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QUALITY FUNCTION DEPLOYMENT WITH COLLABRATIVE NEW PRODUCT DESIGN. contents. What is Quality Function Deployment? Application of Quality Function Deployment Benefits of Quality Function Deployment Phases of Quality Function Deployment The House of Quality
Quality Function Deployment is a quality development method which is used fornew product design or improvement of existing product and at the same time.
In order to stay in competitive market, the companies try newapproaches and put the successful ones into application.One of the widely used approaches is, today, Quality Function Deployment (QFD).
It can be used for,
The focus is on customers wants, not what the company thinks the customer wants. The "Voice of the Customer" drives the development process.
Other products in the marketplace are examined, and the company product is rated against the competition.
Careful attention to customer requirements reduces the risk that changes will be required late in the project life cycle. Time is not spent developing insignificant functions and features.
A knowledge base is built as the QFD process is implemented. A historical record of the decision-making process is developed.
Phase 1, Product Planning
Phase 1, or product planning, is also called The House of Quality.
Phase 2, Product Design
Product design requires creativity and innovative team ideas.
Phase 3, Process Planning:
During process planning, manufacturing processes are flowcharted and process parameters (or target values) are documented.
Phase 4, Process Control:
In this phase decisions are made as to
which process poses the most risk and controls are put in place to prevent
The House of Qualitytranslates customer requirements, based on marketing research and benchmarkingdata, into an appropriate number of engineering targets to be met by a new product design.
THE VOICE OF THE CUSTOMER’
The initial steps in forming the House of Quality include determining, clarifying, and specifying thecustomers’ needs.
The next step of the QFD process is identifying what the customer wants and what must be achieved tosatisfy these wants. In addition, regulatory standards and requirements dictated by management must beidentified. Once all requirements are identified it is important to answer what must be done to the productdesign to fulfill the necessary requirements.
The planningmatrix shows the weighted importance of each requirement that the team and its competitors are attemptingto fulfill. Customer ratings, typically ranging from 1 to 5, are given to each company under eachrequirement. The customer ratings are combined with the weighted performance of each demand toproduce an overall performance measure for the companies.
TECHNICAL CORRELATION MATRİX
This room in the matrix is where the term House of Quality comes from because it makes the matrix look like a house with a roof. The correlation matrix is probably the least used room in the House of Quality; however, this room is a big help to the design engineers in the next phase of a comprehensive QFD project. Team members must examine how each of the technical descriptors impact each other. The team should document strong negativerelationships between technical descriptors and work to eliminate physical contradictions.
The technical properties matrix uses specific items to record the priorities assigned to technicalrequirements. It also provides a technical performance achieved by competitive products and the degree ofdifficulty in developing each requirement.
Through customer needs and competitive analysis, the House of Quality helps to identify the criticaltechnical components that require change.
Thebestprovenmethodology, forunderstandingwhatcustomerreallywants is Voice of theCustomer.
1200W Hard BonnetHairDryer (Individualizationstudiesforcommercialproducts)
A research has beenmade in thisstudywithpeoplewhoaremostlyemployedandagedbetween 20 and 30. Consideringtheresults of theresearchthat has beenmadeforpotentialcustomers, a newhairdryerproductdesign can be based on thecustomerrequirements. Forexample, a hairdryerwhichdriesquickly is an importantfactor in thevoice of customerandnewhairdryerdesigns can be implementedwith a newapproachinstead of makingimprovements on ordinaryhairdryerdesigns.
Ina truequalitysystem, weneededtoaddress not onlythequality of theproductsbeingdesignedandproduced, but thequality of thenewproductdevelopment (NPD) processitselfthatcreatesthoseproducts. Inotherwords, not justthequality of an assembly of parts, but thequality of thehumanactivitiesneededtodesignandproducethosepartshumanactivitiessuch as productplanning, marketing, engineering, procurement, testing, manufacturing, packaging, after-salessupport, etc. Thequalityfunctionmust be deployedacrossallthecompany.
Theonlywayquality can be assured is fororganizationfunctionstoworktogetherfromthe start.
1.An Automobile Bumper
There is too much damage to bumpers in low-speed collisions. Customer wants a better bumper.
Step 1:Identify Customer(s)
Put competitive benchmarking information into
House of Quality Chart
Requirements into Measurable Engineering Specifications and define target values
AN AUTOMOBIL BUMPER:
Figure1 shows an electricalappliance: an Ice-teamaker. Wewillusethe QFD tostudy
how toimproveitsdesign. Theoperation is as follows: Addtealeavestothesteeping
basket, andcoolwatertothe tank, andswitch on themachine. Thewaterfromthe tank
enterstheheatingchamber, where an electricalcoilboils it. Thesteampushesthe how
waterthrough a tubetothesteeping basket. The hot waterseepsthroughthetealeaves,
andtheteadripsdownintothejar. Finally, theice-tea is preparedbyaddingsugar,
lemon, andicetothetea in thejar, andmixing.
Based on surveys, thecustomerrequirementsareidentified; subsequentanalysis of the
surveysyieldstherelativeimportance. Based on theengineeringanalysis of thedesign,
thecorrespondingtechnicalfeaturesthatmust be modifiedareidentified. Usually, for
eachcustomerrequirement, therewill be oneormoretechnicalfeature.
Nowweproceedtothenextsteps: Benchmarking andanalysisbased on engineeringand
technicalevaluations of whatTP’swe can aimtomodifybychangingsomedesign
modules.Thetechnicaldifficulty of eachobjective is assigned a numericalratingbytheengineers
whoare in charge of thedesign of themodulesrelatedtothisparameter. Theteamalso
consultseachotherto standardize theirrelativeratings.
2)Therighthandsideshowscomparison of consumerpreferencestodesign of competingproducts. Thesenumbersarerelative, andbased on statisticsfromcustomersurveys.
3)The ‘roof’ of the House is completedbyidentification of inter-relatedTP’s – therearefourtypes of inter-relationships of concern, thesearedescribed in thetablebelow.
Whichdesignfeaturesshould be modifiedorupgradedfirst. Ifthere is unlimited
time andmoney, wewouldliketoupgradeallthefeaturesthat can be technically
However, thismay not be thebeststrategy:
machinesonce in everyfew time periods (forexample, digitalcameracompaniesused
thistechniqueveryeffectively in thelastfewyears).
Thus, withbudgetand time constraints, the House of qualityprovidesthedesignteam
withinformationtoprioritizetheimportant (in terms of customerdemand) design