Quality Function

Deployment
-
Rajesh Behra
 CONTENTS
 Introduction
 QFD Team
 Benefits Of QFD
 Voice Of The Customer
 House Of Quality
 Building A House Of
Quality
 QFD Process
 Conclusion
 INTRODUCTION
Credit to : Dr. Mizuno, Prof.
Emeritus
1st Application: Mitsubishi Heavy
Industries
(Kobe
Shipyards,Japan 1972)
1st Application: Dr. Clausing,
Xerox, 1984
in U.S.
 Quality Function
Development
Is a planning tool used to fulfill customer
requirements or expectations
Customer requirements or expectations, is referred
to as the “Voice of the customer”.
Thus , QFD is “A systematic procedure for translating the
“Voice of the customer” into technical requirements and
operational terms, displaying and documenting the
translation information in matrix form.”
 QFD TEAM

Significant Amount Of Time

Communication
Two Types Of Teams
New Product
Improve Existing Product
Team members
Marketing, Design, Quality,
Finance, Production, Etc.
 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 Customer’s Expectations ?
Are Customer’s Expectations Used
To Drive Design Process ?
What Can Design Team Do To
Achieve Customer Satisfaction?
 House Of Quality

The primary planning tool used

in QFD is the “House of
quality”.
The House of quality translates
the Voice of the customer into
Design requirements
House Of Quality

Interrelationship
between
Technical Descriptors

Technical Descriptors
(Voice of the organization)

Requirements
Requirements
(Voice of the

Prioritized
Customer)

Customer
Customer

Relationship between
Requirements and
Descriptors

Prioritized Technical
Descriptors
 Building A House Of
Quality
List Customer Requirements (What’s)
List Technical Descriptors (How’s)
Develop Relationship (What’s & How’s)
Develop Interrelationship (How’s)
Competitive Assessments
Prioritize Customer Requirements
Prioritize Technical Descriptors
 QFD
Matrix Technical
Descriptors
Relationship between
Customer Requirements
and
Primary
Technical Descriptors
Interrelationship between
Secondary
WHATs vs. HOWs
Technical Descriptors
(correlation matrix) +9 Strong

Secondary
HOWs vs. HOWs +3 Medium

Primary
+1 Weak
+9 Strong Positive
+3 Positive
-3 Negative

Requirements
Requirements

Prioritized
Customer
-9 Strong Negative
Customer

Technical Our
Competitive A’s

Our
Assessment

A’s
B’s
B’s

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty

Target Value
Target Value

Assessment
Competitive

Sales Point
Importance
Customer

Customer
Absolute Weight and Percent
Relative Weight and Percent
Prioritized Technical
Descriptors
Building a House Of
Quality

•Development process of
Designing a Handle
bar Stem for a mountain bike
Customer Requirements
(What’s)

Secondary

Tertiary
Primary

Reasonable
Customer Requirements

cost
Aesthetics

Aerodynamic
look
Nice finish
(WHATs)

Corrosion
resistant
Lightweight
Performance

Strength
Durable
Technical
L - Shaped Diagram
Technical
Descriptors
Material Manufacturing
Primary Selection Process

Titanium
Aluminum
Secondary

Steel

Casting

metallurgy
Casting
Secondary

Powder
Forgi
Sand
Primary

ng
Die
Reasonable
Aerodynamic
cost
Aesthetic
Requirements

look
s

Nice finish
Customer

Corrosion
resistant
Lightweight
Performance

Strength
Durable
Relationship Matrix
Technical
Descriptors
Material Manufacturing
Primary Selection Process

Titanium
Aluminum
Secondary

Steel

Casting
Casting
Secondary

metallurgy
Powder
Forgi
Primary

Sand
Die

ng
Relationship between
Customer
Reasonable Requirements and
cost
Requirements
Aesthetic

Aerodynamic Technical Descriptors

Customer

look
Nice finish WHATs vs. HOWs
Corrosion
resistant
Lightweight +9 Strong
Performance

Strength +3 Medium
Durable +1 Weak
 Correlation Matrix
Interrelationship between Technical
Descriptors (correlation matrix)
HOWs vs. HOWs
Technical
Descriptors +9 Strong Positive
Material Manufacturing +3 Positive
Primary Selection Process
-3 Negative

Aluminum
Titanium
-9 Strong Negative

Steel
Secondary

Casting
Secondary

Casting
Forgi
metallurgy
Powder
Primary

Sand

ng
Die
Relationship between
Customer Requirements
Reasonable and
Aesthetic
Requirements

Aerodynamic
cost Technical Descriptors
s
Customer

look
Nice finish WHATs vs. HOWs
Corrosion
+9 Strong
resistant
Lightweight
Performance

Strength +3 Medium
Durable +1 Weak
Customer Competitive
Assessment
Interrelationship between Technical
Descriptors (correlation matrix)
Reasonable 3 4 2 HOWs vs. HOWs
Aesthetic

cost
Aerodynamic 4 5 3
Requirements

Relationship between
s

look
Nice finish 4 5 3
Customer

Customer Requirements
Corrosion 4 4 2
and
resistant
Lightweight 3 4 2 Technical Descriptors
Performance

