Quality

Function
Deployment
(QFD)
Outline
Introduction
QFD Team
Benefits Of QFD
Voice Of The Customer
House Of Quality
Building A House Of Quality
QFD Process
Summary
Introduction
Dr. Mizuno, Prof. Emeritus
Mitsubishi Heavy Industries
Kobe Shipyards, 1972
Toyota Minivans (1977 Base)
1979 - 20% Reduction In Start-Up Costs
1982 - 38%
1984 - 61%
Dr. Clausing, Xerox, 1984
Any Manufacturing Or Service Industry
QFD Team
Significant Amount Of Time
Communication
Two Types Of Teams
New Product
Improve Existing Product
Marketing, Design, Quality, Finance,
Production, Etc.
Benefits Of QFD
Customer Driven
Reduces Implementation Time
Promotes Teamwork
Provides Documentation
Customer Driven
Creates Focus On Customer Requirements
Uses Competitive Information Effectively
Prioritizes Resources
Identifies Items That Can Be Acted On
Structures Resident Experience/Information
Reduces Implementation Time
Decreases Midstream Design Change
Limits Post Introduction Problems
Avoids Future Development Redundancies
Identifies Future Application Opportunities
Surfaces Missing Assumptions
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 (Living Document)
Provides Framework For Sensitivity
Analysis
Voice Of The Customer
Driving Force Behind QFD
Customer Dictates Attributes Of Product
Customer Satisfaction
Meeting Or Exceeding Customer Expectations
Customer Expectations Can Be Vague &
General In Nature
Customer Expectations Must Be Taken
Literally, Not Translated Into What The
Organization Desires
Collecting Customer
Information
What Does Customer Really Want ?
What Are Customers Expectations ?
Are Customers Expectations Used
To Drive Design Process ?
What Can Design Team Do To
Achieve Customer Satisfaction?
Types Of Customer Information
Solicited, Measurable, Routine
Cus. & Market Surveys, Trade Trials
Unsolicited, Measurable, Routine
Customer Complaints, Lawsuits
Solicited, Subjective, Routine
Focus Groups
Solicited, Subjective, Haphazard
Trade & Cus. Visits, Indep. Consultants
Unsolicited, Subjective, Haphazard
Conventions, Vendors, Suppliers
House Of Quality
Technical Descriptors
(Voice of the organization)
Prioritized Technical
Descriptors
Interrelationship
between
Technical Descriptors
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

(
V
o
i
c
e

o
f

t
h
e

C
u
s
t
o
m
e
r
)

P
r
i
o
r
i
t
i
z
e
d

C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Relationship between
Requirements and
Descriptors
Building A House Of Quality
List Customer Requirements (Whats)
List Technical Descriptors (Hows)
Develop Relationship (Whats & Hows)
Develop Interrelationship (Hows)
Competitive Assessments
Prioritize Customer Requirements
Prioritize Technical Descriptors
QFD Matrix
Absolute Weight and Percent
Prioritized Technical
Descriptors
Degree of Technical Difficulty
Relative Weight and Percent
Target Value
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

P
r
i
o
r
i
t
i
z
e
d

C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Technical
Competitive
Assessment
C
u
s
t
o
m
e
r

C
o
m
p
e
t
i
t
i
v
e

A
s
s
e
s
s
m
e
n
t

Our
As
Bs
C
u
s
t
o
m
e
r

I
m
p
o
r
t
a
n
c
e

T
a
r
g
e
t

V
a
l
u
e

S
c
a
l
e
-
u
p

F
a
c
t
o
r

S
a
l
e
s

P
o
i
n
t

A
b
s
o
l
u
t
e

W
e
i
g
h
t

O
u
r

A

s

B

s

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Strong Positive
Positive
Negative
Strong Negative
+9
+3
-3
-9
Interrelationship between
Technical Descriptors
(correlation matrix)
HOWs vs. HOWs
Customer Requirements (Whats)
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

(
W
H
A
T
s
)

P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

T
e
r
t
i
a
r
y

Technical Descriptors (Hows)
T
e
c
h
n
i
c
a
l

D
e
s
c
r
i
p
t
o
r
s

(
H
O
W
s
)

P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

T
e
r
t
i
a
r
y

L - Shaped Diagram
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Relationship Matrix
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Relationship between
Customer
Requirements and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Correlation Matrix
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong Positive
Positive
Negative
Strong Negative
+9
+3
-3
-9
Interrelationship between Technical
Descriptors (correlation matrix)
HOWs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Customer Competitive Assessment
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

