quality function deployment and selection matrices · what are quality function deployment tools to...

© G. A. Motter, 2006, 2008 & 2009

Illustrated byExamples

Quality Function Deployment

and Selection Matrices

CustomerDriven ProductDevelopment

© G. A. Motter, 2006, 2008 & 2009

Test & ValidateAssess Performance, Reliability, Mfg, ...

OK

Capture & Analyze Voice of the CustomerIdentify Critical Customer Requirements (CCRs) &

Establish System Specifications via QFD1

Design for ManufacturabilityMinimize Sensitivity to Mfg Variations

Design for Robust PerformanceMinimize Sensitivity to Design & Operating Variations

Predict QualityPredict Iterate to Meet Quality Target

Identify System Design ConceptDetermine System Functionality

Map CCRs to System Functions via QFD2

Develop Detailed DesignMap Functions to Design Parameters via QFD3

OK

Deliver to Customer

Optimizefor 6

Validate

Design

IdentifyCCRs

Define

Define the ProjectBusiness Case, Opportunity Statement, Goal,

Scope and Boundaries

Typical

DFSS

Process

Source: Design for Six Sigma, K. Yang

© G. A. Motter, 2006, 2008 & 2009

House of Quality& Selection MatrixDiscussionObjectives

Understand purpose of each “Room” in the Matrix

Illustrate 7-step approach to HOQ, via example

Identify Critical Customer Requirements (CCRs)

Establish System Engineering Design Specifications

Explain Solution Selection Matrix

© G. A. Motter, 2006, 2008 & 2009

and Solution Selection Matrices?

What are Quality Function Deployment

Tools to assist in data baseddecision making

System of matrices translatingCustomer Needs into EngineeringSpecifications

Tools to reduce design uncertainty

Applied to Product, Service,Process, IT, or Software Designs

© G. A. Motter, 2006 & 2008

© G. A. Motter, 2006, 2008 & 2009

What is a House of Quality?

Target

How Important

Primary Want Secondary Want

5

4

3

2

1

1 2 3 4 5

Competition Comparison

Impt

Key:

Relationship Matrix

Strong Moderate WeakWeight 9 3 1

Technical Evaluation

Direction ofImprovement

Graphical representationof the logic flow . . .

Customer Needs

Engineering DesignSpecifications

© G. A. Motter, 2006, 2008 & 2009

1Customer

Needs

Customer Needs (Room 1)

Objective:

Orderly summation ofCustomer’s Needs . . .

from Voice of Customer . . .

Collected early in theIdentify Phase of DFSS

© G. A. Motter, 2006, 2008 & 2009

Primary Secondary

Willing to answer questions

Treat me nicely

Knows loan procedure

Knows market

Understands my situation

Money when I need it

Application quickly filled out

Don’t make mistakes

Give me the right rate

Friendly staff

Knowledgeable staff

Speed

Accurate

Example: Bank Loan Customer Needs

Source: Design and Management of Service Processes, R. Ramaswamy

Tip: List of needs should be less than 20

© G. A. Motter, 2006, 2008 & 2009

Customer Rating (Room 2)

Objectives:

1. Document Customer NeedsImportance with a 1-5 rating

2. Document Perception (opinion) ofour offering and competitors’offering

2

Customer

Rating

Imp

ort

ance

Information comes fromQuantitative Voice ofCustomer

© G. A. Motter, 2006, 2008 & 2009

Customer Rating (Room 2)

Document Importance of each Customer Need

• Rating scale (1 – 5, with 5 as highest rating)

• Frequency of response in Qualitative VOC doesnot automatically indicate importance

Plot Customer’s Perception(opinion) of our performance andthat of our competition

© G. A. Motter, 2006, 2008 & 2009

Example: Customer Rating

Willing To Answer

Questions

Treat Me Nicely

Knows Loan Process

Knows Market

Understands

My Situation

Money When

I Need It

Application Quickly

Filled Out

Don’t Make

Mistakes

Give Me The

Right Rate

Friendly Staff

Knowledgeable

Staff

Speed

Accurate

Primary Want Secondary Want1 2 3 4 5


Import

Key:

My Bank The Bank Bank One

5

3

5

4

3

4

2

4

3


© G. A. Motter, 2006, 2008 & 2009

Design Measures (Room 3)

Objectives:

Translate from “Customer Speak” to“Engineering Design Speak”

Measures (how)3

• Objective Measures that can beconducted during product development

• Ensure Customer Satisfaction

© G. A. Motter, 2006 & 2008

© G. A. Motter, 2006, 2008 & 2009

Give Me TheRight Rate

Accurate4

3

Example: Measures (Room 3)

Willing To AnswerQuestions

Treat Me Nicely

Knows Loan Process

Knows Market

UnderstandsMy Situation

Money WhenI Need It

Application quicklyfilled out

Don’t MakeMistakes

Friendly Staff

KnowledgeableStaff

Speed



Import

Key:


