introduction to Quality Functional Deployment (QFD).ppt

qfd

1. Quality Functional Quality Functional
Deployment (QFD)Deployment (QFD)
Using Teamwork for the CustomerUsing Teamwork for the Customer
Chapter 12Chapter 12
Kipp ReynoldsKipp Reynolds
February 28, 2007February 28, 2007

2. QFD – DefinitionQFD – Definition
•““Planning tool used to fulfill customer Planning tool used to fulfill customer
expectation”expectation”
•Team Based Team Based
–Cross FunctionalCross Functional
•Voice of the CustomerVoice of the Customer
–ExpectationsExpectations
–RequirementsRequirements
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

3. QFD – UsesQFD – Uses
•Product Planning Product Planning
•Part Development Part Development
•Process PlanningProcess Planning
•Production PlanningProduction Planning
•Service IndustriesService Industries
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

4. QFD – BenefitsQFD – Benefits
•Improved Customer SatisfactionImproved Customer Satisfaction
–Identifies Basic Needs (Customer Requirements)Identifies Basic Needs (Customer Requirements)
–Focus on areas where most improvement is needed Focus on areas where most improvement is needed
•Reduces Implementation TimeReduces Implementation Time
–Decrease design changes Decrease design changes
•Promote TeamworkPromote Teamwork
•Provides DocumentationProvides Documentation
–Data for future designsData for future designs
•Figure 12-1 pp. 318Figure 12-1 pp. 318
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

5. QFD – Information SourcesQFD – Information Sources
•Customer Information comes from a combination of Customer Information comes from a combination of
three pairs of sourcesthree pairs of sources
–Solicited or UnsolicitedSolicited or Unsolicited
–Quantitative or QualitativeQuantitative or Qualitative
–Structured or RandomStructured or Random
•Figure 12-2 pp. 320Figure 12-2 pp. 320
•Use an Affinity Diagram (Chp. 17)Use an Affinity Diagram (Chp. 17)
–Organizes information into logical groupsOrganizes information into logical groups
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

6. QFD – Construction of the HouseQFD – Construction of the House
•QFD is also called the “House of Quality”QFD is also called the “House of Quality”
–Because it looks like a houseBecause it looks like a house
•WallsWalls
•RoofRoof
•CeilingCeiling
•FloorFloor
•InteriorInterior
•Like any house construction, following the plans Like any house construction, following the plans
(steps) correctly will result in a good strong (steps) correctly will result in a good strong
house (Quality). house (Quality).
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

7. QFD – Plans (Steps) QFD – Plans (Steps)
•Sevens Steps to Constructing the Sevens Steps to Constructing the
House of QualityHouse of Quality
1.1.List Customer Requirements (WHATs)List Customer Requirements (WHATs)
2.2.List Technical Descriptors (HOWs)List Technical Descriptors (HOWs)
3.3.Develop a Relationship Matrix between WHATs and Develop a Relationship Matrix between WHATs and
HOWsHOWs
4.4.Develop the Interrelationship Matrix between HOWsDevelop the Interrelationship Matrix between HOWs
5.5.Competitive AssessmentCompetitive Assessment
6.6.Develop Prioritized Customer RequirementsDevelop Prioritized Customer Requirements
7.7.Develop Prioritized Technical DescriptorsDevelop Prioritized Technical Descriptors
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

8. QFD – Step 1 QFD – Step 1
•List Customer Requirements (WHATs)List Customer Requirements (WHATs)
•What are theyWhat are they
–Customer Expectations or RequirementsCustomer Expectations or Requirements
•Primary (Broad)Primary (Broad)
•Secondary (Narrow)Secondary (Narrow)
•Tertiary (Very Specific) (May not be necessary)Tertiary (Very Specific) (May not be necessary)
•Why is it importantWhy is it important
–Basis for everything which comes afterBasis for everything which comes after
–Miss this and product/service will not be successful Miss this and product/service will not be successful
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

9. QFD – Step 2 QFD – Step 2
•List Technical Descriptors (HOWs)List Technical Descriptors (HOWs)
•What are theyWhat are they
–Characteristics which affect the WHATs Characteristics which affect the WHATs
•Primary (Broad)Primary (Broad)
•Secondary (Narrow)Secondary (Narrow)
•Tertiary (Very Specific) (May not be necessary)Tertiary (Very Specific) (May not be necessary)
•Why is it importantWhy is it important
–Translates the Customer Language in Technical Translates the Customer Language in Technical
LanguageLanguage
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

10. QFD – Step 3 QFD – Step 3
•Develop a Relationship Matrix between WHATs and Develop a Relationship Matrix between WHATs and
HOWsHOWs
•What is itWhat is it
–Strength of relationship between specific WHATs and HOWsStrength of relationship between specific WHATs and HOWs
•+9 Strong (Symbol: ●)+9 Strong (Symbol: ●)
•+3 Medium (Symbol: ○)+3 Medium (Symbol: ○)
•+1 Weak (Symbol: +1 Weak (Symbol: ΔΔ))
• 0 Not Applicable (No Symbol0 Not Applicable (No Symbol))
•Why is it importantWhy is it important
–Determine trade-offs between conflicting characteristicsDetermine trade-offs between conflicting characteristics
–Determines absolute weight at the bottom of the houseDetermines absolute weight at the bottom of the house
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

