Quality Function Deployment (QFD) is a structured method for developing products and services based on customer demands. It was developed in Japan in the 1960s and involves translating customer requirements into the appropriate technical requirements and then manufacturing appropriate products. The document discusses the history and concepts of QFD, provides examples of its use, and outlines the 7 steps to developing a House of Quality matrix, which is a tool used in QFD to help organizations design products that meet customer needs.

1. Team Members-
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2. INTRODUCTION OF QFD
• Is a structured method that is intended to transmit and translate
customer requirements, that is, the
Voice of the Customer
• through each stage of the product development and production
process, that is, through the product realization cycle.
• These requirements are the collection of customer needs,
including all satisfiers, exciters/delighters, and dissatisfiers.
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3. Brief History of QFD
Origin - Mitsubishi Kobe Shipyard 1972
 Developed By Toyota and Its Suppliers
 Expanded To Other Japanese Manufacturers
 Consumer Electronics, Home Appliances, Clothing, Integrated
Circuits, Apartment Layout Planning
 Adopted By Ford and GM in 1980s
 Digital Equipment, Hewlett-Packard, AT&T, ITT
Foundation - Belief That Products Should Be Designed
To Reflect Customer Desires and Tastes
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4. Q.F.D.
A system for translating customer requirements
into appropriate company requirements at each
stage from research and product development to
engineering and manufacturing to marketing/ sales
and distribution.
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5. Creative Definitions of Q.F.D.
 A systematic
way of documenting and breaking down customer
needs into manageable and actionable detail.
 A planning methodology that organizes relevant information to
facilitate better decision making.
A
way of reducing the uncertainty involved in product and
process design.
 A technique that promotes cross-functional teamwork.
 A methodology that gets the right people together, early, to work
efficiently and effectively to meet customers’ needs.
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6. Key Thought
Quality Function Deployment is a Valuable
Decision Support Tool, But it is Not a
Decision Maker.
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7. When is QFD Appropriate?
 Poor communications and expectations get lost in the
complexity of product development.

Lack of structure or logic to the allocation of product
development resources.

Lack of efficient and / or effective product / process
development teamwork.

Extended development time caused by excessive redesign,
problem solving, or fire fighting.
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8. What Does QFD Do ?
CONCEPT
CUSTOMER
Better Designs in Half the Time!
Plan
Design
Redesign
Manufacture
“Traditional Timeline”
Plan
Design Redesign Manufacture
Benefits
QFD Is a Productivity Enhancer
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9. WHY DOES QFD WORK
PROCESS
DESIGN
10:1
PRODUCT
DESIGN
LOW VISIBILITY TIME
LOW REWARD
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PRODUCTION
IMPROVE
PRODUCT
HIGH VISIBILITY
HIGH REWARD
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11. Quality Function Deployment’s
House of Quality
Correlation
6
Matrix
3
Design
Attributes



