Quality Management and Techniques
Designing Quality into Products and Services
• QFD
• (Reliability – extra video – not in the
exam)
• FMEA
Objectives
Discuss Quality Function Deployment (QFD) and
its role in product and service design.
Reliability (not discussed in these slides)
Failure Mode and Effects Analysis (FMEA)
Taguchi robustness principles Next segment
of slides
Quality Is
Conformance to requirements - P. Crosby
Closeness to the target - deviations mean loss to the society
- G. Taguchi
Providing full customer satisfaction at the most economical levels -
A. Feigenbaum
Eight dimensional - Performance, Features, Conformance, Reliability,
Serviceability, Durability, Aesthetics, and Perception - D. Garvin
“Delighting” the customer - Very keen “TQM” people
© MBPF
Modern Definition
Quality is meeting or exceeding customer expectations
Who is the customer?
External customers
Recipients of an output but are not part of the
organization supplying it.
Internal customers
Recipients of another person’s or department’s
output within an organization
Quality of Design & Quality of
Conformance
Quality of design refers to how well product
specifications aim to meet customer requirements.
Quality of conformance refers to how closely the
actual product conforms to the chosen design
specifications.
A product is called “defective” if its cost, quality,
availability, or flow time differ significantly from
their expected values.
© MBPF
Designing Quality into
Products and Services
Must be designed to satisfy and delight the
customer
Design begins with input from the customer
Approaches:
Seven management tools
Quality function deployment
Reliability
Quality Function Deployment (QFD)
Developed in Japan by Professor Yoji Akao
Quality is defined by the customer
Customer’s definition of quality is considered in
the product/service design process and
production process
The House of Quality
Correlations Shows inter-
++ Strong Positive relationships between
+ Positive
0 Negative design reqs.
00 Strong Negative
Design Requirements
Translates
Customer customer reqs. to
Requirements design reqs.
1 2 3 4 5
Shows correlation of
design reqs. with
customer reqs.
Compares design
Target
Values against competitors
Specifications for design reqs.
QFD Example
In the following example, the customer requirement of
value is operationalized for a pizza in terms of meat, cheese,
vegetables, and price. As the quantities of meat and cheese
increase, customer value strongly increases. As the
quantity of vegetables increases, customer value increases.
As price increases, customer value decreases.
The House of Quality
Correlations
++ Strong Positive
+ Positive
0 Negative 00
00 Strong Negative 00
0
0
Design Requirements R = Roger’s Pizza
X = Competitor X-O
Vegetables
DeliveryTime
A = Competitor Ace
Packaging
Customer
Cheese
Meat
(5 is best)
Price
Requirements
1 2 3 4 5
A RX
Value ++ ++ + 00
Taste ++ ++ ++ 0 + A R X
00 ++ R X A
Delivered Hot
30 min. maximum
20 gms./sq. in.
$2.99 for Large
25 gms ./ sq .in.
Insulated box
Fresh daily
Target
Values
QFD-Four-phased Approach
Uses a series of stages to translate customer
requirements into:
Parts characteristics
Key process operations
Production equipment settings
QFD-Four-phased Approach
Reliability
(following in the extra video – not required
in the exam)
Key part of design process
The probability the product or service will perform
without failure
3 dimensions of reliability
Probability
Will perform on a given trial
Will last for a given length of time
Definition of failure
Prescribed operating conditions
Risk Assessment Tools and Risk
Prevention
Failure Mode and Effects Analysis
Used to examine a product at the system or subsystem
levels
Can be expanded to include:
Safety
Effect on downtime
Access
Repair planning
Design changes
FMEA Ratings
Engineers must rate the following:
SEV: The severity of the failure mode. Assigned a value
between 1 & 10, where 10 is the most severe
DET: The detectability of the failure mode. Assigned a
value between 1 & 10 with 10 being the most difficult to
detect
OCC: Probability of occurrence (Relative Failure Rate) of
the failure mode. Assigned a value between 1 & 10, where
10 is the highest probability/failure rate
The Risk Priority Number (RPN) can then be
assigned to each failure mode. The relative
importance of each failure mode is represented by
its RPN number, where RPN = SEV*OCC*DET.
Failure modes are then sorted by RPN number to
identify and prioritise the issues that should be
addressed as potential improvements
Failure Example: ATM
Source: American Society for Quality (ASQ) website: [Link]
Car headlight system (example in
another video)
Summary
QFD
Reliability
FMEA
Further Readings:
Chapters 16, 18 from the book “Managing
Quality” by Dale. Van der Wiele & van Iwaarden,
5th ed.
Chapter 9 from the book “The Fundamentals of
Quality Management” by D.F. Kehoe.