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QUALITY BY DESIGN Quality Function Deployment

Dr A. Riza Wahono :. Product Development. “ Qualitas krn Desain ”. modul 5. 1. QUALITY BY DESIGN Quality Function Deployment. Dr A. Riza Wahono :. Product Development. “ Qualitas krn Desain ”. modul 5. 2. TOTAL QUALITY.

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QUALITY BY DESIGN Quality Function Deployment

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  1. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 1 QUALITY BY DESIGNQuality Function Deployment

  2. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 2 TOTAL QUALITY Qualitas adalah segala keseluruhan karakteristik dari sebuah entiti yang berdasarkan pada kemampuan barang/produk tersebut untuk memenuhi kebutuhan baik yang tersirat maupun yang tidak. (ISO/DIS 8402-1991 ) Bergantung pada kedalaman dari lingkup aplikasinya, ISO telah menggariskan tiga standar dimana qualitas dapat dipenuhi, yaitu : ISO 9001 : Quality system, Model for quality assurance in design/development, production, installation ad servicing ISO 9002: Quality system – model for quality assurance for production, and installation ISO 9003: Quality system – model of quality assurance in final inspection and tests.

  3. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 3 TOTAL QUALITY QUALITY ENGINEERING OFF-LINE QUALITY CONTROL Engineering Optimisation using statistical methods Process Design (Process Optimisation) Product Design (Product Optimisation) System Design Innovation Parameter Design Optimisation Tolerance Design Optimisation ON-LINE QUALITY CONTROL Process control

  4. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 4 TOTAL QUALITY ON-LINE QUALITY CONTROL Refers to activities that monitor quality characteristic during or after production and define the statistical rules for determining whether actions should be taken to correct changes in he underlying process PROCESS CONTROL

  5. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 5 TOTAL QUALITY OFF-LINE QUALITY CONTROL Refers to activities that occur during product and process design stage. Quality by design means that a structured off-line methods are used to determine the design configuration that meet customers need and are robust Engineering Optimisation Using Statistical Methods

  6. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 6 TOTAL QUALITY OFF-LINE QUALITY CONTROL ROBUST : product performance characteristic are insensitive to variation in manufacturing and operating environments. Robustness by design reduces the need of the company to rely on extensive monitoring and controls

  7. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 7 TOTAL QUALITY OFF-LINE QUALITY CONTROL Quality Function Deployment TAGUCHI Method Incorporates variability measures and technical requirement generated from customers input into the evaluation of alternative product design Create robust design A structured process for taking the needs and desires of the customers and translating them into technical engineering requirements

  8. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 8 SYSTEM DESIGN INNOVATION QUALITY FUNCTION DEPLOYMENT Quality Function Deployment (QFD) is a systematic approach for the design of new product or services based on close awareness of customer desires coupled with integration of corporate functional groups This approach is a set of planning and communication techniques that focus and coordinate organisational capabilities in order to develop products that most closely meet customer’s actual needs

  9. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 9 QUALITY FUNCTION DEPLOYMENT QFD can be seen in two lights : 1. As a comprehensive organisational mechanism for planning and control new product development 2. As localised techniques to translate the requirement of one functional group into the supporting requirement of a downstream functional group.

  10. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 10 QUALITY FUNCTION DEPLOYMENT QFD requires multifunctional team of expert to participate simultaneously in a complex analytic exercise, bringing diverse perspective to bear on key issues of design In localised usage, QFD serves both technical and organisational function

  11. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 11 QUALITY FUNCTION DEPLOYMENT PRIMARY EXPECTED OUTCOMES : 1. Increased awareness of customers desires, improved product with focus on actual customer wants, improved product specification setting and in general more succesful and effective product

  12. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 12 QUALITY FUNCTION DEPLOYMENT PRIMARY EXPECTED OUTCOMES : 2. Synergistic gain resulting from integration of and increased effective communication between individuals from different groups. Such gains include understanding of each other functional constraints and capabilities and transfer of information earlier

  13. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 13 QUALITY FUNCTION DEPLOYMENT PRIMARY EXPECTED OUTCOMES : 3. Effective definition and prioritisation of new product development activities leading to increased understanding of trade-offs, clear understanding of product objectives and customer needs, improves decision making, a better end product and reduced development time

  14. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 14 QUALITY FUNCTION DEPLOYMENT Quality Function Deployment (QFD) is a set of planning and communication routines that focuses and coordinates skills within an organisational first to design, then to manufacture and market goods that customers want to purchase and will continue to purchase “ [Hauser&Clausing] It aims at stimulating and structuring this multidisiplinary communication. QFD supports a project team in identifying the needs of the custumer and interpreting them in term of technical parameters and target values

