January 25, 2007

Quality Function Deployment (QFD) and House of Quality

By Julie VanLaanenTurning the customer’s desires into

Engineering Specifications!!

January 25, 2007

Identify a Need

The Design Process

- Multi-disciplinary Teamwork- Highly integrated- Iterative

Define the Goal

Research

Task Specifications

Ideation

Conceptual Design

Consumption

Analysis

Prototype

Solution Description

Manufacture (Construction)

Distribution

January 25, 2007

Quality Function Deployment

A methodology for defining the customer’s desires in the customers own voice, prioritizing these desires, translating them into engineering requirements, and establishing engineering targets for meeting those requirements. QFD produces a technical design specification that can be used to determine best design choices.

January 25, 2007

Companies that have sent employees to QFD training

3M, AT&T, Boeing, Chevron, Continental Rehabilitation Hospital, DaimlerChrysler, EDS, Ford Motor Co., General Motors, General Dynamics, Gillette, Hayes Brake, Hewlett-Packard, Hughes Aircraft, Hyundai Motor Company, IBM, Jet Propulsion Laboratory, Kawasaki Heavy Industry, Kodak, Lockheed-Martin, Motorola, NASA, NATO, NEC, Nissan Motors, Nokia, Pratt & Whitney, Poland Ministry of Finance, Proctor & Gamble, Raytheon, Samsung, Seagate Technology, Sun Microsystems, Texas Instruments, Toshiba, U.S. Department of Defense, Visteon, Volvo, Xerox **

**Referenced from the QFD Institute Website

January 25, 2007

Why Use Quality Function Deployment?

In a large project with large teams from several disciplines (engineering, marketing, manufacturing, field service, etc.) product definition and conception may vary from interest group to interest group.

QFD makes sure everyone is viewing the product in the same way.

January 25, 2007

Design without Quality Function Deployment

January 25, 2007

Get the design it right, or find another job….

January 25, 2007

The Quality Function Deployment Method

1. Identify the Customer(s)2. Determine Customer Requirements/Constraints3. Prioritize each requirement4. Competitive Benchmarking5. Translate Customer Requirements into Measurable

Engineering specifications6. Set Target values for each Engineering Specification7. Critique design options based on the above to arrive

at the best design choice.

January 25, 2007

Experiment with the QFD Process through an example:

Designing a Refrigerator

You are a team of engineers working for the New World Refrigerator Company. You have been asked to redesign the company’s main product, a frost-free refrigerator used in home applications. Your boss wants the new refrigerator to be more marketable. Present customer complaints about the old refrigerator include: the refrigerator is unreliable and noisy, the shelves can’t hold large containers and cannot be rearranged, and the refrigerator is difficult to clean. Marketing has expressed an interest in the new refrigerator having a water and ice dispenser. Field service has indicated they have experienced failures when refrigerators fall off the delivery truck and have complaints the are difficult to install.

January 25, 2007

Step 1: Identifying the Customer(s)

• Who wants the product?• Who will build the product and how?• Who will sell the product?• Who will use the product?

January 25, 2007

QFD Example Designing a Refrigerator

Step 1: Identify All Customer(s)– Families using the refrigerator– Marketing Specialist– Shop resellers– Manufacturing Team– Engineering Team

January 25, 2007

Step 2: Determining Customer Requirements

Develop a list of all the customer requirements and constraints IN THE CUSTOMERS OWN WORDS.

What is the difference between a customer requirement and a customer constraint?

January 25, 2007

Constraint vs. Requirement

Functional Requirements are statements of the specific performance of the design: What the product should do.

Constraints are external factors that in some way limit the selection of system or subsystem characteristics.

January 25, 2007

Types of Requirements

• Basic Needs – Requirements so fundamental they are often not expressed, however they are crucial and must be identified. If not met, customer is NOT happy.

• Performance Needs – Requirements which provide increased satisfaction as performance improves.

• Excitement Needs – Requirements that cause immediate happiness. Creation of excitement features will differentiate your product from the competition.

