilized by teams to organize/gain insight into a set of organize/gain insight into a set of qualitative information, (i.e. voiced qualitative information, (i.e. voiced customer requirements).customer requirements).

Developed to discover meaningful Developed to discover meaningful groups of ideas within a raw list.groups of ideas within a raw list.

Affinity DiagramsAffinity Diagrams (Cont) (Cont)

Ishikawa recommends using the Ishikawa recommends using the affinity diagram when facts or affinity diagram when facts or thoughts are uncertain and need to thoughts are uncertain and need to be organized, when pre-existing be organized, when pre-existing ideas or paradigms need to be ideas or paradigms need to be overcome, when ideas need to be overcome, when ideas need to be clarified, and when unity within a clarified, and when unity within a team needs to be created.team needs to be created.

Relations DiagramsRelations Diagrams

Drawn to show all the different Drawn to show all the different relationships between factors, areas, relationships between factors, areas, or processes. or processes.

Facilitates the selection of factors Facilitates the selection of factors that drive many of the other that drive many of the other symptoms or factors.symptoms or factors.

Hierarchy Trees (Tree Hierarchy Trees (Tree Diagram)Diagram)

Illustrates the structure of Illustrates the structure of interrelationships between groups of interrelationships between groups of statementsstatements

Built from the top down in an analytical Built from the top down in an analytical manner.manner.

Applied to an existing set of structured Applied to an existing set of structured information, such as that produced by information, such as that produced by building an Affinity Diagram and then used building an Affinity Diagram and then used to account for flaws in the data.to account for flaws in the data.

Matrices And TablesMatrices And Tables

A series of related matrices and tables A series of related matrices and tables used as the tool for translating the voice of used as the tool for translating the voice of the customerthe customer

First to design specificationsFirst to design specifications Second to more detailed part Second to more detailed part

characteristicscharacteristics Third to show the necessary process and Third to show the necessary process and

technology characteristics technology characteristics Finally to show the specific operational Finally to show the specific operational

conditions for the production phaseconditions for the production phase

Process Decision Program Process Decision Program Diagrams (PDPC)Diagrams (PDPC)

PDPC are used to study potential PDPC are used to study potential failures of new processes and failures of new processes and servicesservices

Analytic Hierarchy Process Analytic Hierarchy Process (AHP)(AHP)

AHP uses pair wise comparisons on AHP uses pair wise comparisons on hierarchically organized elements to hierarchically organized elements to produce an accurate set of priorities.produce an accurate set of priorities.

BlueprintingBlueprinting

Blueprinting is a tool used to Blueprinting is a tool used to illustrate and analyze all the illustrate and analyze all the processes involved in providing a processes involved in providing a service.service.

Different Modes of ApplicationDifferent Modes of Application

Four Phase ApproachFour Phase Approach• Translate customer wants into Product Translate customer wants into Product

characteristicscharacteristics• Translate Product characteristics into Translate Product characteristics into

Part CharacteristicsPart Characteristics• Part characteristics into Product Part characteristics into Product

CharacteristicsCharacteristics• Finally, Product into Production ControlsFinally, Product into Production Controls

Different Modes of ApplicationDifferent Modes of ApplicationFour Phase ApproachFour Phase Approach

Different Modes of ApplicationDifferent Modes of Application

Matrix of Matrices ApproachMatrix of Matrices Approach

Different Modes of ApplicationDifferent Modes of ApplicationMatrix of Matrices ApproachMatrix of Matrices Approach

Used to address wide variety of Used to address wide variety of development issuesdevelopment issues

Uses specific matrices for each Uses specific matrices for each specific development issuespecific development issue

Different Modes of ApplicationDifferent Modes of Application

Concept Selection ApproachConcept Selection Approach

Different Modes of ApplicationDifferent Modes of ApplicationConcept Selection ApproachConcept Selection Approach

Was developed for implementing Was developed for implementing concurrent engineering practicesconcurrent engineering practices

Evaluating the wants and needs from all Evaluating the wants and needs from all different types of customersdifferent types of customers

Integrates the principles of concept Integrates the principles of concept selection to help development teams to selection to help development teams to objectively and evaluate alternativesobjectively and evaluate alternatives

Different Modes of ApplicationDifferent Modes of ApplicationWhich Approach Should You Choose?Which Approach Should You Choose?

