Quality

Function Deployment
(QFD)

Module 4
  What is QFD?
 Benefits of QFD
 QFD Methodology
 The Four Phases
 Product Planning
 Design Deployment
 Process Planning
 Production Planning
 Managing the QFD Process

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 Definition of Quality Function Deployment

• 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 ‘Voice Of

Customer’ gathering’.
•As QFD is the process of building capability to meet or exceed customer demands,
understanding the market, knowing the various customer segments. what each
customer segment wants, how important these benefits are, and how well different
providers of products address these benefits are some of the key precursors to a
successful QFD.

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 QFD
The 3 main goals in implementing QFD are:

1.Prioritize spoken and unspoken customer wants and needs.

2.Translate these needs into technical characteristics and
specifications.
3.Build and deliver a quality product or service by focusing
everybody toward customer satisfaction.

Quality Function Deployment - “Customer Driven

Product / Process Development”

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 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 Customers are our number one concern. Satisfied customers keep us in business.
Therefore, we must have an excellent understanding of their needs.
2 Proactive product development is better than reactive product development. QFD
can help a company move toward a more proactive approach.
3 Quality is a responsibility of everyone in the organization. QFD is a team
methodology which encourages a broader employee involvement and focus.
4 The QFD methodology helps an organization determine the most effective
applications for many engineering and analytical tools such as: Problem Solving,
FMEA and Statistical Process Control.

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Where does QFD fit?
• UNEXPECTED,
PLEASANT SURPRISES
• 3M CALLS THEM
Satisfied CUSTOMER DELIGHTS
Customer

Spoken
Measurable
Range of Fulfillment
Excitement
Needs
QFD
QFD focuses
focuses on
on
Performance
Performance
Don’t Have Included
Don’t Do Do Well
Needs
Needs and
and unmet
unmet
Basic
Basic Needs
Needs
Unspoken
Performance Taken For granted
Basic
Needs Spoken If Not Met

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

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 QFD Overview Customer Requirements

Converted to

Company Measures

Converted to

Part Characteristics (Design)

QFD:- systematic way for Converted to

developing products based
on the needs of the customer.
Manufacturing Process

Converted to

Production Requirements
(Day to Day Operations)

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 QFD Overview

Customer Requirements Write properly and clearly

Converted to
Converted
Company Measures
to
No of pens sold/Feedback

Converted to
Converted
to
Part Characteristics (Design) Pen Nib width/Material/Size of barrel

Converted to
Converted
to
Manufacturing Process Manufacture to expectation

Converted to
Converted
Production Requirements
to
Daily production – Quality control
(Day to Day Operations)

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 When should QFD be used?
1 Customers are complaining or aren’t satisfied
with your product or service.
2 Market share has been consistently
declining.
3 Extended development time due to excessive
redesign, problem solving, or fire fighting.
4 Lack of a true customer focus in your product
development process.
5 Poor communications between departments
or functions.
(Over-the -wall product development).
6 Lack of efficient and/or effective teamwork.
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1.Complex Product Development Initiatives
1.Communications Flow Down Difficult
2.Expectations Get Lost
2.New Product Initiatives / Inventions
1.Lack of Structure or Logic to the
Allocation of Development Resources.
3.Large Complex or Global Teams
1.Lack of Efficient And/or Effective
Processes
2.Teamwork Issues
4.Extended Product Development Times
1.Excessive Redesign
2.Changing Team
3.Problem Solving, or Fire Fighting.
 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 Customer’s Expectations ?
 Are Customer’s Expectations Used
To Drive Design Process ?
 What Can Design Team Do To
Achieve Customer Satisfaction?
Types Of Customer Information
1. Solicited, Measurable, Routine
 Cus. & Market Surveys, Trade Trials
2. Unsolicited, Measurable, Routine
 Customer Complaints, Lawsuits
3. Solicited, Subjective, Routine
 Focus Groups
4. Solicited, Subjective, Haphazard
 Trade & Cus. Visits, Indep. Consultants
5. Unsolicited, Subjective, Haphazard
 Conventions, Vendors, Suppliers
 House Of Quality

Interrelationship
between
Technical Descriptors

Technical Descriptors
(Voice of the organization)

Requirements
Requirements
(Voice of the

Prioritized
Customer)

Customer
Customer

Relationship between
Requirements and
Descriptors

Prioritized Technical
Descriptors
 Parts of House of Quality
1. Exterior walls – Customer requirements

2. Ceiling - Technical descriptors

3. Interior walls – Relationship b/w CR and TD

4. Foundation – Prioritized TD

5. Roof – Interrelationship b/w TD

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 Building A House Of Quality
1. List Customer Requirements (What’s)
2. List Technical Descriptors (How’s)
3. Develop Relationship (What’s & How’s)
4. Develop Interrelationship (How’s)
5. Competitive Assessments
6. Prioritize Customer Requirements
7. Prioritize Technical Descriptors
 DEVELOPMENT OF QFD

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Customer Requirements
(WHATs)
Primary

Secondary

Tertiary
1. Customer Requirements (What’s)
Technical Descriptors
(HOWs)
Primary

Secondary

Tertiary
2. Technical Descriptors (How’s)
3. L - Shaped Diagram
Technical
Descriptors
Primary

