quality function development
TRANSCRIPT
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Quality Function Deployment
(Q F D)
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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.
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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.
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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
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QFD House of Quality
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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
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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
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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
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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
ProductCharacteristics
Component Specifications
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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
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Benefits Of Adopting QFD
• Reduced time to market • Reduction in design changes • Decreased design and manufacturing costs • Improved quality • Increased customer satisfaction
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Application Of QFD
Some of the application of QFD are:• Production/Manufacturing• Maintenance • Design courses and curriculum• Design of performance measures• Aerospace• Military needs
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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
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