Description
It explains the four phase model of QFD, seven management and planning tools, models for applying QFD tools. It also provides lists of applications and benefits of QFD
Quality Function Deployment (QFD)
QFD
? "Time was when a man could order a pair of
shoes directly from the cobbler. By measuring the foot himself and personally handling all aspects of manufacturing, the cobbler could assure the customer would be satisfied," lamented - Dr. Yoji Akao,
What is QFD?
? Quality Function Deployment (QFD) was developed to
bring this personal interface to modern manufacturing and business alike. ? In today's industrial society, where the growing distance between producers and users is a concern, QFD links the needs of the customer (end user) with design, development, engineering, manufacturing, and service functions. ? It helps organizations seek out both spoken and unspoken needs, translate these into actions and designs, and focus various business functions toward achieving this common goal. ? QFD empowers organizations to exceed normal expectations and provide a level of unanticipated excitement that generates value.
What is QFD?
1. 2. 3. 4. 5.
Understanding Customer Requirements Quality Systems Thinking + Psychology + Knowledge Maximizing Positive Quality That Adds Value Comprehensive Quality System for Customer Satisfaction Strategy to Stay Ahead of The Game
Definition
? A methodology for building the “Voice of the Customer” into product and service design. ? The way to assure the design quality while the product is still in the design time. ? Planning tool used to fulfill customers expectations.
Brief Historic
? QFD was conceived in Japan in the late 60s by
Yoji Akao. ? It was first implemented in the Mitsubish’s Kobe Shipyard. ? Toyota used it to significantly reduce product development time. ? In North America it arrived in the 80s.
The Four-phase Model
?
?
? ?
There is different approaches of QFD. Four-phase model.
The most common approach found in the literature. It deploys costumer’s requirements into:
1. 2. 3. 4.
product planning. parts planning. process planning. production planning.
The Four-phase Model
Phase I
Design requirements
Phase II
Phase II
Part Requirements
Phase III
Phase III
Key Process Optimization
Phase IV
Phase IV
Production requirements
Key Process Optimization
Prototype and production Launch
The Seven Management and Planning Tools
? Affinity diagram
? Tree diagram
? Matrix diagram ? Prioritization matrix ? Interrelationship diagram ? Process decision program chart ? Active network diagram
Voice of The Customer
? What does customer really want?
? What are customer’s expectations?
? Are the customer’s expectations used to derive
the design process? ? What can design team do to achieve customer satisfaction?
The House of Quality
? The most important part of QFD.
? Most of QFD projects stop at the House of Quality.
? It displays customer’s needs along the left and development team’s technical response to meeting those wants and needs along the top. ? It is composed of several sections joined together in various ways. ? It is a storehouse of marketing and product planning
The House of Quality
Model for Applying QFD Tools
? The "House of Quality" can be used as a stand alone
tool to generate answers to a particular development problem. ? Alternatively it can be applied within a more complex system in which a series of tools are used. The " FourPhase Model" is the most widely known and utilized of these approaches. It translates customer requirements through several stages into production equipment settings; using three coupled QFD matrices and a table for planning production requirements.
Model for Applying QFD Tools
Key to roof / correlation matrix symbols + Positive / Supporting - Negative / Tradeoff
+ + -
-
+
DIRECTION OF IMPROVEMENT TECHNICAL REQUIREMENTS Performance measures Size of range Technical details PLANNING MATRIX
CUSTOMER REQUIREMENTS Easy to put on Comfortable when hanging Fits over different clothes Accessible gear loops Does not restrict movement Lightweight Safe Attractive TECHNICAL PRIORITIES PERCENTAGE OF TOTAL Our product Competitor A's product Competitor B's product DESIGN TARGETS
2 5 1 3 5 3 5 2 54 81.2 63 23.4 70.2 191.6 98.6 30 9 13 10 4 5 3 6 8 12 4 5 4 6 31
4mm
3 4
1
3 4 1 4 2 2 3 2
4 2 5 1 3 5 3 5
4 5 2 3 5 3 4 3
1.2 1.1 2.6 1.2 1.4 8.4 1.2 1.0 1.2 1.0 1.0 3.0
7 22 3 8
3 2 3 4 2
612
1.6 1.4 11.2 29 1.0 1.0 3.0 1.0 1.2 6.0 1.2 1.1 2.6
38
8 16 7
Total (100%)
16 1 4 1 2
5 4 5 3 4
Key to interrelationship matrix symbols Strong interrelationship Medium interreltionship Weak interrelationship
Y 174g 250 Y 193g 321 Y 157g 198 Y 160g 250
8mm 3mm 4mm
Applications of QFD
? Its primary application has been for planning and
managing product development. ? More recently it has been applied to different areas such as:
? Health care, Aircraft Engine Design, and Software
Development.
