Introduction to Quality Function Deployment

Introduction to Quality Function Deployment

   

What is QFD? Benefits of QFD QFD Methodology The Four Phases
 Product Planning  Design Deployment

 Manufacturing Process Planning
 Production Planning

 Managing the QFD Process

Introduction to Quality Function Deployment

What is QFD?

“Customer Driven Product / Process Development” .Introduction to Quality Function Deployment QFD from the Japanese - HIN SHITSU KI NO TEN KAI Quality Features Attributes Qualities Function Mechanization Deployment Diffusion Development Evolution = QFD Quality Function Deployment .

and how well different providers of products address these benefits are some of the key precursors to a successful QFD.Introduction to Quality Function Deployment Definition of Quality Function Deployment : There is no single. what each customer segment wants. . knowing the various customer segments. how important these benefits are. this one captures its essential meaning: A system for translating customer requirements into appropriate company requirements at each stage from research and product development to engineering and manufacturing to marketing/sales and distribution Prerequisites to QFD are ‘Market Research’ and ‘VOC gathering’. These are prerequisites because it is impossible to consistently provide products / services which will attract customers unless you have a very good understanding of what they want. understanding the market. As QFD is the process of building capability to meet or exceed customer demands. right definition for QFD.

QFD can help a company move toward a more proactive approach. . Proactive product development is better than reactive product development. Quality is a responsibility of everyone in the organization. Therefore. we must have an excellent understanding of their needs. Satisfied customers keep us in business. The QFD methodology helps an organization determine the most effective applications for many engineering and analytical tools such as: Design of Experiments. Failure Analysis and Statistical Process Control.Introduction to Quality Function Deployment Why was QFD developed? QFD was developed in Japan in the late 1960s by Professors Yoji Akao and Shigeru Mizuno. The Professors aimed at developing a quality assurance method that would design customer satisfaction into a product before it was manufactured. Key Rationale: 1 2 3 4 Customers are our number one concern. QFD is a team methodology which encourages a broader employee involvement and focus. Prior quality control methods like Ishikawa were primarily aimed at fixing a problem during or after manufacturing.

PLEASANT SURPRISES • 3M CALLS THEM CUSTOMER DELIGHTS  Excitement Needs Don’t Have Don’t Do   Spoken Measurable Range of Fulfillment Included Do Well Unspoken Taken For granted Basic Spoken If Not Met QFD focuses on Performance Needs and unmet Basic Needs Performance Needs Basic Needs Dissatisfied Customer RECOGNIZE 1) The Impact of Needs on the Customer 2) That Customer Needs Change With Time 3) The impact of Communication of Customer Wants Throughout the Organization .Introduction to Quality Function Deployment Where does QFD fit? Satisfied Customer • UNEXPECTED.

Monitor .Cross Functional Teams • • • • • • • • Taguchi Methods FMEA‟s Fault Tree Analysis Cause-Effect Diagram Pareto Benchmarking Pugh Concept Selection Etc • SPC • Check Sheets .Introduction to Quality Function Deployment Where does QFD fit? Six Sigma / TQM Strategic Issues .Technical Tools .Customer Driven .Planning Tool .Proactive .Hold the “Gains” .Continuous Improvement .Cultural Change Quality Improvement Tools QFD .

Introduction to Quality Function Deployment QFD Overview Customer Requirements Converted to Company Measures Converted to Part Characteristics (Design) Converted to Manufacturing Process Converted to Production Requirements (Day to Day Operations) .

Lack of Efficient And/or Effective Processes 2.Excessive Redesign 2. or fire fighting.Teamwork Issues 4. problem solving. or Fire Fighting.Large Complex or Global Teams 1. 1.Changing Team 3. (Over-the -wall product development).New Product Initiatives / Inventions 1.Complex Product Development Initiatives 1. 5 Poor communications between departments or functions.Extended Product Development Times 1.Lack of Structure or Logic to the Allocation of Development Resources.Introduction to Quality Function Deployment When should QFD be used? 1 Customers are complaining or aren‟t satisfied with your product or service.Problem Solving. 3 Extended development time due to excessive redesign. .Communications Flow Down Difficult 2. 4 Lack of a true customer focus in your product development process.Expectations Get Lost 2. 2 Market share has been consistently declining. 6 Lack of efficient and/or effective teamwork. 3.

Introduction to Quality Function Deployment BENEFITS OF QFD .

Introduction to Quality Function Deployment Change Comparison Fewer and Earlier Changes Reactive Company Proactive Company Time .14 Months 90% Complete Production Start .

Introduction to Quality Function Deployment Less Time in Development PRODUCT DEVELOPMENT CYCLE TIME REDUCTION 1/3 TO 1/2 .

Introduction to Quality Function Deployment Fewer Start-Up Problems TOYOTA PRODUCTION START UP PROBLEMS Before QFD After QFD -5 -4 -3 -2 -1 0 1 2 3 4 5 6 Months Production Start .

Introduction to Quality Function Deployment Lower Start-Up Costs Toyota Production Start-Up Costs JAN 1977 INDEX = 100 PREPARATION (TRAINING) LOSS OCT 197 INDEX = 80 NOV 1982 INDEX =62 APRIL 1984 INDEX = 39 Production Start .

Introduction to Quality Function Deployment Fewer Field Problems 4x Profit Toyota European Rust Warranty Before QFD After QFD .

Introduction to Quality Function Deployment Satisfied Customers Focus on Customer Satisfaction .

lower cost. shorter timing and a substantial marketing advantage. .Introduction to Quality Function Deployment Competitive Advantages • Fewer and Earlier Changes • Shorter Development Time • Fewer Start-up Problems • Lower Start-up Cost • Warranty Reduction • Knowledge Transfer • Customer Satisfaction The bottom line of QFD is higher quality.

