Conjoint Analysis 1996
Conjoint Analysis - A Useful Tool in
the Design Process by Professor Bo Bergman, Fredrik Ekdahl, and Anders
Gustafsson of Linköping University (Sweden). This paper presents conjoint
analysis as a tool to help elicit customer's priorities. It illustrates a
possible work flow for conjoint analysis and provides an example of the
information collected.
Reposable Medical Device Development
- Creatively Meeting Customers' Needs (Applied Conjoint Analysis & QFD)
by George J. Marcel, Heidi Youngkin, and Bob Anthony of Guidant - Origin Medsystems,
Inc. (USA). This case study provides the initial results on integrating
marketing and quality tools in a medical device application - a reposable
(partially reusable, partially disposable)
instrument used in Minimum Invasive Surgery. It addresses how use of combined
disciplines can provide an improve product that meets or exceed the customer
requirement in quality, cost, and timing.
Construction 1996
QFD in Building Design by Petri Laurikka, Antti Lakka, and Mikko
Vaino of VTT Building Technology (Finland). Rapid and quality completion of
buildings tailored to individual needs of customers is setting new challenges
to methods of building design. Success in temporary project organizations may
require systematic working procedures and appropriate tools. This paper
reports three
construction projects that applied QFD as a team decision-making tool to
listen to the voice of the customer to achieve common understanding,
consensus, and commitment in design objectives and design solutions. The depth
in which QFD was applied followed the tradition of the construction industry -
"quick and dirty." Nevertheless, the result were encouraging: QFD provided a
systematic method for the analysis of the customer demands. Each case project
resulted in several design changes that were appreciated.
QFD on a Construction Project Process for a Multi-compartment Silo
by Luiz Roberto Prates of M. Roscoe S.A. Engineering (Brazil).
This paper reports a construction project of a multi-compartment silo for a
cement industry that used the QFD processes. The main objective was to assure
quality as well as reduction in project time and cost. The project team was
composed of a civil construction company, project office, mechanical assembly
company, and the cement company (the client). The relationship among the
phases of civil construction methods, control parameters, mechanical assembly,
and the silo project quality characteristics were analyzed. New solutions and
execution methods were developed.
QFD in Building Construction
by Syed M. Ahmed and Roozbeh Kangari of The Hong Kong Polytechnic University (Hong Kong) and Roozbeh Kangari of the Georgia Institute of Technology (USA). This paper
proposes a QFD model for construction industry which consists of: 1) Client
Requirements Diagram that identifies the top, intermediate, and basic client
satisfaction events; 2) Responsibility Matrix which identifies clients,
architects/engineers, and contractors responsibilities; and 3) Quality Charts
based on the necessary and sufficient conditions required for quality work in
planning, design, and construction. The model can be applied to keep track of
the interdependencies and interrelationships of different parties involved in
the industry. By closely monitoring these complex and often grey areas of
responsibilities, a continuously improving process can evolve, ultimately
resulting in increased client satisfaction.
Design of Experiments 1996
QFD Implementation in DOE by
Dr. Eli A. Glushkovsky of TelRad (Israel ). At the stage of DOE planning, QFD
may successfully provide: Cause-and-Effect Diagram analysis, selection of
appropriate factors and number of actor levels, choice of DOE type and
resolution. At the state of DOE execution, advanced QFD makes it possible: 1)
to create visual models based on expert rules such as "if factor A is high,
then responsive variable is low"; 2) to apply thee models for "what-if"
simulation and optimization.
Electronics 1996
Product Development System Using QFD
and Other Methods at Kinpo Electronics by Jyh-Ren Yang and Chen Hsiu
Li of the China Productivity Center (Taiwan). Kinpo Electronics, one of
the world's leading manufacturer of calculators and facsimile machines, used
QFD to construct a product development system of their own that would connect
related activities through their 28 departments as well as shorten the product
development cycle.
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Improvement of Memory Product Development System Through Quality Function
Deployment by Ju-myoung Lee, Semiconductor Business, Samsung Electronics Co., Ltd.
