Quality Function Deployment In A Nutshell

Quality Function Deployment (QFD) is a total quality management tool that systematically develops the needs and expectations of customers. Quality Function Deployment was developed by the Mitsubishi Corporation for defining shipbuilding requirements in the late 1960s.

Aspect	Explanation
Definition	Quality Function Deployment (QFD) is a systematic and structured approach to product or service development that focuses on translating customer needs and requirements into specific product or service characteristics. It originated in Japan in the 1960s and is widely used in various industries to ensure that customer expectations are met or exceeded. QFD aims to enhance the quality and customer satisfaction of a product or service by aligning all aspects of its design, production, and delivery with the voice of the customer. It involves cross-functional teams and a set of tools and matrices to prioritize customer requirements, translate them into engineering characteristics, and track their implementation throughout the development process. QFD is a valuable tool for product and service designers and quality assurance professionals to ensure that their offerings meet customer expectations.
Key Concepts	– Customer Voice: QFD starts by capturing and understanding the voice of the customer (VOC), which includes their needs, expectations, and desires. – House of Quality: The House of Quality is a central QFD matrix that links customer requirements (Whats) with engineering characteristics (Hows). – Cross-Functional Teams: QFD relies on cross-functional teams that collaborate to integrate customer requirements into design and production processes. – Matrix-Based Approach: It uses matrices and tables to organize and prioritize information. – Continuous Improvement: QFD supports the concept of continuous improvement, where products or services are refined over time to better meet customer needs.
Characteristics	– Structured Process: QFD follows a structured step-by-step process, ensuring consistency and thoroughness. – Customer-Centric: It places the customer at the center of product or service development. – Data-Driven: QFD relies on data and information gathered from customer feedback and market research. – Cross-Functional Collaboration: Teams from different departments work together to implement QFD effectively. – Visual Tools: Matrices and graphs are used to visualize and prioritize information.
Implications	– Customer Satisfaction: QFD directly impacts customer satisfaction by aligning products or services with customer needs. – Efficiency: It streamlines the development process, reducing wasted resources and effort on non-essential features. – Competitive Advantage: Companies that use QFD effectively can gain a competitive advantage by consistently delivering what customers want. – Innovation: QFD fosters innovation by encouraging teams to find creative solutions to meet customer requirements. – Risk Mitigation: It helps identify potential issues early in the development process, reducing the risk of costly redesigns or recalls.
Advantages	– Improved Product Quality: QFD leads to higher product or service quality as it focuses on meeting customer needs. – Customer-Centric Approach: It reinforces a customer-centric approach to product and service development. – Efficiency: QFD streamlines processes, reducing time and resource wastage. – Enhanced Communication: It promotes better communication and collaboration among cross-functional teams. – Data-Driven Decisions: QFD relies on data, ensuring informed decision-making.
Drawbacks	– Resource-Intensive: QFD can be resource-intensive in terms of time, personnel, and data collection. – Complexity: The process can be complex, especially for smaller organizations. – Overemphasis on Customer Input: Overemphasizing customer input can lead to a lack of innovation or strategic vision. – Resistance to Change: Implementing QFD may face resistance from employees accustomed to traditional development methods. – Limited to Developed Markets: It may be less applicable in markets with low levels of customer feedback or where customer needs are not well-defined.
Applications	– Product Development: QFD is commonly used in designing and developing new products or improving existing ones. – Service Development: It is also applied to the development and improvement of services, such as healthcare or financial services. – Process Improvement: QFD can be used to optimize manufacturing or service delivery processes. – Marketing Strategy: Some companies use QFD to align marketing strategies with customer preferences. – Quality Control: It plays a role in quality control and ensuring consistent product quality.
Use Cases	– Automotive Industry: Car manufacturers use QFD to incorporate customer preferences into vehicle design, leading to features that appeal to their target markets. – Consumer Electronics: Companies producing smartphones, laptops, and other electronics use QFD to balance design with functionality and user experience. – Healthcare Services: Hospitals and healthcare providers apply QFD to improve patient care and the overall healthcare experience. – Financial Services: Banks and financial institutions use QFD to enhance the quality of customer service and financial products. – Manufacturing: Manufacturing companies employ QFD to improve production processes and product quality, reducing defects and waste.

