Post on 05-May-2018
QUALITY FUNCTION QUALITY FUNCTION DEPLOYMENTDEPLOYMENT
A tool for customer-focused design of products and services
Paul RobertsPaul Roberts
Principal Fellow Quality & ReliabilityWarwick Manufacturing Group
University of Warwickpaul.roberts@warwick.ac.uk
OBJECTIVE TARGETVALUES
50mm
80mm
55mm
1080mm
T.B.I.
HOWs
WHATs
MAX MIN TARGET
IMPORTANCE
IMPORTANCE
5
5
8
8
7
7
90 45 45 68 222 87 96 114 114
1 2 3 4 5
WOR
SE
BETT
ER
CUSTOMER RATING
COMPETITIVEASSESSMENT
BETTER 5432
WORSE 1
Our Company
TECH
NIC
AL
&R
EG
ULA
TOR
YR
EQU
IREM
ENTS
FST 1000
Max. deflection
Arm rest folds right away
Arm rest wide enough
Enough leg room
Doesn't cause bum acheTall person shouldercomfortShort person lumbarcomfort
9 STRONG3 MEDIUM1 WEAK
RELATIONSHIPSCORRELATION
STRONG +STRONGNEGATIVESTRONG -
Wid
th o
f arm
rest
Arm
rest
rece
ss d
epth
Arm
rest
rece
ss w
idth
Hei
ght o
f bac
k
Prof
ile o
f bac
k
Back
thic
knes
s
Pan
heig
ht
Foam
stif
fnes
s
Foam
thic
knes
s
The QFD chartThe QFD chart
RELATIO NSHIPS
9 STRONG
3 MEDIUM
1 WEAK
CORRELATION
ST RONG +
POSITIVE
NEGATIVE
ST RONG -
CUSTOMERRATING
1 2 3 4 5
WO
RST
BEST
SERV
ICE
CO
MPL
AIN
TS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
MAX MIN TARGET
ENGINEERINGCHARACTERISTICS
IMPO RTANCE
DEGREE OF TECHNICAL DIFFICULTY
TECHNICALTARGETS
TECHNICALCOMPETITIVECOMPARISONS
WORSE
BET TER4321
5
Tech
nica
l and
Regu
lato
ry R
equi
rem
ents
Eng Char.Importance Ratings
ABSOLUTERELATIVE
MARKETQUALITYREQUIREMENTS
21 22 23 24 25 26 27 28 29 30
= B= A
= C
50 m
m80
mm
55 m
m
580
mm
T.B.
I.
T.B.
I.
25 m
m
450
mm
x=15
0, y
=50
T.B.
I.
100
N5
N
3 m
m T
est
1x10
6 stro
kes
1x10
6 cyc
les
100
was
hers
Test
013
1 gm
/hr
7000
N T
est
70 m
m a
t 700
0 N
5 m
in +
20 M
N/m
2
25 m
mIn
terc
hang
e
4 Ove
r rai
ls
1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1
Arm rest fold right away
Arm rest wide enough
Enough leg room
Doesn't give you bum ache
Doesn't hurt the shoulders of a taller personLumbar support doesn't hurt shorter person
Doesn't hit person behind when you recline
Back can be adjusted to any position and doesn't slip
Doesn't soak up spilt drink
Easy to clean
Fabric stain resistant
Durable
Light weight
Easy to move around
Com
fort
able
Upr
ight
Com
fort
able
Rec
lined
Low
Serv
ice
Cos
tsLo
w O
pera
ting
Cos
ts
Pass
enge
rs F
eel C
omfo
rtab
leC
ost
Wid
th o
f arm
rest
Arm
rest
rece
ss d
epth
Arm
rest
rece
ss w
idth
Hei
ght o
f bac
kPr
ofile
of b
ack
Prof
ile o
f pan
Back
thic
knes
sPa
n he
ight
Back
hin
ge lo
catio
nLo
ci o
f hin
geC
lutc
h lo
ckin
g fo
rce
Clu
tch
resis
tanc
e (o
pen)
Fabr
ic te
ar re
sista
nce
Fabr
ic w
ear r
esist
ance
Was
habl
e fa
bric
Stai
n re
sista
nt fa
bric
Liqu
id re
sista
nt fa
bric
Fatig
ue p
erfo
rman
ceSt
ruct
ural
stre
ngth
Stru
ctur
al st
iffne
ssM
ater
ial F
ST p
erfo
rman
ceFo
am st
iffne
ssFo
am th
ickn
ess
Mou
ntin
gs in
terc
hang
eabl
eN
umbe
r of f
aste
ners
Loca
tion
of fa
sten
ers
Armrest Back Fabric Structure All Foam Mountings
FST 100016 G LOAD CASEMAX ALLOWABLE DEFLECTIONINTERFACE TO FLOOR RAILS
114 54 54 182 290 24 204 105 87 63 81 72 54 54 54 108 117 81 135 81 27 120 123 36 63 36
5 2 2 8 12 1 9 4 4 3 3 3 2 2 2 5 5 3 6 3 1 5 5 2 3 2
5
5
8
8
7
7
7
8
5
6
6
6
9
4
5
5
12
3
3
5
2
8
Item Number
Fit more passengers in
QFD QFD –– the issuesthe issuesRemoteness from the final customer.
