7/28/2019 Introduction to QFD
1/37
Introduction toQuality Function Deployment
7/28/2019 Introduction to QFD
2/37
Introduction to Quality Function Deployment
What is QFD?
Benefits of QFD
QFD Methodology
The Four Phases
Product Planning
Design Deployment
Manufacturing Process Planning
Production Planning
Managing the QFD Process
7/28/2019 Introduction to QFD
3/37
Introduction to Quality Function Deployment
What is QFD?
7/28/2019 Introduction to QFD
4/37
Introduction to Quality Function Deployment
= QFDHIN SHITSU
QualityFeatures
AttributesQualities
KI NO TEN KAI
DeploymentDiffusion
DevelopmentEvolution
Function
Mechanization
Quality Function Deployment - Customer DrivenProduct / Process Development
QFD from the Japanese -
7/28/2019 Introduction to QFD
5/37
Introduction to Quality Function Deployment
There is no single, right definition for QFD; this one captures itsessential meaning:
A system for translating customer requirements into appropriatecompany requirements at each stage from research and productdevelopment to engineering and manufacturing to marketing/salesand distribution
Definition of Quality Function Deployment :
Prerequisites to QFD are Market Research and VOC 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. These are prerequisites because it is impossible to consistently
provide products / services which will attract customers unless you have a very good understanding of
what they want.
7/28/2019 Introduction to QFD
6/37
Introduction to Quality Function Deployment
Why was QFD developed?
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: Design of Experiments, Failure Analysis and
Statistical Process Control.
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. Prior quality control methods like Ishikawa were primarily aimed at fixing a
problem during or after manufacturing.
Key Rationale:
7/28/2019 Introduction to QFD
7/37
Introduction to Quality Function Deployment
Excitement
Needs
Performance
Needs
Basic
Needs
Satisfied
Customer
Dissatisfied
Customer
Dont Have
Dont Do
Included
Do Well
Excitement
Needs
Performance
Needs
Basic
Needs
Satisfied
Customer
Dissatisfied
Customer
Dont Have
Dont Do
Included
Do Well
UNEXPECTED,
PLEASANT SURPRISES
3M CALLS THEM
CUSTOMER DELIGHTS
Spoken
Measurable
Range of Fulfillment
Unspoken
Taken For granted
Basic
Spoken If Not Met
QFD focuses on
Performance Needs
and unmet Basic
Needs
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
Where does QFD fit?
7/28/2019 Introduction to QFD
8/37
Introduction to Quality Function Deployment
Strategic Issues - Technical Tools - Cultural ChangeSix Sigma / TQM
Quality Improvement Tools
QFD
- Planning Tool
- Customer Driven
- Proactive
- Cross Functional Teams
Taguchi Methods FMEAs Fault Tree Analysis Cause-Effect Diagram Pareto Benchmarking
Pugh Concept Selection Etc
SPC
Check Sheets
- Monitor
- Continuous Improvement- Hold the Gains
Where does QFD fit?
7/28/2019 Introduction to QFD
9/37
Introduction to Quality Function Deployment
Customer Requirements
Company Measures
Part Characteristics (Design)
Manufacturing Process
Production Requirements(Day to Day Operations)
QFD Overview
Converted to
Converted to
Converted to
Converted to
7/28/2019 Introduction to QFD
10/37
Introduction to Quality Function Deployment
When should QFD be used?
1 Customers are complaining or arent satisfiedwith 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 productdevelopment process.
5 Poor communications between departments or
functions.
(Over-the -wall product development).
6 Lack of efficient and/or effective teamwork.
1.Complex Product Development Initiatives1.Communications Flow Down Difficult
2.Expectations Get Lost
2.New Product Initiatives / Inventions
1.Lack of Structure or Logic to the Allocation ofDevelopment Resources.
3.Large Complex or Global Teams1.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.
