Master of Engineering in Manufacturing

Advanced

CONCURRENT ENGINEERING

Trimester 2 2009/2010

Assignment Title: Quality of Function Deployment

Lecturer name: Dr. FAZLY SALLEH BIN ABAS

09th December 2009

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Students Name:
FARID KEYHANI (1091900093)
Table of Contents

Chapter 1- introduction ..................................................................................................3

What means QFD?.....................................................................................................3
History of QFD ..........................................................................................................3
Why use QFD?...........................................................................................................3
Chapter 2 – research body .............................................................................................4
What is QFD? ............................................................................................................4
Voice of customers ................................................................................................4
House of Quality (HOQ)........................................................................................5
Chapter 3 – Example......................................................................................................9
Chapter 4 - conclusion .................................................................................................13
How to use the House of Quality.............................................................................13
At conclusion ...........................................................................................................13
References................................................................................................................13

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Chapter 1- introduction
What means QFD?
QFD means Quality function deployment. Quality in English means
Excellent, and in Japanese also has meanings of features or attributes too. Quality is
determined by customer expectations, so we can not have quality service or quality
product with out identifying of our customers and discovering their expectations.
Function means that we will meet the expectations of customers, or how our services
or products will work to meet them. Deployment means that how we will manage the
flow of development efforts to make certain that customer expectations drive the
development of our new products and services.

History of QFD

QFD grew in Japan at 1960s by Professors Yoji Akao and Shigeru Mizuno.
The aim of Professor S. Mizuno and Y. Akao was to develop methods of quality
control, which will develop customer satisfaction in the product before it is
manufactured. The introduction of QFD to the U.S.A and Europe began in 1983 when
the American Society for Quality Control published Akao's work in Quality
Progress and Cambridge Research invited Akao to give a QFD seminar in Chicago.

Why use QFD?

It should be used because QFD aims at satisfying customers throughout the
entire process of business products or entire process of business services development
to delivery. It helps the organization to reach agreement on measurement systems and
performance that will meet customer requirements. It is designed to enhance the

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strategic competitiveness of the company. It also determines the priority actions that
businesses should take to meet the spoken and unspoken customer requirements.

Chapter 2 – research body

What is QFD?

QFD is composed of five phases:

1. Listening to Voice Of Customer (VOC).

2. Complete the house of quality (HOQ).
3. Design the product, Determine tolerance of each part of the product so that
it satisfies the target value identified from the HOQ.
4. Design the process, Determine the necessary production process that will
satisfy tolerances established during product design.
5. Control the process, Determine quality standards for the new product
design.

Voice of customers
Actually VOC means Customer needs or what customers want. QFD begins with
gathering the Voices of Customers (VOC), and ends with validating their needs. Figure 1.1
show that how QFD starting with voice of customers.

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House of Quality (HOQ)
House of quality chart used in the collection, compilation and display of
information that has been in the voice of customers.

Quality Function
Deployment’s Correlation 7
House of Quality Matrix

4
Design
Attribute
R s
2 3
1 tt
Customer R Relationships Customer
5 between Perceptions
Needs Customer Needs
and
Design Attributes

6
Costs/Feasibilit
y
8
Engineering Measures

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Step 1: Customer Requirements and Needs
This step completed by the marketing department, because of marketing
department is relationship with customers.

Step 2: Ranking the Requirements

This step involves asking customers to rate the importance of each
requirement using a numerical ranking (from 1 to 10). The ranking is then entered into
the HOQ as shown

Step 3: Comparing Competitors

The benefit of this step is viewing situations where a company’s product is
weaker than its competitor products as assessed by customers. This step also uncovers
which specific requirements to focus on for improvement.

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Step 4: Transforming Customer Requirements into Design Engineering
Characteristics
This section of the HOQ is typically completed by the product design or
engineering department. This information represents the design elements that
correspond to customer-stated needs. This process transforms customer requirements
into specific characteristics to be designed into the product.

Step 5: Determining the Relationship Between Customer Requirements and

Engineering Characteristics
Different indicators are used to depict the level of relationship between the
customer requirements and the design requirements

Step 6: Comparing Competitor Characteristics with Design Engineering

Characteristics
In this step the engineering design characteristics are compared with those of the competitor
products.