Lack of visibility of the customer chain.
Informal (or inappropriate) customer requirement definition.
Complex technologies.
Technology-led products.
Unclear relationship between customer requirements and technology.
QFD provides:QFD provides:A structured approach.
A strong customer focus.
A tool which is applied early in the product life cycle.
Coverage of the whole process.
A framework for cross-functional teamwork.
A record of design/production decisions.
Definition of QFDDefinition of QFD
“A system for translating customer requirements into company requirements at each stage, from research and development through engineering and manufacturing to marketing, sales and distribution.”
Source: American Suppliers Institute
Definition of QFDDefinition of QFDPractically this means that it provides a mechanism for targeting and prioritising design effort to give maximum customer satisfaction.
In manufacturing this will focus on the design of the product.
In service organisations it will be the design of the service.
The Customer ChainThe Customer ChainThere is rarely only one level of customer for a product.For example, the customer chain for a breakfast cereal would be: distributor, wholesaler, retailer, purchaser and consumer.All of these customers must be taken into account for a successful design.They may be given a different weighting in case of conflict.
Information flow from the Information flow from the customercustomer
The Kano Model Of QualityThe Kano Model Of QualityCustomer Satisfaction
Degree of Achievement
Basic Quality(unspoken)
Spoken Perform
ance
ExcitementQuality(unspoken)
Who is the customer in QFD?Who is the customer in QFD?
Sources of Information for Sources of Information for QFDQFD
Postal questionnaires.
Interview questionnaires.
Clinics.
Focus groups.
Listening.
Unsuitable sources of Unsuitable sources of informationinformation
Government statistics.
Surveys.
Reports.
Trade and business papers.
Customer requirementsCustomer requirements
Technical & RegulatoryTechnical & RegulatoryRequirementsRequirements
Technical & Regulatory Technical & Regulatory requirementsrequirements
National regulations
EC regulations
Local regulations
British Standards, International Standards etc
Automated manufacture
Size restrictions
Why organize customer Why organize customer requirements?requirements?
