Quality Function Deployment

Quality Function DeploymentProcess of incorporation of the voice

of the customer into the design and development of a certain product and subsequent standardization of the process of manufacturing.

It is a scientific and systematic approach to defining customer needs and translating them into specific plans to produce products to meet those needs.

Quality Function DeploymentIt makes the new product

development process and product modifications customer oriented.

Quality Function Deployment

While the Quality Function Deployment matrices(House Of Quality) are a good communication tool at each step in the process, the matrices are the means and not the end.

The real value is in the process of communicating and decision-making with QFD.

Quality Function Deployment

QFD is oriented toward involving a team of people representing the various functional departments that have involvement in product development: Marketing, Design Engineering, Quality Assurance, Manufacturing/ Manufacturing Engineering, Test Engineering, Finance, Product Support, etc.

Quality Function Deployment The active involvement of these

departments can lead to balanced consideration of the requirements or "what's" at each stage of the process and provide a mechanism to communicate hidden knowledge - knowledge that is known by one individual or department but may not otherwise be communicated through the organization.

Voice of the customerThe "voice of the customer" is the term to

describe the stated and unstated customer needs or requirements.

The voice of the customer is captured in a variety of ways: direct discussion or interviews, surveys, customer specifications, warranty data, field reports, etc.

Voice of the customer

This understanding of the customer needs is then summarized in a product planning matrix or "house of quality".

These matrices are used to translate higher level "what's" or needs into lower level "how's" - product requirements or technical characteristics to satisfy these needs.

Capturing the voice of the customer

It is important to remember that there is no one monolithic voice of the customer.

Customer voices are diverse. In markets, there are a variety of different needs.

Even within one buying unit, there are multiple customer voices (e.g., children versus parents).

There are even multiple customer voices within a single organization: the voice of the procuring organization, the voice of the user, etc.

These diverse voices must be considered and balanced to develop a truly successful product.

QFD requires that the basic customer needs are identified.

Development and marketing personnel should ask "why" until they truly understand what the root need is.

Capturing the voice of the customerBreakdown general requirements into more

specific requirements by probing what is needed.

Once customer needs are gathered, they then have to be organized.

The mass of interview notes, requirements documents and market research needs to be distilled into a handful of statements that express key customer needs.

Capturing the voice of the customerBrief statements which capture key

customer needs are transferred onto cards. A data dictionary which describes these

statements of need are prepared to avoid any mis-interpretation.

These cards are organized into logical groupings or related needs. This will make it easier to identify any redundancy and serves as a basis for organizing the customer needs.

Capturing the voice of the customerIn addition to "stated" or "spoken"

customer needs, "unstated" or "unspoken" needs or opportunities should be identified.

Needs that are assumed by customers and, therefore not verbalized.

The QFD processThe starting point of any QFD project is the

customer requirements, often referred to as the non-measurable such as ``how it looks, how it feels, durability, etc.''.

These requirements are then converted into technical specifications like ``oven temperature, mould diameter, etc.''.

This is referred to as the engineering characteristics or measurables.

The QFD processThe QFD process involves four phases:

(1) Product planning: (2) Product design: (3) Process planning. (4) Process control.

A chart (matrix) represents each phase of the QFD process.

The complete QFD process requires at least four houses to be built that extend throughout the entire system's development life-cycle, with each house representing a QFD phase.

The QFD process

In the first phase, the most important engineering characteristics (output of first phase), that satisfy most of the customers' demands (input to first phase) defined by the scoring at the bottom of the house, go on to form the input to the subsequent stage(Product design) in the QFD process.

The QFD process

House Of Quality

Technical Descriptors(Voice of the organization)

Prioritized TechnicalDescriptors

Interrelationshipbetween

Technical Descriptors

Relationship betweenRequirements and

Descriptors

Building A House Of Quality

List Customer Requirements (What’s)List Technical Descriptors (How’s)Develop Relationship (What’s & How’s)Develop Interrelationship (How’s)Competitive AssessmentsPrioritize Customer RequirementsPrioritize Technical Descriptors

