2 Pie 20-21

Akshay Dvivedi For Limited 9/18/2021
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Quality Function Deployment
Akshay Dvivedi
Thermax India Ltd.

Akshay Dvivedi
QFD
 Where am I ?
Thermax India Ltd.

Akshay Dvivedi
MIN-303 2021-22 Only for

classroom teaching and discussion 1
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QFD Target
Thermax India Ltd.

Akshay Dvivedi

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QFD in Japanese
 Hin Shitsu Ki No Ten Kai
"A group of courageous people working in harmony

pursuing the finest detail to unlock the organization and
roll out products that the multitudes in the marketplace
will value."
QFD
 Quality Function Deployment (QFD) was developed to bring
the personal interface to modern manufacturing and
business alike.
 It helps organizations seek out both spoken and
unspoken needs, translate these into actions and
designs, and focus various business functions toward
achieving this common goal.
 QFD empowers organizations to exceed normal
expectations and provide a level of unanticipated
excitement that generates value.
Thermax India Ltd.
Akshay Dvivedi

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What is QFD?
1. Understanding Customer Requirements

2. Maximizing Positive Quality That Adds Value
3. Comprehensive Quality System for Customer Satisfaction
4. Strategy to Stay Ahead of The Game
Thermax India Ltd.

Akshay Dvivedi
COMPARISON OF OLD AND NEW DESIGN SYSTEMS
TRADITIONAL methods
Product definition Design Redesign
QFD method
Traditional Methods:
Minimizing negative quality
Nothing Wrong = Everything Right
QFD Method:
Maximizing customer satisfaction i.e., positive quality
Nothing Wrong ≠ Everything Right
Thermax India Ltd.
Akshay Dvivedi

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Definition
 A methodology for building the “Voice of the

Customer” into product and service design.
 The way to assure the design quality while

the product is still in the design stage.
 Planning tool used to fulfill customers

expectations.
Thermax India Ltd.
Akshay Dvivedi
Information on QFD….
 Developed in Japan in the mid 1970s
 Introduced in USA in the late 1980s
 Toyota was able to reduce 60% of cost to bring
a new car model to market
 Toyota decreased 1/3 of its development time
 70% of world best US companies use QFD
 Companies feel it increased customer
satisfaction
Thermax India Ltd.

Akshay Dvivedi

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Benefits of QFD
11
12

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Success Story
 Ford Motor Company – QFD to design “Taurus”
 1986 Ford Taurus: The car that saved Ford. It set a new
design standard and proved America could build a
modern front-drive sedan that could stand in the ring
with the Camry and Accord.
 Britain Daily mail: “Setting a mid – 90s benchmark in
advanced engineering, safety and comfort… never has a
new Ford car been such a pleasure to drive and ride in”
Thermax India Ltd.

Akshay Dvivedi
Success Story
Motor Trend's car of the year for 1986

 Ford “Taurus” Car and Driver's ten-best list for 1986. Over
200,000 Taurus - sold during the 1986
Thermax India Ltd.
Akshay Dvivedi

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Capturing the Voice of the

Customer
 No one monolithic voice of the customer.
 Customers Voices are diverse.
 Even within one buying unit, there are multiple customer

voices (e.g., children versus parents).
 There are even multiple customer voices within a single
organization:
 the voice of the procuring organization,
 the voice of the user, and
 the voice of the supporting or maintenance organization.
Thermax India Ltd.
Akshay Dvivedi
Voice of the Customer

 The voice of the customer is captured in a
variety of ways:
 direct discussion
 interviews
 surveys
 focus groups
 observation
 warranty data
 field reports, etc.
Thermax India Ltd.
Akshay Dvivedi

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Quality Function Deployment
 This understanding of the customer needs is

then summarized in a product planning matrix
 These matrices are used to translate higher level

needs into lower level product requirements or
technical characteristics to satisfy these needs.
Thermax India Ltd.

