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Quality Function Deployment (QFD)

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Besterfield, Mech. Eng.

Outline
l l l l l l l l Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD Process Summary
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Besterfield, Mech. Eng.

Introduction
l Dr. Mizuno, Prof. Emeritus l Mitsubishi Heavy Industries
l Kobe Shipyards, 1972

l Toyota Minivans (1977 Base)

l 1979 - 20% Reduction In Start-Up Costs l 1982 - 38% l 1984 - 61%

l Dr. Clausing, Xerox, 1984 l Any Manufacturing Or Service Industry

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Besterfield, Mech. Eng.

QFD Team
l Significant Amount Of Time
l Communication

l Two Types Of Teams

l New Product l Improve Existing Product

l Marketing, Design, Quality, Finance, Production, Etc.

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Besterfield, Mech. Eng.

Benefits Of QFD
l l l l Customer Driven Reduces Implementation Time Promotes Teamwork Provides Documentation

Besterfield, Mech. Eng.

Customer Driven
l l l l l Creates Focus On Customer Requirements Uses Competitive Information Effectively Prioritizes Resources Identifies Items That Can Be Acted On Structures Resident Experience/Information

Besterfield, Mech. Eng.

Reduces Implementation Time

l l l l l Decreases Midstream Design Change Limits Post Introduction Problems Avoids Future Development Redundancies Identifies Future Application Opportunities Surfaces Missing Assumptions

Besterfield, Mech. Eng.

Promotes Teamwork
l l l l Based On Consensus Creates Communication At Interfaces Identifies Actions At Interfaces Creates Global View-Out Of Details

Besterfield, Mech. Eng.

Provides Documentation
l l l l l Documents Rationale For Design Is Easy To Assimilate Adds Structure To The Information Adapts To Changes (Living Document) Provides Framework For Sensitivity Analysis
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Besterfield, Mech. Eng.

Voice Of The Customer

l Driving Force Behind QFD
l Customer Dictates Attributes Of Product

l Customer Satisfaction
l Meeting Or Exceeding Customer Expectations l Customer Expectations Can Be Vague & General In Nature l Customer Expectations Must Be Taken Literally, Not Translated Into What The Organization Desires
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Besterfield, Mech. Eng.

Collecting Customer Information

l What Does Customer Really Want ? l What Are Customers Expectations ? l Are Customers Expectations Used To Drive Design Process ? l What Can Design Team Do To Achieve Customer Satisfaction?
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Besterfield, Mech. Eng.

Types Of Customer Information

l Solicited, Measurable, Routine
l Cus. & Market Surveys, Trade Trials

l Unsolicited, Measurable, Routine

l Customer Complaints, Lawsuits

l Solicited, Subjective, Routine

l Focus Groups

l Solicited, Subjective, Haphazard

l Trade & Cus. Visits, Indep. Consultants

l Unsolicited, Subjective, Haphazard

l Conventions, Vendors, Suppliers
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Besterfield, Mech. Eng.

House Of Quality
Interrelationship between Technical Descriptors Technical Descriptors (Voice of the organization) Customer Requirements (Voice of the Customer) Prioritized Customer Requirements

Relationship between Requirements and Descriptors

Prioritized Technical Descriptors

Besterfield, Mech. Eng.

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Building A House Of Quality

l l l l l l l List Customer Requirements (Whats) List Technical Descriptors (Hows) Develop Relationship (Whats & Hows) Develop Interrelationship (Hows) Competitive Assessments Prioritize Customer Requirements Prioritize Technical Descriptors
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Besterfield, Mech. Eng.

QFD Matrix
Technical Descriptors Primary Secondary

Prioritized Technical Descriptors

Customer Competitive Assessment

Degree of Technical Difficulty Target Value Absolute Weight and Percent Relative Weight and Percent

Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Our As Bs

Technical Our Competitive As Assessment Bs

Customer Requirements

Prioritized Customer Requirements

+9 +3 -3 -9

Strong Positive Positive Negative Strong Negative

Primary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

Secondary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

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Besterfield, Mech. Eng.

