2015.11.30.

QFD
(QUALITY FUNCTION DEPLOYMENT)

Quality Function Deployment

 Identify customer wants
 Identify how the good/service will satisfy
customer wants
 Relate customer wants to product hows

 Identify relationships between the firm’s

hows
 Develop importance ratings

 Evaluate competing products

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QFD House of Quality

House of Quality Sequence

Indicates How to Deploy
Resources to Achieve Customer
Requirements

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Idea Generation Stage

 Provides basis for entry into market

 Sources of ideas
 Market need (60-80%); engineering & operations
(20%); technology; competitors; inventions;
employees
 Follows from marketing strategy
 Identifies, defines, & selects best market
opportunities

Customer Requirements Stage

 Identifies & positions key product benefits
 Stated in core benefits proposition (CBP)
 Example: Long lasting with more power
(Sears’ Die Hard Battery)

House of Quality
 Identifies detailed list of
product attributes desired by
customer Product
Characteristics
 Focus groups or
1-on-1 interviews Customer
Requirements

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Functional Specification Stage

 Defines product in terms of how
the product would meet desired
attributes
 Identifies product’s engineering
characteristics
 Example: printer noise (dB)
House of Quality
 Prioritizes engineering
characteristics
Product
 May rate product compared Characteristics

to competitors’ Customer
Requirements

Product Specification Stage

 Determines how product will be made
 Gives product’s physical specifications
 Example: Dimensions, material etc.
 Defined by engineering
drawing
 Done often on computer House of Quality
 Computer-Aided

Design (CAD) Component

Specifications

Product
Characteristics

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Quality Function
Deployment

 Product design process using

cross-functional teams
 Marketing, engineering, manufacturing
 Translates customer preferences into specific product
characteristics
 Involves creating 4 tabular ‘Matrices’ or ‘Houses’
 Breakdown product design into increasing levels of detail

House of Quality Example

You’ve been assigned
temporarily to a QFD team.
The goal of the team is to
develop a new camera
design.
Build a House of Quality.

© 1984-1994 T/Maker Co.

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House of Quality Example

Customer Customer
Requirements Importance

Target Values

High relationship  Medium relationship  Low Relationship

House of Quality Example

What the customer desires

(‘wall’)

Customer Customer Aluminum Auto Auto

Requirements Importance Parts Focus Exposure
Light weight
Easy to use
Reliable
Target Values

High relationship  Medium relationship  Low Relationship

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House of Quality Example

Average customer
importance rating

Customer Customer Aluminum Auto Auto

Requirements Importance Parts Focus Exposure
Light weight 3
Easy to use 2
Reliable 1
Target Values
High relationship  Medium relationship  Low Relationship

House of Quality Example

Relationship between customer
attributes & engineering
characteristics (‘rooms’)

Customer Customer Aluminum Auto Auto

Requirements Importance Parts Focus Exposure
Light weight 3 
Easy to use 2  
Reliable 1  

High relationship  Medium relationship  Low Relationship

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House of Quality Example

Target values for engineering
characteristics (‘basement’);
key output 

Customer Customer Aluminum Auto Auto

Requirements Importance Parts Focus Exposure
Light weight 3 
Easy to use 2  
Reliable 1  
Target Values 5 1 1
High relationship  Medium relationship  Low Relationship

House of Quality Example

Customer Customer Aluminum Auto Auto

Requirements Importance Parts Focus Exposure
Light weight 3 
Easy to use 2  
Reliable 1  
Target Values 5 1 1
High relationship  Medium relationship  Low Relationship