Quality Function Deployment

Identify customer wants Identify how the good/service will satisfy customer

wants Relate customer wants to product hows Identify relationships between the firm’s hows Develop importance ratings Evaluate competing products Compare performance to desirable technical

attributes

QFD House of Quality

Relationshipmatrix

How to satisfycustomer wants

Interrelationships

Com

petit

ive

asse

ssm

ent

Technicalevaluation

Target values

What the customer

wants

Customer Customer importance importance

ratingsratings

Weighted Weighted ratingrating

House of Quality Example

Your team has been charged with Your team has been charged with designing a new camera for Great designing a new camera for Great Cameras, Inc.Cameras, Inc.The first action is The first action is to construct a to construct a House of QualityHouse of Quality

House of Quality Example

CustomerCustomerimportanceimportance

ratingrating(5 = highest)(5 = highest)

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

What the What the customer customer

wantswants

What the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

Low

ele

ctric

ity re

quire

men

ts

Alu

min

um c

ompo

nent

s

Aut

o fo

cus

Aut

o ex

posu

re

Pain

t pal

let

Ergo

nom

ic d

esig

n

How to SatisfyCustomer Wants

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

House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

High relationshipHigh relationshipMedium relationshipMedium relationshipLow relationshipLow relationship

Relationship matrixRelationship matrix

House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

Low

ele

ctric

ity re

quire

men

ts

Alu

min

um c

ompo

nent

s

Aut

o fo

cus

Aut

o ex

posu

re

Pain

t pal

let

Ergo

nom

ic d

esig

n

Relationships Relationships between the between the things we can dothings we can do

House of Quality Example

Weighted Weighted ratingrating

What the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings 22 9 27 27 32 25

House of Quality Example

Com

pany

A

Com

pany

B

G PG PF GG PP P

Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings 22 5

How well do How well do competing products competing products meet customer wantsmeet customer wants

What the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

lysi

s of

Com

petit

ors

Target values(Technical attributes)

Technical evaluation

Company A 0.7 60% yes 1 ok GCompany B 0.6 50% yes 2 ok FUs 0.5 75% yes 2 ok G

0.5

A

75%

2’ to

∞

2 ci

rcui

ts

Failu

re 1

per

10,

000

Pane

l ran

king

House of Quality Example

Completed Completed House of House of QualityQuality

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

Low

ele

ctric

ity re

quire

men

ts

Alu

min

um c

ompo

nent

s

Aut

o fo

cus

Aut

o ex

posu

re

Pain

t pal

let

Ergo

nom

ic d

esig

n

Com

pany

A

Com

pany

B

G PG PF GG PP P

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 G0.

5 A

75%

2’ to

∞2

circ

uits

Failu

re 1

per

10,

000

Pane

l ran

king

22 9 27 27 32 25

House of Quality Sequence

Des

ign

char

acte

ristic

s

Specific components

House 2

Cus

tom

er

requ

irem

ents

Design characteristics

House 1

Spec

ific

com

pone

nts

Production process

House 3 Pr

oduc

tion

proc

ess

Quality plan

House 4

Figure 5.4Figure 5.4

Deploying resources through the Deploying resources through the organization in response to organization in response to customer requirementscustomer requirements