Simplify later use of charts
Team reaches a common understanding
Identify areas missed by the sampling of customer needs
How to Create an Affinity How to Create an Affinity DiagramDiagram
Team brainstorms ideasNormal rules apply
Each idea is written on a single cardCards are laid out on a wall or table
Ensure sufficient access for all team members
The cards are moved into like piles
Lowmotivation
Highabsenteeism
Acceptanceof defects
Lack ofteamwork
Short-termattitude
High internalbarriers
Low pridein work
Lack ofvision
Lack ofinnovation
Poormanagementof change
Poorinternalcommunication
Managementby fear
1
2
3
4
5
6
7
8
9
10
11
12
How to Create an Affinity How to Create an Affinity DiagramDiagram
Team brainstorms ideasNormal rules apply
Each idea is written on a single cardCards are laid out on a wall or table
Ensure sufficient access for all team members
The cards are moved into like pilesCards that do not fit into any pile may be grouped in a miscellaneous pile
Lowmotivation
Highabsenteeism
Acceptanceof defects
Lack ofteamwork
Short-termattitude
High internalbarriers
Low pridein work
Lack ofvision
Lack ofinnovation
Poormanagementof change
Poorinternalcommunication
Managementby fear
1
2
3
7
4
6
11
9
10
8
12
5
Cards may be duplicated if necessary
Each pile is given a titleThe grouping process is repeated for the titlesThe groups of titles are given a title
How to Create an Affinity How to Create an Affinity DiagramDiagram
Lowmotivation
Highabsenteeism
Acceptanceof defects
Lack ofteamwork
Short-termattitude
High internalbarriers
Low pridein work
Lack ofvision
Lack ofinnovation
Poormanagementof change
Poorinternalcommunication
Managementby fear
LOW LOW MORALEMORALE
POOR INTERPOOR INTER--DEPARTMENTALDEPARTMENTALRELATIONSHIPSRELATIONSHIPS
POORPOORLEADERSHIPLEADERSHIP
When team members no longer wish to move cards
The Completed DiagramThe Completed DiagramPoor Employee Satisfaction
Low Morale Poor Interdepartmental Relationships
Poor Leadership
Low motivationLow pride in workHigh absenteeismAcceptance of defects
Lack of teamworkHigh internal barriersPoor internal communication
Short-term attitudeLack of visionLack of innovationPoor management of changeManagement by fear
Practical HintsPractical Hints
Group cards in silence
Do not attempt to name the piles before grouping has been completed
The name of the group should be a short phrase rather than a single word
Single word titles tend to lose their meaning
The name of the group may come from a card in the pile
Finally, Discuss the DiagramFinally, Discuss the DiagramThe team should discuss the diagram
To gain a better understanding of the topic and the relationships between different aspects of the topicTo identify areas missed during brainstorming
Affinity DiagramAffinity Diagram
Customer and technical/Customer and technical/regulatory requirementsregulatory requirements MARKET
QUALITYREQUIREMENTS
PRIMARY
SECONDARY
TERTIARY
Arm rest folds right away
Arm rest wide enough
Enough leg room
Doesn't give you bum ache
Doesn't hurt shoulders oftaller person
Lumbar support doesn'thurt shorter person
Doesn't hit person behindwhen you recline
Back can be adjusted to anyposition and doesn't slip
Com
fort
able
Upr
ight
Com
fort
able
Rec
linedPa
ssen
gers
Fee
l Com
fort
able
Doesn't soak up spilt drink
Easy to clean
Fabric stain resistant
Durable
Light weight
Easy to move around
Fit more passengers in
Low
Ser
vice
Cos
tsLo
w O
pera
ting
Cos
ts
Cos
tTe
chni
cal a
ndR
egul
ator
y R
equi
rem
ents FST 1000
16 G LOAD CASE
MAX ALLOWABLE DEFLECTION
INTERFACE TO FLOOR RAILS
Establishing Customer Importance Establishing Customer Importance Ratings & Customer Competitive Ratings & Customer Competitive ComparisonsComparisons
Importance Ratings andImportance Ratings andCompetitive ComparisonsCompetitive Comparisons
Obtaining Customer Ratings Obtaining Customer Ratings & Comparisons& ComparisonsPostal questionnaires
Telephone interviews
Face to face interviews
Clinics
Focus groups
Listening
Customer questionnaireCustomer questionnaireBIG PIZZAS LTD
For the Pizza you have just eaten please tell us how important the following items were to you and please tell us how you rate your satisfaction with each item.
How important is this item
How do you rate our Pizza on this item
Not i
mpo
rtant
Not v
ery i
mpo
rtant
Impo
rtant
Very
impo
rtant
Extre
mely
impo
rtant
Poor
Fair
Good
Very
goo
d
Exce
llent
PLEASE RATELOTS OF CHEESE
VARIED CHOICE OF CHEESE
NO ANCHOVIES
1
1
2
2
3
3
4
4
1 2 3 4 5 1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
5
5
Customer importanceCustomer importanceratings & competitiveratings & competitivecomparisonscomparisons
Customer complaintCustomer complainthistoryhistory
Customer complaintCustomer complainthistoryhistory
Establishing engineering Establishing engineering characteristicscharacteristics
What I want is 1, 2, 3
To achieve this we will need x, y, z.
