lect 6 qfd_2
TRANSCRIPT
IBITTQM
Understanding Customer Requirements
QUALITY FUNCTION DEPLOYMENTEngr. Mariam Altaf Tarar
LecturerInstitute of Quality and Technology Management
Punjab University
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Need to focusMoving in the wrong direction at a fast
pace is still moving in the wrong direction.
Wrong
Right
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Voice Of The Customer
Driving Force Behind QFD Customer Dictates Attributes Of Product
Customer Satisfaction Meeting Or Exceeding Customer Expectations Customer Expectations Can Be Vague & General In
Nature Customer Expectations Must Be Taken Literally, Not
Translated Into What The Organization Desires
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Information on QFD….
Developed in Japan in the mid 1970s Introduced in USA in the late 1980s Toyota was able to reduce 60% of cost
to bring a new car model to market Toyota decreased 1/3 of its
development time Used in cross functional teams Companies feel it increased customer
satisfaction
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Why….? 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.
HQ is a tool to focus the product development process
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QFD Target
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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
subproblem First worry about what needs to be designed
then how It takes time to complete
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Components of House of Quality
Customer Evaluation
Units
Targets
This
Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vs Hows
Hows
Whats vs Hows
Now
Now
vs
Wha
t
How MuchesHows vs
How Muches
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Extensions to House of Quality
Customer Evaluation
Technical Difficulty
Units
Targets
Weighted ImportanceImportance %
This Product
This
Pro
duct
Use
ful D
ata
Tar
get
Rat
io o
f Im
prov
emen
t
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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
Customer Evaluation
Units
Targets
This
Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now
vsW
hat
How MuchesHows vs
HowMuches
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
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now
vsW
hat
How MuchesHows vs
HowMuches
List all the demanded qualities at the same level of
abstraction
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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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Kano Model
Excitement
SatisfiersBasic
Perfor
mance
Fullyimplemented
Absent
Customer Satisfaction
-
+
Disgusted
DelightedBasic Quality: These requirements are not usually mentioned by customers. These are mentioned only when they are absent from the product. Performance Quality: provides an increase in satisfaction as performance improves Excitement Quality or “wow requirements”: are often unspoken, possibly because we are seldom asked to express our dreams. Creation of some excitement features in a design differentiates the product from competition.
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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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Affinity Diagram Provides structure for verbal data
by creating natural clusters or groups
Ensures that the list of demanded qualities are complete and expressed at the same level of detail
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Constructing Affinity Diagram
Set a brainstorming session to list all possible requirements Record each element of the list on small cards Place all cards on a table randomly Silent mode Spend time reading all demanded qualities Start at the same time, once everyone is ready - everyone
quickly and without thought find two demanded qualities that have something in common
If you find a demanded quality is not where you think it belongs, move it. If it is moved again, make a duplicate and talk about it later.
The process continues until all demanded qualities are in a group.
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Constructing Affinity Diagram
Discussion Mode Begin discussion after group composition for the demanded
qualities becomes stable First review the demanded qualities that seemed to have more
than one home Select a descriptive name for the groups. Group names must
also be demanded qualities, but at a higher level of abstraction Look at each group and judge if all elements are at the same
level of abstraction Check each group by asking “If this is the name of the group,
what elements should be included but are missing?” Next test for missing groups. Check with the types of customer requirements list
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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
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
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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.
Sum all the numbers The normalized weight
Rank/Sum The percent weight is: Rank*100/Sum
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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 all2. meets the requirement slightly3. meets the requirement somewhat4. meets the requirement mostly5. fulfills the requirement completely
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
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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.
Each customer requirement should have at least one engineering parameter.
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
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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.
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
9 = Strong Relationship3 = Medium Relationship1 = Weak RelationshipBlank = No Relationship at all
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Step 7: Identify Relationships Between Engineering Requirements: How are the Hows Dependent on each other?
Engineering specifications maybe dependent on each other.
