experience the qfd : an automobile bumper client request: there is too much damage to bumpers in...
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Experience the QFD :An Automobile Bumper
Client Request: There is too much damage to bumpers in low-speed collisions. Customer wants a better bumper.
Step 1: Identifying the Customer(s)
• Who wants the product?
• Who will build the product and how?
• Who will sell the product?
• Who will use the product?
QFD ExampleAn Automobile Bumper
Step 1: Identify All Customer(s)
– Repair Workshops
– Automobile Owner
– Manufacturing Plant
– Automobile parts store
Step 2: Determining Customer Requirements
Develop a list of all the customer requirements and constraints.
What is the difference between a customer requirement and a customer constraint?
Constraint vs. Requirement
Functional Requirements are statements of the specific performance of the design: What the product should do.
Constraints are external factors that in some way limit the selection of system or subsystem characteristics.
Types of Requirements
• Normal Needs – Requirements so fundamental they are often not expressed, however they are crucial and must be identified. If not met, customer is NOT happy.
• Expected Needs – Requirements which provide increased satisfaction as performance improves.
• Excitement Needs – Requirements that cause immediate happiness. Creation of excitement features will differentiate your product from the competition.
QFD ExampleAn Automobile Bumper
Step 2: Determine Customer Requirements/Constraints– I want something that looks nice (normal)– It must hold my license plate (expected)– I want it strong enough not to dent (excitement)– It must protect my tail-lights and head-lights
(expected)– I don’t want to pay too much (normal)– I want something that doesn’t rust (expected)– I want something that lasts a long time (normal)– I want something that protects my fender/hood
(normal)
Step 3: Prioritizing the Requirements
Each Requirement/Constraint should be listed in order of importance. This helps the designer decide how much effort, time, and money should be invested to achieve the Requirement/Constraint
Prioritizing can be done in many ways, we will demonstrate the use of a Binary Comparison to generate a weighting factor
Binary Comparison
Compare each requirement/constraint to all others, using a 0 and 1 to determine which is most important.
Sum up ‘score’ for each requirement and use percentages to determine order of importance.
1/2 1/3 1/4 2/3 2/4 3/4 Sum %Sum Requirement 1 1 0 1 2 33% Requirement 2 0 0 1 1 17% Requirement 3 1 1 1 3 50% Requirement 4 0 0 0 0 0%
Totals 6 100%
QFD ExampleAn Automobile Bumper
Step 3: Prioritize Customer Requirements
1/2 1/3 1/4 1/5 1/6 1/7 1/8 2/3 2/4 2/5 6/7 6/8 7/8 Sum % Sum
1. Looks Good 0 0 0 1 0 1 0 2 7%
2. Holds License Plate 1 0 0 0 2 7%
3. Resists Dents 1 1 7 25%
4. Protects Lights 1 1 4 14%
5. Doesn't Rust 0 1 1 4%
6. Lasts a long time 1 1 0 5 18%
7. Inexpensive 0 0 0 1 4%
8. Protects fender/hood 1 1 1 6 21%
Totals: 28 100%
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Step 4: Competitive Benchmarking
Benchmarking provides a standard, or point of reference and range, that can be used to judge quality, value, and performance.
It provides a perspective on what the best-in-class product is and what makes it so.
Final outcomes from benchmarking include discoveries about where the product and industry appear to be headed in the future (industry trends.)
What do you look for while Benchmarking your product?
• Functions performed• Targeted Market Segment• Cost• Reliability/Warranty• Geometry, Space Requirements• Material used on individual parts• Ergonomics
Where to find Benchmark Information?
• Stores and other locations with similar products
• Libraries• Thomas Register of Companies (
www.thomasregister.com)• Consumer Reports • Trade Magazines• Patents (www.patents.ibm.com)• World Wide Web• Similar Technology• Yellow Pages
Competitive Benchmarking
Once you have obtained data about potential competitors, you need to compare each competing product with your customer requirements and constraints. Some comparisons are objective, some subjective.
QFD ExampleAn Automobile Bumper
Step 4: Competition Benchmarking
– Identify Competitors
– Test and Analyze Competitor Products
– Reverse Engineer Competitor Products
– Rate Competitor Products against customer requirements/constraints
Step 5: Translating Customer Requirements into Engineering Specifications
You’ve got a list of general requirements, you’ve spoken with your client and have their vision, and you researched a ton of market information. But normally the information you gathered isn’t specific enough in an engineering sense.
• Low cost• Reliable• Strong• Sustainable
What do those words mean in the engineering world?
Step 5: Translating Customer Requirements into Engineering Specifications
As an Engineer, you must take your customer’s requirements and constraints and translate them into measurable engineering specifications:
• Low cost =>– Production cost under $25– Retail cost under $50
• Reliability =>– MTBF of 200,000 hours– Warranty against failure of 1 year
• Strong– Specify a yield strength to help choose material
Step 6: Set Engineering Targets for Design Specifications
Determine reasonable Engineering Targets for each of your Design Specifications
1. Ascertain how the competition meets the engineering targets
2. Remember targets are not set in stone – they can change as the product develops
Engineering targets must be measurable and or testable to be useful.
QFD ExampleAn Automobile Bumper
Steps 5 and 6: Translate Customer Requirements into Measurable Engineering Specifications and define target values
– Specify how license plate will be held
– Specify how to resist dents through material yield strength, young's modulus, etc.
– Specify with a dollar amount the term ‘inexpensive’
Visualizing your QFD
You have all this information. How do you organize it?
1. Create an Engineering Specification Document
2. Create a Competitive Benchmarking Document
3. Show information in a House of Quality
QFD ExampleAn Automobile Bumper
Put prioritized Customer Requirements into a House of Quality Chart
Importance
Rating
Resists Dents 1Protects Fender/Hood 2Lasts a long Time 3Protects Lights 4Looks Good 5Holds License Plate 6Doesn't Rust 7Inexpensive 8
Engineering Requirements (Region 2)
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Matrix of Requirement Relations (Region 3)
Engineering Targets (Region 5)
Competitive Benchmarking Scale
Below is a possible scale for rating the competition’s product based on customer requirements.1 = the design does not meet the requirement2 = the design meets the requirement slightly3 = the design meets the requirement somewhat4 = the design meets the requirement mostly5 = the design completely meets the
requirement
QFD ExampleAn Automobile Bumper
Put competitive benchmarking information into House of Quality
Importance
Rating
Resists Dents 1 5 3 4
Protects Fender/Hood 2 4 2 4
Lasts a long Time 3 4 5 5
Protects Lights 4 8 1 3
Looks Good 5 2 5 5
Holds License Plate 6 5 5 5
Doesn't Rust 7 5 3 3
Inexpensive 8 5 2 2
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Matrix of Requirement Relations (Region 3)
Engineering Targets (Region 5)
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Engineering Requirements (Region 2)
House of Quality ExampleAn Automobile Bumper
Importance
Rating
Resists Dents 1 X X X X 5 5 5
Protects Fender/Hood 2 X X X 3 4 4
Lasts a long Time 3 X X X X 4 5 5
Protects Lights 4 X X X 4 1 1
Looks Good 5 X 2 3 3
Holds License Plate 6 X 3 4 4
Doesn't Rust 7 X 1 5 5
Inexpensive 8 X X 5 2 2
Target 40 0.05 100 0.005 21.6
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Engineering Targets (Region 5)
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Engineering Requirements (Region 2)
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