Akshay Dvivedi
Important points
 Should be employed at the beginning of every project
(original or redesign)
 Customer requirements should be translated into
measurable design targets
 It can be applied to the entire problem or any
subproblem
 First worry about what needs to be designed then how
 It takes time to complete
Thermax India Ltd.

Akshay Dvivedi

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QFD Methodology
 Four-phase model.
 The most common approach found in the
literature.
 It deploys costumer’s requirements into:
1. product planning.
2. parts planning.
3. process planning.
4. production planning.
Thermax India Ltd.

Akshay Dvivedi
Phase I
Design requirements • Define & Prioritize customer

needs
• Analyze competitive
opportunities
• Plan a product to respond to
needs and opportunities
• Establish critical characteristic
target values
Phase II
Thermax India Ltd.
Akshay Dvivedi

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Phase II
Part Requirements • Identify critical parts or

assemblies
• Flow down critical product
characteristics
• Translate into critical
part/assembly characteristics
and target values
Phase III
Thermax India Ltd.
Akshay Dvivedi
Phase III
Key Process Optimization • Determine critical processes

and process flow
• Develop production equipment
requirement
• Establish critical process
parameters
Phase IV
Thermax India Ltd.
Akshay Dvivedi

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Phase IV
• Determine critical part and

Production requirements
process characteristics
Key Process Optimization
• Establish process control

methods & parameters
• Establish inspection &
test methods & parameters
Prototype and Production Launch

Thermax India Ltd.
Akshay Dvivedi
The House of Quality
 The most important part of QFD.

 Most of QFD projects stop at the House of Quality.
 It is composed of several sections joined together in
various ways.
 It is a storehouse of marketing and product planning
information.
Thermax India Ltd.

Akshay Dvivedi

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QFD House of Quality
Interrelationships
Customer
importance How to satisfy
ratings customer wants
assessment
Competitive
What the Relationship
customer matrix
wants
Target values Weighted

rating
Technical
evaluation
25
Components of House of
Quality
HOWS vs. HOWS
Who Hows
who NOWS vs. WHATS

Whats Whats vs. Hows
vs.
what
WHATS vs. HOWS
HOW MUCH
Thermax India Ltd.

Akshay Dvivedi

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Extensions to House of Quality
Ratio of Improvement
Customer
Evaluation
Useful Data
This Product
Target
Weighted Importance
Importance %
Units
This Product
Targets
Technical Difficulty
Thermax India Ltd.
Akshay Dvivedi
Hows vs
Hows
Step 1: Who are the customers?

Customer
Evaluation
Who
Hows
This Product
Now
Who vs.
Whats
Now vs
Whats Whats vs
What
Hows
Units
This Product
Hows vs
How Muches How
Muches
Targets
 To “Listen to the voice of the customer” first

need to identify the customer
 In most cases there are more than one
customer
 consumer
 regulatory agencies Customers drive the development of
the product, not the designer
 manufacturing
 marketing/Sales
Thermax India Ltd.

Akshay Dvivedi

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Step 2: Determine the

customers’ requirements
Hows vs
 Need to determine what is to be Hows

Customer
Evaluation
designed
Who
Hows
This Product
Now
 Consumer
Who vs.
Whats
Now vs
Whats Whats vs
What
Hows
 product works as it should Units
This Product
Hows vs
 lasts a long time How Muches How
Muches
Targets
 is easy to maintain
 looks attractive List all the demanded
qualities at the same level
 incorporated latest technology of abstraction
 has many features

Thermax India Ltd.
Akshay Dvivedi
Step 2: cont...
 Manufacturing
 easy to produce
 uses available resources
 uses standard components and methods
 minimum waste
 Marketing/Sales
 Meets customer requirements
 Easy to package, store, and transport
 is suitable for display
Thermax India Ltd.
Akshay Dvivedi

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Kano Model
Customer Satisfaction
+
Delighted
Basic Quality: These requirements are not
ce
an
usually mentioned by customers. These
rm
rfo
are mentioned only when they are absent Fully
Pe
Excitement implemented
from the product. Absent
Basic
Satisfiers
Performance Quality: provides an
increase in satisfaction as performance
improves -
Disgusted
Excitement Quality or “wow requirements”: are often

unspoken, possibly because we are seldom asked to
express our dreams. Creation of some excitement features
in a design differentiates the product from competition.
Thermax India Ltd.
Akshay Dvivedi
Kano Model
Thermax India Ltd.