Table of Contents

Understanding Quality Function Deployment

Given that ship construction is an enormously expensive process, Mitsubishi realized the importance of building a product to suit customer needs.

QFD was later adopted by General Motors, Ford, and Chrysler, shortening design cycles and reducing the number of employees required during the design process.

These companies were also the first to introduce a customer-centric focus to the car manufacturing industry – moving away from a fixation with the bottom line.

In so doing, domestic vehicle sales increased on the back of greater innovation and customer satisfaction.

Implementing Quality Function Deployment

QFD is a four-phase process describing activities throughout the product development cycle.

Each phase is accompanied by a matrix called the House of Quality. This matrix translates customer needs to the design requirements for each system, sub-system, and component.

With this in mind, here is a list of the four phases:

Product definition

QFD begins with the business implementing a Voice of the Customer (VoC) methodology to describe customer needs in the context of product specifications.

VoC may include the gathering of information through focus groups, surveys, interviews, or other means. Sometimes, product definition will also incorporate competitor products.

Product development (design)

Here, the product team will take priority product specifications and translate them into assembly characteristics.

They will also define the functional requirements for each.

Process development

Based on product and component specifications, manufacturing and assembly processes are designed.

The process flow is developed and important process characteristics are identified.

Process quality control

To ensure that characteristics are met, QFD advocates the development of controls, inspections, and tests.

Using the House of Quality matrix

Prioritising the most important customer needs is an integral part of QFD. This is achieved via the aforementioned House of Quality matrix.

To use the matrix, follow these steps:

Add customer needs (based on research) on the left hand side of the matrix

For a company developing a new smartphone, needs may encompass size, battery life, camera quality, and weight.

Assign customer ratings to each feature conducted through quantitative research using a scale of 1 to 5.

Then, calculate the percentage importance for each feature by dividing the rating by the total of all ratings.

Add design requirements

Along the top of the House of Quality, add a horizontal row of design requirements for each feature.

Examples for a smartphone may include operating system, battery size, and cost of production.

Determine the strength of the relationship between design requirements and customer needs

Strength is rated as either Strong (9), Medium (3), or Weak (1).

For example, a customer preference for long battery life has a strong relationship to weight but a weak relationship to camera resolution.

For each feature, calculate the importance rating by multiplying the percentage importance by the relationship score.

To determine which features the product team should work on first, divide the importance rating of one feature by the sum of all importance ratings.

Add competitor research

This means determining how competitors currently rank for each of the prioritized needs determined in the previous steps.

Using this information, product teams can quickly see features competitors have overlooked or that are being under served.

Note that the competitive assessment does not impact on importance ratings. Rather, they are intended to serve as an additional layer of analysis.

Key takeaways

Quality Function Deployment is a systematic quality management tool that focuses on designing features and products according to customer needs.
Quality Function Deployment is based on four phases that guide design during the product development cycle: product definition, product development, process development, and process quality control.
Feature prioritization is integral to Quality Function Deployment. Using quantitative research and competitor analysis, product teams can use the House of Quality matrix to accurately prioritize product features.

Key Highlights

Definition and Purpose: Quality Function Deployment (QFD) is a total quality management tool that systematically identifies and addresses the needs and expectations of customers during product development.
Origins and Adoption: QFD was initially developed by the Mitsubishi Corporation in the late 1960s for defining shipbuilding requirements. It was later adopted by companies like General Motors, Ford, and Chrysler to streamline design cycles and improve customer-centric focus in the car manufacturing industry.
Four Phases of QFD: QFD involves four distinct phases that guide product development:
- Product Definition: Gathering customer needs through methodologies like Voice of the Customer (VoC) and competitor analysis.
- Product Development (Design): Translating customer needs into product specifications and functional requirements.
- Process Development: Designing manufacturing and assembly processes based on product and component specifications.
- Process Quality Control: Developing controls, inspections, and tests to ensure process and product characteristics are met.
House of Quality Matrix: The House of Quality is a matrix used within QFD to prioritize and align customer needs with design requirements. It involves several steps:
- Add customer needs on the left side of the matrix and assign customer ratings (1 to 5) to each.
- Calculate the percentage importance for each need.
- Add design requirements along the top of the matrix.
- Determine the strength of relationships between design requirements and customer needs (Strong, Medium, Weak).
- Calculate importance ratings for each feature.
- Use competitor research to assess where competitors rank in relation to prioritized needs.
Key Takeaways:
- QFD aims to design products and features based on customer needs.
- The process involves four phases: product definition, product development, process development, and process quality control.
- The House of Quality matrix is a crucial tool in QFD, helping prioritize features and align them with customer expectations.