7/28/2019 Introduction to QFD
11/37
Introduction to Quality Function Deployment
BENEFITS OF QFD
7/28/2019 Introduction to QFD
12/37
Introduction to Quality Function Deployment
Change Comparison
Proactive
Company
ReactiveCompany
Time - 14 Months90% Complete
ProductionStart
Fewer and Earlier Changes
7/28/2019 Introduction to QFD
13/37
Introduction to Quality Function Deployment
Less Time in Development
PRODUCT DEVELOPMENT CYCLE TIMEREDUCTION
1/3 TO 1/2
7/28/2019 Introduction to QFD
14/37
Introduction to Quality Function Deployment
Fewer Start-Up Problems
-5 -4 -3 -2 -1 0 1 2 3 4 5 6
Before QFD
After QFD
ProductionStart
Months
TOYOTA PRODUCTION
START UP PROBLEMS
7/28/2019 Introduction to QFD
15/37
Introduction to Quality Function Deployment
Lower Start-Up CostsToyota Production Start-Up Costs
JAN 1977INDEX = 100
OCT 197INDEX = 80
NOV 1982INDEX =62
APRIL 1984INDEX = 39
LOSSPREPARATION(TRAINING)
Production Start
7/28/2019 Introduction to QFD
16/37
Introduction to Quality Function Deployment
Toyota EuropeanRust Warranty
Fewer Field
Problems
BeforeQFD
AfterQFD
4 xProfit
7/28/2019 Introduction to QFD
17/37
Introduction to Quality Function Deployment
SatisfiedCustomers
Focus onCustomer Satisfaction
7/28/2019 Introduction to QFD
18/37
Introduction to Quality Function Deployment
Competitive Advantages
Fewer and Earlier Changes
Shorter Development Time
Fewer Start-up Problems
Lower Start-up Cost Warranty Reduction
Knowledge Transfer
Customer Satisfaction
The bottom line of QFD is higher quality, lower cost, shorter
timing and a substantial marketing advantage.
7/28/2019 Introduction to QFD
19/37
Introduction to Quality Function Deployment
QFD METHODOLOGY
7/28/2019 Introduction to QFD
20/37
Introduction to Quality Function Deployment
House of QualityDOOR SYSTEM QFD
PRODUCT PLANNING MATRIX
I d Q l F D l
7/28/2019 Introduction to QFD
21/37
Introduction to Quality Function Deployment
KANO MODEL(Of Quality/Features)
PERFORMANCE
EXCITEMENT
BASIC
CUSTOMERSATISFACTION
VERY SATISFIED
VERY DISSATISFIED
EXPECTED TYPICAL OF
INVISIBLE PRODUCTS
ONE-DIMENSIONAL MOST MARKET
RESEARCH
UNEXPECTED, PLEASANTSURPRISES
3M CALLS THEM CUSTOMERDELIGHTS
UNSPOKEN
DEGREE OFAGREEMENT
DID NOTDO AT ALL SPOKEN
FULLY ACHIEVED
TIME
UNSPOKEN
I d i Q li F i D l
7/28/2019 Introduction to QFD
22/37
Introduction to Quality Function Deployment
Voice of
the customer
Translating
for action
The items contained in this list areusually very general, vague anddifficult to implement directly - they
require further detailed definition.One such item might begood ridewhich has a wide variety of meaningsto different people.
This is a highly desirable productfeature, but is not directly actionable.
WHAT WHAT HOW
I t d ti t Q lit F ti D l t
7/28/2019 Introduction to QFD
23/37
Introduction to Quality Function Deployment
WHAT
HOWHOW
WHAT
COMPLEXRELATIONSHIPS
UNTANGLINGTHE WEB
RELATIONSHIPS
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
24/37
Introduction to Quality Function Deployment
WHAT
HOW Kinds ofRelationships
STRONG relationship
MEDIUM relationship
WEAK relationship
Customer Wants (CTQs)
Process / Product
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
25/37
Introduction to Quality Function Deployment
WHAT
HOW
RELATIONSHIPS
HOW MUCH
How much is enough?