  15. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 15 QUALITY FUNCTION DEPLOYMENT PRODUCT ATTRIBUTES PRODUCT EVALUATION PROJECT OBJECTIVES ENG CHARACTERISTIC INTERACTION MATRIX PARAMETERS INTERACTION TECHNICAL ANALYSIS AND TARGET VALUS FEASIBILITY DEVELOPMENT PLAN

  16. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 16 QUALITY FUNCTION DEPLOYMENT PRODUCT ATTRIBUTES Product attributes reflecting the wishes of the customer. The attributes should be based on the voice of the customers. To obtain such collection of product attributes, creativity techniques can be used as well as data obtained from through market and consumer research, document of complaints and repairs, trend analysis and earlier QFD analyses. In applying QFDfor the first time, it is adviseable to divide the step into 4 steps i.e Generate, Select, Classify, and structure The last part, the relative importance of product attributes is compared and weighted

  17. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 17 QUALITY FUNCTION DEPLOYMENT • CUSTOMER NEED ANALYSIS • Need analysis is concerned with establishing the true needs of the customer – the ‘voice of the customer’- (VOC). • This can be obtained by extensive examination of the views and reports of representative bodies, market data publications (buying habits), reports giving official opinions and reactions to products in use and also by structured interviews or customer questionnaires. • The establishment of customer need is important. Ideally, needs analysis should be approached by structuring interview schedules or questionnaires around the element of the PDS.

  18. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 18 QUALITY FUNCTION DEPLOYMENT • CUSTOMER NEED ANALYSIS • The PDS primary elements should form the triggers for asking the right questions of customers and so structured the analysis will naturally from the basis for the PDS itself • This is to be preferred to random approaches to ascertain customer needs, which tend to leave fundamental gaps in the information gathered. This happens particularly if the questions themselves are derived and driven from consideration of existing products and customers views of those products rather than from fundamental needs issues.

  19. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 19 QUALITY FUNCTION DEPLOYMENT PRODUCT EVALUATION This step, assumes that the organisation involved has a comparable product on the market for the specific target group. Performance of the current product is submitted to an evaluation, by competitive bench-marking. The earlier obtained product attributes are used as evaluation criteria. For each evaluation criterion it is accertained whether the product is better, similar or worse that the competitive products all this seen from the customer’s prespective.

  20. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 20 QUALITY FUNCTION DEPLOYMENT PROJECT OBJECTIVES The evaluation provides an insight into the problems regarding the function of the current product. Combining these performance data with relative importance of the product attributes is useful in assessing the opportunities for improvement of the product and in determining the project objectives.

  21. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 21 QUALITY FUNCTION DEPLOYMENT ENGINEERING CHARACTERISTIC In this step, the new product is described in terms of engineering characteristic. These characteristic here called “Technical Parameters” and the measurement of units can be based on the specifications of the forerunners of the product or can be derived by operationalisation of the product attributes Measureability of the parameters is seen as very important.

  22. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 22 QUALITY FUNCTION DEPLOYMENT MATRIX INTERACTION The project objectives from steps 3 are subsequently translated into priorities for the technical parameters. This steps form the core of the QFD method as the technical parameters can be linked to various product attributes, in a matrix the product attributes (what) are set off against the technical parameter (how) Subsequently, it is determined for each cell of the matrix whether there is a relationship or not, and if so , what is the strength of this relationship.The completed matrix provides the operationalisation of the product attributes, and is tool for determining the priority of the technical parameters

  23. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 23 QUALITY FUNCTION DEPLOYMENT INTERACTION BETWEEN PARAMETERS Changing parameters can influence one or more other parameters. It is important to make the nature and strength of these interaction explicit before generating solution to improve one or more specific parameters of the product. In a second matrix, the so called “the roof of the House of Quality” the interaction between the parameters can be laid down.

