Lecture 8

Translating Customer Needs

Dr. Janakarajan Ramkumar

Professor
Department of Mechanical & Design Program
IIT Kanpur, India.
QFD and the House of Quality
The regions of the house of quality are:

Objective:
• Express the goal of the item

List of characteristics:
• Get a rundown of qualities of the item as characterized by the
customers.
• Whenever possible, the customer requirements ought to be
gathered at their largest.
• These customer requirements are additionally used to assess the
applicant ideas produced to fulfill each functional requirement.
QFD and the House of Quality
Importance ratings:
• Customer importance ratings are the weighted numbers acquired.
• They are doled out to the item's attributes demonstrating their
relative significance as showed by the customers.

The quantities required to achieve the product’s characteristics:

• These are the building qualities communicated and are quantified
as far as possible.
• Although it isn't standard to do as such, it is proposed that the
designing attributes be assembled by their functional attributes.

Correlation matrix:
• A correlation matrix demonstrates the level of communication
among the item's building qualities.
• It gives some thought of the level of grouping that will exist when
endeavouring to fulfill the designing qualities.
• It also demonstrates the level of grouping as often as possible
realized by the physical laws representing the item's designing
attributes.
QFD and the House of Quality
Target values:
• Target values for each of an item's building qualities are often
decided from benchmarking information.
• This helps to from a free evaluation of how firmly the qualities
affect the item's execution traits and highlights.

Relationship matrix:
• A relationship matrix is an efficient means for recognizing the
levels of impact and impact between each designing trademark
and the customer’s necessities.
• This nonlinear values helps in the identification of those quantities
having the highest absolute importance.
QFD and the House of Quality
Customer competitive assessment:
• It is an outline of the main a few competitive items' qualities in
correlation with the item being created.
• On the off chance that the organization does not have a current
item, at that point it demonstrates how the present items are
seen by the purchasers.
• This appraisal is inconsequential to the customer significance
rating, to the qualities that are doled out to the relationship
framework, and to the objective esteems.

Technical competitive assessments:

• Technical competitive assessments think about the competitors'
particulars for each of the item's designing qualities to those for
the proposed specification.
• Each of these determinations should meet or surpass each of the
contenders' qualities.
QFD and the House of Quality
Absolute importance:
• Absolute importance is the aggregate of the product of the
numerical value of each element in a column of the relationship
matrix with its corresponding customer importance rating
• This is the preliminary step in obtaining the final results.

Relative importance:
Relative importance is the assurance of the level of the add up to
numerical score for each engineering characteristics.
High value elements here are the characteristics that are to be
worked on.
These high value or high ranking elements directly related to the
customer requirements.
The recourses, time and money should be allocated to these high
leverage elements.
QFD and the House of Quality

http://stcsn.ieee.net/_/rsrc/1489997749277/e-letter/stcsn-e-letter-vol-2-no-3/turning-user-requirements-into-technical-
features-with-the-house-of-quality/hoq_scheme.png?height=279&width=400
Product Design Specification
• Amid the way toward finishing the house of quality, the
Product Development group ought to likewise be creating
data that will shape the product design specification (PDS).
• The PDS contains every one of the certainties identifying with
the item's result.
• It is a list of functions what the item needs to do and is the
central control system and fundamental reference hotspot for
the whole item improvement movement.
• The product definition should state the following:
1. The product title.
2. What purpose or function the product is to perform.
3. Against what types of product it will be competing
and who makes them.
4. What market it will serve.
5. Why there is a need.
6. The anticipated demand and target price.
7. Product identity.
8. Relationship to the company’s current product lines.
Product Design Specification

Adapted from Magrab (2010)

Four phases of QFD/HOQ

https://vgpblog.files.wordpress.com/2015/05/house-of-quality-and-qfd-4-phases-value-generation-partners.png
 QFD/HOQ example Θ
Legend
Strong Relationship 9
Chocolate Chip Cookies: Ο Moderate Relationship 3
▲ Weak Relationship 1
Customer Req's vs Functional Req's ┼┼ Strong Positive Correlation
┼ Positive Correlation
▬ Negative Correlation
▼ Strong Negative Correlation
▼ Objective Is To Minimize
▲ Objective Is To Maximize
x Objective Is To Hit Target

Column # 1 2 3 4 5 6 7 8 9
Direction of Improvement: Competitive Analysis
Minimize (▼), Maximize (▲), or Target (x) (0=Worst, 5=Best)
Quality Characteristics
Max Relationship Value in Row

Our Company
(a.k.a. "Functional

Density of Chocolate Chips

Avg. Hedonic Scale Rating
Requirements" or "Hows") Mrs. Fields

Tensile Ulimate Strength

Tensile Yield Strength
Girl Scouts
Weight / Importance

Cost per Cookie

Relative Weight

Starbuck's

Size (diameter)

Girl Scouts
Cinnabon

Mrs. Fields
Demanded Quality

Starbuck's
Thickness

Cinnabon
(a.k.a. "Customer Kebler

Weight

Kebler
Row #

Requirements" or
"Whats") Color
0 1 2 3 4 5
1 9 5.0 Good Texture 5 2 3 5 0

2 9 10.0 Generous Portions 4 3 4 4 1

3 9 25.0 Tastes Good 5 4 3 4 2

4 9 20.0 Low Price 1 1 0 2 5

5 9 15.0 Appetizing Appearance 5 2 4 3 2

(Hdecimal RGB)

+ Sample Size)
Target or Limit
.01 MPa

.02 MPa
#FFC125

2 oz.

