QFD PPT2023

Quality Function
Deployment
QFD
 A Quality Function Deployment diagram is a matrix used to depict
customer requirements.
Lean Six Sigma: Process Improvement Tools and Techniques © 2011 Pearson Higher Education,
Donna C. Summers Upper Saddle River, NJ 07458. • All Rights Reserved.
QFD
 A QFD is used to capture the voice of the customer and translate it into
technical information that an organization can use in order to create or
improve a product.
 Developed in Japan in the 1970s
 Dr. Akao
QFD
 It is often called a House of Quality because:
 Customer information is shown horizontally
 Technical information is shown vertically
Customer
Information
Technical
Information
QFD
 QFD’s are planning and communication tools:
 Used for new product development
 Used to conform to customer demands
 Used any time you have customers and you need to identify their
expectations and turn that information into workable technical
specifications.
QFD
 QFDs are planning and communication tools:
 Used to help set strategic targets
 Used to help determine priority issues
 Used for analysis
 Used to estimate what the competition is doing
 Used to integrate complex information
QFD
 QFDs encourage:
 Team building
 Consensus
 Creativity
 Structure
 Organization
 Development of new ideas
 Remove suggestiveness from the product development process
QFD
 Building a QFD
 Determine the Voice of the Customer
 Have the customer rank the relative importance of his/her wants
 Have the customer evaluate your company against competitors
 Determine how the wants will be met
 Determine the direction of improvement for the technical
requirements
 Determine the operational goals for the technical requirements
 Determine the relationship between each of the customer wants and
the technical requirements
 Determine the correlation between the technical requirements.
 Compare the technical performance with that of competitors
 Determine the column weights
 Add regulatory and/or internal requirements
 Analyze the QFD matrix
QFD
 Capture the Voice of the Customer
 Organize the Voice of the Customer
QFD
 Determine the Voice of the Customer: Four types of customers
 Those customers we already have and can’t lose
 Those customers we could lose easily
 Those customers we could gain with minor product changes
 Those customers we can’t get.
QFD
 Determine the Voice of the Customer: Categories
of Customers
 Planner: Matches product with organizational need
 Funder: Pays for product, installation, maintenance, or
operation
 Auditor: Prevents misuse of product
 Installer: Integrates product into its environment
 Maintainer: Repairs the product
 Operator: works with product
 User 1: directly benefits from using product but may not be
final user
 User 2: directly benefits from using product
QFD
 Determine the Voice of the Customer: Kano Model
Satisfied Feeling
Exciting level
of Quality
Physically fulfilled
condition
Basic level
of Quality
QFD
 Determine the Voice of the Customer: Capturing Customer information
 Determine people to talk to
 Determine the target market
 Determine whether or not to survey with or without samples of the current product
 Determine whether or not to use an outside organization to conduct the surveys
QFD
 Determine the Voice of the Customer: Capturing Customer information
 Determine people to talk to
 Determine how to contact the customers
 Focus groups
 Interviews (telephone, one-on-one, web/email)
 Questionnaires
 Product clinics
 Observations
QFD
 Listen
 Observe
 Probe
 Ask for Reasons
 Clarity
 Understanding
 Issues
 Ask for Examples

 Show me, help me understand
QFD
 Be sure to ask: What questions didn’t we ask that we should have?

 Be sure to capture the verbatims
 How did the customer say what they said?
QFD
 Step 1: Determine the Voice of the Customer
 What does the customer want?
 Organize the Voice of the Customer
 Using one ‘voice’ per post-it note, write down all information
 Sort/organize the information (including verbatims) that you have gathered
 Arrange the voices into groups
 Place on diagram (Figure 11.3)
QFD
 Step 2: Have the customer rank the relative importance of his/her wants
 Rank them all (Ten is highest rank. One is lowest.)
 Figure 11.4
 Step 3: Have the customer evaluate your company against competitors

 Chose two competitors
 Have customer rank first, second, third
 The organization with the most firsts is ranked first
 Figure 11.5
QFD
 Step 4: Determine how the wants will be met
 How will the company provide for the wants?
 Translate the Voice of the Customer
 Turn verbatims into technical requirements
 Figure 11.6
Customer Verbatim -> Technical Requirement

Cup stays cool -> Temperature at hand
Won’t spill or tip: -> Tip force at top, fluid loss vertical/horizontal impact
Doesn’t leak -> Porosity
QFD
 Step 5: Determine the direction of improvement for the technical
requirements
 Figure 11.7
 A downward arrow means that improvement would happen if we reduced the technical
requirements value
 An upward arrow means that improvement would happen if we increased the technical
requirements value
 A circle means it should not be changed.
QFD
 Step 6: Determine the operational goals for
the technical requirements
 Figure 11.8
QFD
 Step 7: Determine the relationship between
each of the customer wants and the technical
requirements
 Figure 11.9
 How does action (change) on a technical requirement affect
customer satisfaction with the recorded want?
 Strong positive correlation: Filled-in circle valued at 9
 Positive correlation: open circle valued at 3
 A weak correlation: triangle valued at 1
 No correlation: empty box
 Negative correlation: minus sign or x
QFD
 Step 8: Determine the correlation between the technical requirements.
 Figure 11.10
 Strong positive correlation: Open circle
 Negative correlation: minus sign or x
 No correlation: empty box
 Step 9: Compare the technical performance with that of competitors

 Figure 11.11
QFD
 Step 10: Determine the column weights
 Multiply rankings by correlation values
 Figure 11.12
 Step 11: Add regulatory and/or internal requirements

 Figure 11.12
QFD
 Step 12: Analyze the QFD matrix
 What did the customer want?
 How is this supported by customer rankings and competitive comparisons?
 How well is the competition doing?
 How does our company compare?
 Where will our emphasis need to be?

QFD PPT2023

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QFD PPT2023

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Quality Function

 Interviews (telephone, one-on-one, web/email)

 Ask for Examples

 Be sure to ask: What questions didn’t we ask that we should have?

 Place on diagram (Figure 11.3)

 Step 3: Have the customer evaluate your company against competitors

Customer Verbatim -> Technical Requirement

 A circle means it should not be changed.

 Negative correlation: minus sign or x

 No correlation: empty box

 Step 9: Compare the technical performance with that of competitors

 Step 11: Add regulatory and/or internal requirements

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