Concurrent Engineering

QM ZG663
BITS Pilani
Pilani Campus

Lecture 2

BITS Pilani
Pilani Campus

Quality Function
Deployment (QFD)

Contents
1.
2.
3.
4.
5.
6.

Introduction
QFD Goals and Benefits
Methodology
House of Quality (HOQ)
Construction of House of Quality
Example Case

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Concurrent Engineering

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Introduction
Competitive
Producing defect free products
QFD is an effective tool for systematic
capture of customer needs
Automobiles, aero-space, copiers,
defense, consumer goods, electronics etc.

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Concurrent Engineering

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QFD
QFD may be defined as elaborate charts to translate
perceptions of quality into product characteristics and
product characteristics into fabrication and assembly
requirements
Structured planning tool of CE which can be used to
influence the incorporation of product attributes which
are in accord with customer expectations
Mapping the customer requirements into specific
design features through one of more matrices of
expectations and fulfilment options
In this way the voice of the customer is deployed
throughout the company
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Voice of customer
Because QFD concentrates on customer expectations and needs, a
considerable amount of effort is put into research to determine
customer expectations.
This process increases the initial planning stage of the project
definition phase in the development cycle.
But the result is a total reduction of the overall cycle time in bringing
to the market a product that satisfies the customer.
The driving force behind QFD is that the customer dictates the
attributes of a product. Customer satisfaction, like quality, is defined
as meeting or exceeding customer expectations.
Words used by the customers to describe their expectations are often
referred to as the voice of the customer.
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Voice of customer
Sources for determining customer expectations are focus groups,
surveys, complaints, consultants, standards, and federal regulations.
Frequently, customer expectations are vague and general in nature.
It is the job of the QFD team to break down these customer
expectations into more specific customer requirements.
Customer requirements must be taken literally and not incorrectly
translated into what organization officials desire.
What does the customer really want?
What are the customers expectations?
Are the customers expectations used to drive the design process?
What can the design team do to achieve customer satisfaction?
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QFD Goals
The basic goals of QFD are
increase customer satisfaction
reduce the cycle time of product development
increase competitiveness

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QFD Benefits
CUSTOMER
DRIVEN

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 change

Limits post introduction problems
Avoids future development redundancies
Identifies future application opportunities
Surfaces missing assumptions

Based on concensus
Creates communication at interfaces
Identifies actions at interfaces
Creates global view out of details

PROMOTES
TEAMWORK

Documents rationale for design

Is easy to assimilate
Adds structure to the information
Adapts to changes (a living document)
Provides framework for sensitivity analysis

PROVIDES
DOCUMENTATION

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QFD Methodology

QFD was originally designed to take voice

of customers and translate it into a set of
product and process parameters that can be
deployed through a four-phase process
Product planning
Parts/subsystem Deployment
Process planning
Production planning
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QFD House of Quality

What the
customer
wants

How to satisfy
customer wants
Competitive
assessment

Customer
importance
ratings

Interrelationships

Relationship
matrix

Target values

Weighted
rating

Technical
evaluation
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House of Quality (HOQ)

It translates the customer needs into

measurable technical attributes
HOQ has two principal parts; horizontal portion
and vertical portion
The horizontal portion of HOQ contains
information relative to the customer and
The vertical portion of the HOQ contains
technical information that responds to the
customer inputs
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Construction of HOQ

Identify customer wants

Identify how the good/service will satisfy
customer wants
Relate customer wants to product hows
Identify relationships between the product hows
Develop importance ratings
Evaluate competing products
Compare performance to desirable technical
attributes

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House of Quality Example

Your team has been charged with

designing a new camera for Great
Cameras, Inc.
The first action is
to construct a
House of Quality

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Concurrent Engineering

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House of Quality Example

Interrelationships

What the
Customer
Wants

Relationship
Matrix

Analysis of
Competitor
s

How to Satisfy
Customer
Wants

Technical
Attributes and
Evaluation

What the
customer
wants

Customer
importance
rating
(5 = highest)

Lightweight
Easy to use
Reliable
Easy to hold steady
Color correction
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3
4
5
2
1
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House of Quality Example

Interrelationships

What the
Customer
Wants

Analysis of
Competitor
s

How to Satisfy
Customer
Wants
Relationship
Matrix

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Ergonomic design

Paint pallet

Auto exposure

Auto focus

Aluminum components

Low electricity requirements

Technical
Attributes and
Evaluation

Concurrent Engineering

How to Satisfy
Customer Wants

BITS Pilani

16

House of Quality Example

Interrelationships

What the
Customer
Wants

High relationship -5
Medium relationship 3
Low relationship - 1
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

