Quality

Function
Deployment
(QFD)
 Outline

Introduction

QFD Team

Benefits Of QFD

Voice Of The Customer

House Of Quality

Building A House Of Quality

QFD Process

Summary
 Introduction

Dr. Mizuno, Prof. Emeritus

Mitsubishi Heavy Industries

Kobe Shipyards, 1972

Toyota Minivans (1977 Base)

1979 - 20% Reduction In Start-Up Costs

1982 - 38%

1984 - 61%

Dr. Clausing, Xerox, 1984

Any Manufacturing Or Service Industry
 QFD Team

Significant Amount Of Time

Communication

Two Types Of Teams

New Product

Improve Existing Product

Marketing, Design, Quality, Finance,
Production, Etc.
 Benefits Of QFD

Customer Driven

Reduces Implementation Time

Promotes Teamwork

Provides Documentation
 Customer Driven

Creates Focus On Customer Requirements

Uses Competitive Information Effectively

Prioritizes Resources

Identifies Items That Can Be Acted On

Structures Resident Experience/Information
 Reduces Implementation Time

Decreases Midstream Design Change

Limits Post Introduction Problems

Avoids Future Development Redundancies

Identifies Future Application Opportunities

Surfaces Missing Assumptions
 Promotes Teamwork

Based On Consensus

Creates Communication At Interfaces

Identifies Actions At Interfaces

Creates Global View-Out Of Details
 Provides Documentation

Documents Rationale For Design

Is Easy To Assimilate

Adds Structure To The Information

Adapts To Changes (Living Document)

Provides Framework For Sensitivity
Analysis
 Voice Of The Customer

Driving Force Behind QFD

Customer Dictates Attributes Of Product

Customer Satisfaction

Meeting Or Exceeding Customer Expectations

Customer Expectations Can Be Vague &
General In Nature

Customer Expectations Must Be Taken
Literally, Not Translated Into What The
Organization Desires
 Collecting Customer
Information

What Does Customer Really Want ?

What Are Customer’s Expectations ?

Are Customer’s Expectations Used
To Drive Design Process ?

What Can Design Team Do To
Achieve Customer Satisfaction?
Types Of Customer Information

Solicited, Measurable, Routine

Cus. & Market Surveys, Trade Trials

Unsolicited, Measurable, Routine

Customer Complaints, Lawsuits

Solicited, Subjective, Routine

Focus Groups

Solicited, Subjective, Haphazard

Trade & Cus. Visits, Indep. Consultants

Unsolicited, Subjective, Haphazard

Conventions, Vendors, Suppliers
 House Of Quality

Interrelationship
between
Technical Descriptors

Technical Descriptors
(Voice of the organization)

Requirements
Requirements
(Voice of the

Prioritized
Customer)

Customer
Customer

Relationship between
Requirements and
Descriptors

Prioritized Technical
Descriptors
Building A House Of Quality

List Customer Requirements (What’s)

List Technical Descriptors (How’s)

Develop Relationship (What’s & How’s)

Develop Interrelationship (How’s)

Competitive Assessments

Prioritize Customer Requirements

Prioritize Technical Descriptors
QFD Matrix Relationship between
Technical
Descriptors Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive
-3

Requirements
Negative Requirements

Prioritized
Customer
Customer

-9 Strong Negative

Technical Our

Customer Importance
Competitive A’s

Our

B’s
A’s
Assessment
B’s

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty

Target Value
Assessment
Target Value

Competitive

Sales Point
Customer
Absolute Weight and Percent
Relative Weight and Percent
Prioritized Technical
Descriptors
 Customer Requirements (What’s)
Customer Requirements
(WHATs)
Primary

Secondary

Tertiary
 Technical Descriptors (How’s)
Technical Descriptors
(HOWs)
Primary

Secondary

Tertiary
L - Shaped Diagram
Technical
Descriptors
Primary

Secondary

Secondary
Primary
Requirements
Customer
 Relationship Matrix
Technical
Descriptors
Primary

Secondary

Secondary
Primary

Relationship between
Customer
Requirements and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak
 Correlation Matrix
Interrelationship between Technical
Descriptors (correlation matrix)
HOWs vs. HOWs
Technical
Descriptors +9 Strong Positive
Primary +3 Positive
-3 Negative
Secondary Secondary -9 Strong Negative
Primary

Relationship between
Customer Requirements
and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak
Customer Competitive Assessment

5
3
Requirements

Relationship between
1
Customer

Customer Requirements
2 and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
+1 Weak

Ours

Assessment B’s
Competitive A’s
Customer
Technical Competitive Assessment

5
3
Requirements

Relationship between
Customer

1
Customer Requirements
2 and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
Technical Our 1 3 4 2 1 2 1 4
+1 Weak
Competitive A’s
Assessment B’s

Our

B’s
A’s
Assessment
Competitive
Customer
Prioritized Customer
Requirements

Importance Rating

Target Value

Scale-Up Factor

Sales Point

Absolute Weight & Percent

(Importance Rating)

(Scale-Up Factor)

(Sales Point)
 Technical
Descriptors
Primary Relationship between
Customer Requirements
Secondary and
Technical Descriptors
Secondary

WHATs vs. HOWs

Primary

+9 Strong
+3 Medium
5 7 5 1.2
+1 Weak
3 3 3

Requirements
1.5
Requirements

Prioritized
Customer
1 9 2 1
Customer

2 10 3 1.5 1 15
5 2 5 1 1.5 3
1 4 2 1
4 8 4 1.5
4 1 4 1
Technical Our 1 3 4 21 2 1 4

Customer Importance
Competitive A’s
Our

B’s
Assessment A’s
B’s

Absolute Weight
Scale-up Factor
Target Value
Assessment
Competitive

Sales Point
Customer
 Prioritized Technical
Descriptors

Degree Of Difficulty

Target Value

Absolute Weight & Percent
n
a = ∑Rc R is Relationship Matrix
j ij i c is Customer Importance
i =1

Relative Weight & Percent
n
b = ∑Rd R is Relationship Matrix
j ij i c is Customer Absolute
i =1 Weights
 Relationship between
Technical
Descriptors Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive 5 7 5 1.2
-3 3 3 3

Requirements
Negative Requirements 1.5

Prioritized
Customer
1 9 2 1
Customer

-9 Strong Negative
2 10 3 1.5 1 15
5 2 5 1 1.5 3
1 4 2 1
4 8 4 1.5
4 1 4 1
Technical Our 1 3 4 21 2 1 4

Customer Importance
Competitive A’s

Our

B’s
A’s
Assessment
B’s

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty 1 8 4 2 9 8 2 5

Target Value
Assessment
Target Value 2 3 4 31 3 1 5

Competitive

Sales Point
Customer
Absolute Weight and Percent 90
Relative Weight and Percent 133
Prioritized Technical
Descriptors
 QFD Process

HOWs HOWs
WHATs

WHATs
HOW HOW
MUCH MUCH
 Phase I
Product Planning
Design
Requirements
Requirements
Customer
 Phase II
Part Development
Part Quality
Requirements Characteristics
Design
 Phase III
Process Planning
Key Process
Operations
Characteristics
Part Quality
 Phase IV
Production Planning
Production
Key Process Requirements
Operations

Production Launch
 QFD Summary

Orderly Way Of Obtaining Information &
Presenting It

Shorter Product Development Cycle

Considerably Reduced Start-Up Costs

Fewer Engineering Changes

Reduced Chance Of Oversights During Design
Process

Environment Of Teamwork

Consensus Decisions

Preserves Everything In Writing