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QFD & PRODUCT DESIGN
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2
FOUNDATION FOR ENGINEERINGAND TECHNOLOGY
Engineering and Technology is a derived field ofScience which utilizes the Basics and Extension of
1. Physics2. Chemistry3. Mathematics Science in General4. Biology
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3
PURPOSE OF ENGINEERING
AND TECHNOLOGY
Engineering and Technology utilizes theexpertise of Science and Designs New Productsfor the betterment of Human beings and triesto improve the life style of people
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MEANING OF DESIGNING NEW
PRODUCTS
Approaching Creatively the market requests throughproducts
Inventing New Products Adding new features to the existing
products
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REQUIREMENTS AND
EXPECTATIONS FROM ENGINEERS
Introduce New Technical Solutions Must come out of Psychological Inertia
Vectors caused by culture (both generaland technical which in turn narrows thehorizons)
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CURRENT SCENARIO
Education & culture1. Knowledge split in to rigidcompartments2. Oral and written C.S.3. Analytical skills4. Manufacturing skills5. Technology skills6. Management skills7. Business skills8. Programming skills9. Ethics and professionalism tosome extent
Industry culture1. Manufacturing2. Process developments3. Manufacturing lay outs4. Cellular lay outs5. Quality6. Reliability7. Cost reduction8. Competitiveness9. Routine Technical & ProductionR&D10. Testing of Technical Solutions.& so on..
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TO ACHIEVE THE ABOVE NEEDS
QUALITY SYSTEMS EVOLVED
Quality control Systems
SPC Systems
CWQ Systems
TQM Systems
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CONTRIBUTIONS BY GURUS
TO THE NEEDS OF INDUSTRIES
Quality Gurus Introduced1. Dr. Schewart Control charts2. Dr. Kaoru Ishikava Quality Circle & CED3. Dr. Noriaki Kano. Kano Model4. Dr. Joseph Juran Quality Trilogy5. Dr. Edward Deming.. 14 Points, PDCA Cycle6. Dr. Masaki Imai.. Kaizen7. Dr. Philip B. Crosby Zero Defect, Do it right first time8. Dr. Genichi Taguchi.. Robust Design9. Dr. Yoji Akao QFD
& so on.
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QFD & PRODUCT DESIGN
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QUALITY FUNCTION DEPLOYMENT
Quality Function Deployment
Voice of the customer
House of quality
QFD: An approach that integrates the voice of thecustomer into the product and or service
development process.
Getting from the voice of the customer to technical design specifications
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Strengths and Benefits of Quality Function
Deployment
QFD looks in to both "spoken" and "unspoken" customerrequirements and maximizes "positive" quality characteristics
(such as ease of use, fun, luxury) that creates value.
Conventional design processes focus more on engineeringcapabilities and less on customer needs, whereas QFD
focuses on all product development activities based on
customer needs.
QFD makes invisible requirements and strategic advantages
visible. This allows a company to prioritize and deliver
products based on customer requirements.
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Quality Function Deployment (QFD) is a technique introduced in
Japan by Yoji Akao in 1966 and initially used extensively by Toyota
According to Akao (1990), QFD "is a method for developing aquality design aimed at satisfying the consumer and then translating
those consumer's demand into design targets using major quality
assurance points right from design phase to production phase".
It is a structured procedure used to translate the expressed or
perceived needs of customers first into specific product or service
design characteristics and features, and then into process and
operational characteristics.
HISTORY OF QUALITY FUNCTIONDEPLOYMENT
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Strengths and Benefits of Quality Function
Deployment
Reduces time to market.
Reduces design changes.
Decreases design and manufacturing cost.
Improves quality of products.
Increases customer satisfaction.
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Applications of Quality Function Deployment
QFD has been applied in many industries such as :
Aerospace,
Manufacturing,
Software, communication,
IT,
Chemical and pharmaceutical,
Transportation,
Defense,
Government projects,
R&D,
Food, and
Service industry.
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Limitations and Disadvantages of QualityFunction Deployment.
Customer perceptions are found by market surveys. If the
survey is performed in a poor way, then the whole analysis
may result in doing harm to the firm.
The needs and wants of customers can change quickly.
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Assumptions of Quality Function Deployment.
The market survey results are accurate.
Customer needs can be documented and captured, and
they remain stable during the whole process.
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Four Important Points to be Understood Before
Implementation of QFD
1. No matter how well the design team thinks itunderstands the problem, it should employ the QFD
method for all design areas. In the process the team will
learn what it doesnt know about the problem.
2. The customers requirements must be translated into
measurable design targets. You cant design a car door
that is easy to open when you dont know the meaning
of the word easy.
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Four Important Points to Understand Before
Implementation of QFD (cont)
3. The QFD method can be applied to the entire problem
and/or any sub-problem.
4. It is important to worry about what needs to be
designed and, only after this is fully understood, to worry
about how the design will look and work.
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What QFD can do
Our cognitive capabilities generally lead us & try to
assimilate the customers functional requirements
(what is to be designed) in terms of form (how it will
look).
These images then becomes our favored design and weget locked into it. The QFD procedure helps us to
overcome this cognitive limitation.
