Quality Function Deployment QFD Outline l Introduction l

Quality Function Deployment (QFD)

Outline l Introduction l QFD Team l Benefits Of QFD l Voice Of The Customer l House Of Quality l Building A House Of Quality l QFD Process l Summary

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

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.

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

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

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

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

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

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

Collecting Customer Information l What Does Customer Really Want ? l What Are Customer’s Expectations ? l Are Customer’s Expectations Used To Drive Design Process ? l What Can Design Team Do To Achieve Customer Satisfaction?

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

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

Building A House Of Quality l List Customer Requirements (What’s) l List Technical Descriptors (How’s) l Develop Relationship (What’s & How’s) l Develop Interrelationship (How’s) l Competitive Assessments l Prioritize Customer Requirements l Prioritize Technical Descriptors

QFD Matrix Technical Descriptors Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Strong Medium Weak Prioritized Customer Requirements Secondary Primary Prioritized Technical Descriptors Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Technical Our Competitive A’s Assessment B’s Degree of Technical Difficulty Target Value Absolute Weight and Percent Relative Weight and Percent Customer Competitive Assessment Strong Positive Negative Strong Negative +9 +3 +1 Customer Requirements +9 +3 -3 -9 Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs

Customer Requirements (WHATs) Tertiary Secondary Primary Customer Requirements (What’s)

Technical Descriptors (HOWs) Tertiary Secondary Primary Technical Descriptors (How’s)

L - Shaped Diagram Technical Descriptors Primary Customer Requirements Secondary Primary Secondary

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

Correlation Matrix Technical Descriptors Primary Customer Requirements Secondary Primary Secondary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs +9 +3 -3 -9 Strong Positive Negative Strong Negative Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 Strong Medium Weak

5 3 1 2 5 1 4 4 Ours Customer Competitive A’s Assessment B’s Customer Requirements Customer Competitive Assessment Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 Strong Medium Weak

Technical Competitive Assessment Customer Requirements 5 3 1 2 5 1 4 4 Our A’s B’s 1 3 4 2 1 4 Customer Competitive Assessment Technical Our Competitive A’s Assessment B’s Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 Strong Medium Weak

Prioritized Customer Requirements l Importance Rating l Target Value l Scale-Up Factor l Sales Point l Absolute Weight & Percent l (Importance Rating) l (Scale-Up Factor) l (Sales Point)

Technical Descriptors Secondary 1 3 4 21 2 1 4 Customer Competitive Assessment Technical Our Competitive A’s Assessment B’s 7 3 9 10 2 4 8 1 5 1. 2 3 1. 5 2 1 1. 5 3 1 15 5 1 1. 5 3 1 2 1. 5 4 1 4 Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight 5 3 1 2 5 1 4 4 Customer Requirements Primary Secondary Prioritized Customer Requirements Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Primary +9 +3 +1 Strong Medium Weak

Prioritized Technical Descriptors l Degree Of Difficulty l Target Value l Absolute Weight & Percent R is Relationship Matrix c is Customer Importance l Relative Weight & Percent R is Relationship Matrix c is Customer Absolute Weights

Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs 5 3 1 2 5 1 4 4 1 3 4 21 2 1 4 Technical Our Competitive A’s Assessment B’s Degree of Technical Difficulty 1 8 4 2 9 8 2 5 2 3 4 31 3 1 5 Target Value Absolute Weight and Percent 90 133 Relative Weight and Percent Prioritized Technical Descriptors Customer Competitive Assessment 7 3 9 10 2 4 8 1 Strong Medium Weak Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Secondary Primary Strong Positive Negative Strong Negative +9 +3 +1 Customer Requirements +9 +3 -3 -9 Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs 5 1. 2 3 1. 5 2 1 3 1. 5 1 15 5 1 1. 5 3 1 2 1. 5 4 1 4 Prioritized Customer Requirements Technical Descriptors

QFD Process HOW MUCH WHATs HOWs HOW MUCH

Phase I Product Planning Customer Requirements Design Requirements

Phase II Part Development Design Requirements Part Quality Characteristics

Phase III Process Planning Part Quality Characteristics Key Process Operations

Phase IV Production Planning Key Process Operations Production Requirements 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