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10 Quality Function
Deployment

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Quality Function Deployment (QFD)

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• Introduction
– To design products & services as per customers’
needs
– Originated in 1972 at Mitsubishi’s Kobe shipyard site
– Toyota, Ford, GM, Digital & AT&T have used it
extensively
• Definition
– A system for translating customer / business CTQs
into internal CTQs and appropriate process
requirements & definitions

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Quality Function Deployment (QFD)

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 QFD is a translation of 6 Japanese Kanji characters

HIN SHITSU KI NO TEN KAI

QUALITY FUNCTION DEPLOYMENT

FEATURES MECHANIZATION DIFFUSION
ATTRIBUTES DEVELOPMENT
QUALITIES EVOLUTION

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QFD Definition

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A system for translating consumer

requirements into appropriate company
requirements at each stage from Research
and product development to Engineering
and Manufacturing to Marketing/Sales and
Distribution

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QFD Basic Principles

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1. Satisfied customers keep us in Business. Therefore, we must

have an excellent understanding of their needs.

2. Proactive product development is better than reactive product

development. QFD can help a company move toward a more
proactive approach.

3. QFD is a team methodology which encourages a broader

employee involvement and focus.

4. QFD Methodology helps organization to determine the most

effective applications for many Engineering and Analytical
Tools such as: DOE, Failure Analysis and SPC.

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The Quality (Lever) Payback

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PRODUCT
DESIGN
PROCESS
DESIGN

OPERATION/
PRODUCTION
100:1 IMPROVE
PRODUCT
10:1

1:1

LOW VISIBILITY TIME HIGH VISIBILITY

LOW REWARD HIGH REWARD

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QFD Vs. Traditional Approach

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PRODUCT /
PROCESS DESIGN QFD
QUALITY CONTROL

MOVING UPSTREAM

OPERATION
TRADITIONAL MANUFACTURING
QUALITY CONTROL

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Customer CTQs – What’s

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Need 1
Need 2
Need 3
Need 4
Need 5

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Importance Rating of Customer CTQs

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Need 1 5
Need 2 4
Need 3 3
Need 4 5
Need 5 4

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Customer HOW’s

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HOW 5
HOW 6
HOW 4
HOW 3
HOW 2
HOW 1
Need 1 5
Need 2 4
Need 3 3
Need 4 5
Need 5 4

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Customer HOW’s

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• HOW’s in any house may address one or more of

following:

– ‘How’ does a ‘What’ get measured?

– ‘How’ does a ‘What’ get ensured’?

– ‘How’ can a ‘What’ be developed?

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Relationship between What’s & How’s

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HOW 5
HOW 6
HOW 4
HOW 3
HOW 2
HOW 1
Need 1 5 9 3
Need 2 4 3 1
Need 3 3 1 9
Need 4 5 9 3
Need 5 4 1 9

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Prioritization of Customer Measurements

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HOW 5
HOW 6
HOW 4
HOW 3
HOW 2
Need 1 5
HOW 1
9 3
Need 2 4 3 1
Need 3 3 1 9
Need 4 5 9 3
Need 5 4 1 9

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Specifications on Customer Measurements

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HOW 5
HOW 6
HOW 4
HOW 3
HOW 2
HOW 1
Need 1 5 9 3
Need 2 4 3 1
Need 3 3 1 9
Need 4 5 9 3
Need 5 4 1 9

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Spec 1
Spec 2

Spec 4
Spec 3

Spec 5
Spec 6

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Co-relation between Customer Measurements

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HOW 5
HOW 6
HOW 4
HOW 3
HOW 2
HOW 1
Need 1 5 9 3
Need 2 4 3 1
Need 3 3 1 9
Need 4 5 9 3
Need 5 4 1 9

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Spec 1
Spec 2

Spec 4
Spec 3

Spec 5
Spec 6

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QFD Flow in Various Environments

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Manufacturing
TRANSACTIONAL

Customer Requirements Customer Requirements

Product Characteristics Service Requirements

Part Characteristics Process Requirements

Process Requirements Process Controls

Production Requirements

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Benefits of QFD

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• A quantitative and statistically oriented methodology

for quality improvement and sustainability
• Representation of information graphically in a logical
flow
• More efficient planning

• Reduction of development costs

• Better alignment to customer requirements

• & overall, increased customer satisfaction

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Points to Remember in QFD

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• Don’t apply QFD on everything

• Focus on the end-user

• Avoid too much chart focus

• Charts as the ends & not the means

• Review QFD periodically

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Theme Selection Matrix

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• Theme selection matrix is used to prioritize project themes.

• It also uses the output of brainstorming exercise

• It is a more structured & data-oriented prioritization exercise as

compared to multi-voting.

• In fact, it can be used even after multi-voting to further short-list

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Effort to Impact Analysis, Select the Problem

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Use an effort to impact analysis to evaluate the effort and

impact of solving the problem
Effort / Impact Analysis

10

6 1 2
Impact

5 Impact

1 3 4
0
0 2 4 6 8 10 12

Effort

Projects with low effort and high impact are preferred

CWCM/BB Phase 1 Six Sigma – Define Phase