Benefits
? Some of the benefits of adopting QFD have
been documented as
? Reduced time to market ? Reduction in design changes ? Decreased design and manufacturing costs ? Improved quality ? Increased customer satisfaction ? Promotes teamwork ? Provides documentation
Promotes Teamwork
? Based on consensus
? Create communication at interfaces
? Identifies action at interface
Provides Documentation
? Is easy to assimilate
? Adapt to changes
Conclusion
? A tool that assists the tracking of the customer’s
requirements through all the phases of product development. ? House of Quality pits the “Voice of the Customer” against the “Voice of Designer.” ? It has been applied in several different areas.
Thanks !!
Customer’s Needs (What)
? The most important part of the matrix.
? It documents the “Voice of the Customer.”
? Interviews.
? Customers are encouraged to describe their needs
and problems.
? Affinity and Tree diagrams are used to build this
matrix.
Planning Matrix
? It quantifies the costumer’s requirements
priorities and their perception of the performance of existing products. ? It allows these priorities to be adjusted based on the issues that concern the design team. ? Since the needs are prioritized, the QFD team can focus in the highest ranking customer’s needs. ? Matrix Diagram and Prioritization Matrix are use to build this matrix.
Technical Requirements (How)
? Also referred as engineering characteristics or
“Voice of the Developer”. ? It is analyzed and structured like Customer’s needs section . ? Affinity and Tree diagrams are used to build this matrix.
Relationship Matrix
? Largest matrix of the House of Quality and
therefore represents the largest volume of work. ? Its purpose is to translate the requirements as expressed by the customer into the technical characteristics of the product. ? It is a 2-d matrix with cells that relate to combination of customer’s needs and technical requirements. ? In order to measure this relationship, usually four level are considered (high, medium, low, none).
Roof (Correlation Matrix)
? It is used to identify where the technical
requirements of the product support or impede one another. ? It uses a matrix, and for each cell the following question is asked:
? Does improving one requirement cause a
deterioration or improvement in the other technical requirement ?
Roof (Cont.)
? The information recorded in the roof is useful in
several ways:
? It highlights where a focused design improvement
could lead to a range of benefits to the product. ? It also focuses attention to the negative relationship in the design.
? Opportunities for innovative solutions.
Targets
? It summarizes the conclusions drawn from the
data contained in the entire matrix and the team’s discussions. ? It is generally made up from three parts:
? Technical priorities.
? Competitive benchmarks.
? Targets.
QFD for Software Development
? To put quality into a software, first one must
understand what is meant by “software quality.” ? Two views of quality.
? Traditional: Minimization of defects. ? Modern: Maximization of the value of the software.
? We can have a software with no defects but
also with no value to the user (Traditional view drawback).
QFD for Software Development
? To determine what is of value to the user.
? Such a task is not easy and should be done with
an approach that is systematic and quantifiable. ? This is where QFD plays an important role.
Matrix Diagrams and Prioritization Matrix
Tree Diagram
Left to Right: the question how accomplished ? Right to Left: the question ‘‘why’’?
