QFD (Quality Function Deployment)
Quality Function Deployment (QFD) is a method of product development where the product or process is directed from the Voice of the Customer (VOC) through development of requirements, specifications design feature development, process selection and process control.
The QFD process utilizes a series of matrices which are linked as the product/service development process progresses. This cascade of customer wants into requirements and eventually process controls is accomplished by evaluating each level by walking through rooms which have specific functions. These rooms are carefully entered and exited by a team of Subject Matter Experts (SME) with relationships, rankings and expected measures and metrics. The rooms are situated in such a way that the method has been given the name the House of Quality.
House of Quality
QFD House of Quality
The first matrix of the QFD process typically takes the very non technical Voice of the Customer (VOC), scientifically ranks the importance of these wants, needs and desires and links technical "How To's" to the wants, needs, and desires. Each "How To" is translated or cascaded into Measures and Metrics for measuring success.
Each room’s function is similar to the rooms of the typical home. The kitchen, the living room, the bedroom, each have unique functions just like the "House of Quality" QFD level 1. QFD level 1 also provides the opportunity to do benchmarking of current products against the measures and metrics. QFD level 1 also considers how each "technical how" might effect each other. This correlation section is often called the roof section because it is on top of the matrix and is angled like a roof.
When completed, requirements are written, benchmarking features are established to study further, and competing specifications are ranked to balance the delivery of a design based on the impact on the customer.
QFD development process:
To develop a QFD it is necessary to have technical knowledge and an understanding of the techniques that assist in the development of each room, Some of the steps used in developing a QFD are listed below:
- Capture the Voice of the Customer with market research
- Find spoken wants and discover unspoken wants through KANO analysis and GEMBA
- Importance ranking using Analytical Hierarchy Process (AHP)
- How to deliver facilitation
- How Much to Deliver
- Relationship matrix to link wants and desires
- Benchmarking
- Organizational difficulty
- Correlation matrix of specifications
- Written requirements
These are only a few of the rooms that are developed in QFD level 1. Continuing through product development requires passing on the outputs into product details, process details and eventually the process controls needed to assure quality.
QFD in Product Development
When integrated into product development, QFD keeps the things that are important in front of the team all the way through the Product Development (PD) experience. This integration includes relationships to Failure Mode and Effects Analysis (FMEA), and Special Characteristics. Quality Associates International has facilitated and taught QFD for many companies on various products. Products and services such as Golf Cars, Automobiles, Heavy Machinery , Motorcycles and Banking services have gained competitive advantage by using QFD with QAI’s facilitation and leadership. Discover the Value of QFD and how the QAI team can assist your organization in proper deployment of QFD.
QFD Phase Progression
Click on one of the images below to view a larger version
 QFD Phase Progression (Phases I and II) |
 QFD Phase Progression (Phases III and IV) |
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