Step 7: Completing the HOQ Roof

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 Sometimes two product characteristics have a negative influence on each
other. For example, when one is increased the other is decreased.

Step 8: Weighing the Engineering Characteristics

It is important to weigh the characteristics in order to identify the amount of importance each
characteristic has on the level of customer satisfaction desired. The weight of each
characteristic is derived using the following formula:

W J = SUM(W I X DIJ), where

W J = weight of characteristic J, W I = rate of importance of requirement I (determined in Step

2) and DIJ = point of relationship between characteristic J and requirement I

QFD analysis works in the following stages:

· Determine the customer requirements
· Set priorities (Prioritize) the customer demands
· Translate customer needs into technical specification (technical parameters)
· Complete the relationship matrix
· Benchmarking, or analyzing competing in products
· Rank relative technical difficulty of achieving each technical specification
· Complete the ‘roof’: identify the inter-relations between different
· Determine the engineering specification target values

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 · Prioritize the requirements

Chapter 3 – Example
QFD for an Ice tea maker

I use the QFD for an ice tea maker that study how to improve its design. The
operation is as follows: Add tea leaves to the steeping basket, and cool water to the
tank, and switch on the machine. The water from the tank enters the heating chamber,
where an electrical coil boils it. The steam pushes the how water through a tube to the
steeping basket. The hot water seeps through the tea leaves, and the tea drips down
into the jar. Finally, the ice-tea is prepared by adding sugar, lemon, and ice to the tea
in the jar, and mixing.

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Based on surveys, the customer requirements are identified; subsequent analysis of
the
surveys yields the relative importance. Based on the engineering analysis of the
design,
the corresponding technical features that must be modified are identified. Usually, for
each customer requirement, there will be one or more technical feature.

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NOTES:
· The correlation between the CR’s and TP’s is shown as number values:
Number 9 means high correlation
Number 5 means moderate
Number 3 means weak
A blank cell means that the correlation
· The right hand side shows comparison of consumer preferences to design of
competing products. These numbers are relative, and based on statistics from
customer surveys.
· The ‘roof’ of the House is completed by identification of inter-related TP’s –
there are four types of inter-relationships of concern, these are described in the
table below.
+ STRONG POSITIVE increase in one will increase the other by similar amount
+ POSITIVE increase in one will increase the other a little
- NEGATIVE increase in one will decrease the other a little
- NEGATIVE increase in one will decrease the other by similar mount

· When there are negative correlations, the re-design will involve some conflict
resolution. This means that either a compromise solution must be found by
formulation and solving of some optimization problem, or some design
modules may need to be re-designed so as to eliminate the conflict.
· The technical importance is computed as
6 ( relative importance ) x ( correlation rating )
Thus the importance of “Temperature of water in steeping basket’ = 9x9+2x3 =
87.

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Chapter 4 - conclusion
How to use the House of Quality
Once the house is completely constructed, it provides a guideline for decisions on
which
design features should be modified or upgraded first. If there is unlimited time and
money, we would like to upgrade all the features that can be technically improved.
However, this may not be the best strategy:
(a) A competitor may introduce a new product and capture some of the potential
market
while we are trying to improve our product.
(b) It may be better to provide sequential upgrades to tempt earlier users to buy a new
machines once in every few time periods (for example, digital camera companies used
this technique very effectively in the last few years).
Thus, with budget and time constraints, the House of quality provides the design team
with information to prioritize the important (in terms of customer demand) design
changes.

At conclusion
Tools like QFD have such strong roots in manufacturing that many people in
services either think these tools do not apply to their situation or think they are
simply too complicated. Obviously, the kind of detailed analysis possible with
QFD is just as effective in helping companies understand complex service
processes.

References
· Joseph P. Ficalora and Louis Cohen, Quality Function Deployment and Six
Sigma, Second Edition: A QFD Handbook (Jul 17, 2009), by Prentice Hall, pp
480

· Kevin Otto and Kristin Wood, Techniques in Reverse Engineering and New
Product Development, (2000/11/01), pp 530

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