Introduction to
Quality Function Deployment
Introduction to Quality Function Deployment
✓
✓
✓
✓
What is QFD?
Benefits of QFD
QFD Methodology
The Four Phases
➢ Product Planning
➢ Design Deployment
➢ Manufacturing Process Planning
➢ Production Planning
✓ Managing the QFD Process
Introduction to Quality Function Deployment
What is QFD?
Introduction to Quality Function Deployment
QFD from the Japanese -
HIN
SHITSU
Quality
Features
Attributes
Qualities
KI
NO
Function
Mechanization
TEN
KAI
Deployment
Diffusion
Development
Evolution
= QFD
Quality Function Deployment - “Customer Driven
Product / Process Development”
Introduction to Quality Function Deployment
Definition of Quality Function Deployment :
There is no single, right definition for QFD; this one captures its
essential meaning:
A system for translating customer requirements into appropriate
company requirements at each stage from research and product
development to engineering and manufacturing to marketing/sales
and distribution
Prerequisites to QFD are ‘Market Research’ and ‘VOC gathering’.
As QFD is the process of building capability to meet or exceed customer demands, understanding the
market, knowing the various customer segments. what each customer segment wants, how important
these benefits are, and how well different providers of products address these benefits are some of the
key precursors to a successful QFD. These are prerequisites because it is impossible to consistently
provide products / services which will attract customers unless you have a very good understanding of
what they want.
Introduction to Quality Function Deployment
Why was QFD developed?
QFD was developed in Japan in the late 1960s by Professors Yoji Akao and Shigeru Mizuno.
The Professors aimed at developing a quality assurance method that would design customer satisfaction into a
product before it was manufactured. Prior quality control methods like Ishikawa were primarily aimed at fixing a
problem during or after manufacturing.
Key Rationale:
1
Customers are our number one concern. Satisfied customers keep us in business.
Therefore, we must have an excellent understanding of their needs.
2
Proactive product development is better than reactive product development. QFD can help
a company move toward a more proactive approach.
3
Quality is a responsibility of everyone in the organization. QFD is a team methodology
which encourages a broader employee involvement and focus.
4
The QFD methodology helps an organization determine the most effective applications for
many engineering and analytical tools such as: Design of Experiments, Failure Analysis and
Statistical Process Control.
Introduction to Quality Function Deployment
Where does QFD fit?
Satisfied
Customer
• UNEXPECTED,
PLEASANT SURPRISES
• 3M CALLS THEM
CUSTOMER DELIGHTS



Spoken
Measurable
Range of Fulfillment
Excitement
Needs
Don’t Have
Don’t Do
Included
Do Well
Unspoken
Taken For granted
Basic
Spoken If Not Met
Performance
Needs
Basic
Needs
RECOGNIZE
QFD focuses on
Performance Needs
and unmet Basic
Needs
Dissatisfied
Customer
1) The Impact of Needs on the Customer
2) That Customer Needs Change With Time
3) The impact of Communication of Customer Wants Throughout
the Organization
Introduction to Quality Function Deployment
Where does QFD fit?
Six Sigma / TQM
Strategic Issues - Technical Tools - Cultural Change
Quality Improvement Tools
QFD
- Planning Tool
- Customer Driven
- Proactive
- Cross Functional Teams
•
•
•
•
•
•
•
•
Taguchi Methods
FMEA’s
Fault Tree Analysis
Cause-Effect Diagram
Pareto
Benchmarking
Pugh Concept Selection
Etc
• SPC
• Check Sheets
- Monitor
- Continuous Improvement
- Hold the “Gains”
Introduction to Quality Function Deployment
QFD Overview
Customer Requirements
Converted to
Company Measures
Converted to
Part Characteristics (Design)
Converted to
Manufacturing Process
Converted to
Production Requirements
(Day to Day Operations)
Introduction to Quality Function Deployment
When should QFD be used?
1 Customers are complaining or aren’t satisfied
with your product or service.
2 Market share has been consistently declining.
3 Extended development time due to excessive
redesign, problem solving, or fire fighting.
4 Lack of a true customer focus in your product
development process.
5 Poor communications between departments or
functions.
