© 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
Competition Comparison
Import
Key:
My Bank The Bank Bank One
5
3
5
4
3
4
2
4
3
Source: Design and Management of Service Processes, R. Ramaswamy
© 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
Primary Want Secondary Want1 2 3 4 5
Competition Comparison
Import
Key:
My Bank The Bank Bank One
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
Source: Design and Management of Service Processes, R. Ramaswamy
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)
Willing To AnswerQuestions
Treat Me Nicely
Knows LoanProcess
Knows Market
UnderstandsMy Situation
Money WhenI Need It
Application quicklyfilled out
Don’t MakeMistakes
Give Me TheRight Rate
Friendly Staff
KnowledgeableStaff
Speed
Accurate
Primary Want Secondary Want1 2 3 4 5
Competition Comparison
Import
Key:
My Bank The Bank Bank One
Relationship Matrix
Strong Moderate Weak
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
Source: Design and Management of Service Processes, R. Ramaswamy
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)
Willing To AnswerQuestions
Treat Me Nicely
Knows LoanProcess
Knows Market
UnderstandsMy Situation
Money WhenI Need It
Application QuicklyFilled Out
Don’t MakeMistakes
Give Me TheRight Rate
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
Technical Evaluation
How Important
Primary Want Secondary Want
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
Willing To AnswerQuestions
Treat Me Nicely
Knows LoanProcess
Knows Market
Understands
My Situation
Money When
I Need It
Application quicklyfilled out
Don’t Make
Mistakes
Give Me TheRight Rate
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
Technical Evaluation
How Important
Primary Want Secondary Want
1
28 5 133 14 35 27 30 48 46 33 54 27 74
1 2 3 4 5
Competition Comparison
Import
Key:
My Bank The Bank Bank One
Relationship Matrix
Strong Moderate Weak
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
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
Solution Selection Matrix
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
Solution Selection Matrix
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
Solution Selection Matrix
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
Solution Selection Matrix
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
Solution Selection Matrix
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