5 psi
7 (100
Value 0.3 "
5"

$1
Difficulty
(0=Easy to Accomplish, 10=Extremely Difficult)
Max Relationship Value in
Column Weight / Importance
Relative Weight

http://www.QFDOnline.com
 Legend
Θ Strong Relationship 9

QFD/HOQ example Ο
▲
┼┼
Moderate Relationship
Weak Relationship
Strong Positive Correlation
3
1

Chocolate Chip Cookies: ▬

┼ Positive Correlation
Negative Correlation

Functional Req's vs. Production Attributes ▼

▼
Strong Negative Correlation
Objective Is To Minimize
▲ Objective Is To Maximize
x Objective Is To Hit Target

Column # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Direction of Improvement:
Minimize (▼), Maximize (▲), or Target (x)
Max Relationship Value in Row

(Length of Time Since Baked)

Use of Flavorful Ingredients

Ratio of Chocolate Chips

Length of Wet Ingredient

Length of Dry Ingredient

Quality of Ingredients
Order of Ingredients

Use of "Crispening"
Weight / Importance

Cost of Ingredients

Use of "Softening"
Age of Ingredients

Cost of Packaging
Quality

Exposure to Air
Relative Weight

Characteristics

Age of Cookie
Baking Temp
Baking Time
(a.k.a.

Mixing Time

Mixing Time

Shortening
Demanded

Shortening
Quality "Hows")

to Flour
Row #

(a.k.a.
"Whats")

1 9 180.0 Color
2 3 60.0 Tensile Yield Strength
3 1 60.0 Tensile Ulimate Strength
4 13.3 Weight
5 1 120.0 Size (diameter)
6 9 40.0 Thickness
7 9 300.0 Avg. Hedonic Scale Rating
8 9 240.0 Cost per Cookie
9 9 60.0 Density of Chocolate Chips

Gourmet Cooking
Recommended
Wet ingredients
followed by dry

Top 3 Rated in
Manufacturer

Gourmet Quality

$0.60 per cookie

350 F - constant

$.02 per cookie

Shelf Life
ingredients
12.5 minutes

30 seconds

Guide
2 minutes

1 to 1
1 day

4 hrs
Target or Limit Value
Difficulty
(0=Easy to Accomplish, 10=Extremely Difficult)

Max Relationship Value in Column

Weight / Importance
Relative Weight

http://www.QFDOnline.com
 QFD/HOQ example Legend
Chocolate Chip Cookies: Θ
Ο
Strong Relationship
Moderate Relationship
9
3

Production Attributes vs. Parts/Materials ▲

┼┼
Weak Relationship
Strong Positive Correlation
1

┼ Positive Correlation
▬ Negative Correlation
▼ Strong Negative Correlation
▼ Objective Is To Minimize
▲ Objective Is To Maximize
x Objective Is To Hit Target
1 2 3 4 5 6 7 8 9 10 11
Column #
Direction of Improvement:
Minimize (▼), Maximize (▲), or Target (x)
Max Relationship Value in Row

Shortening Type (Margarine)

Shortening Type (Vegetable
Quality
Characteristics
Weight / Importance

Chocolate Chip Brand

(a.k.a. "Hows")

Baker Experience /
Relative Weight

Shortening Type

Container Brand
Vanilla Type

Shortening)

Ingredients
Oven Type

Flour Type

Egg Grade
Demanded Quality

Education

Shelving
(Butter)
Row #

(a.k.a. "Whats")

1 9 13.7 279.5 Baking Time

2 9 13.7 279.5 Baking Temp
3 9 12.4 251.6 Order of Ingredients
4 9 1.4 28.0 Length of Wet Ingredient Mixing Time
5 9 1.4 28.0 Length of Dry Ingredient Mixing Time
6 4.1 83.9 Age of Cookie (Length of Time Since Baked)
7 9 4.1 83.9 Age of Ingredients
8 9 12.4 251.6 Quality of Ingredients
9 3 9.9 201.2 Cost of Ingredients
10 1 1.1 22.4 Exposure to Air
11 3.3 67.1 Cost of Packaging
12 9 5.5 111.8 Use of "Softening" Shortening
13 9 1.6 33.5 Use of "Crispening" Shortening
14 9 12.4 251.6 Use of Flavorful Ingredients
15 9 3.0 61.5 Ratio of Chocolate Chips to Flour
(as opposed to imitation)

Margarine

Food Storage
Cake Flour

Tupperware
10 yrs.

Butter

Shortening

Ghirardelli
Convection

Shelving
Vegetable

Target or Limit
"Real"

Value

Difficulty
(0=Easy to Accomplish, 10=Extremely Difficult)
Max Relationship Value in Column
Weight / Importance
Relative Weight

http://www.QFDOnline.com
To recapitulate:
• How could we describing Voice of the Customer?

• What is Quality Function Deployment (QFD)?

• What is House of Quality?

• What are elements of the House of Quality?

• How can we get Product Design Specifications?

• Four phases in QFD.

Task for students:
Thanks