Samsung began QFD in 1994. In the second application project, a small
cross-functional team was composed to complement the development system of the
memory products and to reduce the development time through defining the
requirements for product development and systematizing QA activities. This
paper presents a Comprehensive QFD project within the Samsung Semiconductor
Business.
Food 1996
Exploring a New Market for Sausage
Using QFD by Francisco M. Ormenese, et al of Sadia Concórdia (Brazil).
This study was to develop a new fresh pork sausage for the southern areas of
Brazil. Through qualitative consumer research and supermarket supervisors
direct interview, consumer and market needs were identified. Good
understanding of these needs simplified prototype development. The
quantitative consumer research found the newly developed prototype obtained
superior performance in comparison with the product of the main competitor.
The consumer voice was efficiently translated to the QC process chart using
QFD methodology.
Food Product Upgrade Using QFD
by Ioanis Athanase Sarantópoulos et al of of Sadia Concórdia (Brazil).
Sandia,
the largest meat processor in Brazil, used QFD to regain market share, reduce
costs and improve intrinsic quality of the product as perceived by the
consumer. The conceptual model was developed viewing the production flow
process from downstream to upstream, starting with the quality characteristics
of raw materials, followed by quality characteristics of auxiliary raw
materials, of intermediate products, and finally , of the finished product.
The final response of consumers after launching the product clearly indicated
fulfillment of the proposed goals and the benefits of QFD method for the
company.
Bagel Sales Double at Host Marriott with QFD
by Glenn Mazur of Japan Business Consultants, Ltd. (USA). Three recent
trends have lead to changes in the way travelers view airport food: 1)
Healthier and lighter food; 2) more women travelers; and 3) fewer on-board
meals being served. Host Marriott, which operates 70% of the U.S. airport food
and beverage market, wanted to assure that its product offering were keeping
up with customer demands. What they discovered was that their traditional
approach to new product and service development was penny profit driven and
not customer focused. QFD was employed to make quality and customer
satisfaction more important. Within one month of completion, sales doubled.
General Industry 1996
The Keys to Successful Selling of
QFD: Helping Management Choose to "Do QFD" by Diworth Lyman of
Viewpoint & Understanding Enhancement (USA). Successful use of QFD
on a company-wide basis requires a significant commitment of resources. This paper addresses the issue of
getting management buy-in to QFD by selling QFD as a solution, not just a new
technology.
Strategies to Implement QFD in the
Basque Country of Spain by Mikel Sorli and Alberto Gomez Telletxea of
LABEIN (Spain). The implementation of QFD in Spain, and in particular in the
Basque Country has been slow and without the expected successes. A new
strategy based on the synergy between Quality Assurance System ISO 9000, is
doing the QFD process backwards, starting with manufacturing and ending with
the House of Quality or A-1 Matrix. At first look, this flow is completely
opposite to the current view of QFD, but the reason is found in the early
beginnings of QFD.
Customer and Product Profiling in the
"Fuzzy Front End" by M. Larry Shillito of Kodak (USA).
Company and customer focus are too often lacking in the front end of the
commercialization process. This causes significant downstream course
corrections which increase unit manufacturing cost, extended cycle time, and
offset the balance between company and customer needs. This paper proposes the
Customer Profile and Product Profile, two front-end, macro-level converging
tools to focus product and projects, that can can be applied before
application of QFD, to reduce mid-stream design engineering process changes.
How to Connect Technology Seeds to
Customer Needs by Dr. Kozo Koura of Asahi University (Japan).
"Seeds" is defined here as a material or technology that was developed based
on the social and technological trend forecast (anticipated needs) or in the
course of R&D. This research paper discusses "Seeds-derived QFD," a focus of a
research committee at the Japanese Union of Scientists and Engineers since
1988.
Conflict Management in Design
by Stephan Jacobs and Michael Gebhardt of Ericsson Eurolab Deutchland
(Germany). Conflicts are not necessarily destructive. They motivate,
stimulate, and initiate improvement. Effectively managed, conflicts are a
necessary precondition for creativity. This paper presents a conflict
management theory and a toolkit for conflict management support that are based
on the QFD principles.
