© g. a. motter, 2006, 2008 & 2009 illustrated by examples quality function deployment and...

© G. A. Motter, 2006, 2008 & 2009

Illustrated by Examples

Quality Function Deployment

and Selection Matrices

Customer Driven Product Development

© G. A. Motter, 2006, 2008 & 2009

Test & Validate Assess Performance, Reliability, Mfg, ...

OK

Capture & Analyze Voice of the CustomerIdentify Critical Customer Requirements (CCRs) &

Establish System Specifications via QFD1

Design for Manufacturability Minimize Sensitivity to Mfg Variations

Design for Robust Performance Minimize Sensitivity to Design & Operating Variations

Predict Quality

Predict Iterate to Meet Quality Target

Identify System Design Concept Determine System Functionality

Map CCRs to System Functions via QFD2

Develop Detailed DesignMap Functions to Design Parameters via QFD3

OK

Deliver to Customer

Optimizefor 6

Validate

Design

IdentifyCCRs

Define

Define the ProjectBusiness Case, Opportunity Statement, Goal,

Scope and Boundaries

Typical

DFSS

Process

Source: Design for Six Sigma, K. Yang

© G. A. Motter, 2006, 2008 & 2009

House of Quality& Selection MatrixDiscussion Objectives

Understand purpose of each “Room” in the Matrix

Illustrate 7-step approach to HOQ, via example

Identify Critical Customer Requirements (CCRs)

Establish System Level Engineering Specifications

Explain Solution Selection Matrix

© G. A. Motter, 2006, 2008 & 2009

and Solution Selection Matrices?

What are Quality Function Deployment

Tools to assist in data based decision making

System of matrices translating Customer Needs into Engineering Specifications

Tools to reduce design uncertainty

Applied to Product, Service, Process, IT, or Software Designs

© G. A. Motter, 2006, 2008 & 2009

What is a House of Quality?

Graphical representation of the logic flow . . .

Customer Needs

Engineering Design Specifications

1Customer

Requirements(V)

3Characteristic/Measures(how)(I)

Target goals

7Correlation (I)

2

CustomerRating(B) (V)4

Relationships(What vs. How)

(I)

6

5

Imp

ort

anc

e (

V)

How important

Targets/Specs(B)(I)

Technical evaluation (B)

(V) = Comes from VOC information(B) = Comes from Benchmarking information(I) = Comes from Internal Expertise

© G. A. Motter, 2006, 2008 & 2009

1CustomerNeeds

Customer Needs (Room 1)

Objective:

Orderly summation of Customer’s Needs . . .

from Voice of Customer . . .

Collected early in the Identify Phase of DFSS

© G. A. Motter, 2006, 2008 & 2009

Primary Secondary

Willing to answer questions

Treat me nicely

Knows loan procedure

Knows market

Understands my situation

Money when I need it

Application quickly filled out

Don’t make mistakes

Give me the right rate

Friendly staff

Knowledgeable staff

Speed

Accurate

Example: Bank Loan Customer Needs

Source: Design and Management of Service Processes, R. Ramaswamy

Tip: List of needs should be less than 20

© G. A. Motter, 2006, 2008 & 2009

Customer Rating (Room 2)Objectives:

• Document Importance of Customer Needs• 1-5 Rating• Frequency of Response does not

indicate Importance• Plot Customer Perception (opinion) of our

performance and that of Competition• Direct Competitors• “Best In Class” Competitors

2

CustomerRating

Importance

Information comes from Quantitative Voice of Customer

© G. A. Motter, 2006, 2008 & 2009

Example: Customer Rating


1 2 3 4 5

Competition Comparison

Import

Key:

My Bank The Bank Bank One

Willing to answerquestions

Treat me nicely

Knows loan process

Knows market


Money whenI need iit

Application fast to fill out

Don’t makemistakes

Give me theright rate

Friendly Staff

Knowledgeable Staff

Speed

Accuracy

Primary Want Secondary Want

5

3

5

4

3

4

2

4

3

© G. A. Motter, 2006, 2008 & 2009

Design Measures (Room 3)

Objectives:

Translate from “Customer Speak” to “Engineering Design Speak”

Measures (how)3

• Objective Measures that can be conducted during product development

• Ensure Customer Satisfaction© G. A. Motter, 2006 & 2008

© G. A. Motter, 2006, 2008 & 2009

Example: Measures (Room 3)

Source: Design and Management of Service Processes, R. Ramaswamyn


Treat me nice

Knows loan proc.

Knows market

Understandsmy situation





Friendly Staff

Knowledgeable Staff

Speed

Accuracy

Primary Want Secondary Want 1 2 3 4 5 Competition Comparison

Import

Key:


Relationship Matrix

Strong Moderate Weak

Weight 9 3 1

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Target Goals

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© G. A. Motter, 2006, 2008 & 2009

Target goals

7Correlation

Measures Correlation (Room 7)Objectives:

Establish direction of improvement for each Design Measure

• Maximize

• Minimize

• Target a Specification

Determine which Measures are related, and extent of Relationship

Identify Design Conflicts thatlead to compromise or Trade-off

© G. A. Motter, 2006, 2008 & 2009

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Direction of Improvement

Example: Measures Correlation


Facilitation Question:

As I Maximize, Minimize,

or Target (This Measure), do I

help or hurt my ability to

Maximize, Minimize, or

Target (This Measure) ?