(Over-the -wall product development).
6 Lack of efficient and/or effective teamwork.
1.Complex Product Development Initiatives
1.Communications Flow Down Difficult
2.Expectations Get Lost
2.New Product Initiatives / Inventions
1.Lack of Structure or Logic to the Allocation of
Development Resources.
3.Large Complex or Global Teams
1.Lack of Efficient And/or Effective Processes
2.Teamwork Issues
4.Extended Product Development Times
1.Excessive Redesign
2.Changing Team
3.Problem Solving, or Fire Fighting.
Introduction to Quality Function Deployment
BENEFITS OF QFD
Introduction to Quality Function Deployment
Change Comparison
Fewer and Earlier Changes
Reactive
Company
Proactive
Company
Time
- 14 Months
90% Complete
Production
Start
Introduction to Quality Function Deployment
Less Time in Development
PRODUCT DEVELOPMENT CYCLE TIME
REDUCTION
1/3 TO 1/2
Introduction to Quality Function Deployment
TOYOTA PRODUCTION
START UP PROBLEMS
Fewer Start-Up Problems
Before QFD
After QFD
-5
-4
-3
Months
-2
-1
0
Production
Start
1
2
3
4
5
6
Introduction to Quality Function Deployment
Lower Start-Up Costs
Toyota Production Start-Up Costs
JAN 1977
INDEX = 100
PREPARATION
(TRAINING)
LOSS
OCT 197
INDEX = 80
NOV 1982
INDEX =62
APRIL 1984
INDEX = 39
Production Start
Introduction to Quality Function Deployment
Fewer Field
Problems
Toyota European
Rust Warranty
4x
Profit
Before
QFD
After
QFD
Introduction to Quality Function Deployment
Satisfied
Customers
Focus on
Customer Satisfaction
Introduction to Quality Function Deployment
Competitive Advantages
• Fewer and Earlier Changes
• Shorter Development Time
• Fewer Start-up Problems
• Lower Start-up Cost
• Warranty Reduction
• Knowledge Transfer
• Customer Satisfaction
The bottom line of QFD is higher quality, lower cost, shorter
timing and a substantial marketing advantage.
Introduction to Quality Function Deployment
QFD METHODOLOGY
Introduction to Quality Function Deployment
House of Quality
DOOR SYSTEM QFD
PRODUCT PLANNING MATRIX
Introduction to Quality Function Deployment
CUSTOMER
SATISFACTION
KANO MODEL
(Of Quality/Features)
VERY SATISFIED
EXCITEMENT
• UNEXPECTED, PLEASANT
SURPRISES
• 3M CALLS THEM CUSTOMER
DELIGHTS
DID NOT
DO AT ALL
UNSPOKEN
SPOKEN
DEGREE OF
AGREEMENT
PERFORMANCE
FULLY ACHIEVED
• ONE-DIMENSIONAL
• MOST MARKET
RESEARCH
BASIC
UNSPOKEN
TIME
• EXPECTED
• TYPICAL OF
‘INVISIBLE’ PRODUCTS
VERY DISSATISFIED
Introduction to Quality Function Deployment
Voice of
the customer
Translating
for action
WHAT
WHAT
The items contained in this list are
usually very general, vague and
difficult to implement directly - they
require further detailed definition.
One such item might be good ride
which has a wide variety of meanings
to different people.
This is a highly desirable product
feature, but is not directly actionable.
HOW
Introduction to Quality Function Deployment
UNTANGLING
THE WEB
COMPLEX
RELATIONSHIPS
WHAT
HOW
HOW
WHAT
RELATIONSHIPS
Introduction to Quality Function Deployment
HOW
‘Process / Product’
Kinds of
Relationships
WHAT
Customer Wants (CTQs)
STRONG relationship
MEDIUM relationship
WEAK relationship
Introduction to Quality Function Deployment
How much is enough?
HOW
WHAT
RELATIONSHIPS
HOW MUCH
Introduction to Quality Function Deployment
Correlation Matrix
Strong Positive
Positive
Negative
Strong Negative
HOW
WHAT
RELATIONSHIPS
HOW MUCH
Introduction to Quality Function Deployment
HOW
= OUR COMPANY
= COMPETITOR #1
= COMPETITOR #2
WHAT
BAD
1
2
3
GOOD
4
5
RELATIONSHIPS
CONFLICT!