The Relationship Matrix
Correlation Matrix
doc_162831973.pptx
It explains the four phase model of QFD, seven management and planning tools, models for applying QFD tools. It also provides lists of applications and benefits of QFD
Quality Function Deployment (QFD)
QFD
? "Time was when a man could order a pair of
shoes directly from the cobbler. By measuring the foot himself and personally handling all aspects of manufacturing, the cobbler could assure the customer would be satisfied," lamented - Dr. Yoji Akao,
What is QFD?
? Quality Function Deployment (QFD) was developed to
bring this personal interface to modern manufacturing and business alike. ? In today's industrial society, where the growing distance between producers and users is a concern, QFD links the needs of the customer (end user) with design, development, engineering, manufacturing, and service functions. ? It helps organizations seek out both spoken and unspoken needs, translate these into actions and designs, and focus various business functions toward achieving this common goal. ? QFD empowers organizations to exceed normal expectations and provide a level of unanticipated excitement that generates value.
What is QFD?
1. 2. 3. 4. 5.
Understanding Customer Requirements Quality Systems Thinking + Psychology + Knowledge Maximizing Positive Quality That Adds Value Comprehensive Quality System for Customer Satisfaction Strategy to Stay Ahead of The Game
Definition
? A methodology for building the “Voice of the Customer” into product and service design. ? The way to assure the design quality while the product is still in the design time. ? Planning tool used to fulfill customers expectations.
Brief Historic
? QFD was conceived in Japan in the late 60s by
Yoji Akao. ? It was first implemented in the Mitsubish’s Kobe Shipyard. ? Toyota used it to significantly reduce product development time. ? In North America it arrived in the 80s.
The Four-phase Model
?
?
? ?
There is different approaches of QFD. Four-phase model.
The most common approach found in the literature. It deploys costumer’s requirements into:
1. 2. 3. 4.
product planning. parts planning. process planning. production planning.
The Four-phase Model
Phase I
Design requirements
Phase II
Phase II
Part Requirements
Phase III
Phase III
Key Process Optimization
Phase IV
Phase IV
Production requirements
Key Process Optimization
Prototype and production Launch
The Seven Management and Planning Tools
? Affinity diagram
? Tree diagram
? Matrix diagram ? Prioritization matrix ? Interrelationship diagram ? Process decision program chart ? Active network diagram
Voice of The Customer
? What does customer really want?
? What are customer’s expectations?
? Are the customer’s expectations used to derive
the design process? ? What can design team do to achieve customer satisfaction?
The House of Quality
? The most important part of QFD.
? Most of QFD projects stop at the House of Quality.
? It displays customer’s needs along the left and development team’s technical response to meeting those wants and needs along the top. ? It is composed of several sections joined together in various ways. ? It is a storehouse of marketing and product planning
The House of Quality
Model for Applying QFD Tools
? The "House of Quality" can be used as a stand alone
tool to generate answers to a particular development problem. ? Alternatively it can be applied within a more complex system in which a series of tools are used. The " FourPhase Model" is the most widely known and utilized of these approaches. It translates customer requirements through several stages into production equipment settings; using three coupled QFD matrices and a table for planning production requirements.
Model for Applying QFD Tools
Key to roof / correlation matrix symbols + Positive / Supporting - Negative / Tradeoff
+ + -
-
+
DIRECTION OF IMPROVEMENT TECHNICAL REQUIREMENTS Performance measures Size of range Technical details PLANNING MATRIX
CUSTOMER REQUIREMENTS Easy to put on Comfortable when hanging Fits over different clothes Accessible gear loops Does not restrict movement Lightweight Safe Attractive TECHNICAL PRIORITIES PERCENTAGE OF TOTAL Our product Competitor A's product Competitor B's product DESIGN TARGETS
2 5 1 3 5 3 5 2 54 81.2 63 23.4 70.2 191.6 98.6 30 9 13 10 4 5 3 6 8 12 4 5 4 6 31
4mm
3 4
1
3 4 1 4 2 2 3 2
4 2 5 1 3 5 3 5
4 5 2 3 5 3 4 3
1.2 1.1 2.6 1.2 1.4 8.4 1.2 1.0 1.2 1.0 1.0 3.0
7 22 3 8
3 2 3 4 2
612
1.6 1.4 11.2 29 1.0 1.0 3.0 1.0 1.2 6.0 1.2 1.1 2.6
38
8 16 7
Total (100%)
16 1 4 1 2
5 4 5 3 4
Key to interrelationship matrix symbols Strong interrelationship Medium interreltionship Weak interrelationship
Y 174g 250 Y 193g 321 Y 157g 198 Y 160g 250
8mm 3mm 4mm
Applications of QFD
? Its primary application has been for planning and
managing product development. ? More recently it has been applied to different areas such as:
? Health care, Aircraft Engine Design, and Software
Development.
