MANF9544 Concurrent Product
Concurrent Product
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022
CONCURRENT PRODUCT & PROCESS
DEVELOPMENT
MANF9544
Unit 3 Quality Function Deployment
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 2
• This unit examines:
– Introduction
– Details of “House of Quality”
– Deployment of product development chart to the
downstream activities
– Identifying items which will increase the customer satisfaction
Unit Overview
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 3
Introduction
Distribution
Support
& service
End of Life:
Disposal, recycle, .
TTM
CE
LCM
QFD
QFD, DM, Dfx,
Pugh, Ishikawa
QFD, FMEA, Taguchi, Dfx,
Ishikawa
QFD, FMEA, DM, Ishikawa,
DOE, Taguchi
QFD, FMEA, Taguchi
Manufacturing SPC, Pareto
analysis
Requirement
definition
Concept
design
Detailed
design
Manufacturing
system design
Process
design
CPPD
Application of QFD in various
stage of product development
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 4
• Methodology for market driven design and development for product
and services to meet or exceed customer’s needs and expectations
• Structured process to translate the customer requirements to
technical engineering requirements and production planning
parameters
• A visual communication platform for integrated thinking in a cross-
functional team
• ‘Market-in’ approach instead of ‘Product-out’ approach
Definition
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• Reduces Manufacturing start up and pre-production costs by 60%
• Reduces product deployment cycle (TTM) almost 33%
• Improves quality because of the reduction in the number of engineering
changes
Benefits
Stages of Product development Until Job 1
Company not
Using QFD
Company not
Using QFD
Number of
engineering
parts
Effect of QFD on engineering changes
Companies using QFD made fewer changes than
companies without QFD
Stage
N
Stage
5
Stage
4
Stage
3
Stage
2
Stage
1
Job 1
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• Constructs series of matrices to propagate critical customer requirements
through the product life cycle
QFD Methodology
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QFD Methodology
RelationshipsCustomers
requirements
C
o
m
p
e
ti
ti
v
e
a
n
a
ly
s
is
Technical
competitive
assessment
Voice of
Engineers
Interactions
• The first and most frequently applied QFD matrix is called House of Quality matrix
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 8
QFD Methodology
RelationshipsWhat
C
o
m
p
e
ti
ti
v
e
a
n
a
ly
s
is
Technical
competitive
assessment
Voice of
Engineers
Interactions
• The first and most frequently applied QFD matrix is called House of Quality matrix
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 9
• Six basic steps to build House of Quality
• Step 1: Customer Requirements
• Step 2: Competitive analysis
• Step 3: Voice of Engineers
• Step 4: Relationships
• Step 5: Technical comparison
• Step 6: Interactions
QFD Methodology
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QFD Methodology
Step 1: Customer requirements
▪ Product attributes and customer needs
• Basic attributes: assumed by customers but not often stated
• Performance attributes: increase customer satisfaction as they improve
• Delight attributes: delight customers and differentiate product from competitors
Customer satisfaction
Achievement degree
Kano model
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Step 1: Customer requirements
▪ Different customers (stakeholders)
• External customers: buy the product
• Internal customers: designers, owners, managers, dealers, …
• Past and future customers
Customer requirements ≡ f , ,
≡ f , , &
: voice of customer
:
:
:
:
:
QFD Methodology
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QFD Methodology
Develop customer
requirements
Field data
Market
analysis
External
customers
Internal
customers
Past and future
customers
Step 1: Customer requirements
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 13
Step 1: Customer requirements
QFD Methodology
Develop customer
requirements
Market
analysis
External customers
• Who buy the product
Past and future customers
• Buy from the competitor
• Switched from your
product to competitor
Field dataVoice of
customers
Internal customers
• Designers
• Engineers
• Managers
• Owners
• Dealers,…
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 14
Step 1: Customer requirements
QFD Methodology
Develop customer
requirements
• Warranty data
• Field support
• Repair/maintenance
• Customer complaints,
Market
analysis
External
customers
Internal
customers
Past and future
customers
Field data
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 15
Step 1: Customer requirements
QFD Methodology
Develop customer
requirements
• Questionnaires; Mail, Telephone, ..