January 25, 2007

QFD Example Designing a Refrigerator

Step 2: Determine Customer Requirements/Constraints– Refrigerator must look cool (excitement)– Refrigerator must function reliably (basic)– Refrigerator should dispense water and ice (excitement)– Children should be able to access contents (performance)– Refrigerator should be quiet (performance)– Shelves should be flexible (performance)– Surfaces easy to clean (basic)– Refrigerator should have low energy consumption (excitement)– Large items should fit in refrigerator (basic)– Low cost (basic)– Fits easily into kitchen (basic)– Easy to deliver and install (basic)

January 25, 2007

Step 3: Prioritizing the Requirements

Each Requirement/Constraint should be listed in order of importance. This helps the designer decide how much effort, time, and money should be invested to achieve the Requirement/Constraint

Prioritizing can be done in many ways, we will demonstrate the use of a Binary Comparison to generate a weighting factor

January 25, 2007

Binary Comparison

Compare each requirement/constraint to all others, using a 0 and 1 to determine which is most important.

Sum up ‘score’ for each requirement and use percentages to determine order of importance.

1/2 1/3 1/4 2/3 2/4 3/4 Sum %Sum Requirement 1 1 0 1 2 33% Requirement 2 0 0 1 1 17% Requirement 3 1 1 1 3 50% Requirement 4 0 0 0 0 0%

Totals 6 100%

January 25, 2007

QFD Example Designing a Refrigerator

Step 3: Prioritize Customer Requirements 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 2/3 2/4 … Sum % Sum

1. Low Energy 1 1 0 1 1 1 1 0 1 1 8 12%2. Flexable 0 1 0 6 9%3. Easy to Clean 0 0 4 6%4. Reliable 1 1 10 15%5. Easy to deliver/instal 0 2 3%6. Low Cost 0 7 10%7. Dispenses Water/Ice 0 6 9%8. Looks Nice 0 9 13%9. Fits in Kitchen Space 1 11 16%10. Quiet 0 2 3%11. Easy to Clean 0 3 4% Totals: 68 100%

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January 25, 2007

Step 4: Competitive Benchmarking

Benchmarking provides a standard, or point of reference and range, that can be used to judge quality, value, and performance.

It provides a perspective on what the best-in-class product is and what makes it so.

Final outcomes from benchmarking include discoveries about where the product and industry appear to be headed in the future (industry trends.)

January 25, 2007

What do you look for while Benchmarking your product?

• Functions performed• Targeted Market Segment• Cost• Reliability/Warranty• Geometry, Space Requirements• Material used on individual parts• Ergonomics• Where they were manufactured - Assembly in low-labor cost

countries can enable the use of complex assembly processes with many inexpensive parts, whereas assembly in high-labor rate countries requires designs with complex multi-functional snap-fit parts

January 25, 2007

Where to find Benchmark Information?

• Stores and other locations with similar products• Libraries• Thomas Register of Companies (

www.thomasregister.com)• Consumer Reports (www.consumerreports.com)• Trade Magazines• Patents (www.patents.ibm.com)• World Wide Web• Similar Technology• Yellow Pages

January 25, 2007

Competitive Benchmarking

Once you have obtained data about potential competitors, you need to compare each competing product with your customer requirements and constraints. Some comparisons are objective, some subjective.

January 25, 2007

QFD Example Designing a Refrigerator

Step 4: Competition Benchmarking– Identify Competitors– Test and Analyze Competitor Products– Reverse Engineer Competitor Products– Rate Competitor Products against customer

requirements/constraints

January 25, 2007

QFD Example Designing a Refrigerator

Step 4: Competition Benchmarking– Identify Competitors

• Maytag, Whirlpool, GE, Frigidaire, Amana– Analyze Competitor Products

• Efficiency Ratings, Noise Measurements, Temperature range, Physical size, Weight, Cost, etc.

– Rate Competitor Products against customer requirements/constraints

January 25, 2007

Step 5: Translating Customer Requirements into Engineering Specifications

You’ve got a list of general requirements, you’ve spoken with your client and have their vision, and you researched a ton of market information. But normally the information you gathered isn’t specific enough in an engineering sense.

• Low cost• Reliable• Strong• SustainableWhat do those words mean in the engineering world?

