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Qfd Mehmet Salih Goceri

Aug 24, 2014

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QUALITY FUNCTION DEPLOYMENTMEHMET SALIH GOCERI FATIH UNIVERISTY Industrial Engineering

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A brief history of qfd

Due to tremendous growth after World War II, competition between corporations in Japan in the 1960s increased. corporations were professional in product production, therefore it was natural that engineers did the design for products. However, the products that came out could not fully satisfy customers needs.

As

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A brief history of qfd The

high economic growth after World War II led to changes with customers needs. frequent model changes were required, suppliers had to offer a wide range of product options for customers to choose.

Besides

Customer dissatisfaction reduced sales whilst wide ranges of product options increased cost. Both reduced profit and

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Quality Function Deployment

Then, Quality Function Deployment (QFD) is a technique introduced in Japan by Yoji Akao in 1966 and initially used extensively by ToyotaIn Japanese: its called Hinshitsu Kino Tenkai.

According to Akao (1990), QFD "is a method for developing a design quality aimed at satisfying the consumer and then translating the consumer's demand into design targets and major quality assurance points to be used throughout the production phase". It is a structured procedure used to translate the expressed or perceived needs of customers first into specific product or service design characteristics and features, and then into process and operational characteristics.

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Quality Function Deployment In

other words,

A

systematic method for transferring customer wants/needs/expectations into product and process characteristics

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Quality Function Deployment Provides a common basis for Integrated Product Development Simultaneous Engineering Concurrent Engineering

SO, What does exactly QFD do?

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1.

QFD deploys The Voice of the Customer throughout the organization. QFD uses planning matrices -- each called The House of Quality.

1.

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Advantage of Quality Function Deployment

Major advantages of QFD, the method can be partially or wholly applied, difficult calculation is not a must, and, it promotes teamwork and innovation.

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Strengths and Benefits of Quality Function Deployment

QFD seeks out both "spoken" and "unspoken" customer requirements and maximizes "positive" quality (such as ease of use, fun, luxury) that creates value.

Instead of conventional design processes that focus more on engineering capabilities and less on customer needs, QFD focuses all product development activities on customer needs.

QFD makes invisible requirements and strategic advantages visible. This allows a company to prioritize and deliver on them.

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Strengths and Benefits of Quality Function Deployment

Reduced time to market. Reduction in design changes. Decreased design and manufacturing costs. Improved quality. Increased customer satisfaction.

4/21/12 Usage of the Quality Function Deployment method Applications

To prioritize customer demands and customer needs, spoken and unspoken

Translating these needs into actions and designs such as technical characteristics and specifications

To build and deliver a quality product or service, by focusing various business functions toward achieving a common goal of customer satisfaction

QFD has been applied in many industries: aerospace, manufacturing, software, communication, IT, chemical and pharmaceutical, transportation, defense, government, R&D, food, and service industry.

4/21/12 Limitations and Disadvantages of Quality Function Deployment

As with other Japanese management techniques, some problems can occur when we apply QFD within the western business environment and culture. Customer perceptions are found by market surveys. If the survey is performed in a poor way, then the whole analysis may result in doing harm to the firm. The needs and wants of customers can change quickly. A comprehensive system and methodical thinking can make adapting to changed market needs more complex.

4/21/12 Assumptions of Quality Function Deployment.

The market survey results are accurate.

Customer needs can be documented and captured, and they remain stable during the whole process.

4/21/12 Four Important Points to Understand Before Implementation of QFD

1. No matter how well the design team thinks it understands the problem, it should employ the QFD method for all design areas. In the process the team will learn what it doesnt know about the problem. 2. The customers requirements must be translated into measurable design targets. You cant design a car door that is easy to open when you dont know the meaning of the word easy..

4/21/12 Four Important Points to Understand Before Implementation of QFD

3. The QFD method can be applied to the entire problem and/or any sub-problem. 4. It is important to worry about what needs to be designed and, only after this is fully understood, to worry about how the design will look and work.

4/21/12 What QFD can do is

Our cognitive capabilities generally lead us to try to assimilate the customers functional requirements (what is to be designed) in terms of form (how it will look). These images then become our favored designs and we get locked into them. The QFD procedure helps us to overcome this cognitive limitation

4/21/12 The Quality Function Deployment (QFD) Technique

1. Identifying the customer(s) 2. Determining customer requirements 3. Prioritizing the requirements 4. Competition benchmarking 5. Translating the customer requirements into measurable engineering requirements 6. Setting engineering targets for design

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The Objectives of QFD

Determine the voice of the customer.1. 1.

Examine the companys response to this voice.

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Benefits Of QFD Customer Reduces

Driven Teamwork

Implementation Time Documentation

Promotes Provides

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Customer Driven Creates

Focus On Customer Requirements Competitive Information Effectively

Uses

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Reduces Implementation Time Decreases

Midstream Design Change

Limits

Post Introduction Problems Future Development/changes

Avoids

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Promotes Teamwork

Creates

Communication for production and product

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Provides Documentation Documents

Rationale For Design

Is

Easy To Assimilate To Changes (Living Document)

Adapts

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Voice Of The Customer Driving

Force Behind QFD Satisfaction

Customer Dictates Attributes Of Product Or Exceeding Customer Expectations Expectations Can Be Vague & General In Nature Expectations Must Be Taken Literally, Not Translated Into What The Organization Desires

Customer Meeting

Customer Customer

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Collecting Customer Information What

Does Customer Really Want ?

What

Are Customers Expectations ? Customers Expectations Used To Drive Design Process ? Can Design Team Do To

Are

What

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QFD can be used to: Reduce

product development time by

50% Cut

start-up & engineering costs by 30% time to market # of design changes

Reduce Reduce

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continued Lower

rework

Reduce

facilitys maintenance/operation costs quality

Improve

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For example Toyota 1979 1982 1984

Minivans (1977 Base)- 20% Reduction In Start-Up Costs - 38% - 61%

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The Overall Goal Increase

customer satisfaction

=

Increase business success

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BEFORE AND AFTER QFD

BEFORE QFD

PLANNING

DESIGN

REDESIGN

MANUFACTURING

PLANNING

DESIGN

REDESIGN

MANUFACTURING

AFTER QFD

BENEFITSDevelopment time $$ Customer satisfaction

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Quality Function Deployment QFD work divides into four partsv market analysis to establish needs and expectations v examination of competitors abilities v identification of key factors for success v translation of key factors into product and process characteristics

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Quality Function Deployment Product planning wishes of customer transferred to product evaluation of competitor products identification of important properties

Product design choose best design to fulfill targets identify critical parts and components

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Quality Function Deployment Process critical

designparameters identified control/improvement methods set

process

Production design define

design

instructions for production

measurements, frequency and tools to be used

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The House of Quality

Two Myths About HOQs The House of Quality is the QFD.

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The House of Quality is the starting point for QFD studies and is always applicable.

Lets build the hoq

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House Of QualityCorrelati on Product Matrix Characteristics HOW Customer Requirements WHAT Relationship matrix Marketing Competitive assessment How Much Engineering Competitive Assessment

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building the hoq

Step 1: Prepare customer requirements list 2: Prioritize customer requirements list 3: Translate Requirements to quantifiable measures

Step Step

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