Akao, Y. Quality Function Deployment: Integrating Customer Requirements into product design, G.H Mazur (trans) Cambridge, M.A: Productivity Press. What is Quality Function Deployment? Description. The Quality Function Deployment (QFD) philosophy was pioneered by Yoji Akao and Shigeru Mizuno. It aims. Nevertheless, the real starting point of QFD was in with the publication of an article by Mitsubishi Heavy Industry and Akao’s first publication in the monthly.

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It aims to design products that assure customer satisfaction and value – the first time, every time. The QFD framework can be used for translating actual customer statements and needs “The voice of the customer” into actions and designs to build and deliver a quality product. Typical tools and techniques used within QFD include:. It has the form of a table, that connects dots between the Voice of the Customer and the Voice of the Engineer.

The House of Quality is used by multidisciplinary teams to translate a set of customer requirements, using market research and benchmarking data, into an appropriate number of prioritized engineering targets to be met by a new product design. The House of Quality is a sort of conceptual map, which provides means to the interfunctional planning and coordination of product improvement and product development.

In a way this method brings the customer needs in the focus to design or to redesign the product and service. In this eeployment the starting point would be the akai needs which are found from any market research survey about the product in question. Primary, secondary and tertiary customer attributes are found. These form the base of the house. Corresponding engineering characteristics are specified which should be in clear measurable terms. Now the interdependencies are mapped which are in the form of the roof of the house.

Accordingly, technical difficulties in achieving the desired changes are calculated. With the help of imputed importance of each characteristic the cost is worked out. Then final targets are set in clear measurable terms. In essence with the help of customer needs, the product is redesigned in clear unequivocal measurable terms.

The final output of the matrix is a set of target values for each technical requirement to be met by the new design, which are veployment back to the demands of the customer. QFD was aimed at delivering products and services that efficiently satisfy customers. One should listen to the “voice of the customer” throughout the product or service development process. Mizuno, Akao and other Japanese Quality Management experts developed the tools and techniques for QFD and organized them into a comprehensive system to assure quality and customer satisfaction in new products and services.


After World War II, statistical quality control had taken roots in the Japanese manufacturing industry. Quality activities were being integrated with techniques that were emphasizing the importance of making quality control a part of business management.

Mizuno and Akao wanted to develop a quality assurance method that would design customer satisfaction into a product before it was manufactured.

Prior quality control methods were primarily aimed at fixing a problem during or after manufacturing. AlaoKiyotaka Oshiumi of Bridgestone Tires in Japan presented a first large scale application, which used a process assurance items fishbone diagram to identify each customer requirement effectand to identify the design substitute quality characteristics and process factors causeswhich are needed to control and measure it.

Inwith the application of QFD to the design of an oil tanker at the Kobe Shipyards of Mitsubishi Heavy Industry, the fishbone diagrams grew unwieldy. Since the effects shared multiple causes, the fishbones could be changed into a spreadsheet or matrix format. The rows were desired effects of customer satisfaction, and the columns were the controlling and measurable causes.

At the same time, Katsuyoshi Deplyoment introduced the Value Engineering principles, which are used to describe how a product and its components work. He expanded this to describe business functions necessary to assure quality of the design process itself. Merged with these new ideas, QFD eventually became the comprehensive quality design system for both product and business process.

Akao to give a QFD seminar in Chicago. Integrating Customer Requirements into Product Design. Special Interest Group members. What Exactly is Quality? Steve Jobs on Dr. Back to the Basics. News about Quality Function Deployment Philosophy. News about Qfd Akao. Videos about Quality Function Deployment Philosophy.

Videos about Qfd Akao. Presentations about Quality Function Deployment Philosophy. Presentations about Qfd Akao. Books about Quality Function Deployment Philosophy.

Books about Qfd Akao. More quallty Quality Function Deployment Philosophy. More about Qfd Akao. Return to Management Hub: All you need to know about management. Advance yourself in business administration and management.

Accelerate your management career. Quality Function Deployment Knowledge Center. About Home Dictionary Encyclopedia Question? Register Log in Help. Translate customer needs into actions and designs to build and deliver a quality product.

What is Quality Function Deployment?

Quality Function Deployment

Typical tools and techniques used within QFD include: To surface the “deep structure” of voiced customer requirements. To discover priorities and root causes of process problems and unspoken customer requirements. To check for missing data and other purposes. For documenting relationships, prioritization and responsibility. Process A,ao Program Diagrams. To analyze potential failures of new processes and services. To prioritize a set of requirements, and to select from alternatives to meet those requirements.

To depict and analyze all the processes which are involved in providing a product or service. The House of Quality contains six major components: A structured list of qualitg derived from customer statements. A structured set of relevant and measurable product characteristics. Illustrates customer perceptions observed in market surveys.


Includes relative importance of customer requirements, company and competitor performance in meeting these requirements. Illustrates the QFD team’s perceptions of interrelationships between technical and customer requirements. Drployment appropriate functiln is applied, which is illustrated by using symbols gunction figures.

To fill this portion of the matrix involves discussions and to build consensus within the team, which can be time consuming. Concentrating on key relationships and minimizing the numbers of requirements are useful techniques to reduce the demands on resources. Technical correlation Roof matrix. Used to identify where technical requirements support or impede each other in the product design.

Can highlight innovation opportunities. Technical priorities, benchmarks and deplogment. The priorities assigned to technical requirements by the matrix. Measures of technical performance achieved by competitive products. The degree of difficulty involved in developing each requirement. Origin of Quality Function Deployment. Usage of the Quality Function Deployment method. Applications To prioritize customer demands and customer needs.

Spoken and unspoken; Translating these needs into actions and designs such as technical characteristics and specifications; and To build and deliver a quality product or service, by qualiyt various business functions toward achieving a common goal of customer satisfaction. QFD has been applied in any industry: Steps in Quality Function Deployment.

Process Typically, a QFD process has the following stages: Derive top level product requirements or technical characteristics from customer needs, using the Product Planning Matrix. Develop product concepts to satisfy these requirements.

Evaluate product concepts to select the most optimal concept, functino the Concept Selection Matrix. Partition the system concept or architecture into subsystems or assemblies, and transfer the higher level requirements or technical characteristics to these subsystems or assemblies.

Akao’s Quality Function Deployment QFD – Knowledge Center

For critical assemblies or parts, derive lower-level product requirements assembly or part characteristics into the process planning. Determine manufacturing process steps that correspond to these assembly or part characteristics.

Based on these process steps, determine set-up requirements, process controls and quality controls to assure the achievement of these critical assembly or part characteristics. Strengths of the Quality Function Deployment model.

Benefits QFD seeks out both “spoken” and “unspoken” customer requirements and maximizes “positive” quality such as ease of use, fun, luxury that creates value. Traditional quality systems aim at minimizing negative quality such as defects, poor service.

Instead of conventional design processes that focus more on engineering capabilities and less on customer needs, QFD focuses all product development activities on customer needs.