Secondary

Secondary
Primary
Requirements
Customer
 Relationship Matrix
Technical
Descriptors
Primary

Secondary Secondary
Primary

Relationship between
Customer
Requirements and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak
 2

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 4. Correlation Matrix
Interrelationship between Technical
Descriptors (correlation matrix)
HOWs vs. HOWs
Technical
Descriptors +9 Strong Positive
+3 Positive
Primary
-3 Negative
Secondary -9 Strong Negative
Secondary
Primary

Relationship between
Customer Requirements
and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak
5. a, Customer Competitive Assessment

5
3
Requirements

Relationship between
1
Customer

Customer Requirements
2
and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
+1 Weak

Ours
Competitive A’s
Assessment B’s
Customer
5. b, Technical Competitive Assessment

5
3
Requirements

Relationship between
1
Customer

Customer Requirements
2
and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
Technical Our 1 3 4 2 1 2 1 4
+1 Weak
Competitive A’s
Assessment B’s

Our
A’s
B’s
Assessment
Competitive
Customer
6. Prioritized Customer Requirements
 Importance Rating
 Target Value – Value for improvement
 Scale-Up Factor
 Sales Point
 Absolute Weight & Percent
 (Importance Rating)
 (Scale-Up Factor)
 (Sales Point)
 Technical
Descriptors
Primary Relationship between
Customer Requirements
Secondary and
Technical Descriptors
Secondary

WHATs vs. HOWs

Primary

+9 Strong
+3 Medium
5 7 5 1.2 +1 Weak
3 3 3 1.5

Requirements
Requirements

Prioritized
1 9 2

Customer
1
Customer

2 10 3 1.5 1 15
5 2 5 1 1.5 3
1 4 2 1
4 8 4 1.5
4 1 4 1
Technical Our 1 3 4 21 2 1 4
Competitive A’s
Our

Assessment
A’s
B’s

B’s

Absolute Weight
Scale-up Factor
Target Value
Assessment
Competitive

Sales Point
Importance
Customer

Customer
7. Prioritized Technical Descriptors

 Degree Of Difficulty
 Target Value
 Absolute Weight & Percent
n
a   R c R is Relationship Matrix
j ij i c is Customer Importance
i 1
 Relative Weight & Percent
n
b   R d R is Relationship Matrix
j ij i c is Customer Absolute
i 1 Weights
 Absolute Weight & Percent
 An easy method to determine the absolute weights
is to assign numerical values to symbols in the
relationship matrix.

 The relative weight for jth technical descriptor is

given by replacing the degree of importance for the
customer requirements with absolute weight for
customer requirements.

 Higher absolute and relative ratings idenify areas

where engineering efforts need to be concentrated.

Besterfield, Mech. Eng.

QFD Matrix Technical
Relationship between
Descriptors Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary
WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive
-3 Negative

Requirements
Requirements

Prioritized
Customer
-9 Strong Negative
Customer

Technical Our
Competitive A’s

Our
Assessment

A’s
B’s
B’s

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty

Target Value
Target Value

Assessment
Competitive

Sales Point
Importance
Customer

Customer
Absolute Weight and Percent
Relative Weight and Percent
Prioritized Technical
3
Descriptors

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 3

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 3

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 3

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 Relationship between
Technical
Descriptors Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary
WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive 5 7 5 1.2
-3 Negative 3 3 3 1.5

Requirements
Requirements

Prioritized
1 9 2

Customer
-9 Strong Negative 1
Customer

2 10 3 1.5 1 15
5 2 5 1 1.5 3
1 4 2 1
4 8 4 1.5
4 1 4 1
Technical Our 1 3 4 21 2 1 4
Competitive A’s

Our
Assessment

A’s
B’s
B’s

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty 1 8 4 2 9 8 2 5

Target Value
Target Value 2 3 4 31 3 1 5

Assessment
Competitive

Sales Point
Importance
Customer

Customer
Absolute Weight and Percent 90
Relative Weight and Percent 133
Prioritized Technical
Descriptors
 QFD Matrix for mobile phone

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 4

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 QFD Process
• House of quality matrix is the basis for all future
matrices needed for the QFD method.

• House of quality chart contains a large amount of

information, it is necessary to refine the technical
descriptors further until an actionable level of detail
is achieved.

• The process is accomplished by creating a new chart

in which, the HOWs( technical descriptors) of the
previous chart became WHATs (customer
requirements) of the new chart. 4

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 QFD Process

HOWs HOWs
WHATs

WHATs
HOW HOW
MUCH MUCH
 4

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 QFD- Four Phases

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 4

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 4

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 Phase I
Product Planning
Design
Requirements Requirements
Customer
 Phase II
Part Development
Part Quality
Characteristics
Requirements
Design
 Phase III
Process Planning

Key Process
Characteristics Operations
Part Quality
 Phase IV
Production Planning

Production
Requirements
Key Process
Operations

Production Launch
 QFD benefits
1. Orderly Way Of Obtaining Information & Presenting It
2. Shorter Product Development Cycle
3. Considerably Reduced Start-Up Costs
4. Fewer Engineering Changes
5. Reduced Chance Of Oversights During Design
Process
6. Environment Of Teamwork
7. Consensus Decisions
8. Preserves Everything In Writing