Why QFD? Quality Function Deployment. Why Is QFD Effective? Diversification of customer needs Increased interest toward Customer Satisfaction New products

Why QFD?

Quality Function Deployment

Why Is QFD Effective?

• Diversification of customer needs

• Increased interest toward Customer Satisfaction

• New products that satisfy market needs

• Shorter product development period

• Quality Assurance at product development stage

• Creativity for attractive products and services

Key Points:


• Certain Value Assurance

• Proper management of PL-related issues

• Quick approach to international standards (ISO 9000 series)

• Quick approach to international standards (ISO 14000 series)

Key Points:


Sorting: After separating things into what is necessary and what is not, eliminate unnecessary ones.

Organization: Putting necessary things in order and keep them always ready for use.

Sorting/Organization

Information Control

Developing attractive products

Securing Quality Assurance

Grasping Customer Satisfaction

Firsthand Voice of

customers

Consumer behavior

Information


Major Quality Assurance operations

Major product development operations

Operations not needing men to do

Opera-tions

Which kind of results does the operation cause?

What happens how according to the operation?


Information Control



Information Control Developing attractive

products

Securing Quality Assurance

Grasping Customer Satisfaction

Firsthand Voice of

customers

Consumer behavior

Information

Opera-tions

Major Quality Assurance operations

Major product development operations

Operations not needing men to do


Information Control

Grasping Cause and Effects

Ladder of Abstraction

Luxu-ries

Tobacco

Coffee

Liquor 　　

Cigar

Cigarette

Brewed

Blended

Distilled

Beer

Wine

Sake

Liqueur

Cocktail

Brandy

Whisky

Gin

Vodka

Rum

Irish

Scotch

Bourbon

Canadian

Japanese

White Horse

Old Parr

Glenfiddich

Ballentine’s 12 years

17 years

1st

2nd3rd

4th

More abstractive

More specific

Higher abstraction

level

Lower abstraction

level

1st

2nd

3rd4th


Luxu-ries

Tobacco

Coffee

Liquor 　　

Cigar

Cigarette

Brewed

Blended

Distilled

Beer

Wine

Sake

Liqueur

Cocktail

Brandy

Whisky

Gin

Vodka

Rum

Irish

Scotch

Bourbon

Canadian

Japanese

White Horse

Old Parr

Glenfiddich

Ballentine’s 12 years

17 years


• Level figures are relative, not absolute.

• The ladder (The Tree Diagram) represents a

component-based system.

• People clime up and down the ladder of

abstraction while they talk.

Would you like bourbon?Or Irish whisky?May I have

Whisky?

I want Scotch.

Function and Quality

Description 　　 Indicate 　　 Time Function

of 　　 Verb ＋　　 Noun

Function 　　 Action 　　 Subject

<JIS Definition of Quality>

The totality of proper characteristics or performance which

are the objects of estimation to determine whether a

product or service satisfies purpose of use or not.

Modifier accurately exact Quality

Function and Quality

Description 　　 Indicate 　　 Time Function

of 　　 Verb ＋　　 Noun

Function 　　 Action 　　 Subject

Characteristic Performance

exact: precision 15-second difference / month05-second difference / month

15-second difference / year

accurately: precision Indication by HourMinuteSecond

Modifier accurately exact Quality

Positive Function and Passive Function

Positive Function: Function that acts without human operation

Passive Function: Function that acts with human operation

Example:Dynamite

Positive Function: “Keep gunpowder”

Passive Function: “Blast things”

Breakup Sheet for Wants & Needs (1)

Clearly

Comfortably

Pleasantly

Instantly

Easily

Quickly

Modifier

Language

Numerical value

Picture

Sound

Fragrance

Animation

Store

Download

Record

Put up

Transmit

Transfer

Process Information

Verb NounDescriptionof

Function

Quality

Word that modify the noun or the verb of a function

Accurate

Most up-to-date

Overseas

Timely

Plenty of

Modifier

Quickly:

1 Hour

5 Minute

2 Second

Lower

Higher

Level of function achieved

Breakup Sheet for Wants & Needs (2)

Combine the modifiers and the words deployed from the description of function, and you can generate new ideas for the directions of new product development.

Ex: “Instantly transmit overseas fragrance”

Improve the achieved level of a modifier drastically, and you can develop a new product.

