QFD case studies
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QFD Applications and Case Studies using
Modern and Classical QFD methods, ISO 16355
by Glenn Mazur

I value the spread of ideas. In this spirit, you have permission to reproduce these papers as a complete unit (no extracts). All copies must include the copyright notice as follows:

20xx by Glenn H. Mazur.
All Rights Reserved.

 

Service QFD Applications (see healthcare below)
 
QFD Green Belt and QFD Black Belt Courses QFD Green Belt training May 25-27 2016 Helsinki Finland. Details www.qfdi.org
QFD Green Belt training September 7-8 2016 Boise ID. Details www.qfdi.org
QFD Black Belt training September 12-16 2016 Boise ID. Details www.qfdi.org
Host Marriott "Bagel Sales Double at Host Marriott." Improving airport breakfast service; includes before/after of sales volume and customer satisfaction metrics. Download pdf

white paper

"Elicit Service Customer Needs Using Software Engineering Tools." More powerful Service process mapping than traditional blueprinting. Download pdf
Baptist Medical Center, TELUS "QFD Applications in Healthcare and Quality of Work Life." Excerpts from Baptist Medical Center Diabetic Foot Clinic and TELUS, a Canadian communications company study to improve employee satisfaction. Download pdf

Japanese Technical Translation Service

"QFD for Service Industries: From Voice of Customer to Task Deployment." Comprehensive QFD of language translation business, from identification of organizational goals, to customer prioritization, needs gathering, process reengineering, and deployment to individual jobs. Download pdf

University of Michigan College of Engineering

"QFD to Design a Course in TQM at the University of Michigan." Identifies university customers as both future employers and students. Deploys their needs to both curriculum and class format. Download pdf

National City Bank

"Quality Infrastructure Improvement: Using QFD to Manage Project Priorities and Project Management Resources." Information Technology (IT) Department projects at financial institution are prioritized based on impact on internal and external customers, project risk, and project complexity. Download pdf

Institute of Textiles & Clothing, Hong Kong Polytechnic University

"QFD-based Curriculum Development for Vocational Education." Modern Blitz QFD applied to developing higher education curriculum for Hong Kong clothing industry evolving from manufacturing-based to knowledge-based sales and service. Download pdf

International Academy for Quality

"QFD for Membership Organizations - Practicing What We Teach." Non-profits and NGOs can improve their membership services as demonstrated by this study using Modern Blitz QFD at one of the leading quality organizations in the world. Download pdf

white paper

"QFD Applications for the Board of Directors." Modern corporate and NGO boards are facing more complicated and demanding governance issues. Modern Blitz QFD is used to acquire and analyze the Voice of Constituents and prioritize recommendations to directors and executives alike using Hoshin Planning (Policy Management). Continuation of on an ongoing study by the International Academy for Quality. Download pdf
   
Product QFD Applications
 
QFD Green Belt and QFD Black Belt Courses QFD Green Belt training May 25-27 2016 Helsinki Finland. Details www.qfdi.org
QFD Green Belt training September 7-8 2016 Boise ID. Details www.qfdi.org
QFD Black Belt training September 12-16 2016 Boise ID. Details www.qfdi.org

Sandvik

"Globalizing Gemba Visits for Multinationals" discusses adaptation of Modern Blitz QFD gemba visit to various cultures and languages in the design of industrial products. Download pdf

TRW Automotive

"Value Based Product Development - Using QFD and AHP to Identify, Prioritize, and Align Key Customer Needs and Business Goals." Modern Blitz QFD was used in the design of a new brake system sensor to assure that the highest priority needs of the customer and stakeholders were delivered. This helped project managers keep the development process on the correct path without deviations and distractions. Download pdf

GCC Rio Grande Cement

"Using QFD to Improve Technical Support to Make Commodity Products More Competitive." A cement company uses QFD to push back competitors through superior customer service and technical support, instead of reducing price. Download pdf

Fusion UV

"QFD Killed My Pet Project."  A high tech manufacturer learns before it is too late, that their latest technical marvel could actually hurt their customers' business. The project was stopped and refocused. Download pdf

Hayes Brake

"QFD to Direct Value Engineering in the Design of a Brake System." QFD is the front end to Value Engineering to create both a "value" brake system, as well as a new, high function design. Download pdf

