why qfd? quality function deployment. why is qfd effective? diversification of customer needs...
TRANSCRIPT
Why QFD?
Quality Function Deployment
Why Is QFD Effective?
• Diversification of customer needs
• Increased interest toward Customer Satisfaction
• New products that satisfy market needs
• Shorter product development period
• Quality Assurance at product development stage
• Creativity for attractive products and services
Key Points:
Why Is QFD Effective?
• Certain Value Assurance
• Proper management of PL-related issues
• Quick approach to international standards (ISO 9000 series)
• Quick approach to international standards (ISO 14000 series)
Key Points:
Why Is QFD Effective?
Sorting: After separating things into what is necessary and what is not, eliminate unnecessary ones.
Organization: Putting necessary things in order and keep them always ready for use.
Sorting/Organization
Information Control
Developing attractive products
Securing Quality Assurance
Grasping Customer Satisfaction
Firsthand Voice of
customers
Consumer behavior
Information
Why Is QFD Effective?
Major Quality Assurance operations
Major product development operations
Operations not needing men to do
Opera-tions
Which kind of results does the operation cause?
What happens how according to the operation?
Sorting/Organization
Information Control
Why Is QFD Effective?
Sorting/Organization
Information Control Developing attractive
products
Securing Quality Assurance
Grasping Customer Satisfaction
Firsthand Voice of
customers
Consumer behavior
Information
Opera-tions
Major Quality Assurance operations
Major product development operations
Operations not needing men to do
Sorting/Organization
Information Control
Grasping Cause and Effects
Ladder of Abstraction
Luxu-ries
Tobacco
Coffee
Liquor
Cigar
Cigarette
Brewed
Blended
Distilled
Beer
Wine
Sake
Liqueur
Cocktail
Brandy
Whisky
Gin
Vodka
Rum
Irish
Scotch
Bourbon
Canadian
Japanese
White Horse
Old Parr
Glenfiddich
Ballentine’s 12 years
17 years
1st
2nd3rd
4th
More abstractive
More specific
Higher abstraction
level
Lower abstraction
level
1st
2nd
3rd4th
Ladder of Abstraction
Luxu-ries
Tobacco
Coffee
Liquor
Cigar
Cigarette
Brewed
Blended
Distilled
Beer
Wine
Sake
Liqueur
Cocktail
Brandy
Whisky
Gin
Vodka
Rum
Irish
Scotch
Bourbon
Canadian
Japanese
White Horse
Old Parr
Glenfiddich
Ballentine’s 12 years
17 years
Ladder of Abstraction
• Level figures are relative, not absolute.
• The ladder (The Tree Diagram) represents a
component-based system.
• People clime up and down the ladder of
abstraction while they talk.
Would you like bourbon?Or Irish whisky?May I have
Whisky?
I want Scotch.
Function and Quality
Description Indicate Time Function
of Verb + Noun
Function Action Subject
<JIS Definition of Quality>
The totality of proper characteristics or performance which
are the objects of estimation to determine whether a
product or service satisfies purpose of use or not.
Modifier accurately exact Quality
Function and Quality
Description Indicate Time Function
of Verb + Noun
Function Action Subject
Characteristic Performance
exact: precision 15-second difference / month05-second difference / month
15-second difference / year
accurately: precision Indication by HourMinuteSecond
Modifier accurately exact Quality
Positive Function and Passive Function
Positive Function: Function that acts without human operation
Passive Function: Function that acts with human operation
Example:Dynamite
Positive Function: “Keep gunpowder”
Passive Function: “Blast things”
Breakup Sheet for Wants & Needs (1)
Clearly
Comfortably
Pleasantly
Instantly
Easily
Quickly
Modifier
Language
Numerical value
Picture
Sound
Fragrance
Animation
Store
Download
Record
Put up
Transmit
Transfer
Process Information
Verb NounDescriptionof
Function
Quality
Word that modify the noun or the verb of a function
Accurate
Most up-to-date
Overseas
Timely
Plenty of
Modifier
Quickly:
1 Hour
5 Minute
2 Second
Lower
Higher
Level of function achieved
Breakup Sheet for Wants & Needs (2)
Combine the modifiers and the words deployed from the description of function, and you can generate new ideas for the directions of new product development.
Ex: “Instantly transmit overseas fragrance”
Improve the achieved level of a modifier drastically, and you can develop a new product.
