WELCOME TO LECTURE 6

Quality Function Deployment

QFD
House of Quality (HOQ)

fgeorge@clemson.edu

Lecture 6. Page 1 of 27

COURSE PERT CHART

fgeorge@clemson.edu

Lecture 6. Page 2 of 27

Where we are

We have seen how to define the problem

We have seen how to decompose it
We have seen how to be creative
We have seen how to evaluate solutions
Now how can we improve on existing
products? - What does the CUSTOMER
want?

fgeorge@clemson.edu

Lecture 6. Page 3 of 27

QFD:Definition
QFD stands for Quality Function Deployment.
Derived from six Chinese/ Japanese characters:
1. Hin shitsu: Qualities, features or attributes
2. Ki no: function
3. Ten kai: deployment
QFD:- systematic way for developing
products based on the needs of the
customer.
fgeorge@clemson.edu

Lecture 6. Page 4 of 27

History of QFD
Originally developed by Yoji Akao of Tokyo in
1966.
First implemented at the Kobe Shipyard of
Mitsubishi in 1972.
Subsequently adopted by Toyota and other
Japanese Firms.
First QFD Training outside Japan at GM and
Ford in 1972.
Later by other companies around the world

fgeorge@clemson.edu

Lecture 6. Page 5 of 27

QFD : QUALITY FUNCTION DEVELOPMENT

GOAL:
Recognize the correlations between the customer
requirements and the product characteristics
Identify the product characteristics that affect
specific customer requirements
Recognize the correlations within the engineering
characteristics
fgeorge@clemson.edu

Lecture 6. Page 6 of 27

QFD : QUALITY FUNCTION DEVELOPMENT

Paper by Hauser and Clausing in Harvard
Business Review 1988 prompted the
introduction of the Japanese House of
Quality into US companies.
Quality:

Basic (unspoken, assumed) expected, typical

Performance (spoken) one dimensional,
market research results
Excitement (unspoken, the customer does not
know s/he wants it) pleasant, surprises or
delights customer

fgeorge@clemson.edu

Lecture 6. Page 7 of 27

QFD
# design
changes

US
Japan
HOUSE OF QUALITY

Before

fgeorge@clemson.edu

How/
How

After

How

why

what

what/How

what/
why

Howmuch

How/
Howmuch
Lecture 6. Page 8 of 27

fgeorge@clemson.edu

Lecture 6. Page 9 of 27

QFD
++

House of Quality
++

Goal-Conflicts 9

Weights 2

Attributes 1

...

Ex.: 1-10

Characteristics 3

W1
W2
...

Customer

CA 1
CA 2
...

EC 2

EC 1

Engineering

CorrelationMatrix 4

customer's view 8

Ex.: 1-10

Competition compar. In

Points
Strong relationship

Medium relationship

Weak relationship

fgeorge@clemson.edu

Assessment 5

Targets6
techn. Competition compar. 7
Lecture 6. Page 10 of 27

EXAMPLE

Priority

9
9

3
1
3

1
1

70

186

61

62

.....

Goal

Our product

1
3

Engraving ability

Erasor

9
9

Competitor 2

5
10
5
4
1
5

Competitor 1

Easy to erase
Writes forever
Feels good in hand
Will not leak
Not easy to lose
Cost
.....

Design / Color

Customer Attributes

Lead material

E. Characteristics

Body material

Caution: oversimplified!
And only top level considered!
Check publications

7
4
6
3
3
7

5
4
4
4
3
6

5
4
7
3
3
5

7
6
7
6
8
8

(ref. von Helbling Management)

fgeorge@clemson.edu

Lecture 6. Page 11 of 27

QFD Analysis
Potential for Use of a House of Quality
Matrix Technique in Rehabilitation
Engineering

by: Logan, G.D. & Radcliffe, D.F.

IEEE Transactions on Rehabilitation
Engineering
fgeorge@clemson.edu

Lecture 6. Page 12 of 27

Goal: Improve wheelchair seating to

people with disabilities.

Acquired customer requirements through

interaction with patients, and videotaped
sessions.
Case 1: improving controls on wheelchair
Case 2: attaching oxygen tank to wheelchair

fgeorge@clemson.edu

Lecture 6. Page 13 of 27

Case 1 H.O.Q.

fgeorge@clemson.edu

Lecture 6. Page 14 of 27

Paper Conclusions

Case 1 results:
H.O.Q. provided accurate results.
Top 3 ranked items lead to a
successful product and had
considerably higher totals than the
remaining engineering features.

fgeorge@clemson.edu

Lecture 6. Page 15 of 27

QFD INTENTIONS
Cross Functional Teams
Development of a new product , service, or process
Refining an existing product , service, or process
Team fills out a House of Quality
Define the Voice Of the Customer
rows on the left
Define the Performance Measures
columns on the top

