Quality

Function
Deployment
(QFD)

Outline
Introduction
QFD Team
Benefits Of QFD
Voice Of The Customer
House Of Quality
Building A House Of Quality
QFD Process
Summary

Introduction
Dr. Mizuno, Prof. Emeritus
Mitsubishi Heavy Industries
Kobe Shipyards, 1972

Toyota Minivans (1977 Base)

1979 - 20% Reduction In Start-Up Costs
1982 - 38%
1984 - 61%

Dr. Clausing, Xerox, 1984

Any Manufacturing Or Service Industry

QFD Team
Significant Amount Of Time
Communication

Two Types Of Teams

New Product
Improve Existing Product

Marketing, Design, Quality, Finance,

Production, Etc.

Benefits Of QFD
Customer Driven
Reduces Implementation Time
Promotes Teamwork
Provides Documentation

Customer Driven
Creates Focus On Customer Requirements
Uses Competitive Information Effectively
Prioritizes Resources
Identifies Items That Can Be Acted On
Structures Resident Experience/Information

Reduces Implementation Time

Decreases Midstream Design Change
Limits Post Introduction Problems
Avoids Future Development Redundancies
Identifies Future Application Opportunities
Surfaces Missing Assumptions

Promotes Teamwork
Based On Consensus
Creates Communication At Interfaces
Identifies Actions At Interfaces
Creates Global View-Out Of Details

Provides Documentation
Documents Rationale For Design
Is Easy To Assimilate
Adds Structure To The Information
Adapts To Changes (Living Document)
Provides Framework For Sensitivity
Analysis

Voice Of The Customer

Driving Force Behind QFD
Customer Dictates Attributes Of Product

Customer Satisfaction
Meeting Or Exceeding Customer Expectations
Customer Expectations Can Be Vague & General
In Nature
Customer Expectations Must Be Taken Literally,
Not Translated Into What The Organization Desires

Collecting Customer
Information
What Does Customer Really Want ?
What Are Customers Expectations ?
Are Customers Expectations Used
To Drive Design Process ?
What Can Design Team Do To
Achieve Customer Satisfaction?

Types Of Customer Information

Solicited, Measurable, Routine
Cus. & Market Surveys, Trade Trials

Unsolicited, Measurable, Routine

Customer Complaints, Lawsuits

Solicited, Subjective, Routine

Focus Groups

Solicited, Subjective, Haphazard

Trade & Cus. Visits, Indep. Consultants

Unsolicited, Subjective, Haphazard

Conventions, Vendors, Suppliers

House Of Quality
Interrelationship
between
Technical Descriptors

Relationship between
Requirements and
Descriptors

Prioritized Technical
Descriptors

Prioritized
Customer
Requirements

Customer
Requirements
(Voice of the
Customer)

Technical Descriptors
(Voice of the organization)

Building A House Of Quality

List Customer Requirements (Whats)
List Technical Descriptors (Hows)
Develop Relationship (Whats & Hows)
Develop Interrelationship (Hows)
Competitive Assessments
Prioritize Customer Requirements
Prioritize Technical Descriptors

QFD Matrix
Technical
Descriptors
Primary

Strong
Medium
Weak

Prioritized
Customer
Requirements

Secondary

Primary

Our
As
Bs

Technical Our
Competitive As
Assessment Bs
Degree of Technical Difficulty
Target Value
Absolute Weight and Percent
Relative Weight and Percent
Prioritized Technical
Descriptors

Customer
Competitive
Assessment

Strong Positive
Positive
Negative
Strong Negative

+9
+3
+1

Customer
Requirements

+9
+3
-3
-9

Secondary

Customer
Importance
Target Value
Scale-up Factor
Sales Point
Absolute Weight

Interrelationship between
Technical Descriptors
(correlation matrix)
HOWs vs. HOWs

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs

Customer Requirements
(WHATs)

Tertiary

Secondary

Primary

Customer Requirements (Whats)

Technical Descriptors
(HOWs)

Tertiary

Secondary

Primary

Technical Descriptors (Hows)