Relationship Matrix

Strong Moderate Weak

Weight 9 3 1

5

3

5

4

3

4

2

Target Goals

Tim

eT

oA

nsw

er

Ph

one

#O

fC

alls

Answ

ere

d/H

r

#O

fC

usto

me

rC

om

pla

ints

Tim

eA

llocate

dT

oC

usto

me

r

#E

rro

rsIn

En

try

Pro

cess

#C

allb

acks

To

Cu

sto

me

r

#O

fR

etu

rnV

isits

%C

allb

acks

Tim

eT

oC

om

ple

teL

oa

nP

roce

ss

Tim

eT

oC

om

ple

teA

pp

lica

tion

Fo

rm

#O

fE

rro

rs/C

usto

me

r

Va

ria

nce

Fro

mA

ctu

alR

ate

#O

fE

rro

rsIn

App

lica

tion

Source: Design and Management of Service Processes, R. Ramaswamyn

© G. A. Motter, 2006, 2008 & 2009

Target goals

7Correlation

Measures Correlation (Room 7)Objectives:

Establish direction of improvementfor each Design Measure

• Maximize

• Minimize

• Target a Specification

Determine which Measures are

related, and extent of Relationship

Identify Design Conflicts thatlead to compromise or Trade-off

© G. A. Motter, 2006, 2008 & 2009

Example: Measures Correlation

+

+

+

+

++

-_

+

+

+

+

Tim

eT

oA

nsw

er

Ph

on

e

#O

fC

alls

An

sw

ere

d/H

r

#O

fC

usto

me

r

Com

pla

ints

Tim

eA

llocate

d

To

Cu

sto

me

r

#E

rro

rsIn

En

try

Pro

cess

#C

allb

acks

To

Cu

sto

me

r

#O

fR

etu

rnV

isits

%C

allb

acks

Tim

eT

oC

om

ple

te

Lo

an

Pro

cess

Tim

eT

oC

om

ple

te

Ap

plic

atio

nF

orm

#O

f

Err

ors

/Custo

me

r

Va

ria

nce

Fro

m

Actu

alR

ate

#O

fE

rro

rsIn

Ap

plic

atio

n

Direction ofImprovement


Facilitation Question:

As I Maximize, Minimize, or

Target__________, do I help

or hurt my ability to

Maximize, Minimize, or

Target_________?

(Measure)

(Measure)

© G. A. Motter, 2006, 2008 & 2009

Relationships (Room 4)

4(Whatvs. How)

Objective:

Establish relationships between

Design Measures and Customer Needs

Relationships

Process:

• Use 9 (strong), 3 (moderate) and 1 (weak) . . . rateRelationship between each Measure and Customer Need

• Use Relationship Matrix symbols:

• Calculate score for each cell by multiplying ImportanceRating (Room 2) by Relationship Rating

• Add up individual scores for each Measure to determinethe “How Important” value

© G. A. Motter, 2006, 2008 & 2009

Example: Relationships (Room 4)


Treat Me Nicely

Knows LoanProcess

Knows Market


Money WhenI Need It




Friendly Staff

KnowledgeableStaff

Speed

Accurate



Import

Key:


Relationship Matrix


Weight 9 3 1

5

3

5

4

3

4

2

4

3

Tim

eT

oA

nsw

er

Ph

one

#O

fC

alls

Answ

ere

d/H

r

#O

fC

usto

me

rC

om

pla

ints

Tim

eA

llocate

dT

oC

usto

me

r

#E

rro

rsIn

En

try

Pro

cess

#C

allb

acks

To

Cu

sto

me

r

#O

fR

etu

rnV

isits

%C

allb

acks

Tim

eT

oC

om

ple

teL

oa

nP

roce

ss

Tim

eT

oC

om

ple

teA

pp

lica

tion

Fo

rm

#O

fE

rro

rs/C

usto

me

r

Va

ria

nce

Fro

m

Actu

alR

ate

#O

fE

rro

rsIn

App

lica

tion

28 5 133 14 35 27 30 48 46 33 54 27How Important 74


Facilitation Question: As I Maximize, Minimize, or Target _________,what direct positive impact does it have on satisfying ______________?

(Measure)

(Customer Need)

Time To Answer Phone Importance

(3)(5) + (3)(3) + (1)(4) = 28

© G. A. Motter, 2006, 2008 & 2009

Technical Evaluation (Room 5)

5 Technical evaluation

Objective:

Factual picture of how we technicallycompare to competition:

• Best in class Technology• Innovative technology

© G. A. Motter, 2006 & 2008

© G. A. Motter, 2006, 2008 & 2009

Example: Technical Evaluation (Room 5)


Treat Me Nicely

Knows LoanProcess

Knows Market


Money WhenI Need It

Application QuicklyFilled Out



Tim

eT

oA

nsw

er

Phon

e

#O

fC

alls

Answ

ere

d/H

r

#O

fC

usto

me

rC

om

pla

ints

Tim

eA

llocate

dT

oC

usto

mer

#E

rrors

InE

ntr

yP

rocess

#C

allb

acks

To

Custo

mer

#O

fR

etu

rnV

isits

%C

allb

acks

Tim

eto

Com

ple

teLoa

nP

rocess

Tim

eT

oC

om

ple

teA

pplic

ation

Form

#O

fE

rrors

/Cust

om

er

Variance

Fro

mA

ctu

al

Rate

#O

fE

rrors

InA

pplic

ation

Friendly Staff

KnowledgeableStaff

Speed

Accurate

Target


How Important


5

4

3

2

1

28 5 133 14 35 27 30 48 46 33 54 27 74

1 2 3 4 5Competition Comparison

Import

Key:

