Quality Function Deployment

Planning tool Translate customer needs into appropriate technical requirements in product and services Product and process design Production requirements Evaluates competitors from the customers perspective and a technical perspective Reduces product development cycle time

Figure : QFD matrix, the Correlation house of quality matrix of

Hows

Objective statement

Technical descriptors of Hows Target goals of Hows

Customer requirements or Whats

Relationship matrix between the Hows and the Whats Technical competitive assessment of Hows
2002 Auburn University All Rights Reserved

Importance Rating of Customer Requirements

Scale : 1 5 1 : Least important 5 : Most important Multiple passes by QFD team may be necessary

Table : Importance Rating of

Customer Requirements
Customer Requirements (Whats)
Low interest rate
Error-free transaction No annual fee

Importance Rating
2
5 1 3 4 4

Extended warranty at no additional cost

Customer service 24 hours a day Customers advocate in billing disputes

Table : Customer Assessment of

Competitors
Customer Requirements (Whats) Competitive Assessment of Companies

A
Low interest rate Error-free transactions No annual fee Extended warranty at no additional cost Customer service 24 hours a day Customers advocate in billing disputes 3 4 5 2 2 4

B
2 5 5 2 2 2

C
4 3 2 1 4 3

D
2 3 3 4 3 3

Table : Target Goals of

Technical Descriptors
Hows Target Goals 1 2 3 4 5 6 7

Legend
Number 1 2 3 4 5 6 7 Symbol Technical Descriptors or Hows A software to detect billing errors Employee training on data input and customer services Negotiations with manufacturers and retailers (vendors) Expanded scheduling (including flextime) of employees Effective recruiting Legal training Financial management services Target Goal Maximize or increase attained value Minimize or decrease attained value 2002 Auburn University Achieve a target value All Rights Reserved

Figure: Correlation matrix of Hows.

+ + + +

++
+ ++ +

How #1 How #2 How #3 How #4 How #5 How #6 How #7

Billing error software Employee Vendor Expanded Recruiting training negotiations scheduling Legal training Financial mgt. services

Legend: ++ + --

Strong positive relationship Positive relationship Negative relationship Strong negative relationship

2002 Auburn University All Rights Reserved

Table - Technical Competitive

Assessment of Hows
Technical Descriptors (Hows) Company A B

1
4 5 3 2

2
3 3 5 2

3
2 1 2 4

4
3 4 2 1

5
4 1 5 3

6
4 2 3 3

7
5 3 2 4

C
D

Relationship Matrix

Analyze how each technical descriptor (Hows) will assist in achieving each customer requirement (Whats) Scale : 0 No relationship 1 Low relationship 3 Medium relationship 5 High relationship

Table- Relationship Matrix of Absolute and Relative Scores

Customer Requirements (Whats) Low interest rate Error-free transactions

Importance Rating
2 5

Technical Descriptors (Hows) 1 2 3 4 5 6 7

0 (0) 0 (0) 5 (10) 0 (0)

0 (0) 0 (0) 5 (10)

5 (25) 5 (25) 0 (0) 3 (15) 5 (25) 0 (0) 0 (0) 0 (0) 3 (3) 0 (0) 0 (0) 0 (0) 5 (5) 3 (9)

1 0 (0) No annual fee Extended 3 0 (0) warranty at no additional cost Customer service 24 hours 4 1 (4) a day Customers advocate in 4 1 (4) billing disputes 33 Absolute score Relative score 6 Technical competitive assessment 5 Weighted absolute score 165 Final relative score 4

1 (3) 5 (15) 0 (0) 0 (0) 3 (9)

3 (12) 0 (0) 5 (20) 5 (20) 3 (12) 0 (0)

3 (12) 5 (20) 0 (0) 3 (12) 5 (20) 1 (4)

52 2 5 260 2 48 3 4 192 3 35 5 4 140 6.5 57 1 5 285 1 41 4 4 164 5 28 7 5 140 6.5

Importance of teamwork Cross-functional teams Enormous amount of information gathering

QFD Process

Target values of Hows become the Whats to generate the House of Quality for the next level. QFD process determines the technical descriptors for these new Whats.

