Quality%20Function%20Deployment

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Quality Function Deployment

• Chatchada Akarasriworn
• Tammy Davis
• Kelsey Poland
• Jing Shao

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Introduction

• Quality function deployment (QFD) is a planning
  tool used to fulfill customer expectations. It
  is a disciplined approach to product design,
  engineering, and production and provides in-depth
  evaluation of a product.
• QFD focuses on customer expectations or
  requirements, often referred to as the voice of
  the customer.
• It is employed to translate customer
  expectations, in terms of engineering or
  technical characteristics, that can deployed
  through
• Product planning
• Part development
• Process planning
• Production planning
• Service industries

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The QFD Team

• When an organization decides to implement QFD,
  the project manager and team members need to be
  able to commit a significant amount of time to
  it, especially in the early stages.
• There are two types of teams
• Designing a new product
• Improving an existing product
• Time and inter-team communication are two very
  important things that each team must use to their
  fullest potential.

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The QFD Team cont.

• Team meetings are very important in the QFD
  process.
• The team leader needs to ensure that the meetings
  are run in the most efficient manner and that the
  members are kept informed.
• Duration of the meeting will rely on where the
  teams members are coming from and what needs to
  be accomplished.

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Benefits of QFD

• Improves Customer Satisfaction
• Creates focus on customer requirements
• Uses competitive information effectively
• Prioritizes resources
• Identifies items that can be acted upon
• Structures resident experience/information
• Reduces Implementation Time
• Decreases midstream design changes
• Limits post introduction problems
• Avoids future application opportunities
• Surfaces missing assumptions

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Benefits of QFD

• Promotes Teamwork
• Based on consensus
• Creates communication at interfaces
• Identifies actions at interfaces
• Creates global view out of details
• Provides Documentation
• Documents rationale for design
• Is easy to assimilate
• Adds structure to the information
• Adapts to changes (a living document)
• Provides framework for sensitivity analysis

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The Customer Voice
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Organization of Information

• Now that the customer expectations and needs have
  been identified and researched, the QFD team
  needs to process the information.
• Methods include
• Affinity diagrams
• Interrelationship diagrams
• Tree diagrams
• Cause-and-effect diagrams

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Organization of Information cont.

• An Affinity Diagram should be used when
• Thoughts are too widely dispersed or numerous to
  organize.
• New solutions are needed to circumvent the more
  traditional ways of problems solving.
• Support for a solution is essential for
  successful implementation.
• Constructing an affinity diagram requires four
  simple steps
• Phrase the objective.
• Record all responses
• Group the responses
• Organize groups in an affinity diagram

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House of Quality

• Left wall Voice of customer, what customer
  expects

• Right wall Prioritized customer requirement

• Ceiling - Technical descriptors

• Interior walls Relationship between
  requirements and descriptors

• Roof - Interrelationship between descriptors

• Foundation Prioritized technical descriptors

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Building House of Quality
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Building House of Quality

• Step 1 List customer requirements (WHATs)
• Customers needs or expectations
• Primary
• Secondary

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Building House of Quality

• Step 2 List technical descriptors (HOWs)
• Counterpart characteristics
• Primary
• Secondary
• Tertiary

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Building House of Quality

• Step 3 Develop a relationship matrix between
  WHATs and Hows
• Structuring an L-Shaped Diagram
• Easy
• Not require experience

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Building House of Quality

• Step 3 Contd.
• Relationship matrix
• Degree of influence between each technical
  descriptor and each customer requirement
• ? Strong relationship9
• ? Medium relationship3
• ? Weak relationship1
• Blank No relationship

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Building a House of Quality
Step 4

• Develop an Interrelationship Matrix
• Between HOWs

Used to identify any interrelationship between
each of the technical descriptors (support or
conflict?)
Strong positive
9
3 Positive
-3 X Negative
Technical descriptors (HOWs)
Powder metallurgy
-9 Strong Negative
Aluminum
Sand casting
Forging
Material Selection
Manufacturing Process
Titanium
Die Casting
Welding
Steel
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Building a House of Quality
Step 5

• Competitive Assessments

• Customer assessment
• Corresponding to each customer requirement
• Rating from 1 (worst) to 5 (best)
• Used to
• a) determine if the customers requirements
  have been met.
• b) identify areas to concentrate on in the
  next design
• c) Where an organization stands relative to
  its major competitors
• Technical assessment
• Corresponding to each technical descriptor
• Rating from 1 (worst) to 5 (best)
• Used to uncover gaps in engineering judgment.

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Building a House of Quality
Step 6

• Develop Prioritized Customer Requirements

• Importance to the customer rating from 1 (least
  important) to
• 10 (very important)
• Target value rating from 1 (worst) to 5 (best)
• Scale-up factor ratio of the target value to the
  product rating given in the customer competitive
  assessment
• Sales point 1.0 (lowest) - 2.0 (highest)
• Absolute weight 1 X 3X 4
• A percent and rank for each customer requirement
  can be determined.

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Building a House of Quality
Step 7

• Develop Prioritized Technical Descriptors

• Degree of difficulty rating from 1 (least
  difficult) to 10 ( very difficult).
• Target value rating from 1 (worst) to 5 (best),
  same way as determining target value of customer
  requirement.
• Absolute weight aj ?Rijci
• Relative weight bj ?Rijdi
• http//www.qfdi.org

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5
3
2
2
Customer competitive assessment
Importance to the customer
Absolute weight
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QFD Process

• QFD Matrix (House of Quality)
• Basis for all future matrices
• Must refine technical descriptors further
• More than one matrix often needed

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Accomplishing QFD Process

• HOWs of previous chart become WHATs of new chart
• Technical descriptors HOWs WHATs customer
  requirements
• Continue until each objective is refined to
  actionable level
• HOW MUCH carried to next chart to aid
  communication
• Prioritized technical descriptors
• Ensures target values arent lost

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Refinement of QFD Chart
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Complete QFD Process

• Can be shown using Flow Diagram
• 1st ChartProduct Planning
• 2nd ChartPart Development
• 3rd ChartProcess Planning
• 4th ChartProduction Planning

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Other House of Quality Planning Charts

• Depends on type of product and scope of project
• Demanded quality chart
• Quality control process chart
• Reliability deployment chart
• Technology deployment chart

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Examples

• Universities
• Design course content curriculum
• Support services
• Business and Defense Organizations
• Budgeting
• Designing training modules

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Conclusion

• QFD
• Effective management tool
• Customer expectations are used to drive design
  process or to drive improvement in service
  industries

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Advantages Benefits

• Orderly way of obtaining information presenting
  it
• Shorter product development cycle
• Considerably reduced start-up costs
• Fewer engineering changes
• Reduced chance of oversights during design
  process
• Environment of teamwork
• Consensus decisions
• Everything is preserved in writing

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Everyone Benefits

• Entire organization constantly aware of customer
  requirements
• Marketingspecific sales points have been
  identified and can be stressed
• Results in satisfied customers!

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Questions
?

• ?

What are some advantages of QFD?
?
What methods could be used to determine the voice
of the customer? What are the keys to success
when building a House of Quality? Who is
responsible for building the House of Quality?
?
?
?
?
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Questions

• If you are Pizza Hut and you are building a House
  of Quality, what customer requirements should you
  consider?
• What are some of the primary technical
  descriptors that should be considered?