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
26/37
Introduction to Quality Function Deployment
WHAT
HOW
RELATIONSHIPS
HOW MUCH
Correlation Matrix
Strong Positive
Positive
Negative
Strong Negative
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
27/37
Introduction to Quality Function Deployment
WHAT
HOW
HOW MUCH
RELATIONSHIPS
CONFLICT!
1 2 3 4 5
= OUR COMPANY= COMPETITOR #1= COMPETITOR #2
BAD GOOD
54321BAD
GOOD
COMPETITIVE ASSESSMENTS
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
28/37
Introduction to Quality Function Deployment
IMPORTANCE RATINGS
RELATIONSHIPS
HOW
WHAT
HOW MUCH
5
3
2
1
5
2
4
2
33 89 9 13 21 25 21 18
= 1
= 3
= 9
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
29/37
Introduction to Quality Function Deployment
The Four Phases of QFD
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
30/37
Q y p y
HOW
HOW
WHAT
WHAT
HOW MUCH
HOW MUCH
RELATIONSHIPS
RELATIONSHIPS
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
31/37
y p y
Deploying the Voice of the Customer
PHASE 1 PHASE 11 PHASE 111 PHASE IVPRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING
COMPANY
MEASURES
NEW NEW NEW
PART
CHARACTERISTICS
KEY PROCESS
OPERATIONS
PRODUCTION
REQUIREMENTS
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
32/37
y p y
Deploying the Voice of the Customer
PHASE 1 PHASE 11 PHASE 111 PHASE IV
PRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING
DOOR CLOSEEASILY
ETC
ETC
CLOSINGEFFORT @
7 FT LBS
COMP LOAD
DEFL RPMEXTRUDER
WEATHERSTRIP
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
33/37
Managing the QFD Process
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
34/37
Provide the time Demonstrate your commitment
Push for progress, but not too hard
Be realistic
Review the charts - make sure you
understand Set priorities if needed
Help the team through the rough
spots
Keep asking the right questions
Spans a major portion of the productdevelopment process
Identify key milestones
Major projects will require 50-60 hours
of meetings
Meetings are used to coordinate
activities and update charts
Most of the work happens outside the
meetings
Management Support of the Team Timing
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
35/37
Common Pitfalls
Blank rowsUnfulfilled customer wants
Blank columnsUnnecessary requirementsIncomplete customer wants
Rows or columns with only weak relationshipsBanking a lot on maybes
Unmeasurable HOWsDifficult to do what cant be measured
Too many relationshipsMore than 50% relationships make it hard to
prioritise
Opportunities to excel
Negative correlationsTry to eliminateTrade off if needed
Conflicting competitive assessments
QFD on everything
Inadequate priorities
Lack of teamworkWrong participantsTurf issuesLack of team skillsLack of support
Too much chart focus
Handling trade-offs
Too much internal focus
Stuck on tradition
Hurry up and get done
Failure to integrate QFD
What to look for
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
36/37
How was the voice of the customer
determined?
How were the design requirements (etc)
determined? Challenge the usual in-house
standards.
How do we compare to our competition?
What opportunities can we identify to gaina competitive edge?
What further information do we need?
How can we get it?
How can we proceed with what we have?
What trade-off decisions are needed?
What can I do to help?
The process may look simple, but requires
effort.
Many of the entries look obvious - after
they are written down.
If there arent some tough spots the first
time, it probably isnt being done right!
Focus on the end-user customer.
Charts are not the objective.
Charts are the means of achieving the
objective.
Find reasons to succeed, not excuses forfailure.
Some Right Questions Points to Remember
Introduction to Quality Function Deployment
7/28/2019 Introduction to QFD
37/37
THANK YOU!
Have a look at some of the service industry applications of QFD: http://www.mazur.net/publishe.htm
http://www.mazur.net/publishe.htmhttp://www.mazur.net/publishe.htm