Ryan CraigGraduate StudentIndustrial and Systems EngineeringOhio University

Presented by Dr. David Koonce, PHD

A Quality Function Deployment methodology for product

development

Overview

– Quality Function Deployment (QFD) is an Industrial and Systems Engineering tool used in product development

– Developed by Dr. Yoji Akao in 1966

– Comprised of a number of processes, notably the House of Quality, and Kano’s model (Hauser and Clausing, 1988)

Background: QFD Tools

House of Quality– A series of matrices that define the relationship between

product features and customer driven quality/satisfaction

– Takes direct customer input data to help design the product, as well as input from cross function product development teams

– Marketing– Engineering– Sales– Management

(Hauser and Clausing, 1988)

Background: House of Quality

Basic House of Quality matrix (Revelle Moran and Cox, 1995)

Background: House of Quality

Customer Input

Quality score output (choose largest for optimal product design)

Completed House of Quality(Improvement Encyclopedia, 2007)

Background: House of Quality

Customer inputs are typically marketing surveys (web based and paper)

– Customers typically ask for all possible features with no concept of trade offs and production costs. Leads to end product similar to “Swiss Army Knife.” These types of products have difficulty in the market. Potential area for improvement

Quality output score determines which product will be produced along with the related features

(Hauser and Clausing, 1988)

Background: House of Quality

How does the HOQ work into the overall product development and manufacturing process?

Background: House of Quality

House of Quality throughout the manufacturing/development process (Qimpro Standards Association)

Background: Kano’s Model

Model of customer satisfaction for product features and attributes. Essential to developing products for respective benefit segments

Three types of features Attractive Quality: Cutting Edge (Exponential Increase) One Dimensional Quality: Standard Features (Linear) Must-Be Quality: Required Features (Exponential

approaching sufficient quality)

Leads to three types of customer segmentsKano, 2003

Background: Kano’s Model

Problem Statement

How can the customer input of the house of quality be improved as to produce a sellable, marketable product that avoids the “Swiss Army Knife” result of running HOQ/QFD?

How can the overall product development process be streamlined for the consumer electronics industry and the various types of customers?

Methodology

By using industry standard web surveys, the voice of the customer can be easily capture and analyzed

In order to avoid the “Swiss Army Knife” problem, an orthogonal design is used to structure the questions and responses

Capturing the Voice of the Customer

Using SPSS, an orthogonal design of the desired features is created– For this example of designing a consumer

electronics internet radio audio product, 8 features were compared

– 8 features, 2 levels (Yes/No)

Orthogonal Design/Survey Design

The orthogonal design creates 8 ‘cards’ which are composed of different combinations of features– Each card is a different combination based on the

orthogonal design of the original number of attributes

Survey respondents are asked to rate likeliness to purchase each product presented by one of the 8 cards

Survey Design

Example:– If you could purchase a home audio product that allows you to listen to Pandora

(www.pandora.com) Internet radio without a computer that does the following:

-Sets up out of the box automatically when you plug it in

-Connects to wired (Ethernet) Internet

-Can be moved around the home or office freely

-Includes over 11,000 Internet radio stations for free including news, sports, and talk radio from around the world (in addition to Pandora Internet radio)

How likely would you be to purchase this product?

(Scale of 1-7)

Survey Results

After obtaining the desired number of respondents and survey results, optimal feature sets can be determined

Likeliness to purchase (sum of the number of respondents that respond higher than ‘undecided’) is added to each survey card

Clustering Algorithm

Using a 2-stage clustering method of Wards and K-Means++, multiple feature sets based on the voice of the customer are created for input into the house of quality\

Optimally 3 feature sets in order to match Kano’s model

House of Quality

With the customer input section of the house of quality completed with the voice of the customer, input from the cross functional teams can be collected – Marketing, Management, Sales, Engineering

Optimizing the HOQ

Using Moskowitz and Kim’s QFD optimizer software, the product design can be analyzed and improved using the VOC and input from the cross functional teams

Maximizes quality score

Result

Using the obtained quality scores, the cross functional team can make an informed decision on which product to proceed developing

Questions?