Product Differentiation Through QFD
by R obert H ales of P
roA ction D
evelopment, Inc. (USA). QFD teams should
use QFD to create product differentiation by avoiding certain failures. This
paper discusses the benefits and how to use QFD in product development to
create differentiation from competitors.
Why QFD Fails and What to Do About It
by Gershon Blumstein, EDS. Many individuals would like to view
QFD as just another management fad. This paper proves that this perspective is
seriously flawed. As a methodology to support Concurrent Engineering, QFD is
even more critical than it was originally introduced in North America. This
paper explains the common mistakes that organizations make in implementing QFD
and provides guidance to avoid those mistakes.
Integration of Total Quality Methodologies with Simultaneous Engineering
Concepts in a Comakership Frame by Mikel Sorli and Alberto Gomez of LABEIN
(Spain). This paper is on the importance of rapid reaction to market
requirements and meeting or exceeding customer expectation and reducing lead
time and cost. Based an experience developed from 1993 to 1995 within the
frame of a Brite European Project.
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Healthcare 1996
A Customer Integrated Decision Making/QFD Project by a
Multi-function Team of Health Care Providers Planning a Treatment System for
Adults with Attention Deficit Disorder (ADD) by Douglas W. Penz, PhD, Judith
Daniels, MD, Thomas E. D'Erminio, LISW, BC, and Bill Barnard, BS, CS, CPIM
(USA). A team including a physician, clinical psychologist, and clinical
social worker is using CIDM/QFD to identify customers and their needs for
treatment of adult ADD. The treatment facility is expected to open in the
summer of 1996.
Information Systems 1996
IT Support for QFD: An Innovative
Software Concept Providing Project Management and Team Tools by T. Pfeifer, Albert Neumann, Robert Grob
of Laboratory for Machine Tools and Production Engineering, University of
Technology in Aachen, Germany. This paper describes a new and innovative
IT approach to support QFD efforts. Deriving from observation of failed QFD
projects in Europe, the paper proposes factors for a successful QFD
implementation and shows the general software concept for for project
management and team tools.
The Role of QFD in Quality
Information Systems by Syohei Ishizu of Aoyama Gakuin University
(Japan). Information systems and databases are important to product planning,
design, manufacturing, etc. QFD can be used to help construct those systems.
Manufacturing 1996
QFD in a Brazilian Steel
Company by Carlos Augusto de Oliveira of Belgo-Mineira Steel Company
(Brazil). One of the largest Brazilian manufacturers of wire rods and drawn
wires used QFD to reduce costs and increase market share in rods and bars for
car suspension springs. Matrices of quality, cost, reliability deployment,
FMEA, Taguchi Methods and regression analysis were combined. This effort
resulted in 23% cost reduction, 90% customer complaints, and a steady increase
in market share.
QFD at Kawasaki Heavy Industries by Susumu Yamamoto, Kawasaki
Heavy Industry (Japan). Kawasaki, a major manufacturer of heavy
machinery, ships, vessels, cars, motorbikes, and plant equipment in
Japan, presents their their unique approach to QFD with special focus on product
liability and safety through improvement of the upstream design quality.
Exemplary QFD charts are included.
Beyond the First Chart: QFD for Process Improvement by Mike
Graetz of 3M Tape Manufacturing Division. This presentation demonstrates some
techniques especially useful for process industries and improving the existing
product and process. Specifically, the QA/QC planning chart, process stage
chart, and process control strategy charts are proposed, and their purpose and
usage are explained.
How to Apply the Power of Computing
to the QFD Process by Karla Kuzawinski, Xerox Corp. (USA).
Implementing QFD requires collection, distillation, and organization of many
sets of data. This paper presents recommendations on when to consider and how
to use computers to support various part of the QFD process. Not all aspects
of the process should be automated since group discussion and interaction is a
very valuable part of developing a common level of understanding of customer
requirements. The recommendations in this paper also include a look at
existing off-the-shelf computer tools that can be applied to QFD and thoughts
on other aspects of QFD team support.