Akshay Dvivedi

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Kano Model
Thermax India Ltd.

Akshay Dvivedi
Types of customer requirements

 Functional requirements describe the product’s desired
behavior
 Human factors
 Physical requirements
 Reliability
 Life-cycle concerns
 Resource concerns
 Manufacturing requirements
Thermax India Ltd.

Akshay Dvivedi

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How to determine the

Whats?
 Customer survey (have to formulate the

questions very carefully)
 If redesign, observe customers using existing
products
 Combine both or one of the approaches with
designer knowledge/experience to determine
“the customers’ voice”
Thermax India Ltd.

Akshay Dvivedi
Affinity Diagram
 Provides structure for verbal data by creating natural

clusters or groups
 Ensures that the list of demanded qualities are
complete and expressed at the same level of detail
Thermax India Ltd.

Akshay Dvivedi

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Constructing Affinity Diagram

 Set a brainstorming session to list all possible requirements
 Record each element of the list on small cards
 Place all cards on a table randomly
Silent mode
 Spend time reading all demanded qualities
 Start at the same time, once everyone is ready - everyone quickly and
without thought find two demanded qualities that have something in
common
 If you find a demanded quality is not where you think it belongs, move
it. If it is moved again, make a duplicate and talk about it later.
 The process continues until all demanded qualities are in a group.
Thermax India Ltd.

Akshay Dvivedi
Constructing Affinity Diagram

Discussion Mode
 Begin discussion after group composition for the demanded qualities
becomes stable
 First review the demanded qualities that seemed to have more than
one home
 Select a descriptive name for the groups. Group names must also be
demanded qualities, but at a higher level of abstraction
 Look at each group and judge if all elements are at the same level of
abstraction
 Check each group by asking “If this is the name of the group, what
elements should be included but are missing?”
 Next test for missing groups.
 Check with the types of customer requirements list
Thermax India Ltd.

Akshay Dvivedi

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Step 3: Determine Relative Importance of

the Requirements: Who vs. What
 Need to evaluate the importance of each of the

customer’s requirements.
 Generate weighing factor for each requirement by rank
ordering or other methods Hows vs
Hows
Customer
Who
Evaluation
Hows
This Product
Now
Who vs.
Whats
Now vs
Whats
What
Whats vs
Hows
Units
This Product
Hows vs
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi
Rank Ordering
 Order the identified customer requirements

 Assign “1” to the requirement with the lowest priority
and then increase as the requirements have higher
priority.
 Sum all the numbers
 The normalized weight
Rank/Sum
 The percent weight is: Rank*100/Sum
Thermax India Ltd.

Akshay Dvivedi

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Step 4: Identify and Evaluate the Competition:

How satisfied is the customer now?
 The goal is to determine how the customer perceives the

competition’s ability to meet each of the requirements
 it creates an awareness of what already exists
 it reveals opportunities to improve on what already exists
Hows vs
Hows
The design: Customer
1. does not meet the requirement at all
Who
Evaluation
Hows
This Product
Now
2. meets the requirement slightly
3. meets the requirement somewhat
Who vs.
Whats
Now vs
Whats
What
Whats vs
4. meets the requirement mostly Hows
5. fulfills the requirement completely Units

Hows vs
This Product
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi
Step 5: Generate Engineering Specifications:

How will the customers’ requirements be
met?
Restatement of the design problem and customer requirements in
terms of parameters that can be measured.
 The goal is to develop a set of engineering

specifications from the customers’ requirements.
Hows vs
Hows
Customer
Who
Evaluation
Hows
This Product
Now
Each customer requirement should have at
least one engineering parameter.
Who vs.
Whats
Now vs
Whats
What
Whats vs
Hows
Units
This Product
Hows vs
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi

