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Suraj M. Alexander, Ph.D., P.E., C.Q.E Professor Industrial Engineering

IE631 Advanced Quality Control Engineering Management

Quality Function Deployment (QFD)

QFD was developed in 1972 at the Kobe shipyards of Mitsubishi. It facilitates the translation of customer needs, which are not amenable to control, to internal prioritized actions that can be controlled and improved. It has been applied extensively by companies such as Ford and AT&T.
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QFD - Process
Determine Customer Requirements--The Requirements The Voice of the Customer The House of Quality begins with the customer, whose requirements are sometimes called Customer Attributes (CAs) or just Whats.

Classes of Customer Wants

Expected, Expected Unspecified Expected, Specified Exciting

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Customer Preferences Are All Requirements Equal???

Kano Model
Satisfaction Attractive/Excitement Fulfillment/ Achievement One Dimensional Quality Basic-Take It For Granted Dissatisfaction
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How do determine customer needs?

Focus groups e.g. Yum customer invitations Products placed in public areas and collect comments from customers In depth interviews The IDEO WAY understand the consumer experience:
Shadowing observation of people using products behavioral mapping photographing people within a space consumer journey- track consumer interactions with product or service camera journals asking consumers to keep a visual record of their activities and impressions relating to a product extreme user interviews i i Taking T ki views i from f people l who h really ll know, k or know nothing of the product or service storytelling prompting people to tell stories of their experiences with using product or service unfocus groups- interviewing a diverse group of individuals for example for sandals, interview a fitness expert, an artist, and a podiatrist
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Customer Attributes (CAs)

CA CAs s normally specified in customers own words and translated by the team. CAs can include those from other stake holders vendors, internal customers, and regulators not just end users. Also focus on results the customers want to achieve, not the solutions they offer.
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CA Bundles - Affinity Diagrams

Organizing Customer Requirements STEP 1A: Storyboard Customer Requirements Step 1B: Use Affinity Diagramming to Group Customer Requirements

STEP 1C: Label Major Groupings STEP 1D: Rate Importance of Each and Organize g Hierarchically y Lowest Level Customer Requirement q

3 5 4

5 3 5 4

5 4

3 5 2

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Customer Requirements Structure

Preservation Adjustable Humidity j Temperature p Adjustable Keep Veggies Crisp Plenty of Space Clears the Door Easy to Find Food Store Meat & Produce Store Cold Beverages See Contents Solid Feel Smooth Pan Slide Specific
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Store Produce & Meats

Accessibility

Storage Flexibility

Aesthetics General

Competitive Advantage
Customer evaluation of competing products. products

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Engineering Characteristics "Hows" Open-Close Sealing Effort Insulation -Energy to close door +Check force on leve el ground +Check force on 10" " slope Relative Importance Enginee ering Charact teristics

+Door seal resistanc ce +Road noise reduction

Customer Attributes
Easy to open and close door r

-OURCAR ---A'S CAR --B'S CAR

Customer perceptions

4 5

Easy y to close from outside 7 Stays open on a hill 3

olation

Doesn't leak in rain No road noise

3 2
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Relation Between CA's And EC's Open-Close Sealing Effort Insulation

Relative Impo ortance

Relationships
Strong positive Medium positive X Medium negative X Strong negative

Enginee ering Characte eristics

+Check force on level g + ground

+Check force on 10" slope +

+ +Door seal resistanc ce +Road noise reduction +

-Energy to close doo or

Customer Attributes
Easy to open and close door

-OURCAR ---A'S CAR --B'S CAR

Customer perceptions

4 5

Easy to close from outside 7 Stays open on a hill 3

Isolation

Doesn't leak in rain No road noise

3 2

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QFD Review Continued Navigating The House of Quality

Correlation Matrix Design Requirements "how" Customer Requirements "what" Relationship Matrix Technical Importance Competitive Benchmarks Technical Difficulty Design Targets "how much"
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Customer Ratings "why"

House of Quality

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Cross-Section Shape

Dispense Distance

Holding Force Hardness Global Parameters Body Length

Tip to Clip Lengths

Performance Smooth Writing Sharp Lines Easy to Dispense/Adjust Lead Lead Does Not Break Lead Does Not Slip Ergonomics Good Grip/Easy to Hold Easy to Add Lead Easy to Adjust/Replace Eraser Reliability Does Not Jam Long Lasting Eraser p Features Special Precision "Look & Feel" Large Eraser Clips in Pocket Technical Importance Competitor Benchmark Pentel Bic Technical Difficulty Design Targets

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 117 85 117 155 17 81 81 12 1 2 5 4 5 5 4 5 5 4 3 3 3 2 4 4 4 3 4 5 6 3 4 3 4 4 3 3 3 27 54 5 4 3 4 3 4 3 3 5 3 1 1 5 5 4 4 3 5 3 5 3 4 4 4 4 5 4

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 1 2 3 4 1 2 3 4 5 6 7 8 9 11 4 4 12 3 2 13 14 5 2 15 2 3 16 4 3 17 1 1 10 27 27 1 2 3 4 2 3 4 5 6

Writing Point Thickness

WHATs vs HOWs Strong Relationship: 9 Medium Relationship: 3 Weak Relationship: 1

Importance Customer Rating Pentell Bic

Surface Finish Lead Capacity Erasing Wear Pull Out Force Pocket Storage Holding Force

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

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QFD Analysis
Evaluate product or service vs vs. competition competition. Identify customer requirements not being met - strategic opportunities. Identify superfluous technical requirements. Develop an initial strategy for improvement - set targets.

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Customizing the House of Quality

For example: Add a column on complaints related to CAs or a row related to the cost of servicing CAs or the degree of difficulty to making a change.

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QFD Process Review

Basic Steps
Step 2: How the Wants are Satisfied Step 1: What the Customer Wants Step 3: Relationships Between the Wants and Hows Step 4: Technical Importance

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QFD Review Continued Navigating The House of Quality

Correlation Matrix Design Requirements "how" Customer Requirements "what" Relationship Matrix Customer Ratings "why"

Technical Importance Competitive Benchmarks Technical Difficulty Design Targets "how much"
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QFD - Four Typical Phases

Product Planning Product Design Process Planning Control Planning

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Key Benefit
The The principal benefit of the house of quality is quality in-house. It gets people thinking in the right directions and thinking together. John R. Hauser and Don Clausing Harvard Business Review, 1988

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Group Assignment # 4
Develop a QFD matrix for a product or service; assess against competition, and establish priorities for improvement.

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