MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022
CONCURRENT PRODUCT & PROCESS
DEVELOPMENT
MANF9544 2022 Term 1
Lecturer: Dr. Shiva Abdoli (s.abdoli@unsw.edu.au )
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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 5
• 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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 6
• Constructs series of matrices to propagate critical customer requirements
through the product life cycle
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 7
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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 10
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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 11
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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 12
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.
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 17
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?
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 18
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
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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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 23
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
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 24
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.
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 26
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
US C 1 C 2
Very compact 3 3 3 5
Weight little 5 3 3 4
Lights easily 4 5 2 3
Very stable 3 3 5 3
Operates quickly 4 4 1 4
Heats quickly 4 3 5 3
No repairs needed 5 5 3 4
Can simmer 5 3 1 5
Burns long with less weight 5 2 4 3
Fuel tanks are refillable 4 1 5 5
Gas is readily available 3 3 5 3
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 27
QFD Methodology
Step 2: Competitive analysis
SP=Sales Point
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 28
QFD Methodology
Step 2: Competitive analysis
▪ Prioritize the customer requirements
▪ Define a target for each requirement
• Scale 1-5: low to high
• Target is the level of improvement that the company would like
to have after the new product is introduced
C: Competitor
Ratio of improvement: Target/US
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 29
Customer requirement I CE
T
a
rg
e
t
R
a
ti
o
US C 1 C 2
Very compact 3 3 3 5 3 1
Weight little 5 3 3 4 4 1.3
Lights easily 4 5 2 3 5 1
Very stable 3 3 5 3 3 1
Operates quickly 4 4 1 4 4 1
Heats quickly 4 3 5 3 3 1
No repairs needed 5 5 3 4 5 1
Can simmer 5 3 1 5 5 1.7
Burns long with less weight 5 2 4 3 4 2
Fuel tanks are refillable 4 1 5 5 5 5
Gas is readily available 3 3 5 3 3 1
QFD Methodology
Step 2: Competitive analysis
▪ Define a target for each requirement
I: Importance
CE: Customer
Evaluation


MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 30
QFD Methodology
Step 2: Competitive analysis
▪ Prioritize the customer requirements
▪ Define a target for each requirement
▪ Define special emphasis
• Sales point
• None: 1
• Possible 1.2
• Strong: 1.5
I: Importance
CE: Customer
Evaluation
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 31
Customer requirement I CE
T
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rg
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t
R
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ti
o
S
a
le
s

p
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in
t
US C 1 C 2
Very compact 3 3 3 5 3 1 1
Weight little 5 3 3 4 4 1.3 1.5
Lights easily 4 5 2 3 5 1 1.5
Very stable 3 3 5 3 3 1 1
Operates quickly 4 4 1 4 4 1 1.2
Heats quickly 4 3 5 3 3 1 1
No repairs needed 5 5 3 4 5 1 1
Can simmer 5 3 1 5 5 1.7 1.2
Burns long with less weight 5 2 4 3 4 2 1.5
Fuel tanks are refillable 4 1 5 5 5 5 1
Gas is readily available 3 3 5 3 3 1 1
QFD Methodology
Step 2: Competitive analysis
• Special emphasis: Sales point
• None: 1, Possible 1.2, Strong: 1.5
I: Importance
CE: Customer
Evaluation
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 32
QFD Methodology
Step 2: Competitive analysis
▪ Prioritize the customer requirements
▪ Define a target for each requirement
▪ Define Special emphasis
▪ Weight the requirement
SP=Sales Point
Weight: Ratio ☓ Importance ☓ Sales Point
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 33
QFD Methodology
Step 2: Competitive analysis
• Weighting the requirement
Example calculation: 1.3×1.5=9.8
SP=Sales Point
Customer requirement I
CE
T
a
rg
e
t
R
a
ti
o
S
P
W
e
ig
h
t
US C 1 C 2
Very compact 3 3 3 5 3 1 1 3
Weight little 5 3 3 4 4 1.3 1.5 9.8
Lights easily 4 5 2 3 5 1 1.5 6
Very stable 3 3 5 3 3 1 1 3
Operates quickly 4 4 1 4 4 1 1.2 4.8
Heats quickly 4 3 5 3 3 1 1 4
No repairs needed 5 5 3 4 5 1 1 5
Can simmer 5 3 1 5 5 1.7 1.2 10.2
Burns long with less weight 5 2 4 3 4 2 1.5 15
Fuel tanks are refillable 4 1 5 5 5 5 1 20
Gas is readily available 3 3 5 3 3 1 1 3
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 34
QFD Methodology
Step 2: Competitive analysis
SP=Sales Point
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 35
QFD Methodology
Step 3: Voice of the Engineer
• Translation of subjective customer requirement to
technical/engineering performance measures; engineering
parameters
• At least one engineering parameter should be defined for each
customer requirement
• Number of engineering parameters should not be too many; less
than 30
SP=Sales Point
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 36
QFD Methodology
Step 3: Voice of the Engineer
Demonstration case
Technical parameters
• Volume in cubic centimetres
• Weight in ounces
• Time to light the stove in still air at 40F
• Noise level in decibels
• Average boiling time of water at 70F in covered pot, in still air at sea
level
• Fuel capacity
• Burning time of fuel in container at maximum flame
• Quarts of water boiled per point of fuel
• Number of refills possible per container
• Number of outlasts intentionally available that sell the fuel
SP=Sales Point
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 37
QFD Methodology