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Customer
Needs
Establishes the Flowdown
Relates WHAT'S & HOW'S
Ranks The Importance
5
Importance Rankings
The House
of Quality
2
1
4
7
Relationships
between
Customer Needs
and
Design Attributes
Customer
Perceptions
Costs/Feasibility
8
Engineering Measures
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15. 7 STEPS OF DEVELOPING HOQ
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
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
Identify customer wants.
Identify how the good/service will satisfy customer wants.
Relate customer wants to product how's.
Identify relationship between the firm's how's.
Develop importance ratings.
Evaluate competing products.
Determine the desirable technical attributes , your performance,
and the competitor's performance against these attributes.
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16. HOUSE OF QUALITY OF PIZZA
Pizza is an oven-baked, flat, disc shaped bread usually topped
with tomato sauce and mozzarella and then a selection of
meats, salamis, seafood, cheeses, vegetables and herbs
depending on taste and culture.
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17. TYPES OF PIZZA
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•
Thin Crust Pizza
Meat lovers
Oven Baked
Greek Style
Triple Meat Pizza
Pineapple And Chicken
Muffled Pizza
Supreme Pizza
Chicago Style Pizza
Buffalo Chicken
Deep Dish Pizza
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18. TYPES OF PIZZA
•
•
•
•
•
•
•
•
•
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Poop Pizza
Seafood
Pepperoni Pizza
Cow Brains Pizza
Philly Cheesecake Pizza
Cheese Pizza
Mexican
Extra Cheese
Thai Pizza
Grilled
Californian
Pizza Pie
Caramelized Onion
Sicilian
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19. SEVEN STEPS OF DEVELOPING HOQ
OF PIZZA
Identify customer wants.
- Good texture
- Generous portions
- Tastes good
- Low price
- Appetizing appearance
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20.  Identify how the good/service
will satisfy customer wants
•
•
•
•
•
•
•
•
•
Colour
Tensile yield strength
Tensile Ultimate strength
Weight
Size(Diameter)
Thickness
Avg. Hedonic scale rating
Cost per Pizza
Density of topping
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21.  Relate customer wants to
product how’s.
• In this step we have to relate the customer requirements and the technical
specifications provided by the company manager. How well what we do
meets the customer’s wants (relationship matrix). Ratings for high, medium
and low relationships have been shown in the diagram.
• KEY
High Relationship (5)
Medium Relationship (3)
Low Relationship (1)
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22.  Identify relationship
between the firm's how's.
This is basically the roof of the house. This includes relationship
between the things we can do. It gives the relationships among
the Company’s how's.
Key..
High Relationship
Medium Relationship
Negative Relationship
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23.  Develop importance
ratings.
CUSTOMER ‘WANTS’
IMPORTANCE RATING
Tastes Good
5
Low Price
4
Appetizing Appearance
3
Good Texture
2
Generous Portions
1
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24.  Evaluate competing
products
COMPANY ALPHA
COMPANY BETA
COMPANY CHARLIE
Tastes Good
Fair
Good
Good
Low Price
Good
Poor
Poor
Appetizing
Poor
Fair
Good
Good
Fair
Good
Good
Poor
CUSTOMER
‘WANTS’
Appearance
Good Texture
Generous Portions Good
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25.  Determine the desirable technical
attributes, your performance, and
the
competitor's
performance
against
these
attributes
• In this step we have to determine the desirable technical
attribute, our performance and the competitor’s performance
against these attributes.
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26. FINAL HOUSE OF QUALITY OF PIZZA
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27. APPLICATIONS OF QFD AND HOQ
• The House of Quality matrix is one of the best tools available
for clarifying the “voice of the customer”. It is important to
note that the customer in question may be a product or service
consumer, a corporate executive, or even another department
within the same company. In fact, the “customer” in question
may even be one’s self–for the HOQ tool is an excellent way
to evaluate a complex decision and prioritize one’s own
requirements
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28. APPLICATIONS OF QFD AND HOQ
• The House of Quality tool, on the other hand, helps teams
to gather information such as the following:
• Are any of the customer’s requirements more
important/critical than their other requirements?
• How much more/less important is any given requirement
when compared to the others?
• What are the measurable goals for fulfilling the requested
requirements?
• Do any of the goals conflict with each other?
• Does satisfying any particular goal help to satisfy another?
• How difficult will it be to accomplish any given goal?
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29. CONFLICTS IN QFD
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•
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BACKDROP
SOLUTION
THE INTERNAL CUSTOMER
BUSINESS EXECUTIVES VS. PRODUCT CONSUMER
CONFLICTING BUSINESS INITIATIVES
CONFLICTING CONSUMER GROUPS
GOVERNMENT REGULATIONS
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30. REFERENCES
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•
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http://www.qfdi.org/what_is_qfd/what_is_qfd.html
http://www.quality-one.com/services/qfd.php
http://www.qfdonline.com/archives/whats-the-use/
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