Ex: Improve the achieved level of the modifier “plenty of” concerning “Plenty of information”from megabyte (MB) to gigabyte (GB)

The Three Principles of QFD

• The principle of “Subdivision” and “Integration”

• The principle of “Multidimensionality” and

“Visualization”

• The principle of “Holism” and “Partialism”

The QFD Principles (1)

1. Subdivision and Integration

(1) Think about the things after subdividing them.

(2) Clarify the functions separately from their quality.

A function is a task that product should have.

Quality is the level of the function achieved.

(3) Clarify the Required Quality in the market

separately from Quality Characteristics in the

world of engineering.


1. Subdivision and Integration

(4) Separate Cost-related issues from Quality-related

issues.

(5) First of all, subdivide or separate things.

Thereafter integrate the items again. The results

can be organized in Quality Deployment Tables.

(6) The first principle of QFD is: “Subdivision” and

“Integration”.

Steps of Quality Assurance

Activity

Sales

Planning

Design

Production Preparation

Manufacturing

Quality

Required Quality

Planned Quality

Designed Quality

Manufactured Quality

Contents of activity

Knowing the real customers’ wants and needs

Planning to satisfy the wants and needs

Designing to realize the Planned Quality

Manufacturing the product as it is designed.

Manufactured Quality (MQ), Designed Quality (DQ)and Required Quality (RQ) (1)

Actual Product (Gembutsu)

8.0mm

140.0mm

How closely MQ meets DQ?MQ

DQ

DQ ： Shaft length 140.0mm

Quality DesignCharacteristic value

QD: Shaft diameter 8.0mm

Quality DesignCharacteristic value

Why is this Quality Characteristic required?

Why is this design value settled?

Manufactured Quality (MQ), Designed Quality (DQ)and Required Quality (RQ) (1)

RQ

Why is this Quality Characteristic required?

Why is this design value settled?

Answers to these questions

Easy to hold Easy to write Fits on fingers

Quality Cycle in terms of Potential on Usability Value

Earth(Ecological Environment)

New Resources

Quality of

goods in use

Pu

rcha

sed

go

od

s

Quality of

reused goods

Con

sum

ptio

n go

ods

Durable goods

Quality ofdiscarded goods

Secondhand

goods

Recycled goods

Waste

t’tRaw materialQuality of raw material

Components

Assemblies

Quality of Product

Product on

shop shelf

Product in

physical distribution

Quality of

Merchandise

How to Collect Customer Information

1)Interview in group

2)Interview on individual

3)Behavior survey of customersPresale shops, learning customer needs by observation, survey

of leftover foods

4)Survey with questionnaire

5)Poll via telephone

6)Poll by mail

7)Opinion (customer) card

8)In-company information

9)Industry news

10)Survey via internet

Behavior Survey of Customers

What are potential customer needs?

Scene Deployment (1)

Voice of Customer

Attribute 1

Attribute2

Attribute3

Beer that is “easy to cool”

When Where Who

After taking shower In his own apartment a young manwhen returning home 　　　　　 (Based on interview)

While having a barbecue On the beach a young woman

During a break In the field a farmerfrom field work 　　　　　 (as assumed)

When? Where?

Who?

Why

Why do customers want it?


WhyWhy do customers want it ?　　　　　 Voice of Customer (VC)

Can easily be ready to drink at any time

Answer

Because...

Be able to drink anytime, anywherePurpose

If the purpose is taken into account together with the scene...


If the purpose is taken into account together with the scene...

Required Items

What How

Which quality, safety and reliability are necessary to fulfill

the purpose?

In new product development, the quality criterion is relative, compared with competitors.

• Getting cool quickly• Pull-top easy to open

• An amount suitable for gulping

• A container easy to drink from

• Cooling off in about 5 minutes• The mouth of the container can be

kept clean even when customer open it with dirty hands

• An amount suitable for gulping (around 150 ml)

• The size that beer does not overflow from the container (1 cm2)

Scenes and Required Quality of Coffee-Maker (1)

Voice of Customer (VOC):

　　　 Who 　　　 When 　　　 Where

Scene 1: a businessman living during breakfast at his firm’s dormitoryaway from home

Scene 2: a professor when receiving in his officea guest

Scene 3: a female student when receiving in the lab at thea guest university

I want to drink tasty coffee.

Try to change “who”

Consider the time when customers want it

Imagine where customers want to drink it

Scenes and Required Quality of Coffee-Maker (2)

Voice of Customer (VOC):

I want to drink tasty coffee.

