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Why QFD….? Product should be designed to reflect customers’ desires and tastes. House of Quality is a kind of a conceptual map that provides the means for interfunctional planning and communications To understand what customers mean by quality and how to achieve it from an engineering perspective. QFD is a tool to focus the product development process
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Important points Should be employed at the beginning of every project (original or redesign) Customer requirements should be translated into measurable design targets It can be applied to the entire problem or any sub-problem First worry about what needs to be designed then how It takes time to complete
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Components of House of Quality
Hows vs Hows Components of House of Quality Customer Evaluation Who Hows Now This Product Who vs. Whats Whats Whats vs Hows Now vs What Units Hows vs How Muches How Muches This Product Targets Targets
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Extensions to House of Quality
Customer Evaluation Ratio of Improvement Useful Data Target This Product Weighted Importance Importance % Units This Product Targets Technical Difficulty
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Step 1: Who are the customers?
To “Listen to the voice of the customer” first need to identify the customer In most cases there are more than one customer consumer regulatory agencies manufacturing marketing/Sales Customers drive the development of the product, not the designer
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Step 2: Determine the customers’ requirements
Need to determine what is to be designed Consumer product works as it should lasts a long time is easy to maintain looks attractive incorporated latest technology has many features List all the demanded qualities of customers
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Step 2: cont... Manufacturing easy to produce uses available resources
uses standard components and methods minimum waste Marketing/Sales Meets customer requirements Easy to package, store, and transport is suitable for display
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Types of customer requirements
Functional requirements describe the product’s desired behavior Human factors Physical requirements Reliability Life-cycle concerns Resource concerns Manufacturing requirements
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How to determine the Whats?
Customer survey (have to formulate the questions very carefully) If redesign, observe customers using existing products Combine both or one of the approaches with designer knowledge/experience to determine “the customers’ voice”
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Step 3: Determine Relative Importance of the Requirements: Who vs. What
Need to evaluate the importance of each of the customer’s requirements. Generate weighing factor for each requirement by rank ordering or other methods Hows vs Hows Customer Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Rank Ordering Order the identified customer requirements
Assign “1” to the requirement with the lowest priority and then increase as the requirements have higher priority.
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Step 4: Identify and Evaluate the Competition: How satisfied is the customer now?
The goal is to determine how the customer perceives the competition’s ability to meet each of the requirements it creates an awareness of what already exists it reveals opportunities to improve on what already exists The design: 1. does not meet the requirement at all 2. meets the requirement slightly 3. meets the requirement somewhat 4. meets the requirement mostly 5. fulfills the requirement completely Hows vs Hows Customer Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Step 5: Generate Engineering Specifications: How will the customers’ requirements be met?
The goal is to develop a set of engineering specifications from the customers’ requirements. Restatement of the design problem and customer requirements in terms of parameters that can be measured. Hows vs Hows Customer Each customer requirement should have at least one engineering parameter. Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Step 6: Relate Customers’ requirements to Engineering Specifications: Hows measure Whats?
This is the center portion of the house. Each cell represents how an engineering parameter relates to a customers’ requirements. 9 = Strong Relationship 3 = Medium Relationship 1 = Weak Relationship Blank = No Relationship at all Hows vs Hows Customer Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Engineering specifications maybe dependent on each other.
Step 7: Identify Relationships Between Engineering Requirements: How are the Hows Dependent on each other? Engineering specifications maybe dependent on each other. ++= Strong Relationship + = Medium Relationship - = Weak Relationship Blank = No Relationship at all Hows vs Hows Customer Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Step 8: Set Engineering Targets: How much is good enough?
Determine target value for each engineering requirement. Evaluate competition products to engineering requirements Look at set customer targets Use the above two information to set targets Hows vs Hows Customer Who Evaluation Hows Now This Product Whats Who vs. Whats Whats vs vs What Hows Now Units Hows vs How This Product Muches How Muches Targets Targets
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Relationships Among Engineering Characteristics
Identifying performance measure conflicts Customer Evaluation Customer Evaluation Record customer performance ratings for your Similar product and competitors’ products Engineering Characteristics Record Performance measures for each customer demanded quality Customer Evaluation Relative Importance Importance for each demanded quality needs to be determined Customer Attributes The first step is to list all the demanded qualities at the same level of abstraction Engineering Influence Customer Qualities Relationship between demanded customer qualities and Engineering Performance Objective Measures Units Technical benchmarking Determining Important Characteristics Technical Difficulty Importance Technical Difficulty associated with achieving Targets/improvements and importance of technical characteristics Units Targets Setting Technical Targets Targets Technical Difficulty Importance
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Components of House of Quality
Hows vs Hows Components of House of Quality Customer Evaluation Hows Who Now This Product vs Whats vs Whats Who vs. Whats What Hows Now Weighted Importance Importance % Addition to the House of Quality presented in text book Units Hows vs How This Product Muches How Muches Targets Targets Rank Technical Difficulty Selected
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Creating the Requirement List
Contents of Requirement List Specify if the individual items are demands or wishes in the clearest possible terms Tabulate Quantitative and Qualitative aspects Collect further information If possible rank wishes as being of major, medium or minor importance Living document Arrange the requirements in clear order Define the main objective and the main characteristics Split into identifiable groups Enter the Requirement list on standard forms and circulate Examine Objections
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Requirement List
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Requirement List Example
Name 1 Name 2 Name 3 Use information from House of Quality as an starting point for creating the requirement list.(PDS) Need to identify requirements for the product that are basic and necessary but are not specified by the customers.
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