Ex: Improve the achieved level of the modifier “plenty of” concerning “Plenty of information”from megabyte (MB) to gigabyte (GB)
The Three Principles of QFD
• The principle of “Subdivision” and “Integration”
• The principle of “Multidimensionality” and
“Visualization”
• The principle of “Holism” and “Partialism”
The QFD Principles (1)
1. Subdivision and Integration
(1) Think about the things after subdividing them.
(2) Clarify the functions separately from their quality.
A function is a task that product should have.
Quality is the level of the function achieved.
(3) Clarify the Required Quality in the market
separately from Quality Characteristics in the
world of engineering.
The QFD Principles (1)
1. Subdivision and Integration
(4) Separate Cost-related issues from Quality-related
issues.
(5) First of all, subdivide or separate things.
Thereafter integrate the items again. The results
can be organized in Quality Deployment Tables.
(6) The first principle of QFD is: “Subdivision” and
“Integration”.
Steps of Quality Assurance
Activity
Sales
Planning
Design
Production Preparation
Manufacturing
Quality
Required Quality
Planned Quality
Designed Quality
Manufactured Quality
Contents of activity
Knowing the real customers’ wants and needs
Planning to satisfy the wants and needs
Designing to realize the Planned Quality
Manufacturing the product as it is designed.
Manufactured Quality (MQ), Designed Quality (DQ)and Required Quality (RQ) (1)
Actual Product (Gembutsu)
8.0mm
140.0mm
How closely MQ meets DQ?MQ
DQ
DQ : Shaft length 140.0mm
Quality DesignCharacteristic value
QD: Shaft diameter 8.0mm
Quality DesignCharacteristic value
Why is this Quality Characteristic required?
Why is this design value settled?
Manufactured Quality (MQ), Designed Quality (DQ)and Required Quality (RQ) (1)
RQ
Why is this Quality Characteristic required?
Why is this design value settled?
Answers to these questions
Easy to hold Easy to write Fits on fingers
Quality Cycle in terms of Potential on Usability Value
Earth(Ecological Environment)
New Resources
Quality of
goods in use
Pu
rcha
sed
go
od
s
Quality of
reused goods
Con
sum
ptio
n go
ods
Durable goods
Quality ofdiscarded goods
Secondhand
goods
Recycled goods
Waste
t’tRaw materialQuality of raw material
Components
Assemblies
Quality of Product
Product on
shop shelf
Product in
physical distribution
Quality of
Merchandise
How to Collect Customer Information
1)Interview in group
2)Interview on individual
3)Behavior survey of customersPresale shops, learning customer needs by observation, survey
of leftover foods
4)Survey with questionnaire
5)Poll via telephone
6)Poll by mail
7)Opinion (customer) card
8)In-company information
9)Industry news
10)Survey via internet
Behavior Survey of Customers
What are potential customer needs?
Scene Deployment (1)
Voice of Customer
Attribute 1
Attribute2
Attribute3
Beer that is “easy to cool”
When Where Who
After taking shower In his own apartment a young manwhen returning home (Based on interview)
While having a barbecue On the beach a young woman
During a break In the field a farmerfrom field work (as assumed)
When? Where?
Who?
Why
Why do customers want it?
Scene Deployment (2)
WhyWhy do customers want it ? Voice of Customer (VC)
Can easily be ready to drink at any time
Answer
Because...
Be able to drink anytime, anywherePurpose
If the purpose is taken into account together with the scene...
Scene Deployment (3)
If the purpose is taken into account together with the scene...
Required Items
What How
Which quality, safety and reliability are necessary to fulfill
the purpose?
In new product development, the quality criterion is relative, compared with competitors.
• Getting cool quickly• Pull-top easy to open
• An amount suitable for gulping
• A container easy to drink from
• Cooling off in about 5 minutes• The mouth of the container can be
kept clean even when customer open it with dirty hands
• An amount suitable for gulping (around 150 ml)
• The size that beer does not overflow from the container (1 cm2)
Scenes and Required Quality of Coffee-Maker (1)
Voice of Customer (VOC):
Who When Where
Scene 1: a businessman living during breakfast at his firm’s dormitoryaway from home
Scene 2: a professor when receiving in his officea guest
Scene 3: a female student when receiving in the lab at thea guest university
I want to drink tasty coffee.
Try to change “who”
Consider the time when customers want it
Imagine where customers want to drink it
Scenes and Required Quality of Coffee-Maker (2)
Voice of Customer (VOC):
I want to drink tasty coffee.
