Quality Function Deployment (QFD)
Nur Asilah binti Mastuki B050910150
Supervisor: Mr Hasoloan Haery IP
QFD
VoC HoQ
CONTENTS
PART A (QFD) 1. HISTORY OF QFD 2. DEFINITION OF QFD 3. TYPES OF QUALITY 4. QFD PHASES 5. BENEFITS QFD
CONTENTS
PART B (HoQ) 1. HOUSE OF QUALITY (HOQ): AS A TECHNIQUE OF PRODUCT PLANNING PART C ( VoC) 1. BRIEFING ON VOICE OF CUSTOMER
HISTORY OF QFD
Quality Function Deployment (QFD) was developed in Japan in the late 1960s by Professors Shigeru Mizuno and Yoji Akao. during an era when Japanese industries broke from their post-World War II mode of product development through imitation and copying and moved to product development based on originality.
HISTORY OF QFD (cont.)
QFD was brought to the U.S in the mid 1983 by Furukawa, Kogure, and Akao during seminar to 80 quality assurance manager from prominent U.S companies. Then, after QFD was introduce to United State, many company and efforts to expend the research and various activities that currently carried out for advancement such as International Symposium on Quality Function Deployment (ISQFD).
HISTORY OF QFD (cont.)
Figure 1: QFDs effect on product development lead time (John, J. 2001:82)
DEFINITION OF QFD
QFD is a cross-functional planning tool which is used to ensure that the voice of the customer is deployed throughout the product planning and design stages. used to encourage breakthrough thinking of new concepts and technology. Its use facilitates the process of concurrent engineering and encourages teamwork to work towards a common goal of ensuring customer satisfaction.
DEFINITION OF QFD (cont.)
Quality also said as perceptual, conditional and subjective attribute that defining differently by different people. The definition given by the ISO/IEC 8402 standard is "The totality of features and characteristics of a product or a service that bear on its ability to satisfy stated or implied needs".
TYPES OF QUALITY
Quality of Design
Quality Dimensions
Types of Quality
Quality of Conformance
Quality of Performance
TYPES OF QUALITY (cont.)
Quality of Design
focuses on determining the quality characteristics of product or services that are suited to the need of a market, at given cost.
Quality of Conformance
a firm and its suppliers can produce product and service with predictable degree of uniformity and dependability, at a cost that is in keeping with the quality characteristics determined in a quality of design study. focus on determining how the quality characteristic determined in quality of design studies, improved and innovated in quality of conformance studies to performing in the market place.
Quality of Performance
Quality Dimensions
Garvin defines eight dimension of quality or quality characteristic which the customer looks for in a product :
TYPES OF QUALITY (cont.)
The dimension of quality
Dimension Performance Features Conformance Reliability Durability Service Response Reputation Meaning and Example Primary product characteristic, such as brightness of the picture Secondary characteristic feature such as remote control Meeting specification or industry standard, workmanship Consistency of performance over time, average time for the unit to fail Useful life, includes repair Resolution of problems and complaints, ease of repair Human to human interface, such as exterior finish Past performance and other intangibles, such as being ranked first
QFD PHASES
QFD PHASES (cont.)
1. Product Planning: This phase begins with customer requirements. A set of design requirements is determined, which, if deployed, will result in achieving more customer requirements. 2. Product Development: It involves design/redesign and fabrication of new or modified product and then testing it to find its usefulness. Product development is essential in order to meet changing consumer needs, maintain sales position and profit margin, and increase the quality of products. The various steps involved in developing a product are given below: a. Get new ideas b. Evaluate ideas technically c. Ideas from markets point of view d. Take the final decision e. Get into production f. Introduce product into the market
QFD PHASES (cont.)
3. Process Planning: Process planning is the systematic determination of the methods by which a product is to be manufactured economically and competitively. Process planning requires: 1. quantity of work to be done 2. availability of equipments, tools and personnel 3. sequence in which operations will be performed 4. standard time of each operation 5. when the operations will be performed.
4. Production Planning: Finally, production requirements are determined from the operation of the key process. This phase ends with prototyping and production launch.
QFD PHASES (cont.)
3. Process Planning: Process planning is the systematic determination of the methods by which a product is to be manufactured economically and competitively. Process planning requires: 1. quantity of work to be done 2. availability of equipments, tools and personnel 3. sequence in which operations will be performed 4. standard time of each operation 5. when the operations will be performed.
4. Production Planning: Finally, production requirements are determined from the operation of the key process. This phase ends with prototyping and production launch.
BENEFITS OF QFD
Customer Driven Reduces Time Implementation Creates focus customer requirement. Uses competitive information effectively. Prioritizes resources. Identifies items that can be acted upon. Structures resident experience/information. Decreases midstream design change. Limits post-introduction problems. Avoids future development redundancies. Identifies future application opportunities. Surface missing assumptions.
BENEFITS OF QFD (cont.)
Promotes Teamwork Consensus based. Creates communication at interfaces Identifies action at interfaces. Creates global view out of detail. Provides Documentation Documents rationale for design Is easy to assimilate. Adds structure to the information Adapts to changes, a living Document Provides framework for sensitivity analysis.
HOUSE OF QUALITY (HoQ)
translates the voice of the customers into design requirements that meet specific target values and matches those against how an organization will meet those requirements. It is a collection of six interrelated matrixes clustered in such a way that essentially gives the shape of a house having boundaries, pavements, ceiling, and roof as shown in Figure 2
HOUSE OF QUALITY (cont.)
HOUSE OF QUALITY (cont.)
The Customer Attributes: The left exterior walls of the house represents customer requirements determined by the market research are essentially the VoC. The Technical Descriptors: The ceiling or second floor of the house contains the technical descriptors describing how the product or service may achieve its demanded performance. It presents the voice of the designer in general term that may not be the goalspecific (ultimate) solution. Relationships: The interior walls of the house are the relationships between customer attributes and technical descriptors indicating the degree of relationship between them.
HOUSE OF QUALITY (cont.)
Technical Matrix: The foundation of the house is the prioritized technical descriptors based on the relationships between customer attributes and technical descriptors. The listed items of this technical matrix are the technical benchmarking, degree of technical difficulty, and target values. Technical Correlations: The roof of the house is the technical correlations representing the interrelationship among technical descriptors. This correlation is important to show at what extent the technical descriptors may be mutually supported and contradictory. Planning Matrix: On the right side are the prioritized customer requirements or planning matrix providing quantitative market data for each of the customer attributes based on user research, competitive analysis or team assessment.
VOICE OF CUSTOMER
The "Voice of the Customer" is a process used to capture the requirements or feedback from the customer (internal or external) to provide them with best-in-class service or product quality.
VOICE OF CUSTOMER (cont.)
The VOC is critical for an organization to: Decide what products and services to offer Identify critical features and specifications for those products and services Decide where to focus improvement efforts Obtain a baseline measure of customer satisfaction against which improvement will be measured Identify key drivers of customer satisfaction
CONCLUSION
QFD in 50 words : Quality function deployment provides an architecture that can effectively position and combine design for excellence and design for Six Sigma.
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