Related Frameworks, Models, or Concepts	Description	When to Apply
Quality Function Deployment (QFD)	Quality Function Deployment (QFD) is a structured approach to translating customer needs and requirements into specific product or service characteristics. It involves capturing the “voice of the customer” through various tools and techniques, such as surveys, interviews, or focus groups, and systematically incorporating these inputs into the design and development process. QFD uses matrices, such as the House of Quality, to prioritize customer requirements, identify technical characteristics, and ensure alignment between customer expectations and product features. By applying QFD, organizations can improve customer satisfaction, enhance product quality, and reduce time-to-market by aligning product development efforts with customer needs and preferences.	Consider Quality Function Deployment (QFD) when seeking to translate customer needs and requirements into actionable design and development specifications. Use it to capture the voice of the customer, prioritize requirements, and align product features with customer expectations effectively. Implement QFD as a framework for fostering customer-centricity, innovation, and continuous improvement in product or service development within your organization.
Voice of the Customer (VOC)	Voice of the Customer (VOC) refers to the process of capturing and understanding customer needs, preferences, and expectations regarding a product or service. It involves gathering feedback directly from customers through surveys, interviews, observations, or social media channels to identify their requirements and pain points. By listening to the voice of the customer, organizations can gain insights into customer preferences, identify areas for improvement, and align their products or services with customer expectations.	Consider Voice of the Customer (VOC) when seeking to understand customer needs and preferences for product or service development. Use it to gather feedback directly from customers, identify key requirements and pain points, and prioritize product features based on customer insights. Implement VOC as a framework for fostering customer-centricity, empathy, and responsiveness in product or service development within your organization.
House of Quality (HOQ)	The House of Quality (HOQ) is a key tool used in Quality Function Deployment (QFD) to translate customer requirements into specific design characteristics and technical specifications. It consists of a matrix that correlates customer needs with product features and provides a systematic framework for prioritizing design requirements and identifying relationships between them. By using the House of Quality, organizations can visualize the relationship between customer requirements and design parameters, prioritize design decisions, and ensure alignment between customer expectations and product attributes.	Consider House of Quality (HOQ) when translating customer requirements into design specifications and technical characteristics. Use it to create a structured matrix that correlates customer needs with product features, prioritize design requirements, and identify opportunities for improvement or innovation. Implement HOQ as a tool for fostering collaboration, clarity, and alignment between cross-functional teams involved in product or service development within your organization.
Kano Model	The Kano Model is a framework for understanding and categorizing customer preferences based on the degree of satisfaction or dissatisfaction they derive from different product features. It classifies customer requirements into three categories: basic, performance, and delighters, based on their impact on customer satisfaction and competitive differentiation. By applying the Kano Model, organizations can prioritize product features, allocate resources effectively, and focus on delivering value-added features that exceed customer expectations.	Consider Kano Model when prioritizing product features and design decisions based on customer preferences. Use it to categorize customer requirements into basic, performance, and delighters to identify opportunities for innovation and differentiation. Implement Kano Model as a framework for aligning product development efforts with customer preferences and maximizing customer satisfaction and loyalty within your organization.
Failure Mode and Effects Analysis (FMEA)	Failure Mode and Effects Analysis (FMEA) is a systematic technique for identifying and mitigating potential failure modes or defects in a product, process, or system. It involves analyzing each component or process step to identify potential failure modes, assessing their severity, occurrence, and detectability, and prioritizing actions to prevent or mitigate their effects. By conducting FMEA, organizations can proactively identify and address potential quality issues, improve product reliability, and enhance customer satisfaction.	Consider Failure Mode and Effects Analysis (FMEA) when seeking to identify and mitigate potential quality issues in product or service development. Use it to systematically analyze failure modes, assess their impact on product performance or customer satisfaction, and prioritize preventive or corrective actions to minimize risks. Implement FMEA as a framework for fostering quality assurance, risk management, and continuous improvement in product or service development within your organization.
