Quality Function Deployment QFD

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Quality Function Deployment (QFD)

• Marisa Morita and Luiz Oliveira
• Feb, 25 2002 - DGA-1001

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Outline

• Definition
• Brief historic
• The four-phase model
• Management and planning tools
• The house of quality
• Applications
• Conclusion

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Definition

• A methodology for building the Voice of the
  Customer into product and service design.
• The way to assure the design quality while the
  product is still in the design time.

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Benefits

• Some of the benefits of adopting QFD have been
  documented as
• Reduced time to market
• Reduction in design changes
• Decreased design and manufacturing costs
• Improved quality
• Increased customer satisfaction

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Brief Historic

• QFD was conceived in Japan in the late 60s by
  Yoji Akao.
• It was first implemented in the Mitsubishs Kobe
  Shipyard.
• Toyota used it to significantly reduce
  development time.
• In North America it arrived in the 80s.
• It appears to have been fairly slow.
• Reluctance to publish and share information.

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The Four-phase Model

• There is different approaches of QFD.
• Four-phase model.
• The most common approach found in the literature.
• Supported by the American Supplier Institute
  (ASI).
• It deploys costumers requirements into
• product planning.
• parts planning.
• process planning.
• production planning.

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The Four-phase Model
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The Seven Management and Planning Tools

• Affinity diagram
• Tree diagram
• Matrix diagram
• Prioritization matrix
• Interrelationship diagram
• Process decision program chart
• Active network diagram

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The House of Quality

• The most important part of QFD.
• Most of QFD projects stop at the House of
  Quality.
• It displays customers needs along the left and
  development teams technical response to meeting
  those wants and needs along the top.
• It is composed of several sections joined
  together in various ways.
• It is a repository of marketing and product
  planning information.

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The House of Quality
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Applications of QFD

• Its primary application has been for planning and
  managing product development.
• More recently it has been applied to different
  areas such as
• Health care, Animatronics, Aircraft Engine
  Design, and Software Development.

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Conclusion

• A tool that assists the tracking of the
  customers requirements through all the phases of
  product development.
• House of Quality pits the Voice of the Customer
  against the Voice of Designer.
• It has been applied in several different areas.

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Thanks !!
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Customers Needs (What)

• The most important part of the matrix.
• It documents the Voice of the Customer.
• Interviews.
• Customers are encouraged to describe their needs
  and problems.
• Affinity and Tree diagrams are used to build this
  matrix.

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Planning Matrix

• It quantifies the costumers requirements
  priorities and their perception of the
  performance of existing products.
• It allows these priorities to be adjusted based
  on the issues that concern the design team.
• Since the needs are prioritized, the QFD team can
  focus in the highest ranking customers needs.
• Matrix Diagram and Prioritization Matrix are use
  to build this matrix.

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Technical Requirements (How)

• Also referred as engineering characteristics or
  Voice of the Developer.
• It is analyzed and structured like Customers
  needs section .
• Affinity and Tree diagrams are used to build this
  matrix.

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Relationship Matrix

• Largest matrix of the House of Quality and
  therefore represents the largest volume of work.
• Its purpose is to translate the requirements as
  expressed by the customer into the technical
  characteristics of the product.
• It is a 2-d matrix with cells that relate to
  combination of customers needs and technical
  requirements.
• In order to measure this relationship, usually
  four level are considered (high, medium, low,
  none).

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Roof (Correlation Matrix)

• It is used to identify where the technical
  requirements of the product support or impede one
  another.
• It uses a matrix, and for each cell the following
  question is asked
• Does improving one requirement cause a
  deterioration or improvement in the other
  technical requirement ?

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Roof (Cont.)

• The information recorded in the roof is useful in
  several ways
• It highlights where a focused design improvement
  could lead to a range of benefits to the product.
  
• It also focuses attention to the negative
  relationship in the design.
• Opportunities for innovative solutions.

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Targets

• It summarizes the conclusions drawn from the data
  contained in the entire matrix and the teams
  discussions.
• It is generally made up from three parts
• Technical priorities.
• Competitive benchmarks.
• Targets.

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QFD for Software Development

• To put quality into a software, first one must
  understand what is meant by software quality.
• Two views of quality.
• Traditional Minimization of defects.
• Modern Maximization of the value of the
  software.
• We can have a software with no defects but also
  with no value to the user (Traditional view
  drawback).

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QFD for Software Development

• To determine what is of value to the user.
• Such a task is not easy and should be done with
  an approach that is systematic and quantifiable.
• This is where QFD plays an important role.

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Matrix Diagrams and Prioritization Matrix
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Tree Diagram
Left to Right the question how accomplished
? Right to Left the question why?
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The Relationship Matrix
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Correlation Matrix