Quality Function Deployment Chatchada Akarasriworn Tammy Davis Kelsey Poland Jing Shao

Quality Function Deployment

Chatchada AkarasriwornTammy DavisKelsey PolandJing Shao

IntroductionQuality function deployment (QFD) is a planning tool used to fulfill customer expectations. It is a disciplined approach to product design, engineering, and production and provides in-depth evaluation of a product. QFD focuses on customer expectations or requirements, often referred to as the voice of the customer.

It is employed to translate customer expectations, in terms of engineering or technical characteristics, that can deployed through:

Product planning Part development Process planning Production planning Service industries

The QFD Team

When an organization decides to implement QFD, the project manager and team members need to be able to commit a significant amount of time to it, especially in the early stages.There are two types of teams: Designing a new product Improving an existing product

Time and inter-team communication are two very important things that each team must use to their fullest potential.

The QFD Team cont.

Team meetings are very important in the QFD process. The team leader needs to ensure that

the meetings are run in the most efficient manner and that the members are kept informed.

Duration of the meeting will rely on where the team’s members are coming from and what needs to be accomplished.

Benefits of QFD

• Improves Customer Satisfaction Creates focus on customer requirements Uses competitive information effectively Prioritizes resources Identifies items that can be acted upon Structures resident

experience/informationReduces Implementation Time

Decreases midstream design changes Limits post introduction problems Avoids future application opportunities Surfaces missing assumptions

Benefits of QFD

• Promotes Teamwork Based on consensus Creates communication at interfaces Identifies actions at interfaces Creates global view out of details

Provides Documentation Documents rationale for design Is easy to assimilate Adds structure to the information Adapts to changes (a living document) Provides framework for sensitivity

analysis

The Customer Voice

Organization of InformationNow that the customer expectations and needs have been identified and researched, the QFD team needs to process the information.Methods include: Affinity diagrams Interrelationship diagrams Tree diagrams Cause-and-effect diagrams

Organization of Information cont.

An Affinity Diagram should be used when:

Thoughts are too widely dispersed or numerous to organize.

New solutions are needed to circumvent the more traditional ways of problems solving.

Support for a solution is essential for successful implementation.

Constructing an affinity diagram requires four simple steps:

1. Phrase the objective.2. Record all responses3. Group the responses4. Organize groups in an affinity diagram

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Left wall – Voice of customer, what customer expects

Technical descriptors (voice of the organization)

Interrelationship Between

Technical descriptors

Relationship between requirements and descriptors

Prioritized technicaldescriptors

Right wall – Prioritized customer requirement

Ceiling - Technical descriptors

Interior walls – Relationship between requirements and descriptors

Roof - Interrelationship between descriptors

Foundation – Prioritized technical descriptors

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Building House of Quality


Step 1 List customer requirements (WHATs) Customers’ needs

or expectations Primary Secondary


Step 2 List technical descriptors (HOWs) Counterpart

characteristics Primary Secondary Tertiary


Step 3 Develop a relationship matrix between WHATs and Hows Structuring an L-

Shaped Diagram Easy Not require

experience


Step 3 Contd. Relationship matrix

Degree of influence between each technical descriptor and each customer requirement

● Strong relationship=9○ Medium

relationship=3∆ Weak relationship=1Blank No relationship

Develop an Interrelationship Matrix Between HOWs

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Strong positive+9

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-3 X Negative

-9 Strong Negative

Step 4

Used to:

identify any interrelationship between each of the technical descriptors (support or conflict?)

Material Selection

Manufacturing Process

Technical descriptors (HOWs)

Building a House of Quality


Competitive Assessments

Step 5

Customer assessment

1. Corresponding to each customer requirement

2. Rating from 1 (worst) to 5 (best)

3. Used to

a) determine if the customer’s requirements have been met.

b) identify areas to concentrate on in the next design

c) Where an organization stands relative to its major competitors

Technical assessment

1. Corresponding to each technical descriptor

2. Rating from 1 (worst) to 5 (best)

3. Used to uncover gaps in engineering judgment.


Develop Prioritized Customer Requirements

Step 6

1. Importance to the customer: rating from 1 (least important) to

10 (very important)

2. Target value: rating from 1 (worst) to 5 (best)

3. Scale-up factor: ratio of the target value to the product rating given in the customer competitive assessment

4. Sales point: 1.0 (lowest) - 2.0 (highest)

5. Absolute weight = 1 X 3X 4

A percent and rank for each customer requirement can be determined.


Develop Prioritized Technical Descriptors

Step 7

1. Degree of difficulty: rating from 1 (least difficult) to 10 ( very difficult).

2. Target value: rating from 1 (worst) to 5 (best), same way as determining target value of customer requirement.

3. Absolute weight : aj= ∑Rijci

4. Relative weight: bj= ∑Rijdi

http://www.qfdi.org

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QFD Process

QFD Matrix (House of Quality) Basis for all future matrices Must refine technical descriptors

further More than one matrix often needed

Accomplishing QFD Process

HOWs of previous chart become WHATs of new chart Technical descriptors = HOWs; WHATs =

customer requirements Continue until each objective is refined to

actionable level

HOW MUCH carried to next chart to aid communication Prioritized technical descriptors Ensures target values aren’t lost

Refinement of QFD Chart

Complete QFD Process

Can be shown using Flow Diagram1st Chart—Product Planning2nd Chart—Part Development3rd Chart—Process Planning4th Chart—Production Planning

Other House of Quality Planning Charts

Depends on type of product and scope of projectDemanded quality chartQuality control process chartReliability deployment chartTechnology deployment chart

Examples

Universities Design course content & curriculum Support services

Business and Defense Organizations Budgeting

Designing training modules

Conclusion

QFD Effective management tool Customer expectations are used to

drive design process or to drive improvement in service industries

Advantages & Benefits

Orderly way of obtaining information & presenting itShorter product development cycleConsiderably reduced start-up costsFewer engineering changesReduced chance of oversights during design processEnvironment of teamworkConsensus decisionsEverything is preserved in writing

Everyone Benefits

Entire organization constantly aware of customer requirementsMarketing—specific sales points have been identified and can be stressedResults in satisfied customers!

Questions

What are some advantages of QFD?What methods could be used to determine the voice of the customer?What are the keys to success when building a House of Quality?Who is responsible for building the House of Quality?

Questions

If you are Pizza Hut and you are building a House of Quality, what customer requirements should you consider?What are some of the primary technical descriptors that should be considered?