House of Quality Example
• An interactive HOQ example
– by Professor Robert Hunt, C/-Macquarie University
Graduate School of Management
Macquarie University
New South Wales Australia
• HOQ template
Key to roof / correlation
matrix symbols
+ Positive / Supporting
- Negative / Tradeoff
Metrics calculation
-
+
-
+
+
DIRECTION OF IMPROVEMENT
Performance
measures
TECHNICAL
REQUIREMENTS
Size of
range
Technical
details
PLANNING MATRIX
CUSTOMER
REQUIREMENTS
Easy to put on
2
3
3
4
4
1.2 1.1 2.6
Comfortable when hanging
5
4
4
2
5
1.2 1.4 8.4 22
Fits over different clothes
1
1
1
5
2
1.2 1.0 1.2
3
Accessible gear loops
3
3
4
1
3
1.0 1.0 3.0
8
Does not restrict movement
5
2
2
3
5
1.6 1.4 11.2 29
Lightweight
3
3
2
5
3
1.0 1.0 3.0
Safe
5
4
3
3
4
1.0 1.2 6.0 16
Attractive
2
2
2
5
3
1.2 1.1 2.6
TECHNICAL PRIORITIES
54 81.2 63 23.4 70.2 191.6 98.6 30
PERCENTAGE OF TOTAL
9
10
4
12
Our product
Y 174g 250
5
Competitor A's product
Y 193g 321
Competitor B's product
DESIGN TARGETS
13
31
7
8
7
Key to interrelationship matrix symbols
16
5
Strong interrelationship
4 4mm
1
4
Medium interreltionship
3
5 8mm
4
5
Weak interrelationship
Y 157g 198
6
4 3mm
1
3
Y 160g 250
8
6 4mm
2
4
Priorities calculation
Kano’s Model
• Reference: Integrating Kano’s model in the planning matrix of quality
function deployment; K.C. Tan, X.X. Shen, Total Quality Management,
Vol:11 No:8 (2000) 1141-1151
• The quality of a product/service determined by customer satisfaction
 factor this into the planning matrix of the QFD process
• Kano’s model characterizes three distinct attributes through which the
customer satisfaction is affected
Attractive
Satisfaction
One-dimensional
Must-be
Performance
Kano’s Model
• One-dimensional attributes: customer satisfaction is proportional to
the level of performance. Ex: mileage/gallon for a new car
• Attractive attributes: criteria will greatly, positively influence the
satisfactory level of customers. Ex: add-on features of a car, GPS
system, etc..
• Must be attributes: criteria must have for a product. These are
usually taken for granted and the fulfillment of these will not lead to
more satisfaction. Ex: safety of a product, seat belt/airbag
• It can be integrated into the QFD by modifying the Improvement ratio
(IR) using the following formula
– (IR)adjusted=(IR)k, where k is a parameter determined by the designer
– k=1/2 for Must be, =1 for One-D, =2 for Attractive
– IR is calculated directly as the ratio between the planned rating (PR) and
our product (OP)
– Ex: item 5: IR=5/2=2.5, this is a must-be for the customer, use k=1/2 
(2.5)1/2=1.58, close to the IF=1.6 used. item 1: IR=4/3=1.3, it is deemed
an attractive attribute, use k=2  (1.3)2=1.8 higher than IF=1.2 using the
original formula
Application of QFD process sequentially to
structure product, part, process, and production
Process Planning
Production
characteristics
Part Design
Process
characteristics
Product Planning
Part
characteristics
Engineering
characteristics
Targets
Customer
requirements
Production
Planning