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Step 6: Relate Customers’ requirements to

Engineering Specifications: Hows measure
Whats?
 This is the center portion of the house. Each cell

represents how an engineering parameter relates to a
customers’ requirements.
Hows vs
Hows
9 = Strong Relationship Customer
Who
Evaluation
Hows
This Product
Now
3 = Medium Relationship
1 = Weak Relationship
Who vs.
Whats
Blank = No Relationship at all
Now vs
Whats
What
Whats vs
Hows
Units
This Product
Hows vs
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi
Step 7: Identify Relationships Between

Engineering Requirements: How are the Hows
Dependent on each other?
 Engineering specifications maybe dependent on each

other.
9 = Strong Relationship
Hows vs
3 = Medium Relationship Hows
1 = Weak Relationship Customer

Who
Evaluation
Hows
This Product
Now
-1 = Weak Negative Relationship
-3 = Medium Negative Relationship
Who vs.
Whats
Now vs
-9 = Strong Negative Relationship Whats

What
Whats vs
Hows
Blank = No Relationship at all Units
This Product
Hows vs
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi

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Step 8: Set Engineering Targets: How

much is good enough?
 Determine target value for each

engineering requirement.
 Evaluate competition products to
engineering requirements
Hows vs
 Look at set customer targets Hows
Customer
Who
Evaluation
 Use the above two information to set Hows
This Product
Now
targets
Who vs.
Whats
Now vs
Whats
What
Whats vs
Hows
Units
This Product
Hows vs
How Muches How
Muches
Targets
Thermax India Ltd.
Akshay Dvivedi
Relationships Among Customer

Engineering Characteristics Evaluation
Identifying
Engineering performance measure conflicts
Characteristics Customer
Evaluation
Record Performance
Relative Importancemeasures for each customer
demanded
Record customer quality ratings for your
performance
Customer Attributes
Similar product and competitors’ products
Importance for each demanded quality needs
Relationship
The first step is tobetween
list alltothe
Technical demanded
bedemanded customer
determinedqualities qualities
benchmarking and
at the same
Engineering Performance
level of abstraction
Units
Units
ObjectiveTechnical Difficulty associated with achieving
Engineering
Measures Targets/improvements and importance of Influence
Setting Technical
technical Targets
characteristics Customer
Determining Targets Qualities
Important Technical Difficulty Targets
Characteristics Importance
Thermax India Ltd.
Akshay Dvivedi

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Creating the
Requirement List
 Contents of Requirement List
 Specify if the individual items are demands or wishes in the
clearest possible terms
 Tabulate Quantitative and Qualitative aspects
 Collect further information
 If possible rank wishes as being of major, medium or minor
importance
 Living document
 Arrange the requirements in clear order
 Define the main objective and the main characteristics
 Split into identifiable groups
 Enter the Requirement list on standard forms and circulate
 Examine Objections
Thermax India Ltd.
Akshay Dvivedi
Requirement List
Requirements list Identification
Classification
User for Project, product Page
D
Changes Requirements Responsible
W
Specify wether item is D or W
Design Group Resposible

Date of Change
Objective or property with qualitative and quantitative data
Replaces Issues of:
Thermax India Ltd.

Akshay Dvivedi

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Applications of QFD
 Its primary application has been for planning and

managing product development.
 More recently it has been applied to different areas such
as:
 Health care, Aircraft Engine Design, and Software
Development, Hotels etc.
Thermax India Ltd.

Akshay Dvivedi
Benefits
 Some of the benefits of adopting QFD have
been documented as
 Reduced time to market
 Reduction in design changes
 Decreased design and manufacturing costs
 Improved quality
 Increased customer satisfaction
 Promotes teamwork
 Provides documentation
Thermax India Ltd.
Akshay Dvivedi

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Conclusion
 A tool that assists the tracking of the customer’s

requirements through all the phases of product (?)
development.
 House of Quality pits the “Voice of the Customer”
against the “Voice of Designer.”
Thermax India Ltd.