Required Quality
Scene 1: Able to make coffee quicklyAble to make any amount of coffee as required
Scene 2: Easy to make a lot of coffee
Scene 3: Able to make fragrant coffeeHot enough to drink
The QFD Principles (2)
2. Multidimensionality and Visualization
(1) Consider data, as divided and regrouped in the
deployment table, from multidimensional viewpoints.
(2) Quality Table is used to consider quality from a two-
dimensional angle, marketwise and engineering-wise.
The QFD Principles (2)
2. Multidimensionality and Visualization
(3) The third persons can see and understand visualized
information on Deployment Tables and Quality Tables.
(4) Visualized information lets third persons point out
drawbacks.
(5) The second principle is: “Multidimensionality” and
“Visualization”.
Quality Table Schematic (1)
Te
rtia
ry
Tertiary
Quality Element
RequiredQuality
Primary Secondary
Prim
ary
Sec
ond
ary
a b c d e f g h i j k l m n o p q
Z 1 Z 2 Y 1 Y 2 X 1
Z Y X
A
A1
A11
A12
A13
A21
A22
A23
B11
B12
B13
B14
B21
B22
B23
B24
C11
C12
C13
A2
B1
B2
C1
B
C
◎
○
△○
△
◎
○
◎○
△
◎
◎
◎
◎
◎
△
◎○
○
◎
(a) Quality Table based on tertiary items
Quality Table Schematic (2)
Quality Element
RequiredQuality
Z 1 Z 2 Y 1 Y 2 X 1
Pla
nned
Qua
lity
A2 ○ 3 2 3 3B1 △ ○ 2 2 3 3B2 ◎ 4 5 2 5C1
C2
Comparative Analysis
Com
pany
A
Com
pany
B
Our
Com
pany
A1 ◎ ◎ 5 5 5 5
Impo
rtan
ce
335
Quality Planning
5
(b) Quality Table based on secondary items
Quality Table Schematic (3)
(c) Quality Table according to tertiary items in terms of major Required Quality on the secondary level
QualityElement
RequiredQuality
d e f j k
A12 ◎ ◎ ○A13 ○ ◎B21
B22 △ ◎B23 ○
A11 ◎
l
◎
○
B24 ◎
m
A1
B2
Z2 Y2
The QFD Principles (3)
3. Holism and Partialism
(1) Overview the whole and identify the parts more important.
(2) Magnify important points and consider them in detail.
(3) Partial optimization does not always result in optimization
of the whole.
The QFD Principles (3)
3. Holism and Partialism
(4) Striking a balance between the whole and its parts is
imperative.
(5) The third principle of QFD is: “Holism” and “Partialism”.
Overview of the VOC Conversion Sheet (1)
VOC Conversion Sheet (A)
VOC Conversion Sheet (B)
VOC Conversion Sheet (C)
Data AttributeNo. VOC Scene Required Item
Required Quality Quality Element
Charac-teristic
Charac-teristic
Charac-teristic
Charac-teristic
Measure
Noun Verb
Function Quality Remarks
(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12)
Overview of the VOC Conversion Sheet (2)
VOC Conversion Sheet (A)
Data AttributeNo. VOC Scene Required Item Required Quality
(1) (2) (3) (4) (5) (6)
(1) No.: Number of Questionnaire
(2) Data Attribute: Attributes of customers who furnish VOC
(3) VOC: Voice of Customer
(4) Scene: Scenes where customers use the product/service
(5) Required Item: Brief description of what is assumed to be customer needs/wants
(6) Required Quality: Customer needs/wants in terms of Quality
Overview of the VOC Conversion Sheet (3)
VOC Conversion Sheet (B)
Quality Element
Characteristic Characteristic Characteristic Characteristic
(7) (8)
(7) Correspondence: Interrelationship between the Required Quality and the Quality Characteristic
(8) Quality Characteristic: Alternative characteristic for the Required Quality
(Note: Four columns are available for this)
Overview of the VOC Conversion Sheet (4)
VOC Conversion Sheet (C)
Measure
Noun Verb Function Quality Remarks
(9) (10) (11) (12)
(9) Measure: Measure that comes to mind during the VOC conversion process
(10) Function:Noun/Verb describing a function that comes to mind during the VOC conversion process
(11) Quality: Modifier of noun/verb that comes to mind during the VOC conversion process
(12) Remark: Comment that come to mind during the VOC conversion process
Required Item and Required Quality
Required Items
Indicate timeIndicate direction
Letters can be written
Required Function
Available immediatelyEasily available
Required Delivery Time
Reasonable20% discountable
Required Price
Sure to be ignitedAble to use safely
Required Quality
Use resin materialUse light material
Include watchInclude ballpoint pen
Measure
DurableWatertight
Quality Characteristic
Quality Element (QE) Deployment Table
Reliability
Durability
Maintain-ability
MTTF: Mean Time To Failure
B10 Life
Breakdown rate: Frequency of failure per unite period
MTTR: Mean Time To Repair
Repair rate: Probability of repair completed within a specified time
Quality Element
Quality Element
QualityCharacteristic
QE
QE QE
QC QC QC• • • • • • • • •
MoreAbstractive
MoreSpecific
QC: Quality Characteristic
Concept Model of QFD in General
(1) Gather user needs/wants.
