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To design a product well, a design teams needs to know what it is Technique useful for:
they are designing, and what the end-users will expect from it.
New
Quality Function Deployment is a systematic approach to design Derivative First of a kind
Market
integration of corporate functional groups. It consists in
Established
Me too with
translating customer desires (for example, the ease of writing for a twist Next generation
QFD uses some principles from Concurrent Engineering in that cross-functional teams are
involved in all phases of product development. Each of the four phases in a QFD process uses a
matrix to translate customer requirements from initial planning stages through production control
(Becker Associates Inc, 2000).
Each phase, or matrix, represents a more specific aspect of the product's requirements.
Relationships between elements are evaluated for each phase. Only the most important aspects
from each phase are deployed into the next matrix.
Phase 1, Product Planning: Building the House of Quality. Led by the marketing
department, Phase 1, or product planning, is also called The House of Quality.
Many organizations only get through this phase of a QFD process. Phase 1
documents customer requirements, warranty data, competitive opportunities,
product measurements, competing product measures, and the technical ability of
the organization to meet each customer requirement. Getting good data from the
customer in Phase 1 is critical to the success of the entire QFD process.
The first phase in the implementation of the Quality Function Deployment process involves
putting together a "House of Quality" (Hauser and Clausing, 1988) such as the one shown below,
which is for the development of a climbing harness (fig. from Lowe & Ridgway, 2001).
Steps to the House of Quality (Becker and Associates, 2000)
The above process is then repeated in a slightly simplified way for the next three project phases.
A simplified matrix involving steps 1, 2, 3, 5, 6, 7, 9 & 11 above is developed.
The main difference with the subsequent phases however, is that in Phase 2 the process becomes
a translation of the voice of the engineer in to the voice of the part design specifications. Then, in
phase 3, the part design specifications get translated into the voice of manufacturing planning.
And finally, in phase 4, the voice of manufacturing is translated into the voice of production
planning.
QFD is a systematic means of ensuring that customer requirements are accurately translated into
relevant technical descriptors throughout each stage of product development. Therefore, meeting
or exceeding customer demands means more than just maintaining or improving product
performance. It means designing and manufacturing products that delight customers and fulfill
their unarticulated desires. Companies growing into the 21st century will be enterprises that
foster the needed innovation to create new markets.
References
Akao, Y., ed. (1990). Quality Function Deployment, Productivity Press, Cambridge MA.
Becker Associates Inc, http://www.becker-associates.com/thehouse.HTM and
http://www.becker-associates.com/qfdwhatis.htm
Hauser, J. R. and D. Clausing (1988). "The House of Quality," The Harvard Business Review,
May-June, No. 3, pp. 63-73
Lowe, A.J. & Ridgway, K. Quality Function Deployment, University of Sheffield,
http://www.shef.ac.uk/~ibberson/qfd.html , 2001
Mizuno, S. and Y. Akao, ed. (1994). QFD: The Customer-Driven Approach to Quality Planning
and Development, Asian Productivity Organization, Tokyo, Japan, available from Quality
Resources, One Water Street, White Plains NY.
Rosenthal, Stephen R, Effective product design and development, How to cut lead time and
increase customer satisfaction, Business One Irwin, Homewood, Illinois 60430, 1992
Reilly, Norman B, The Team based product development guidebook, ASQ Quality Press,
Milwaukee Wisconsin, 1999
Sullivan, L.P., 1986, "Quality Function Deployment", Quality Progress, June, pp 39-50.