QUALITY FUNCTION DEPLOYMENT

MEHMET SALIH GOCERI FATIH UNIVERISTY Industrial Engineering PhD Student APRIL 4th, 2012

A BRIEF HISTORY OF QFD

Due to tremendous growth after World War II, competition between corporations in Japan in the 1960s increased.

As corporations were professional in product production, therefore it was natural that engineers did the design for products. However, the products that came out could not fully satisfy customers needs.

A BRIEF HISTORY OF QFD

The high economic growth after World War II led to changes with customers needs. Besides frequent model changes were required, suppliers had to offer a wide range of product options for customers to choose.

Customer dissatisfaction reduced sales whilst wide ranges of product options increased cost. Both reduced profit and weakened competitiveness.
In the 1960s, the concept of quality management (QM) advanced from statistical quality control (SQC) to quality assurance, and quality assurance shifted from only assuring production quality to assuring quality from design to Production.

QUALITY FUNCTION DEPLOYMENT

Then, Quality Function Deployment (QFD) is a technique introduced in Japan by Yoji Akao in 1966 and initially used extensively by Toyota
In Japanese: its called Hinshitsu Kino Tenkai.

According to Akao (1990), QFD "is a method for developing a design quality aimed at satisfying the consumer and then translating the consumer's demand into design targets and major quality assurance points to be used throughout the production phase". It is a structured procedure used to translate the expressed or perceived needs of customers first into specific product or service design characteristics and features, and then into process and operational characteristics.

QUALITY FUNCTION DEPLOYMENT

In other words, A systematic method for transferring customer wants/needs/expectations into product and process characteristics

QUALITY FUNCTION DEPLOYMENT

Provides a common basis for

Integrated Product Development

Simultaneous Engineering Concurrent Engineering

SO, WHAT DOES EXACTLY QFD DO?

1.

QFD deploys The Voice of the Customer throughout the organization.

QFD uses planning matrices -- each called The House of Quality.

2.

ADVANTAGE OF QUALITY FUNCTION DEPLOYMENT

Major advantages of QFD, the method can be partially or wholly applied, difficult calculation is not a must, and, it promotes teamwork and innovation.

STRENGTHS AND BENEFITS OF QUALITY FUNCTION DEPLOYMENT

QFD seeks out both "spoken" and "unspoken" customer requirements and maximizes "positive" quality (such as ease of use, fun, luxury) that creates value. Instead of conventional design processes that focus more on engineering capabilities and less on customer needs, QFD focuses all product development activities on customer needs.

QFD makes invisible requirements and strategic advantages visible. This allows a company to prioritize and deliver on them.

STRENGTHS AND BENEFITS OF QUALITY FUNCTION DEPLOYMENT

Reduced time to market. Reduction in design changes.

Decreased design and manufacturing costs.

Improved quality. Increased customer satisfaction.

USAGE OF THE QUALITY FUNCTION DEPLOYMENT METHOD APPLICATIONS

To prioritize customer demands and customer needs, spoken and unspoken Translating these needs into actions and designs such as technical characteristics and specifications To build and deliver a quality product or service, by focusing various business functions toward achieving a common goal of customer satisfaction QFD has been applied in many industries: aerospace, manufacturing, software, communication, IT, chemical and pharmaceutical, transportation, defense, government, R&D, food, and service industry.

LIMITATIONS AND DISADVANTAGES OF QUALITY FUNCTION DEPLOYMENT

As with other Japanese management techniques, some problems can occur when we apply QFD within the western business environment and culture. Customer perceptions are found by market surveys. If the survey is performed in a poor way, then the whole analysis may result in doing harm to the firm. The needs and wants of customers can change quickly. A comprehensive system and methodical thinking can make adapting to changed market needs more complex.

ASSUMPTIONS OF QUALITY FUNCTION DEPLOYMENT.

The market survey results are accurate.

Customer needs can be documented and captured, and they remain stable during the whole process.

FOUR IMPORTANT POINTS TO UNDERSTAND BEFORE IMPLEMENTATION OF QFD

1. No matter how well the design team thinks it understands the problem, it should employ the QFD method for all design areas. In the process the team will learn what it doesnt know about the problem. 2. The customers requirements must be translated into measurable design targets. You cant design a car door that is easy to open when you dont know the meaning of the word easy..

FOUR IMPORTANT POINTS TO UNDERSTAND BEFORE IMPLEMENTATION OF QFD

3. The QFD method can be applied to the entire problem and/or any sub-problem.

4. It is important to worry about what needs to be designed and, only after this is fully understood, to worry about how the design will look and work.

WHAT QFD CAN DO IS

Our cognitive capabilities generally lead us to try to assimilate the customers functional requirements (what is to be designed) in terms of form (how it will look).