Product Development System Using QFD
and Other Methods at Kinpo Electronics by Jyh-Ren Yang and Chen Hsiu
Li of the China Productivity Center (Taiwan). Kinpo Electronics, one of
the world's leading manufacturer of calculators and facsimile machines, used
QFD to construct a product development system of their own that would connect
related activities through their 28 departments as well as shorten the product
development cycle.
Medical Device 1996
Reposable Medical Device Development
- Creatively Meeting Customers' Needs (Applied Conjoint Analysis & QFD)
by George J. Marcel, Heidi Youngkin, and Bob Anthony of Guidant - Origin Medsystems,
Inc. (USA). This case study provides the initial results on integrating
marketing and quality tools in a medical device application - a reposable
(partially reusable, partially disposable)
instrument used in Minimum Invasive Surgery. It addresses how use of combined
disciplines can provide an improve product that meets or exceed the customer
requirement in quality, cost, and timing.
Reliability 1996
QFD and Product and Process
Reliability by Ian Ferguson of Ian Ferguson Associates (United
Kingdom). This paper shows how post-House of Quality data can be used for
reliability, test planning, and risk analysis with such tools as Fault Tree
Analysis; how it can be used with experimental
design, product and process design to ensure robustness to uncontrollable
events. The point is illustrated using examples from automotive, health care,
and software engineering industries.
Service 1996
QFD Implementation in Hospital Housekeeping Services by Noriharu
Ka neko of Se
rvice Quality Management Ltd. (Japan). One of the greatest threats
to patient health is infectious disease. Hospitals must go to great lengths to
see that disease does not spread from one patient to the next. Mr. Kaneko, one
of the first to apply QFD to services, shows how his company is pursuing
ISO9000 compliance to assure cleaning crews to the job right the first time.
Bagel Sales Double at Host Marriott with QFD
by Glenn Mazur of Japan Business Consultants, Ltd. (USA). Three recent
trends have lead to changes in the way travelers view airport food: 1)
Healthier and lighter food; 2) more women travelers; and 3) fewer on-board
meals being served. Host Marriott, which operates 70% of the U.S. airport food
and beverage market, wanted to assure that its product offering were keeping
up with customer demands. What they discovered was that their traditional
approach to new product and service development was penny profit driven and
not customer focused. QFD was employed to make quality and customer
satisfaction more important. Within one month of completion, sales doubled.
Experiences from QFD Techniques
in Service Development by
Niklas Hallberg and Toomas Timpka, Linkoping University, Sweden. This
research paper presents a study on the impact of QFD in services and
development of a QFD model for service department. The use of QFD in
service development was evaluated in three project experiences: Development of
customized socio-medical services, development of computer support for
teamwork at primary health care centers, and determination of support methods
for participatory design projects. The result showed the House of Quality and
QFD were useful in service development.
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Software 1996
Developing Multimedia Integrated Circuit Solutions Using Customer
Integrated Decision Making (CIDM) by Carrie
Richardson of Motorola (USA) and Bill Barnard of Barnard-Norman Associates
(USA). This is a case study involving an internationally located team using
CIDM to interview customers and focus on value and choice in order to arrive
at technical specifications for multimedia solutions, leading to the
development of an integrated circuit, its software and development tools.
Measuring the Success of a QFD
Project
by a Pilot Project with the German Software House SAP by Dr. Georg Her
zwurm of
The University of Cologne (Germany). A QFD pilot project with the largest software house
in Germany, the SAP AG, included the development of a method for
measuring the success of QFD. This method is based on a structured questioning
of all project members concerning their personal factors of success and
attitudes before and after the QFD.
Making the Millennium Decision: Applying QFD to the year 2000 Century Change Issue by
William J. Jagrowski, Andersen Consulting; Robert L. Pike, Consumers Power
Company (USA). The century change date poses one of the greatest development
challenges ever for software engineering. Literally, billions of lines of
software code will have to be evaluated and extended pulling developers away
from developing new software products. This lost production may never be
regained. QFD has helped a major utility develop its strategy for next few
years to cope. The case study offers an example of how QFD and the analytical
hierarchy process (AHP) techniques can be used to facilitate a decision facing
a company grappling with legacy system obsolescence, including the Year 2000
problem.