  24. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 24 QUALITY FUNCTION DEPLOYMENT TECHNICAL ANALYSIS AND TARGET VALUES The current product and competitive products are being analysed to established the parameter values of various products. This comparison provides an insight into the possibility for improvement of the product and can help to set target values to be pursued. The inventory of possible improvement also provides a test for consistency of interaction matrix and the project objectives as it must be possible to align the results of the technical analysis through the interaction matrix with the results of product evaluation

  25. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 25 QUALITY FUNCTION DEPLOYMENT FEASIBILITY In general, one will seek improvement of those parameters for which the competitive products score better than the own product. The feasibility, however, of an improvement depends on the knowledge and skills of the people in the organisation, the available development capacity and the available production process.Therefore it is useful to estimate the degree of complexity or the costs of an improvement Finally, based on the priorities, feasibility and the mutual relationship between parameters, it has to be decided on which parameter and target values in the product development project will focus

  26. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 26 QUALITY FUNCTION DEPLOYMENT DEVELOPMENT PLAN The final results of QFD method is a development plan for the product involved. This plan lays down the target values(requirement) for technical parameters and is tailored to the development capacity available for the project. Parameter which because of feasibility do not yet qualify for improvement can give direction to R&D activities in the long term

  27. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 27 CASE 1 : OF QFD APPLICATION OF QFD ON ATTACHE CASE The case is based on fictional problem : the improvement of an attache case, The example served as an illustration only, not every steps is worked in detail

  28. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 28 CASE 1 : OF QFD APPLICATION OF QFD ON ATTACHE CASE The case is based on fictional problem : the improvement of an attache case, The example served as an illustration only, not every steps is worked in detail

  29. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 29 CASE 1. CUSTOMER VOICE : Determine what the customer considers important in a case By Mean-end analysis attributes can be refined Weighing factors shows the relative importance of product

  30. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 30 CASE 1. CUSTOMER VOICE : Product Attributes Importance - Easy to carry 2 - Easy to open 4 - Easy to find contents 4 - Adjustable capacity 1 - Easy to Close 3 - Durable 5 - Stable when standing 3 - Privately accessible 2

  31. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 31 CASE • 2. PRODUCT EVALUATION: • A systematic comparison of our product with that of our competitor in the eye of our customers • The product evaluation shows the potential improvement of our product • Strong and weak point of our design

  32. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 32 CASE 2. Product Evaluation: Product Attributes - Easy to carry - Easy to open - Easy to find contents - Adjustable capacity - Easy to Close - Durable - Stable when standing - Privately accessible 1 2 3 5 4 Competitive Product Our Product

  33. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 33 CASE • 3. Project Objectives: • Determining the aspects to improve involves strategic choices for relative importance of the product attributes • For attributes which do not need improvement, the target value is equal to the evaluation score of current product • The improvement rate relates the desired improvement to the current performance • Improvement rate = target value/evaluation score • Weight of each product is calculated • Weight = importance x improvement rate • Normalising the weighing scores into percentage

  34. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 34 CASE 3. Project Objectives: Product Attributes - Easy to carry - Easy to open - Easy to find contents - Adjustable capacity - Easy to Close - Durable - Stable when standing - Privately accessible Improvement Rate Target Value Weight (%) Weight 2 5 1 3 4 6 1 2 4 5 1.7 6.8 20 2.5 10 5 30 1 1 3 4 4 1.3 12 3.9 4 5 15 1 4 1 3 9 3 2 6 1 33.7 100

  35. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 35 CASE • 4. Technical Parameters: • Voice of the Engineers • Translate the subjective customers statement into objective engineering performance measure • QFD team must create a lists of technical measurement that are most likely to predict the degree to which a need will be fulfilled (Mean-End hierarchy)

  36. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 36 CASE • 4. Technical Parameters: • - Volume 394 cm3 • - Safety Lock Type X • - Empty Weight 2.4 Kg • - Opening Steps 6 steps • - Segment 5 segment • - Material Type K • - Angle of Opening 80 degree • - Closing force 0.045 N • - Wear of lock 5000 cycle

  37. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 37 CASE • 5. Matrix Interaction : • Relation between the product attributes and technical parameter are investigated • How strong is the relation for each cell • A score of importance or the parameter-attribute is obtained by • Score = Strength of relationship x weight of attribute • The sum of these scores per column indicates the priority of the technical parameters for the project

  38. Technical Parameters - Volume - Safety Lock - Empty Weight - Opening Steps - Segment - Material - Angle of Opening - Closing force - Wear of lock 5. Matrix Interaction Strong relationship = 9 Medium Relationship =3 Weak Relationship = 1 Weight (%) Product Attributes - Easy to carry - Easy to open - Easy to find contents - Adjustable capacity - Easy to Close - Durable - Stable when standing - Privately accessible Importance 2 6 54 6 6 4 20 60 60 20 180 4 30 270 90 30 1 3 27 9 9 9 3 12 108 36 36 5 15 135 15 45 135 135 3 9 27 9 27 2 6 18 54 6 138 Sum Scores 1616 57 333 150 153 231 150 305 99 9 9 21 19 6 Priority (%) 9 14 100 9 4 Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 38

  39. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 39 6. Interaction Between Technical Parameters: • Technical trade-offs • If one technical feature is improved, is there a strong possibility that another will also improve ? If yes then POSITIVE correlation exists • Alternatively, If one technical feature is improved, is there a strong possibility that another will get worse ? If yes then NEGATIVE correlation exists • Knowing the relationship and the priority for each technical parameter the company must approach the conflict as an opportunity for technical breakthrough.

