Quality Function Deployment - …singhose.marc.gatech.edu/courses/me2110 Fall08/Lectures/QFD... · © GIT 2007 3 Quality Function Deployment (QFD) (Planning Tool) Where can I sell

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ME 2110 - Creative Decisions & Design

Quality Function Deployment

Lecture 4 v.1

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Phases of Design (Product Lifecycle)

1) Customer Requirements-Understand the Problem

2) Specification Development-Engineering Requirements

3) Conceptual Design4) Detail Design5) Specification of Production6) Manufacture7) Recycle

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Quality Function Deployment (QFD)(Planning Tool)

Where can I sell it?

How can I sell it?

Why will people buy it?

Why is it important?

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QFD HistoryThe article that started it allHarvard Business ReviewDeveloped from a study in the Kobe shipyards

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Needs of Shipyard Customers?

Reliable ScheduleStorage Space for CargoEasy Access for TrucksSkilled, Reliable LaborFast Crane...

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Quality Function Deployment (QFD)

QFD is a planning tool– translates customer needs

into appropriate product development requirements

– identifies the significant items on which to focus time, product improvement efforts, and other resources

QFD is not– a quality control strategy

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QFDQFD enables

– identification of important issues and items– identification of trade-offs

Can be an aid to achieving goals of– Quality– Cost– Timeliness

QFD is customer-driven product development

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Change ComparisonChanges = $ (Time)

Earlier Changes = Less $ Spent (Effective Time Usage)

“Good”Company

“Bad”Company

Des

ign

Cha

nges

in P

rogr

ess

Start Design -6 Months Start Production

Start Design -15 min Start Cleaning Up

MessYOU

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Basic Business Transaction

Customer–Wants–Needs–Desires

Supplier (products or services)–Features–Advantages–Benefits

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Marketing

Mismatch −> Supplier must rely on marketing– adjust price– increase sales commissions– carry inventory– advertise– public relations

Supplier SupplierCustomer Customer

QFD

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House of Quality

(A Main Tool of QFD)

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House of QualityDesign

Requirements

CustomerRequirements

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House of Quality

Example: car doorCustomer requirements - WhatsDesign requirements -Hows

CustomerRequirements

DesignRequirements

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House of Quality

Relationship matrix– relates Whats to Hows– Blank row

no How for Whatengineer doesn’t care

– Blank columnno What for Howcustomer doesn’t care

Importance of What– to customer– Example: Appearance

Not important for fuel pumpImportant for car body

DesignRequirements

CustomerRequirements

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MatricesRelationships

– Whats to Hows– Strong - 9– Medium - 3– Weak - 1– Blank - No – 0

Correlation matrix– Hows to Hows– Positive and negative

Not always intuitive

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Competitive Analyses

Example: – Truck A was perceived

as slower than Truck B.

– Technically, this was not true; why was it so perceived?

– Truck Awas quieterwas sturdier / stifferlagged before it took off

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Example House of Quality: A Cup of Coffee

What– Hot– Taste– Smell– Stimulating– Color– Grounds– Not poisonous – Cost

How– Serving temperature (Hot)– Taste jury (Taste)– Smell jury (Smell)– Measure caffeine level

(Stimulating)– Color standard (Color)– Filter & weigh (Grounds)– Measure LD 50 (Limit poison)– Price ($)

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Cup of Coffee -House of Quality

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Cup of Coffee -House of Quality

8* 9+ 6*3+ 9*9 +10 =181

The 181 from column 1 comes from:

181 132 54 99 18 108 90 682+ + + + + + =

The sum of the Absolute Importance row is:

181682

= 0.27

The 0.27 in column 1 of the Relative Importance row comes from:

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Expectations are Important

Standards are:– Set– Change (Starbucks)

Examples:– Sun visor mirrors– Cargo net– Double cups for hot coffee; cardboard bands

Benchmarking is important– Compare to your competition– What if you have no competition?

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General House of Quality

What (Market / Need)How (Manufacture)RelationshipsConflicts– Customer– Producer

Competition

DesignRequirements

CustomerRequirements

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Analyzing and Diagnosing the Problem

Blank rowsBlank columnsConflicts in the customer vs. technical (engineering) surveyCommunication opportunitiesSales PointsResolve Negative CorrelationsFinal Targets CorrectWhat design requirements to be deployed to Phase II (Parts Deployment)?

Look for:

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4 Phases of QFD (Car Door Example)

Product planning– Close door easily– Close fit

Part deployment– Weather strip– Latch

Process planning (Weather strip)

– Extrude

Production planning– Temperature– Pressure– Speed

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Review: QFD Steps

What (1)How (2)How Much (3)Relationship Matrix (4)Correlation Matrix (5)Competitive AnalysisAnalyzeDeploy

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RememberQFD–is a planning tool–is one of many planning

toolsCharts–are the means–are not the ends

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