Benefits
? Some of the benefits of adopting QFD have
been documented as
? Reduced time to market ? Reduction in design changes ? Decreased design and manufacturing costs ? Improved quality ? Increased customer satisfaction ? Promotes teamwork ? Provides documentation
Promotes Teamwork
? Based on consensus
? Create communication at interfaces
? Identifies action at interface
Provides Documentation
? Is easy to assimilate
? Adapt to changes
Conclusion
? A tool that assists the tracking of the customer’s
requirements through all the phases of product development. ? House of Quality pits the “Voice of the Customer” against the “Voice of Designer.” ? It has been applied in several different areas.
Thanks !!
Customer’s Needs (What)
? The most important part of the matrix.
? It documents the “Voice of the Customer.”
? Interviews.
? Customers are encouraged to describe their needs
and problems.
? Affinity and Tree diagrams are used to build this
matrix.
Planning Matrix
? It quantifies the costumer’s requirements
priorities and their perception of the performance of existing products. ? It allows these priorities to be adjusted based on the issues that concern the design team. ? Since the needs are prioritized, the QFD team can focus in the highest ranking customer’s needs. ? Matrix Diagram and Prioritization Matrix are use to build this matrix.
Technical Requirements (How)
? Also referred as engineering characteristics or
“Voice of the Developer”. ? It is analyzed and structured like Customer’s needs section . ? Affinity and Tree diagrams are used to build this matrix.
Relationship Matrix
? Largest matrix of the House of Quality and
therefore represents the largest volume of work. ? Its purpose is to translate the requirements as expressed by the customer into the technical characteristics of the product. ? It is a 2-d matrix with cells that relate to combination of customer’s needs and technical requirements. ? In order to measure this relationship, usually four level are considered (high, medium, low, none).
Roof (Correlation Matrix)
? It is used to identify where the technical
requirements of the product support or impede one another. ? It uses a matrix, and for each cell the following question is asked:
? Does improving one requirement cause a
deterioration or improvement in the other technical requirement ?
Roof (Cont.)
? The information recorded in the roof is useful in
several ways:
? It highlights where a focused design improvement
could lead to a range of benefits to the product. ? It also focuses attention to the negative relationship in the design.
? Opportunities for innovative solutions.
Targets
? It summarizes the conclusions drawn from the
data contained in the entire matrix and the team’s discussions. ? It is generally made up from three parts:
? Technical priorities.
? Competitive benchmarks.
? Targets.
QFD for Software Development
? To put quality into a software, first one must
understand what is meant by “software quality.” ? Two views of quality.
? Traditional: Minimization of defects. ? Modern: Maximization of the value of the software.
? We can have a software with no defects but
also with no value to the user (Traditional view drawback).
QFD for Software Development
? To determine what is of value to the user.
? Such a task is not easy and should be done with
an approach that is systematic and quantifiable. ? This is where QFD plays an important role.
Matrix Diagrams and Prioritization Matrix
Tree Diagram
Left to Right: the question how accomplished ? Right to Left: the question ‘‘why’’?
The Relationship Matrix
Correlation Matrix
doc_162831973.pptx