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The Quality Function Deployment (QFD) Technique
1. Identifying the customer(s)
2. Determining customer requirements
3. Prioritizing the requirements4. Competition benchmarking
5. Translating the customer requirements into measurable
engineering requirements
6. Setting engineering targets for design
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Step 1: Identifying the Customer(s)
Who is the customer?
In addition to the person buying the product, the
customers of the design engineer would also include the
manufacturing and assembly engineers and workers. (or
anyone else in the downstream of the design process).
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Step 2: Determining Customer Requirements
The goal is to develop a list of all the customerrequirements (made up in the customers own words)
that will affect the design. This should be accomplished
by the whole design team, based on the results of
customer survey.
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Kano Model - used to understand the importance of design
characteristics to a customer
Basic Needs
Performance Needs
Excitement Needs
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Basic Needs
Some of these needs are so fundamental, they are often not expressed by the
customer. However, they are crucial and must be identified.
Performance Needs
These provide increased satisfaction as performance improves. They are generally
expressed by the consumer.
Excitement Needs
These cause immediate happiness. Needs of this type are typically not verbalized.
Creation of some excitement features in a design will differentiate your product
from the competitors product.
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Step 3: Prioritizing the Requirements -
A weighting factor is generated for each requirement. Theweighting factor will give the designer an idea of how much
effort, time, and money to be invested in achieving each of the
requirement.
Two questions should be addressed in developing a
prioritization
(1) To whom is the requirement important?(2) How is a measure of importance developed for this diverse
group of requirements?
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Step 4: Competition Benchmarking
The goal here is to determine how the customer perceives each
of the requirements. This forces awareness on what already exists
and points out opportunities for improving upon the one which
already exists.
Each competing product is compared with customer
requirements. Some comparisons are objective and others
are subjective.
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Below is a possible scale for rating the competitions
product based on customer requirements.
1 = the design does not meet the requirement at all
2 = the design meets the requirement slightly
3 = the design meets the requirement somewhat
4 = the design meets the requirement mostly
5 = the design meets the requirement completely
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Step 5: Translating the Customer Requirements
into Measurable Engineering Requirements
The goal here is to develop a set of engineering
requirements (often called design specifications) that are
measurable for use in evaluating the proposed designs.
1. Transform the customer requirements into engineering
requirements.
2. Making sure that the engineering requirements are
measurable.
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Step 6: Setting Engineering Targets for Design
The last step is to determine the target values for engineeringmeasurement. To carry out this:
1. Ascertain how the competition meets the engineering targets,
2. Establish a target value for the new product.
Measurements of the competitions targets provide a basis for the
development of targets for the new product.
The best targets are those set for a specific value.
Less precise, but still usable, are those targets set within a range.
A third type of target is a value made to be as large or small as
possible.
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The House of Quality is a popular collection of several
deployment hierarchies and tables. It has the form of a table
that connects the Voice of the Customer and the Voice of the
Engineer.
The House of Quality is used by multidisciplinary teams to
translate a set of customer requirements, using market research
and benchmarking data, into an appropriate number ofprioritized engineering targets to be met by a new product
design.
House Of Quality
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The House of Quality is a sort of conceptual map, which providesmeans to the inter-functional planning and coordination of product
improvement and product development. In a way this method brings
the customer needs in to the focus to design or to redesign the product
and service. In this method the starting point would be the customer needs which
are found from any market research survey about the product in
question. The customer attributes are found. These form the base of
the house.
Corresponding engineering characteristics are specified which
should be in clear measurable terms.
House Of Quality
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Now the interdependencies are mapped which are in the formof the roof of the house.
Accordingly, technical difficulties in achieving the desired
changes are calculated.
With the help of imputed importance of each characteristic
the cost is worked out.
Then final targets are set in clear measurable terms.
In essence, with the help of customer needs, the product is redesigned
in clear measurable terms.
House Of Quality
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HOUSE OF QUALITY
How Much
CustomerRequirements
WHAT
Relationshipmatrix
ProductCharacteristics
HOW
MarketingCompetitiveassessment
Correlation
Matrix
Engineering Competitive Assessment
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The House of Quality contains six major
components:
1. Customer requirements (HOW`s). A structured list ofrequirements derived from customer statements.
2. Technical requirements (WHAT`s). A structured set of
relevant and measurable product characteristics.
3. Planning matrix. Illustrates customer perceptions observed
in market surveys. Includes relative importance of customerrequirements, and company and competitor performance in
meeting these requirements.
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The House of Quality contains six major
components:
4. Interrelationship matrix. Illustrates the QFD team's
perceptions of interrelationships between technical and customer
requirements. An appropriate scale is applied, which is illustrated
by using symbols or figures. To fill this portion of the matrix
involves discussions and to build consensus within the team,
which can be time consuming. Concentrating on keyrelationships and minimizing the numbers of requirements are
useful techniques to reduce the demands on resources.
5. Technical correlation (Roof) matrix. Used to identify where
technical requirements support or impede each other in the
product design. Can highlight innovation opportunities.