Nokia

"Gemba Research in the Japanese Cellular Phone Market." Describes how Nokia customized their Voice of Customer research for the Japanese market, including segmentation criteria, training manuals, and cultural dos and don'ts. Download pdf

Rubbermaid

"Improving Idea Development and Concept Optimization." Explains how going to the gemba for consumer encounters at the earliest stages of concept ideation, resulted in better consumer acceptance and 50% higher sales forecasts for new products. Download pdf

Imation

"Using a Spec Document, the Customer Voice Table, and a QFD Matrix to Generate a CTQ (Critical to Quality) List" by Bruce White. Modern Blitz QFD tools such as Customer Voice table and AHP are used to generate a CTQ from OEM supplied specifications. Download pdf

   
Software and IT QFD Applications
 
QFD Green Belt and QFD Black Belt Courses QFD Green Belt training May 25-27 2016 Helsinki Finland. Details www.qfdi.org
QFD Green Belt training September 7-8 2016 Boise ID. Details www.qfdi.org
QFD Black Belt training September 12-16 2016 Boise ID. Details www.qfdi.org
 

 

CSC Computer Sciences, Ltd.

"Complex IT Design using Both Traditional QFD and Blitz QFD." Complex IT systems and services are difficult to align with the business case and risk achievement of customers' business objectives. This paper will show the use of QFD for a global customer relationships management system for a financial services organization. Download pdf
 

 

Children's Mercy Hospital, Kansas City MO

"QFD to Design a Multidisciplinary Clinic." To improve patient, physician, and nursing staff communications, CMH uses QFD to capture the "voice of customer" and translate into design requirements for an agile software SCRUM team. Part 1. Download pdf

   
Healthcare and Medical Device QFD Applications
 
QFD Green Belt and QFD Black Belt Courses QFD Green Belt training May 25-27 2016 Helsinki Finland. Details www.qfdi.org
QFD Green Belt training September 7-8 2016 Boise ID. Details www.qfdi.org
QFD Black Belt training September 12-16 2016 Boise ID. Details www.qfdi.org

white paper

Endotracheal Tube. Download pdf
Baptist Medical Center, TELUS "QFD Applications in Healthcare and Quality of Work Life." Excerpts from Baptist Medical Center's QFD to establish a Diabetic Foot Clinic and TELUS, the Canadian communications company use of QFD to improve HR and job satisfaction. Download pdf

white paper

"QFD in the Define Phase of Design for Six Sigma." Understanding the voice of the healthcare customer. Download pdf

Blue Cross Blue Shield of Florida

"Finding Customer Delights Using QFD." Modern Blitz QFD applied to innovating health insurance programs for small businesses. Includes Customer Voice table, Maximum Value table, customer needs prioritization using AHP. Download pdf

Blue Cross Blue Shield of Florida "The Analytic Hierarchy Process: Methodologies and Application with Customers and Management at Blue Cross Blue Shield of Florida." Modern Blitz QFD and AHP are applied to prioritizing health insurance member needs, using web-based software from Expert Choice. Download pdf
Blue Cross Blue Shield of Florida "Building Diversity: Using QFD to Involve Employees in the Corporate Innovation Process."  Minority employees are a key source of innovative ideas, especially for products aimed at their communities. Blue Cross Blue Shield of Florida is using Reverse QFD to identify and prioritize these innovative concepts. Download pdf
Blue Cross Blue Shield of Florida "Predicting Future Health Insurance Scenarios using QFD and AHP." modern Blitz QFD and AHP are applied to identifying strategies for the next five years. Download pdf
Blue Cross Blue Shield of Florida "Future State of Service." Modern Blitz QFD was used to indentify future healthcare consumer needs based on both demographic and attitudinal analyses of market trends. Graphical brainstorming sessions were then employed to develop new service modes. Download pdf

Children's Mercy Hospital, Kansas City MO

"QFD to Design a Multidisciplinary Clinic." To improve patient, physician, and nursing staff communications, CMH uses QFD to capture the "voice of customer" and translate into design requirements for an agile software SCRUM team. Part 1. Download pdf

