1. Quality Function Deployment
Chapter 11
Quality Function Deployment
By:
Keri Carpenter
Arnold Brown
Jim Keys
Ning Yang

2. Defined
Quality Function Deployment is a planning tool used to fulfill customer expectations. It is a disciplined planning matrices that is used as the basis for decisions affecting any phase of the product development cycle. It is considered by many experts to be a perfect blueprint for quality by design.

3. The QFD teams
There are two types of teams- new product or improving an existing product. Teams are composed of members from marketing, design, quality, finance, and production.

4. QFD team continued
Time and inter-team communication are two very important things that each team must utilize to their fullest potential. Using time effectively is the essential resource in getting the project done on schedule. Using inter-team communication to its fullest extent will alleviate unforeseen problems and make the project run smoothly.

5. Four Benefits of QFD Customer driven Reduce implementation time
Promotes teamwork
Provides documentation

6. Customer driven Creates focus on customer requirements
Uses competitive information
Prioritizes resources
Identifies items that can be acted upon
Structures resident experience/information

7. Reduce implementation time
Decrease mid-stream design change
Limits post introduction problems
Avoids future development redundancies
Identifies future application opportunities
Surface missing assumptions

8. Promotes teamwork Based on concerns Creates communication
Identifies actions at interface
Creates global view out of details

9. Provides Documentation
Documents rationale for design
Easy to assimilate
Adds structure to the information
Adapts to change (a living document)
Provides framework for sensitivity analysis

11. Voice of the Customer What does the customer really want?
What are the customer’s expectations?
Are the customer’s expectations used to drive the design process?
What can the design team do to achieve customer satisfaction?

13. WAYS TO GATHER INFORMATION
Voice of the customer
WAYS TO GATHER INFORMATION
Focus groups
Complaint reports
Organizational standards
Gov. regulations
Law suites
Hot lines
Surveys
Customers tests
Preferred customers
Trade visits
Customer visits
Consultants
Sales force
Training
Trade shows
Vendors
Suppliers
Employees

14. Solicited Unsolicited Quantitative Qualitative Structured Random
Complaint reports
Organizational standards
Government regulations
Lawsuits
Trade Visits
Customer visits
Consultants
Focus Groups
Hot Lines
Surveys
Customer tests
Trade trials
Preferred customers
OM Testing
Product purchase survey
Customer audits
Sales force
Training Programs
Conventions
Trade journals
Trade shows
Vendors
Suppliers
Academic
Employees

15. Organization of Information
These methods are ideal for organizing large amounts information
Affinity Diagrams
Interrelationship Diagrams
Tree Diagrams
Cause and Effect Diagrams

16. Building a House of Quality
1 - Customer Requirements ( WHAT’s )
2 - Technical Descriptors ( HOW’s )
3 - Develop relationship between WHAT’s & HOW’s
4 - Develop an interrelationship between HOW’s
5 - Competitive assessments
Customer competitive assessment
Technical competitive assessment

17. House Continued 6 - Prioritize the customer requirements
Importance to customer
Target value
Service scale up factor
Sales point
Absolute weight
7 - Prioritize the technical descriptors
Degree of difficulty
Relative weight

19. Questions What is the harnesses function ? Is weight a factor?
How long would you really want to hang around in it for ?
Do you care what it looks like ?
What features do you want in your harness ?

21. Questions How important is webbing strength ?
How many buckles would you want on your Harness ?
How can we improve comfort ?
How can we make the harness user friendly ?

22. House of Quality

23. QFD Process
The QFD process must be continually refined to an actionable level of detail.
QFD is driven by the customer.
QFD refines the design process.
QFD saves the organization money.