QUALITY FUNCTION DEPLOYMENT Gülser Köksal Industrial Engineering Department

QUALITY FUNCTION DEPLOYMENT Gülser Köksal Industrial Engineering Department Middle East Technical University © 2009 -2012

Contents • • • Serial vs. concurrent engineering What is QFD? Voice of customer vs. voice of engineer Kano model QFD approaches Phases of QFD House of quality-product planning matrix Kansei engineering Conclusion

SERIAL ENGINEERING Marketing Product Design Process Design Manufacturing Sales

What is wrong with serial engineering?

CONCURRENT ENGINEERING

Sequential and concurrent development of new products Brookes and Backhouse (1996)

QUALITY FUNCTION DEPLOYMENT • Understand prioritize spoken and unspoken customer needs • Translate these needs into technical characteristics and specifications • Build and deliver a quality product or service by focusing everybody toward customer satisfaction

Customer Requirements vs. Technical Requirements How customer imagines. . . How engineer interprets. . .

ADVANTAGES OF QFD • decreases engineering changes • reduces product development cycle time • reduces start-up costs • reduces warranty claims • improves communication • helps a company focus time and efforts on key areas which can provide a competitive edge • helps identify specific competitive advantages easily

No. of engineering cahnges QFD reduces engineering changes First sale Month 1985 Source: L. P. Sullivan, 1986, ‘Quality Function Deployment’, Quality Progress, 19(6), 39 -50.

Your needs or customers needs? • North American manufacturers do detailed market study only 25% of the time • Quality of market study: 5. 74 on a scale of 10 (Cooper, R. G. 1993)

Kano Model

Observe your customers • Go to GEMBA (true source of info. ) • See and hear customer’s problems, opportunities, and imagine issues

A Simple Four-Phase QFD

More Phases of QFD – Matrix of Matrices Source: B. King, 1987, Better Designs in Half the Time, GOAL/QPC, Massachusets

A House of Quality Example: Rock Climbing Harness

A House of Quality Example: Rock Climbing Harness Development Project Objectives Improve harness design Improve marketing and distribution Increase market share by %6 in a year Improve manufacturing processes Improve harness design Increase profit margin by %10 in two years Reduce cost Improve price

Rock Climbing Harness HOQ – A Simple Version

Rock Climbing Harness HOQ – An Advanced Version For computational details see: Köksal, G. and Smith, W. A. , Jr. , 1995, A Multi-Stage Application of Quality Function Deployment in Textiles Dyeing and Finishing, Transactions on Operational Research, 7, 63 -79.

QFD stages for the harness example Product Padding Planning thickness Cost/ Value ratio Cost Comfortable when hanging Product Design Reduces pressure Padding material A new material Padding thickness Critical Parts Reduces pressure Reliability Broken stitches Comfortable when hanging New Concepts Padding material Manufac. Sewing turing Padding material Production Stitches/ & Quality cm. Control Sewing

KANSEI (Senses) ENGINEERING • Translate customer feeling and image into design and component elements • Example: Mazda Miata stick shift at 9. 5 cm conveys optimal feeling of sportiness and control • Example: MD Robotics built the "most realistic dinosaur" ever made for the Universal Studio’s new Jurassic Park.

The Dinosaur Developed Using Kansei Engineering

CONCLUSION • Product designers and engineers can improve quality of their designs by: – Understanding their customers’ needs well (using QFD, Kansei Engineering) – Using effective mechanisms such as QFD to deploy these needs into their products