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Introduction to QFD

Apr 03, 2018

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    Introduction toQuality Function Deployment

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    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

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    Introduction to Quality Function Deployment

    What is QFD?

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    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 -

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    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.

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    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:

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    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?

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    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?

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    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

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    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.

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    Introduction to Quality Function Deployment

    BENEFITS OF QFD

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    Introduction to Quality Function Deployment

    Change Comparison

    Proactive

    Company

    ReactiveCompany

    Time - 14 Months90% Complete

    ProductionStart

    Fewer and Earlier Changes

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    Introduction to Quality Function Deployment

    Less Time in Development

    PRODUCT DEVELOPMENT CYCLE TIMEREDUCTION

    1/3 TO 1/2

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    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

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    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

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    Introduction to Quality Function Deployment

    Toyota EuropeanRust Warranty

    Fewer Field

    Problems

    BeforeQFD

    AfterQFD

    4 xProfit

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    Introduction to Quality Function Deployment

    SatisfiedCustomers

    Focus onCustomer Satisfaction

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    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.

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    Introduction to Quality Function Deployment

    QFD METHODOLOGY

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    Introduction to Quality Function Deployment

    House of QualityDOOR SYSTEM QFD

    PRODUCT PLANNING MATRIX

    I d Q l F D l

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    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

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    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

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    Introduction to Quality Function Deployment

    WHAT

    HOWHOW

    WHAT

    COMPLEXRELATIONSHIPS

    UNTANGLINGTHE WEB

    RELATIONSHIPS

    Introduction to Quality Function Deployment

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    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

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    Introduction to Quality Function Deployment

    WHAT

    HOW

    RELATIONSHIPS

    HOW MUCH

    How much is enough?

    Introduction to Quality Function Deployment

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    Introduction to Quality Function Deployment

    WHAT

    HOW

    RELATIONSHIPS

    HOW MUCH

    Correlation Matrix

    Strong Positive

    Positive

    Negative

    Strong Negative

    Introduction to Quality Function Deployment

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    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

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    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

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    Introduction to Quality Function Deployment

    The Four Phases of QFD

    Introduction to Quality Function Deployment

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    Q y p y

    HOW

    HOW

    WHAT

    WHAT

    HOW MUCH

    HOW MUCH

    RELATIONSHIPS

    RELATIONSHIPS

    Introduction to Quality Function Deployment

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    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

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    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

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    Managing the QFD Process

    Introduction to Quality Function Deployment

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    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

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    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

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    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

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    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