Required Quality

Scene 1: Able to make coffee quicklyAble to make any amount of coffee as required

Scene 2: Easy to make a lot of coffee

Scene 3: Able to make fragrant coffeeHot enough to drink


2. Multidimensionality and Visualization

(1) Consider data, as divided and regrouped in the

deployment table, from multidimensional viewpoints.

(2) Quality Table is used to consider quality from a two-

dimensional angle, marketwise and engineering-wise.


2. Multidimensionality and Visualization

(3) The third persons can see and understand visualized

information on Deployment Tables and Quality Tables.

(4) Visualized information lets third persons point out

drawbacks.

(5) The second principle is: “Multidimensionality” and

“Visualization”.

Quality Table Schematic (1)

Te

rtia

ry

Tertiary

Quality Element

RequiredQuality

Primary Secondary

Prim

ary

Sec

ond

ary

a b c d e f g h i j k l m n o p q

Z 1 Z 2 Y 1 Y 2 X 1

Z Y X 　　　　　　

A

A1

A11

A12

A13

A21

A22

A23

B11

B12

B13

B14

B21

B22

B23

B24

C11

C12

C13

A2

B1

B2

C1

B

C

◎

○

△○

△

◎

○

◎○

△

◎

◎

◎

◎

◎

△

◎○

○

◎

(a) Quality Table based on tertiary items


Quality Element

RequiredQuality

Z 1 Z 2 Y 1 Y 2 X 1

Pla

nned

Qua

lity

A2 ○ 3 2 3 3B1 △ ○ 2 2 3 3B2 ◎ 4 5 2 5C1

C2

Comparative Analysis

Com

pany

A

Com

pany

B

Our

Com

pany

A1 ◎ ◎ 5 5 5 5

Impo

rtan

ce

335

Quality Planning

5

(b) Quality Table based on secondary items


(c) Quality Table according to tertiary items in terms of major Required Quality on the secondary level

QualityElement

RequiredQuality

d e f j k

A12 ◎ ◎ ○A13 ○ ◎B21

B22 △ ◎B23 ○

A11 ◎

l

◎

○

B24 ◎

m

A1

B2

Z2 Y2


3. Holism and Partialism

(1) Overview the whole and identify the parts more important.

(2) Magnify important points and consider them in detail.

(3) Partial optimization does not always result in optimization

of the whole.


3. Holism and Partialism

(4) Striking a balance between the whole and its parts is

imperative.

(5) The third principle of QFD is: “Holism” and “Partialism”.

Overview of the VOC Conversion Sheet (1)

VOC Conversion Sheet (A)

VOC Conversion Sheet (B)

VOC Conversion Sheet (C)

Data AttributeNo. VOC Scene Required Item

Required Quality Quality Element

Charac-teristic

Charac-teristic

Charac-teristic

Charac-teristic

Measure

　 Noun 　　 Verb 　

Function Quality Remarks

　　

(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12)


VOC Conversion Sheet (A)

Data AttributeNo. VOC Scene Required Item Required Quality

(1) (2) (3) (4) (5) (6)

(1) No.: Number of Questionnaire

(2) Data Attribute: Attributes of customers who furnish VOC

(3) VOC: Voice of Customer

(4) Scene: Scenes where customers use the product/service

(5) Required Item: Brief description of what is assumed to be customer needs/wants

(6) Required Quality: Customer needs/wants in terms of Quality


VOC Conversion Sheet (B)

Quality Element

　 Characteristic 　 Characteristic Characteristic Characteristic

(7) (8)

(7) Correspondence: Interrelationship between the Required Quality and the Quality Characteristic

(8) Quality Characteristic: Alternative characteristic for the Required Quality

(Note: Four columns are available for this)


VOC Conversion Sheet (C)

Measure

　 Noun 　　 Verb 　Function Quality Remarks

　　

(9) (10) (11) (12)

(9) Measure: Measure that comes to mind during the VOC conversion process

(10) Function:Noun/Verb describing a function that comes to mind during the VOC conversion process

(11) Quality: Modifier of noun/verb that comes to mind during the VOC conversion process

(12) Remark: Comment that come to mind during the VOC conversion process

Required Item and Required Quality

Required Items

Indicate timeIndicate direction

Letters can be written

Required Function

Available immediatelyEasily available

Required Delivery Time

Reasonable20% discountable

Required Price

Sure to be ignitedAble to use safely

Required Quality

Use resin materialUse light material

Include watchInclude ballpoint pen

Measure

DurableWatertight

Quality Characteristic

Quality Element (QE) Deployment Table

Reliability

Durability

Maintain-ability

MTTF: Mean Time To Failure

B10 Life

Breakdown rate: Frequency of failure per unite period

MTTR: Mean Time To Repair

Repair rate: Probability of repair completed within a specified time

Quality Element

Quality Element

QualityCharacteristic

QE

QE QE

QC QC QC• • • • • • • • •

MoreAbstractive

MoreSpecific

QC: Quality Characteristic

Concept Model of QFD in General

(1) Gather user needs/wants.

