Quality Function Deployment

Quality Function Deployment
Topics today will include
 Introduction Quality Function

Deployment
 4 Characters of QFD
 How to build a House of Quality
The Problem
 Engineers and customers often speak

different languages
 What the customer wants is translated
into technical specifications
 What is actually wanted by the customer
can be achieved throughout by R&D and
Production Process
The Solution
 QFD [Quality function deployment]

 Customer driven planning process
 Continual focus on the customer guides:
 Design process
 Design of production systems
 Research and development
 Manufacturing
 Marketing
History of QFD
 Developed 1960s in Japan by Dr.Yoji Akao
 First Industrial application
 Mitsubishi’s Kobe shipyard in 1972(oil tanker)
 Toyota developed the concept further shortly
after.
 In use since 1977 at Toyota
 Xerox and Ford initiated use of QFD in 1986
 Today used successfully by:
 GM, Motorola, Kodak, IBM, Procter&Gamble
Toyota’s Success
 January 1977 to October 1979

 20% reduction of start-up cost on a new
model van
 By 1982
 Start-up cost reduced by 38%
 At 1984 comparing the baseline to 1977
 Start-up cost reduced by 61%
Four characters of QFD:
1.
First stage links customer needs to the design attributes
required
QFD is a quality system that implements elements of Systems Thinking

(viewing the development process as a system) and Psychology
(understanding customer needs, what 'value' is, and how customers or
end users become interested, choose, and are satisfied, etc.).

2.
Design attributes form the basis for

actions to achieve these attributes
QFD is a quality method of good Knowledge (how do we

know the needs of the customer? how do we decide
what features to include? and to what level of
performance?)
3.
Arrive at specific decisions to be implemented
QFD is a quality system for strategic competitiveness; it

maximizes positive quality that adds value; it seeks out
spoken and unspoken customer requirements, translate
them into technical requirements, prioritize them and directs
us to optimize those features that will bring the greatest
competitive advantage.
4.
Implementation through process

plans
Quality Function Deployment (QFD) is the only

comprehensive quality system aimed specifically at
satisfying the customer throughout the development
and business process -- end to end.
How To Build a House of
Quality
 Six Steps
1. Identify customer requirements
2. Identify technical requirements
3. Relate the customer requirements to the technical
requirements
4. Conduct an evaluation of competing products or services
5. Evaluate technical requirements and develop targets
6. Determine which technical requirements to deploy in the
remainder of the production / delivery process
House of Quality
http://www.webducate.net
/qfd/qfd-hoq-tutorial.swf
Interrelationships
Technical requirements
Voice Relationship between Priorities of

of Customer customer requirements customer Competitive
and technical requirements requirements evaluation
Priorities of technical
requirements
Step 1: Customer
Requirements
Most critical and most Difficult to capture
difficult step. the essence of the
customer’s needs
and expectations
1.
Voice
of Customer
Step 2: Technical
requirements
The “how's” by
which the company
will respond to the
2. Interrelationships
“what's”, or
customer 2. Technical requirements
requirements
1.
Voice
of Customer
Step 3: Relationship matrix
between customer and technical
requirements
Purpose: to show
whether the final
technical
requirements 2. Interrelationships
adequately address 2. Technical requirements
customer
requirements 3.
1. Relationship between
customer requirements
and technical
Voice
requirements
of Customer
Step 4:Competitor evaluation
and key selling points
Identifies importance
ratings for each customer
requirement and evaluates
competitors’ existing 2. Interrelationships
products or services for
each of them. 2. Technical requirements
3.
4.
1. Relationship between
customer requirements Competitive
and technical requirements evaluation
Voice
of Customer
Step 5: Evaluate technical requirements
of competitive products and services and
develop targets
2. Technical requirements
3. 5.
4.
1. Relationship between Priorities of
customer requirements customer Competitive
Voice
of Customer
Step 6: Select technical
requirements to be deployed in the
remainder of the process
2. Technical requirements
3. 5.
4.
1. Relationship between Priorities of
customer requirements customer Competitive
Voice
of Customer
6. Priorities of technical
requirements
Goals of QFD
 Prioritize spoken and unspoken

customer wows, wants, and needs
 Translate these needs into technical
characteristics and specifications
 Build and deliver a quality product or
service by focusing everybody toward
customer satisfaction
Who uses QFD
 Automotive industries:
 GM, Ford, DaimlerChrysler, Toyota, Nissan,
Honda, Mazda
 Electronic industries:
 IBM, Xerox, AT&T, HP, Apple Computers
 Aerospace
 NASA, Boeing, Lockheed Martin, Airbus

Quality Function Deployment

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Quality Function Deployment

Topics today will include

 Introduction Quality Function

 Engineers and customers often speak

 QFD [Quality function deployment]

 Research and development

 January 1977 to October 1979

QFD is a quality system that implements elements of Systems Thinking

Design attributes form the basis for

QFD is a quality method of good Knowledge (how do we

Arrive at specific decisions to be implemented

QFD is a quality system for strategic competitiveness; it

Implementation through process

Quality Function Deployment (QFD) is the only

Voice Relationship between Priorities of

adequately address 2. Technical requirements

 Prioritize spoken and unspoken

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