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The House of Quality contains six major
components:
6. Technical priorities, benchmarks and target are used torecord:
The priorities assigned to technical requirements by the
matrix.
Measures of technical performance achieved by
competitive products.
The degree of difficulty involved in developing each
requirement.
The final output of the matrix is a set of target values for each
technical requirement to be met by the new design, which are linked
back to the demands of the customer.
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House OfQuality
How Much
CustomerRequirements
WHAT
Relationshipmatrix
ProductCharacteristics
HOW
MarketingCompetitiveassessment
Correlation
Matrix
Engineering Competitive Assessment
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THE WHAT ROOM
Implies the voice of the customer, located at the
left portion of the matrix.
It answers the question, What requirements
should be satisfied, or are there any special
features which the customer would be delighted
to discover?
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THE HOW ROOM
Voice of the Engineers or Designers (hows).
Each "whats" item must be converted (refined) tohow(s)
They have to be actionable (quantifiable or measurable) It is located under the Correlation Matrix roof. It
answers the question, How can these customerrequirements be met in terms of design requirements?
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THE RELATIONSHIP MATRIX
It is the linkage between the engineering designrequirements and voice of the customer.
Correlates how hows satisfy whats
Use symbolic notation for depicting weak, medium, andstrong relationships
Generally,
A circle within a circle indicates a strong correlation
between the two.A single circle shows a moderate correlation
A triangle represents a weak correlation.
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THE HOW MUCH ROOM
How muchs" of the Hows (measurement)
Answers a common design question: "How much is goodenough (to satisfy the customer)?
located in the box beneath the relationship matrix. Clearly stated in a measurable way as to how customer
requirements are met
Provides designers with specific technical guidance
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THE CORRELATION MATRIX ROOF
Identifies how hows items support (positive) or conflict(negative) with one another
Find trade-offs for negative items by adjusting howmuch values.
Trade-offs must be resolved or customer requirements
wont be fully satisfied. There are two consequences of a negative correlation.
The first consequence is to redesign the product in order toeliminate the tradeoffs.
The second consequence is to determine an optimization target in
which the design tradeoffs are included with their relativeimportance to the customer considered.
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THE ENGINEERING COMPETITIVE
ASSESSMENT ROOM
collects the data in engineering terms and recordsit on the chart. Each item is scaled separately as itrelates to its relative merit for each test from good
to poor. The Engineering CompetitiveAssessment room is recorded below the HowMuch room and corresponds to the How roomcolumn. An importance rating is assigned to each
test on a certain scale.
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THE MARKETING COMPETITIVE
ASSESSMENT ROOM
Also called the Customer Competitive
Assessment room. Its location is next to the
Relationship Matrix room.
This competitive benchmarking helps identify the
current best-in-class designs as well as the
strengths and weaknesses of each design. A
weighted scale is also applied to the system.
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AN EXAMPLE WITHCOMPLETED QFD
MATRICES:
PRODUCT PLANNING
MATRIX FOR PENCIL
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BEFORE AND AFTER QFD
BEFOREQFD
AFTERQFD
DESIGNPLANNING REDESIGN MANUFACTURING
PLANNING DESIGN REDESIGN MANUFACTURING
BENEFITS
Development time
$$
Customer satisfaction
KEY DIFFERENCES
Before QFD After QFD
sequential development simultaneous development across functions
function involvement by phase all functions participate from start
management approval by phase team empowered to make decisionstasks assigned by function tasks shared across functions
functionally led decisions consensus decisions about trade-offs
presentation meetings working meetings to develop results jointly
customer needs not integrated focus on customer needs carried throughout
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TO BUILD HOUSE OF QUALITY
Identify customer wants
Identify howthe goods/service will satisfycustomer wants.
Relate the customers wants to the
products hows.
Develop importance ratings
Evaluate competing ideas and concepts
Ultimately you choose the design
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HOUSE OF QUALITY EXAMPLE
Youve been assigned
temporarily to a QFD
team. The goal of the
team is to develop a newcamera design. Build a
House of Quality.
1984-1994 T/Maker Co.
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HOUSE OF QUALITY EXAMPLE
What the customer desires
(wall)
CustomerRequirements
CustomerImportance
Target Values
Light weight
Easy to useReliable
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HOUSE OF QUALITY EXAMPLE
CustomerRequirements
CustomerImportance
Target Values
Light weight
Easy to use
Reliable
50
20
30
Average customer
importance rating
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HOUSE OF QUALITY EXAMPLE
CustomerRequirements
CustomerImportance
Target Values
Light weight
Easy to use
Reliable
Choose engineeringcharacteristics to satisfy the
customer requirements
Aluminum
Parts
Steel
Parts
AutoFocus
Auto
Exposure
50
20
30
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HOUSE OF QUALITY EXAMPLE
CustomerRequirements
CustomerImportance
Target Values
Light weight
Easy to use
Reliable
Relationship betweencustomer attributes &
engineering characteristics
(rooms)
Aluminum
Parts
Steel
Parts
AutoFocus
Auto
Exposure
5 28 7
84 5 3330 260 340 270
50
20
30
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Good LuckStart designing!
Thanks Your
Patient Hearing
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