Total Quality Management (TQM)	Total Quality Management (TQM) is a management philosophy that emphasizes continuous improvement, customer focus, and employee involvement in achieving organizational excellence. It involves integrating quality principles and practices into all aspects of the organization, from product design and production to customer service and support. By adopting TQM principles, organizations can strive for zero defects, exceed customer expectations, and create a culture of continuous learning and improvement.	Consider Total Quality Management (TQM) when seeking to foster a culture of quality and excellence in product or service development. Use it to engage employees in quality improvement initiatives, empower teams to take ownership of quality processes, and implement systematic approaches for identifying and addressing quality issues. Implement TQM as a framework for driving organizational excellence, customer satisfaction, and competitive advantage within your organization.
Six Sigma	Six Sigma is a data-driven methodology for improving the quality and efficiency of processes by reducing defects and variation. It involves defining, measuring, analyzing, improving, and controlling processes to minimize errors and meet customer requirements consistently. Six Sigma uses statistical tools and techniques, such as DMAIC (Define, Measure, Analyze, Improve, Control) or DMADV (Define, Measure, Analyze, Design, Verify), to identify root causes of problems, optimize processes, and sustain improvements over time. By implementing Six Sigma, organizations can achieve operational excellence, reduce costs, and enhance customer satisfaction.	Consider Six Sigma when seeking to improve process quality, efficiency, and consistency in product or service development. Use it to identify and eliminate defects, reduce variation, and optimize processes using data-driven methodologies and statistical tools. Implement Six Sigma as a framework for driving continuous improvement, problem-solving, and performance excellence within your organization.
ISO 9001 Quality Management System	The ISO 9001 Quality Management System is an international standard for implementing and maintaining a quality management system (QMS) within an organization. It provides a framework for defining quality objectives, documenting processes, and ensuring compliance with customer requirements, statutory, and regulatory requirements. ISO 9001 certification demonstrates an organization’s commitment to quality, customer satisfaction, and continuous improvement.	Consider ISO 9001 Quality Management System when seeking to establish a systematic approach to quality management in product or service development. Use it to define quality objectives, document processes, and implement quality control measures to meet customer requirements and regulatory standards. Implement ISO 9001 QMS as a framework for driving continuous improvement, compliance, and customer satisfaction within your organization.
Design for Six Sigma (DFSS)	Design for Six Sigma (DFSS) is a methodology for designing new products, processes, or services that meet customer needs and achieve Six Sigma levels of quality. It involves applying Six Sigma principles and tools early in the design phase to identify and eliminate potential defects or performance issues before they occur. DFSS uses methodologies such as DMADV (Define, Measure, Analyze, Design, Verify) or IDOV (Identify, Design, Optimize, Verify) to ensure that products or services meet customer requirements and deliver superior performance.	Consider Design for Six Sigma (DFSS) when designing new products, processes, or services that require high levels of quality and reliability. Use it to apply Six Sigma principles and tools early in the design phase to identify and eliminate potential defects or performance issues before they occur. Implement DFSS as a framework for fostering innovation, quality, and customer satisfaction in product or service development within your organization.
Lean Six Sigma	Lean Six Sigma combines the principles and practices of Lean Manufacturing and Six Sigma to achieve operational excellence, waste reduction, and quality improvement. It integrates Lean principles, such as value stream mapping, waste reduction, and continuous flow, with Six Sigma methodologies, such as DMAIC (Define, Measure, Analyze, Improve, Control) or DMADV (Define, Measure, Analyze, Design, Verify), to optimize processes and deliver maximum value to customers. By leveraging Lean Six Sigma, organizations can eliminate waste, reduce cycle times, and improve process efficiency and quality.	Consider Lean Six Sigma when seeking to achieve operational excellence, waste reduction, and quality improvement in product or service development. Use it to integrate Lean principles and Six Sigma methodologies to optimize processes, eliminate waste, and deliver maximum value to customers. Implement Lean Six Sigma as a framework for driving continuous improvement, efficiency, and customer satisfaction within your organization.