TECNOLÓGICO NACIONAL DE MÉXICO

INSTITUTO TECNOLOGICO DE LEON

SUBJECT:
CORE TOOLS

WORK TITLE:
QFD. “Translating the Voice of Customer into
Specification- A Study on Domino’s India Delivery
System During Covid19”

PRESENTED BY:
Espinos Sierra Juan Yahve
ACTIVITY:
01

CAREER:
Industrial Engineering

Teacher´s Name:
Juan Manuel Luna Valle

León Guanajuato on August 20,2023

Answer:
1.What is the importance of Quality Function Deployment?
In this case, in the Study on Domino’s of India. QFD is understanding
customer requirement for food delivery process and to convert it into product
specification is the main objective of this research. And if the question is how
do I see the QFD or gathers customer needs and then turns them into
operational techniques to be able to meet them despite adversity.

2. “Gain a better understanding of your customers”. How do you interpret this

about reading?
I would interpret knowing your customers better than way to do research with
the aim of converting customer requirements into product specifications and
prioritizing the Product specifications. find also to focus on creating an
efficient operational process to achieve a high level of consumer satisfaction
by getting some vital requirements from customers and also looking to get
information about where improvement is needed.

3. “Utilize customer feedback for continuous improvement” What different

alternative to the one proposed would you have suggested as an engineer?
I, as an industrial engineer, would rely on the MRP tool because success in the
market depends to a large extent on material planning, production, and
inventory management capabilities. Order planning can be relatively simple
and straightforward, but only when volumes are low. The ability to forecast and
plan materials and components is critical to the effective management of
production and finished goods inventory. This planned production is an
essential module for planning and scheduling equipment and qualified
personnel. Inventory is often a major cost of doing business and one of the
most important factors in manufacturers' profitability. Without material
requirements planning, it is impossible to effectively manage inventory to have
the right quantity of the right items at the right time. Having too much
inventory is expensive, but not having enough can create stockouts, which is
often the leading cause of production disruptions, late shipments, added
costs, and poor customer service.

4. “The various stages of product development require efforts across

departments, and inefficiencies in the process may occur. QFD helps build a
standardized system that minimizes unnecessary risks and bottlenecks” What
do you think are the stages in the case study?
I feel that in order to help in the QFD, the first thing that should be done is to
develop an APQP and in this way be able to standardize and avoid bottlenecks

5. What are the 4 phases of QFD?

First phase, (What's), identifies the importance of those desires, identifies
engineering characteristics which may be relevant to those desires.
Second phase, (How's), correlates the two, allows for verification of those
correlations, and then assigns objectives and priorities for the system
requirements.

Third phase, (Relationship matrix) is the main body of the HOQ (The House of
Quality (HOQ) is a diagram used to define the relationship between customer
desire and company/product capabilities. "House of quality" diagrams are a
basic design tool of the management approach known as quality function
implementation (QFD)). and it is filled with symbols to establish the strength of
these relationships. Once the relationship is established the weightage of the
Specification/engineering characteristics are put in the bottom if relationship
matrix.

Fourth phase, (Correlation matrix) is the roof of the HOQ which tells the
relation of one specification with other and the effect one have on the other. It
is calculated on the basis of Pearson’s correlation value.

6. Specifically of the phase called Process Planning; What exactly did they
apply in the case study?

in the phase called process planning.

They use the first phase which is "planning" Voice of the customer.
Complaints, recommendations, data and information obtained from internal
and external clients.
Product/Process Benchmark data. Provides data to set product/process
performance targets. Concept ideas are generated
Product/Process Assumptions Assumptions will be made that the product will
have certain functions, design, or process concepts. These Assumptions
include technological innovations, advanced materials, reliability evaluation,
and new technology.
Customer information. Subsequent users of the product can provide
information related to needs and expectations and this information should be
used to measure customer satisfaction

in phase 2 which is "product design and development"

Design verification Confirmation by providing objective evidence that the
design meets customer requirements • Development of alternative calculations
• Comparison of a specification of a new design with a specification of a
similar tested design • Realization of essays/tests and demonstrations •
Review of documents before their issuance

in phase 3 "Process Design and Development"

Pre-Launch Control Plan Description of the dimensional measurements and
functional and materials tests that must occur after the prototypes and before
the production.
my research on the house of quality is as follows

The house of quality (House of Quality ) in product development

When developing a product, you must take into account the most diverse aspects,
accept compromises and constantly make critical decisions. Only in this way can a
high quality product be achieved. At the center of attention should always be
customer satisfaction; however, we must not forget about the technical realization
and profitability. Only if we are able to reconcile these aspects will it be possible to
develop a good product. This is where the House of Quality , house of quality in
Spanish. With this matrix you will be able to carry out a detailed analysis on relevant
aspects related to customers and the product. Here we explain how it works.
Index
1. House of quality: what is it?
2. How to create a quality house in practice
3. What use is the house of quality?