Medtronic

"QFD at Medtronic Diabetes." A medical device manufacturer uses QFD to better understand its patients and clinical customers in the development of a next generation product. Download pdf

Rutland VT Regional Medical Center

"QFD to Redefine Physician Orientation." New doctors are better integrated into the hospital culture sooner using QFD.  Download pdf

Rutland VT Regional Medical Center

"DREAM/QFD to Re-Design Staff Service Excellence at Rutland Regional Medical Center." Modern Blitz QFD is integrated into RRMC's home grown approach to improve customer patient service in the hospital. Download pdf

newsletter

"Saying Goodbye to Dad" by using AHP to prioritize end-of-life care options." Losing a loved one was hard on my family. Making that last healthcare decision was a little easier with the Analytic Hierarchy Process. Prize-winning entry to Expert Choice newsletter and republished in Quality Progress. Download pdf

IBA Dosimetry

"The contribution of the QFD methodology for a customer- and market-oriented product planning and development process at IBA Dosimetry." Our product portfolio must adapt radically and much more quickly to bring the right products for new radiation therapy techniques. If changing customer requirements are not clear, comprehensive, and quickly addressed, products release delays will negatively impact time to market and winning in the marketplace. Blitz QFD gave us a faster, better way to understand and communicate throughout the organization, the top three to five customer needs that were a necessary condition for making great products. Download pdf

   
Food Product QFD
 

Singha Beer

"Why We Drink Beer" describes how Kansei Engineering, QFD, and AHP were used to improve marketing and sales themes in London for Thailand's leading beer company. Download pdf

white paper

This paper extends the Host Marriott bagel case study to the application of traditional QFD matrices (but with correct ratio scale math) to develop the physical food product. It introduces the differences between applying QFD to a processed product rather than to an assembled product or to a service. Download pdf
   
Entertainment and Theme Park QFD Applications
 

Universal Studios

"Jurassic QFD." QFD was used to design an animatronic Triceratops for Universal Studio's new Jurassic Park. Going to the gemba helped the QFD team bring this animal to life, and win the Design Engineering 1999 Gold Medal. Download pdf
   
Construction Industry Applications
   

GCC Rio Grande Cement

"Using QFD to Improve Technical Support to Make Commodity Products More Competitive." A cement company uses QFD to push back competitors through superior customer service and technical support, instead of reducing price. Download pdf

Kentucky Transportation Center,
University of Kentucky

"Context Sensitive Solutions: The Application of QFD for Developing Public Transportation Projects in the U.S." Context Sensitive Solutions is a method used in many civil and military construction projects to involve various community stakeholders early in the decision process. It's up front analysis of stakeholder priorities has been enhanced by adding the tools of QFD. Download pdf
Small and Medium Enterprises Applications
 
West Side Automotive Warehouse "QFD for Small Business." A shortcut approach to QFD for small organizations. Includes Customer Satisfaction Story. Download pdf
Ulrich's Book Store "Strategic Policy Management for Small and Medium Enterprises." An abbreviated strategic hoshin planning, with a case study of a college bookstore. Download pdf
   
Kansei Engineering for Aesthetic and Emotional Quality
 

Singha Beer

"Why We Drink Beer" describes how Kansei Engineering, QFD, and AHP were used to improve marketing and sales themes in London for Thailand's leading beer company. Download pdf

The Boeing Company

"Kansei Engineering for Commercial Airplane Interior Architecture" by Jeanne Guerin. Boeing's newest commercial jet, the 7E7, uses Kansei to improve the feeling of its interiors.. Download pdf

white paper

"Lifestyle QFD - Incorporating Emotional Appeal in Product Development" by Glenn Mazur. Integrating image, attitude, and motivation into product design. Download pdf

white paper

"Brand Engineering using Kansei Engineering and QFD." Integration of Industrial Design and Engineering.  Download pdf
   