Introduction to Quality Function Deployment QFD METHODOLOGY .

Introduction to Quality Function Deployment House of Quality DOOR SYSTEM QFD PRODUCT PLANNING MATRIX .

Introduction to Quality Function Deployment KANO MODEL (Of Quality/Features) CUSTOMER SATISFACTION VERY SATISFIED EXCITEMENT • UNEXPECTED. PLEASANT SURPRISES • 3M CALLS THEM CUSTOMER DELIGHTS DID NOT DO AT ALL UNSPOKEN SPOKEN DEGREE OF AGREEMENT PERFORMANCE • ONE-DIMENSIONAL • MOST MARKET RESEARCH UNSPOKEN FULLY ACHIEVED BASIC • EXPECTED • TYPICAL OF „INVISIBLE‟ PRODUCTS TIME VERY DISSATISFIED .

.Introduction to Quality Function Deployment Voice of the customer WHAT Translating for action WHAT HOW The items contained in this list are usually very general. vague and difficult to implement directly . but is not directly actionable. One such item might be good ride which has a wide variety of meanings to different people. This is a highly desirable product feature.they require further detailed definition.

Introduction to Quality Function Deployment COMPLEX RELATIONSHIPS WHAT HOW WHAT UNTANGLING THE WEB HOW RELATIONSHIPS .

Introduction to Quality Function Deployment HOW „Process / Product‟ Kinds of Relationships WHAT Customer Wants (CTQs) STRONG relationship MEDIUM relationship WEAK relationship .

Introduction to Quality Function Deployment How much is enough? HOW WHAT RELATIONSHIPS HOW MUCH .

Introduction to Quality Function Deployment Correlation Matrix Strong Positive Positive Negative Strong Negative HOW WHAT RELATIONSHIPS HOW MUCH .

Introduction to Quality Function Deployment HOW = OUR COMPANY = COMPETITOR #1 = COMPETITOR #2 WHAT RELATIONSHIPS BAD 1 2 3 GOOD 4 5 CONFLICT! HOW MUCH GOOD COMPETITIVE ASSESSMENTS BAD 5 4 3 2 1 .

Introduction to Quality Function Deployment HOW =1 WHAT 5 3 2 1 =3 =9 5 2 4 2 RELATIONSHIPS IMPORTANCE RATINGS HOW MUCH 33 89 9 13 21 25 21 18 .

Introduction to Quality Function Deployment The Four Phases of QFD .

Introduction to Quality Function Deployment HOW WHAT  RELATIONSHIPS HOW  HOW MUCH WHAT  RELATIONSHIPS HOW MUCH .

Introduction to Quality Function Deployment Deploying the “Voice of the Customer” PHASE 1 PRODUCT PLANNING PHASE 11 DESIGN DEPLOYMENT PHASE 111 MANUFACTURING PROCESS PLANNING PHASE IV PRODUCTION PLANNING COMPANY MEASURES PART CHARACTERISTICS KEY PROCESS OPERATIONS PRODUCTION REQUIREMENTS NEW NEW NEW .

Introduction to Quality Function Deployment Deploying the “Voice of the Customer” WEATHER STRIP DOOR CLOSE EASILY ETC ETC CLOSING EFFORT @ 7 FT LBS COMP LOAD DEFL RPM EXTRUDER PHASE 1 PRODUCT PLANNING PHASE 11 DESIGN DEPLOYMENT PHASE 111 MANUFACTURING PROCESS PLANNING PHASE IV PRODUCTION PLANNING .

Introduction to Quality Function Deployment Managing the QFD Process .

Introduction to Quality Function Deployment Management Support of the Team • • • • Provide the time Demonstrate your commitment Push for progress.make sure you understand Set priorities if needed Help the team through the rough spots Keep asking the right questions . but not too hard Be realistic Timing • • • • • Spans a major portion of the product development process Identify key milestones Major projects will require 50-60 hours of meetings Meetings are used to coordinate activities and update charts Most of the work happens outside the meetings • • • • Review the charts .

Introduction to Quality Function Deployment What to look for • • Blank rows Unfulfilled customer wants Blank columns Unnecessary requirements Incomplete customer wants Rows or columns with only weak relationships Banking a lot on “maybe‟s” Unmeasurable “HOWs” Difficult to do what can‟t be measured Too many relationships More than 50% relationships make it hard to prioritise Opportunities to excel Negative correlations Try to eliminate Trade off if needed Conflicting competitive assessments • • • • • • • • Common Pitfalls QFD on everything Inadequate priorities • • • • Lack of teamwork Wrong participants Turf issues Lack of team skills Lack of support Too much “chart focus” Handling trade-offs Too much internal focus “Stuck on tradition” “Hurry up and get done” Failure to integrate QFD • • • .

Many of the entries look obvious . it probably isn‟t being done right! Focus on the end-user customer. . Charts are not the objective. • What trade-off decisions are needed? What can I do to help? Find reasons to succeed. Charts are the means of achieving the objective.after they are written down. How do we compare to our competition? What opportunities can we identify to gain a competitive edge? What further information do we need? How can we get it? How can we proceed with what we have? • • • • • • • • • • • • Points to Remember The process may look simple. not excuses for failure.Introduction to Quality Function Deployment Some “Right Questions” • • How was the voice of the customer determined? How were the design requirements (etc) determined? Challenge the usual in-house standards. If there aren‟t some “tough spots” the first time. but requires effort.

net/publishe.htm .mazur.Introduction to Quality Function Deployment THANK YOU! Have a look at some of the service industry applications of QFD: http://www.

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