(2) Convert VOC into Required Item.

(3) Convert Required Item into Required Quality.

(4) Prepare Required Quality Deployment Table.

(5) Prepare Quality Element Deployment Table.

(6) Fill up Quality Table.

(7) Determine Planned Quality.

(8) Convert the “Degree of Importance” of Required Quality into that of Quality Element.

(9) Determine Designed Quality.

Concept Model of QFD in General

(5)

QEDeployment Table

RQ

D

eplo

ymen

t Ta

ble

(4) Quality Table

(6)

Extract (7)Quality Planning

Degree of Importance

(9)

Des

igne

dQ

ualit

yD

egre

e o

f Im

po

rta

nce

(8)

Required Item

Gather user needs/wants(1)

(2)

VOC

(3)RQ

-Triangles-Tree Diagram and Deployment Table (1)

A

B

A1

A2

B1

B2

Tree Diagram:Deploy from left to right

-Triangle- Deployment Table

-Triangles-Tree Diagram and Deployment Table (2)

Deploy from a to b

b

a

A

B

A1

A2

B1

B2

Example of Deployment Table-Production Process-

Primary Secondary Tertiary

Wet process Electroplating Single platingAlloy platingMultiple platingLaser plating

Electroless plating Electroless alloy platingMultiple platingCleaning

Grinding Mechanical grindingElectrolytic grindingChemical grinding

Dry process Physical Vapor Deposition (PVD)

Vacuum evaporationIon platingSputtering

Ion implantationIon beam mixing

Definition of Quality Function Deployment

Quality Function Deployment (in its broad sense):A general term for Quality Deployment and Quality Function Deployment in its narrow sense.

Quality Deployment:With user needs/wants converted to alternative characteristics (Quality Characteristics) and the Designed Quality of finished products being set, the Quality of functional components and of individual parts as well as process elements are deployed systematically.

Quality Function Deployment (in its narrow sense):The task or job that makes up quality is deployed into detailed partials systematically and step-wise.

Source: Yoji Akao “QFD”

QD and QFD in Narrow Sense

Quality

Deployment of xxxx Quality

Job Function = Deployment of xxxx Quality Function P

lanning D

esign Trial

Manufacturin

g Manufacturin

g Servic

e

Quality Function

Deployment

Source: Yoji Akao “QFD”

The Flow of Quality Deployment

Element ofProduction Process

AlternativeCharacteristic

Use

Nee

ds/W

ant

sQ

ualit

y o

f F

unc

tiona

l Pa

rts

QFD in Narrow Sense

Research marketCollect informationAnalyze market needs, technologywiseResearch market for a current productResearch competitive productsInvestigate regulatory trendsInvestigate the PL issue trendDraft concepts for planningTake into account market technological trendsStudy the feasibility of necessary technologyForecast the demand

Determine inspection standardsDetermine inspection itemsPrepare boundary examplesCheck inspection procedures

Grasp market needs

Choose the right theme for development

Prepare inspection

Plan product

Prepare production

Assure product quality

Concept Model of Rdb-QFD

Manufac-turing Div.

Production Eng. Div.

Material Procurement Div.

Drawings &Engineering Data

R&D &Engineering

Div.

QualityTable

Designed Quality

Planned Quality

BN

E R

egis

ter

Designed Quality

QualityTable

Cp

HeadquartersSales Dept

After-sale Service Div.

Complaints/ClaimsManufacturingProcess Data

QA Div.

Inventory Data

QA

Tab

le

Eng

inee

ring

See

ds

Req

uire

d Q

ualit

y

Req

uire

d Q

ualit

y

Req

uire

d Q

ualit

y

Man

ufac

turin

gM

etho

ds Mat

eria

ls



Uni

t/C

ompo

nent

What Is Quality Function

Deployment?Tadashi OhfujiTamagawa University

Documents

Why QFD? Quality Function Deployment. Why Is QFD Effective? Diversification of customer needs Increased interest toward Customer Satisfaction New products