Quality Function Deployment

(QFD)
Objective:
The objective of quality function deployment is to evaluate the best product
specification values in a particular customer segment so as to enhance the
value of an existing or new product. QFD employs House of quality as a tool
to set the optimum metric values.

House of Quality
House of Quality is a graphic tool for defining the relationship between
customer desires and the firm/product capabilities. It is a part of the Quality
Function Deployment (QFD) and it utilizes a planning matrix to relate what
the customer wants to how a firm (that produces the products) is going to
meet those wants. It looks like a House with correlation matrix as its roof,
customer wants versus product features as the main part, competitor
evaluation as the porch etc. It is based on "the belief that products should be
designed to reflect customers' desires and tastes". It also is reported to
increase cross functional integration within organizations using it, especially
between marketing, engineering and manufacturing.
In House of Quality there are six sections which are as follows:
1.
Customer Requirement:
In Customer Requirement we listen to our customer what
features, design they want in our product.
2.
Competitive Assessment:
In Competitive Assessment we identify our competitors in the
market and how our product is competing against their product.
We assess our product quality and feature as to our competitors
product.
3.
Design Characteristics:
In order to change the product design to better satisfy customer
requirement we need to translate those requirements to
measureable design characteristics.

4.
Relationship Matrix:
The relationship matrix is where we determine the relationship
between customer needs and the companys ability to meet
those needs.
5.
Trade-off matrix:
In trade-off matrix we find the trade-off which is arising in
product feature. For example: in cell phone example we have
taken there is a tradeoff between QWERTY keyboard and weight
of phone.
6.
Target values:
At target values stage we begins to establish target values for
each design characteristics of our product.

For constructing House of Quality we have selected three products

which are Cellular Phones Sony Ericsson X1 XPERIA, Apple iPhone 3G,
Samsung i900 Omnia.

Our Product

Competitor

Competitor

XPERIA

Product

Product

iPhone

Omnia

Mac OS X v10.4.10

Microsoft Windows
Mobile 6.1 Professional

2 Mega Pixel

5 Mega Pixel

32-bit Samsung
S5L8900 620 MHz
processor

Marvell PXA312 624

MHz processor

128 Megabyte

128 Megabyte

133 gram

122 gram

Yes, with A-GPS support

Yes, with A-GPS support

HSDPA

HSDPA, 7.2 Mbps

Yes

Yes

No

Stereo FM radio with

RDS

Accelerometer,
Proximity & Ambient
light sensor

Accelerometer sensor

Features:
OS:
Microsoft Windows
Mobile 6.1 Professional
Camera:
3.15 Mega Pixel
CPU:
Qualcomm MSM 7200
528 MHz processor
RAM:
256 Megabyte
Weight:
145 gram
GPS:
Yes, with A-GPS support
3G:
HSDPA, 7.2 Mbps;
HSUPA, 2 Mbps
Bluetooth & WiFi:
Yes
Radio:
Stereo FM radio with
RDS
Sensors:
No

Now we will construct the House of quality for these operating systems
according to their features, specification and requirement according to
customer.

Completed House of Quality

Questions:
Q.1 What is the importance of
deployment?
Q.2 Explain the
house of quality.
creating
products.

quality

function
different parts of
How it helps in
competitive

Q.3 Draw the

house of quality
for smartphone
market in 10-15K

segment. Hence explain the successful mobile phone models in this

segment.