House of quality: what is it?

The quality house is a technique that belongs to the quality function deployment
procedure (QFD, Quality function Deployment ). The QFD serves to ensure quality in
the creation of products and the provision of services. For this, different matrices are
used. The first matrix of the QFD and, for many, the most important, is called the
house of quality, a name that derives from its peculiar appearance, since the set of
tables that configures it seems to form a house with a roof and lateral wings. In this
matrix, customer requirements are first separated from the technical application and
the two sources of influence are assessed independently. Only once this is done are
the two aspects put together and the planning of the application begins.
Made
Since the house of quality relates different aspects of the development of a product,
different departments of a company should participate in the development of the
matrix. Ideally, the marketing, research and production sectors should collaborate in
it.
Normally, the house of quality is made in 10 steps (sometimes 11). In this process, it
begins by identifying the customer's wishes, continues with the assessment of the
competition and finally the technical application is addressed. Point ratings play a
very important role in all of this: implementation and priorities are assessed using a
point scale system.

How to create a quality house in practice

When filling in the matrix of a house of quality, a pre-established sequence must be

followed and, as progress is made, an image of how the product (or service) should
be planned will be formed. As all the departments involved participate in its
preparation, possible conflicts are avoided later when the plan is applied.

In our example, we will elaborate the quality house of the development of a kitchen
robot. We'll start with an empty array:
 Y
ou start with an empty House of Quality
Step 1: Identify customer preferences

First of all, we will focus on the left part of the matrix. This section is related to
marketing: here you must include all the wishes of the customers that are relevant to
the product. One way to find out about them is by conducting surveys. However, as
(potential) customers also often do not have a clear idea of what they want from a
product, alternative methods such as market analysis can also be useful in
determining this. The list of customer wishes is known as the “What”, as opposed to
the “How” of technical implementation.

In our example, we have listed a broader range of functions, modern design and
long-lasting quality as requirements, which we will list in no order.
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he first question that will fit to register in the house of the quality will be the
preferences of the clients.
Step 2: assessment of customer requirements

Immediately next to the list of customer demands, they are given scores from 1 to 5:
the more important the aspect, the higher the number (you can also apply your own
scale if it's more significant to the product and team) ). The information necessary to
carry out this classification can be obtained through surveys or in direct
communication with customers. From this information you will be able to deduce
which requirements should be the focus of your planning.

In our example, the range of functions is the most important thing for customers. The
other two requirements have obtained lower ratings.
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he next question is: how important are customer demands?
Step 3: Analysis of the competition from the customer's perspective

In the third step, you will obtain information about how your (planned) product
performs against the competition. To do this, a selected and representative group of
customers will compare your product with a product from the market leader (or also
with several competing products). The comparison is always focused on one of the
relevant aspects for the customer. In our example, the customer group would rate the
success of the new product's range of features compared to the range of features of
competing products.

A scale from 1 to 5 can also be used here. In this case, the value 3 would indicate a
similar implementation by both manufacturers, a lower value would represent a
worse assessment compared to the offer of the competition in the analyzed aspect,
while a higher value would indicate that your product is better received by potential
customers. These data are included in the corresponding table on the right hand side
of the quality house. For a better visualization, the points can be joined and thus
obtain a graph. If you're comparing your product to various competitors' offerings,
you can use different colors for clarity.
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hird question: how is your product positioned compared to the competition?
Step 4: define the characteristics of the product

Until now, our house of quality has reproduced the customer's perspective and
therefore involves the field of marketing. In the fourth step, on the other hand, the
contribution of engineers and industrial designers is sought. At this point we will ask
ourselves how the customer's demands can be materialized, that is, what steps must
be taken to create an attractive product. By way of example, here we have named
some features such as engine power, blade system, housing design and control
elements. This list is placed at the top of the house.
 F
ourth question: which product features are important?
Step 5: Determine the direction of optimization

In this step, technical knowledge is also required, since it is a question of determining

to what extent the current functions of the product must be adjusted to those desired
by the clientele. To do this, you have three icons:

 Up Arrow - The feature needs to be expanded to optimize it.