Customer requirements Parts characteristics Process design

Product design

Production requirements

Figure - Phases of use of QFD

Car Door

Correlation:
X X X

House of Quality
X X

Strong positive Positive X Water resistance Negative Strong negative

Energy needed to close door

Check force on level ground

Energy needed to open door

Door seal resistance

Engineering Characteristic s

AccoustTrans. . Window

Competitive evaluation
X = Us A = Comp. A B = Comp. B (5 is best)
1 2 3 4 5

Customer Requirements Easy to close 7

X X AB

AB

Stays open on a hill 5 Easy to open

XAB
A XB

Doesnt leak in rain 3 No road noise 2 10

Reduce energy lb level to 7.5 ft/

X A

Importance weighting

6
Maintain current level

6
Reduce force to 9 lb.

9
Reduce energy lb to 7.5 ft/ .

2
Maintain current level

3
Maintain current level

Relationships:
Strong = 9 Medium = 3 Small = 1

Target values

Technical evaluation (5 is best)

5 4 3 2 1

B A X

BA X

B A X

B X A

BXA

BA X

Digital Camera

House of Quality
Importance 5

Trade-off matrix
3 Design characteristics

1 Customer requirements

4 Relationship matrix

2 Competitive assessment

6
Copyright 2006 John Wiley & Sons, Inc.

Target values

5-17

Competitive Assessment of Customer Requirements Competitive Assessment

Customer Requirements Presses quickly 9 1 2 B A 3 X 4 5

Removes wrinkles
Irons well Doesnt stick to fabric Provides enough steam Doesnt spot fabric Doesnt scorch fabric Heats quickly Easy and safe to use Automatic shut-off Quick cool-down Doesnt break when dropped

8
6 8 6 9 6 3 3 5

AB
X AB X AB A XB X X AB B A B

X
BA X

A ABX X A B

Doesnt burn when touched

Not too heavy
5-18

5
8

AB X
X

Copyright 2006 John Wiley & Sons, Inc.

Protective cover for soleplate

Time required to reach 450 F

Time to go from 450 to 100

Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Customer Requirements

Presses quickly
Removes wrinkles Irons well Doesnt stick to fabric Provides enough steam Doesnt spot fabric Doesnt scorch fabric Heats quickly Easy and safe to use Automatic shut-off Quick cool-down

- + + +
+ + + + - + + + + + + + + + + + + -

+ +

+ - + + + +

Doesnt break when dropped

Doesnt burn when touched Not too heavy

+ + +
+ - +

+
+ + + -

Copyright 2006 John Wiley & Sons, Inc.

5-19

Automatic shutoff

Number of holes

Size of soleplate

Weight of iron

Size of holes

From Customer Requirements to Design Characteristics

Copyright 2006 John Wiley & Sons, Inc.

Tradeoff Matrix

5-20

Energy needed to press

Weight of iron

Size of soleplate Thickness of soleplate Material used in soleplate

+ -

Number of holes Size of holes

+ +

Flow of water from holes

Time required to reach 450 Time to go from 450 to 100 Protective cover for soleplate Automatic shutoff

Protective cover for soleplate

N N N 3 5

Time to go from 450 to 100

Time required to reach 450

Material used in soleplate

Flow of water from holes

Energy needed to press

Targeted Changes in Design

Thickness of soleplate Size of soleplate Weight of iron

Copyright 2006 John Wiley & Sons, Inc.

Units of measure Iron A Iron B Our Iron (X) Estimated impact Estimated cost Targets Design changes
Objective measures

ft-lb 3 4 2 3 3

lb 1.4 1.2 1.7 4 3 1.2 *

in. 8x4 8x4 9x5 4 3 8x5 *

cm 2 1 4 4 3 3 *

ty SS MG T 5 4 SS *

ea 27 27 35 4 3 30 *

mm oz/s sec sec Y/N Y/N 15 15 15 3 3 0.5 0.3 0.7 2 3 45 35 50 5 4 30 * 500 350 600 5 4 500 * Y Y Y 0 2

5-21

Automatic shutoff

Number of holes

Size of holes

Completed House of Quality

SS = Silverstone MG = Mirorrglide T = Titanium

Copyright 2006 John Wiley & Sons, Inc.

5-22