TOTAL QUALITY MANAGEMENT

ACTIVITY #4

TOPIC: PRODUCT/SERVICE DESIGN QUALITY FUNCTION

DEPLOYMENT

Read: Chapter 10 Function Deployment

Chapter 11 Quality Design

Research Online

Note: Answer the following

a. Determine the Product/Service Design Tools and Techniques

b. Apply QFD and Taguchi Robust Design to ensure effective
product/service design in the company

QUALITY
FUNCTION DEPLOYMENT

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
measurable 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.

Quality function deployment—specifically, the house of quality—is

an effective management tool in which customer expectations are used to
drive the design process or to drive improvement in the service industries.
Some of the advantages and benefits of implementing QFD are:
• An orderly way of obtaining information and presenting it.
• Shorter product development cycle.
• Considerably reduced start-up costs.
• Fewer engineering changes.
• Reduced chance of oversights during the design process.
• An environment of teamwork.
• Consensus decisions.
• Everything is preserved in writing.

House of Quality

The primary planning tool used in QFD is the house of quality. The
house of quality translates the voice of the customer into design
requirements that meet specific target values and matches those against
how an organization will meet those requirements. Many managers and
engineers consider the house of quality to be
the primary chart in quality planning.
Parts of the house quality are described as follows:
• The exterior walls of the house are the customer requirements. On
the left side is a listing of the voice of the customer, or what the
customer expects in the product. On the right side are the prioritized
customer requirements, or planning matrix. Listed are items such as
customer benchmarking, customer importance rating, target value,
scale-up factor, and sales point.

• The ceiling, or second floor, of the house contains the technical

descriptors. Consistency of the product is provided through
engineering characteristics, design constraints, and parameters.

• The interior walls of the house are the relationships between customer
requirements and technical descriptors. Customer expectations
(customer requirements) are translated into engineering
characteristics (technical descriptors).
• The roof of the house is the interrelationship between technical
descriptors. Trade-offs between similar and/or conflicting technical
descriptors are identified.

• The foundation of the house is the prioritized technical descriptors.

Items such as the technical benchmarking, degree of technical
difficulty, and target value are listed.

1.
 Customer Requirements and Rating – Located at the left side of
the house, this room lists the customer requirements gathered from
the research and how they’re ranked based on their degree of
importance (can use a scale of 1 to 5).
2. Competitive Priorities – Placed in the right side of the house, this
part outlines the top points of comparison between the customer
requirements and the needed innovations based on competitor
analysis.
3. Technical Design Features – Listing the design features of the
product, this section is placed just above the base, making it the attic
of the house.
4. Technical Design and Customer Requirements Relationships –
Found at the base of the house below the attic, this part is
responsible for visualizing and rating the impact of the design
features to the priority list of customer requirements.
5. Design Relationships – Also known as the roof matrix, this
describes the interrelationship between the design features. 6.
Target Values – Lastly, the basement of the house lists the target
values that serve as an organization’s way of quantifying objective
measures to help evaluate each design feature or characteristic.

QUALITY
BY
DESIGN
 The design process enables innovation to happen by designing
products (goods, services, or information) together with the
processes— including controls—to produce the final outputs.
The Juran Quality by Design model is a structured method used to create
innovative design features that respond to customers’ needs and the
process features to be used to make those new designs. Quality by Design
refers to the product or service development processes in organizations.
The quality by design approach as compared with the other
approaches offers significant benefits compared to the “over-the-wall” to
product development.

There are a number of useful organizational tools for successful

implementation such as TQM, computer networks, quality function
deployment, virtual meeting tools, and enterprise resource planning
system.
The product development tools include finite element analysis,
computer aided drafting and designing, rapid prototyping, failure
mode and effects analysis, design for Six Sigma, and designing
for reliability.
Quality by design can be even more effective, when combined with
production tools such as robotics, computer aided manufacturing, just
in-time, lean etc.
Statistical tools such as design of experiments, tolerance stack-up
analysis, statistical process control, and reliability analysis provide a
punch for developing optimized reliable product.

CHAPTER
APPLICATION

Marie is working at ABC Pastries. She is supposed to bake cupcakes every

day. One day, after she baked, she noticed that some of the cupcakes
seemed to vary slightly in size. Even if Marie doesn't make pastries for a
business or a consumer, businesses occasionally see variations in their
products from time to time.
Robust means that something is sturdy or able to hold up. When it comes
to products, this is a crucial quality to have because consumers want to buy
something they can rely on and trust. They seek to buy goods that satisfy
their standards. Businesses frequently participate in robust product design,
which is the practice of attempting to decrease variability in finished
products, in order to match customer expectations. Or, to put it another
way, it's the process of ensuring that final products maintain their
consistency even when external circumstances interfere with the
production process. These elements or changes in output are frequently
referred to as noise.
We know that sometimes production results in variations.
1. Internal Variation
- Machine is frequently used in production. These machines eventually
malfunction or stop working properly. An internal variation occurs
when a machine interferes with production and results in variations.
Therefore, if Marie mixes it by hand rather than using an electric
mixer, either few cupcakes might not be as firm and substantial as the
first.

2. External Variation
- Variations can occasionally occur as a result of the surroundings
where production takes place. This means that changes can
frequently be brought on by the environment. Variation may occur, for
instance, if the temperature is too hot or cold or if the humidity is high
enough to cause moisture to accumulate. These elements combine to
produce what is referred to as an external variation. Some of the
cupcakes that Marie prepared indoors in the air conditioning might
hold their shape better than those that she baked indoors at a high
temperature, where the pastries would melt and possibly change in
size.