EXPERIMENT No.

TITLE: Case study on Quality Function Deployment.

AIM: To study and learn about the Quality Function Deployment.

OBJECTIVES:

• Quality Function Deployment

• Product Development
• House of Quality

INTRODUCTION:
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 measureable 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.

BENEFITS OF QFD:
• Customer Focused: QFD methodology places the emphasis on the wants and needs of
the customer, not on what the company may believe the customer wants. The Voice of
the Customer is translated into technical design specifications. During the QFD process,
design specifications are driven down from machine level to system, sub-system and
component level requirements. Finally, the design specifications are controlled
throughout the production and assembly processes to assure the customer needs are
met.
• VOC Competitor Analysis: The QFD “House of Quality” tool allows for direct
comparison of how your design or product stacks up to the competition in meeting the
VOC. This quick analysis can be beneficial in making design decisions that could place
you ahead of the pack.
 • Shorter Development Time and Lower Cost: QFD reduces the likelihood of late design
changes by focusing on product features and improvements based on customer
requirements. Effective QFD methodology prevents valuable project time and
resources from being wasted on development of non-value added features or functions.
• Structure and Documentation: QFD provides a structured method and tools for
recording decisions made and lessons learned during the product development process.
This knowledge base can serve as a historical record that can be utilized to aid future
projects.

METHODOLOGY:

The Quality Function Deployment methodology is a 4-phase process that encompasses

activities throughout the product development cycle. A series of matrices are utilized at each
phase to translate the Voice of the Customer to design requirements for each system, sub-
system and component. The four phases of QFD are:
1. Product Definition: The Product Definition Phase begins with collection of VOC and
translating the customer wants and needs into product specifications. It may also
involve a competitive analysis to evaluate how effectively the competitor’s product
fulfills the customer wants and needs. The initial design concept is based on the
particular product performance requirements and specifications.
2. Product Development: During the Product Development Phase, the critical parts and
assemblies are identified. The critical product characteristics are cascaded down and
translated to critical or key part and assembly characteristics or specifications. The
functional requirements or specifications are then defined for each functional level.
3. Process Development: During the Process Development Phase, the manufacturing and
assembly processes are designed based on product and component specifications. The
process flow is developed and the critical process characteristics are identified.
4. Process Quality Control: Prior to production launch, the QFD process identifies critical
part and process characteristics. Process parameters are determined and appropriate
process controls are developed and implemented. In addition, any inspection and test
specifications are developed. Full production begins upon completion of process
capability studies during the pilot build.

House of Quality (HOQ):

A house of quality (HOQ) involves collecting and analyzing the “voice of the customer,” and
it is a key part of the Quality Functional Deployment technique. It is used to define the
relationship between customer desires and the product or company’s capabilities.

Step 1: Customer Requirements – “Voice of the Customer”

The first step in a HOQ is to determine the market segments and identify prospective customers.
The team collects customer requirements and rates them on a scale of 1 to 5, with 5 being the
most important and 1 being the least. Then they calculate the relative importance.

Step 2: Technical measures

Product requirements or technical characteristics are aligned with the voice of the customer.
This step can be quite difficult as it involves people working in groups to skim out the variables
that may affect the customer requirement factors the most. Parameters should be meaningful,
measurable, and global.

Step 3: Roof / Correlation Matrix

The triangular “roof” matrix of the House of Quality is to identify how the design requirements
interact with each other. It helps the designers in the next phase of the QFD project. The
triangular matrix looks like a house with a roof. The interrelations are rated strong positive as
“+ +,” whereas strong negative as “- -“and blank for no interrelation.
Step 4: Relationship Matrix

Develop a correlation between customer requirements (or the voice of customer) and the design
characteristics or technical requirements. Decide the symbols that you want to use to describe
the grades you want. These should be consistent and easy to understand.

The ranking system use is a set of symbols for strong, medium, and weak relationships. Each
of the symbols represents a value of 9 for strong, 3 for medium, and 1 for weak.

Step5: Importance Rating

The Importance Rating is the result of calculating the total sum of each column when multiplied
by the customer importance factor. It helps to determine where to assign the most resources.
Then, calculate the percentage of importance.

