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ME 2110 - Creative Decisions & Design
Quality Function Deployment
Lecture 4 v.1
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Phases of Design (Product Lifecycle)
1) Customer Requirements-Understand the Problem
2) Specification Development-Engineering Requirements
3) Conceptual Design4) Detail Design5) Specification of Production6) Manufacture7) Recycle
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Quality Function Deployment (QFD)(Planning Tool)
Where can I sell it?
How can I sell it?
Why will people buy it?
Why is it important?
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QFD HistoryThe article that started it allHarvard Business ReviewDeveloped from a study in the Kobe shipyards
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Needs of Shipyard Customers?
Reliable ScheduleStorage Space for CargoEasy Access for TrucksSkilled, Reliable LaborFast Crane...
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Quality Function Deployment (QFD)
QFD is a planning tool– translates customer needs
into appropriate product development requirements
– identifies the significant items on which to focus time, product improvement efforts, and other resources
QFD is not– a quality control strategy
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QFDQFD enables
– identification of important issues and items– identification of trade-offs
Can be an aid to achieving goals of– Quality– Cost– Timeliness
QFD is customer-driven product development
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Change ComparisonChanges = $ (Time)
Earlier Changes = Less $ Spent (Effective Time Usage)
“Good”Company
“Bad”Company
Des
ign
Cha
nges
in P
rogr
ess
Start Design -6 Months Start Production
Start Design -15 min Start Cleaning Up
MessYOU
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Basic Business Transaction
Customer–Wants–Needs–Desires
Supplier (products or services)–Features–Advantages–Benefits
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Marketing
Mismatch −> Supplier must rely on marketing– adjust price– increase sales commissions– carry inventory– advertise– public relations
Supplier SupplierCustomer Customer
QFD
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House of Quality
(A Main Tool of QFD)
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House of QualityDesign
Requirements
CustomerRequirements
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House of Quality
Example: car doorCustomer requirements - WhatsDesign requirements -Hows
CustomerRequirements
DesignRequirements
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House of Quality
Relationship matrix– relates Whats to Hows– Blank row
no How for Whatengineer doesn’t care
– Blank columnno What for Howcustomer doesn’t care
Importance of What– to customer– Example: Appearance
Not important for fuel pumpImportant for car body
DesignRequirements
CustomerRequirements
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MatricesRelationships
– Whats to Hows– Strong - 9– Medium - 3– Weak - 1– Blank - No – 0
Correlation matrix– Hows to Hows– Positive and negative
Not always intuitive
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Competitive Analyses
Example: – Truck A was perceived
as slower than Truck B.
– Technically, this was not true; why was it so perceived?
– Truck Awas quieterwas sturdier / stifferlagged before it took off
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Example House of Quality: A Cup of Coffee
What– Hot– Taste– Smell– Stimulating– Color– Grounds– Not poisonous – Cost
How– Serving temperature (Hot)– Taste jury (Taste)– Smell jury (Smell)– Measure caffeine level
(Stimulating)– Color standard (Color)– Filter & weigh (Grounds)– Measure LD 50 (Limit poison)– Price ($)
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Cup of Coffee -House of Quality
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Cup of Coffee -House of Quality
8* 9+ 6*3+ 9*9 +10 =181
The 181 from column 1 comes from:
181 132 54 99 18 108 90 682+ + + + + + =
The sum of the Absolute Importance row is:
181682
= 0.27
The 0.27 in column 1 of the Relative Importance row comes from:
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Expectations are Important
Standards are:– Set– Change (Starbucks)
Examples:– Sun visor mirrors– Cargo net– Double cups for hot coffee; cardboard bands
Benchmarking is important– Compare to your competition– What if you have no competition?
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General House of Quality
What (Market / Need)How (Manufacture)RelationshipsConflicts– Customer– Producer
Competition
DesignRequirements
CustomerRequirements
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Analyzing and Diagnosing the Problem
Blank rowsBlank columnsConflicts in the customer vs. technical (engineering) surveyCommunication opportunitiesSales PointsResolve Negative CorrelationsFinal Targets CorrectWhat design requirements to be deployed to Phase II (Parts Deployment)?
Look for:
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4 Phases of QFD (Car Door Example)
Product planning– Close door easily– Close fit
Part deployment– Weather strip– Latch
Process planning (Weather strip)
– Extrude
Production planning– Temperature– Pressure– Speed
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Review: QFD Steps
What (1)How (2)How Much (3)Relationship Matrix (4)Correlation Matrix (5)Competitive AnalysisAnalyzeDeploy
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RememberQFD–is a planning tool–is one of many planning
toolsCharts–are the means–are not the ends
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