1. 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
Compare performance to desirable technical attributes

2. Competitive assessment
QFD House of Quality
How to satisfy
customer wants
Interrelationships
What the customer
wants
Customer importance ratings
Competitive assessment
Relationship
matrix
Weighted rating
Technical
evaluation
Target values 1

3. House of Quality Example
Your team has been charged with designing a new camera for Great Cameras, Inc.
The first action is to construct a House of Quality

4. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
What the customer wants
Customer
importance
rating
(5 = highest)
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color correction 1

5. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
Low electricity requirements
Aluminum components
Ergonomic design
Auto exposure
Auto focus
Paint pallet
How to Satisfy
Customer Wants

6. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
High relationship
Medium relationship
Low relationship
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Relationship matrix

7. House of Quality Example
Low electricity requirements
Aluminum components
Ergonomic design
Auto exposure
Auto focus
Paint pallet
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
Relationships between the things we can do

8. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Our importance ratings
Weighted rating

9. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
Company A
Company B
G P
F G
P P
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Our importance ratings 22 5
How well do competing products meet customer wants

10. House of Quality Example
What the Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
Analysis of
Competitors
Target values
(Technical attributes)
Technical evaluation
Company A % yes 1 ok G
Company B % yes 2 ok F
Us % yes 2 ok G
Failure 1 per 10,000
Panel ranking
2 circuits
2’ to ∞
0.5 A
75%

11. House of Quality Example
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color correction 1
Our importance ratings
Low electricity requirements
Aluminum components
Ergonomic design
Auto exposure
Auto focus
Paint pallet
Company A
Company B
G P
F G
P P
Target values
(Technical attributes)
Technical evaluation
Company A % yes 1 ok G
Company B % yes 2 ok F
Us % yes 2 ok G
Failure 1 per 10,000
Panel ranking
2 circuits
2’ to ∞
0.5 A
75%
House of Quality Example
Completed House of Quality

12. House of Quality Sequence
Deploying resources through the organization in response to customer requirements
Production process
Quality plan
House 4
Specific components
Production process
House 3
Design characteristics
Specific components
House 2
Customer requirements
Design characteristics
House 1
Figure 5.4