Akshay Dvivedi
The Case study – Hospital OT
• Intensive discussions with the doctors, surgical team and supporting staff
along with patients by which it was found that despite all care in
operation theatre there still exist some shortcomings that are generally
overlooked.
Thermax India Ltd.

Akshay Dvivedi

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Step 1. Collecting customer requirements (WHAT’s):
Surgical team
Patient Surgeons Attendants
Supporting staff
THE KEYSTONE CUSTOMER
Thermax India Ltd.

Akshay Dvivedi
Define customers based on characteristics of use

Who What When Where Why How
Surgeon Operate 24/7 365 O.T. To aid patient Defined surgical
procedure + innovative
ideas
Surgical Assist surgeon Pre- Per- O.T. To help surgeon in Defined job criteria for
team and post providing scrub nurse, circulating
operative optimal/super- nurse, OT assistants and
optimal results house keepers
Supportin O.T sterilization, Pre- Per- O.T. For smooth Defined job criteria for
g staff O.T. & instruments and post conduction of scrub nurse, circulating
preparation operative operation nurse, OT assistants and
For trouble shooting house keepers
during surgery
Attendant Comfort patient, During Waitin Make decisions, Discuss with medical
s purchase and Operatio g lobby assure patient’s Staff, operation theater
provide n outside needs are met with, personnel
consumables, O.T. moral support
drugs, advocate for
patient, pray.
Patient Recover their 24/7, O.T. Ailments, Accidents Get operated upon
Health. 365
Thermax India Ltd.CUSTOMER SEGMENTS TABLE.

Akshay Dvivedi

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Problems faced by surgeons

What are shortcomings that are overlooked in Operation Theaters?
Overloading Monotonous atmosphere Soiling of feet & floor
In adjustable length of Improper height of scrub Clustered consumables

portions of table. station in operation theaters
Scrub solution dispensers Dangling O.T. lights with Lack of desired support
are cumbersome poor focus and illumination. from supporting staff
Patients don’t understand Seating arrangements for Cumbersome

what surgeon says surgery are either mechanical mechanism
uncomfortable or unstable of table
Incompatibility between tall surgeons and Base of Operation table is very broad
short assistants and vice versa.
Bulky lights causing Width of table is not alterable Lack of shower

mobility problems system
Thermax India Ltd.
Akshay Dvivedi
Problems faced by surgical team & supporting staff

Monotonous atmosphere Lack of consumables
Overloading Soiling of feet & floor

Lack of job distribution,
i.e., job definition is
Irrational behavior of
No technical person is unclear
surgeon
available for routine Lack of cooperation from
maintenance of the floor staff
Poor quality
equipments
instrumentation
Lack of communication
Incompatibility between
Exposed to irradiation from surgeon about his
tall surgeons and short
requirements for a case
assistants and vice versa
Assisting from a distance with poor visibility & awkward position where as
surgeon expects perfect assistance
Thermax India Ltd.
Akshay Dvivedi

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Problems faced by attendants / visitors
Uncomfortable Negative thoughts Monotonous

waiting place atmosphere
I want to accompany Nauseating smell, Lack of information

my patient mysterious and frightening exchange at O.T.
environment entry
Lack of identification What is being done to my Lack of

by O.T. staff patient inside O.T. causes identification of O.T.
misery to me? staff
Thermax India Ltd.

Akshay Dvivedi
Problems faced by patients.
Lack of privacy Lack of communication Pressure sores
Monotonous Lack of identification of Cold stretcher and

atmosphere surgeon/surgical team O.T. table when
patients are washed
up and are in thin
Flimsy arm support which is at low level from table O.T apparel
causes pain in arms
Thermax India Ltd.