January 25, 2007

Step 5 and 6: Translating Customer Requirements into Engineering Specifications and setting

engineering target valuesAs an Engineer, you must take your customer’s requirements and constraints and

translate them into measurable engineering specifications:• Low cost

– Production cost under $250– Retail cost under $500

• Reliability =>– MTBF of 200,000 hours– Warranty against failure of 3 years

• Quiet– Noise in front of Refrigerator below 30 decibels

• Size– Standard footprint of 24 inch depth

• Easy to clean– % of space rated easy to clean (may need to do some testing)

January 25, 2007

Step 6: Set Engineering Targets for Design Specifications

Determine reasonable Engineering Targets for each of your Design Specifications

1. Ascertain how the competition meets the engineering targets

2. Remember targets are not set in stone – they can change as the product develops

Engineering targets must be measurable and or testable to be useful.

January 25, 2007

Visualizing your QFD

You have all this information. How do you organize it?

1. Create an Engineering Specification Document

2. Create a Competitive Benchmarking Document

3. Show information in a House of Quality

January 25, 2007

January 25, 2007

QFD Example Designing a Refrigerator

Put prioritized Customer Requirements into a House of Quality Chart

Importance

Rating

Low Energy Consumption 4Quiet 1Flexable Storage space 3Easy to Clean 2Handles Large Items 4Reliable 5Easy to Deliver 1Fits in Kitchen Space 5Looks Good 4Dispenses water and ice 3Low Cost 3

Engineering Requirements (Region 2)

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Matrix of Requirement Relations (Region 3)

Engineering Targets (Region 5)

January 25, 2007

Competitive Benchmarking ScaleBelow is a possible scale for rating the

competition’s product based on customer requirements.1 = the design does not meet the requirement2 = the design meets the requirement slightly3 = the design meets the requirement somewhat4 = the design meets the requirement mostly5 = the design completely meets the requirement

January 25, 2007

QFD Example Designing a Refrigerator

Importance

Rating

Low Energy Consumption 4 3 5 2

Quiet 1 3 4 5

Flexable Storage space 3 3 3 4

Easy to Clean 2 3 3 5

Handles Large Items 4 3 4 1

Reliable 5 1 3 5

Easy to Deliver 1 2 2 5

Fits in Kitchen Space 5 2 5 4

Looks Good 4 5 4 2

Dispenses water and ice 3 2 5 2

Low Cost 3 2 3 329 41 38

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Engineering Requirements (Region 2)

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Matrix of Requirement Relations (Region 3)

Engineering Targets (Region 5)

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January 25, 2007

House of Quality Example Designing a Refrigerator

Importance

Rating

Low Energy Consumption 4 X x x 5 4 3

Quiet 1 X x X x 4 5 4

Flexible Storage space 3 x X x 4 5 3

Easy to Clean 2 x x x x 4 4 4

Handles Large Items 4 x x x x 5 4 3

Reliable 5 X X x 3 3 4

Easy to Deliver 1 x x 5 3 3

Fits in Kitchen Space 5 x x 4 3 4

Looks Good 4 X 3 4 5

Dispenses water and ice 3 X x 3 4 4

Low Cost 3 X X X x x x x 3 4 3Target 5.8 30 60 900 320 24 2 502 43 43 40

Units db % $ mm in yrs $

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January 25, 2007

Taken From: Six Sigma web site at: http://www.isixsigma.com/offsite.asp?A=Fr&Url=http://www.npd-solutions.com/refrigppm.html

January 25, 2007

Example of a completed

House of Quality

January 25, 2007

Referenced from Six-sigma Financial

Services at: http://finance.isixsigma.com/offsite.asp?A=Fr&Url=http://w

ww.npd-solutions.com/apuppm.html

January 25, 2007

References• Presentation from Dr. David Munoz and Dr. Bob Frost• Web Research• Product Design: Techniques in Reverse Engineering and

New Product Development by Kevin Otto & Kristin Wood pp 259-300.

• QFD Institute• Six-sigma Financial Service at

http://finance.isixsigma.com/offsite.asp?A=Fr&Url=http://www.npd-solutions.com/apuppm.html

• Six Sigma web page www.isixsigma.com

January 25, 2007

HomeworkOn the web under Assignments is the QFD Assignment

– Each team needs to create a QFD and a House of Quality document

– These documents will be updated throughout the semester and used in your final Proposal as your design specification document