Customer Requirements (Whats)

Secondary Primary Tertiary

Customer Requirements (WHATs)

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Besterfield, Mech. Eng.

Technical Descriptors (Hows)

Secondary Primary Tertiary

Technical Descriptors (HOWs)

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Besterfield, Mech. Eng.

L - Shaped Diagram
Technical Descriptors Primary Secondary Secondary

Customer Requirements

Primary

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Besterfield, Mech. Eng.

Relationship Matrix
Technical Descriptors Primary Secondary Secondary

Primary

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak 19

Besterfield, Mech. Eng.

Correlation Matrix
Technical Descriptors Primary Secondary Secondary Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs
+9 +3 -3 -9 Strong Positive Positive Negative Strong Negative

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak 20

Besterfield, Mech. Eng.

Customer Competitive Assessment

5 3 1 2 5 1 4 4 Customer Requirements Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Customer Competitive As Assessment Bs

Ours

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Besterfield, Mech. Eng.

Technical Competitive Assessment

5 3 1 2 5 1 4 4 1 3 4 2 1 2 1 4
Our As Bs

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Technical Our Competitive As Assessment Bs

Customer Competitive Assessment

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Besterfield, Mech. Eng.

Prioritized Customer Requirements

l l l l l Importance Rating Target Value Scale-Up Factor Sales Point Absolute Weight & Percent
l (Importance Rating) l (Scale-Up Factor) l (Sales Point)
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Besterfield, Mech. Eng.

Technical Descriptors Primary Secondary Secondary

Primary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

5 3 1 2 5 1 4 4 1 3 4 2 1 2 1 4 Our As Bs

7 3 9 10 2 4 8 1

5 1.2 3 1.5 1 2 3 1.5 1 15 5 1 1.5 3 1 2 1.5 4 1 4

Customer Competitive Assessment

Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Technical Our Competitive As Assessment Bs

Customer Requirements

Prioritized Customer Requirements

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Besterfield, Mech. Eng.

Prioritized Technical Descriptors

l Degree Of Difficulty l Target Value l Absolute Weight & Percent

l Relative Weight & Percent

n a = R c j ij i i=1
n b = R d j ij i i=1

R is Relationship Matrix c is Customer Importance

R is Relationship Matrix c is Customer Absolute Weights

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Besterfield, Mech. Eng.

Technical Descriptors Primary

Customer Requirements

Customer Competitive Assessment

Degree of Technical Difficulty 1 8 4 2 9 8 2 5 2 3 4 3 1 3 1 5 Target Value Absolute Weight and Percent 90 133 Relative Weight and Percent Prioritized Technical Descriptors

Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Our As Bs

Technical Our Competitive As Assessment Bs

1 3 4 2 1 2 1 4

Prioritized Customer Requirements

+9 +3 -3 -9

Strong Positive Positive Negative Strong Negative

Primary

Secondary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

Secondary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1
5 3 1 2 5 1 4 4 7 3 9 10 2 4 8 1

Strong Medium Weak

5 1.2 3 1.5 1 2 3 1.5 1 15 5 1 1.5 3 1 2 1.5 4 1 4

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Besterfield, Mech. Eng.

QFD Process
HOWs HOWs

WHATs

HOW MUCH

WHATs HOW MUCH

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Besterfield, Mech. Eng.

Phase I Product Planning

Design Requirements Customer Requirements

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Besterfield, Mech. Eng.

Phase II Part Development

Part Quality Characteristics Design Requirements

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Besterfield, Mech. Eng.

Phase III Process Planning

Key Process Operations Part Quality Characteristics

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Besterfield, Mech. Eng.

Phase IV Production Planning

Production Requirements Key Process Operations

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Besterfield, Mech. Eng.

Production Launch

QFD Summary
l Orderly Way Of Obtaining Information & Presenting It l Shorter Product Development Cycle l Considerably Reduced Start-Up Costs l Fewer Engineering Changes l Reduced Chance Of Oversights During Design Process l Environment Of Teamwork l Consensus Decisions l Preserves Everything In Writing
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Besterfield, Mech. Eng.