Akshay Dvivedi

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Problems faced by O.T staff

Design/planning issues Problems in & around O.T. Table and seating
1. Clustered consumables in O.T. 9. Seating arrangements for surgery (stools) are either uncomfortable or
2. Improper height of scrub unstable
station 10. Dangling O.T. lights, due to loose ceiling mounts with poor focus
3. Lack of shower system and illumination.
4. Scrub solution dispensers are 11. Base of Operation table is very broad, resulting in back problems
cumbersome 12. Width of table is not alterable.
5. Poor quality instrumentation 13. Cumbersome mechanical mechanism of table.
6. Lack of consumables 14. Pressure sores
7. Exposed to irradiation 15. Bulky lights causing mobility problems
8. Lack of technical help 16.One has to assist from a distance with poor visibility & awkward
position where as surgeon expects perfect assistance
Personal or individual 17. In adjustable length of portions of table
problems 18. Cold stretcher and O.T. table when patients are washed up and are in
22. Lack of desired support from thin O.T. apparel
supporting staff 19. Flimsy arm support at low level from table causes pain in arms
23. Incompatibility between tall 20. Soiling of floor
surgeons and short assistants 21. Soiling of feet
and vice versa Communication related problems
24. Identification problems 28. Irrational behavior of surgeon
25. Unclear Job definition 29. Patients don’t understand what surgeon says
26 Overloading 30 Lack of communication from surgeon about his requirements for a
27. Monotonous atmosphere case
Thermax India Ltd.
Akshay Dvivedi
Priorities of Problems Faced By Customers.

Problems in Service function Customer weighting Abb.
Problems in O.T. table 9 IT
Problems around O.T. table 8 AT
Planning problems (infrastructure) 7 INF
Planning problems (individual) 6 IND
Architectural problem 5 ARCH
Problems in seating 4 SEAT
Design problems 3 DES
Training problems 2 TRG
Support problems from staff 1 SUPP

Thermax India Ltd.
Akshay Dvivedi

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QFD
Matrix
Thermax India Ltd.
Akshay Dvivedi
QFD
Matrix
Thermax India Ltd.
Akshay Dvivedi

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QFD
Matrix
Thermax India Ltd.
Akshay Dvivedi
Thanks !!
Thermax India Ltd.

Akshay Dvivedi


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Akshay Dvivedi For Limited 9/18/2021

Quality Function Deployment

Thermax India Ltd.

Thermax India Ltd.

MIN-303 2021-22 Only for

Thermax India Ltd.

MIN-303 2021-22 Only for

"A group of courageous people working in harmony

MIN-303 2021-22 Only for

1. Understanding Customer Requirements

Thermax India Ltd.

COMPARISON OF OLD AND NEW DESIGN SYSTEMS

MIN-303 2021-22 Only for

 A methodology for building the “Voice of the

 The way to assure the design quality while

 Planning tool used to fulfill customers

Thermax India Ltd.

MIN-303 2021-22 Only for

MIN-303 2021-22 Only for

Thermax India Ltd.

Motor Trend's car of the year for 1986

MIN-303 2021-22 Only for

Capturing the Voice of the

 Even within one buying unit, there are multiple customer

Voice of the Customer

MIN-303 2021-22 Only for

Quality Function Deployment

 This understanding of the customer needs is

 These matrices are used to translate higher level

Thermax India Ltd.

Thermax India Ltd.

MIN-303 2021-22 Only for

Thermax India Ltd.

Design requirements • Define & Prioritize customer

MIN-303 2021-22 Only for

Part Requirements • Identify critical parts or

Key Process Optimization • Determine critical processes

MIN-303 2021-22 Only for

• Determine critical part and

• Establish process control

Prototype and Production Launch

The House of Quality

 The most important part of QFD.

Thermax India Ltd.

MIN-303 2021-22 Only for

QFD House of Quality

Target values Weighted

who NOWS vs. WHATS

Thermax India Ltd.

MIN-303 2021-22 Only for

Extensions to House of Quality

Step 1: Who are the customers?

 To “Listen to the voice of the customer” first

Thermax India Ltd.

MIN-303 2021-22 Only for

Step 2: Determine the

 Need to determine what is to be Hows

 has many features

MIN-303 2021-22 Only for

Excitement Quality or “wow requirements”: are often

Thermax India Ltd.

MIN-303 2021-22 Only for

Thermax India Ltd.