QUALITY FUNCTION

DEPLOYMENT
A tool for customer-focused design of
products and services

Objective
 Develop an understanding of the
need to establish customer
requirements of a
product/service/process and how
we can translate these into actions
we should take to deliver those
requirements.
 RELATIONSHIPS
CORRELATION

The QFD chart

9 STRONG
3 MEDIUM STRONG+
1 WEAK STRONG
NEGATIVE
STRONG-
MAX MIN TARGET

CUSTOMER

Armrest recess width

HOWs

Armrest recess depth

RATING

Width of armrest

Foam thickness
Back thickness
Height of back

Foam stiffness
Profile of back

Pan height

BETTER
WORSE
WHATs

IMPORTANCE 1 2 3 4 5

Arm rest folds right away 5

Arm rest wide enough 5

Enough leg room 8

Doesn't cause bum ache 8

Tall person shoulder
comfort 7
Short person lumbar
comfort 7

IMPORTANCE 90 45 45 68 222 87 96 114 114

Our Company

50mm

55mm

1080mm

T.B.I.
80mm
OBJECTIVE
TARGET
VALUES

BETTER 5
COMPETITIVE 4
ASSESSMENT 3
2
WORSE 1

FST 1000
REQUIREMENTS
REGULATORY
TECHNICAL &

Max. deflection

QFD – the issues

 Remoteness from the final customer.
 Lack of visibility of the customer chain.
 Informal (or inappropriate) customer
requirement definition.
 Complex technologies.
 Technology-led products.
 Unclear relationship between customer
requirements and technology.
QFD provides:
 A structured approach.

 A strong customer focus.

 A tool which is applied early in the product life

cycle.
 Coverage of the whole process.

 A framework for cross-functional teamwork.

 A record of design/production decisions.

Definition of QFD

“A system for translating customer

requirements into company
requirements at each stage, from
research and development through
engineering and manufacturing to
marketing, sales and distribution.”
Source: American Suppliers Institute
Definition of QFD
 Practically this means that it provides a
mechanism for targeting and prioritising
design effort to give maximum customer
satisfaction.
 In manufacturing this will focus on the design
of the product.
 In service organisations it will be the design
of the service.

Customers
 Who are the customers?
◦ The final customers of the organisation
◦ The next process in line
◦ Regulatory bodies
◦ Some customers may be more important than
others
 What are their requirements?
◦ Need to talk to them
◦ Not all requirements are clearly expressed
The Customer Chain
 There is rarely only one level of customer for
a product.
 For example, the customer chain for a
breakfast cereal would be: distributor,
wholesaler, retailer, purchaser and consumer.
 All of these customers must be taken into
account for a successful design.
 They may be given a different weighting in
case of conflict.

Information flow from the

customer
 Customers’ Requirements
Excitement
Customer Quality  More complex than often
Satisfaction (unspoken)
assumed
 ‘Basic’ & ‘Excitement’ quality
elements are often not expressed
Degree of
 There is a hierarchy
Achievement
 This is not a stable situation for
Basic Quality external customers
(unspoken)
 Internally ‘basic’ often equates to
cost or producibility issues
 ‘Spoken’ tends to be specs
 ‘Excitement’ makes life easier
(internally) and market leadership
(externally)

Who is the customer in QFD?

Sources of Information for
QFD
 Postal questionnaires.

 Interview questionnaires.

 Clinics.

 Focus groups.

 Listening.

Unsuitable sources of
information

 Government statistics.

 Surveys.

 Reports.

 Trade and business papers.

 Affinity Diagram

The Central QFD Matrix

Hows Product and process

parameters that
External/internal
contribute to
customer Whats
customer
requirements
Importance requirements
Importance to customers
External/internal

Importance to customers Relationships

between
requirements

requirements
customer

and controllable
factors
 Correlation
between product
and process
parameters

Product and process

parameters that
contribute to
customer
requirements

Importance to customers

Current performance
Relationships
External/internal
between

ratings from the

requirements
requirements and
controllable factors
customer

customers
Targets for product and
process parameters

Relationships between
technical and
regulatory requirements
and controllable factors

Technical & Regulatory

requirements
 National regulations

 EC regulations

 Local regulations

 British Standards, International Standards etc

 Automated manufacture

 Size restrictions
 Time & quantity of seeding
Solvent moisture content

Temperature at start
Temperature at end

Filtration pressure
Rate of cooling

Speed of mixer
Solvent purity
Type of seed

Drying time
Purity > 95% 10
Moisture <.5% 10
Residual solvents 10
<.1% each

Good bulk density 8

Acceptable particle 8
size distribution
Correct morphology 6
Good electrostatics 5

195 186 186 154 154 186 186 142 114 108

Define using
experimentation

Use same process as for

main matrix but keep separate

Analysing The Chart

 Link customer requirements to product parameters
 look for empty columns and rows
 Look at risk
 More important requirements link to more important
parameters
 If customers are dissatisfied with certain outcomes it means
that those requirements and associated parameters should
receive special attention
 FMECA may be helpful
 Parameters affecting most key requirements are key
parameters
 Look for helpful or destructive interactions between
control parameters and manage these ‘trade-offs’
 Analysing the Chart
 Areas where we lead and must maintain our

position.

