QUALITY FUNCTION DEPLOYMENT - University of … FUNCTION DEPLOYMENT A tool for customer-focused...

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 [email protected]

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


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


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


Lack ofteamwork

Short-termattitude


Low pridein work

Lack ofvision

Lack ofinnovation



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


Lowmotivation

Highabsenteeism


Lack ofteamwork

Short-termattitude


Low pridein work

Lack ofvision

Lack ofinnovation



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



Enough leg room


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


Easy to clean


Durable

Light weight

Easy to move around


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



Enough leg room


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


Easy to clean


Durable

Light weight

Easy to move around


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

Things to do nextThings to do nextAgree project.Establish scope, limitations and constraints.Establish objectives.Agree approximate resources, timing and milestones.Agree team session format.Agree methods of data collection.Gather customer data.

QUALITY FUNCTION DEPLOYMENT - University of … FUNCTION DEPLOYMENT A tool for customer-focused...

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