quality function deployment (1)
DESCRIPTION
QFDTRANSCRIPT
Quality Function Deployment
Quality Function Deployment
BY-BY-VASWEE AND KASHIFVASWEE AND KASHIF
What is QFD?What is QFD?
A method of transferring customer needs and requirements into technical specifications for new product and service development.
Brief HistoryBrief History
Dr. Yoji Akao and Shigeru Mizuno First implemented at Mitsubishi
Heavy Industries, Kobe Shipyard in 1972
Toyota strongly influenced adoption of QFD in North America Between 1977-1984 achieved a 61% reduction in product
development cost, a 33% reduction in product development cycle, and virtual elimination of rust related warranty problems.
Overview of Development Process
Overview of Development Process
• Four Stages of The Development Process:DesignAnalysisDevelopmentFull Launch
Overview of Development Process (Cont’d)
Overview of Development Process (Cont’d)
• Post-launch review
Full Launch
• Market promotions
• Sales personnel briefed
• Distribution processes activated
• Old services or products withdrawn
• Production of new offering and ramp-up
• Need to rethink the new offering or production processes
Development
• Detailed specifications
• Process design• Marketing
program design• Personnel training• Testing and pilot
runs
• Service or product not profitable
Analysis
• Detailed review of market potential and production costs
Design
• Development strategy
• Idea generation and screening
• Service package or product architecture formulation
• Production feasibility
Capturing Customer Requirements
Capturing Customer Requirements
One on one customer interviews Focus groups In-context customer visits
Applying Customer DataApplying Customer Data
Prioritizing Requirements
Prioritizing RequirementsPrioritizing Requirements Importance to the Customer Our Current Product Competitor One Competitor Two Our Future Product Improvement Factor Overall Importance Percent Importance
BenchmarkingBenchmarking
Why Benchmark?
Establishes a definition to the level of real performance required to produce the desired level of perceived performance
Develop a product or service which will excite the customer and get him/her to purchase your product
BenchmarkingBenchmarking
How do we capture the results?
Translate the raw benchmark data directly and associate that data with the appropriate measure
Translate the raw benchmark data into the same scale as was used to capture the perceived performance ratings
Target ValuesTarget Values
The final goal of many QFD projects is to set the target values for the design measures.
Benchmarking values must meet or exceed target values
Defining ActionsDefining Actions
The final result of the QFD process
To develop a comprehensive product specification
Answers the question: “What actions do we need to take to
achieve the targets that we have set in order to satisfy our customers?"
Different Modes of Application
Different Modes of Application
Four Phase Approach
Translate customer wants into Product characteristics
Translate Product characteristics into Part Characteristics
Part characteristics into Product Characteristics
Finally, Product into Production Controls
Different Modes of ApplicationFour Phase Approach
Different Modes of ApplicationFour Phase Approach
Different Modes of Application
Different Modes of Application
Matrix of Matrices Approach
Different Modes of ApplicationMatrix of Matrices Approach
Different Modes of ApplicationMatrix of Matrices Approach
Used to address wide variety of development issues
Uses specific matrices for each specific development issue
Different Modes of Application
Different Modes of Application
Concept Selection Approach
Different Modes of ApplicationConcept Selection Approach
Different Modes of ApplicationConcept Selection Approach
Was developed for implementing concurrent engineering practices
Evaluating the wants and needs from all different types of customers
Integrates the principles of concept selection to help development teams to objectively and evaluate alternatives
Different Modes of ApplicationWhich Approach Should You Choose?
Different Modes of ApplicationWhich Approach Should You Choose?
Depends on your individual Product Needs
Each System can be modified to suit specific situations
House Of Quality House Of Quality
House Of Quality House Of Quality A popular assembly of several
deployment hierarchies and tables, including the
Demanded Quality Hierarchy Quality Characteristics Hierarchy Relationships Matrix Quality Planning Table Design Planning Table
House Of Quality (Cont)House Of Quality (Cont)
This technique is a type of conceptual map providing means to the inter-functional planning and coordination in product improvement and development.
This method brings the customer
needs in the focus to design/ redesign the product and service
To Build The House Of Quality
To Build The House Of Quality
Identify Customer Wants Identify How The Good/Service Will
Satisfy The Customer’s Wants Planning Matrix Interrelationship matrix Technical correlation (Roof) matrix Technical priorities, benchmarks and
targets
Step 1Step 1
Identify Customer Wants
A structured list of requirements derived from customer statements
Step 2Step 2
Identify How The Good/Service Will Satisfy The Customer’s Wants
A structured set of relevant and measurable product characteristics.
Step 3Step 3
Planning Matrix
Illustrates customer perceptions observed in market surveys
Includes relative importance of customer requirements, company and competitor performance in meeting these requirements
Step 4Step 4 Interrelationship matrix
Illustrates the QFD team's perceptions of interrelationships between technical and customer requirements
An appropriate scale is applied, illustrated using symbols or figures.
Filling this portion of the matrix involves discussions and consensus building within the team and can be time consuming
Concentrating on key relationships and minimizing the numbers of requirements are useful techniques to reduce the demands on resources
Step 5Step 5
used to identify where technical requirements support or impede each other in the product design
Can highlight innovation opportunities
Step 6Step 6
Technical priorities, benchmarks and targets
Used to record the priorities assigned to technical requirements by the matrix
Measures of technical performance achieved by competitive products
The degree of difficulty involved in developing each requirement
The final output of the matrix is a set of target values for each technical requirement to be met by the new design, which are linked back to the demands of the customer .
ExampleExample
Benefits Of Adopting QFD Benefits Of Adopting QFD
Reduced time to market Reduction in design changes Decreased design and
manufacturing costs Improved quality Increased customer satisfaction
Case Study Case Study QFD Application to a Silent Alarm System
QFD was applied to a systems engineering project: “to use a systems approach to develop an effective silent alarm system that ensures a safe workshop environment for the totally hearing impaired.”
One design option was a proximity sensing system which involves the user wearing a wristband which vibrates when they are within the vicinity of a potential hazard.
1. Customer requirements were defined and rated from 1-10 and from this their relative importance was calculated.
2. Technical measures were listed, including units and direction of improvement. The relationship between these was analyzed in the ‘roof’ section.
3. The planning matrix was used to determine the final importance of customer requirements.
First, competitor products were rated (1-5) by their ability to meet customer requirements.
Products fulfilling the scope of the project could not be identified so comparable technologies were critiqued instead.
Target ratings (1-5) for the project were made based on competitor ratings and customer requirement importance.
The final importance of each customer requirement was calculated as its percentage of the total weighting.
4. Interrelationships between each customer requirement and each technical measure were assigned a value (9: strong, 3: moderate, 1: weak, 0: none).
5. The Technical Matrix was used to examine the technical measures. A target value for each technical measure and the degree of difficulty (1-10) in achieving this value were determined.
THANK YOUTHANK YOU