11. QFD – Step 4 QFD – Step 4
•Develop the Interrelationship Matrix between HOWs Develop the Interrelationship Matrix between HOWs
(Correlation Matrix)(Correlation Matrix)
•What is itWhat is it
–Strength of relationship between specific WHATs and HOWsStrength of relationship between specific WHATs and HOWs
•+9 Strong Positive (Symbol: ●)+9 Strong Positive (Symbol: ●)
•+3 Positive (Symbol: ○)+3 Positive (Symbol: ○)
•-3 Negative (Symbol: X)-3 Negative (Symbol: X)
•-9 Strong Negative (Symbol: *)-9 Strong Negative (Symbol: *)
•Why is it importantWhy is it important
–Determine which HOWs support each other and which are in Determine which HOWs support each other and which are in
conflictconflict
–Identify points where trade-offs must be madeIdentify points where trade-offs must be made
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

12. QFD – Step 5 QFD – Step 5
•Competitive AssessmentCompetitive Assessment
•What is itWhat is it
–How you rank on the WHATs compared to your How you rank on the WHATs compared to your
competitorscompetitors
–How you rank on the HOWs compared to your How you rank on the HOWs compared to your
competitorscompetitors
•Each is on a scale 1 (worst) – 5 (best)Each is on a scale 1 (worst) – 5 (best)
–Must be congruence between WHATs and HOWsMust be congruence between WHATs and HOWs
•Why is it importantWhy is it important
–Determine if customer requirements are being metDetermine if customer requirements are being met
–Focus on areas of needed improvementFocus on areas of needed improvement
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

13. QFD – Step 6 QFD – Step 6
•Develop Prioritized Customer RequirementsDevelop Prioritized Customer Requirements
•What is itWhat is it
–Provides Absolute Numeric values to WHATs Provides Absolute Numeric values to WHATs
•Importance to the customerImportance to the customer
–Each is on a scale of 1 (least) – 10 (most)Each is on a scale of 1 (least) – 10 (most)
•Target ValueTarget Value
–Each is on a scale 1 (worst) – 5 (best)Each is on a scale 1 (worst) – 5 (best)
•Scale-up FactorScale-up Factor
–How much improvement is necessary to get to the Target Value (Calc)How much improvement is necessary to get to the Target Value (Calc)
•Sales PointSales Point
–Each is on a scale of 1.0 (lowest) – 2.0 (highest)Each is on a scale of 1.0 (lowest) – 2.0 (highest)
•Absolute WeightAbsolute Weight
–CalculationCalculation
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

14. QFD – Step 6QFD – Step 6
•Develop Prioritized Customer Requirements (Cont.)Develop Prioritized Customer Requirements (Cont.)
•Where does the data come fromWhere does the data come from
–CustomerCustomer
•Focus GroupsFocus Groups
•Why is it importantWhy is it important
–Determines guide for the planning phase of product Determines guide for the planning phase of product
developmentdevelopment
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

15. QFD – Step 7QFD – Step 7
•Develop Prioritized Technical DescriptorsDevelop Prioritized Technical Descriptors
•What is itWhat is it
–Provides objectives for subsequent designs and means to Provides objectives for subsequent designs and means to
objectively assess progress and minimize subjective opinions on objectively assess progress and minimize subjective opinions on
the HOWs. the HOWs.
•Degree of DifficultyDegree of Difficulty
–Each is on a scale of 1 (least) – 10 (most)Each is on a scale of 1 (least) – 10 (most)
•Target ValueTarget Value
–Each is on a scale 1 (worst) – 5 (best)Each is on a scale 1 (worst) – 5 (best)
•Absolute WeightAbsolute Weight
–CalculationCalculation
•Relative WeightRelative Weight
–CalculationCalculation
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

16. QFD – ProcessQFD – Process
•Develop Prioritized Technical Descriptors (Cont.)Develop Prioritized Technical Descriptors (Cont.)
•Why is it importantWhy is it important
–Higher weight values point to areas where efforts need Higher weight values point to areas where efforts need
focusingfocusing
•Absolute WeightAbsolute Weight
–aa
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ii (Error in Book pp 341; m should be j)(Error in Book pp 341; m should be j)
•Relative WeightRelative Weight
–bb
jj= =
i=1i=1
nn
∑R∑R
ijijdd
ii
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

17. QFDQFD
•Just KiddingJust Kidding

18. QFD – ProcessQFD – Process
•Phase IPhase I
–Product PlanningProduct Planning
•Phase IIPhase II
–Part DevelopmentPart Development
•Phase IIIPhase III
–Process PlanningProcess Planning
•Phase IVPhase IV
–Production PlanningProduction Planning
•HOWs from the previous Phase become WHATs in HOWs from the previous Phase become WHATs in
the next Phasethe next Phase
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed

19. QFD – ConclusionQFD – Conclusion
•Orderly way to obtain and present informationOrderly way to obtain and present information
•Shorter product development cycleShorter product development cycle
•Considerably reduced start-up costsConsiderably reduced start-up costs
•Fewer engineering changesFewer engineering changes
•Reduced chance of oversight in design processReduced chance of oversight in design process
•Environment of teamworkEnvironment of teamwork
•Consensus decisionsConsensus decisions
•Everything is preserved in writingEverything is preserved in writing
Source: Besterfiled et al, (2003). Total Quality Management. 3
rd
Ed