Nós só podemos ver um pouco do futuro, mas o suficiente para perceber que há o que fazer. - Alan Turing
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What Is Quality Function Deployment QFD

It has been demonstrated that the QFD methodology can be successfully applied in a new product development process. Although this study focused on the production of HFCV, the QFD methodology presented could serve as a powerful reference to the development of a new product of any kind. It is crucial for any organization to understand their customers’ requirements and service expectations as they represent implicit performance standards used by the customers in the assessment of service and product quality. A significant relationship between the relative quality, as perceived by the customers, and the organization’s profitability has been shown. The opportunities to apply QFD in service and business sectors are rapidly expanding. QFD has been used to enhance a wide range of service aspects in healthcare, chemical, and telecommunications industries as well as the typical product design applications.

Conducting periodic workshops on writing resumes and cover letters, interviewing, business ethics, and professionalism would increase student knowledge and improve their professional skills. Conducting frequent mock interviews would equip students with practical experience that could help them to perform better in interviews. The following section of this paper will outline a standard generic methodology for conducting a QFD analysis, which includes obtaining the VOC and translating it into meaningful data using an HOQ.

Why is QFD Important?

•The process of establishing the relationships between the rows and columns of a matrix is generally subjective. The four stages of QFD systematically ensure that the customer needs are translated into products that meet the needs, can be economically manufactured and validated as meeting the needs. It starts with the voice of the customer, which becomes the basis for setting requirements. The quality function deployment is the task of design engineers; however, the efforts of all the departments are required to implement it successfully. The above diagram gives an overview of the different sections of a house of quality matrix. However, QFD is not applicable in case of products which have a new concept and introduced in a new market (i.e., first of its kind products).

quality function deployment

A technical matrix was constructed to form the foundation of the HOQ. This matrix addresses the direction of improvement, target values, the final weights of service and quality characteristics, and the level of difficulty to reach the target values. The direction ofimprovement indicates the type of action needed to ensure that the service characteristics are sufficient to make the service competitive; this direction is typically indicated below the roof of the HOQ. Quality Function Deployment functions such as House of Quality are used on consumer products to identify and manage design trade-offs. It involves studying customer requirements, which can take many forms. For example, a marketing survey that has been targeted towards a certain marketing group is a way to study customer requirements.

Organized way to gather input from your customers

(In our House of Quality example, “size” has a 4% customer importance rating and a 9 relationship score, so the total would be 0.36.) Add those totals together for the importance rating. As you can see, each aspect of the QFD is pointed toward the same “north star”—what your organization understands as your customers’ needs, based on feedback from surveys, focus groups, interviews, etc. Those customer needs are the directions your organization must follow to develop a successful product. Quality function deployment is a methodology created in response to this problem. It’s focused on providing a clear framework for addressing customer needs, beginning with a matrix called the House of Quality.

quality function deployment

The house of quality matrix also promotes the discovery of features that complement each other. Along the way, it can help discover areas where your customer has an unmet need from you and your competitors. It was later adopted by other companies including Toyota and its supply chain. 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.

History of QFD

This work sought to identify expectations of the students and the measures necessary to meet them. Here, SERVQUAL was applied to identify the key customer needs and requirements. Table 4 presents the SERVQUAL dimensions and their definitions as they relate to their application to the COC case study. This case study integrates quality function deployment and SERVQUAL to evaluate a university career opportunities center and recommends service standards to increase its benefits to students. A university COC seeks to bridge the gap between students and employers.

quality function deployment

Focusing consistently on customer desires, QFD ensures these are always considered during both the design process and various quality assurance milestones throughout the entire product lifecycle. In today’s competitive market, creating customer-centric products is more important than ever. https://www.globalcloudteam.com/ is a methodology designed to help organizations achieve this by prioritizing the voice of the customer throughout the product development process. The customer requirements are simply fed into the rows and the design requirements fed into the columns. The relationships are recorded in the relationship L-matrix and the interactions recorded in the Roof-matrix. Additional details on competitor and technical details are optional and can be added as desired.


Although there is a good bit of work in developing and building your QFD, the benefits of having all of the elements of your design process in a series of easy-to-read diagrams is well worth the work and effort to develop it. Cellular internet of things products are widely accessible and easy to design thanks to standard cellular modem modules and transceiver components. Research shows that 42% or more of Japanese companies have adopted QFD to improve their quality, however, it is not widely practiced in the USA compared to Japan.

  • Let’s walk through the process of putting together a House of Quality using a QFD example for a company building a new smartphone.
  • Consistent application of the QFD tools results in products that are relevant to customers.
  • Without a clear understanding of the customer’s pain points, the development process can become bloated, misguided, or simply doomed from the start.
  • Perhaps more paint was specified or more sealer, but the rust problem remained when the product was delivered to the customer.
  • It is crucial for any organization to understand their customers’ requirements and service expectations as they represent implicit performance standards used by the customers in the assessment of service and product quality.
  • This step analyses the dependency of the engineering specifications with each other.
  • Whereas, in the case of the common 10-point system, the average weighing factor given by the customer is 8,9 or 10.

Also, XYZ helmet’s outer shell is considered to be of premium quality and robust build. The right side of the matrix provides a comparative study by listing the customer preference ratings for the brands in terms of individual requirements. QFD is a process of bridging the gap between where we stand and what we aim at, by providing target values and competitive analysis. It’s fine to develop a stretch product or process, but trying to hit the ball out of the park and create the world’s next best thing may not be realistic or cost-effective. It is important to rank the relative technical position of the existing product. Also, it helps to identify the target levels of performance to be achieved in a new product.


Create a manufacturing process flowchart and document process parameters . For example, if requirement is that product should be portable, then characteristics could be light-weight, small size, compact, etc. Involves benchmarking – comparing product’s performance with competitor’s products. The QFD method makes the work-flow less adaptable to changing customers demands. The QFD method becomes more costly and complex when the demands of the customers are changing.

quality function deployment

All of these functions must work together in a collaborative manner to accomplish the goal of providing a great product for your customer. QFD was developed in Japan by Yoji Akao in about 1966 while working for Mitsubishi. Toyota and other auto manufacturers started using the approach later on. Store all of your libraries and design data in one secure, accessible, and version-controlled space. Collection of large-scale customer information and data and its compilation.

What is quality function deployment (QFD)?

The process to complete this matrix is similar to that illustrated for QFD1. However, the meaning of the matrix is significantly different, as the QFD2 matrix focuses on translating functions into physical components. •The importance of the customer requirements is specified in the column after the customer requirements. Although this experience was related to the use of QFD, it also holds for similar methods. For VA it is already difficult to imagine how at all this method could apply to materials, as there are no parts in the material, while the method is based on the assumption that there are. This limits the freedom of designers to ‘play with’, relationships between the physical nature and the functional nature substantially.

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