• Product clinic: People come and use the product
• Focus group: Groups of 8-12 with facilitator to obtain attributes
• Personal observations: Customers observed while using product
• Individual interview
• Listening in dealerships
• Marketing surveys,
External
customers
Internal
customers
Past and future
customers
Field data
Market analysis
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 16
Step 1: Customer requirements
QFD Methodology
– Some Guidelines:
o Make sure the phrases that they are not only brief but also make
sense when taken out of the text and retain the essence of the
customers voice. (It may be necessary to add words in some
cases to maintain this sense of meaning.)
o Single words will have no meaning when separated from the text
and will have to be discarded later.
o Do not have multiple ideas in the same phrase. Separate the
ideas in the phrase into single ideas. (It may be necessary to add
words in some cases to maintain a sense of meaning for each
idea)
o Convert negative idea phrases to positive idea phrases.
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QFD Methodology
Step 1: Customer requirements
Demonstration case:
You are going on a week-long hiking trip. All your equipment must
be carried out on your back. You need a stove to cook meals in the
wireless where no fires are allowed. What do you need and want in
that stove? What will excite you?
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QFD Methodology
Step 1: Customer requirements
Demonstration case: You are going on a week-long hiking trip. All your
equipment must be carried out on your back. You need a stove to cook
meals in the wireless where no fires are allowed. What do you need and
want in that stove? What will excite you?
• Very compact
• Weight little
• Lights easily
• Very stable
• Operates quickly
• Heats quickly
• No repairs needed
• Can simmer
• Burns long with less weight
• Fuel tanks are refillable
• Gas is readily available
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 19
QFD Methodology
Step 1: Customer requirements
Demonstration case : You are going on a week-long hiking trip. All your
equipment must be carried out on your back. You need a stove to cook
meals in the wireless where no fires are allowed. What do you need and
want in that stove? What will excite you?
• Very compact
• Weight little
• Lights easily: It can be automatic ignition system to delight
customers
• Very stable
• Operates quickly
• Heats quickly
• No repairs needed
• Can simmer
• Burns long with less weight
• Fuel tanks are refillable
• Gas is readily available
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 20
Customer requirements
Very compact
Weight little
Lights easily
Very stable
Operates quickly
Heats quickly
No repairs needed
Can simmer
Burns long with less weight
Fuel tanks are refillable
Gas is readily available
Step 1: Customer requirements
QFD Methodology
What
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 21
QFD Methodology
Relationships
What
(customer
requirements)
C
o
m
p
e
ti
ti
v
e
a
n
a
ly
s
is
Technical
competitive
assessment
Voice of
Engineers
Interactions
Step 1: Customer requirements
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 22
QFD Methodology
Step 2: Competitive analysis
• Prioritize the customer requirements
• How important is this need for a customer?
• How well our company meet this need?
• How well do competitors do?
• Define target
• Define special emphasis
• Weight the customer requirements
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QFD Methodology
Step 2: Competitive analysis
• Prioritize the customer requirements
• How important is this need for a customer?
A rating approach:
• 5: I must have this, I expect it and I would switch brands to get it
• 4: it would be nice to have it, I might switch brands to get it
• 3: I am apathetic about it, it really does not influence my buying
decision at the same of level 5 or 4
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Customer requirements Importance
Very compact 3
Weight little 5
Lights easily 4
Very stable 3
Operates quickly 4
Heats quickly 4
No repairs needed 5
Can simmer 5
Burns long with less weight 5
Fuel tanks are refillable 4
Gas is readily available 3
QFD Methodology
Step 2: Competitive analysis
• Prioritize the customer requirements
• How important is this need for a customer?
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 25
QFD Methodology
Step 2: Competitive analysis
• How well our company meet this need?
• How well do competitors do?
C: Competitor
A rating approach:
• 5: fully meets my needs, exceeds expectations in some cases
• 3: satisfactory, not expectational or a problem or concern
• 1: Unsatisfactory and causes aggravation. A major problem.
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QFD Methodology
Step 2: Competitive analysis
• How well our company meet this need?
• How well do competitors do?
C: Competitor
Customer requirements Importance Customer Evaluation