QFD Matrix

Absolute Weight and Percent

Prioritized Technical Descriptors

Degree of Technical Difficulty

Relative Weight and Percent

Target Value

Primary

Secondary

TechnicalCompetitiveAssessment

OurA’sB’s

Relationship betweenCustomer Requirements

andTechnical Descriptors

WHATs vs. HOWs

StrongMediumWeak

+9+3+1

Strong PositivePositiveNegativeStrong Negative

+9+3-3-9

Interrelationship betweenTechnical Descriptors

(correlation matrix)HOWs vs. HOWs

Customer Requirements (What’s)

Technical Descriptors (How’s)

L - Shaped Diagram

Primary

Secondary

Relationship MatrixC

PrimaryP

ySecondary

Relationship betweenCustomer

Requirements andTechnical Descriptors

WHATs vs. HOWs

StrongMedium

Correlation Matrix

Primary

Secondary

WHATs vs. HOWs

Strong PositivePositiveNegativeStrong Negative

+9+3-3-9

Interrelationship between TechnicalDescriptors (correlation matrix)

HOWs vs. HOWs

StrongMediumWeak

+9+3+1

Customer Competitive AssessmentC

53125144

WHATs vs. HOWs

StrongMediumWeak

+9+3+1

1 3 4 2 1 2 1 4

Technical Competitive AssessmentC

53125144

WHATs vs. HOWs

StrongMediumWeak

+9+3+1Technical

CompetitiveAssessment

OurA’sB’s

Prioritized Customer Requirements

Importance RatingTarget ValueScale-Up FactorSales PointAbsolute Weight & Percent

(Importance Rating)(Scale-Up Factor)(Sales Point)

102481

Primary

Secondary

TechnicalCompetitiveAssessment

OurA’sB’s

1 3 4 2 1 2 1 4

53125144

53235244

WHATs vs. HOWs

StrongMediumWeak

+9+3+1

QFD House of Quality

Relationshipmatrix

How to satisfycustomer wants

Interrelationships

Technicalevaluation

Target values

What the customer

Customer importance

ratings

Weighted rating

House of Quality Example

Your team has been charged with designing a new camera for Great Cameras, Inc.

The first action is to construct a House of Quality

Customerimportance

rating(5 = highest)

Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1

What the customer

What the Customer

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

House of Quality ExampleWhat the Customer

RelationshipMatrix

Evaluation

Interrelationships

Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1

RelationshipMatrix

Evaluation

Interrelationships

High relationship

Medium relationship

Low relationship

Relationship matrix

RelationshipMatrix

Evaluation

Interrelationships

Relationships between the things we can do

Weighted rating

What the Customer

RelationshipMatrix

Evaluation

Interrelationships

Our importance ratings 22 9 27 27 32 25

G PG PF GG PP P

Our importance ratings 22 5

How well do competing products meet customer wants

What the Customer

RelationshipMatrix

Evaluation

Interrelationships

RelationshipMatrix

Evaluation

Interrelationships

rsTarget values(Technical attributes)

Technical evaluation

Company A 0.7 60% yes 1 ok G

Company B 0.6 50% yes 2 ok F

Us 0.5 75% yes 2 ok G

2’ t

Completed House of Quality

Lightweight 3

Easy to use 4

Reliable 5

Easy to hold steady 2

Color correction 1

Our importance ratings

Target values(Technical attributes)

Technical evaluation

Company A 0.7 60% yes 1 ok G

Company B 0.6 50% yes 2 ok F

Us 0.5 75% yes 2 ok G

to ∞

22 9 27 27 32 25

HOQ for a paper-roll manufacturing process

Quality Function Deployment

Documents

Transcript of Quality Function Deployment

Jouko Koski Quality Function Deployment in Requirements ... · PDF fileQuality Function Deployment in Requirements ... Quality Function Deployment in Requirements Engineering: A Review

Quality Function Deployment (QFD)

Quality function deployment

Quality Function Deployment - Tool

Quality Function Deployment .

Quality Function Deployment Steps

An unlimited preview copy of “Quality Function Deployment ...€¦ · Quality Function Deployment - Course Objectives This course will introduce you to Quality Function Deployment,

Quality Function Deployment - Susan

Quality Function Deployment Quality Function Deployment QFD Vivian Cherie KJ.

CONTENTS What is Quality Function Deployment? Application of Quality Function Deployment Benefits of Quality Function Deployment Phases of Quality Function.

Quality Function Deployment(QFD)

Quality Function Deployment (1)

Quality Function Deployment

10 Quality Function Deployment