QUALITY FUNCTION
DEPLOYMENT
Gülser Köksal
Industrial Engineering Department
Middle East Technical University
© 2009-2012
Contents
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Serial vs. concurrent engineering
What is QFD?
Voice of customer vs. voice of engineer
Kano model
QFD approaches
Phases of QFD
House of quality-product planning matrix
Kansei engineering
Conclusion
SERIAL ENGINEERING
Marketing
Product
Design
Process
Design
Manufacturing
Sales
What is wrong with serial engineering?
CONCURRENT ENGINEERING
Sequential and concurrent development of new products
Brookes and Backhouse (1996)
QUALITY FUNCTION
DEPLOYMENT
• Understand and prioritize spoken and
unspoken customer needs
• Translate these needs into technical
characteristics and specifications
• Build and deliver a quality product or
service by focusing everybody toward
customer satisfaction
Customer Requirements vs.
Technical Requirements
How customer imagines...
How engineer interprets...
ADVANTAGES OF QFD
• decreases engineering changes
• reduces product development cycle time
• reduces start-up costs
• reduces warranty claims
• improves communication
• helps a company focus time and efforts on key areas
which can provide a competitive edge
• helps identify specific competitive advantages easily
No. of engineering cahnges
QFD reduces engineering changes
First sale
Month
1985
Source: L.P. Sullivan, 1986, ‘Quality Function Deployment’, Quality Progress, 19(6), 39-50.
Your needs or customers
needs?
• North American
manufacturers do
detailed market
study only 25% of
the time
• Quality of market
study: 5.74 on a
scale of 10
(Cooper, R.G. 1993)
Kano Model
Observe your customers
• Go to GEMBA
(true source of info.)
• See and hear
customer’s
problems,
opportunities, and
imagine issues
A Simple Four-Phase QFD
More Phases of QFD – Matrix of Matrices
Source: B. King,
1987, Better
Designs in Half the
Time, GOAL/QPC,
Massachusets
A House of Quality Example: Rock
Climbing Harness
A House of Quality Example: Rock Climbing
Harness Development Project Objectives
Improve harness
design
Improve marketing
and distribution
Increase market share
by %6 in a year
Improve
manufacturing
processes
Improve harness
design
Increase profit margin
by %10 in two years
Reduce
cost
Improve price
Rock Climbing Harness HOQ – A Simple Version
Rock Climbing Harness HOQ – An Advanced Version
For computational details see: Köksal, G. and Smith, W. A., Jr.,
1995, A Multi-Stage Application of Quality Function
Deployment in Textiles Dyeing and Finishing, Transactions on
Operational Research, 7, 63-79.
QFD stages for the harness example
Product Padding
Planning thickness
Cost/
Value
ratio
Cost
Comfortable
when hanging
Product
Design
Reduces
pressure
Padding
material
A new
material
Padding
thickness
Critical
Parts
Reduces
pressure
Reliability
Padding
material
ManufacSewing
turing
Broken
stitches
Padding
material
Comfortable
when hanging
New Concepts
Production Stitches/
& Quality cm.
Control
Sewing
KANSEI (Senses) ENGINEERING
• Translate customer feeling and image
into design and component elements
• Example: Mazda Miata stick shift at 9.5
cm conveys optimal feeling of
sportiness and control
• Example: MD Robotics built the "most
realistic dinosaur" ever made for the
Universal Studio’s new Jurassic Park.
The Dinosaur Developed Using
Kansei Engineering
CONCLUSION
• Product designers and engineers can
improve quality of their designs by:
– Understanding their customers’ needs well
(using QFD, Kansei Engineering)
– Using effective mechanisms such as QFD
to deploy these needs into their products