  40. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 40 6. Interaction Between Technical Parameters: Technical Parameters - Volume - Safety Lock - Empty Weight - Opening Steps - Segment - Material - Angle of opening - Closing force - Wear of lock

  41. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 41 7. Technical Analysis and Target • On the basis of technical parameter, another comparison and evaluation should be carried out • On the basis of the technical data and the priorities of the parameter the target values are now being determined • A group of related technical parameters with these target values can then be submitted as PDS to a relatively independent design assignment team of designers

  42. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 42 Technical Parameters - Volume - Safety Lock - Empty Weight - Opening Steps - Segment - Material - Angle of Opening - Closing force - Wear of lock 7. Technical Analysis and Target cm3 Measurement Unit kg # type N # type # deg k 394 6 5 80 Our Product 0.45 5000 x 2.4 416 Competitive Product 2.2 4 l 0.32 3500 y 6 85 k 394 2 8 80 Target Value 0.45 5500 x 4

  43. Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 43 9. Development Plan : • The design team will have to pay attention to the factor that will improve the overall quality of product • In this case of attache case, the designer need to work on • reducing the the steps necessary to open the case to a target value of 2. • Increasing the segment into 8 • and increasing the wearnes of the lock to 5500 cycles.

  44. HOUSE OF QUALITY Technical Parameters - Volume - Safety Lock - Empty Weight - Opening Steps - Segment - Material - Angle of Opening - Closing force - Wear of lock Improvement Rate Weight (%) Importance Target Value Weight Product Attributes - Easy to carry - Easy to open - Easy to find contents - Adjustable capacity - Easy to Close - Durable - Stable when standing - Privately accessible 2 5 1 3 4 6 1 2 4 2 6 54 6 4 5 1.7 180 6.8 20 20 60 60 4 30 90 270 2.5 10 5 30 1 9 9 27 9 1 1 3 4 3 108 36 36 5 4 1.3 12 3.9 135 15 45 135 135 3 27 9 27 4 5 15 1 2 18 54 6 4 1 3 9 138 Sum Scores 1616 57 333 150 153 150 305 231 99 9 9 21 19 6 Priority (%) 9 14 100 9 4 3 2 6 1 cm3 Measurement Unit kg # type N # type # deg 33.7 100 k 394 6 5 80 Our Product 0.45 5000 x 2.4 416 Competitive Product 2.2 4 l 0.32 3500 y 6 85 k 394 2 8 80 Target Value 0.45 5500 x 4 Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 44

  45. HOUSE OF QUALITY Technical Parameters - Volume - Safety Lock - Empty Weight - Opening Steps - Segment - Material - Angle of Opening - Closing force - Wear of lock CORRELATION MATRIX Degree of Importance HOW Improvement Rate Weight (%) Target Value Weight Product Attributes - Easy to carry - Easy to open - Easy to find contents - Adjustable capacity - Easy to Close - Durable - Stable when standing - Privately accessible 2 5 1 3 4 6 1 2 4 2 6 54 6 4 5 1.7 6.8 180 20 20 60 60 RELATIONSHIPMATRIX COMPETITIVE ASSESMENT 4 30 90 WHAT 270 2.5 10 5 30 1 9 9 27 9 1 1 3 4 3 108 36 36 5 4 1.3 12 3.9 135 15 45 135 135 3 27 9 27 4 5 15 1 2 18 54 6 4 1 3 9 138 Sum Scores 1616 57 333 150 153 150 305 231 99 9 9 21 19 6 Priority (%) 9 14 100 9 4 3 2 6 COMPETITIVEASSESMENT 1 cm3 Measurement Unit kg # type N # type # deg 33.7 100 k 394 6 5 80 Our Product 0.45 5000 x 2.4 HOW MUCH 416 Competitive Product 2.2 4 l 0.32 3500 y 6 85 IMPORTANCE RATING k 394 2 8 80 Target Value 0.45 5500 x 4 Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 45

  46. QFD FLOW Design Requirements Customer Requirements Part Characteristic Design Requirements Manufacturing Operation Part Characteristic Production Requirement Manufacturing Operation Dr A. Riza Wahono : Product Development “ Qualitas krn Desain ” modul 5 46

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