Integrated Systems Management

CT068-3-M-ISM

Quality Function Deployment

MSc in Information Technology Management

MSc in Technology Management
 Topic and Structure of Lesson

Quality Function Deployment

• Objectives
• The House of Quality
• Design Problems
• Building the House
• What do customers want?
• Delivering perceived need and competitive
advantage
• Changing the product
• Houses beyond
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 Learning Outcomes

By the end of this lecture, you should be

able to:
• Understand the need for quality function
deployment
• Appreciate the need for the House of
Quality and how the house can be built
• Appreciate the design problems and how
to resolve them
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 Quality Function Deployment - QFD

• QFD focuses and co-ordinates skills within an

organisation:
– first to design
– then to manufacture and market

goods that customers will want and will continue to

want
• QFD is a set of planning and communication
routines
• At the heart of QFD is “The House of Quality”
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 The House of Quality

• Originated in 1972 at Mitsubishi’s Kobe

Shipyard
• Toyota adopted and further developed
the technique
• Now used successful by Japanese
manufacturers of:
– consumer electronics
– home appliances
– clothing
– construction equipment
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 The House of Quality (contd.)

• Foundation is the belief that products should be

designed to reflect customer’s desires and tastes.

• Marketing, design and manufacturing must work

together from start of product conception.

• Conceptual map for planning and communications

across functions, accounting for different problems
and responsibilities.

• Provides focus for design priorities

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 Design Problems

• Customer definition of quality has many

dimensions
• Companies must learn from customers what
they want and reconcile this with what the
company can provide.
• Inter-functional teams; but:
» What do they talk about
» How does the team progress

House of Quality
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 Design Problems (contd.)

• Due to sophisticated marketing

techniques, we know what customers
want.

• Companies need to design and

produce the product in line with
customer requirements, right first time.

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 Startup and Reproduction Cost at
Toyota Auto Body

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 Changes Made – Japanese v’s US

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 Building the House

• What do customers want?

• Are all preferences equally important?
• Will delivering perceived needs yield a
competitive advantage?
• How can we change the product?
• How much do engineers influence
customer perceived qualities?
• How does one engineering change
affect other characteristics?

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 What do customers want?

• Customer Attributes (CA’s)

• CA’s generally left as customer said

• Interpretation by designers?

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 Customer attributes and bundles of CA’s
for a car door
Primary Secondary Tertiary

Easy to close from outside

Easy to open Stays open on a hill
and close door Easy to open from outside
Doesn't kick back
Easy to close from inside
easy to open from inside

Doesn't leak in the rain

Good operation No road noise
and use Doesn't leak in the car wash
Isolation
No wind noise
Doesn't drip water or snow when open
Doesn't rattle

Arm Rest

Clean

Good Appearance Interior Trim

Fit
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 Are all preferences equally important?

• Assign Weightings

• Based upon:
– Direct customer feedback
– Market survey results
– Revealed preference techniques

• Total = 100% of weightings

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 Relative importance weights of
customer attributes

BUNDLES CUSTOMER ATTRIBUTES RELATIVE

IMPORTANCE

Easy to Open and Easy to open from outside 7

Close Door Stays open on a hill 5

Isolation Doesn’t leak in rain 3

No road noise 2
_____________
A complete list totals 100%

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 Customer’s evaluation of competitive
products

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 Will delivering perceived need yield
competitive advantage?

• Need to know how company and

offerings are viewed by the consumer
with respect to competitors

• Perceptual map identifying strategic

positioning

• Natural link from product concept to

strategic vision
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Engineering characteristics tell us how
to change the product

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 How can we change the product?

• Engineering characteristics (EC’s)

• EC’s affect the CA’s

• Describe the product in measurable

terms

• Affect directly customer perceptions

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 Relationship matrix – Engineering
decisions v’s customer perceptions

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 How much do engineers influence
customer perceived qualities?

• Relationship Matrix

• Consensus based upon:

– Experience
– Customer Feedback
– Statistical Studies
– Controlled Experiments

• Objective measures with target values

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 Objective measures evaluate competitive
products

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 Roof matrix facilitates engineering
creativity

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 How does engineering change affect
other characteristics

• Balancing objectives

• Roof Matrix

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 House of Quality

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 The Houses Beyond

• Down the process

E.g. Close door energy

Door (Parts)

Manufacture (Process)

Production Plan
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 Linked Houses convey the customer’s
voices through to manufacturing

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 House of Quality - Summary

• Not simple
• Break down functional barriers
• Encourages teamwork
• Companies need to provide
environment/atmosphere for its’
introduction
• Product right first time
• Quicker “to market” cycle

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 Quick Review Question

None.

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 Follow-up Assignment

None.

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 Summary of Main Teaching Points

Quality Function Deployment

• Objectives
• The House of Quality
• Design Problems
• Building the House
• What do customers want?
• Delivering perceived need and competitive
advantage
• Changing the product
• Houses beyond
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 Next Lesson

Return Maps
• Introduction
• The basic elements
• New Metrics
– Break Even Time (BET)
– Time-to-Market (TM)
– Break-Even-After-Release (BEAR)
– Return Factor (RF)
• Effectiveness
• Examples

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 Question and Answer Session

Q&A

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