Introduction to Quality Function 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 is QFD?

Introduction to Quality Function Deployment

QFD from the Japanese -

HIN

SHITSU

KI

NO

TEN

KAI

Quality Features Attributes Qualities

Function Mechanization

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 2 3 4 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?

Satisfied Customer

UNEXPECTED, PLEASANT SURPRISES 3M CALLS THEM CUSTOMER DELIGHTS

Excitement Needs
Dont Have Dont Do

Spoken Measurable Range of Fulfillment

Included Do Well
Unspoken Taken For granted Basic Spoken If Not Met

QFD focuses on Performance Needs and unmet Basic Needs

Performance Needs Basic Needs

Dissatisfied Customer

RECOGNIZE

1) The Impact of Needs on the Customer 2) That Customer Needs Change With Time 3) The impact of Communication of Customer Wants Throughout the 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. 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.

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.

Introduction to Quality Function Deployment

BENEFITS OF 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

Fewer Start-Up Problems

TOYOTA PRODUCTION START UP PROBLEMS

Before QFD

After QFD

-5

-4

-3

-2

-1

Months

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

4x Profit

Toyota European Rust Warranty

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 bottom line of QFD is higher quality, lower cost, shorter timing and a substantial marketing advantage.

Introduction to Quality Function Deployment

QFD METHODOLOGY

Introduction to Quality Function Deployment

House of Quality
DOOR SYSTEM QFD PRODUCT PLANNING MATRIX

Introduction to Quality Function Deployment KANO MODEL (Of Quality/Features)

CUSTOMER SATISFACTION VERY SATISFIED EXCITEMENT

UNEXPECTED, PLEASANT SURPRISES 3M CALLS THEM CUSTOMER DELIGHTS

DID NOT DO AT ALL

UNSPOKEN SPOKEN DEGREE OF AGREEMENT

PERFORMANCE ONE-DIMENSIONAL MOST MARKET RESEARCH UNSPOKEN FULLY ACHIEVED BASIC EXPECTED TYPICAL OF INVISIBLE PRODUCTS

TIME

VERY DISSATISFIED

Introduction to Quality Function Deployment

Voice of the customer

WHAT

Translating for action

WHAT HOW

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.

Introduction to Quality Function Deployment

COMPLEX RELATIONSHIPS WHAT HOW WHAT

UNTANGLING THE WEB HOW

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
RELATIONSHIPS

BAD

GOOD

CONFLICT!

HOW MUCH
GOOD

COMPETITIVE ASSESSMENTS

BAD

5 4 3 2 1

Introduction to Quality Function Deployment

HOW
=1

WHAT
5 3 2 1

=3
=9

5
2 4 2

RELATIONSHIPS

IMPORTANCE RATINGS

HOW MUCH

33 89

13

21

25 21 18

Introduction to Quality Function Deployment

The Four Phases of 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 PRODUCT PLANNING PHASE 11 DESIGN DEPLOYMENT PHASE 111 MANUFACTURING PROCESS PLANNING PHASE IV PRODUCTION PLANNING

COMPANY MEASURES

PART CHARACTERISTICS

KEY PROCESS OPERATIONS

PRODUCTION REQUIREMENTS

NEW

NEW

NEW

Introduction to Quality Function Deployment

Deploying the Voice of the Customer

WEATHER STRIP

DOOR CLOSE EASILY ETC ETC

CLOSING EFFORT @ 7 FT LBS

COMP LOAD DEFL

RPM EXTRUDER

PHASE 1 PRODUCT PLANNING

PHASE 11 DESIGN DEPLOYMENT

PHASE 111 MANUFACTURING PROCESS PLANNING

PHASE IV PRODUCTION PLANNING

Introduction to Quality Function Deployment

Managing the QFD Process

Introduction to Quality Function Deployment

Management Support of the Team

Provide the time Demonstrate your commitment Push for progress, but not too hard Be realistic

Timing
Spans a major portion of the product development process Identify key milestones Major projects will require 50-60 hours of meetings Meetings are used to coordinate activities and update charts Most of the work happens outside the meetings

Review the charts - make sure you understand

Set priorities if needed Help the team through the rough spots Keep asking the right questions

Introduction to Quality Function Deployment

What to look for

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 Too many relationships More than 50% relationships make it hard to prioritise Opportunities to excel Negative correlations Try to eliminate Trade off if needed Conflicting competitive assessments

Common Pitfalls
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 much internal focus Stuck on tradition Hurry up and get done Failure to integrate QFD

Introduction to Quality Function Deployment

Some Right Questions

How was the voice of the customer determined? How were the design requirements (etc) determined? Challenge the usual in-house standards. 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? How can we proceed with what we have?

Points to Remember
The process may look simple, but requires effort. 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.

What trade-off decisions are needed? What can I do to help?

Find reasons to succeed, not excuses for failure.

Introduction to Quality Function Deployment

THANK YOU!

Have a look at some of the service industry applications of QFD: http://www.mazur.net/publishe.htm