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
Quality
Features
Attributes
Qualities

KI

NO

Function
Mechanization

TEN

KAI
Deployment
Diffusion
Development
Evolution

= QFD

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.

Proactive product development is better than reactive product development. QFD can help
a company move toward a more proactive approach.

Quality is a responsibility of everyone in the organization. QFD is a team methodology

which encourages a broader employee involvement and focus.

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
3M CALLS THEM
CUSTOMER DELIGHTS

Spoken
Measurable
Range of Fulfillment

QFD
QFD focuses
focuses on
on
Performance
Needs
Performance Needs
and
and unmet
unmet Basic
Basic
Needs
Needs
Unspoken
Taken For granted
Basic
Spoken If Not Met

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
- Planning Tool
- Customer Driven
- Proactive
- Cross Functional Teams

Taguchi Methods
FMEAs
Fault Tree Analysis
Cause-Effect Diagram
Pareto
Benchmarking
Pugh Concept Selection
Etc

SPC
Check Sheets
- Monitor
- Continuous Improvement
- 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 arent satisfied
with your product or service.
2 Market share has been consistently declining.
3 Extended development time due to excessive
redesign, problem solving, or fire fighting.
4 Lack of a true customer focus in your product
development process.
5 Poor communications between departments or
functions.
(Over-the -wall product development).
6 Lack of efficient and/or effective teamwork.

1.Complex Product Development Initiatives

1.Communications Flow Down Difficult
2.Expectations Get Lost
2.New Product Initiatives / Inventions
1.Lack of Structure or Logic to the Allocation of
Development Resources.
3.Large Complex or Global Teams
1.Lack of Efficient And/or Effective Processes
2.Teamwork Issues
4.Extended Product Development Times
1.Excessive Redesign
2.Changing Team
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
90% Complete

Production
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

TOYOTA PRODUCTION
START UP PROBLEMS

Fewer Start-Up Problems

Before QFD

After QFD

-5

-4

-3

Months

-2

-1

Production
Start

Introduction to Quality Function Deployment

Lower Start-Up
Costs

Toyota Production Start-Up Costs

JAN 1977
INDEX = 100
PREPARATION
(TRAINING)

LOSS

OCT 197
INDEX = 80
NOV 1982
INDEX =62

APRIL 1984
INDEX = 39

Production Start

Introduction to Quality Function Deployment

Fewer Field
Problems

Toyota European
Rust Warranty
4x
Profit

Before
QFD

After
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
(Of Quality/Features)

VERY SATISFIED

EXCITEMENT

UNEXPECTED, PLEASANT
SURPRISES
3M CALLS THEM CUSTOMER
DELIGHTS

DID NOT
DO AT ALL

UNSPOKEN
SPOKEN

DEGREE OF
AGREEMENT

PERFORMANCE
FULLY ACHIEVED

ONE-DIMENSIONAL
MOST MARKET
RESEARCH

BASIC

UNSPOKEN

TIME

EXPECTED
TYPICAL OF
INVISIBLE PRODUCTS

VERY DISSATISFIED

Introduction to Quality Function Deployment

Voice of
the customer

Translating
for action

WHAT

WHAT

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.

HOW

Introduction to Quality Function Deployment

UNTANGLING
THE WEB

COMPLEX
RELATIONSHIPS
WHAT

HOW

HOW
WHAT

RELATIONSHIPS

Introduction to Quality Function Deployment

HOW
Process / Product

Kinds of
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
5

GOOD

RELATIONSHIPS

CONFLICT!

HOW MUCH
GOOD

BAD

5
4
3
2
1

COMPETITIVE ASSESSMENTS

Introduction to Quality Function Deployment

HOW
=1
=3

WHAT

=9

5
3
2
1
5

RELATIONSHIPS

2
4

IMPORTANCE RATINGS

HOW MUCH

33 89
21 18

13

21

25

Introduction to Quality Function Deployment

The
The Four
Four Phases
Phases of
of QFD
QFD

Introduction to Quality Function Deployment

HOW

WHAT

RELATIONSHIPS

HOW

HOW MUCH

WHAT

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
MEASURES

NEW

PART
CHARACTERISTICS

NEW

KEY PROCESS
OPERATIONS

NEW

PRODUCTION
REQUIREMENTS

Introduction to Quality Function Deployment

Deploying the Voice of the Customer

WEATHER
STRIP

DOOR CLOSE
EASILY

CLOSING
EFFORT @
7 FT LBS

ETC

COMP LOAD
DEFL

RPM
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

Spans a major portion of the product

development process

Push for progress, but not too hard

Identify key milestones

Be realistic

Review the charts - make sure you

understand

Major projects will require 50-60 hours

of meetings

Set priorities if needed

Meetings are used to coordinate

activities and update charts

Help the team through the rough

spots

Most of the work happens outside the

meetings

Keep asking the right questions

Provide the time

Demonstrate your commitment

Introduction to Quality Function Deployment

Common Pitfalls

What to look for

QFD on everything

Inadequate priorities

Lack of teamwork
Wrong participants
Turf issues
Lack of team skills
Lack of support

Too much chart focus

Handling trade-offs

Too many relationships

More than 50% relationships make it hard
to prioritise

Too much internal focus

Stuck on tradition

Opportunities to excel

Hurry up and get done

Negative correlations
Try to eliminate
Trade off if needed

Failure to integrate QFD

Conflicting competitive assessments

Blank rows
Unfulfilled customer wants
Blank columns
Unnecessary requirements
Incomplete customer wants
Rows or columns with only weak
relationships
Banking a lot on maybes
Unmeasurable HOWs
Difficult to do what cant be measured

Introduction to Quality Function Deployment

Some Right Questions

Points to
Remember

How was the voice of the customer

determined?

How were the design requirements (etc)

determined? Challenge the usual in-house
standards.

Many of the entries look obvious - after they

are written down.

If there arent some tough spots the first

time, it probably isnt being done right!

Focus on the end-user customer.

Charts are not the objective.

Charts are the means of achieving the

objective.

Find reasons to succeed, not excuses for

failure.

How do we compare to our competition?

What opportunities can we identify to gain

a competitive edge?

What further information do we need?

How can we get it?

The process may look simple, but requires

effort.

How can we proceed with what we have?

What trade-off decisions are needed?

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