HOW MUCH
GOOD
BAD
5
4
3
2
1
COMPETITIVE ASSESSMENTS
Introduction to Quality Function Deployment
HOW
=1
=3
WHAT
=9
5
3
2
1
5
RELATIONSHIPS
2
4
IMPORTANCE RATINGS
2
HOW MUCH
33 89
9
13
21 25 21 18
Introduction to Quality Function Deployment
The Four Phases of QFD
Introduction to Quality Function Deployment
HOW
WHAT
RELATIONSHIPS
HOW
WHAT
HOW MUCH
RELATIONSHIPS
HOW MUCH
Introduction to Quality Function Deployment
Deploying the “Voice of the Customer”
PHASE 1
PHASE 11
PHASE 111
PHASE IV
PRODUCT
DESIGN
MANUFACTURING PROCESS
PRODUCTION
PLANNING
DEPLOYMENT
PLANNING
PLANNING
COMPANY
MEASURES
NEW
PART
CHARACTERISTICS
NEW
KEY PROCESS
OPERATIONS
NEW
PRODUCTION
REQUIREMENTS
Introduction to Quality Function Deployment
Deploying the “Voice of the Customer”
WEATHER
STRIP
DOOR CLOSE
EASILY
CLOSING
EFFORT @
7 FT LBS
ETC
COMP LOAD
DEFL
RPM
EXTRUDER
ETC
PHASE 1
PHASE 11
PHASE 111
PHASE IV
PRODUCT
DESIGN
MANUFACTURING PROCESS
PRODUCTION
PLANNING
DEPLOYMENT
PLANNING
PLANNING
Introduction to Quality Function Deployment
Managing the QFD Process
Introduction to Quality Function Deployment
Management Support of the Team
•
Provide the time
•
Demonstrate your commitment
•
Timing
•
Spans a major portion of the product
development process
Push for progress, but not too hard
•
Identify key milestones
•
Be realistic
•
•
Review the charts - make sure you
understand
Major projects will require 50-60 hours
of meetings
•
•
Set priorities if needed
Meetings are used to coordinate
activities and update charts
•
Help the team through the rough
spots
•
Most of the work happens outside the
meetings
•
Keep asking the right questions
Introduction to Quality Function Deployment
Common Pitfalls
What to look for
•
Blank rows
Unfulfilled customer wants
•
Blank columns
Unnecessary requirements
Incomplete customer wants
•
Rows or columns with only weak relationships
Banking a lot on “maybe’s”
•
Unmeasurable “HOWs”
Difficult to do what can’t be measured
•
•
Too many relationships
More than 50% relationships make it hard to
prioritise
Opportunities to excel
•
Negative correlations
Try to eliminate
Trade off if needed
•
Conflicting competitive assessments
•
QFD on everything
•
Inadequate priorities
•
Lack of teamwork
Wrong participants
Turf issues
Lack of team skills
Lack of support
•
Too much “chart focus”
•
Handling trade-offs
•
Too much internal focus
•
“Stuck on tradition”
•
“Hurry up and get done”
•
Failure to integrate QFD
Introduction to Quality Function Deployment
Some “Right Questions”
Points to Remember
•
How was the voice of the customer
determined?
•
The process may look simple, but requires
effort.
•
How were the design requirements (etc)
determined? Challenge the usual in-house
standards.
•
Many of the entries look obvious - after
they are written down.
•
If there aren’t some “tough spots” the first
time, it probably isn’t being done right!
•
Focus on the end-user customer.
•
Charts are not the objective.
•
Charts are the means of achieving the
objective.
•
Find reasons to succeed, not excuses for
failure.
•
How do we compare to our competition?
•
What opportunities can we identify to gain
a competitive edge?
•
•
What further information do we need?
How can we get it?
How can we proceed with what we have?
•
What trade-off decisions are needed?
•
What can I do to help?
Introduction to Quality Function Deployment
THANK YOU!
Have a look at some of the service industry applications of QFD: http://www.mazur.net/publishe.htm