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
9 = Strong Relationship3 = Medium Relationship1 = Weak Relationship-1 = Weak Negative Relationship-3 = Medium Negative Relationship-9 = Strong Negative RelationshipBlank = No Relationship at all
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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
Customer Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now v
sW
hat
How MuchesHows vs
HowMuches
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Customer Evaluation
Technical DifficultyImportance
Units
Targets
Customer Attributes
The first step is to list all the demanded qualities at the same level of abstraction
Relative Importance
Importance for each demanded quality needs to be determined
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
Engineering Influence Customer Qualities
Relationship between demanded customer qualities and Engineering Performance
Objective Measures
Units
Technical benchmarking
Relationships Among Engineering Characteristics
Identifying performance measure conflicts
TargetsTargets
Setting Technical TargetsDetermining
Important Characteristics
Technical DifficultyImportance
Technical Difficulty associated with achieving Targets/improvements and importance of
technical characteristics
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Components of House of Quality Customer
Evaluation
Units
Targets
Thi
s Pro
duct
This Product
Targets
Who
Whats
Who
vs.
Wha
ts
Hows vsHows
Hows
Whats vsHows
Now
Now
vsW
hat
How MuchesHows vs
HowMuches
Weighted ImportanceImportance %
RankTechnical Difficulty
Selected
Addition to the House of Quality presented in text book
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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 Listfor
Requirements list
Project, product
Changes DW Requirements Responsible
Dat
e of
Cha
nge
Spe
cify
wet
her i
tem
is D
or W
Des
ign
Gro
up R
espo
sibl
e
Replaces Issues of:
User
Objective or property with qualitative and quantitative data
IdentificationClassification
Page
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Name 1Name 2Name 3Requirement
List ExampleUse information from House of Quality as an starting point for creating the requirement list.
Need to identify requirements for the product that are basic and necessary but are not specified by the customers.
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Example House of Quality
Design a device to toast breads and other similar types of food
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House of Quality Example
Your team has been charged Your team has been charged with designing a new camera with designing a new camera for Great Cameras, Inc.for Great Cameras, Inc.The first action is The first action is to construct a to construct a House of QualityHouse of Quality
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House of Quality Example
CustomerCustomerimportanceimportance
ratingrating(5 = (5 =
highest)highest)Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1
What the What the customer customer
wantswants
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
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House of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Low
ele
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re
quir
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Alu
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Aut
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Pain
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How to SatisfyCustomer Wants
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Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1
House of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
High relationshipHigh relationshipMedium relationshipMedium relationshipLow relationshipLow relationship
Relationship matrixRelationship matrix
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House of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Low
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Relationships Relationships between the between the things we can things we can dodo
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House of Quality Example
Weighted Weighted ratingrating
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings22 9 27 27 32 25
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House of Quality Example
Com
pany
A
Com
pany
B
G PG PF GG PP P
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings22 5
How well do How well do competing competing products meet products meet customer wantscustomer wants
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
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House of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Target values(Technical attributes)
Technical evaluation
Company A0.760%yes 1 ok GCompany B0.650%yes 2 ok FUs 0.575% yes 2 ok G
0.5
A
75%
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House of Quality Example
CompletCompleted ed House of House of QualityQuality
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1Our importance ratings
Low
ele
ctric
ity re
quire
men
ts
Alu
min
um c
ompo
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Com
pany
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Com
pany
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G PG PF GG PP P
Target values(Technical attributes)
Technical evaluation
Company A 0.760%yes 1 ok GCompany B 0.650%yes 2 ok FUs 0.575%yes 2 ok G
0.5
A75
%2’
to
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circ
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Failu
re 1
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22 9 27 27 32 25
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House of Quality Sequence
Des
ign
char
acte
rist
ics
Specific componen
ts
House 2
Cust
omer
re
quir
emen
ts
Design characteristi
cs
House 1
Spec
ific
com
pone
nts
Production process
House 3 Pr
oduc
tion
pr
oces
s
Quality plan
House 4
Figure 5.4Figure 5.4
Deploying resources Deploying resources through the organization in through the organization in response to customer response to customer requirementsrequirements
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Benefits Of Adopting QFD Reduced time to market Reduction in design changes Decreased design and
manufacturing costs Improved quality Increased customer satisfaction
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QFD Summary Orderly Way Of Obtaining Information & Presenting It Shorter Product Development Cycle Considerably Reduced Start-Up Costs Fewer Engineering Changes Reduced Chance Of Oversights During Design
Process Environment Of Teamwork Consensus Decisions Preserves Everything In Writing