QFD

(Quality Function Deployment)

Quality Function Deployment - QFD
What Is Quality Function Deployment (QFD)?

Turning the customer’s desires into engineering specifications

• Identify how the good/service will satisfy customer wants

• Turn Design Qualities into Design Specs.
• Prioritize Design Features
• Assess the Competition
• Produce a House of Quality

QFD Is One DFSS Tool To Help Reduce Startup Time and Costs
QFD Process

1. Identify the Customer

2. Determine Customer Requirements/Constraints (KANO Analysis)

3. Prioritize each requirement

4. Competitive Benchmarking

5. Translate Customer Requirements into Measurable Engineering

specifications

6. Set Target values for each Engineering Specification

QFD Elements
9
1. Determine Customer requirements (WHAT’S)
8
2
2. Prioritize each requirement (IMPORTANCE) 3 7
3. Translate Customer Requirements into
1
Measurable Engineering specifications (HOW’S) 4
4. Set the dependency in What’s & How’s

(RELATIONSHIP MATRIX)
6
5
5. Technical Importance (USE TO SORT MATRIX) Correlation Matrix Relationship Matrix
Strong Positive Strong (H) 9
6. Set Target values for each Engineering
Positive Medium (M) 3
Specification/How’s (HOW MUCH) Negative Weak (L) 1
Strong Negative
7. Completeness check Importance Rating
Target Direction Very Low 1
8. Target Direction More is Better
Low 2
Less is Better
Medium 3
9. Correlation Matrix A Specific Amount
Moderate 4

The 9 Elements of a QFD House of Quality High 5

 QFD Flowdown based on Product Application
Functional Requirements
(HOW’s)

Part Characteristics
(HOW’s) Manufacturing Processes
Requirements

House
(WHAT’s)
Customer

(HOW’s)
of Process Variables

Part Characteristics
Quality # 1 Requirements
House
(HOW’s)
Functional

(WHAT’s)
of House

(WHAT’s)

Manufacturing Processes
Quality # 2 of
Quality # 3 House

(WHAT’s)
of
Key Quality # 4
Functional
Requirements Key
Part Key
Characteristics Manufacturing
Processes Key
Process
Identifies Engineering Spec At One Level Variables

Relates Those Engineering Spec To The Next Level

How's at One Level Become What's at
When Is QFD Appropriate?
• Complex Product Development Initiatives
• Communications Flow Down Difficult
• Expectations Get Lost
• New Product Initiatives / Inventure
•Lack of Structure or Logic to the Allocation of Development Resources.
• Large Complex or Global Teams
•Lack of Efficient and/or Effective Processes
•Teamwork Issues
• Extended Product Development Times
•Excessive Redesign
•Changing Team
•Problem Solving or Fire Fighting.
QFD Example 1
Customer Request:
The weight of existing camera is more and
also its not easy to operate.
Customer wants new better Camera.

No double exposures

Light weight
KANO Model Easy to use

Reliable
Easy to hold steady
Completed House of Quality

Functional Requirements
HOW’S
Relationship Matrix
Strong (H) 9
Medium (M) 3
Weak (L) 1

Customer Requirements Importance Rating

WHAT’S Very Low 1
Low 2
Medium 3
Moderate 4
High 5

Technical Importance
What Next after QFD ?
From QFD House of Quality Ranks Measurable Engineering specifications

Engineering Specification/Feature Score Rank

Auto film advance 36 1

Ergonomic design 33 2
Auto focus 27 3
Auto exposure 27 3
Low electricity requirements 22 4
Aluminum components 9 5

While Designing a Camera focus more on,

• Auto film advance

• Good Ergonomic look
• Auto focus
• Auto exposure
QFD Example 2
Customer Request:
There is too much damage to bumpers
in low-speed collisions. Customer wants
a better bumper.

• Strong enough not to dent

• Doesn't rust

• Must hold number plate

KANO Model • Protect tail & head lights

• Good look
• Low cost
Completed House of Quality

Functional Requirements
HOW’S
Relationship Matrix
Strong (H) 9
Medium (M) 3
Weak (L) 1
Customer Requirements
WHAT’S
Importance Rating
Very Low 1
Low 2
Medium 3
Moderate 4
High 5

Technical Importance
What Next after QFD ?
From QFD House of Quality Ranks Measurable Engineering specifications

Engineering Specification/Feature Score Rank

Plating thickness 66 1

Material Cost 36 2
Yield strength 31 3
Effective spring constant 21 4
Mounting hole separation 15 5
Cross section MI 15 5
Weight 12 6
Young’s modulus 9 7

While Designing a new Bumper focus more on,

• Plating thickness
• Material Cost
• Yield strength
• Effective spring constant
Case Study Exercise on QFD
Create QFD House of Quality for below customer request and Ranks
Measurable Engineering specifications ?

Customer Request:
The weight of existing mobile phone is more
and also its not easy to operate,cost is
more,having less features.
Customer wants new better Mobile phones.
Appendix
Completed QFD with all Elements

Correlation Matrix Relationship Matrix

Strong Positive
Strong (H) 9
Positive
Medium (M) 3
Negative
Weak (L) 1
Strong Negative

Target Direction
More is Better
Less is Better
A Specific Amount

Importance Rating
Very Low 1
Low 2
Medium 3
Moderate 4
High 5