My Bank The BankBank One

Relationship Matrix

Strong Moderate WeakWeight 9 3 1

5

3

5

4

3

4

2

4

3

Source: Design and Management of Service Processes, R. Ramaswamyb

© G. A. Motter, 2006, 2008 & 2009

CompletedHouse of QualityExample


Treat Me Nicely

Knows LoanProcess

Knows Market

Understands

My Situation

Money When

I Need It


Don’t Make

Mistakes


Tim

eT

oA

nsw

er

Ph

on

e

#O

fC

alls

An

sw

ere

d/H

r

#O

fC

usto

me

rC

om

pla

ints

Tim

eA

lloca

ted

To

Cu

sto

me

r

#E

rro

rsIn

En

try

Pro

ce

ss

#C

allb

acks

To

Cu

sto

me

r

#O

fR

etu

rnV

isits

%C

allb

acks

Tim

eto

Co

mp

lete

Lo

an

Pro

ce

ss

Tim

eT

oC

om

ple

teA

pp

lica

tio

nF

orm

#O

fE

rro

rs/C

usto

me

r

Va

ria

nce

Fro

mA

ctu

al

Ra

te

#O

fE

rro

rsIn

Ap

plic

atio

n

Friendly Staff

Knowledgeable

Staff

Speed

Accurate

++

++

+

+

++XX

Target Goals


How Important


1

28 5 133 14 35 27 30 48 46 33 54 27 74

1 2 3 4 5


Import

Key:


Relationship Matrix


Weight 9 3 1

5

4

3

2.

.

+++

+

+

+

5

3

5

4

3

4

2

4

3

Source: Design and Management of Service Processes, R. Ramaswamyn

© G. A. Motter, 2006, 2008 & 2009

Example – Aircraft APU

© G. A. Motter, 2006, 2008 & 2009

Example – Manufactured Module

© G. A. Motter, 2006, 2008 & 2009

Establish Design Specifications

Establish Targets, Upper Specification Limit (USL),and Lower Specification Limit (LSL) for eachMeasure in the HOQ

Set Target Values to:• Ensure Customer Satisfaction• Gain Competitive advantage

Be sure to document Design Specs in bottomrow of HOQ

© G. A. Motter, 2006, 2008 & 2009

Developing Further Houses

Source: The Roadmap to Repeatable Success, B. Bicknell

Design Measures(Hows)

Cu

sto

me

rN

ee

ds

(Wh

ats

)

Houseof

Quality

#1

(Hows)

CC

Rs

(Wh

ats

)

Houseof

Quality#2

Processes(Hows)

Cri

tic

al

Fu

nc

tio

ns

Houseof

Quality

#3

Production Controls(Hows)

Pro

ce

sse

s(W

ha

ts)

Houseof

Quality

#4(W

ha

ts)

Functions

CCRsCriticalFunctions

CriticalProcesses

© G. A. Motter, 2006, 2008 & 2009

Solution Selection Matrix

Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

© G. A. Motter, 2006, 2008 & 2009


Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

List 8 - 10 possible solutions to your design challenge

• Features of finished design that cut across many fulldesigns

or . . .

• Specific full designs

© G. A. Motter, 2006, 2008 & 2009


Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

List 6 – 12 Engineering Criteria

• Criteria utilized to select solution

• Examples:• User friendly• Maturity of technology• Power requirements• Space• Weight• Speed of response• Hardware Platform – microprocessor, PC• Software – C, Assembly Language

© G. A. Motter, 2006, 2008 & 2009


Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

Importance Rating of each Criteria

• 1 – 5 scale

© G. A. Motter, 2006, 2008 & 2009


Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

Specific Cell Rating . . .

Rate each cell on how well the Possible Solution meets theDesign Criteria

Strong = 9 points, Moderate = 3 points, Weak = 1 point

Use symbols for ease of understanding

© G. A. Motter, 2006, 2008 & 2009


Totals

Criteria 4

Criteria 3

Criteria 2

Criteria 1

EngineeringCriteria

S 4S 3S 2S 1

Possible Solutions

Imp

orta

nc

e

S2 Total Calculation =

(S2)(ImpC1) + (S2)(ImpC2) + . . .(S2)(ImpCN)

© G. A. Motter, 2006, 2008 & 2009

Defined the purpose of each “Room” in theHouse of Quality (HOQ)

Illustrated, via an example

Provided algorithm to determine CriticalCustomer Requirements (CCRs)

Illustrated establishment of System LevelEngineering Design Specifications

Defined Solution Selection Matrix

Provided Examples

House of Quality& Selection Matrix

Discussion Summary

quality function deployment and selection matrices · what are quality function deployment tools to...

Documents