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Quality Function Development
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.
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Quality Function Development
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- 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 ofQuality
- 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 AdoptingQFD • Reduced time to market • Reduction in design changes • Decreased design and manufacturing costs • Improved quality • Increased customer satisfaction
- 12. Application Of QFD Someof 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
Editor's Notes
- #7 One notion which might be discussed at this stage is the attempts by manufacturers to add information to an existing good rather than develop a new good.
- #8 Here begins the attempt to link the product directly with the customer. You might specify a product and ask students to identify first the attributes of interest to the customer, and second the “benefits” to the customer.
- #9 At this point we have to start adding precision to our specifications. If we want a product to be “easy to use,” what exactly does that mean? To use by whom? With what level of preparation? Etc.
- #10 At this point, we have to develop the information necessary to actually produce the product - and, to know that it has been produced appropriately.