 Areas where we lag behind and must

improve.

 Areas where we can gain a competitive

advantage by satisfying a presently

unsatisfied need.

Analysis RELATIONSHIPS

9 STRONG

3 MEDIUM

1 WEAK
CORRELATION

STRONG +

MAX MIN TARGET POSITIVE

NEGATIVE

Armrest Back Fabric Structure All Foam Mountings STRONG -

Mountings interchangeable

ENGINEERING
Material FST performance
Clutch resistance (open)

CH ARACTERISTICS
Fabric wear resistance

Liquid resistant fabric

Armrest recess width
Armrest recess depth

Location of fasteners
Fabric tear resistance
Clutch locking force

Fatigue performance
Stain resistant fabric

Number of fasteners

SERVICE COMPLA INTS

Back hinge location

Structural strength
Structural stiffness

It em
Width of armrest

CUSTOMER
Washable fabric

Foam thickness
Back thickness

Nu
Height of back
Profile of back

Foam stiffness

mb
Profile of pan

Loci of hinge

MARKET er RATING
Pan height

Check for
QUALITY
WORST

REQUIREMENTS
BEST

strong
IMPORTANCE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5
Passengers Feel Comfortable
Comfortable Upright

Arm rest fold right away 5

relationships
Arm rest wide enough 5
Enough leg room 8 5

Doesn't give you bum ache 8 12

Doesn't hurt the shoulders of a taller person 7 3
Lumbar support doesn't hurt shorter person 7 3
Com for table

Doesn't hit person behind when you recline 7 5

Low Operating Low Service Reclined

Back can be adjusted to any position and doesn't slip 8 2

Doesn't soak up spilt drink 5
Easy to clean 6
Costs
Cost

Fabric stain resistant 6

Durable 6 8
Light weight 9
C osts

Easy to move around 4

Fit more passengers in 5

DEGREE OF TECHNICAL DIFFICULTY 1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1

= A
= B
70 mm at 7000 N

TECHN ICAL = C
x= 150, y= 50

1x10 strokes

1x10 cycles
100 washers

Interchange
7000 N Test

TARGETS
2
3 mm Test

Over rails
20 MN/m
Test 013
580 mm

450 mm

5 min +
1 gm/hr
50 mm
80 mm
55 mm

25 mm

25 mm
100 N

6
T.B.I.
T.B.I.

T.B.I.

5N

WORSE 1
TECHNICAL
2
CO MPETITIVE 3
4
CO MPARISO NS BETTER
5

FST 1000
Regulatory Requirements

16 G LOAD CASE
MAX ALLOWABLE DEFLECTION
INTERFACE TO FLOOR RAILS
Technical and

Eng Char. ABSOLUTE 114 54 54 182 290 24 204 105 87 63 81 72 54 54 54 108 117 81 135 81 27 120 123 36 63 36
Importance Ratings RELATIVE 5 2 2 8 12 1 9 4 4 3 3 3 2 2 2 5 5 3 6 3 1 5 5 2 3 2
Analysis RELATIONSHIPS

9 STRONG

3 MEDIUM

1 WEAK
CORRELATION

STRONG +

MAX MIN TARGET POSITIVE

NEGATIVE

Armrest Back Fabric Structure All Foam Mountings STRONG -

Mountings interchangeable
ENGINEERING

Material FST performance

Clutch resistance (open)
CH ARACTERISTICS

Fabric wear resistance

Liquid resistant fabric

Armrest recess width
Armrest recess depth

Location of fasteners
Fabric tear resistance
Clutch locking force

Fatigue performance
Stain resistant fabric

Number of fasteners

SERVICE COMPLA INTS

Back hinge location

Structural strength
Structural stiffness
It em

Width of armrest
CUSTOMER

Washable fabric

Foam thickness
Back thickness
Nu

Height of back
Profile of back

Foam stiffness
mb

Profile of pan

Loci of hinge
MARKET er RATING

Pan height
Check for
QUALITY

WORST
REQUIREMENTS

BEST
where we
IMPORTANCE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5

Passengers Feel Comfortable

Comfortable Upright
Arm rest fold right away 5

hold the lead

Arm rest wide enough 5
Enough leg room 8 5

Doesn't give you bum ache 8 12

and must Doesn't hurt the shoulders of a taller person 7 3

Lumbar support doesn't hurt shorter person 7 3

maintain our Com for table

Doesn't hit person behind when you recline 7 5

Low Operating Low Service Reclined

Back can be adjusted to any position and doesn't slip 8 2
Doesn't soak up spilt drink 5

