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Quality Function Deployment (QFD) : By: Nurul Wahidah Mahmud Zuhudi

Quality Function Deployment (QFD) is a method to translate customer needs into technical requirements to develop or improve products. It involves capturing customer needs, prioritizing them, determining technical specifications to meet those needs, and ensuring all product development decisions address the customer. This is done visually through a matrix called the "House of Quality" which displays the relationships between customer and technical requirements to guide the product development process.

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nick amir
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51 views

Quality Function Deployment (QFD) : By: Nurul Wahidah Mahmud Zuhudi

Quality Function Deployment (QFD) is a method to translate customer needs into technical requirements to develop or improve products. It involves capturing customer needs, prioritizing them, determining technical specifications to meet those needs, and ensuring all product development decisions address the customer. This is done visually through a matrix called the "House of Quality" which displays the relationships between customer and technical requirements to guide the product development process.

Uploaded by

nick amir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPSX, PDF, TXT or read online on Scribd
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QUALITY FUNCTION

DEPLOYMENT(QFD)

by:
Nurul Wahidah Mahmud Zuhudi
[QUALITY FUNCTION DEPLOYMENT(QFD]

Quality Function Deployment is used to


capture the voice of the customer and
translate it into technical information that
an organization can use in order to create
or improve a product.

Developed in Japan in the 1966s


Dr. Yoji Akao
[QUALITY FUNCTION DEPLOYMENT(QFD]

3 main goals in implementing Quality Function


Deployment (QFD) are:

1 Prioritize spoken and unspoken customer wants


and needs.

2 Translate these needs into technical


characteristics and specifications.

3 Build and deliver a quality product or service by


focusing everybody toward customer
satisfaction.
[QUALITY FUNCTION DEPLOYMENT(QFD]

Capturing the Voice of the Customer


QFD is a structured approach to defining
customer needs or requirements and translating
them into specific plans to produce products to
meet those needs.

The voice of the customer is


captured in a variety of ways:
direct discussion / interviews
surveys
focus groups
observation
[QUALITY FUNCTION DEPLOYMENT(QFD]

Capturing the Voice of the Customer

Through QFD, every design,


manufacturing, and control decision
is made to meet the expressed
needs of customers.
Under QFD, all operations of a
company are driven by the voice of
the customer, rather than by edicts
of top management or the opinions
or desires of design engineers.
[QUALITY FUNCTION DEPLOYMENT(QFD]

House of Quality

Interrelationships

Technical Requirements
Voice of
the
Relationship between
Customer Importance Assessment
Customer Needs

Customer Needs and


of Traits to of
Technical Requirement
Customer Competition

Technical Targets
[QUALITY FUNCTION DEPLOYMENT(QFD]

Steps to Build House of Quality


6
Interrelationships

4 Technical
Requirements
Customer Important
Customer Needs

Relationship between Assessment


Customer Needs and of
Technical Requirement Competition
5 3

7
Begin 1 2 Technical Targets End
[QUALITY FUNCTION DEPLOYMENT(QFD]

Steps in QFD

Step 1: Identify customer needs/requirements.


Step 2: Develop a scale of customer importance
ratings from 1 - 5.
Step 3: Perform a competitive assessment of the
customer requirements
Step 4: Develop technical requirements
Step 5: Relationship Matrix
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 6: Correlation Matrix - Interactions At the Roof


Step 7: Target Values for Technical Descriptors,
Technical Analysis of Competitor Products and
Absolute Importance
Step 8: Analyze the Matrix
[QUALITY FUNCTION DEPLOYMENT(QFD]

House of Quality
A House of Quality
graphically displays
customer requirements,
regulatory requirements,
customer importance
ratings, customer
competition ratings,
technical requirements,
and more
[QUALITY FUNCTION DEPLOYMENT(QFD]

Steps to the House of Quality (Becker and Associates, 2000 )


Step 1 : Customer requirements

Determine what market segments will be analyzed and identify


who the customers are.

Gathers information from customers on the requirements they


have for the product or service.
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 2 : Customer Important Ratings

On a scale from 1 - 5, customers then rate the importance of


each requirement. This number will be used later in the
relationship matrix.
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 3 : Customer Important Ratings

On a scale from 1 - 5, customers then rate the


importance of each requirement. This number will be
used later in the relationship matrix.

Understanding how customers rate the competition can


be a tremendous competitive advantage.
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 4 : Establish Technical Requirements Voice of Engineer

Develop product characteristics to respond to customer


requirements and organize into related categories.

Technical descriptors may exist that your organization is


already using to determine product specification, however new
measurements can be created to ensure that your product is
meeting customer needs.
[QUALITY FUNCTION DEPLOYMENT(QFD]

The technical requirements are attributes about the product or service


that can be measured and benchmarked against the competition.
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 5 : Relationship Matrix

The purpose of the relationship matrix is to show whether the


final technical requirements adequately address customer
requirements.

Relationships can either be weak, moderate, or strong and


carry a numeric value of 1, 4 or 9.
[QUALITY FUNCTION DEPLOYMENT(QFD]
[QUALITY FUNCTION DEPLOYMENT(QFD]

Step 6: Correlation Matrix -


Interactions At the Roof

Determine interactions
between technical requirements
or product characteristics on
how each of the technical
descriptors impact each other by
using symbols for strong or
medium, positive or negative
relationships.
By comparing weighted
characteristics to actual
component costs, creative
design teams set priorities for
improving components. Such
information is important when
cost cutting is a goal.
[ C U S T O M E R S N E E D ]

Step 7.0: Target Values for


Technical Descriptors

Establish target values for


each technical requirement.
Target values represent "how
much" for the technical
requirements, and can then
act as a base-line to compare
against.

This step is usually


accomplished through in-
house testing and then
translated into measurable
terms.
[ C U S T O M E R S N E E D ]

Step 7.1: Technical Analysis of


Competitor Products

To better understand the


competition, engineering
conducts a comparison of
competitor technical
descriptors. This involves
reverse engineering
competitor products to
determine specific values for
competitor technical
descriptors.
[ C U S T O M E R S N E E D ]

Step 7.2 : Absolute Important

This numerical calculation


is the sum of the products of
the cell values and the
customer importance
ratings. It tells you which
technical aspects of your
product matters the most to
your customer!
[ C U S T O M E R S N E E D ]

Step 8 : Analyze the Matrix

Analyze the matrix and finalize the product development


strategy and product plans.
Determine required actions and areas of focus.
Finalize target values.
Maintain the QFD matrix as customer requirements or
conditions change.
[ C U S T O M E R S N E E D ]

Summary:

QFD is a systematic means of ensuring that customer


requirements are accurately translated into relevant technical
descriptors throughout each stage of product development.

Meeting or exceeding customer demands means more than just


maintaining or improving product performance. It means
designing and manufacturing products that delight customers
and fulfill their unarticulated desires.

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