1. QFD Requirements prioritization
J.Jayaraman
Center for Aerospace Systems Design and Engineering)
Department of Aerospace Engineering
Indian Institute of technology, Bombay
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2. JJ DIAT POINTS COURSE 02-06-2008
Benefits of QFD
Comparison of design changes with and without QFD
months
Design changes
Jap Co used QFD
US Co Did not use QFD
Toyota production start up problems before and after QFD
After QFD
Before QFD
Product complaints
months
JJ DIAT POINTS COURSE

3. JJ DIAT POINTS COURSE 02-06-2008
Benefits of QFD
Pre QFD
startup
Pre production
After QFD
startup
Pre production
39% of pre QFD cost
Loss
Preparation training etc.
Start up and Pre-production costs at Toyota before and after QFD
JJ DIAT POINTS COURSE

4. Quality Function Deployment (QFD)
QFD is a concept developed by Yaji Akao
Developed at Kobe shipyard of Mitsubishi Shipyard early 1980s.
Xerox and Ford have used it
Typically applied to small systems. Being tried for large systems (NASA Lunar Rover)
It was developed to build design quality into a product
JJ DIAT POINTS COURSE

5. Quality Function Deployment (QFD)
It facilitates translation of a prioritized set of subjective customer requirements into a set of system level requirements during system conceptual stage
It addresses customer requirements, design requirements, functions, parts, and failure modes
JJ DIAT POINTS COURSE

6. Quality Function Deployment (QFD)
Definition
“ An organized, disciplined process for determining the product or service requirements necessary to achieve customer-perceived expressed or unexpressed quality”
(Otten and Groeneveld 2002)
JJ DIAT POINTS COURSE

7. Quality Function Deployment (QFD)
QFD permits analysis and determination of priority issues
QFD is a planning process
Out puts are the key action issues for improved customer satisfaction
JJ DIAT POINTS COURSE

8. Quality Function Deployment (QFD)
Hows
vs. hows
Benchmarking competition
Customer weights
Relative importance
Design
requirements
Hows
whys
Customer
Requirements
whats
Relationship
Matrix
Whats vs. hows
Whats vs.
whys
How much
How much
vs. How much
Prioritized requirements Competitive benchmarks Design targets
JJ DIAT POINTS COURSE

9. QFD provides integration through the life cycle phases of the system
Customer voice analysis
Customer Requirements
System Design Requirements
Sub-system Requirements
Part requirements
Process requirements
Customer importance
Product design and development
Manufacturing process design and development
JJ DIAT POINTS COURSE

10. Requirements prioritization
Improvement ratio: It is the ratio of desired performance to existing performance
Sales point: It is the weight given to a requirement if it will improve the marketability of the product
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11. Requirements prioritization
Customer weights: The importance customer gives to each of his requirements. It defines his priorities.
Customer satisfaction: It is the rating of the existing product technical characteristics based on the customer requirements
Planned satisfaction: It is the rating of the new product technical characteristics planned based on customer requirements
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12. Determining Target values Design Requirements
Identify customer Requirements (CR) and weight
Identify design requirements (DR) corresponding to CR
Identify relationship between DR and CR
Bench mark competitive products on CR
Determine improvement ratio and revised weights of CR
Calculate weight of DRs
Choose best value of competing DR performance
JJ DIAT POINTS COURSE

13. Video projector Customer requirements and weights
CR No.
Customer requirements
Customer
weights 1
Excellent image quality 3 2
Clear sound
Easy to use 9 4
portable 5
stylish 6
reliable 7
quiet 8
compatible
affordable 10
Bright image
Customer
weights
scale 1-9

14. Video projector benchmarking competitors
IPR- Improvement ratio
Customer requirements
Customer weights Us
Product A
Plan
IPR
Sales point
Raw score
Revised customer weights
Excellent image quality 3 5 7
1.4
1.2
5.0
6.0
Clear sound 1 4
1.0
Easy to use 9 6
1.3
11.7
14.0
portable 8
stylish
reliable
16.8
quiet
3.0
3.6
compatible
10.8
12.9
affordable
1.1
9.9
11.9
Bright image
15.1
18.3
Raw score= customer weight*IPR*sales point
Revised Customer wt. = Raw score/ Raw score

15. Video projector design requirements with their units
Sl No.
Units
Image brightness 1
lumens
Contrast ratio 2
a:1
Image resolution 3
X*Y pixels
weight 4 kg
Set up time 5
seconds
Audio quality 6
N-M Hz.
Audio volume 7
Watts
Physical volume 8
mm*mm*mm
Surface temperature 9
Degree C
Operating noise 10 dB
MTBF 11
Hours`

16. Video projector Relationship matrix CRs vs. DRs
CR No.
Revised Cust. wts.
Design requirements 1 2 3 4 5 6 7 8 9 10 11 1
6.0 9 9 9 3 1 2
1.4 1 9 3 1 3 3
14.0 3 9 1 3 1 4
14.0 9 1 1 1 9 1 5
1.2 1 1 1 3 1 6
16.8 1 1 3 1 3 9 7
3.6 1 1 1 1 9 8
12.9 9 9
11.9 3 1 1 3 1 3 10
18.3 9 3 3 3 3 9 3 3
Raw score
236
109
109
282
307 31 35
274
165
105
232
Rel.wt. % Priority 4 2 1 3

17. Video projector Target requirements
Surface temperature
requirements
Design
Set up time
Audio quality
Audio volume
Physical volume
Image brightness
Contrast ratio
Image resolution
Operating noise
Weight
MTBF
Our product
500
350:1
600*
450
4.2. 30
50 to 6000
0.8
305*
230*
100 50 45
50K
40K 40 60
350*
250*
100 1
50 to 6000 35
4.5
800* 600
400:1
700
Product A
50K 40 50
305*
230*
100 1 To
6000 30 4
800*
600
400:1
700
Target s

18. Quality Function Deployment (QFD)
Solve water dispenser problem in place of the video projector
JJ DIAT POINTS COURSE