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© G. A. Motter, 2006, 2008 & 2009 Illustrated by Examples Quality Function Deployment and Selection Matrices Customer Driven Product Development.

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Presentation on theme: "© G. A. Motter, 2006, 2008 & 2009 Illustrated by Examples Quality Function Deployment and Selection Matrices Customer Driven Product Development."— Presentation transcript:

1 © G. A. Motter, 2006, 2008 & 2009 Illustrated by Examples Quality Function Deployment and Selection Matrices Customer Driven Product Development

2 © G. A. Motter, 2006, 2008 & 2009 Test & Validate Assess Performance, Reliability, Mfg,... OK Capture & Analyze Voice of the Customer Identify Critical Customer Requirements (CCRs) & Establish System Specifications via QFD1 Design for Manufacturability Minimize Sensitivity to Mfg Variations Design for Robust Performance Minimize Sensitivity to Design & Operating Variations Predict Quality Predict   Iterate to Meet Quality Target Identify System Design Concept Determine System Functionality Map CCRs to System Functions via QFD2 Develop Detailed Design Map Functions to Design Parameters via QFD3 OK Deliver to Customer Optimize for 6  Validate Design Identify CCRs Define Define the Project Business Case, Opportunity Statement, Goal, Scope and Boundaries Typical DFSS Process Source: Design for Six Sigma, K. Yang

3 © G. A. Motter, 2006, 2008 & 2009 House of Quality & Selection Matrix Discussion Objectives  Understand purpose of each “Room” in the Matrix  Illustrate 7-step approach to HOQ, via example  Identify Critical Customer Requirements (CCRs)  Establish System Level Engineering Specifications  Explain Solution Selection Matrix

4 © G. A. Motter, 2006, 2008 & 2009 and Solution Selection Matrices? What are Quality Function Deployment  Tools to assist in data based decision making  System of matrices translating Customer Needs into Engineering Specifications  Tools to reduce design uncertainty  Applied to Product, Service, Process, IT, or Software Designs

5 © G. A. Motter, 2006, 2008 & 2009  What is a House of Quality? Graphical representation of the logic flow... Customer Needs Engineering Design Specifications 1 Customer Requirements (V) 3 Characteristic/Measures (how)(I) Target goals 7 Correlation (I) 2 Customer Rating (B) (V) 4 Relationships (What vs. How) (I) 6 5 Importance (V) How important Targets/Specs(B)(I) Technical evaluation (B) (V) = Comes from VOC information (B) = Comes from Benchmarking information (I) = Comes from Internal Expertise

6 © G. A. Motter, 2006, 2008 & 2009 1 Customer Needs Customer Needs (Room 1) Objective: Orderly summation of Customer’s Needs... from Voice of Customer... Collected early in the Identify Phase of DFSS

7 © G. A. Motter, 2006, 2008 & 2009 PrimarySecondary Willing to answer questions Treat me nicely Knows loan procedure Knows market Understands my situation Money when I need it Application quickly filled out Don’t make mistakes Give me the right rate Friendly staff Knowledgeable staff Speed Accurate Example: Bank Loan Customer Needs Source: Design and Management of Service Processes, R. Ramaswamy Tip: List of needs should be less than 20

8 © G. A. Motter, 2006, 2008 & 2009 Customer Rating (Room 2) Objectives: Document Importance of Customer Needs 1-5 Rating Frequency of Response does not indicate Importance Plot Customer Perception (opinion) of our performance and that of Competition Direct Competitors “Best In Class” Competitors 2 Customer Rating Importance Information comes from Quantitative Voice of Customer

9 © G. A. Motter, 2006, 2008 & 2009 Example: Customer Rating Source: Design and Management of Service Processes, R. Ramaswamy 1 2 345 Competition Comparison Import Key: My BankThe BankBank One Willing to answer questions Treat me nicely Knows loan process Knows market Understands my situation Money when I need iit Application fast to fill out Don’t make mistakes Give me the right rate Friendly Staff Knowledgeable Staff Speed Accuracy Primary WantSecondary Want 5 3 5 4 3 4 2 4 3

10 © G. A. Motter, 2006, 2008 & 2009 Design Measures (Room 3) Objectives: Translate from “Customer Speak” to “Engineering Design Speak” Measures (how) 3 Objective Measures that can be conducted during product development Ensure Customer Satisfaction © G. A. Motter, 2006 & 2008

11 © G. A. Motter, 2006, 2008 & 2009 Example: Measures (Room 3) Source: Design and Management of Service Processes, R. Ramaswamyn Willing to answer questions Treat me nice Knows loan proc. Knows market Understands my situation Money when I need it Application fast to fill out Don’t make mistakes Give me the right rate Friendly Staff Knowledgeable Staff Speed Accuracy Primary WantSecondary Want 1 2 3 4 5 Competition Comparison Import Key: My BankThe BankBank One Relationship Matrix StrongModerateWeak Weight 931 5 3 5 4 3 4 2 4 3 Target Goals Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application

12 © G. A. Motter, 2006, 2008 & 2009 Target goals 7 Correlation Measures Correlation (Room 7) Objectives :  Establish direction of improvement for each Design Measure Maximize Minimize Target a Specification  Determine which Measures are related, and extent of Relationship Identify Design Conflicts that lead to compromise or Trade-off 

13 © G. A. Motter, 2006, 2008 & 2009 Example: Measures Correlation Source: Design and Management of Service Processes, R. Ramaswamy Facilitation Question: As I Maximize, Minimize, or Target (This Measure), do I help or hurt my ability to Maximize, Minimize, or Target (This Measure) ?