EngineeringEngineeringcharacteristicscharacteristics
Engineering characteristicsEngineering characteristics
Technical competitive Technical competitive comparisonscomparisons
Provide hard factsFocus on the marketGive the impetus to improve
Technical competitiveTechnical competitivecomparisonscomparisons
Technical competitive Technical competitive comparisons comparisons –– aircraft seat studyaircraft seat study
Engineering characteristics Engineering characteristics ––grouping datagrouping data
mm
mm
mm
mm
mm (x,y,z)
mm (x,y,z)
mm
Mm
Vickers
Seat gap width
Seat gap depth
Arm rest width
Seat back thickness
Seat back profile
Seat pan profile
Seat pan height
Foam thickness
Foam hardness
Wipe excess adhesive off seat structure during assembly.
Grind off any lumps of set adhesive after assembly.
Train assembly staff to attach covers on the back and side of seat only.
Units of measurement
Engineering characteristics
Process requirements
Human requirements
Engineering characteristicsEngineering characteristics
4
1
3-
Smooth, doubly curved
Flat
Smooth, singly curved
A
BC
Seat back profile
3.2
2.5
3.6
30
29.6
28 mm
36 mm
25 mm
A
B
C
Seat back thickness
Value on 1-5 scale
Value selected as normal
Average value
Measured data
Company
(A = us)
Engineering characteristics
RelationshipsRelationships
Establishing LinksEstablishing Links
Highlights the relationship between:Customer requirements and engineering characteristicsTechnical and regulatory requirements and engineering characteristics
The symbols used are:Strong relationship
Medium relationship
Weak relationship
Establishing Engineering Establishing Engineering Characteristics Importance Characteristics Importance RatingsRatings
Values assigned to relationship symbols:Strong relationship = 9Medium relationship = 3Weak relationship = 1
Establishing links Establishing links ––relationships matrixrelationships matrix
Establishing links Establishing links ––correlation matrixcorrelation matrix
Wid
th o
f arm
rest
Arm
rest
rece
ss d
epth
Arm
rest
rece
ss w
idth
Hei
ght o
f bac
k
Prof
ile o
f bac
k
Prof
ile o
f pan
Bac
k th
ickn
ess
Pan
heig
ht
Bac
k hi
nge
loca
tion
Loci
of h
inge
Clu
tch
lock
ing
forc
e
Clu
tch
resi
stan
ce (
open
)
Fabr
ic te
ar re
sist
ance
Fabr
ic w
ear r
esis
tanc
e
Was
habl
e fa
bric
Stai
n re
sist
ant f
abric
Liqu
id re
sist
ant f
abric
Fatig
ue p
erfo
rman
ce
Stru
ctur
al st
reng
th
Stru
ctur
al st
iffne
ss
Mat
eria
l FST
Per
form
ance
Foam
stif
fnes
s
Foam
thic
knes
s
Mou
ntin
gs in
terc
hang
eabl
e
Num
ber o
f fas
tene
rs
Loca
tion
of fa
sten
ers
Armrest Back Fabric Structure All
Foam Mountings
Item Number
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
STRONG POSITIVE RELATIONSHIP
POSITIVE RELATIONSHIP
NEGATIVE RELATIONSHIP
STRONG NEGATIVE RELATIONSHIP
Establishing technical targets Establishing technical targets and ratingsand ratings
MARKETQUALITYREQUIREMENTS
ENGIN EERIN GCHARACTERISTICS
PRIMARY
SECONDARY
TERTIARY
Arm rest folds right away
Arm rest wide enough
Enough leg room
Doesn't give you bum ache
Doesn't hurt shoulders oftaller person
Lumbar support doesn'thurt shorter person
