Quality Function

Deployment

By
Zaipul Anwar
Business & Advanced Technology Centre,
Universiti Teknologi Malaysia
 Quality Function Deployment
Hin
Shitsu
Ki
No
Ten
Kai

"A group of courageous people working in harmony pursuing the finest

detail to unlock the organization and roll out products that the multitudes
in the marketplace will value." Glenn Mazur
 Quality Function Deployment
Is a structured method that is intended to transmit and
translate customer requirements, that is, the
Voice of the Customer
through each stage of the product development and
production process, that is, through the product
realization cycle.
These requirements are the collection of customer needs,
including all satisfiers, exciters/delighters, and
dissatisfiers.
 What Does QFD Do?
CONCEPT CUSTOMER

Better Designs in Half the Time!

Plan Design Redesign Manufacture

Traditional Timeline
Plan Design Redesign Manufacture Benefits

QFD Is a Productivity Enhancer

PRODUCT
DESIGN PROCESS Why Does QFD Work?
DESIGN
PRODUCTION IMPROVE

10:1
PRODUCT

LOW VISIBILITY TIME HIGH VISIBILITY

LOW REWARD HIGH REWARD

The Quality Lever

 When is QFD Appropriate?
Poor communications and expectations get lost in the
complexity of product development.
Lack of structure or logic to the allocation of product
development resources.
Lack of efficient and / or effective product / process
development teamwork.
Extended development time caused by excessive
redesign, problem solving, or fire fighting.
Return on Investment from
Using QFD
Companies using QFD to reflect "The Voice of the
Customer" in defining quality have a competitive
advantage because there is/are:
1. Fewer and Earlier Design Changes
2. Fewer Start-up Problems
3. Shorter Development Time
4. Lower Start-up Costs
5. Warranty Cost Reductions
6. Knowledge Transfer to the Next Product
7. Customer Satisfaction
 Brief History of QFD
Origin - Mitsubishi Kobe Shipyard 1972
Developed By Toyota and Its Suppliers
Expanded To Other Japanese Manufacturers
Consumer Electronics, Home Appliances, Clothing, Integrated
Circuits, Apartment Layout Planning
Adopted By Ford and GM in 1980s
Digital Equipment, Hewlett-Packard, AT&T, ITT

Foundation - Belief That Products Should Be Designed

To Reflect Customer Desires and Tastes
 Quality Function Deployments
House of Quality Correlation 6
Matrix

3
Design
Attributes
The House

Importance Rankings
2 5
1
Relationships Customer
of Quality Customer
Needs
4
between
Customer Needs
Perceptions

and
Design Attributes

7
Costs/Feasibility
Establishes the Flowdown
Relates WHAT'S & HOW'S 8
Ranks The Importance Engineering Measures
The House of Quality
Key Elements
Informational Elements

Two Types of Elements in Each House

 Manufacturing Software Service
QFD Flowdown
Environment Environment Environment

Levels Of Granularity Customer Wants Customer Wants Customer Wants

Technical Requirements Product Functionality Service Requirements

Part Characteristics System Characteristics Service Processes

Manufacturing Process Design Alternatives Process Controls

Production Requirements
Flowdown Relates The
Houses To Each Other
 Building the House of Quality
1. Identify Customer Attributes
2. Identify Design Attributes / Requirements
3. Relate the customer attributes to the design attributes.
4. Conduct an Evaluation of Competing Products.
5. Evaluate Design Attributes and Develop Targets.
6. Determine which Design Attributes to Deploy in the
Remainder of the Process.
 1. Identify Customer Attributes
These are product or service requirements IN THE CUSTOMERS TERMS.
Market Research;
Surveys;
Focus Groups.
What does the customer expect from the product?
Why does the customer buy the product?
Salespeople and Technicians can be important sources of information
both in terms of these two questions and in terms of product failure and
repair.
OFTEN THESE ARE EXPANDED INTO Secondary and Tertiary Needs /
Requirements.
Whats
What Does The Customer Want
Customer Needs
CTQs
Need 1
Ys Need 2
Key Elements -

Need 3
Need 4
Need 5
Need 6
Need 7

Voice of the Customer

 Customer Requirements
Key Elements:

How Important Are The

Whats TO THE CUSTOMER
Customer Ranking of their
Needs Need 1 5
Need 2 5
Need 3 3
Need 4 4
Need 5 2
Need 6 4
Need 7 1

Voice of the Customer

 2. Identify Design Attributes.
Design Attributes are Expressed in the Language of the
Designer / Engineer and Represent the TECHNICAL
Characteristics (Attributes) that must be Deployed
throughout the DESIGN, MANUFACTURING, and
SERVICE PROCESSES.
These must be MEASURABLE since the Output will be
Controlled and Compared to Objective Targets.
The ROOF of the HOUSE OF QUALITY shows,
symbolically, the Interrelationships between Design
Attributes.
 How Do You Satisfy the Customer Whats
-
Product Requirements

HOW 1
HOW 2
HOW 3
HOW 4
HOW 5
HOW 6
HOW 7
Key Elements

Translation For Action Hows

Hows
Xs
Need 1 5
Need 2 5
Need 3 3
WHAT'S HOW'S Need 4 4
Need 5 2
Need 6 4
Need 7 1

Satisfy the Customer Needs

 Correlation
Impact Of The Hows On Each Other
Matrix

Correlation Matrix
Strong Positive
Positive

Information
Negative

HOW 5
HOW 1
HOW 2
HOW 3
HOW 4

HOW 6
HOW 7
Strong Negative

Need 1 5 H L L M 65
Need 2 5 H 45
Need 3 3 M M L 21
Need 4 4 H 36
Need 5 2 L M 8
Need 6 4 M L H 52
Need 7 1 L M 4

40 psi
3 mils

1 mm
8 atm
12 in.
3 lbs

3
57 41 48 13 50 6 21
Conflict Resolution
 3.Relating Customer & Design Attributes
Symbolically we determine whether there is NO relationship, a WEAK
one, MODERATE one, or STRONG relationship between each Customer
Attribute and each Design Attribute.
The PURPOSE it to determine whether the final Design Attributes
adequately cover Customer Attributes.
LACK of a strong relationship between A customer attribute and any
design attribute shows that the attribute is not adequately addressed or
that the final product will have difficulty in meeting the expressed
customer need.
Similarly, if a design attribute DOES NOT affect any customer attribute,
then it may be redundant or the designers may have missed some
important customer attribute.
 Strength of the Interrelation
Relationship Between the Whats and the
Key Elements:

Hows
H Strong 9
M Medium 3

HOW 1
HOW 2
HOW 3
HOW 4
HOW 5
HOW 6
HOW 7
L Weak 1
Transfer Function
Y = f(X) Need 1 5 H L L M
Need 2 5 H
Need 3 3 M M L
Need 4 4 H
Need 5 2 L M
Need 6 4 M L H
Need 7 1 L M

Untangling The Web

 4. Add Market Evaluation & Key Selling Points
This step includes identifying importance ratings for each customer
attribute AND evaluating existing products / services for each of the
attributes.
Customer importance ratings represent the areas of greatest interest
and highest expectations AS EXPRESSED BY THE CUSTOMER.
Competitive evaluation helps to highlight the absolute strengths and
weaknesses in competing products.
This step enables designers to seek opportunities for improvement
and links QFD to a companys strategic vision and allows priorities
to be set in the design process.
 5. Evaluate Design Attributes of Competitive
Products & Set Targets.
This is USUALLY accomplished through in-house testing and then
translated into MEASURABLE TERMS.
The evaluations are compared with the competitive evaluation of
customer attributes to determine inconsistency between customer
evaluations and technical evaluations.
For example, if a competing product is found to best satisfy a customer
attribute, but the evaluation of the related design attribute indicates
otherwise, then EITHER the measures used are faulty, OR else the
product has an image difference that is affecting customer perceptions.
On the basis of customer importance ratings and existing product
strengths and weaknesses, TARGETS and DIRECTIONS for each design
attribute are set.
Information: How Much
Target Values for the
Hows

HOW 1
HOW 2
HOW 3
HOW 4
HOW 5
HOW 6
HOW 7
Note the Units
Need 1 5 H L L M 65
Need 2 5 H 45
Need 3 3 M M L 21
Need 4 4 H 36
Need 5 2 L M 8
Need 6 4 M L H 52
Need 7 1 L M 4

