Quality

Function
Deployment
(QFD)
 Outline
Introduction
QFD Team
Benefits Of QFD
Voice Of The Customer
House Of Quality
Building A House Of Quality
QFD Process
Summary
 QFD Team
Significant Amount Of Time
Communication
Two Types Of Teams
New Product
Improve Existing Product
Marketing, Design, Quality, Finance,
Production, Etc.
 Benefits Of QFD
Customer Driven
Reduces Implementation Time
Promotes Teamwork
Provides Documentation
 Customer Driven
Creates Focus On Customer Requirements
Uses Competitive Information Effectively
Prioritizes Resources
Identifies Items That Can Be Acted On
Structures Resident Experience/Information
 Reduces Implementation Time
Decreases Midstream Design Change
Limits Post Introduction Problems
Avoids Future Development Redundancies
Identifies Future Application Opportunities
Surfaces Missing Assumptions
 Promotes Teamwork
Based On Consensus
Creates Communication At Interfaces
Identifies Actions At Interfaces
Creates Global View-Out Of Details
 Provides Documentation
Documents Rationale For Design
Is Easy To Assimilate
Adds Structure To The Information
Adapts To Changes (Living Document)
Provides Framework For Sensitivity
Analysis
 Voice Of The Customer
Driving Force Behind QFD
Customer Dictates Attributes Of Product
Customer Satisfaction
Meeting Or Exceeding Customer Expectations
Customer Expectations Can Be Vague &
General In Nature
Customer Expectations Must Be Taken
Literally, Not Translated Into What The
Organization Desires
 Collecting Customer
Information
What Does Customer Really Want ?
What Are Customers Expectations ?
Are Customers Expectations Used
To Drive Design Process ?
What Can Design Team Do To
Achieve Customer Satisfaction?
Types Of Customer Information
Solicited, Measurable, Routine
Cus. & Market Surveys, Trade Trials
Unsolicited, Measurable, Routine
Customer Complaints, Lawsuits
Solicited, Subjective, Routine
Focus Groups
Solicited, Subjective, Haphazard
Trade & Cus. Visits, Indep. Consultants
Unsolicited, Subjective, Haphazard
Conventions, Vendors, Suppliers
 House Of Quality

Interrelationship
between
Technical Descriptors

Technical Descriptors
(Voice of the organization)

Requirements
Requirements
(Voice of the

Prioritized
Customer)

Customer
Customer

Relationship between
Requirements and
Descriptors

Prioritized Technical
Descriptors
Building A House Of Quality
List Customer Requirements (Whats)
List Technical Descriptors (Hows)
Develop Relationship (Whats & Hows)
Develop Interrelationship (Hows)
Competitive Assessments
Prioritize Customer Requirements
Prioritize Technical Descriptors
Customer Requirements
(WHATs)
Primary

Secondary

Tertiary
Customer Requirements (Whats)
Technical Descriptors
(HOWs)
Primary

Secondary

Tertiary
Technical Descriptors (Hows)
 Relationship Matrix
Technical
Descriptors
Primary

Secondary Secondary
Primary

Relationship between
Customer
Requirements and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

+9 Strong
+3 Medium
+1 Weak
 Correlation Matrix
Interrelationship between Technical
Descriptors (correlation matrix)
HOWs vs. HOWs
Technical
Descriptors +9 Strong Positive
+3 Positive
Primary
-3 Negative
Secondary -9 Strong Negative
Secondary
Primary

Relationship between
Customer Requirements
and
Requirements

Technical Descriptors
Customer

WHATs vs. HOWs

5
3
Requirements

Relationship between
1
Customer

Customer Requirements
2
and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
+1 Weak

Ours

Assessment Bs
Competitive As
Customer
Technical Competitive Assessment

5
3
Requirements

Relationship between
Customer

1
Customer Requirements
2
and
5 Technical Descriptors
1 WHATs vs. HOWs
4
4 +9 Strong
+3 Medium
Technical Our 1 3 4 2 1 2 1 4
+1 Weak
Competitive As
Assessment Bs

Our

Bs
As
Assessment
Competitive
Customer
 Relationship between
Technical
Descriptors Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive 5 7 5 1.2
-3 3 3 3 1.5

Requirements
Negative
Requirements

Prioritized
Customer
1 9 2 1
Customer

-9 Strong Negative
2 10 3 1.5 1 15
5 2 5 1 1.5 3
1 4 2 1
4 8 4 1.5
4 1 4 1
Technical Our 1 3 4 21 2 1 4

Customer Importance
Competitive As

Our
Assessment

Bs
As
Bs

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty 1 8 4 2 9 8 2 5

Target Value
Assessment
Target Value 2 3 4 31 3 1 5

Competitive

Sales Point
Customer
Absolute Weight and Percent 90
Relative Weight and Percent 133
Prioritized Technical
Descriptors
 Phase I
Product Planning
Design
Requirements Requirements
Customer
 Phase II
Part Development
Part Quality
Characteristics
Requirements
Design
 Phase III
Process Planning
Key Process
Characteristics Operations
Part Quality
 Phase IV
Production Planning
Production
Requirements
Key Process
Operations

Production Launch