 Down arrow: The feature should be limited in order to optimize it.
 Circle: a target value is reached.

Continuing with our example, we would expand the blade systems to achieve a
greater range of functions. The engine power, however, has already reached the
target value, which is why it has been circled. We would have a downward arrow, for
example, if one of the customer's requirements was the acquisition of a particularly
cheaper product. This would indicate that costs should be reduced, ie the feature of
this feature should be limited.
 Fi
fth question: how should the features be adjusted to improve the product?
Step 6: Deduce Interrelationships

In the sixth step of the construction of the house of quality, the true matrix is filled, so
to speak, the body of the whole. At this point, it is taken into account how each of the
demands of the target audience is related to the characteristics of the product. For
the assessment of this relationship, four different values are used:

 If there is no connection at all, a value equal to 0 will be applied to it, or the

field is left blank.
 A weak relationship will get a value equal to 1.
 An intermediate relationship will be marked with a value equal to 5.
 A large ratio will get a value equal to 9.

Note
A logarithmic scale is used in this matrix, as opposed to the linear scale used
elsewhere in the house of quality. This is important for the final assessment.
In our example, we can say that the relationship between the blade system and the
range of functions is very high, which is why it receives a 9. On the contrary, other
links (for example, the range of functions and the design of the casing) are weak or
do not exist at all.
 Si
xth question: in what relationship are the demands and the functions?
Step 7: Analyze the correlation

Next, we will focus on the roof of the house of quality, that is, the triangular area that
is located on the matrix. Here the relationships between product characteristics are
represented. Therefore, we will ask ourselves: what relationship does one function of
the product have with any other? You will decide if the relationship is positive,
negative or neutral, if the features or functions complement, block or do not influence
each other. The relationship type can be represented by +, -, and 0.

A negative relationship would exist if, by implementing one feature, you negatively
influence the functionality of another. In our example, this is not the case. Instead,
our engineers determined that an enlarged casing design would bring more durability
and room for control elements.
 Q
uestion 7: How are the product features related to each other?
Step 8: Determine the importance of each factor

To determine the importance of each of the product characteristics, the values

determined in step 6 are multiplied with the valuation included in step 2, finally adding
all the values in a column. Having already determined the type of relationship of each
characteristic with the wishes of the customers, you now have an overview of the
meaning of each function. This will help you in the further development of the
product. The sum of each of the columns will be recorded in the bottom row and, in
this way, you will create the basis of your house of quality.

In practice, the usefulness of recording the absolute value on the one hand and the
relative value on the other has been demonstrated. To do this, write down the
percentage value by comparing the maximum possible value with the actual result.

Thus, in our example, for motor power we would multiply the value 5 by the valuation
5 (25). Next, we would multiply the value 5 by the valuation 3 (15). Finally, we would
add the two values to get the absolute value (40). Since the maximum value in our
example is 145, the values for the relative importance of engine power, blade
systems, housing design and control elements are derived from this, which are
presented in the following graph :
 Ei
ghth question: what is the importance of each of the characteristics?
Step 9: Competitor Analysis from the Engineer's Perspective

In the lower part of the house of quality (in the basement, if you will), you can place
an analysis of the competition from the perspective of the product developer. As in
step 3, your own products (and those that may only exist on paper) will be compared
with your competitors' products. However, at this point it is the engineers who
compare each of the product characteristics and assess their own benefits compared
to the competition. As in the case of the analysis from the customer's point of view,
points are awarded from 1 to 5 and are joined to form a graph.
 Q
uestion 9: How do the product features rank in comparison to the competition?
Step 10: Set Target Values

As the last step, you can start planning now. Enter concrete data as target values. In
our example, it can be said that the knife system must be expanded to 10 functions
to meet the demands.

T
enth and last question: what values must be achieved?
Other possibilities

Along with the steps presented, more information can be included in a house of
quality. Some teams attribute a degree of difficulty to each product feature. Thus, the
developers of the product decide how difficult it is to adjust the function or
appearance of the product. This information also offers an important focus for final
planning. Often, you can also find informative texts in the form of annotations and
legends that make it possible to understand the data in the future.

What use is the house of quality?

Using the house of quality offers several advantages at the same time. The first
positive factor already materializes with the creation of the set, which requires
employees from different departments to work together, certainly generating
(constructive) discussions. The approach of different departments will finally allow a
high quality product and sustainable success.

However, the house of quality also has advantages when fully developed, because
important information for planning and development can be obtained at a glance. In
this way, both the set of graphs and the matrix can be queried in the further course of
product development.