L - Shaped Diagram
Technical
Descriptors
Primary

Customer
Requirements

Secondary

Primary

Secondary

Relationship Matrix
Technical
Descriptors
Primary

Customer
Requirements

Secondary

Primary

Secondary

Relationship between
Customer
Requirements and
Technical Descriptors
WHATs vs. HOWs
+9
+3
+1

Strong
Medium
Weak

Correlation Matrix
Technical
Descriptors
Primary

Customer
Requirements

Secondary

Primary

Secondary

Interrelationship between Technical

Descriptors (correlation matrix)
HOWs vs. HOWs
+9
+3
-3
-9

Strong Positive
Positive
Negative
Strong Negative

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
+9
+3
+1

Strong
Medium
Weak

Ours

5
3
1
2
5
1
4
4

Customer
Competitive As
Assessment Bs

Customer
Requirements

Customer Competitive Assessment

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
+9
+3
+1

Strong
Medium
Weak

Technical Competitive Assessment

Customer
Requirements

5
3
1
2
5
1
4
4

Our
As
Bs

1 3 4 2 1 2 1 4

Customer
Competitive
Assessment

Our
Technical
Competitive As
Assessment Bs

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
+9
+3
+1

Strong
Medium
Weak

Prioritized Customer
Requirements
Importance Rating
Target Value
Scale-Up Factor
Sales Point
Absolute Weight & Percent
(Importance Rating)
(Scale-Up Factor)
(Sales Point)

Technical
Descriptors

Secondary

5
3
1
2
5
1
4
4

Customer
Requirements

7
3
9
10
2
4
8
1

5
1.2
3
1.5
1
2
3 1.5 1 15
5 1 1.5 3
1
2
1.5
4
1
4

Customer
Importance
Target Value
Scale-up Factor
Sales Point
Absolute Weight

1 3 4 21 2 1 4
Our
As
Bs

Technical Our
Competitive As
Assessment Bs

Customer
Competitive
Assessment

Primary

Secondary

Prioritized
Customer
Requirements

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs

Primary

+9
+3
+1

Strong
Medium
Weak

Prioritized Technical
Descriptors
Degree Of Difficulty
Target Value
Absolute Weight & Percent

n
a R c
j
ij i
i 1

R is Relationship Matrix
c is Customer Importance

Relative Weight & Percent

n
b R d
j
ij i
i 1

R is Relationship Matrix
c is Customer Absolute
Weights

+9
+3
+1

Secondary

1 3 4 21 2 1 4
Technical Our
Competitive As
Assessment Bs
Degree of Technical Difficulty 1 8 4 2 9 8 2 5
2 3 4 31 3 1 5
Target Value
Absolute Weight and Percent
90
133
Relative Weight and Percent
Prioritized Technical
Descriptors

5
3
1
2
5
1
4
4
Our
As
Bs

Primary

Strong Positive
Positive
Negative
Strong Negative

Customer
Requirements

+9
+3
-3
-9

Secondary

Customer
Competitive
Assessment

Interrelationship between
Technical Descriptors
(correlation matrix)
HOWs vs. HOWs

7
3
9
10
2
4
8
1

Strong
Medium
Weak

5
1.2
3
1.5
1
2
3 1.5 1 15
5 1 1.5 3
1
2
1.5
4
1
4

Prioritized
Customer
Requirements

Primary

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs

Customer
Importance
Target Value
Scale-up Factor
Sales Point
Absolute Weight

Technical
Descriptors

QFD Process
HOWs

HOW
MUCH

WHATs

WHATs

HOWs

HOW
MUCH

Phase I
Product Planning

Customer
Requirements

Design
Requirements

Phase II
Part Development

Design
Requirements

Part Quality
Characteristics

Phase III
Process Planning

Part Quality
Characteristics

Key Process
Operations

Phase IV
Production Planning

Key Process
Operations

Production
Requirements

Production Launch

QFD Summary
Orderly Way Of Obtaining Information & Presenting It
Shorter Product Development Cycle
Considerably Reduced Start-Up Costs
Fewer Engineering Changes
Reduced Chance Of Oversights During Design
Process
Environment Of Teamwork
Consensus Decisions
Preserves Everything In Writing