QFD

Quality Function Deployment

(QFD)

Nur Asilah binti MastukiB050910150

Supervisor:Mr Hasoloan Haery IP

QFD

HoQVoC

CONTENTS

PART A (QFD)1. HISTORY OF QFD2. DEFINITION OF QFD3. TYPES OF QUALITY4. QFD PHASES5. BENEFITS QFD

CONTENTS

PART B (HoQ)1. HOUSE OF QUALITY (HOQ): AS A TECHNIQUE

OF PRODUCT PLANNING

PART C ( VoC)1. BRIEFING ON VOICE OF CUSTOMER

HISTORY OF QFD

• Quality Function Deployment (QFD) was developed in Japan in the late 1960s by Professors Shigeru Mizuno and Yoji Akao.

• during an era when Japanese industries broke from their post-World War II mode of product development through imitation and copying and moved to product development based on originality.

HISTORY OF QFD (cont.)

• QFD was brought to the U.S in the mid 1983 by Furukawa, Kogure, and Akao during seminar to 80 quality assurance manager from prominent U.S companies.

• Then, after QFD was introduce to United State, many company and efforts to expend the research and various activities that currently carried out for advancement such as International Symposium on Quality Function Deployment (ISQFD).

HISTORY OF QFD (cont.)

Figure 1: QFD’s effect on product development lead time (John, J. 2001:82)

DEFINITION OF QFD

• QFD is a cross-functional planning tool which is used to ensure that the voice of the customer is deployed throughout the product planning and design stages.

• used to encourage breakthrough thinking of new concepts and technology.

• Its use facilitates the process of concurrent engineering and encourages teamwork to work towards a common goal of ensuring customer satisfaction.

DEFINITION OF QFD (cont.)

• Quality also said as perceptual, conditional and subjective attribute that defining differently by different people.

• The definition given by the ISO/IEC 8402 standard is "The totality of features and characteristics of a product or a service that bear on its ability to satisfy stated or implied needs".

TYPES OF QUALITY

Types of Quality

Quality of Design

Quality of Conforma

nce

Quality of Performan

ce

Quality Dimension

s

TYPES OF QUALITY (cont.)

Quality of Design •focuses on determining the quality characteristics of product or services that are suited to the need of a market, at given cost.

Quality of Conformance •a firm and its suppliers can produce product and service with predictable degree of uniformity and dependability, at a cost that is in keeping with the quality characteristics determined in a quality of design study.

Quality of Performance •focus on determining how the quality characteristic determined in quality of design studies, improved and innovated in quality of conformance studies to performing in the market place.

Quality Dimensions •Garvin defines eight dimension of quality or quality characteristic which the customer looks for in a product :

TYPES OF QUALITY (cont.)

• The dimension of quality

Dimension Meaning and Example

Performance Primary product characteristic, such as brightness of the picture

Features Secondary characteristic feature such as remote control

Conformance Meeting specification or industry standard, workmanship

Reliability Consistency of performance over time, average time for the unit to fail

Durability Useful life, includes repair

Service Resolution of problems and complaints, ease of repair

Response Human to human interface, such as exterior finish

Reputation Past performance and other intangibles, such as being ranked first

QFD PHASES

QFD PHASES (cont.)1. Product Planning: This phase begins with customer requirements. A set of design

requirements is determined, which, if deployed, will result in achieving more customer requirements.

2. Product Development: It involves design/redesign and fabrication of new or

modified product and then testing it to find its usefulness. Product development is essential in order to meet changing consumer needs, maintain sales position and profit margin, and increase the quality of products. The various steps involved in developing a product are given below:

a. Get new ideasb. Evaluate ideas technicallyc. Ideas from market’s point of viewd. Take the final decisione. Get into productionf. Introduce product into the market

QFD PHASES (cont.)3. Process Planning: Process planning is the systematic determination of

the methods by which a product is to be manufactured economically and competitively. Process planning requires:

1. quantity of work to be done2. availability of equipments, tools and personnel

3. sequence in which operations will be performed4. standard time of each operation5. when the operations will be performed.

4. Production Planning: Finally, production requirements are determined from the operation of the key process. This phase ends with prototyping and production launch.

QFD PHASES (cont.)3. Process Planning: Process planning is the systematic determination of

the methods by which a product is to be manufactured economically and competitively. Process planning requires:

1. quantity of work to be done2. availability of equipments, tools and personnel

3. sequence in which operations will be performed4. standard time of each operation5. when the operations will be performed.

4. Production Planning: Finally, production requirements are determined from the operation of the key process. This phase ends with prototyping and production launch.

BENEFITS OF QFDCustomer Driven Creates focus customer requirement.

Uses competitive information effectively.

Prioritizes resources.

Identifies items that can be acted upon.

Structures resident experience/information.

Reduces Implementation

Time

Decreases midstream design change.

Limits post-introduction problems.

Avoids future development redundancies.

Identifies future application opportunities.

Surface missing assumptions.

BENEFITS OF QFD (cont.)Promotes Teamwork Consensus based.

Creates communication at interfaces

Identifies action at interfaces.

Creates global view out of detail.

Provides Documentation Documents rationale for design

Is easy to assimilate.

Adds structure to the information

Adapts to changes, a living Document

Provides framework for sensitivity analysis.

HOUSE OF QUALITY (HoQ)

• translates the voice of the customers into design requirements that meet specific target values and matches those against how an organization will meet those requirements.

• It is a collection of six interrelated matrixes clustered in such a way that essentially gives the shape of a house having boundaries, pavements, ceiling, and roof as shown in Figure 2

HOUSE OF QUALITY (cont.)

HOUSE OF QUALITY (cont.)

The Customer Attributes: The left exterior walls of the house represents customer requirements determined by the market research are essentially the VoC.

The Technical Descriptors: The ceiling or second floor of the house contains the technical descriptors describing how the product or service may achieve its demanded performance. It presents the voice of the designer in general term that may not be the goalspecific (ultimate) solution.

Relationships: The interior walls of the house are the relationships

between customer attributes and technical descriptors indicating the degree of relationship between them.

HOUSE OF QUALITY (cont.)Technical Matrix: The foundation of the house is the prioritized technical

descriptors based on the relationships between customer attributes and technical descriptors. The listed items of this technical matrix are the technical benchmarking, degree of technical difficulty, and target values.

Technical Correlations: The roof of the house is the technical correlations

representing the interrelationship among technical descriptors. This correlation is important to show at what extent the technical descriptors may be mutually supported and contradictory.

Planning Matrix: On the right side are the prioritized customer requirements or planning matrix providing quantitative market data for each of the customer attributes based on user research, competitive analysis or team assessment.

VOICE OF CUSTOMER

• The "Voice of the Customer" is a process used to capture the requirements or feedback from the customer (internal or external) to provide them with best-in-class service or product quality.

VOICE OF CUSTOMER (cont.)

The VOC is critical for an organization to:• Decide what products and services to offer • Identify critical features and specifications for

those products and services • Decide where to focus improvement efforts • Obtain a baseline measure of customer

satisfaction against which improvement will be measured

• Identify key drivers of customer satisfaction

CONCLUSION

• QFD in 50 words :“Quality function deployment provides anarchitecture that can effectively positionand combine design for excellence anddesign for Six Sigma”.

Any Questions?