position Costs Easy to clean 6

Cost

Fabric stain resistant 6

Durable 6 8
Light weight 9
C osts

Easy to move around 4

Fit more passengers in 5

DEGREE OF TECHNICAL DIFFICULTY 1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1

= A
= B

70 mm at 7000 N
TECHN ICAL = C

x= 150, y= 50

1x10 strokes

1x10 cycles
100 washers

Interchange
7000 N Test
TARGETS

2
3 mm Test

Over rails
20 MN/m
Test 013
580 mm

450 mm

5 min +
1 gm/hr
50 mm
80 mm
55 mm

25 mm

25 mm
100 N

6
T.B.I.
T.B.I.

T.B.I.

5N

4
WORSE 1
TECHNICAL
2
CO MPETITIVE 3
4
CO MPARISO NS BETTER
5

FST 1000
Regulatory Requirements

16 G LOAD CASE
MAX ALLOWABLE DEFLECTION
INTERFACE TO FLOOR RAILS
Technical and

Eng Char. ABSOLUTE 114 54 54 182 290 24 204 105 87 63 81 72 54 54 54 108 117 81 135 81 27 120 123 36 63 36
Importance Ratings RELATIVE 5 2 2 8 12 1 9 4 4 3 3 3 2 2 2 5 5 3 6 3 1 5 5 2 3 2

Analysis RELATIONSHIPS

9 STRONG

3 MEDIUM

1 WEAK
CORRELATION

STRONG +

MAX MIN TARGET POSITIVE

NEGATIVE

Armrest Back Fabric Structure All Foam Mountings STRONG -

Mountings interchangeable

ENGINEERING
Material FST performance
Clutch resistance (open)

CH ARACTERISTICS
Fabric wear resistance

Liquid resistant fabric

Armrest recess width
Armrest recess depth

Location of fasteners
Fabric tear resistance
Clutch locking force

Fatigue performance
Stain resistant fabric

Number of fasteners

SERVICE COMPLA INTS

Back hinge location

Structural strength
Structural stiffness

It em
Width of armrest

CUSTOMER
Washable fabric

Foam thickness
Back thickness

Nu
Height of back
Profile of back

Foam stiffness

mb
Profile of pan

Loci of hinge

MARKET er RATING
Pan height

Check for
QUALITY
WORST

REQUIREMENTS
BEST

where we
IMPORTANCE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5
Passengers Feel Comfortable
Comfortable Upright

Arm rest fold right away 5

can gain a
Arm rest wide enough 5
Enough leg room 8 5

Doesn't give you bum ache 8 12

competitive Doesn't hurt the shoulders of a taller person 7 3

Lumbar support doesn't hurt shorter person 7 3

advantage
Com for table

Doesn't hit person behind when you recline 7 5

Low Operating Low Service Reclined

Back can be adjusted to any position and doesn't slip 8 2

Doesn't soak up spilt drink 5
Easy to clean 6
Costs
Cost

Fabric stain resistant 6

Durable 6 8
Light weight 9
C osts

Easy to move around 4

Fit more passengers in 5

DEGREE OF TECHNICAL DIFFICULTY 1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1

= A
= B
70 mm at 7000 N

TECHN ICAL = C
x= 150, y= 50

1x10 strokes

1x10 cycles
100 washers

Interchange
7000 N Test

TARGETS
2
3 mm Test

Over rails
20 MN/m
Test 013
580 mm

450 mm

5 min +
1 gm/hr
50 mm
80 mm
55 mm

25 mm

25 mm
100 N

6
T.B.I.
T.B.I.

T.B.I.

