This document discusses Quality Function Deployment (QFD), which is a systematic approach to designing products and services based on customer needs and demands. It describes the key aspects of QFD, including the benefits, the House of Quality (HOQ) diagram, and the 8 steps to build a HOQ. These steps include identifying customers and their requirements, determining the importance of requirements, generating engineering specifications to meet requirements, relating requirements to specifications, setting engineering targets, identifying relationships between specifications, and using Markov modeling within QFD. The overall goal of QFD is to ensure products are designed to fully satisfy customer needs.

1. Quality Function Deployment
(Qfd)
BITS Pilani
Pilani Campus

2. Agenda
Introduction
QFD Benefits
House of Quality (HOQ)
QFD Steps to build HOQ
Conclusion
BITS Pilani, Pilani Campus

3. Introduction
Quality Function Deployment (QFD) is an approach to
design introduced in Japan in 1966 by Yoji Akao.
Definition: QFD is a very systematic and organized
approach of taking customer needs and demands in the
consideration when designing a new products and
services or when improving existing products and
services.
BITS Pilani, Pilani Campus

4. QFD Benefits
•
•
•
•
Customer driven
Reduces implementation time
Promotes teamwork
Provides documentation
BITS Pilani, Pilani Campus

5. House of Quality (HOQ)
Applying the QFD steps builds the house of quality.
How Vs. How
WHO
Who
Vs.
What
How
What
What vs. How
Now
Now
Vs.
What
How much
BITS Pilani, Pilani Campus

6. QFD Steps
Step 1: Identify the customers: determine exactly WHO
they are.
• Customers can be
internal or external to the
company.
• For many products, the
most important customers
are the consumers, the
people who will buy the
product and tell other
consumers about its
quality (or lack thereof).
How Vs.
How
WHO
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

7. QFD Steps
Step 2: Determine the customers’ requirements: WHAT do the
customers want?
• Typically, as customer surveys show, the
consumers want a product that works as
it should, lasts along time, is easy to
maintain, looks attractive, and has many
features.
• Typically, the production customer wants
a product that is easy to manufacture and
assemble, uses available resources, uses
standard parts and methods, uses
existing facilities, and produces a
minimum of scarps and rejected parts.
• Typically, the marketing/sales customer
wants a product that meets consumers’
requirements; is easy to
package, store, and transport; is
attractive; and is suitable for display.
How Vs.
How
WHO
Who
Vs.
What
How
Wha
t
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

8. QFD Steps
Step 3: Determine relative importance of the requirements:
WHO versus WHAT
• Relative importance can be
evaluated by generating a
weighting factor for each
requirement.
• Traditionally, the customers are
asked to rate each requirement on
a scale from 1 to 10.
• A better method, the fixed sum
method, is to tell each customer
that they have 100 points to
distribute among the requirements.
How Vs.
How
WHO
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

9. QFD Steps
Step 5: Generate engineering specifications: HOW will the
customers’ requirements be met?
• Engineering specifications
are the restatement of the
design problem in terms
of parameters that can be
measured and have
target values.
• Parameters are
developed in this step and
the target values for these
parameters are
developed in step 8.
How Vs.
How
WHO
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

10. QFD Steps
Step 6: Relate customers’ requirements to engineering
specifications: HOW to measure WHAT?
• This is the central part of HOQ.
How Vs.
How
WHO
Strong relationship
Medium relationship
Weak relationship
Blank = no relationship
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

11. QFD Steps
Step 7: Set engineering targets: HOW MUCH is good enough?
Target values are used to
evaluate the product’s ability
to satisfy customers’
requirements.
Two actions:
1. To ascertain how the
competitors (step 4)
meets the engineering
specifications, and
2. To establish the targets
for the new product.
How Vs.
How
WHO
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

12. QFD Steps
Step 8: Identify relationships between engineering requirements:
How are the HOWs dependent on each other?
Engineering specifications may
be dependent on each other. It
is best to realize these
dependences early in the
design process.
Negative
(-1)
Strong negative (-3)
Strong positive
(9)
Positive
(3)
How Vs.
How
WHO
Who
Vs.
What
How
What
Now
What vs. How
Now
Vs.
What
How much
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

13. A Reduced HOQ Form
Correlation
matrix
Customer
Requirements
Relationship
matrix
Competitive
assessment
Importance rating
Engineering
Characteristics
Target values
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

14. MARKOV MODELING AND QFD
• A Markov chain model is commonly used to study the shortand long-run behavior of certain stochastic systems
• Markov chain models assume that a system starts in an initial
state but the initial state will be changed over time
• If the chain is currently in state si, then it moves to state sj at
the next step with a probability denoted by pij, and this
probability does not depend upon which states the chain was in
before the current state.
BITS Pilani, Pilani Campus

15. STEADY STATE PROBABILITIES
• The probability that the system is in each state j no longer
depends on the initial state.
• APPLICATION OF MARKOV MODEL IN QFD
• Let us consider that the customer requirements which have
been found out are denoted by CR and the technical measures
are denoted as TM.
• The relationship between identified WHATs and HOWs can be
STRONG (S), MEDIUM(M), WEAK(W) and NONE(N) each
having their respective weights as s, m, w and zero
respectively
BITS Pilani, Pilani Campus

16. Advantages of Markov Model in
QFD
• The relationship and importance of technical measures is
obtained on a timely basis.
• It helps the decision makers in absence of much information
and past experiences
BITS Pilani, Pilani Campus

17. Conclusion
• The QFD technique ensures that the problem is well
understood.
• The HOQ automatically documents and records the
evolution of the product design.
• The HOQ is an excellent communication tool for the
design team.
• The QFD technique can be applied at any of the design
phases.
BITS Pilani, Pilani Campus