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
 Compare performance to desirable technical
attributes
QFD House of Quality
What the
customer
wants
Target values
Technical
evaluation
Interrelationships
How to satisfy
customer wants
Relationship
matrix
Competitive
assessment
Customer
importance
ratings
Weighted
rating
House of Quality Example
Your team has been charged with
designing a new camera for Great
Cameras, Inc.
The first action is
to construct a
House of Quality
House of Quality Example
Interrelationships
What the
Customer
Wants
Technical
Attributes and
Evaluation
What the
customer
wants
Lightweight
Easy to use
Reliable
Easy to hold steady
Color correction
Relationship
Matrix
Customer
importance
rating
(5 = highest)
3
4
5
2
1
Analysis of
Competitors
How to Satisfy
Customer Wants
House of Quality Example
Interrelationships
Relationship
Matrix
Ergonomic design
Paint pallet
Auto exposure
Auto focus
Technical
Attributes and
Evaluation
Aluminum components
Low electricity requirements
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
How to Satisfy
Customer Wants
House of Quality Example
Interrelationships
What the
Customer
Wants
High relationship
Medium relationship
Low relationship
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
3
4
5
2
1
Relationship matrix
Relationship
Matrix
Technical
Attributes and
Evaluation
Analysis of
Competitors
How to Satisfy
Customer Wants
House of Quality Example
Interrelationships
What the
Customer
Wants
Relationship
Matrix
Ergonomic design
Paint pallet
Auto exposure
Auto focus
Aluminum components
Relationships
between the
things we can do
Low electricity requirements
Technical
Attributes and
Evaluation
Analysis of
Competitors
How to Satisfy
Customer Wants
House of Quality Example
Interrelationships
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
Our importance ratings
Weighted
rating
3
4
5
2
1
22
9
27 27
32
25
Analysis of
Competitors
How to Satisfy
Customer Wants
Interrelationships
House of Quality Example
Technical
Attributes and
Evaluation
How well do
competing products
meet customer wants
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
Our importance ratings
3
4
5
2
1
22
5
Company B
Relationship
Matrix
Company A
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
G
G
F
G
P
P
P
G
P
P
Interrelationships
House of Quality Example
2 circuits
2’ to ∞
75%
Target
values
(Technical
attributes)
0.5 A
Technical
Attributes and
Evaluation
Panel ranking
Relationship
Matrix
Failure 1 per 10,000
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
Company A 0.7 60% yes 1
ok G
Technical
evaluation Company B 0.6 50% yes 2
Us
0.5 75% yes 2
ok F
ok G
Company B
Company A
Ergonomic design
Paint pallet
Auto exposure
Auto focus
Aluminum components
Lightweight
3
G P
Easy to use
4
G P
Reliable
5
F G
Easy to hold steady 2
G P
Color correction
P
1
Panel ranking
Failure 1 per 10,000
2’ to ∞
75%
Target values
(Technical
attributes)
2 circuits
Our importance ratings 22 9 27 27 32 25
0.5 A
Completed
House of
Quality
Low electricity requirements
House of Quality Example
Company A
0.7 60% yes
1
ok
G
Technical
Company B
evaluation
0.6 50% yes
2
ok
F
0.5 75% yes
2
ok
G
Us
P
House of Quality Sequence
Deploying resources through the
organization in response to
customer requirements
Quality
plan
Customer
requirements
House
1
House
2
House
3
Production
process
Design
characteristics
Design
characteristics
Specific
components
Specific
components
Production
process
House
4
Figure 5.4