ME 362

Mechanical Engineering
Design
Part 4.3

Muhammad Ilyas
 Todays topics

QFD HOQ

QFD Examples

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 Customer Requirements (CRs)
From a design teams point of view the CRs
could be
Product Performance
Time to Market
Cost
Garvins 8 basic dimensions of quality
Quality
Performance
Features
Reliability
Durability
Serviceability
Conformance
Aesthetics
Perceived Quality (Reputation)
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 CRs

Suppose CRs for a new camera :

Lightweight
Easy to use
Reliable
Easy to hold steady
Color correction

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 The 1st thing in competitive assessment is to scale the
importance of CRs

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 The 2nd thing is to rank the available competitor products
(product A, B etc.) and the proposed product on a scale 1-5

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Importance ratio
Importance ratio

= customer importance
improvement ratio sales point

The customer importance was

obtained using a survey

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Importance ratio

1st we find the improvement ratio between the planned and

the comparing products:
CR Product Planned Importance
A product ratio
Cost 4 4 1
Crack resistant 3 4 1.33
Ease of stacking 2 4 2

Sales point: Kind of possibility which will give your

company a unique business position

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Importance ratio

Sales point: A sales-point is a kind of possibility which

will give your company a unique business position
A strong sales point : reserved for WHATs where each
comparing company is rated poorly
A moderate sales point means the importance rating or
competitive opportunity is not so great.
Numerically: 1.5, 1.25 and 1 are assigned to strong,
moderate and no sales point, respectively

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Engineering Characteristics (ECs)

ECs (voice of company or Hows)

For the case of camera, following could be the ECs:
Low electricity requirements
Aluminum components
Auto focus
Auto exposure
Paint pallet
Ergonomic design

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Engineering Characteristics (ECs)

CD cover/ casing

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 Correlation matrix
Often referred to as roof of
the HOQ
Matrix between engineering
characteristics

Low electricity requirements

This is the How Vs. How
Matrix

Aluminum components
High relationship

Ergonomic design
Medium relationship

Auto exposure
Low relationship

Paint pallet
Auto focus
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 Correlation matrix
Shows the degree of
interdependence among ECs
(roof of the house).
Early identification in the
design process results in
appropriate trade-offs
e.g. a strong positive
correlation between the hinge
design and the force to open
the case

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 Correlation matrix
Change in hinge design : recheck
force necessary to open the case
Determination of strength of
correlations among ECs requires
knowledge of the use of the
product being designed and
engineering experience
Not necessary to have exact
correlation data at this stage
Rating : a visual reminder for the
design team for use in future
phases of the design process (e.g.
embodiment design)

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 Relationship matrix

Low electricity requirements

Aluminum components
Main room of the HOQ

Ergonomic design
High relationship

Auto exposure
Medium relationship

Paint pallet
Auto focus
Low relationship

Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

Relationship matrix
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 Relationship matrix
Other conventions for
Technical strong, medium, week
Descriptors relationship are also
Primary used
Secondary
Secondary
Primary

Relationship between
Customer
Requirements and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak

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 Absolute importance

Technical priority of the EC

Absolute importance = weight
(from What*How) * weight
(based on importance ratio)
In the example shown
=3*9+11.2*3+6*3 = 78.6

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 Relative importance

Once we calculate the

absolute importance of all
the ECs, we sum up and
find the relative importance
of each EC e.g., in the case
shown here for motor rpm
= 0.08 / 2.93
= 0.03

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 Technical Competitive Assessment
Scale your planned product with the products of
competitors

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 Direction of improvement

Symbols indicating the

preferred improvement
direction of each EC are
placed.
symbol : higher value of this
EC is better, and a symbol
indicates that a lower value is
better
It is also possible that an EC
will not have an improvement
direction (n/a : not applicable)

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 Technical Difficulty

Technical team conducts the assessment. It helps

to establish the feasibility and realizability of each
"hows" item

1 to 5 (or 1 to 10) ratings are used to quantify

technical difficulty with 5 being the most difficult
and 1 being the easiest

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 Target values

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 Target values

ECs are ranked

based on their
score

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 BENEFITS OF ADOPTING QFD
Some of the benefits of adopting QFD are

Summarizes information in a single diagram

Translates customer requirements into engineering

characteristics

Decreases design and manufacturing costs

Improves quality

Increases customer satisfaction

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 BENEFITS OF ADOPTING QFD
continued

Used most often in the planning of a product

Can be used through out the product development

process

ECs become the input for the part design

Target values become the limits

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