QFD Software 1996
How to Apply the Power of Computing
to the QFD Process
by Karla Kuzawinski, Xerox Corp. (USA).
Implementing QFD requires collection, distillation, and organization of many
sets of data. This paper presents recommendations on when to consider and how
to use computers to support various part of the QFD process. Not all aspects
of the process should be automated since group discussion and interaction is a
very valuable part of developing a common level of understanding of customer
requirements. The recommendations in this paper also include a look at
existing off-the-shelf computer tools that can be applied to QFD and thoughts
on other aspects of QFD team support.
A Computerized Database to Assist QFD
by Larry A. Stauffer and Linda J. Morris, University of Idaho; Dileep
V. Khadilkar of Project Advisors International. Ltd. Based on QFD, a
computerized database was developed to assist design teams with the product
definition process. The database provides a framework for eliciting and
managing customer information, the associated engineering information, and the
resulting product specifications. A the heart of the database is a taxonomy of
consumer and manufacturing issues. A case study of an industrial application
is presented along with experiments to validate its usefulness.
Strategy 1996
Building and Sustaining an Industry
Leader with QFD: Deve Hydraulic Lifts Australia Pty. Ltd. by Robert Hunt of the Centre for Management Innovation
and Technology, Macquarie University Graduate School of Management and
Fernando Xavier, Managing Director, Deve Hydraulic Lifts Pty. Ltd. (Australia).
After finding their TQM activities were running out of steam and lacked focus
and fearing increased competition, Deve Hydraulic Lifts Australia (DHA)
adopted a QFD-like approach to setting corporate strategy and aligning all the
major improvements of the organization toward achievement of the vision. Gemba
visits by the DHA's top management team and multiple matrices and function
trees were used.
Applying the Power of QFD to
Strategic Planning by Karl Hummel of The Change Factory (USA).
In the past three years, the Change Factory applied QFD to a variety of
planning tasks ranging from service design to strategic planning. This paper
discusses the application of QFD to the creation of a strategic plan for the
University of Vermont so that it can be initiated across all departments and
functions.
Taguchi Method 1996
A Robust Quality Design Model that
Integrated QFD and Taguchi Methods by Yann-Fang Chu of National
Defense Management College (Taiwan). This paper proposes a two-phase robust
quality design model and process that integrates enhanced QFD and parameter
design. It uses QFD to be the transformation and communication interface of
customer's requirement and system design. It also uses AHP to evaluate the
character importance of the requirement and analyze the major quality
character and related design parameters. It then uses the experiments of
Taguchi Methods to get the optimal sets of robust quality design or to revise
the value of requirement goal in accordance with the major quality character.
Telecommunication 1996
Motorola's Six Pack QFD Total Customer Satisfaction Team by Fred
Stickel, Sherry Bosserman, John Forsberg, and Fred Stickel of Motorola, American's Parts Division,
Land Mobile Products Sector (USA). A case study for a Motorola Total
Customer Satisfaction Team for the America's Parts Division, this project
focused on improving unacceptable customer satisfaction ratings in the areas
of product and pricing information for the company's aftermarket components.
Voice of customer analysis yielded seven critical misinterpretations of
customer needs. Today, customers are 60% more satisfied.
TRIZ 1996
Enhancing the Value of the Correlation Matrix through Utilization of the
Theory of Inventive Problem Solving, TRIZ by Dana W. Clarke, Sr. of
Ridge Tool Co. (USA). This paper shows how correlations in the roof of
the House of Quality can be used to enhance innovation and how this can lead
to significant innovative opportunities.
TRIZ/Ideation Methodology for
Customer Driven Innovation by B. Zlotin, A. Zusman, S. Malkin,
L. Kaplan, G. Zainiev, S. Vishnepolskaya, V. Oleynikov, V. Prosyanic of
Ideation International Inc. The purpose of this paper is to introduce
and provide understanding of the TRIZ/Ideation Methodology to QFD
theoreticians and practitioners and how this method can be applied to the QFD
process. It contains an overview of the main tools, problem formulation
process, system of operators, anticipatory failure determination, and directed
product and process evolution.
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