QFD (Quality Function Deployment) is a method for developing products and services by translating customer needs and requirements into technical specifications. It involves cross-functional teams who create a series of "houses" or matrices to break down the product design into increasing levels of detail from customer needs to component specifications. Implementing QFD leads to benefits like reduced time to market, lower costs, improved quality, and increased customer satisfaction.

1. Quality Function
Deployment
(Q F D)

2. What is QFD?
• QFD is Quality Function Deployment
• A method of transferring customer needs and
requirements into technical specifications for
new product and service development.

3. Brief History
• Dr. Yoji Akao and Shigeru Mizuno
• First implemented at Mitsubishi Heavy Industries, Kobe
Shipyard in 1972
• Toyota strongly influenced adoption of QFD in North
America
• Adopted By Ford and GM in 1980s
– Between 1977-1984 achieved a 61% reduction in product
development cost, a 33% reduction in product development cycle,
and virtual elimination of rust related warranty problems.

4. Quality Function Deployment
• Identify customer wants
• Identify how the good/service will satisfy
customer wants
• Relate customer wants to product hows
• Identify relationships between the firm’s
hows
• Develop importance ratings
• Evaluate competing products

5. QFD House of Quality

6. Idea Generation Stage
• Provides basis for entry into market
• Sources of ideas
– Market need (60-80%); engineering & operations
(20%); technology; competitors; inventions;
employees
• Follows from marketing strategy
– Identifies, defines, & selects best market
opportunities

7. Customer Requirements Stage
• Identifies & positions key product benefits
– Stated in core benefits proposition (CBP)
– Example: Long lasting with more power
(Sears’ Die Hard Battery)
• Identifies detailed list of product
attributes desired by customer
– Focus groups or
1-on-1 interviews
House of Quality
Customer
Requirements
Product
Characteristics

8. Functional Specification Stage
• Defines product in terms of how the
product would meet desired
attributes
• Identifies product’s engineering
characteristics
– Example: printer noise (dB)
• Prioritizes engineering characteristics
• May rate product compared
to competitors’
House of QualityHouse of Quality
Customer
Requirements
Product
Characteristics

9. Product Specification Stage
• Determines how product will be made
• Gives product’s physical specifications
– Example: Dimensions, material etc.
• Defined by engineering
drawing
• Done often on computer
– Computer-Aided
Design (CAD)
House of QualityHouse of Quality
Product
Characteristics
Component
Specifications

10. Quality Function Deployment
• Product design process using
cross-functional teams
– Marketing, engineering, manufacturing
• Translates customer preferences into specific
product characteristics
• Involves creating 4 tabular ‘Matrices’ or
‘Houses’
– Breakdown product design into increasing levels of
detail

11. Benefits Of Adopting QFD
• Reduced time to market
• Reduction in design changes
• Decreased design and manufacturing costs
• Improved quality
• Increased customer satisfaction

12. Application Of QFD
Some of the application of QFD are:
• Production/Manufacturing
• Maintenance
• Design courses and curriculum
• Design of performance measures
• Aerospace
• Military needs

13. QFD SummaryQFD Summary
• Orderly Way Of Obtaining Information & Presenting It
• Shorter Product Development Cycle
• Considerably Reduced Start-Up Costs
• Fewer Engineering Changes
• Reduced Chance Of Oversights During Design Process
• Environment Of Teamwork
• Consensus Decisions
• Preserves Everything In Writing