METHODOLOGY PUBLICATIONS

Hoshin Planning and Policy Management
 

Ulrich's Book Store

"Strategic Policy Management for Small and Medium Enterprises." An abbreviated strategic hoshin planning, with a case study of a college bookstore. Download pdf

white paper

"QFD Applications for the Board of Directors." Modern corporate and NGO boards are facing more complicated and demanding governance issues. Modern Blitz QFD is used to acquire and analyze the Voice of Constituents and prioritize recommendations to directors and executives alike using Hoshin Planning (Policy Management). Continuation of on an ongoing study by the International Academy for Quality. Download pdf

book

Policy Management: Quality Approach to Strategic Planning. A detailed manual of the fundamentals of hoshin planning. Available from QFD Institute at qfdi@qfdi.org. ISBN0-9-664655-0-4
   
DfSS, Six Sigma, Lean, ISO, Deming, and other Quality Methods
 

white paper

"Blitz QFD The Lean Approach to New Product Development. discusses how classical QFD can reduce wasted time and effort by focusing first on critical-to-customer VOCs. Download pdf

ISO 16355

"Using Quality Function Deployment to write an ISO standard for QFD." shows the organizing efforts to write the new ISO 16355 standard for QFD. QFD practitioners are the customers. Download pdf

ISO 16355

"Customer Collaboration with ISO 16355." Winner of Best Paper Award by IAQ at 2014 EOQ Congress. Describes the customer-driven approach to product development using the QFD standard. Download pdf

ISO 16355

"Driving QFD with ISO 16355." While customer-driven QFD is most common, other drivers such as technology, regulatory, cost, and competition can be project imperatives. Download pdf

Seagate Technologies

"QFD and Design for Six Sigma." Latest version of ongoing work to integrate Best Practices in both these methods. Download pdf

white paper

"Integrating QFD into Phase-Gate Product Design." Gated models for new product development are growing world wide. QFD tools provide "quality" data to help project teams pass through these gates and on to the next phase. Download pdf

Imation

"Using a Spec Document, the Customer Voice Table, and a QFD Matrix to Generate a CTQ (Critical to Quality) List" by Bruce White. Modern Blitz QFD tools such as Customer Voice table and AHP are used to generate a CTQ from OEM supplied specifications. Download pdf

white paper

"QFD in the Define Phase of Design for Six Sigma." Understanding the voice of the healthcare customer. Download pdf

white paper

"QFD 2000: Integrating QFD and Other Quality Methods to Improve the New Product Development Process." Download pdf

white paper

"Using QFD to Assure QS-9000 Compliance." This paper outlines the issues related to complying with QS-9000 or other standards in two ways: 1) how to use Quality Deployment to include customer needs in standardized processes and 2) how to use Narrow Definition QFD to identify and assure the jobs critical to standards compliance. Download pdf

white paper

"Delighting Customers with QFD - Voice of Customer Meets Voice of Process." This paper discusses how modern Blitz QFD tools and methods support Dr. Deming's 14 Points for Management and System of Profound Knowledge. Download pdf

white paper

"QFD: Voice of Customer Meets Voice of Process." Download pdf
   
QFD Related Methods, including Blitz QFD, AHP, Kano
 

white paper

"BEST Deployment: Desperately Seeking an Integrative Solution 
for Critical Times" examines environmental, economic, social, and technical sustainability as a model for future business excellence. It tries to link best business practices as defined by EFQM, Baldrige, and even Deming to the future of humanity. QFD can light the path for both sustainability and customer satisfaction. Download pdf

Sandvik

"Globalizing Gemba Visits for Multinationals" discusses adaptation of Modern Blitz QFD gemba visit to various cultures and languages in the design of industrial products. Download pdf
white paper "Cost-Cutting QFD" shows both traditional cost deployment and other approaches for reducing product cost at the design stage. Download pdf
white paper "Blitz QFD - The Modern Matrix-Free Way to Profit Improvement." You can improve profit by lowering costs (limit = zero) or improving revenues (limited only by customer satisfaction). This article explains how. Download pdf
Blue Cross Blue Shield of Florida "The Analytic Hierarchy Process: Methodologies and Application with Customers and Management at Blue Cross Blue Shield of Florida." Modern Blitz QFD and AHP are applied to prioritizing health insurance member needs, using web-based software from Expert Choice. Download pdf

white paper

"The Kano Model: Recent Developments." This paper describes how to better integrate the Kano Model into modern Blitz QFD's Quality Planning table (right-side room of House of Quality), as well using Kano Survey results in the Design Planning table (bottom room of House of Quality) to create attractive quality targets. Download pdf

