Quality Function

Deployment
 Quality Function Deployment

• Introduction
• Imagine two engineers are working on two
different components of a car simultaneously .
The insulation and sealing engineer develops a
new seal that will keep out rain, even during a
blinding rainstorm.
• The ‘ handle, knob and levers’ engineer is
working on a simpler lever that will make the
roof easier to open
2
 Quality Function Deployment

• The new lever is tested and works well with

the old seal. Neither engineer is aware of the
activities of activities of other
• As it turns out the combination of heavier roof
(because of insulation)and lighter lever means
driver can no longer open the sunroof with
one hand….!!!!
• Hopefully this problem will be detected in
prototype testing
 Quality Function Deployment

• Otherwise cars already produced will have to

be reworked and cars already sold would have
to be recalled.
• Could these problems could have been
avoided .
• Even in design teams it is not sot sure that all
decisions will be coordinated
 Quality Function Deployment
– Voice of the customer
– Quality Function Deployment
– House of quality

QFD: An approach that integrates the “voice of the

customer” into the product and service development
process.
 Quality Function Deployment

• QFD is a series of of matrix diagrams ( also

called quality tables) that resemble connected
houses.
• The first matrix dubbed the house of quality
converts customer requirements into product
design characteristics
The House of Quality

Correlation
matrix
Design
requirements

Customer Relationship Competitive

require- matrix assessment
ments

Specifications
or
target values
8
 STEPS IN MAKING OF A QFD

9
Step Function
Enter the WHAT Customer VOC (Voice of the Customer) into the VOC
Prioritized Comments fields - Add rows as needed (Note: Check formula totals
1 to ensure added field weights are calculated for added fields)
Enter the Critical Customer Requirements (CCR's) on HOW the customer VOC
(WHAT) will be measured - Add columns as needed (Note: Check formula
2 totals to ensure added field weights are calculated for added fields)
Quantify the VOC requirements into a measurable CCR - enter values into the
3 process requirements field for each VOC captured
Complete the VOCPrioritization rating by using a 1-5 scale where 5 is the
highest and 1 is the lowest - enter values into the VOC Prioritization Rating
4 Fields - these ratings should come from the customer
Using the Importance Rating Legend where 9 = High Impact, 3 = Moderate
Impact, 1 = Low Impact and Blank = No Impact - rate each WHAT's (VOC)
5 impact with each How (CCR)
6 Target values can be entered for each CCR (For example SLA's or CCR goals)
The correlation matrix can be used to identify CCR relationships that can for
7 example, strongly or negatively impacts customer requirements
The competitor comparison can be used to determine how your current
8 10 product/services compare in your customers perspective to other competitors
 House of Quality Example
Correlation:
X Strong positive
Positive
X X
X Negative
X X
* Strong negative

Water resistance
Accoust. Trans.
Energy needed

Energy needed
Engineering

Check force on
Competitive evaluation

to close door

to open door
resistance
Door seal
Characteristics

level ground
X = Us

Window
A = Comp. A
B = Comp. B
Customer (5 is best)
Requirements 1 2 3 4 5

X AB
Easy to close 7
Stays open on a hill X AB
5
Easy to open 3 XAB

A XB
Doesn’t leak in rain 3
No road noise 2 X A B

Importance weighting 63 105 45 27 6 27 Relationships:

Strong = 9
level to 7.5 ft/lb
Reduce energy

Reduce energy
Reduce force
Medium = 3
current level

current level
current level
to 7.5 ft/lb.
Target values
Maintain

Maintain
Maintain
Small = 1
to 9 lb.

5 BA BA
B B
4 X B BXA X
Technical evaluation A A X
3
(5 is best) 2 X A
X
1
 Quality Function Deployment

• In comparison with traditional design

approaches, QFD forces management to
spend more time defining the new product
changes and examining the ramifications of
those changes
• More time spemnt early in design means less
time is required later to revise the design and
make it work
 Quality Function Deployment

• In summary QFD is a communications and

planning tool that
– promotes better understanding of customer
demands
– Promotes better understanding of design
interactions,
– involves manufacturing in design process
– Provides documentation of design process
 The Kano Model

Kano Model
Customer Satisfaction

Excitement
Expected
Must Have

Customer Needs
THANK YOU