Step 3: Voice of the Engineer
Customer requirement I
CE
T
a
rg
e
t
R
a
ti
o
S
P
W
e
ig
h
t
US C 1 C 2
Very compact 3 3 3 5 3 1 1 3
Weight little 5 3 3 4 4 1.3 1.5 9.8
Lights easily 4 5 2 3 5 1 1.5 6
Very stable 3 3 5 3 3 1 1 3
Operates quickly 4 4 1 4 4 1 1.2 4.8
Heats quickly 4 3 5 3 3 1 1 4
No repairs needed 5 5 3 4 5 1 1 5
Can simmer 5 3 1 5 5 1.7 1.2 10.2
Burns long with less weight 5 2 4 3 4 2 1.5 15
Fuel tanks are refillable 4 1 5 5 5 5 1 20
Gas is readily available 3 3 5 3 3 1 1 3
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 38
QFD Methodology
Step 4: Relationships
▪ The effect of technical requirement on customer requirement satisfaction
▪ Strong
▪ Moderate
▪ Weak
▪ No relationship: blank
▪ Direction of change to increase customer satisfaction
▪ All customer requirements and technical requirements should have at
least one symbol (preferably a strong/moderate)
More Less Definite
Value
On the
high side
On the
low side
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 39
QFD Methodology
Step 4: Relationships
▪ Demonstration case
▪ No technical requirement was related to the ‘can simmer’
▪ New parameter is defined
▪ Maximum boiling time with the minimum flame
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 40
QFD Methodology
Step 4: Relationships
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 41
QFD Methodology
Step 5: Technical comparison
▪ Validation of the defined relationships with test data
▪ Comparing technical parameters with competitors
▪ Define the importance of technical parameters
▪ Defining targets for technical parameters
Technical parameter Importance=σ=
= ×
R: total number of customer requirements
: importance weight of the rth customer requirement
r: customer requirement
:the strength of the relationship between the technical
parameter and
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 42
• Demonstration case
• Volume importance: 9×3+3×9.8+1×15=71
71 96 59 43 81 133 178 135 180 27 92
QFD Methodology
Step 5: Technical comparison
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 43
QFD Methodology
Step 5: Technical comparison
▪ Validation of the defined relationships with test data
▪ Comparing technical parameters with competitors
▪ Define the importance of technical parameters
▪ Defining targets for technical parameters
▪ Customer Importance Ratings
▪ Number of Complaints
▪ Customer Competitive Evaluation
▪ Strength of Relationships
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 44
QFD Methodology
Step 5: Technical comparison
▪ Demonstration example
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 45
3 3 5 4 5 5 5 5 1 3 1
4 3 1 1 4 4 3 3 5 5 3
2 3 3 4 5 2 3 3 5 5 5
71 96 59 43 81 133 178 135 180 27 92
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targets for technical
parameters
Comparing technical
parameters with competitors
Importance of
technical
parameters
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 46
QFD Methodology
Step 6: Interactions
▪ Analysis of the technical trade-off
▪ This correlation is shown in the roof of the house of quality
▪ If one technical feature is improved
▪ If there is a strong possibility that another also improve, then there
is a strong positive correlation between these two technical
parameters.
▪ If there is a possibility that another also improve, then there is a
positive correlation between these two technical parameters.
▪ If there is a strong possibility that another gets worse, then there is
a strong negative correlation between these two technical
parameters.
▪ If there is a possibility that another gets worse, then there is a
negative correlation between these two technical parameters.
▪ If it is not impacted; there is no correlation. Blank
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 47
Step 6: Interactions
Demonstration example
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 48
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 49
Technical
Information
Section
Customer
Information
Section
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 50
• Identifying Priority Items in the Product Planning Matrix
– Two important questions:
1. How do we use this information to improve customer
satisfaction?
2. Where can we best use the limited resources?
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 51
Analyse and Choose Priority Items
▪ Check the matrix
1. Blank rows and blank columns
2. Customer/Technical assessment conflicts
3. Technical requirements with large # of relationships with negative
correlation
4. Find the interaction between important customer requirements,
important technical parameters, and their correlation
• E.g. One technical requirement may improve one customer
requirement but worsen another important customer requirement
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 52
• Parts deployment (not in the assignment)
• Cluster the technical parameter associated to the high priority customer
requirement
• Fuel tank is refillable
• Number of outlets
• Develop detail design specifications for the technical parameter with same
QFD approach: Moving more from external to internal customers
QFD Methodology
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 53
• Parts deployment (not in the assignment)
• Pugh matrix for Concept Selection
QFD Methodology
Current solution
(current design
#)
Alternative 1
( Design one; +#1 with
milling process )
Alternative 2
(#2+with plastic outlet
and injection moulding)
Fuel tank is
refillable
+1 +2
Cost -
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022 54
Summary
• The importance of product development system such as QFD
• Basic concept of QFD and benefits of using QFD
• How QFD is applied to product planning
• Detail description of how to complete “House of Quality” for
product planning matrix
– Customer information matrix
– Technical information matrix
– Analysis of the matrix for choosing priority items
• Deployment of priority customer requirements in the product
planning matrix to a part planning matrix
• At this point, specialist input required to identify critical part/design
requirements
MANF 9544, Concurrent Product & Process Design , By S. Abdoli, 2022
Questions?