Relationship
Matrix

Analysis of
Competitor
s

How to Satisfy
Customer
Wants

Technical
Attributes and
Evaluation

3
4
5
2
1

Relationship matrix
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Concurrent Engineering

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Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

Ergonomic Design

Paint Pallet

Auto exposure

Auto focus

Aluminium components

High relationship -5
Medium relationship 3
Low relationship - 1

Low electricity
requirement

House of Quality Example

3
4
5
2
1

Relationship matrix
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Concurrent Engineering

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House of Quality Example

Interrelationships

Concurrent Engineering

Ergonomic design

Paint pallet

Auto exposure

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High
correlation

Auto focus

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Relationship
Matrix

Technical
Attributes and
Evaluation

Aluminum components

Relationships
between the things
we can do

Low electricity requirements

What the
Customer
Wants

Analysis of
Competitor
s

How to Satisfy
Customer
Wants

BITS Pilani

Low
correlation

19

House of Quality Example

What the
Customer
Wants

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Relationship
Matrix

Technical
Attributes and
Evaluation

3
4
5
2
1

Our importance ratings

Weighted
rating

How to Satisfy
Customer
Wants
Analysis of
Competitor
s

High relationship -5
Medium relationship
Low relationship - 1
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

Interrelationships

22 9

27 27 32 25

22 = (3 x 1) +( 4 x 1) + (5 x
3)

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What the
Customer
Wants

Relationship
Matrix

House of Quality Example

Company A

Technical
Attributes and
Evaluation

How well do competing

products meet customer
wants

Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections

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G
G
F
G
P

3
4
5
2
1

Our importance ratings

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Company B

How to Satisfy
Customer
Wants

Analysis of
Competitor
s

Interrelationships

22

Concurrent Engineering

P
P
G
P
P

5
BITS Pilani

21

Interrelationships

2 circuits

2 to

0.5 A

Target
values
(Technical
attributes)

75%

Technical
Attributes and
Evaluation

Panel ranking

Relationship
Matrix

House of Quality Example

Failure 1 per 10,000

What the
Customer
Wants

Analysis of
Competitor
s

How to Satisfy
Customer
Wants

Company A 0.7 60% yes 1 ok G

Technical Company B 0.6 50% yes 2 ok F
evaluation
Us
0.5 75% yes 2 ok G
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Company B

Company A

Easy to use

Reliable

Easy to hold steady 2

Color correction

27 27 32 25

2 circuits

2 to

75%

0.5 A

Target values
(Technical
attributes)

Company A

0.7 60% yes 1

Panel ranking

Failure 1 per 10,000

22

ratings

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Ergonomic design

Lightweight

Our importance

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Paint pallet

Auto exposure

Auto focus

Aluminum components

Completed
House of
Quality

Low electricity requirements

House of Quality Example

ok

Technical Company B 0.6 50% yes 2 ok F

evaluatio Us
0.5 75% yes 2 ok G
n
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Another example
A Design team is coming out with a new
washing machine
It deploys QFD into its design process
Customer interview is conducted
Addressing What is needed

Technical attributes collected

Addressing How to satisfy what is needed
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Another example

Refer Excel
sheet

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Text book example

CD storage case
example

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Text book example

CD storage case
example

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Some signals
An empty row signals that no Engineering Characteristics exist to
meet the Customer Requirements. ( Need 2)
An empty EC column signals that the characteristic is not pertinent
to customers. ( How 3)
A row without a strong relationship to any of the ECs highlights a
CR that will be difficult to achieve. ( Need 3)
An EC column with too many relationships signals that it is really a
cost, reliability, or safety item that must be always considered,
regardless of its ranking in the HOQ. ( How 1)

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Some signals
An HOQ displaying a diagonal matrix (1:1 correspondence of CRs to
ECs) signals that the ECs may not yet be expressed in the proper
terms (rarely is a quality requirement the result of a single technical
characteristic).

The highest-ranking Engineering Characteristics from the HOQ are

either constraints or design variables whose values can be used as
decision-making criteria for evaluating candidate designs
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Four houses of QFD

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House of Quality Sequence

Deploying resources through
the organization in response to
customer requirements

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House
1

Design
characteristic
s

Customer
requirements

Design
characteristics

Specific
component
s

House
2

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Specific
components

Production
process

House
3

Concurrent Engineering

BITS Pilani

Production
process

Quality
plan

House
4

31

QFD & Systems Engineering Approach

captures more detailed information

emphasizes on product and process
reflects the voice of customer
provide a mechanism for reconciling
conflicts

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Recap

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Thank you

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