Quality Function Deployment

QFD
It is philosophy and a set of planning and communication tools that focus on customer requirements in coordinating the design, manufacturing, & marketing of goods or services Developed by the Japanese in 1970

Benefits of QFD
Better communication & team work among all concerned with design of a product Determines the causes of customer dissatisfaction Comparative analysis of product quality by top managers Simulates the effects of a new design idea / concept Develops the product to satisfaction of the customers; listens to the voice of the customer

QFD- the House of Quality

QFD focuses on turning the customer requirements into technical requirements that characterize a design and provide the blue print for manufacturing or delivering a service.

Building a house of Quality-Steps

1. Identify the voice of the customer & technical features of the design 2. The technical features must be expressed in the language of the designer & engineer to form the basis for subsequent design & manufacture 3. The roof of the House of Quality shows the inter relationship between any pair of technical features to examine them collectively

Building a house of Quality-Steps

4. Develop relationship matrix between the customer requirements & technical features; if a technical feature does not affect any customer attribute; it may be redundant 5. Market evaluation & key selling point as compared to existing competing products

The House of Quality

.
Interrelationship

Technical requirements

Voice of the customer

Relationship Matrix

Customer Requirement priorities

Competitive evaluation

Technical requirement priorities

The House of Quality for a Pizza

VERY STRONG RELATIONSHIP 5 3 4 4 Customer importance amount of topping STRONG RELATIONSHIP WEAK RELATIONSHIP Competitive evaluation US 5 3 4 4 A 3 3 3 4 B 4 3 5 4

amount-Cheese

Taste Nutrition Visual appeal Good value Our priority Competitor-A Competitor-B Deployment

5 2 3

4 4 4 5 5 3 2 4 4 4 3 3

Type of topping

price size

The 4 houses of Quality Hierarchy

1. Customer requirements technical requirements 2. Technical requirements components characteristics 3. Component characteristics process operations 4. Process operations Quality control plan

Quality relationship matrix-screwdriver

interchangeable bits Ratchet capability Plastic handle

Easy to use Does not rust Durable Comfortable Versatile Inexpensive

priority

Rubber grip

Steel shaft

Price

Quality relationship matrix exercise-screwdriver

interchangeable bits Plastic handle Strong relationship Ratchet capability Very strong relationship

Weak relationship Price

Easy to use Does not rust Durable Comfortable Versatile Inexpensive

priority

Rubber grip

Steel shaft

Taguchi method

Taguchi concept of Quality

It combines engineering & statistical method to reduce cost & improve quality. It optimizes product design & manufacturing programme Companies like ITT Corp. & AT&T have gained substantially by using Taguchi methods to improve the quality.

Taguchi concept of Quality Quality Loss function

More the deviation of the quality parameter from the target value, poorer is the quality function & higher the social cost.
Social cost

Target value of product attribute

Taguchi method
Red process has more quality loss function though both are confirming processes
Lower control limit Upper control limit Target value

Quality loss function -example

Thin coating of plastic on a metal base; the quality parameter is the smoothness index of coating. The process has the following choices
Plastic coating P1--- Having low viscosity Plastic coating P2--- having high viscosity Metal surface M1 Metal surface M2

Possible combinations areP1M1, P1M2, P2M1, P2M2

Quality loss function -example

The Taguchi method would prefer that combination that would give the least variation in surface finish. The experimental comparison of two of the combinations are shown below

Quality loss function -example

Comparison of plastic coating P1 (low viscosity) & P2 (high viscosity) & its impact on smoothness index

Smoothness index

P1 viscosity

P2

Quality loss function -example

Comparison of plastic coating P1 (low viscosity) & P2 (high viscosity) & its impact on smoothness index

Smoothness index

Metal quality variation in M1&M2

M1 viscosity

M2

Quality loss function -example

.P2M1 is a better process as compared to P1M2
P2MI

P1M2

SURFACE FINISH

Views on confirming process

Traditional view there is no loss as long as parameters are within the specified limits Taguchi view- there is loss when the parameter deviates from the target value
loss loss US plant No loss loss Jap plant

No loss
loss

0.48

0.50

0,52

0.48

0.50

0,52

Target parameter

Quality loss function

L (x) = k (x-T) where
L (x) = monetary value of loss due to variation from the target value X =actual value of parameter T= target value of the parameter K = constant to convert quality loss into $ value

Taguchi concept of Quality Loss function

.

K(x-T)

X T=Target value of product attribute

Quality loss function

Tolerance specification 0.500+ .O2, therefore failure happens when actual dimensions are at the extreme of the tolerance range i.e. 0.48 or 0.52 If x-T= 0.02, Then assume that cost of repair=$50 L(x) =$50 = k (.52 -.50) , therefore k=50/.0004=125,000 If deviation from target is0.01, the quality loss=125,000 x (0.01) =$12.5