These images then become our favored designs and we get locked into them. The QFD procedure helps us to overcome this cognitive limitation

THE QUALITY FUNCTION DEPLOYMENT (QFD) TECHNIQUE

1. Identifying the customer(s)

2. Determining customer requirements

3. Prioritizing the requirements 4. Competition benchmarking 5. Translating the customer requirements into measurable engineering requirements

6. Setting engineering targets for design

THE OBJECTIVES OF QFD

Determine the voice of the customer.

1.
1.

Examine the companys response to this voice.

BENEFITS OF QFD
Customer Driven Reduces Implementation Time Promotes Teamwork Provides Documentation

CUSTOMER DRIVEN

Creates Focus On Customer Requirements

Uses Competitive Information Effectively

REDUCES IMPLEMENTATION TIME

Decreases Midstream Design Change

Limits Post Introduction Problems Avoids Future Development/changes

PROMOTES TEAMWORK

Creates Communication for production and product

PROVIDES DOCUMENTATION

Documents Rationale For Design

Is Easy To Assimilate Adapts To Changes (Living Document)

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?

QFD CAN BE USED TO:

Reduce product development time by 50% Cut start-up & engineering costs by 30% Reduce time to market Reduce # of design changes

CONTINUED

Lower rework Reduce facilitys maintenance/operation costs Improve quality

FOR EXAMPLE

Toyota Minivans (1977 Base)

1979

- 20% Reduction In Start-Up Costs 1982 - 38% 1984 - 61%

THE OVERALL GOAL

Increase customer satisfaction

=
Increase business success

BEFORE AND AFTER QFD

BEFORE QFD

PLANNING

DESIGN

REDESIGN

MANUFACTURING

AFTER QFD

PLANNING

DESIGN

REDESIGN

MANUFACTURING

BENEFITS
Development time $$ Customer satisfaction

QUALITY FUNCTION DEPLOYMENT

QFD work divides into four parts
market analysis to establish needs and expectations examination of competitors abilities identification of key factors for success translation of key factors into product and process characteristics

QUALITY FUNCTION DEPLOYMENT

Product planning
wishes of customer transferred to product evaluation of competitor products identification of important properties

Product design
choose best design to fulfill targets identify critical parts and components

QUALITY FUNCTION DEPLOYMENT

Process design
critical

parameters identified process control/improvement methods set

Production design
design

instructions for production define measurements, frequency and tools to be used

THE HOUSE OF QUALITY

TWO MYTHS ABOUT HOQS

The House of Quality is the QFD.

The House of Quality is the starting point for QFD studies and is always applicable.

LETS BUILD THE HOQ

HOUSE OF QUALITY
Correlation Matrix Product Characteristics HOW

Customer Requirements WHAT

Relationship matrix

Marketing Competitive assessment

How Much

Engineering Competitive Assessment

BUILDING THE HOQ

Step 1: Prepare customer requirements list Step 2: Prioritize customer requirements list Step 3: Translate Requirements to quantifiable measures

CONTINUED
Step 4: Determine How Measurement Step 5: Prepare correlation matrix Step 6: Determine What and How relationships

CONTINUED
Step 7: Determine design characteristics importance Step 8: Evaluate current competitors Step 9: Identify benchmarks

SO, 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

THE WHAT'S & HOW'S

What side
Customer

requirements/needs

How side
How

to meet those needs

Voice of the Designer

Voice of the Customer

x = Design Trade-offs

Benchmarking

Reverse Engineering

Technical Descriptors Primary

Prioritized Technical Descriptors

Customer Competitive Assessment

Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight

Technical Our Competitive As Assessment Bs Degree of Technical Difficulty Target Value Absolute Weight and Percent Relative Weight and Percent

Customer Requirements

Prioritized Customer Requirements

+9 +3 -3 -9

Strong Positive Positive Negative Strong Negative

Primary

Secondary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

Secondary

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Customer Requirements (WHATs)

Primary
Secondary

Tertiary

Technical Descriptors (HOWs)

Primary
Secondary

Tertiary

Technical Descriptors Primary Secondary Secondary

Customer Requirements

Primary

Technical Descriptors Primary Secondary Secondary Primary

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

Technical Descriptors Primary Secondary Secondary Primary

Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

+9 +3 -3 -9 Strong Positive Positive Negative Strong Negative

Customer Requirements

Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs
+9 +3 +1 Strong Medium Weak

HOWs

HOWs

WHATs

HOW MUCH

WHATs HOW MUCH

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

IN TURKEY
First companies Eczacba Vitra and Eczacba Artema, used this technique and also Middle East Technique University Industrial Engineering Department used this method with Assistant Professor Glser Kksal. She redesigned the course description of Total Quality Management and applied QFD method in accordance with students demands, wants and needs.

QUALITY FUNCTION DEPLOYMENT

THANK YOU FOR LISTENING

ANY QUESTION?