Strength 3 3 4 WHATs vs. HOWs

Durable 3 3 4
+9 Strong
+3 Medium
+1 Weak

Ours
Competitive A’s
Assessment B’s
Customer
Technical Competitive
Assessment
Reasonable 3 4 2
cost 4 5 3
Aesthetic

Aerodynamic
Requirements

Relationship between
5 3
s

4
Customer

look
Nice finish
Customer Requirements
Corrosion 4 4 2
and
resistant
Lightweight 3 4 2 Technical Descriptors
Performance

Strength 3 3 4 WHATs vs. HOWs

Durable 3 3 4
+9 Strong
+3 Medium
Technical Our 0 5 0 0 5 0 0 0
00 5 0 5 0 0 0 +1 Weak
Competitive A’s
Assessment B’s 5 0 0 40 0 0 0

Our
A’s
B’s
Assessment
Competitive
Customer
Prioritized Customer
Requirements
Importance Rating
Target Value
Scale-Up Factor
Sales Point
Absolute Weight & Percent
(Importance Rating)
(Scale-Up Factor)
(Sales Point)
 Technical
Descriptors
Primary
Material Manufacturing
Relationship between

Titanium
Selection Process

Aluminum
Customer Requirements
Secondary and

Steel
Technical Descriptors

Casting
Casting
Powder
Secondary

Forgi
WHATs vs. HOWs

metallurgy
Primary

Sand
ng
Die
+9 Strong
+3 Medium
Reasonable cost 3 4 2 8 4 1.3 1.5 16
+1 Weak
Aesthetic

Aerodynamic 4 5 3 5 4 1 1.5 8

Requirements
Requirements

look finish
Nice

Prioritized
4 5 3 5 4 5

Customer
1 1
Customer

Corrosion resistant 4 4 2 2 4 1 1 2
Lightweight 18
Performance

3 4 2 7 4 1.3 2
Strength 3 3 4 5 3 1 1 5
Durable 3 3 4 3 3 1 1 3

Technical Our 0 5 0 05 0 0 0
Competitive A’s 0 0 5 0 5 0 0 0
Our

Assessment
A’s
B’s

B’s 5 0 0 4 0 0 0 0

Absolute Weight
Scale-up Factor
Target Value
Assessment
Competitive

Sales Point
Importance
Customer

Customer
 Prioritized Technical
Descriptors
Degree Of Difficulty
Target Value
Absolute Weight & Percent
n
a = ∑ R c R is Relationship Matrix
j ij i c is Customer Importance
i=1
Relative Weight & Percent
n
b = ∑ R d R is Relationship Matrix
j ij i c is Customer Absolute
i=1 Weights
 Relationship between
Technical
Descriptors Customer Requirements
Material Manufacturing and
Primary

Aluminum
Selection Process
Technical Descriptors
Interrelationship between

Titanium
WHATs vs. HOWs

Steel
Technical Descriptors Secondary
(correlation matrix)

Casting
Casting
+9 Strong

Forgi
metallurgy
Secondary

Powder
HOWs vs. HOWs +3 Medium

Sand
Primary

ng
+1 Weak

Die
+9 Strong Positive
+3 Positive Aesthetic
Reasonable cost 3 4 2 8 4 1.3 1.5 16
-3 Negative 4 5 3 5 4 1 1.5 8

Requirements
Requirements

s
Aerodynamic

Prioritized
Nice finish 4 1 1 5

Customer
-9 Strong Negative 4 5 3 5
Customer

Corrosion resistant
look 4 4 2 2 4 1 1 2
Lightweight 4 1.3 2 18
Performance

3 4 2 7
Strength 3 3 4 5 3 1 1 5
Durable 3 3 4 3 3 1 1 3

Technical Our 0 5 0 0 5 0 0 0
Competitive A’s 0 0 5 0 5 0 0 0

Our
Assessment

A’s
B’s
B’s 5 0 0 4 0 0 0 0

Absolute Weight
Scale-up Factor
Degree of Technical Difficulty 1 6 9 4 7 3 6 9

Target Value
Target Value 5 5 5 45 0 0 0

Assessment
Competitive

Sales Point
Importance
Customer

Customer
Absolute Weight and Percent 168227 193 92 162 122132 125
Relative Weight and Percent 251401303167 213203165171
Prioritized Technical
Descriptors
 QFD Applications

Manufactured goods
Service industry
Software products
IT projects
Business process development
Healthcare
Government
Environmental initiatives… and many
more.
 QFD Benefits

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
Customer Driven
Promotes Teamwork
Provides Documentation
 CONCLUSION
 QFD- specifically the House of quality- is an effective
management tool in which customer expectations are
used to drive the design process.
 QFD forces the entire organization to constantly be
aware of the customer requirements.
 Every QFD chart is a result of the original customer
requirements that are not lost misinterpretations or
lack of communication.
 Marketing benefits because specific sales points that
have been identified by the customer can be stressed.
 Most importantly, implementing QFD results in a
satisfied customer.
 References
1) Total Quality -Berksley
2) DALE H. BESTERFIELD “TOTAL QUALITY
MANAGEMENT”
3) http://www.google.com
4) http://www.clusty.com 
5) http://www.informintel.com 
6) http://www.qfdi.org
7) http://www.seminarprojects.com/Thread-quality-
function-deployment#ixzz1EbWX9tLT
Thank you