Quality Function Deployment (QFD)

Submitted to

Dr. Asad Raza Gardezi

Submitted by

Akash Akram

22-BSMLE-02

Department of Mechanical Engineering

Bahuaddin Zakariya University Multan

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Quality Function Deployment:

"Quality Function Deployment (QFD) is a method to transform user demands into design quality, to deploy the
functions forming quality throughout the product development process, and to develop an understanding among all
team members of the significance of quality attributes." — Yoshio Akao (1990)

"QFD is a structured approach to defining customer needs and translating them into technical requirements for
product development. It helps in aligning product design with customer expectations." — L. Cohen (1995)

"Quality Function Deployment is a process for ensuring that the voice of the customer is captured and used to
guide product design and development. It emphasizes the importance of cross-functional teamwork in achieving
quality and customer satisfaction." — A. Griffin (1997)

"Quality Function Deployment is a comprehensive approach to integrating customer requirements into every
aspect of product development. It involves cross-functional teams working collaboratively to ensure that customer
needs are met." — J. R. Hauser & D. Clausing (1988)

"QFD is a quality management tool that captures customer requirements and translates them into measurable
technical specifications. It facilitates communication and understanding among different functions within an
organization." — G. Burchill (1998)

Brief History

QFD was developed by Dr. Mizuno at the Tokyo Institute of Technology in 1972. Its first application occurred at
Mitsubishi Heavy Industries, followed by Toyota's successful implementation for mini-vans, which led to significant cost
reductions. In 1984, Dr. Clausing introduced QFD to the United States at Xerox, leading to its widespread adoption across
various industries.

Rationale for Quality Function Deployment:

The Quality Function Deployment (QFD) is an essential tool for organizations seeking to enhance product development
and improve customer satisfaction. The rationale behind QFD can be understood through the following key points:
Customer-Centric Approach
 Understanding Customer Needs: QFD emphasizes the importance of understanding and addressing customer
needs and expectations. By gathering the "voice of the customer," organizations can ensure that their products
align with what customers genuinely desire.
 Improved Satisfaction: When products are developed with direct input from customers, there is a higher
likelihood of meeting their expectations, leading to increased customer satisfaction and loyalty.
Early Problem Identification
 Identifying Conflicts Early: QFD allows teams to identify conflicting requirements or potential issues in the
early stages of product development. This proactive approach enables organizations to address problems before
they escalate, saving time and resources.
 Minimizing Redesign: By focusing on customer needs from the start, organizations can reduce the frequency
and extent of redesigns and modifications, leading to faster product development cycles.
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Informed Decision-Making
 Prioritization of Features: QFD helps organizations prioritize customer requirements based on their importance
and feasibility. This prioritization ensures that the most critical features are developed first, optimizing resource
allocation.
 Data-Driven Insights: The systematic approach of QFD provides a framework for analyzing data and making
informed decisions that align with customer expectations.
Cost and Time Efficiency
 Reduced Development Costs: By minimizing redesigns and improving collaboration, QFD can lead to
significant cost savings in the product development process.
 Faster Time to Market: Organizations that implement QFD can bring products to market more quickly,
providing a competitive advantage in fast-paced industries.
Continuous Improvement
 Feedback Mechanism: QFD can be continuously refined based on customer feedback and market changes,
enabling organizations to adapt to evolving customer needs and preferences.
 Long-Term Success: By fostering a culture of continuous improvement and customer focus, QFD contributes
to the long-term success of an organization in meeting market demands.

Problem
identification

Informed understanding
Decision-Making customer needs

Ratiocal for
QFD

Adaptability Continuous
and innovation Improvement

Cost and time

efficiency

Raational for quality circle

QFD Process :
The Quality Function Deployment (QFD) process helps organizations turn customer needs into specific actions and
designs for a product. Here’s a simple breakdown of how the QFD process works:
1. The QFD Matrix (House of Quality)

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  The QFD matrix, also called the "House of Quality," is the first step in the QFD process. It organizes customer
needs (WHATs) and technical requirements (HOWs) into a visual chart.
 The chart contains a lot of information, so it’s essential to refine these technical descriptors (HOWs) to make
them actionable.
2. Refining Requirements
 Each time you create a new chart, the technical descriptors from the previous chart become the customer
requirements for the new chart.
 This process continues until all objectives are detailed enough to be acted upon. This means breaking down
broader ideas into specific tasks or features.
3. Carrying Forward Values
 Important values, called HOW MUCH (prioritized technical descriptors), are carried over to the next chart. This
helps keep track of target values, ensuring that the product continues to meet customer needs.
 If these target values change, it could mean that the product is no longer aligned with what customers want,
which goes against the purpose of QFD.
4. Complete QFD Process
The QFD process is often visualized as a flow diagram that outlines each phase:
Product Planning Phase: Identify customer requirements and establish design requirements that will meet these needs.
Part Development Phase: Take the design requirements from the first chart and create specific characteristics for parts
of the product that ensure quality.
Process Planning Phase: Define the key operations or processes needed to meet the part-quality characteristics.
Production Requirements: Finally, determine what is needed for production based on the key processes identified.

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 Benefits of Quality Function Deployment (QFD)

Quality Function Deployment (QFD) helps companies improve product development by focusing on what customers
want. Here are the main benefits of using QFD:

1. Improves Customer Satisfaction

QFD makes sure that products meet real customer needs. By gathering feedback, companies can create products that
customers actually want. This leads to happier customers.

2. Reduces Implementation Time

Using QFD helps companies launch new products faster. Fewer changes are needed during production, which means
products can go from the idea stage to the market more quickly. This is important for staying competitive.

3. Promotes Teamwork
QFD encourages teamwork by getting input from different departments, like marketing, design, and production. This
helps everyone understand each other's roles and reduces misunderstandings, making the process smoother.

4. Provides Documentation
QFD creates organized records of customer needs and product requirements. This information can be helpful for future
projects and serves as a training tool for new employees, ensuring that important details are not lost.

5. Identifies Priorities
QFD helps companies figure out which customer needs are the most important. This allows them to focus their
resources where they will have the greatest impact, improving product quality.

6. Reduces Design Changes

By identifying potential problems early, QFD helps companies avoid changes during production. This reduces costs
and helps products stay on schedule.

7. Encourages Continuous Improvement

QFD is a flexible tool that can adapt to new information or changes. It helps companies keep improving their products
based on customer feedback and market demands.

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Conclusion:

Quality Function Deployment (QFD) enhances product development by prioritizing customer needs,
reducing development time, and improving teamwork. Its structured process ensures effective
communication and minimizes redesign costs, ultimately leading to higher-quality products that meet
customer expectations, thus providing organizations with a competitive advantage in the marketplace.

References:

1. Besterfield, D. H., Besterfield-Michna, C., Besterfield, G. H., & Besterfield-Sacre, M. (Year). Total Quality
Management. Pearson.

2. Urdhwarshe, H. (Year). Quality Management and Engineering. Institute of Quality and Reliability.

3. Urdhwarshe, R. (Year). Automotive Quality Assurance. Automotive Research Association of India.

4. Clausing, D. (1984). Quality Function Deployment: A Tool for Creating a Competitive Advantage. Quality
Progress, 17(2), 4-10.

5. Akao, Y. (1990). Quality Function Deployment: Integrating Customer Requirements into Product Design.
Productivity Press.

6. Griffin, A., & Hauser, J. R. (1993). The Voice of the Customer. Marketing Science, 12(1), 1-27.

7. Yang, K., & El-Haik, B. (2009). Design for Six Sigma: A Roadmap for Product Development. McGraw-Hill.

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