What is Quality Function Deployment (QFD)?

 Introduction 

The average consumer today has a multitude of options available to select from for similar products and services. Most consumers make their selection based upon a general perception of quality or value. Consumers typically want “the most bang for their buck”. In order to remain competitive, organizations must determine what is driving the consumer’s perception of value or quality in a product or service. They must define which characteristics of the products such as reliability, styling or performance form the customer’s perception of quality and value. Many successful organizations gather and integrate the Voice of the Customer (VOC) into the design and manufacture of their products. They actively design quality and customer perceived value into their products and services. These companies are utilizing a structured process to define their customer’s wants and needs and transforming them into specific product designs and process plans to produce products that satisfy the customer’s needs. The process or tool they are using is called Quality Function Deployment (QFD).

What is Quality Function Deployment (QFD)

Quality Function Deployment (QFD) is a process and set of tools used to effectively define customer requirements and convert them into detailed engineering specifications and plans to produce the products that fulfill those requirements. QFD is used to translate customer requirements (or VOC) into measureable design targets and drive them from the assembly level down through the sub-assembly, component and production process levels. QFD methodology provides a defined set of matrices utilized to facilitate this progression.

QFD was first developed in Japan by Yoji Akao in the late 1960s while working for Mitsubishi’s shipyard. It was later adopted by other companies including Toyota and its supply chain. In the early 1980s, QFD was introduced in the United States mainly by the big three automotive companies and a few electronics manufacturers. Acceptance and growth of the use of QFD in the US was initially rather slow but has since gained popularity and is currently being used in manufacturing, healthcare and service organizations.

Why Implement Quality Function Deployment (QFD)

Effective communication is one of the most important and impactful aspects of any organization’s success. QFD methodology effectively communicates customer needs to multiple business operations throughout the organization including design, quality, manufacturing, production, marketing and sales. This effective communication of the Voice of the Customer allows the entire organization to work together and produce products with high levels of customer perceived value. There are several additional benefits to using Quality Function Deployment:

Customer Focused: QFD methodology places the emphasis on the wants and needs of the customer, not on what the company may believe the customer wants. The Voice of the Customer is translated into technical design specifications. During the QFD process, design specifications are driven down from machine level to system, sub-system and component level requirements. Finally, the design specifications are controlled throughout the production and assembly processes to assure the customer needs are met.

VOC Competitor Analysis: The QFD “House of Quality” tool allows for direct comparison of how your design or product stacks up to the competition in meeting the VOC. This quick analysis can be beneficial in making design decisions that could place you ahead of the pack.

Shorter Development Time and Lower Cost: QFD reduces the likelihood of late design changes by focusing on product features and improvements based on customer requirements. Effective QFD methodology prevents valuable project time and resources from being wasted on development of non-value added features or functions.

Structure and Documentation: QFD provides a structured method and tools for recording decisions made and lessons learned during the product development process. This knowledge base can serve as a historical record that can be utilized to aid future projects.

Companies must bring new and improved products to market that meet the customer’s actual wants and needs while reducing development time. QFD methodology is for organizations committed to listening to the Voice of the Customer and meeting their needs.

How to Implement Quality Function Deployment (QFD)

The Quality Function Deployment methodology is a 4-phase process that encompasses activities throughout the product development cycle.  A series of matrices are utilized at each phase to translate the Voice of the Customer to design requirements for each system, sub-system and component. The four phases of QFD are:

Product Definition: The Product Definition Phase begins with collection of VOC and translating the customer wants and needs into product specifications. It may also involve a competitive analysis to evaluate how effectively the competitor’s product fulfills the customer wants and needs. The initial design concept is based on the particular product performance requirements and specifications.

Product Development: During the Product Development Phase, the critical parts and assemblies are identified. The critical product characteristics are cascaded down and translated to critical or key part and assembly characteristics or specifications. The functional requirements or specifications are then defined for each functional level.

Process Development: During the Process Development Phase, the manufacturing and assembly processes are designed based on product and component specifications. The process flow is developed and the critical process characteristics are identified.

Process Quality Control: Prior to production launch, the QFD process identifies critical part and process characteristics. Process parameters are determined and appropriate process controls are developed and implemented. In addition, any inspection and test specifications are developed. Full production begins upon completion of process capability studies during the pilot build.

Effective use of QFD requires team participation and discipline inherent in the practice of QFD, which has proven to be an excellent team-building experience.