Quality Function Deployment

Identify customer wants

Identify how the good/service will satisfy customer
wants
Relate customer wants to product hows
Identify relationships between the firms hows
Develop importance ratings
Evaluate competing products
Compare performance to desirable technical
attributes

QFD House of Quality

What the
customer
wants

Target values
Technical
evaluation

How to satisfy
customer wants

Relationship
matrix

Competitive
assessment

Customer
importance
ratings

Interrelationships

Weighted
rating

House of Quality Example

Your team has been charged with
designing a new camera for Great
Cameras, Inc.
The first action is
to construct a
House of Quality

House of Quality Example

Interrelationships

What the
Customer
Wants

Technical
Attributes and
Evaluation

What the
customer
wants

Lightweight
Easy to use
Reliable
Easy to hold steady
Color correction

Relationship
Matrix

Customer
importance
rating
(5 = highest)

3
4
5
2
1

Analysis of
Competitors

How to Satisfy
Customer Wants

House of Quality Example

Interrelationships

Relationship
Matrix

Ergonomic design

Paint pallet

Auto exposure

Auto focus

Technical
Attributes and
Evaluation

Aluminum components

Low electricity requirements

What the
Customer
Wants

Analysis of
Competitors

How to Satisfy
Customer Wants

How to Satisfy
Customer Wants

House of Quality Example

Interrelationships

What the
Customer
Wants

High relationship
Medium relationship
Low relationship
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

3
4
5
2
1

Relationship matrix

Relationship
Matrix

Technical
Attributes and
Evaluation

Analysis of
Competitors

How to Satisfy
Customer Wants

House of Quality Example

Interrelationships

What the
Customer
Wants

Relationship
Matrix

Ergonomic design

Paint pallet

Auto exposure

Auto focus

Aluminum components

Relationships
between the
things we can do

Low electricity requirements

Technical
Attributes and
Evaluation

Analysis of
Competitors

How to Satisfy
Customer Wants

House of Quality Example

Interrelationships

What the
Customer
Wants

Relationship
Matrix

Technical
Attributes and
Evaluation

Lightweight
3
Easy to use
4
Reliable
5
Easy to hold steady
2
Color corrections
1
Our importance ratings
Weighted
rating

22

27 27

32

25

Analysis of
Competitors

How to Satisfy
Customer Wants

Interrelationships

House of Quality Example

Relationship
Matrix

Company A

Technical
Attributes and
Evaluation

How well do
competing products
meet customer wants
Lightweight
3
Easy to use
4
Reliable
5
Easy to hold steady
2
Color corrections
1
Our importance ratings

Company B

What the
Customer
Wants

Analysis of
Competitors

How to Satisfy
Customer Wants

G
G
F
G
P
22

P
P
G
P
P

Interrelationships

House of Quality Example

2 circuits

2 to

75%

Target
values
(Technical
attributes)

0.5 A

Technical
Attributes and
Evaluation

Panel ranking

Relationship
Matrix

Failure 1 per 10,000

What the
Customer
Wants

Analysis of
Competitors

How to Satisfy
Customer Wants

Company A 0.7 60% yes 1

ok G

Technical Company B 0.6 50% yes 2

evaluation
Us
0.5 75% yes 2

ok F
ok G

Company B

Company A

Ergonomic design

Paint pallet

Auto exposure

Auto focus

Aluminum components

Lightweight

G P

Easy to use

G P

Reliable

F G

Easy to hold steady 2

G P

Color correction

Panel ranking

Failure 1 per 10,000

2 to

75%

Target values
(Technical
attributes)

2 circuits

Our importance ratings 22 9 27 27 32 25

0.5 A

Completed
House of
Quality

Low electricity requirements

House of Quality Example

Company A

0.7 60% yes

ok

Technical Company B
evaluation Us

0.6 50% yes

ok

0.5 75% yes

ok

House of Quality Sequence

Deploying resources through the
organization in response to
customer requirements

Customer
requirements

Design
characteristics

House
1

Design
characteristics

Specific
components

House
2

Specific
components

Production
process

House
3

Production
process

Quality
plan

House
4

Figure 5.4