C
u
s
t
o
m
e
r

C
o
m
p
e
t
i
t
i
v
e

A
s
s
e
s
s
m
e
n
t

O
u
r
s

A

s

B

s

5
3
1
2
5
1
4
4
Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
1 3 4 2 1 2 1 4
Technical Competitive Assessment
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

C
u
s
t
o
m
e
r

C
o
m
p
e
t
i
t
i
v
e

A
s
s
e
s
s
m
e
n
t

O
u
r

A

s

B

s

5
3
1
2
5
1
4
4
Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Technical
Competitive
Assessment
Our
As
Bs
Prioritized Customer
Requirements
Importance Rating
Target Value
Scale-Up Factor
Sales Point
Absolute Weight & Percent
(Importance Rating)
(Scale-Up Factor)
(Sales Point)
7
3
9
10
2
4
8
1
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

P
r
i
o
r
i
t
i
z
e
d

C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Technical
Competitive
Assessment
C
u
s
t
o
m
e
r

C
o
m
p
e
t
i
t
i
v
e

A
s
s
e
s
s
m
e
n
t

Our
As
Bs
C
u
s
t
o
m
e
r

I
m
p
o
r
t
a
n
c
e

T
a
r
g
e
t

V
a
l
u
e

S
c
a
l
e
-
u
p

F
a
c
t
o
r

S
a
l
e
s

P
o
i
n
t

A
b
s
o
l
u
t
e

W
e
i
g
h
t

1 3 4 2 1 2 1 4
5
3
1
2
5
1
4
4
5
3
2
3
5
2
4
4
1.5
1
1.2
1.5
1
1
1.5
1
1.5
1
15
3
O
u
r

A

s

B

s

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Prioritized Technical
Descriptors
Degree Of Difficulty
Target Value
Absolute Weight & Percent


Relative Weight & Percent
a
j
R
ij
c
i
i
n

1
b
j
R
ij
d
i
i
n

1
R is Relationship Matrix
c is Customer Importance
R is Relationship Matrix
c is Customer Absolute
Weights
Absolute Weight and Percent
Prioritized Technical
Descriptors
Degree of Technical Difficulty
Relative Weight and Percent
Target Value
1 8 4 2 9 8 2 5
90
133
2 3 4 3 1 3 1 5
7
3
9
10
2
4
8
1
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

P
r
i
o
r
i
t
i
z
e
d

C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Technical
Descriptors
Primary
P
r
i
m
a
r
y

S
e
c
o
n
d
a
r
y

Secondary
Technical
Competitive
Assessment
C
u
s
t
o
m
e
r

C
o
m
p
e
t
i
t
i
v
e

A
s
s
e
s
s
m
e
n
t

Our
As
Bs
C
u
s
t
o
m
e
r

I
m
p
o
r
t
a
n
c
e

T
a
r
g
e
t

V
a
l
u
e

S
c
a
l
e
-
u
p

F
a
c
t
o
r

S
a
l
e
s

P
o
i
n
t

A
b
s
o
l
u
t
e

W
e
i
g
h
t

1 3 4 2 1 2 1 4
5
3
1
2
5
1
4
4
5
3
2
3
5
2
4
4
1.5
1
1.2
1.5
1
1
1.5
1
1.5
1
15
3
O
u
r

A

s

B

s

Relationship between
Customer Requirements
and
Technical Descriptors
WHATs vs. HOWs
Strong
Medium
Weak
+9
+3
+1
Strong Positive
Positive
Negative
Strong Negative
+9
+3
-3
-9
Interrelationship between
Technical Descriptors
(correlation matrix)
HOWs vs. HOWs
QFD Process
W
H
A
T
s

HOW
MUCH
HOWs
W
H
A
T
s

HOW
MUCH
HOWs
Phase I
Product Planning
Design
Requirements
C
u
s
t
o
m
e
r

R
e
q
u
i
r
e
m
e
n
t
s

Phase II
Part Development
Part Quality
Characteristics
D
e
s
i
g
n

R
e
q
u
i
r
e
m
e
n
t
s

Phase III
Process Planning
Key Process
Operations
P
a
r
t

Q
u
a
l
i
t
y

C
h
a
r
a
c
t
e
r
i
s
t
i
c
s

Phase IV
Production Planning
Production
Requirements
K
e
y

P
r
o
c
e
s
s

O
p
e
r
a
t
i
o
n
s

Production Launch
QFD Summary
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
Preserves Everything In Writing