Quality Function Deployment

Quality Function Deployment It is a systematic approach to design based on a close awareness of customers desires, coupled with the integration of corporate function groups. It consists in translating customer desires into design characteristics for each stage of the product development. (Rosenthal, 1992) Ultimately the goal of QFD is to translate often subjective quality criteria into objective ones that can be quantified and measured and which can be then used to design and manufacture the product. It is a complimentary method for determining how and where priorities are to be assigned in product development. The intent is to employ objective procedures in increasing detail throughout the development of product. (Reilly, 1994) Quality Function Deployment was developed by Yoji Akao in Japan in 1966. By 1972 the power of approach had been well demonstrated at the Mitsubishi Heavy Industries Kobe Shipyard (Sullivan, 1986) and in 1987 the first book on the subject was published in Japanese and the later translated in English in 1994. (Mizuno and Akao, 1994) Akao defined QFD as “a method for developing a design quality aimed at satisfying the consumer and then translating the consumer’s demand into design targets and major quality assurance points to be used throughout the production phase.” (1990)
The 3 main goals in implementing Quality Function Deployment are: 1. Prioritize spoken and unspoken customer wants and needs. 2. Translate these needs into technical characteristics and specifications. 3. Build and deliver a quality product or service by focusing everybody toward customer satisfaction.
4 Phases of Quality Function Deployment
Phase 1, Product Planning: Led by Marketing Department and it is also called The House of Quality. Phase 1 documents customer requirements, warranty data, competitive opportunities, product measurements, competing product measures, and technical ability of the organization to meet each customer requirements.