Introduction

Introduction to
to
Quality
Quality Function
Function Deployment
Deployment
Introduction to Quality Function Deployment

 What is QFD?
 Benefits of QFD
 QFD Methodology
 The Four Phases
 Product Planning
 Design Deployment
 Manufacturing Process Planning
 Production Planning
 Managing the QFD Process
Introduction to Quality Function Deployment

What
What is
is QFD?
QFD?
Introduction to Quality Function Deployment

QFD from the Japanese -

HIN SHITSU KI NO TEN KAI

Quality
Features Function
Deployment
Diffusion
= QFD
Attributes Mechanization Development
Qualities Evolution

Quality Function Deployment - “Customer Driven

Product / Process Development”
Introduction to Quality Function Deployment

Definition of Quality Function Deployment :

There is no single, right definition for QFD; this one captures its
essential meaning:
A system for translating customer requirements into appropriate
company requirements at each stage from research and product
development to engineering and manufacturing to marketing/sales
and distribution

Prerequisites to QFD are ‘Market Research’ and ‘VOC gathering’.

As QFD is the process of building capability to meet or exceed customer demands, understanding the
market, knowing the various customer segments. what each customer segment wants, how important
these benefits are, and how well different providers of products address these benefits are some of the
key precursors to a successful QFD. These are prerequisites because it is impossible to consistently
provide products / services which will attract customers unless you have a very good understanding of
what they want.
Introduction to Quality Function Deployment

Why was QFD developed?

QFD was developed in Japan in the late 1960s by Professors Yoji Akao and Shigeru Mizuno.
The Professors aimed at developing a quality assurance method that would design customer satisfaction into a
product before it was manufactured. Prior quality control methods like Ishikawa were primarily aimed at fixing a
problem during or after manufacturing.

Key Rationale:

1 Customers are our number one concern. Satisfied customers keep us in business.
Therefore, we must have an excellent understanding of their needs.
2 Proactive product development is better than reactive product development. QFD can help
a company move toward a more proactive approach.
3 Quality is a responsibility of everyone in the organization. QFD is a team methodology
which encourages a broader employee involvement and focus.
4 The QFD methodology helps an organization determine the most effective applications for
many engineering and analytical tools such as: Design of Experiments, Failure Analysis and
Statistical Process Control.
Introduction to Quality Function Deployment

Where does QFD fit? • UNEXPECTED,

PLEASANT
SURPRISES
Satisfied • 3M CALLS THEM
Customer CUSTOMER DELIGHTS


 Spoken
 Measurable
Range of Fulfillment
Excitement
Needs
QFD
QFD focuses
focuses on
on
Performance Needs
Performance Needs
Don’t Have Included
Don’t Do Do Well
and
and unmet
unmet Basic
Basic
Needs
Needs
Unspoken
Performance Taken For granted
Basic
Needs Spoken If Not Met

Basic
Needs Dissatisfied
Customer

RECOGNIZE
RECOGNIZE 1)
1)The
TheImpact
Impactof
ofNeeds
Needson
onthe
theCustomer
Customer
2)
2)That
ThatCustomer
CustomerNeeds
NeedsChange
ChangeWith
WithTime
Time
3)
3)The
Theimpact
impactof
ofCommunication
Communicationof
ofCustomer
CustomerWants
WantsThroughout
Throughout
the
theOrganization
Organization
Introduction to Quality Function Deployment

Where does QFD fit?

Six Sigma / TQM

Strategic Issues - Technical Tools - Cultural Change

Quality Improvement Tools

QFD • Taguchi Methods • SPC
• FMEA’s
- Planning Tool
• Fault Tree Analysis • Check Sheets
- Customer Driven • Cause-Effect Diagram
- Proactive • Pareto - Monitor
• Benchmarking - Continuous Improvement
- Cross Functional Teams • Pugh Concept Selection
• Etc - Hold the “Gains”
Introduction to Quality Function Deployment

QFD Overview Customer Requirements

Converted to

Company Measures

Converted to

Part Characteristics (Design)

Converted to

Manufacturing Process

Converted to

Production Requirements
(Day to Day Operations)
Introduction to Quality Function Deployment

When should QFD be used?

