KEYNOTE:
QFD in Europe:
State-of-the-art and Case Studies
by
Georg Herzwurm,
Ph.D., Chair of Information
Systems II, Universität Stuttgart, certified
QFD-Architect of QFD Institut Deutschland, Germany;
Dipl. Wirt.-Inf. Sixten Schockert,
researcher/lecturer,
Universität Stuttgart,
certified
QFD-Architect of QFD Institut Deutschland,
Germany.
Keywords:
QFD in EU,
European industry, Volkswagen, T-Systems
The presentation will provide an
overview on the state of the art of QFD in Europe. The first
part covers a general analysis of QFD applications in Europe
based on a literature review with focus on contributions in
quality journals and past national and international QFD
symposia. The underlying assumption of this analysis is that
there may exist regional distinctions in the dissemination
of QFD and in the industries QFD has been applied. The second part of the talk will
present selected case studies from various representative
industries like the automotive, the software and the service
sector. Companies involved in these QFD applications include
among others the Volkswagen Group and T- Systems.
AUTOMOTIVE /
BUILD-TO-PRINT SUPPLIERS
Value Based Product Development - Using QFD and AHP to Identify,
Prioritize, and Align Key Customer Needs and Business Goals
by Chad Johnson, QFD Green Belt®, Six Sigma Master
Black Belt, TRW Automotive Braking Division World Headquarters,
USA; Glenn Mazur, QFD
Red Belt®, QFD Institute / Japan Business Consultants, Ltd.
Keywords:
automotive QFD,
Modern QFD, customer value, key customer needs, business goals, AHP
In order to distinguish ourselves from the
competitive pack, it is becoming increasingly important to seek a deeper
understanding of value-driving customer needs during the early stages of
product/process development. Although automotive suppliers are often
asked to be creative and lean, we still often build strictly to given
specifications. We receive data in the old "build to print" paradigm but
we are often required to design in a more creative and lean one. To
address this dichotomy and break away from the costly design- build-test
iterative loop, Quality Function Deployment (QFD) suggests that we seek
an understanding of customer's needs beyond the requirements
specification and incorporate that understanding into the final product. In this case-study, you will hear how TRW
Automotive has utilized QFD and augmented it with the Analytical
Hierarchy Process (AHP) to develop a working model for project leaders
to prioritize and focus their design efforts effectively. This model
enables product/process design managers to comprehend, prioritize, and
merge the various goals of the business (both corporate and project)
with the derived needs of the customer(s). Further, it serves as a
central, clarifying centerpiece of project direction and remains fluid -
so if priorities are challenged, the model can be used to recalibrate
the design focus.
DEFENSE
Use of QFD & Technology Road Mapping to Develop a Mobile Data Collection
System
by Dr. Kim Stansfield,
Programme Manager, CSC Computer Sciences Ltd., UK; Jeff Cole, Security
Architect, CSC Computer Sciences Ltd., UK.
Keywords:
QFD for defense
industry, mobile data collection system, government project,
technology road mapping
The work described in this paper
considers the systems engineering procedures used to select and design a
'mobile data collection' sub-system of a larger Enterprise Application
Development project for a UK Government Client. A critical aspect
addressed by the sub-project was to identify mobile devices that allow
field operators to systematically log material found in-the-field such
that all subsequent results of treatment and analysis could be linked to
the item in an auditable manner. The customer required that the system
integrator identify
suitable devices meeting the requirements of the various customer
stake-holders, and recommend the best fit, preferably a single device.
The focus of this paper is to illustrate the benefits of combining
Quality Function Deployment (QFD) processes with the Technology Road
Mapping (TRM)
process described in the European Industrial Research Management
Association (EIRMA) report, Technology Road Mapping Delivering Business
Vision. The structured framework incorporating Voice of the Customer (VoC)
methods, QFD, TRM and Pugh Matrix allowed the supply team to rapidly
identify the priority critical to quality characteristics for the system
and its components, and to develop the engineering requirements from
which design concepts could be developed.
Quality Function Deployment at Lockheed
Martin MS2
by Jorge Pica, QFD Green Belt®, Deputy Program Manager, Lockheed Martin
- MS2, USA; Mark Tracy, Electrical Engineering Manager, MS2 Hi-Team
Lead, Lockheed Martin - MS2 ., USA; George W. Chollar, PhD, PE,
Statistical Design Institute, LLC, USA.
Keywords:
QFD for defense industry, government
projects
Since its inception, QFD has become a
comprehensive tool for keeping customer focus at the forefront of any
design activity. Flexible and tailor-able, QFD has also been adopted by
our government customers which utilize the method for everything from
contractor selection to technology assessment. At Lockheed Martin, QFD has been deployed in
multiple areas from technical kick-offs to manufacturing process
validation. This presentation will show a variety of QFD implementations
at Lockheed Martin MS2, including power supply design efforts as well as
several other hardware examples. Lessons learned from these QFD
deployment efforts will also be summarized and reviewed. QFD techniques that integrate Parameter
Diagrams, Boundary Diagrams and FMEA have now become part of mainstream
QFD use. This presentation will also review how Lockheed Martin MS2
utilizes these Design for Six Sigma Tools in an integrated fashion to
verify robustness and identify risks in its products and processes.
Healthcare Insurance /
Financial Products
Predicting Future
Health Insurance Scenarios using Quality Function Deployment (QFD) and
Analytic Hierarchy Process (AHP)
by Carey Hepler, QFD Black Belt®,
Innovation Director, Blue Cross Blue Shield of Florida,
USA; Glenn Mazur, QFD
Red Belt®, QFD Institute / Japan Business
Consultants, Ltd.
