QFD
(QUALITY FUNCTION DEPLOYMENT)
BUKU :
QFD by : Lou Cohen
Operation mgt by : Heizer, Jay, Render, Barry
Quality Function Deployment
Identify customer wants
 Identify how the good/service will satisfy
customer wants
 Relate customer wants to product hows
 Identify relationships between the firm’s
hows
 Develop importance ratings
 Evaluate competing products

QFD House of Quality
House of Quality Sequence
Indicates How to Deploy
Resources to Achieve Customer
Requirements
Idea Generation Stage


Provides basis for entry into market
Sources of ideas


Market need (60-80%); engineering & operations
(20%); technology; competitors; inventions;
employees
Follows from marketing strategy

Identifies, defines, & selects best market
opportunities
Customer Requirements Stage


Identifies & positions key product benefits
 Stated in core benefits proposition (CBP)
 Example: Long lasting with more power
(Sears’ Die Hard Battery)
House of Quality
Identifies detailed list of
product attributes desired by
customer
 Focus groups or
Customer
1-on-1 interviews
Requirements
Product
Characteristics
Functional Specification Stage




Defines product in terms of how
the product would meet desired
attributes
Identifies product’s engineering
characteristics
 Example: printer noise (dB)
House of Quality
Prioritizes engineering
characteristics
Product
Characteristics
May rate product compared
to competitors’
Customer
Requirements
Product Specification Stage


Determines how product will be made
Gives product’s physical specifications



Example: Dimensions, material etc.
Defined by engineering
drawing
Done often on computer
 Computer-Aided
Design (CAD)
House of Quality
Component
Specifications
Product
Characteristics
Quality Function
Deployment

Product design process using
cross-functional teams



Marketing, engineering, manufacturing
Translates customer preferences into
specific product characteristics
Involves creating 4 tabular ‘Matrices’ or
‘Houses’

Breakdown product design into increasing levels
of detail
House of Quality Example
You’ve been assigned
temporarily to a QFD
team. The goal of the
team is to develop a new
camera design. Build a
House of Quality.
© 1984-1994 T/Maker Co.
House of Quality Example
Customer
Requirements
Customer
Importance
Target Values
High relationship  Medium relationship  Low Relationship
House of Quality Example
What the customer desires
(‘wall’)
Customer
Requirements
Customer
Importance
Aluminum
Parts
Auto
Focus
Auto
Exposure
Light weight
Easy to use
Reliable
Target Values
High relationship  Medium relationship  Low Relationship
House of Quality Example
Average customer
importance rating
Customer
Requirements
Light weight
Easy to use
Reliable
Customer
Importance
Aluminum
Parts
Auto
Focus
Auto
Exposure
3
2
1
Target Values
High relationship  Medium relationship  Low Relationship
House of Quality Example
Relationship between customer
attributes & engineering
characteristics (‘rooms’)
Customer
Requirements
Light weight
Easy to use
Reliable
Customer
Importance
3
2
1
Aluminum
Parts

Auto
Focus
Auto
Exposure




High relationship  Medium relationship  Low Relationship
House of Quality Example
Target values for engineering
characteristics (‘basement’);
key output
Customer
Requirements
Light weight
Easy to use
Reliable
Target Values

Customer
Importance
3
2
1
Aluminum
Parts

5
Auto
Focus
Auto
Exposure




1
1
High relationship  Medium relationship  Low Relationship
House of Quality Example

Customer
Requirements
Light weight
Easy to use
Reliable
Target Values
Customer
Importance
3
2
1
Aluminum
Parts

5
Auto
Focus
Auto
Exposure




1
1
High relationship  Medium relationship  Low Relationship