1 Customers are complaining or aren’t satisfied 1.Complex Product Development Initiatives

with your product or service. 1.Communications Flow Down Difficult
2.Expectations Get Lost
2 Market share has been consistently declining.
2.New Product Initiatives / Inventions
3 Extended development time due to excessive
1.Lack of Structure or Logic to the Allocation of
redesign, problem solving, or fire fighting. Development Resources.
4 Lack of a true customer focus in your product 3.Large Complex or Global Teams
development process. 1.Lack of Efficient And/or Effective Processes
5 Poor communications between departments or 2.Teamwork Issues
functions. 4.Extended Product Development Times
(Over-the -wall product development). 1.Excessive Redesign
2.Changing Team
6 Lack of efficient and/or effective teamwork. 3.Problem Solving, or Fire Fighting.
Introduction to Quality Function Deployment

BENEFITS
BENEFITS OF
OF QFD
QFD
Introduction to Quality Function Deployment

Change Comparison

Fewer and Earlier Changes Reactive

Company

Proactive
Company

Time - 14 Months Production

90% Complete Start
Introduction to Quality Function Deployment

Less Time in Development

PRODUCT DEVELOPMENT CYCLE TIME

REDUCTION

1/3 TO 1/2
Introduction to Quality Function Deployment

Fewer Start-Up Problems TOYOTA PRODUCTION

START UP PROBLEMS

Before QFD

After QFD

-5 -4 -3 -2 -1 0 1 2 3 4 5 6

Months Production
Start
Introduction to Quality Function Deployment

Lower Start-Up Costs

Toyota Production Start-Up Costs

JAN 1977
INDEX = 100
PREPARATION LOSS
(TRAINING)

OCT 197
INDEX = 80

NOV 1982
INDEX =62

APRIL 1984
INDEX = 39

Production Start
Introduction to Quality Function Deployment

Fewer Field
Toyota European
Problems Rust Warranty

4x
Profit

Before After
QFD QFD
Introduction to Quality Function Deployment

Satisfied
Customers

Focus on
Customer Satisfaction
Introduction to Quality Function Deployment

Competitive Advantages

• Fewer and Earlier Changes

• Shorter Development Time
• Fewer Start-up Problems
• Lower Start-up Cost
• Warranty Reduction
• Knowledge Transfer
• Customer Satisfaction

The
The bottom
bottom line
line of
of QFD
QFD is
is higher
higher quality,
quality, lower
lower cost,
cost, shorter
shorter
timing
timing and
and aa substantial
substantial marketing
marketing advantage.
advantage.
Introduction to Quality Function Deployment

QFD
QFD METHODOLOGY
METHODOLOGY
Introduction to Quality Function Deployment

House of Quality
DOOR SYSTEM QFD
PRODUCT PLANNING MATRIX
Introduction to Quality Function Deployment
CUSTOMER
SATISFACTION
KANO MODEL
VERY SATISFIED EXCITEMENT
(Of Quality/Features)
• UNEXPECTED, PLEASANT
SURPRISES
• 3M CALLS THEM CUSTOMER
DELIGHTS

UNSPOKEN
DID NOT
DO AT ALL DEGREE OF
SPOKEN
AGREEMENT
PERFORMANCE

• ONE-DIMENSIONAL FULLY ACHIEVED

• MOST MARKET
BASIC
RESEARCH
UNSPOKEN • EXPECTED
• TYPICAL OF
‘INVISIBLE’ PRODUCTS

VERY DISSATISFIED
TIME
Introduction to Quality Function Deployment

Voice of
the customer Translating
for action
WHAT WHAT HOW

The items contained in this list are

usually very general, vague and
difficult to implement directly - they
require further detailed definition.
One such item might be good ride
which has a wide variety of meanings
to different people.
This is a highly desirable product
feature, but is not directly actionable.
Introduction to Quality Function Deployment

COMPLEX UNTANGLING
RELATIONSHIPS THE WEB

HOW
WHAT HOW

WHAT

RELATIONSHIPS
Introduction to Quality Function Deployment

HOW Kinds of
‘Process / Product’ Relationships

WHAT
Customer Wants (CTQs)

STRONG relationship
MEDIUM relationship
WEAK relationship
Introduction to Quality Function Deployment

How much is enough?