Keywords:
healthcare,
health insurance / financial product development, market projection,
Modern QFD, AHP
Election years breed uncertainty
especially when the incumbent president and vice president
are not seeking office. The 2008 U.S. presidential elections
have additional healthcare related urgencies due to the
impending retirement of the Baby Boomers and the shifting winds of global
competitiveness. While forecasting the election
outcomes is beyond the scope of this paper, just as many businesses do,
Blue Cross Blue Shield of Florida (BCBSF) wants to
anticipate how the next administration and congress might
set new healthcare policy in order to begin planning for and
implementing new processes for their members, providers, and
business decision makers. To achieve this, this project
used a combination of Quality Function Deployment (QFD),
Analytic Hierarchy Process (AHP), and other forecasting
tools to look at possible 2008 election and policy outcomes
and what new opportunities might be created to service both
their traditional members as well as the uninsured in the
State of Florida.
The identified scenarios can be
used to map and prioritize different market segments,
formulate key customer needs into value propositions,
determine strengths and weaknesses in their current
competencies and capabilities, and then initiate service
quality projects to begin improving those areas where
customers will need them most. Several quality methodologies
have been used to design successful products.
Using QFD to Understand, Prioritize, and Develop Solutions to Address
the Future Needs of Customers
by
Kathy Hines, QFD Black Belt®,
Innovation Leader, Blue Cross Blue Shield of Florida, USA;
Glenn Mazur, QFD Red
Belt®, QFD Institute / Japan Business Consultants, Ltd.
Keywords:
healthcare,
health insurance / financial product development, market projection,
Modern QFD, AHP
The way Blue Cross Blue Shield of Florida (BCBSF)
defines "Service" today is likely to change over time. As the United
States health insurance model continues to evolve, with increasing
financial responsibility falling on the consumer, the opportunities for
new and different interactions with the health insurance company are
sure to follow. Consumers are already very savvy when it
comes to evaluating alternatives in other industries and it's only a
matter of time before the health care industry is also comparatively
shopped like many other commoditized products and services. BCBSF must
continue to evolve to create a service experience that enables and
empowers members in their decision-making efforts. This project utilized the QFD methodology to
anticipate the changing needs of consumers and how service might evolve.
The requirements for the project included:
-
Understanding the future-state of the
industry;
-
Anticipating and prioritizing future
member needs as a result of new industry pressures;
-
Developing a well defined goal for the
service organization;
Identifying solutions that target member needs;
-
Validating solutions from the member's
perspective;
-
Selecting the best solution(s) given
benefits and constraints; and
-
Implementing solutions that are most
valuable to the member and continue to differentiate BCBSF.
Shipping Industry
Customer-driven Process
Improvement in a Shipowner Company: Modern QFD Approach
by
Aysun
Kapucugil Ikiz, QFD Green Belt®, Research
Assistant, Dokuz Eylul University, Turkey; Guzin Ozdagoglu,
Research Assistant, Dokuz Eylul University, Turkey.
Keywords: process improvement, requirement
analysis, Modern QFD, shipping industry
Business operations can be
broken down into development phases which require multiple
business functions and processes to make a new product or
service a reality. Success in one customer-driven design
process is not sufficient unless every other phase of the
operations is analyzed from a customer expectations point of
view. That way, successful process can take root within an
organization. Quality Function Deployment
(QFD), a known requirements analysis technique for
service/product design, can be also useful for redesign or
reengineering business operations and processes. The main
scope of this study is to analyze the operations of a
commercial shipping line company to identify improvement
opportunities. This paper reports a detailed requirements
model of the operation process and improvement areas based
on a 'gemba' analysis of internal customers and critical
incident reports by external customers.
SOFTWARE / IT
Getting AHEAD: Applying AHP for Software Technology
Evaluations
by
Karen Smiley, QFD Black Belt®, Principal Consulting Software
Engineer; Elizabeth Kielczewski; and Qingfeng He, ABB Corporate
Research, USA.
Keywords: software
architecture, AHP, Modern QFD, technology evaluations
Evaluations of software
technologies and components can be complicated, and are
easily influenced by acknowledged or latent technology
biases. The Analytic Hierarchy Process (AHP) is a natural
choice for neutralizing these biases, and bringing greater
objectivity to the evaluations.
This paper reports on an industrial case study for software
technology evaluation which complemented the Software
Engineering Institute's (SEI) Attribute-Driven Design (ADD)
technique by applying AHP for importance ratings and for
comparing the prototype implementations. We present our
Attribute Hierarchy-based Evaluation of Architectural
Designs (AHEAD) methodology, our findings, and our analysis
of the evaluation. This project is a pilot application of
Modern QFD in the Requirements Engineering research led by a
provisional QFD Black Belt®.
Appendix: Bonus Case Studies
QFD to Direct Value Engineering in
the Design of a Braking System, by Jim Dimsey, Hayes Brake, USA,
et. al.
Future Combat System Concept
Development: Integrating Service and Product Requirements in QFD,
by Kirk Kirkpatrick, Lockheed Martin Missiles and Fire Control; Maj.
Shel Jones, US Army; Glenn Mazur, Japan Business Consultants, Ltd.
Defining Customer Needs for Brand
New Products: QFD for Unprecedented Software Development, by
Richard Zultner, Zultner & Company, USA
QFD Addresses The Role of NATO
Tactical Aircraft, by Suzanne Bergman, McDonnell Douglass
Corporation, USA
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