(2) Convert VOC into Required Item.
(3) Convert Required Item into Required Quality.
(4) Prepare Required Quality Deployment Table.
(5) Prepare Quality Element Deployment Table.
(6) Fill up Quality Table.
(7) Determine Planned Quality.
(8) Convert the “Degree of Importance” of Required Quality into that of Quality Element.
(9) Determine Designed Quality.
Concept Model of QFD in General
(5)
QEDeployment Table
RQ
D
eplo
ymen
t Ta
ble
(4) Quality Table
(6)
Extract (7)Quality Planning
Degree of Importance
(9)
Des
igne
dQ
ualit
yD
egre
e o
f Im
po
rta
nce
(8)
Required Item
Gather user needs/wants(1)
(2)
VOC
(3)RQ
-Triangles-Tree Diagram and Deployment Table (1)
A
B
A1
A2
B1
B2
Tree Diagram:Deploy from left to right
-Triangle- Deployment Table
-Triangles-Tree Diagram and Deployment Table (2)
Deploy from a to b
b
a
A
B
A1
A2
B1
B2
Example of Deployment Table-Production Process-
Primary Secondary Tertiary
Wet process Electroplating Single platingAlloy platingMultiple platingLaser plating
Electroless plating Electroless alloy platingMultiple platingCleaning
Grinding Mechanical grindingElectrolytic grindingChemical grinding
Dry process Physical Vapor Deposition (PVD)
Vacuum evaporationIon platingSputtering
Ion implantationIon beam mixing
Definition of Quality Function Deployment
Quality Function Deployment (in its broad sense):A general term for Quality Deployment and Quality Function Deployment in its narrow sense.
Quality Deployment:With user needs/wants converted to alternative characteristics (Quality Characteristics) and the Designed Quality of finished products being set, the Quality of functional components and of individual parts as well as process elements are deployed systematically.
Quality Function Deployment (in its narrow sense):The task or job that makes up quality is deployed into detailed partials systematically and step-wise.
Source: Yoji Akao “QFD”
QD and QFD in Narrow Sense
Quality
Deployment of xxxx Quality
Job Function = Deployment of xxxx Quality Function P
lanning D
esign Trial
Manufacturin
g Manufacturin
g Servic
e
Quality Function
Deployment
Source: Yoji Akao “QFD”
The Flow of Quality Deployment
Element ofProduction Process
AlternativeCharacteristic
Use
Nee
ds/W
ant
sQ
ualit
y o
f F
unc
tiona
l Pa
rts
QFD in Narrow Sense
Research marketCollect informationAnalyze market needs, technologywiseResearch market for a current productResearch competitive productsInvestigate regulatory trendsInvestigate the PL issue trendDraft concepts for planningTake into account market technological trendsStudy the feasibility of necessary technologyForecast the demand
Determine inspection standardsDetermine inspection itemsPrepare boundary examplesCheck inspection procedures
Grasp market needs
Choose the right theme for development
Prepare inspection
Plan product
Prepare production
Assure product quality
Concept Model of Rdb-QFD
Manufac-turing Div.
Production Eng. Div.
Material Procurement Div.
Drawings &Engineering Data
R&D &Engineering
Div.
QualityTable
Designed Quality
Planned Quality
BN
E R
egis
ter
Designed Quality
QualityTable
Cp
HeadquartersSales Dept
After-sale Service Div.
Complaints/ClaimsManufacturingProcess Data
QA Div.
Inventory Data
QA
Tab
le
Eng
inee
ring
See
ds
Req
uire
d Q
ualit
y
Req
uire
d Q
ualit
y
Req
uire
d Q
ualit
y
Man
ufac
turin
gM
etho
ds Mat
eria
ls
QualityCharacteristic
QualityCharacteristic
Uni
t/C
ompo
nent
What Is Quality Function
Deployment?Tadashi OhfujiTamagawa University