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Understanding Quality Function Deployment (QFD): A Comprehensive Guide and its Benefits

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flynn-bonner
24 diapositives · 412 Views · Nov 18, 2014

This document explores the evolution, definition, and benefits of Quality Function Deployment (QFD), a critical process in product development that aligns customer needs with technical requirements. It delves into the House of Quality framework, emphasizing its application in integrating product planning and ensuring customer satisfaction. Key topics include fitness to specifications, use, price, latent needs, and societal and environmental considerations. The insights into QFD processes, benefits, and strategic applications make it invaluable for professionals seeking to improve product design and market success.

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  1. QUALITY FUNCTION DEPLOYMENT PRESENTED BY GROUP 1

  2. CONTENTS Evolution of quality and QFD Definition Benefits Process House of Quality Using house of Quality Application

  3. Fitness to specifications Fitness to use Fitness to price Fitness to latent needs Fitness to society Fitness to environment Fitness to individ-ual style, habits 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 Evolution of Quality and QFD Quality Assurance of manufacturing House of Quality Integration of product planning Comprehensive QFD, Voice of Customer Links with TRIZ, TOC, Con-joint Analysis, Kansei Eng. Management, Design for Six Sigma, Strategy and Planning Quality QFD

  4. QUALITY FUNCTIONDEPLOYMENT QFD process defined by the “Voice of the customer” while the traditional approach the specification is defined by the “Voice of the engineer”

  5. Benefits of QFD • Shorter development cycles • Trade-offs are made in design, strategically, rather than in the market, tactically. • Lower costs, increased productivity • Documentation orientation • Team involvement and commitment at the design stage

  6. QFD Process Technical Requirements Customer Requirements Product Requirements Technical Requirements Process Requirements Product Requirements Control Requirements Process Requirements

  7. When is QFD Appropriate? • Poor communications and expectations get lost in the complexity of product development. • Lack of structure or logic to the allocation of product development resources. • Lack of efficient and / or effective product / process development teamwork. • Extended development time caused by excessive redesign, problem solving, or fire fighting.

  8. Quality Function Deployment’s House of Quality Correlation Matrix 6 3 Design Attributes 2 5 1 Relationships between Customer Needs and Design Attributes Customer Perceptions Customer Needs 4 Importance Rankings 7 Costs/Feasibility 8 Engineering Measures The House of Quality • Establishes the Flowdown • Relates WHAT'S & HOW'S • Ranks The Importance

  9. Key Elements • Informational Elements The House of Quality

  10. Building the House of Quality Identify Customer Attributes Identify Design Attributes / Requirements Relate the customer attributes to the design attributes. Conduct an Evaluation of Competing Products. Evaluate Design Attributes and Develop Targets. Determine which Design Attributes to Deploy in the Remainder of the Process.

  11. 1. Identify customer attributes • What Does The • Customer Want • Customer Needs • Ys Key Elements - “What's” Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 Whats Voice of the Customer

  12. How Important the What’s are TO THE CUSTOMER • Customer Ranking of their Needs Key Elements:Customer Requirements Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 5 5 3 4 2 4 1 Customer Importance Voice of the Customer

  13. WHAT'S HOW'S 2. Identify design attributes HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 • How Do You Satisfy the Customer What’s • Product Requirements • Translation For Action • X’s Hows Key Elements - “How’s” Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 5 5 3 4 2 4 1 Satisfing Customer Needs

  14. Impact Of The How’s On Each Other Strong Positive Positive Negative Strong Negative H L L M H M M L H L M M L H L M Correlation Matrix HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 Information – Correlation Matrix 65 45 21 36 8 52 4 5 5 3 4 2 4 1 Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 3 lbs 12 in. 3 mils 40 psi 3 8 atm 1 mm 57 41 48 13 50 6 21 Conflict Resolution

  15. H L L M H M M L H L M M L H L M 3. Relating customer and design attributes • Strength of the Interrelation Between the What’s and the How’s • H Strong 9 • M Medium 3 • L Weak 1 • Transfer Function • Y = f(X) HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 Key Elements: Relationship 5 5 3 4 2 4 1 Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 Relationships Untangling The Web

  16. 4. Add Market Evaluation & Key Selling Points This step includes identifying importance ratings for each customer attribute AND evaluating existing products / services for each of the attributes

  17. H L L M H M M L H L M M L H L M 5. Evaluate design attributes of competitive products &set targets HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 • Target Values for the How’s • Note the Units 65 45 21 36 8 52 4 5 5 3 4 2 4 1 Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 Information: How Much 3 lbs 12 in. 3 mils 40 psi 3 8 atm 1 mm How Much 57 41 48 13 50 6 21 Consistent Comparison

  18. H L L M H M M L H L M M L H L M Target Direction HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 • Information On The HOW'S • More Is Better • Less Is Better • Specific Amount Information : Target Direction 65 45 21 36 8 52 4 5 5 3 4 2 4 1 Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 57 41 48 13 50 6 21 The Best Direction

  19. 45 5 5 15 45 9 9 3 36 2 6 12 4 36 1 M TI = Scolumn (CI *Strength) 6.Select design attributes to be deployed in the remainder process HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 • Which How’s are Key • Where Should The Focus Lie • “CI” = “Customer Importance” • “Strength” is measured on a 9, 3, 1, 0 Scale Key Elements: Technical Importance 5 3 4 2 4 1 CI Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 Technical Importance 57 41 48 13 50 6 21 Ranking The HOW'S

  20. H L L M H M M L H L M M L H L M CC = S row (CI *Strength) HOW 1 HOW 2 HOW 3 HOW 4 HOW 5 HOW 6 HOW 7 • Are All The How’s Captured • Is A What Really A How Key Elements : Completeness CI 65 45 21 36 8 52 4 Need 1 Need 2 Need 3 Need 4 Need 5 Need 6 Need 7 5 3 4 2 4 1 Completeness Criteria 57 41 48 13 50 6 21 Have We Captured the HOW'S

  21. Using the House of Quality The voice of the customer MUST be carried THROUGHOUT the production process. Three other “houses of quality” are used to do this and, together with the first, these carry the customer’s voice from its initial expression, through design attributes, on to component attributes, to process operations, and eventually to a quality control and improvement plans. In Japan, all four are used. The tendency in the West is to use only the first one or two.

  22. The Cascading Voice of the Customer NOTES: “Design Attributes” are also called “Functional Requirements” “Component Attributes” are also called “Part Characteristics” “Process Operations” are also called “Manufacturing Processes” and the “Quality Control Plan” refers to “Key Process Variables. HOWS WHATS Y Critical to Quality Characteristics (CTQs) The Four Houses of Quality Key Manufacturing Processes X Key Process Variables

  23. 3(l) House of Quality Pros and Cons • Pros: • Generates specific technical requirements • Requirements are traceable • Follows a repeatable, quantitative process • Effectively translates Voice of the Customer • Records rationale for each technical requirement • Cons: • Time-consuming process for >10 requirements • Data storage, manipulation and maintenance costs • Very dependent on customer requirement gathering • Inflexible to changing requirements; must recalculate

  24. Thank you