5N

WORSE 1
TECHNICAL
2
CO MPETITIVE 3
4
CO MPARISO NS BETTER
5

FST 1000
Regulatory Requirements

16 G LOAD CASE
MAX ALLOWABLE DEFLECTION
INTERFACE TO FLOOR RAILS
Technical and

Eng Char. ABSOLUTE 114 54 54 182 290 24 204 105 87 63 81 72 54 54 54 108 117 81 135 81 27 120 123 36 63 36
Importance Ratings RELATIVE 5 2 2 8 12 1 9 4 4 3 3 3 2 2 2 5 5 3 6 3 1 5 5 2 3 2
Analysis RELATIONSHIPS

9 STRONG

3 MEDIUM

1 WEAK
CORRELATION

STRONG +

MAX MIN TARGET POSITIVE

NEGATIVE

Armrest Back Fabric Structure All Foam Mountings STRONG -

Mountings interchangeable
ENGINEERING

Material FST performance

Clutch resistance (open)
CH ARACTERISTICS

Fabric wear resistance

Liquid resistant fabric

Armrest recess width
Armrest recess depth

Location of fasteners
Fabric tear resistance
Clutch locking force

Fatigue performance
Stain resistant fabric

Number of fasteners

SERVICE COMPLA INTS

Back hinge location

Structural strength
Structural stiffness
It em

Width of armrest
CUSTOMER

Washable fabric

Foam thickness
Back thickness
Nu

Height of back
Profile of back

Foam stiffness
mb

Profile of pan

Loci of hinge
MARKET er RATING

Pan height
Check for
QUALITY

WORST
REQUIREMENTS

BEST
where we
IMPORTANCE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5

Passengers Feel Comfortable

Comfortable Upright
Arm rest fold right away 5

lag behind
Arm rest wide enough 5
Enough leg room 8 5

Doesn't give you bum ache 8 12

and must Doesn't hurt the shoulders of a taller person 7 3

Lumbar support doesn't hurt shorter person 7 3

improve Com for table

Doesn't hit person behind when you recline 7 5

Low Operating Low Service Reclined

Back can be adjusted to any position and doesn't slip 8 2
Doesn't soak up spilt drink 5
Costs Easy to clean 6
Cost

Fabric stain resistant 6

Durable 6 8
Light weight 9
C osts

Easy to move around 4

Fit more passengers in 5

DEGREE OF TECHNICAL DIFFICULTY 1 2 4 2 4 4 5 3 3 5 4 4 4 3 2 4 4 4 4 4 4 2 2 1 3 1

= A
= B

70 mm at 7000 N
TECHN ICAL = C

x= 150, y= 50

1x10 strokes

1x10 cycles
100 washers

Interchange
7000 N Test
TARGETS

2
3 mm Test

Over rails
20 MN/m
Test 013
580 mm

450 mm

5 min +
1 gm/hr
50 mm
80 mm
55 mm

25 mm

25 mm
100 N

6
T.B.I.
T.B.I.

T.B.I.

5N

4
WORSE 1
TECHNICAL
2
CO MPETITIVE 3
4
CO MPARISO NS BETTER
5

FST 1000
Regulatory Requirements

16 G LOAD CASE
MAX ALLOWABLE DEFLECTION
INTERFACE TO FLOOR RAILS
Technical and

Eng Char. ABSOLUTE 114 54 54 182 290 24 204 105 87 63 81 72 54 54 54 108 117 81 135 81 27 120 123 36 63 36
Importance Ratings RELATIVE 5 2 2 8 12 1 9 4 4 3 3 3 2 2 2 5 5 3 6 3 1 5 5 2 3 2

Additional Comments
 Ensure that you talk to the customers, don’t try
to guess requirements
 Good requirement definition and prioritisation is vital to form the
basis of a good QFD application
 Customers don’t always talk in helpful terms,
work with them to make their requirements
meaningful
 If relationships are not clear use additional
techniques (e.g. DOE) to clarify them
 Care at this stage can make a lot of difference
later on
 The technique is very flexible and can expand
or contract as required
Knowing What, How and Why
 At this point we should have a clear idea of
key customer requirements
 We know who our customers are
 We understand, & have prioritised their
requirements
 We have also linked the key requirements to
the controllable factors in our product/process
 Central matrix links the two
 Trade-offs established in the correlation matrix
 The thinking behind filling in the chart should
have clarified the relationships

Benefits of QFD
 Less time in development.

 Fewer and earlier changes.

 Fewer start-up problems (and costs).

 Fewer field problems.

 Improved customer focus (and satisfaction).

 Better targeted design and development.

 A better knowledge base.

Practical points
 Requires management commitment.

 Success is determined by the accuracy of

customer requirements.

 Always start small.

 Involve the right people.

 Matrix analysis can be used for any decision-

making process.

The QFD team

(manufacturing)
 Designers.
 Marketing.
 Manufacturing engineers.
 Sales support.
 Manufacturing.
 Production control.
 Quality.
 Maintenance.
 Suppliers.
 QFD cascade
Design
Requirements

Requirements
Customer
Production Part
Requirements Characteristics

Requirements
Manufacturing
Operations

Design
Manufacturing
Operations
Characteristics
Part