40 psi
3 mils

1 mm
8 atm
12 in.
3 lbs
How Much

3
57 41 48 13 50 6 21

Consistent Comparison
 Target Direction Information On The HOW'S
More Is Better
Less Is Better

HOW 6
HOW 1
HOW 2
HOW 3
HOW 4
HOW 5

HOW 7
Information :

Specific Amount
Need 1 5 H L L M 65
Need 2 5 H 45
Need 3 3 M M L 21
Need 4 4 H 36
Need 5 2 L M 8
Need 6 4 M L H 52
Need 7 1 L M 4

57 41 48 13 50 6 21

The Best Direction

 6. Select Design Attributes to be Deployed in the
Remainder of the Process
This means identifying the design attributes that:
have a strong relationship to customer needs,
have poor competitive performance,
or are strong selling points.
These attributes will need to be DEPLOYED or TRANSLATED
into the language of each function in the design and
production process so that proper actions and controls are
taken to ensure that the voice of the customer is maintained.
Those attributes not identified as critical do not need such
rigorous attention.
Technical Importance Which Hows are Key
Where Should The Focus Lie

HOW 4
HOW 1
HOW 2
HOW 3

HOW 5
HOW 6
HOW 7
CI = Customer Importance
Key Elements:

Strength is measured on a 9, 3, 1, 0
Scale
Need 1 CI 45 5 5 15
Need 2 5 45
Need 3 3 9 9 3
Need 4 4 36
Need 5 2 2 6
Need 6 4 12 4 36
Need 7 1 1 M

TI = Scolumn
(CI *Strength) 57 41 48 13 50 6 21

Ranking The HOW'S

 Are All The Hows
Key Elements :
Completeness Captured

HOW 6
HOW 1
HOW 2
HOW 3
HOW 4
HOW 5

HOW 7
Is A What Really A How

Need 1 CI H L L M 65
Need 2 5 H 45
Need 3 3 M M L 21
Need 4 4 H 36
Need 5 2 L M 8
Need 6 4 M L H 52
Need 7 1 L M 4

CC = S(CI
row
*Strength)
57 41 48 13 50 6 21

Have We Captured the HOW'S

 Using the House of Quality
The voice of the customer MUST be carried THROUGHOUT the
production process.
Three other houses of quality are used to do this and, together
with the first, these carry the customers voice from its initial
expression, through design attributes, on to component
attributes, to process operations, and eventually to a quality
control and improvement plans.
In Japan, all four are used.
The tendency in the West is to use only the first one or two.
 1 Design Attributes
Attributes
Customer

2
Attributes Component Attributes
Design

3
Component Process Operations
Attributes

4 Quality Control Plan

The Hows at One Level Become the

Whats at the Next Level
 The Cascading Voice of the Customer
HOWS NOTES:
Design Attributes are also called Functional Requirements
Component Attributes are also called Part Characteristics
Process Operations are also called Manufacturing
Processes and the Quality Control Plan refers to Key
Process Variables.

Y
Critical to Quality
Characteristics
(CTQs)

Key Manufacturing
Processes

X
Key Process Variables
Common QFD Pitfalls QFD On Everything
Set the Right Granularity
Dont Apply To Every Last Project
Inadequate Priorities
Lack of Teamwork
Wrong Participants
Lack of Team Skills
Lack of Support or Commitment
Too Much Chart Focus
Hurry up and Get Done
Failure to Integrate and Implement QFD
 Review Current Status
At Least Quarterly
Monthly on 1 Yr Project
HOW 1 Weekly on Small Projects
HOW 2
HOW 3
HOW 4
HOW 5
HOW 6

Need 1 5 H L L HOW 7
M 65
Need 2 5 H 45
Need 3 3 M M L 21
Need 4 4 H 36
Need 5
Need 6
2
4 M
L
L H
M 8
52
The Static QFD
Need 7 1 L M 4
40 psi
3 mils

1 mm
8 atm
12 in.
3 lbs

57 41 48 13 50 6 21
 Points to Remember
The process may look simple, but requires effort.
Many entries look obviousafter theyre written down.
If there are NO tough spots the first time: It Probably Isnt
Being Done Right!!!!
Focus on the end-user customer.
Charts are not the objective. Charts are the means for
achieving the objective.
Find reasons to succeed, not excuses for failure.
Remember to follow-up afterward