Step 6: Competitive Evaluation

Competitive Evaluation helps to understand competitor products that fulfill customer

requirements. It is a good idea to ask customers how the product or service rates are in relation
to the competition. Use surveys, customer meetings, or focus groups/clinics to obtain feedback.
Measure the satisfaction on a scale of 1 to 5, where 1 is highly dissatisfied and 5 is highly
satisfied.

Identify more specific target values for technical specifications to satisfy the VOC. This section
helps appropriate teams within the origination to develop next-level QFD.
Case Study 1

The purpose of this study is to develop the quality of automotive battery products that meet
consumer needs by using Quality Function Deployment (QFD) method. The application is then
analyzed and its results produced a proposal for product development according to the weight
and priority development on product attributes that are considered important by customers.
There are two main priorities that are most desired by customers, among others for improving
the quality of products maintenance free battery in automotive battery industry with quality
function deployment according to consumers. Consumers need a car battery with a good
durability and great performance, low price, and environment friendly features, which can be
achieved by using absorbent glass mat and expanded machine technology. Based on relative
weight in House of Quality, Ab-sorbent Glass Mat receives the highest percentage of technical
priority that is equal to 31% whereas technology expanded gets the second highest percentage
of technical priority that is equal to 19%. It means that both technologies are more important
to develop this product. Therefore, the maintenance free battery products are expected to be
attractive for consumers and extensive marketing.

Case Study 2:

In this paper QFD apply to develop a design and development procedure for a product
like a Impeller. In QFD projects involving designing existing products, the WHAT's i.e.
customer needs are collected and processed just as though the product were new.
However, the HOW's i.e. technical needs are collected by the experts' advice . Target
values are connected to the house of quality. The relationship matrix is done, and the
"HoQ" matrix is analyzed. From this analysis we conclude the eight most important
parameter and those are consider to modification for improvement in design, these
parameter are," Regulate uniform flow of oil through impeller vanes, Holes, Thickness
of vanes, Draft angle& no. of vanes, Constant RPM to motor, Cost, Total life span (hrs.),
Less energy consumption”. On the improving upon "Eight" important engineering
characteristics, we get a design of Impeller that will meet the requirements of customers.

CONCLUSION:

After taking reference from the above two case studies, the QFD for a thermos bottle is
as follows:

Customer Requirements:

Thermal insulation: The thermos bottle should keep hot or cold beverages at their
desired temperature for an extended period of time.

Durability: The thermos bottle should be able to withstand daily wear and tear, as well
as accidental drops and impacts.

Leak-proof: The thermos bottle should be designed to be leak-proof, preventing any

spills or leaks that could damage clothes, electronics, or other items.

Easy to use: The thermos bottle should be easy to open, close, and pou r, with a simple
and intuitive design.

Technical Requirements:

Vacuum insulation technology: The thermos bottle should be designed with vacuum
insulation technology that provides maximum thermal insulation for hot or cold
beverages.

Stainless steel construction: The thermos bottle should be constructed with high-quality
stainless steel that is durable and resistant to corrosion.

Double-wall construction: The thermos bottle should be designed with a double -wall
construction that provides additional thermal insulation and durability.

Screw-on cap: The thermos bottle should have a screw-on cap that is leak-proof and
easy to open and close.

Engineering Characteristics:

Vacuum chamber: The thermos bottle should have a vacuum chamber that provides
maximum thermal insulation for hot or cold beverages.
18/8 stainless steel: The thermos bottle should be constructed with 18/8 stainless steel,
which is durable, corrosion-resistant, and non-reactive.

Double-wall vacuum insulation: The thermos bottle should have a double-wall vacuum
insulation that provides superior thermal insulation and durability.

Leak-proof screw-on cap: The thermos bottle should have a leak-proof screw-on cap
that seals tightly to prevent spills or leaks.

By incorporating these technical requirements and engineering characteristics, the

thermos bottle can be designed and produced to meet the customer requirements and
provide a high-quality product that satisfies their needs and expectations.