Institute of Textiles & Clothing, Hong Kong Polytechnic University

"QFD-based Curriculum Development for Vocational Education." Modern Blitz QFD applied to developing higher education curriculum for Hong Kong clothing industry evolving from manufacturing-based to knowledge-based sales and service. Download pdf

white paper

"Modern Blitz QFD in North America: 2005 update" Updated approach including improved math, Blitz QFD, QFD without matrices. Download pdf

newsletter

"Bring Your QFD Math up to Six Sigma Levels." QFD equations using ordinal scale numbers (1-5, 1-10, 1,3,9 etc.) for customer, competitor, benchmark, and relationship values are illegal and deliver meaningless results. Find out why. Download pdf

white paper

"9 House of Quality Checks." Quality Assurance for QFD! Download pdf

white paper

"Close Encounters of the QFD Kind." Tools and case study to take customer needs expressed in the product QFD and adapt them to ancillary activities such as customer service, tech support, sales and marketing that make up your customer's total experience with your organization. Download pdf

Japanese kanji

Definition of QFD according to Mazur. Whimsical interpretation of the Japanese characters for Quality Function Deployment. Click here

white paper

"Elicit Service Customer Needs Using Software Engineering Tools." Service processes are examined with powerful software development tools. Definitely more powerful than traditional blueprinting or process mapping. Download pdf

white paper

"Task Deployment: The Human Side of QFD." Goes through applications of this powerful QFD tool to nearly every phase and deployment in QFD for products, services, and software applications. Download pdf

white paper

"Voice of Customer Analysis: A Modern System of Front-End QFD Tools, with Case Studies." Includes more than a dozen tools with step-by-step instructions to sharply focus your QFD project on the right customer and to discover unspoken but critical requirements. Download pdf

keynote

"QFD and the New Voice of Customer." The evolution of VOC analysis from early surveys and observation to the use of social media, with examples. Download pdf

presentation

"QFD in the Third Millennium." The future of QFD? Download ppt
   
BOOKS AND TRAINING MATERIALS
 
Comprehensive QFD for Products. This is the latest version of Mazur's standard course manual. It includes an introduction to full QFD, step-by-step instructions, and case study. Deployments covered include New Product Development Process Reengineering, Customer Deployment, Voice of Customer Deployment, Quality Deployment, Function Deployment, Reliability Deployment, Capability Deployment, Concept Development and Selection, Cost Deployment, Parts Deployment, Manufacturing Deployment, Production Deployment. Order information.
Comprehensive QFD for Service. This is the latest version of Mazur's full QFD course for service industries. It includes an introduction to full QFD, step-by-step instructions, and case study. Deployments include New Product Development Process Reengineering, Customer Deployment, Voice of Customer Deployment, Quality Deployment, Function Deployment, Reliability Deployment, Concept Development and Selection, Cost Deployment, Task Deployment.  Order information. Also available in Espanol.
Initiating Service QFD. A short course for small businesses. It includes an abbreviated introduction to QFD, step-by-step instructions plus two case studies for a bank and a transportation company. Deployments include Voice of Customer Deployment, Process Deployment, Customer Satisfaction Story, Task Deployment, and Service SPC.  Order information.
QFD for Food Industry. QFD applied to the needs of batch processing industries where intermediate products are chemically transformed in the process of producing the end product. It includes an abbreviated introduction to QFD, step-by-step instructions plus a case study. Deployments include Voice of Customer Deployment, Quality Deployment, Batch Deployment, Recipe Deployment, Process Deployment, Taguchi Methods, and SPC. Order information.
Customized QFD Training Manuals. A QFD approach designed for your company, your products, and your customers will be custom developed using a case study relevant to your industry. For details, contact Mazur at Glenn@Mazur.net.
Policy Management: Quality Approach to Strategic Planning, by Glenn Mazur, Hisashi Takasu (ret. Kose Cosmetics) and Michiteru Ono ( Tamagawa University). 1998. A detailed manual of the fundamentals of a quality approach to hoshin planning. Accompanying software available option. Available from QFD Institute at qfdi@qfdi.org. ISBN0-9-664655-0-4

Additional Papers, Presentations, Published Works, Citations