Quality Function Deployment QFD House of Quality 3 15 2018

Quality Function Deployment (QFD), House of Quality 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 1

Outline l Introduction l QFD Team l Benefits Of QFD l Voice Of The Customer l House Of Quality l Building A House Of Quality l QFD Process l Summary 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 2

Introduction l Dr. Mizuno, Prof. Emeritus l Mitsubishi Heavy Industries l Kobe Shipyards, 1972 l Toyota Minivans (1977 Base) l 1979 - 20% Reduction In Start-Up Costs l 1982 - 38% l 1984 - 61% l Dr. Clausing, Xerox, 1984 l Any Manufacturing Or Service Industry 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 3

QFD Team l Significant Amount Of Time l Communication l Two Types Of Teams l New Product l Improve Existing Product l Marketing, Design, Quality, Finance, Production, Etc. 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 4

Benefits Of QFD l Customer Driven l Reduces Implementation Time l Promotes Teamwork l Provides Documentation 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 5

Customer Driven l Creates Focus On Customer Requirements l Uses Competitive Information Effectively l Prioritizes Resources l Identifies Items That Can Be Acted On l Structures Resident Experience/Information 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 6

Reduces Implementation Time l Decreases Midstream Design Change l Limits Post Introduction Problems l Avoids Future Development Redundancies l Identifies Future Application Opportunities l Surfaces Missing Assumptions 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 7

Promotes Teamwork l Based On Consensus l Creates Communication At Interfaces l Identifies Actions At Interfaces l Creates Global View-Out Of Details 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 8

Provides Documentation l Documents Rationale For Design l Is Easy To Assimilate l Adds Structure To The Information l Adapts To Changes (Living Document) l Provides Framework For Sensitivity Analysis 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 9

Voice Of The Customer l Driving Force Behind QFD l Customer Dictates Attributes Of Product l Customer Satisfaction l Meeting Or Exceeding Customer Expectations l Customer Expectations Can Be Vague & General In Nature l Customer Expectations Must Be Taken Literally, Not Translated Into What The Organization Desires 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 10

Collecting Customer Information l What Does Customer Really Want ? l What Are Customer’s Expectations ? l Are Customer’s Expectations Used To Drive Design Process ? l What Can Design Team Do To Achieve Customer Satisfaction? 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 11

Types Of Customer Information l Solicited, Measurable, Routine l Cus. & Market Surveys, Trade Trials l Unsolicited, Measurable, Routine l Customer Complaints, Lawsuits l Solicited, Subjective, Routine l Focus Groups l Solicited, Subjective, Haphazard l Trade & Cus. Visits, Indep. Consultants l Unsolicited, Subjective, Haphazard l Conventions, Vendors, Suppliers 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 12

House Of Quality Interrelationship between Technical Descriptors Relationship between Requirements and Descriptors Prioritized Customer Requirements (Voice of the Customer) Technical Descriptors (Voice of the organization) Prioritized Technical Descriptors 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 13

Building A House Of Quality l List Customer Requirements (What’s) l List Technical Descriptors (How’s) l Develop Relationship (What’s & How’s) l Develop Interrelationship (How’s) l Competitive Assessments l Prioritize Customer Requirements l Prioritize Technical Descriptors 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 14

QFD Matrix Technical Descriptors Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Prioritized Technical Descriptors Customer Competitive Assessment Technical Our Competitive A’s Assessment B’s Degree of Technical Difficulty Target Value Absolute Weight and Percent Relative Weight and Percent 3/15/2018 Strong Medium Weak Prioritized Customer Requirements Secondary Primary Strong Positive Negative Strong Negative +9 +3 +1 Customer Requirements +9 +3 -3 -9 Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 15

Tertiary Secondary Customer Requirements (WHATs) Primary Customer Requirements (What’s) 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 16

Tertiary Secondary Technical Descriptors (HOWs) Primary Technical Descriptors (How’s) 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 17

L - Shaped Diagram Technical Descriptors Primary Secondary Customer Requirements Primary Secondary 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 18

Relationship Matrix Technical Descriptors Primary Customer Requirements 3/15/2018 Secondary Primary Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY Strong Medium Weak 19

Correlation Matrix Technical Descriptors Primary Customer Requirements 3/15/2018 Secondary Primary Secondary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs +9 +3 -3 -9 Strong Positive Negative Strong Negative Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY Strong Medium Weak 20

5 3 1 2 5 1 4 4 Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs +9 +3 +1 Strong Medium Weak Ours Customer Competitive A’s Assessment B’s Customer Requirements Customer Competitive Assessment 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 21

Technical Competitive Assessment Customer Requirements 5 3 1 2 5 1 4 4 Strong Medium Weak Our A’s B’s 1 3 4 2 1 4 +9 +3 +1 Customer Competitive Assessment Technical Our Competitive A’s Assessment B’s Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 22

Prioritized Customer Requirements l Importance Rating l Target Value l Scale-Up Factor l Sales Point l Absolute Weight & Percent l (Importance Rating) l (Scale-Up Factor) l (Sales Point) 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 23

Technical Descriptors Secondary 3/15/2018 1 3 4 21 2 1 4 Customer Competitive Assessment Technical Our Competitive A’s Assessment B’s 7 3 9 10 2 4 8 1 5 1. 2 3 1. 5 2 1 1. 5 1 15 3 5 1 1. 5 3 1 2 1. 5 4 1 4 Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight 5 3 1 2 5 1 4 4 Customer Requirements Primary Secondary Prioritized Customer Requirements Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Primary +9 +3 +1 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY Strong Medium Weak 24

Prioritized Technical Descriptors l Degree Of Difficulty l Target Value l Absolute Weight & Percent R is Relationship Matrix c is Customer Importance l Relative Weight & Percent R is Relationship Matrix c is Customer Absolute Weights 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 25

Technical Descriptors Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Prioritized Customer Requirements 5 1. 2 3 1. 5 2 1 3 1. 5 1 15 5 1 1. 5 3 1 2 1. 5 4 1 4 Customer Competitive Assessment 5 3 1 2 5 1 4 4 1 3 4 21 2 1 4 Technical Our Competitive A’s Assessment B’s Degree of Technical Difficulty 1 8 4 2 9 8 2 5 2 3 4 31 3 1 5 Target Value Absolute Weight and Percent 90 133 Relative Weight and Percent Prioritized Technical Descriptors 3/15/2018 7 3 9 10 2 4 8 1 Strong Medium Weak Our A’s B’s Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Secondary Primary Strong Positive Negative Strong Negative +9 +3 +1 Customer Requirements +9 +3 -3 -9 Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 26

QFD Process HOW MUCH 3/15/2018 WHATs HOWs HOW MUCH swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 27

Phase I Product Planning Customer Requirements Design Requirements 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 28

Phase II Part Development Design Requirements Part Quality Characteristics 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 29

Phase III Process Planning Part Quality Characteristics Key Process Operations 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 30

Phase IV Production Planning Key Process Operations Production Requirements 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY Production Launch 31

QFD Summary l Orderly Way Of Obtaining Information & Presenting It l Shorter Product Development Cycle l Considerably Reduced Start-Up Costs l Fewer Engineering Changes l Reduced Chance Of Oversights During Design Process l Environment Of Teamwork l Consensus Decisions l Preserves Everything In Writing 3/15/2018 swamynathan. S. M/TQM/UNIT 4/QFD, HOUSE OF QUALITY 32