QFD Sr. Design 2007

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Designing Products

and Processes with a Future

7/30/2019 QFD Sr. Design 2007


What does it take?

Involve the customer

Meet with the customer

Listen to customer Educate the customer

Incorporate quality

function deployment(QFD)

Design for robustness

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What is a customer?

The person who buys the product?

The federal regulator?

The consumer reporter?

The marketing and sales department?

Engineering?

Manufacturing?

Suppliers?

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How do you hear the customer?

Needs

Wants Satisfaction

Perception

Features

Quality

Value

Importance

Competitors

Detractors

ABOUT

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Product DesignWhat the Customer

wanted

What Marketing described

What Engineering designed

What Manufacturing buit

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– Idea generation– Assessment of firm’s ability to

carry out– Customer Requirements

– Functional Specification– Product Specifications– Concept Generation– Concept Selection – Engineering Design– Engineering Evaluation– Prototype and Testing

Manufacturing Design

What is Design? A Decision Making Process

Flexibility

Cost

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Few Successes

0

500

1000

1500

2000

Development Stage

Number

Product

specification100

1000

Market

requirement

Ideas

1750

Onesuccess!

Functional

specifications500

Design review,

Testing, Introduction

25

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QUALITY FUNCTION DEPLOYMENT

QFD: An approach that integrates the “voice of the

customer” into the product and service

development process.

Quality Function Deployment

– Uses the voice of the customer to build adesign tool:

» House of quality

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Identify customer wants Identify how the good/service will

satisfy customer wants

Relate customer wants to product hows

Identify relationships between thefirm’s hows

Develop importance ratings

Evaluate competing products

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House Of Quality

Technical assessment and

target values

Customer

requirements

Relationship

matrix

Product

characteristics

Importance

Competitive

assessment

Tradeoff Matrix

7/30/2019 QFD Sr. Design 2007


Customer

Requirements

Easy to close

Stays open on a hill

Easy to open

Doesn’t leak in rain

No road noise

Evaluation

Engineering

Characteristics

F o r c e n e e d e d

t o c l o s e d o o r

F o r c e o n l e v e l

g r o u n d

F o r c e n e e d e d

t o o p e n d o o r

W a t e r

r e s i s t a n c e

63 63 45 27 6 27

7

5

3

3

2

X

X

X

X

X

Correlation:Strong positive

Positive NegativeStrong negative

X*

Competitive evaluation

X = UsA = Comp. AB = Comp. B(5 is best)

1 2 3 4 5

X AB

X AB

XAB

A X B

X A B

Relationships:

Strong = 9

Medium = 3

Small = 1Target values

R e d u c e e n e r g y

l e v e l t o 7 . 5 f t / l b

R e d u c e f o r c

e

t o 9 l b .

R e d u c e e n e r g y

t o 7 . 5

f t / l b .

M a i n t a i n

c u r r e n t l e v e l

Technical evaluation

(5 is best)

5

4321

B

A

X

BA

X B

A

X

B

X

A

BXABA

X

D o o r s e a l

r e s i s t a n c e

A c c o u s t . T r a n s .

W i n d o w

M a i n t a i n

c u r r e n t l e v e

l

M a i n t a i n

c u r r e n t l e v e

l

House of Quality Example

An Automotive Door

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Idea Generation Stage

Provides basis for entry into market

Sources of ideas

– Market need (60-80%); engineering & operations(20%); technology; competitors; inventions;employees

Follows from marketing strategy– Identifies, defines, & selects best market

opportunities

7/30/2019 QFD Sr. Design 2007


Customer Requirements Stage Identifies & positions key product

benefits– Stated in core benefits proposition

(CBP)

– Example: Long lasting with morepower(Sears’ Die Hard Battery)

Identifies detailed list of

product attributes desiredby customer– Focus groups or

1-on-1 interviews

House of Quality

Customer

Requirements

Product

Characteristics

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House of Quality

Customer

Requirements

ProductCharacteristics

Functional Specification Stage

Defines product in terms ofhow the product would meetdesired attributes

Identifies product’sengineering characteristics

– Example: printer noise (dB)

Prioritizes engineering

characteristics May rate product compared

to competitors’

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Determines how product will be made

Gives product’s physical specifications

– Example: Dimensions, material etc. Defined by engineering

drawing

Done often on computer– Computer-Aided

Design (CAD)

House of Quality

Product

Characteristics

ComponentSpecifications

Product Specification Stage

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Product design process usingcross-functional teams– Marketing, engineering, manufacturing

Translates customer preferences intospecific product characteristics

Involves creating 4 tabular ‘Matrices’ or

‘Houses’ – Breakdown product design into increasing

levels of detail

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To Build House of Quality Identify customer wants

Identify how the good/service willsatisfy customer wants.

Relate the customer’s wants to the

product’s hows.Develop importance ratings

Evaluate competing ideas and concepts

Ultimately you choose the designNot the customer!

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You’ve been assignedtemporarily to a QFDteam. The goal of the

team is to develop anew camera design.Build a House ofQuality.

© 1984-1994 T/Maker Co.


7/30/2019 QFD Sr. Design 2007



What the customer desires

(‘wall’)

Customer Requirements

Customer Importance

Target Values

Light weight

Easy to useReliable

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Customer Importance

Target Values

Light weight

Easy to use

Reliable

3

1

2

Average customer

importance rating

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Customer Importance

Target Values

Light weight

Easy to use

Reliable

321

Choose engineering characteristics to satisfy the

customer requirements

Aluminum

Parts

Steel

Parts

AutoFocus

Auto

Exposure

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Customer Importance

Target Values

Light weight

Easy to use

Reliable

321

Relationship betweencustomer attributes &

engineering characteristics

(‘rooms’)

Aluminum

Parts

Steel

Parts

AutoFocus

Auto

Exposure

5 28 7

84 5 319 14 21 17

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QFD Cascades

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ROBUST DESIGN

Design that results in products or

services that can function over a

broad range of conditions

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What does Robust Design mean?

Plan for variability

Assess your capabilities

Design for Manufacturing

Reduce Costs

Practice!

Improve RAM-D

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Variability: The Taguchi Approach to ROBUST DESIGN

Design a robust product− Insensitive to environmental factors either

in manufacturing or in use.

Central feature is Parameter Design

Determines− factors that are controllable and those not

controllable − their optimal levels relative to major

product advances

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ASSESS CAPABILITIES

Identify Core Strengths

Match Products ToProcessing Capabilities

– Design for Manufacturing(DFM)

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DESIGN FOR MANUFACTURING

The designers’ consideration of theorganization’s manufacturing capabilities

when designing a product.

Materials

Processes

Assembly

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REDUCE COSTS

Focus on simplification & standardization

− Design for Assembly (DFA)

−Increase emphasis on component commonality

Study how products are designed & built

Eliminate duplicate design & processes

Strategically control capital spending

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INVOLVE OPERATIONS

Practice concurrent engineering

Establish technical

exchange programs

Use collaborative styles

Look for continualimprovement

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IMPROVE DURABILITY, RELIABILITY, & SAFETY

1) Improve component design

2) Use redundancy

3) Improve production and/or

assembly techniques

4) Improve testing

5) Use robust design

6) Use modular design7) Improve preventive maintenance

8) Educate customers

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Good Luckwith your designs!

Documents

QFD Sr. Design 2007