HOW

WHAT

RELATIONSHIPS

HOW MUCH
Introduction to Quality Function Deployment

Correlation Matrix
Strong Positive
Positive
Negative
Strong Negative

HOW
WHAT

RELATIONSHIPS

HOW MUCH
Introduction to Quality Function Deployment

HOW

= OUR COMPANY
= COMPETITOR #1
= COMPETITOR #2

WHAT BAD
1 2 3
GOOD
4 5

RELATIONSHIPS

CONFLICT!

HOW MUCH COMPETITIVE ASSESSMENTS

GOOD 5
4
3
2
BAD 1
Introduction to Quality Function Deployment

HOW

=1
=3
WHAT =9
5
3
2
1
5
RELATIONSHIPS
2
4
2 IMPORTANCE RATINGS

HOW MUCH

33 89 9 13 21 25 21 18
Introduction to Quality Function Deployment

The
The Four
Four Phases
Phases of
of QFD
QFD
Introduction to Quality Function Deployment
HOW

WHAT

RELATIONSHIPS

HOW

 WHAT


HOW MUCH

RELATIONSHIPS

HOW MUCH
Introduction to Quality Function Deployment

Deploying the “Voice of the Customer”

PHASE 1 PHASE 11 PHASE 111 PHASE IV

PRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING

COMPANY PART KEY PROCESS PRODUCTION

MEASURES CHARACTERISTICS OPERATIONS REQUIREMENTS

NEW NEW NEW

Introduction to Quality Function Deployment

Deploying the “Voice of the Customer”

WEATHER
STRIP

DOOR CLOSE CLOSING

EASILY EFFORT @ COMP LOAD
7 FT LBS RPM
DEFL
ETC EXTRUDER

ETC

PHASE 1 PHASE 11 PHASE 111 PHASE IV

PRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING
Introduction to Quality Function Deployment

Managing
Managing the
the QFD
QFD Process
Process
Introduction to Quality Function Deployment

Management Support of the Team Timing

• Provide the time • Spans a major portion of the product

• Demonstrate your commitment development process
• Push for progress, but not too hard • Identify key milestones
• Be realistic • Major projects will require 50-60 hours
of meetings
• Review the charts - make sure you
understand • Meetings are used to coordinate
activities and update charts
• Set priorities if needed
• Most of the work happens outside the
• Help the team through the rough
meetings
spots
• Keep asking the right questions
Introduction to Quality Function Deployment

What to look for Common Pitfalls

• Blank rows • QFD on everything

Unfulfilled customer wants
• Inadequate priorities
• Blank columns
Unnecessary requirements • Lack of teamwork
Incomplete customer wants Wrong participants
Turf issues
• Rows or columns with only weak relationships Lack of team skills
Banking a lot on “maybe’s” Lack of support

• Unmeasurable “HOWs” • Too much “chart focus”

Difficult to do what can’t be measured
• Handling trade-offs
• Too many relationships
More than 50% relationships make it hard to • Too much internal focus
prioritise
• “Stuck on tradition”
• Opportunities to excel
• “Hurry up and get done”
• Negative correlations
Try to eliminate • Failure to integrate QFD
Trade off if needed

• Conflicting competitive assessments

Introduction to Quality Function Deployment

Some “Right Questions” Points to Remember

• How was the voice of the customer • The process may look simple, but requires
determined? effort.

• How were the design requirements (etc) • Many of the entries look obvious - after
determined? Challenge the usual in-house they are written down.
standards.
• If there aren’t some “tough spots” the first
• How do we compare to our competition? time, it probably isn’t being done right!

• What opportunities can we identify to gain • Focus on the end-user customer.

a competitive edge?
• Charts are not the objective.
• What further information do we need?
How can we get it? • Charts are the means of achieving the
objective.
• How can we proceed with what we have?
• Find reasons to succeed, not excuses for
• What trade-off decisions are needed? failure.

• What can I do to help?

Introduction to Quality Function Deployment

THANK
THANK YOU!
YOU!

Have a look at some of the service industry applications of QFD: http://www.mazur.net/publishe.htm