© G. A. Motter, 2006, 2008 & 2009

Relationships (Room 4)

4(What vs. How)

Objective:

Establish relationships between Design Measures & Customer Needs

Relationships

Process:

• Use 9 (strong), 3 (moderate) and 1 (weak) . . . rate Relationship between each Measure and Customer Need

• Use Relationship Matrix symbols:

• Calculate score for each cell by multiplying Importance Rating (Room 2) by Relationship Rating

• Add up individual scores for each Measure to determine the “How Important” value

© G. A. Motter, 2006, 2008 & 2009

Example: Relationships (Room 4)


Facilitation Question: As I Maximize, Minimize, or Target _________, what direct positive impact does it have on satisfying ______________?

(Measure)

(Customer Need)


Treat me nice

Knows loan proc.

Knows market






Friendly Staff

Knowledgeable Staff

Speed

Accuracy

Primary Want Secondary Want 1 2 3 4 5 Competition Comparison

Import

Key:


Relationship Matrix


Weight 9 3 1

5

3

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4

3

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2

4

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28 5 133 14 35 27 30 49 46 33 54 27 74 How Important

“Time To Answer Phone” Overall Importance = (3)(5) + (3)(3) + (1)(4) = 28

© G. A. Motter, 2006, 2008 & 2009

Technical Evaluation (Room 5)

5 Technical evaluation

Objective:

Factual picture of how we technically compare to competition:

• Best in class Technology• Innovative technology

© G. A. Motter, 2006 & 2008

© G. A. Motter, 2006, 2008 & 2009

Example: Technical Evaluation (Room 5)

Source: Design and Management of Service Processes, R. Ramaswamyb

Willing To AnswerQuestions

Treat Me Nice

Knows Loan Proc.

Knows Market

Understands My Situation

Money WhenI Need It

Application Fast To Fill Out

Don’t MakeMistakes

Give Me TheRight Rate

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How Important


5

4

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28 5 133 14 35 27 30 49 46 33 54 27 74

1 2 3 4 5 Competition Comparison

Import

Key:


Relationship Matrix


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Friendly Staff

Knowledgeable Staff

Speed

Accurate

Technical Evaluation

© G. A. Motter, 2006, 2008 & 2009

CompletedHouse of QualityExample

Source: Design and Management of Service Processes, R. Ramaswamyn


Treat me nice

Knows loan proc.

Knows market

Understandsmy situation





Tim

e T

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nsw

erP

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Knowledgeable Staff

Speed

Accuracy

+

+

+

+

++-

Target Goals

Target

Technical Evaluation

How Important


5

4

3

2

1

28 5 133 14 35 27 30 49 46 33 54 27 74

1 2 3 4 5 Competition Comparison

Import

Key:


Relationship Matrix


Weight 9 3 1

6 S

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> 1

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© G. A. Motter, 2006, 2008 & 2009

Establish Design Specifications

Establish Targets, Upper Specification Limit (USL), and Lower Specification Limit (LSL) for each Measure in the HOQ

Set Target Values to:• Ensure Customer

Satisfaction• Gain Competitive

advantage

Be sure to document Design Specs in bottom row of HOQ

© G. A. Motter, 2006, 2008 & 2009

Developing Further Houses

Source: The Roadmap to Repeatable Success, B. Bicknell

Design Measures(Hows)

Customer Needs

(Whats)

House of

Quality #1

(Hows)CCRs

(Whats)

House of

Quality #2

Processes(Hows)

Critical Functions

House of

Quality #3

Production Controls(Hows)

Processes

(Whats)

House of

Quality #4

(Whats

)

Functions

CCRs Critical Functions

Critical Processes

© G. A. Motter, 2006, 2008 & 2009

Solution Selection Matrix

Engineering Criteria

Impt. Possible Solutions

S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

© G. A. Motter, 2006, 2008 & 2009




S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

List 8 - 10 possible solutions to your design challenge

• Features of finished design that cut across many full designs

or . . .

• Specific full designs

© G. A. Motter, 2006, 2008 & 2009




S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

List 6 – 12 Engineering Criteria

• Criteria utilized to select solution• Examples:

• User friendly• Maturity of technology• Power requirements• Space • Weight• Speed of response• Hardware Platform – microprocessor, PC• Software – C, Assembly Language

© G. A. Motter, 2006, 2008 & 2009




S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

Importance Rating of each Criteria

• 1 – 5 scale

© G. A. Motter, 2006, 2008 & 2009




S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

Specific Cell Rating . . .

Rate each cell on how well the Possible Solution meets the Design Criteria Strong = 9 points, Moderate = 3 points, Weak = 1 point

Use symbols for ease of understanding

© G. A. Motter, 2006, 2008 & 2009




S 1 S 2 S 3 S 4

Criteria 1

Criteria 2

Criteria 3

Criteria 4

Totals

S2 Total Calculation =

(S2)(ImpC1) + (S2)(ImpC2) + . . .(S2)(ImpCN)

© G. A. Motter, 2006, 2008 & 2009

Defined the purpose of each “Room” in the House of Quality (HOQ)

Illustrated, via an example

Provided algorithm to determine Critical Customer Requirements (CCRs)

Illustrated establishment of System Level Engineering Design Specifications

Defined Solution Selection Matrix

Provided Examples

House of Quality& Selection Matrix

Discussion Summary

© g. a. motter, 2006, 2008 & 2009 illustrated by examples quality function deployment and...

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