Doesn't hit person behindwhen you recline
Back can be adjusted to anyposition and doesn't slip
Com
fort
able
Upr
ight
Com
fort
able
Rec
linedPa
ssen
gers
Fee
l Com
fort
able
5588
7
7
7
8
DEGREE OF IMPORTANCE Wid
th o
f arm
rest
Arm
rest
rec
ess d
epth
Arm
rest
rec
ess w
idth
Hei
ght o
f bac
k
Prof
ile o
f bac
k
Prof
ile o
f pan
Back
thic
knes
s
Pan
heig
ht
Back
hin
ge lo
catio
n
Loci
of h
inge
Clu
tch
lock
ing
forc
e
Clu
tch
resi
stan
ce (o
pen)
Fabr
ic te
ar re
sista
nce
Fabr
ic w
ear r
esist
ance
Was
habl
e fa
bric
Stai
n re
sista
nt fa
bric
Liqu
id re
sist
ant f
abri
c
Fatig
ue p
erfo
rman
ce
Stru
ctur
al st
reng
th
Stru
ctur
al st
iffne
ss
Mat
eria
l FST
Per
form
ance
Foam
stiff
ness
Foam
thic
knes
s
Mou
ntin
gs in
terc
hang
eabl
e
Num
ber o
f fas
tene
rs
Loca
tion
of fa
sten
ers
Armrest Back Fabric Structure All
Foam Mountings
Item Number
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Doesn't soak up spilt drink
Easy to clean
Fabric stain resistant
Durable
Light weight
Easy to move around
Fit more passengers in
Low
Ser
vice
Cos
tsLo
w O
pera
ting
Cos
ts
Cos
t
5666945
ENG. CHAR. IMPORTANCE RATINGS
ABSOLUTE
RELATIVE
114
5
54
2
54
2
182
8
290
12
24
1
204
9
105
4
87
4
63
3
81
3
72
3
54
2
54
2
54
2
108
5
117
5
81
3
135
6
81
3
27
1
120
5
123
5
36
2
63
3
36
2
Technical Targets &Technical Targets &Engineering Importance Engineering Importance RatingRating
Establishing Technical Establishing Technical Targets and RatingsTargets and Ratings
Determine target values for the Engineering Characteristics.
Determine the technical difficulty of achieving the target value. (1=easily – 5=very difficult)
Calculate the Importance Rating.
Establishing technical targetsEstablishing technical targets
Establishing the degree of Establishing the degree of difficultydifficulty
DEGREE OF TECHNICAL DIFFICULTY
54321 = A
= B= C
Worse
Best
TECHNICALCOMPETITIVECOMPARISONS
TECHNICALTARGETS
50 m
m
80 m
m
55 m
m
580
mm
T.B.
I.
T.B.
I.
T.B.
I.
25 m
m
450
mm
x=15
0, y
=50
100
N
5 N
3 m
m T
est
1x10
str
okes
6
100
was
hers
Test
013
1 gm
/hr
1x10
cyc
les
6
7000
N T
est
70 m
m a
t 700
0 N
5 m
in +
20 M
N/m
2
25 m
m
Inte
rcha
nge
4 Ove
r rai
ls
1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1
1 = easily, 5 = very difficult
Analysis of ChartAnalysis of Chart
Benefits of QFDBenefits of QFDLess time in development.
Fewer and earlier changes.
Fewer start-up problems (and costs).
Fewer field problems.
Improved customer focus (and satisfaction).
Better targeted design and development.
A better knowledge base.
Practical pointsPractical pointsRequires management commitment.
Success is determined by the accuracy of customer requirements.
Always start small.
Involve the right people.
Matrix analysis can be used for any decision-making process.
The QFD team The QFD team (manufacturing)(manufacturing)
Designers.Marketing.Manufacturing engineers.Sales support.Manufacturing.Production control.Quality.Maintenance.Suppliers.
Cust
omer
Requ
irem
ents
DesignRequirements
Desig
nRe
quire
men
ts
PartCharacteristics
Part
Char
acte
ristic
s
ManufacturingOperations
Manu
fact
urin
gOp
erat
ions
ProductionRequirements
QFD cascadeQFD cascade