Depends on your Depends on your individual Product individual Product NeedsNeeds

Each System can Each System can be modified to suit be modified to suit specific situationsspecific situations

House Of QualityHouse Of Quality

House Of QualityHouse Of Quality

A popular assembly of several A popular assembly of several deployment hierarchies and tables, deployment hierarchies and tables, including theincluding the • Demanded Quality HierarchyDemanded Quality Hierarchy • Quality Characteristics HierarchyQuality Characteristics Hierarchy • Relationships MatrixRelationships Matrix • Quality Planning TableQuality Planning Table • Design Planning TableDesign Planning Table

House Of QualityHouse Of Quality (Cont) (Cont)

This technique is a type of This technique is a type of conceptual map providing means to conceptual map providing means to the inter-functional planning and the inter-functional planning and coordination in product improvement coordination in product improvement and development. and development.

This method brings the customer This method brings the customer needs in the focus to design/ needs in the focus to design/ redesign the product and serviceredesign the product and service

To Build The House Of To Build The House Of QualityQuality

Identify Customer WantsIdentify Customer Wants Identify How The Good/Service Will Identify How The Good/Service Will

Satisfy The Customer’s Wants Satisfy The Customer’s Wants Planning Matrix Planning Matrix Interrelationship matrix Interrelationship matrix Technical correlation (Roof) matrix Technical correlation (Roof) matrix Technical priorities, benchmarks and Technical priorities, benchmarks and

targets targets

Step 1Step 1

Identify Customer WantsIdentify Customer Wants

• A structured list of requirements derived A structured list of requirements derived from customer statementsfrom customer statements

Step 2Step 2

Identify How The Good/Service Identify How The Good/Service Will Satisfy The Customer’s Will Satisfy The Customer’s Wants Wants

• A structured set of relevant and A structured set of relevant and measurable product characteristics.measurable product characteristics.

Step 3Step 3

Planning MatrixPlanning Matrix

• Illustrates customer perceptions Illustrates customer perceptions observed in market surveysobserved in market surveys

• Includes relative importance of Includes relative importance of customer requirements, company and customer requirements, company and competitor performance in meeting competitor performance in meeting these requirementsthese requirements

Step 4Step 4

Interrelationship matrixInterrelationship matrix• Illustrates the QFD team's perceptions of interrelationships Illustrates the QFD team's perceptions of interrelationships

between technical and customer requirementsbetween technical and customer requirements

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

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

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

Step 5Step 5

used to identify where technical used to identify where technical requirements support or impede requirements support or impede each other in the product designeach other in the product design

Can highlight innovation Can highlight innovation opportunitiesopportunities

Step 6Step 6

Technical priorities, benchmarks and Technical priorities, benchmarks and targetstargets • Used to record the priorities assigned to Used to record the priorities assigned to

technical requirements by the matrixtechnical requirements by the matrix • Measures of technical performance achieved by Measures of technical performance achieved by

competitive productscompetitive products • The degree of difficulty involved in developing The degree of difficulty involved in developing

each requirementeach requirement The final output of the matrix is a set of The final output of the matrix is a set of

target values for each technical requirement target values for each technical requirement to be met by the new design, which are to be met by the new design, which are linked back to the demands of the customerlinked back to the demands of the customer

ExampleExample

Benefits Of Adopting QFD Benefits Of Adopting QFD

Reduced time to marketReduced time to market Reduction in design changes Reduction in design changes Decreased design and manufacturing Decreased design and manufacturing

costs costs Improved quality Improved quality Increased customer satisfactionIncreased customer satisfaction