Engineering Characteristics

Technical Quality Characteristics

Quality Specifications
Functional Requirements
The Hows

Forces creative thinking and continual evaluation of progress

fgeorge@clemson.edu

Lecture 6. Page 16 of 27

Customer Needs

Performance Measures

Performance
Measures

Features and
Technologies

fgeorge@clemson.edu

Manufacturing Processes
Parts Specifications

Using QFD to deploy

the VOC throughout the
development process
One is not enough

Features and
Technologies

Parts Specifications

Lecture 6. Page 17 of 27

UNREALISTIC
Initial HOQ takes 2 - 6 days to
complete

Customer Needs

Performance Measures

Features and Technologies

Performance Measures

40 - 60 columns

fgeorge@clemson.edu

Parts Specifications

Features and
Technologies

Manufacturing Processes
Parts Specifications

Eager to get to design

Substitute a design matrix for
second house
80 - 90% of learning occurs
in the initial HOQ

15 - 20 rows

Lecture 6. Page 18 of 27

QFD software
QFD Capture (free evaluation
download)
http://www.gsm.mq.edu.au/cmit/
German, Excel,

fgeorge@clemson.edu

Lecture 6. Page 19 of 27

The House of Quality

Construction of the House of Quality (HOQ) is an initial step in

launching Quality Functional Deployment (QFD). The HOQ provides
a means to recognize correlation among customer requirements,
engineering characteristics, part characteristics, process operations,
and production requirements. Additionally, the HOQ can be used a
tool for comparing existing and potential designs with the
competitions designs. Findings from the HOQ can help groups
develop targets and understand priorities and goals throughout the
development process.
In this exercise, 2 HOQs are considered: Voice of the Customer vs.
Engineering Characteristics and Engineering Characteristics vs. Part
Characteristics.
The product at hand is a compressed air handheld pump commonly
used for inflating bicycle tires.
The first step in building the HOQs is to list the requirements and
characteristics pertaining to the product. The table below lists the
customer requirements, engineering characteristics, and part
characteristics for the handheld pump.

fgeorge@clemson.edu

Lecture 6. Page 20 of 27

Requirements and Characteristics for HOQ

Customer Requirements

Engineering Characteristics

Part Characterisitics

Ergonomics

Minimum trigger force

Trigger

Easy cartridge loading

assbly of valve body to container

Lever length

Easy to store

Accessible trigger location

Lever stroke

Easy to carry

Convenient geometry

Material

Performance

Impact resistance

Cartridge housing

House unpunctured cartridge

Lightweight

Outside diameter

Inflate road tires

Compact construction

Inside diameter

Inflate mountain bike tires

Volume for 12-25gr cartridge

Length

Accommodate varying cartridge sizes

Use of varying cartridge designs

Mass

Accommodate threaded or non-threaded cartridges

Operate in temp range 10F-120F

Interface w/ valve head

Prevent freezing discharge of CO2 from cartridge

Pressure to inflate 40-110 psi

Material

Maintenance

Compressed air retention

Cartridge

Readily available replacements

Adapt to Sxx,Pxx needle valves

Safety Pressure relief

Maintenance free

Offer control of flow

Capacity (12-25g)

Environment

Over-pressure protection

Pressure (40-110 psi)

Be reusable

Seal, cartridge to valve

Be recyclable

Material

Be safe in all sporting conditions

Nozzle

Cost

Valve Stem Seat

Competitive in market

Threaded fitting

fgeorge@clemson.edu

Lecture 6. Page 21 of 27

HOQ1 CRs vs ECs

fgeorge@clemson.edu

Lecture 6. Page 22 of 27

HOQ1 CRs vs ECs

fgeorge@clemson.edu

Lecture 6. Page 23 of 27

HOQ1 ECs vs PCs

fgeorge@clemson.edu

Lecture 6. Page 24 of 27

Conclusion: Summary Value of QFD

Strengthens current development process
- Clear targets defined early based on
market/business demands
- simultaneous focus on product and process
technologies
- key issues remain visible for prioritizing resource
allocation
- communication and teamwork are enhanced
Desired output efficiently achieved
- Products meet customer needs
- Products provide a competitive edge
fgeorge@clemson.edu

Lecture 6. Page 25 of 27

Conclusions
Powerful tool to help you prioritize what
to work on.
Powerful tool to allow you to compare
your product to the competitions
products and target how to better satisfy
the customer
Weakness is lack of scientific basis.
More heuristic method proven to help
companies
fgeorge@clemson.edu

Lecture 6. Page 26 of 27

Presentations

Provide pertinent facts to busy people

Be systematic: Carefully prepare
Analyze the audience
State your objective
Define your main message and support it
Introduction
Body
Conclusion

Watch presentation skills, do not distract

Support your material with facts, references- Make sure they are correct
Use professional language, no slang, no excessive acronyms
Proper grammar, articulation, loudness
Variety in pitch, rate, intensity
Eye contact
Watch for hesitations, filler words
Stay on time
Use appropriate number of visual aids, and make them good quality
Use clear fonts (Arial), large size fonts (readable from back of room)
Do not use distracting color
Put the name of each presenter at the bottom of the slide
REHEARSE!!!!!! You should not have to look back at the screen

fgeorge@clemson.edu

Lecture 6. Page 27 of 27