14 © G. A. Motter, 2006, 2008 & 2009 Relationships (Room 4) 4 (What vs. How) Objective: Establish relationships between Design Measures & Customer Needs Relationships Process: Use 9 (strong), 3 (moderate) and 1 (weak)... rate Relationship between each Measure and Customer Need Use Relationship Matrix symbols: Calculate score for each cell by multiplying Importance Rating (Room 2) by Relationship Rating Add up individual scores for each Measure to determine the “How Important” value

15 © G. A. Motter, 2006, 2008 & 2009 Example: Relationships (Room 4) Source: Design and Management of Service Processes, R. Ramaswamy Facilitation Question: As I Maximize, Minimize, or Target _________, what direct positive impact does it have on satisfying ______________? (Measure) (Customer Need) “Time To Answer Phone” Overall Importance = (3)(5) + (3)(3) + (1)(4) = 28

16 © G. A. Motter, 2006, 2008 & 2009 Technical Evaluation (Room 5) 5 Technical evaluation Objective: Factual picture of how we technically compare to competition: Best in class Technology Innovative technology © G. A. Motter, 2006 & 2008

17 © G. A. Motter, 2006, 2008 & 2009 Example: Technical Evaluation (Room 5) Source: Design and Management of Service Processes, R. Ramaswamyb

18 © G. A. Motter, 2006, 2008 & 2009 Completed House of Quality Example Source: Design and Management of Service Processes, R. Ramaswamyn Willing to answer questions Treat me nice Knows loan proc. Knows market Understands my situation Money when I need it Application fast to fill out Don’t make mistakes Give me the right rate Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time to Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Friendly Staff Knowledgeable Staff Speed Accuracy + + + + + + - Target Goals Target Technical Evaluation How Important Primary WantSecondary Want 5432154321 2851331435273049463354 27 74 1 2 345 Competition Comparison Import Key: My BankThe BankBank One Relationship Matrix StrongModerateWeak Weight 931 6 Seconds > 10 4/100 Customer 5 Min/ Customer 1% Errors 0 Callbacks To Cust. 0 Return Visits 0 Callbacks 2 Days 30 Minutes.02 Errors /Customer 1%.5% + + + + + 5 3 5 4 3 4 2 4 3

19 © G. A. Motter, 2006, 2008 & 2009 Example – Aircraft APU

20 © G. A. Motter, 2006, 2008 & 2009 Example – Manufactured Module

21 © G. A. Motter, 2006, 2008 & 2009 Establish Design Specifications  Establish Targets, Upper Specification Limit (USL), and Lower Specification Limit (LSL) for each Measure in the HOQ  Set Target Values to: Ensure Customer Satisfaction Gain Competitive advantage Be sure to document Design Specs in bottom row of HOQ

22 © G. A. Motter, 2006, 2008 & 2009 Developing Further Houses Source: The Roadmap to Repeatable Success, B. Bicknell Design Measures (Hows) Customer Needs ( Whats ) House of Quality #1 ( Hows ) CCRs ( Whats ) House of Quality #2 Processes (Hows) Critical Functions House of Quality #3 Production Controls (Hows) Processes ( Whats ) House of Quality #4 (Whats) Functions CCRs Critical Functions Critical Processes

23 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals

24 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals List 8 - 10 possible solutions to your design challenge Features of finished design that cut across many full designs or... Specific full designs

25 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals List 6 – 12 Engineering Criteria Criteria utilized to select solution Examples: User friendly Maturity of technology Power requirements Space Weight Speed of response Hardware Platform – microprocessor, PC Software – C, Assembly Language

26 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals Importance Rating of each Criteria 1 – 5 scale

27 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals Specific Cell Rating... Rate each cell on how well the Possible Solution meets the Design Criteria Strong = 9 points, Moderate = 3 points, Weak = 1 point Use symbols for ease of understanding

28 © G. A. Motter, 2006, 2008 & 2009 Solution Selection Matrix Engineering Criteria Impt.Possible Solutions S 1 S 2 S 3 S 4 Criteria 1 Criteria 2 Criteria 3 Criteria 4 Totals S 2 Total Calculation = (S 2 )(ImpC 1 ) + (S 2 )(ImpC 2 ) +...(S 2 )(ImpC N )

29 © G. A. Motter, 2006, 2008 & 2009  Defined the purpose of each “Room” in the House of Quality (HOQ)  Illustrated, via an example  Provided algorithm to determine Critical Customer Requirements (CCRs)  Illustrated establishment of System Level Engineering Design Specifications  Defined Solution Selection Matrix  Provided Examples House of Quality & Selection Matrix Discussion Summary

30 © G. A. Motter, 2006, 2008 & 2009 Questions?

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