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UNIVERSITI TEKNIKAL MALAYSIA MELAKA FACULTY OF INFORMATION TECHNOLOGY AND COMMUNICATION
SEMESTER 1 SESSION 2013/2014 MPSW 5053 QUALITY SYSTEMS MANAGEMENT
PROJECT REPORT – QUALITY FUNCTION DEPLOYMENT (SHAMPOO PRODUCT)
PREPARED BY: LEONG PUI HUANG
M031310004
LAU HONG SHENG
M031310005
NOR AIZA MOKETAR
M031210003
NOR SYUHADA CHE KHALID
M031220058
PREPARED FOR: PROF. MADYA DR. LUKMAN SUKARMA
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Quality Function Deployment (QFD) Introduction Competition among the industries has become more intense in the global market nowadays. Given the trend of business globalization, companies face challenges from both national and international competitors. In order to pledge this threat, many of them focus on searching for sustainable advantages. The survival of a company is heavily dependent on its capacity to identify new customer requirements and to develop a new product (Shen, 2000). In 1966, Yoji Akao introduced the concept of QFD in Japan. According to Akao, QFD is a method to translate customer needs and requirements into the quality characteristics in order to improve quality for an existing product to develop a new product that satisfy the customers. Hence, this project describes how a quality plan can be determined for a shampoo product by using Quality Function Deployment (QFD) technique. House of Quality The primary planning tool used in Quality Function Deployment (QFD) is the house of quality. The house of quality interprets the voice of the customer into design requirements that meet specific target values and matches that against how an organization will meet those requirements. The structure of QFD is similar to a framework of a house, as can be seen in Figure 1. The house of quality is therefore used as the planning tool for shampoo product.
Interrelationship between Technical Descriptors
Relationship between Requirements and Descriptors
Prioritized Customer Requirements
Customer Requirements (Voice of the Customer)
Technical Descriptors (Voice of the organization)
Prioritized Technical Descriptors
Figure 1: House of Quality
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For this project, the shampoo is the product for the Quality Function Deployment (QFD). Below show the process to complete the QFD House of Quality.
Quality Function Deployment of Shampoo Product 1) List customer requirements and assign a weight indicating the relative importance of each requirement in view of customers. The customer demands for the shampoo are less chemicals, remove oil dirt, prevent hair rough, balance hair, hair loss control, fragrance, easy rinse off, prevent dandruff, soften hair, reasonable price, no waste, hygienic and easy to dispense. After listing the demands, the customer assigns a weight indicating the relative importance of each demand. The ratings for the weights are between 1 and 10, with 10 being the most important demand. Figure 2 shows the customer demands with associated weights.
Figure 2: Customer demands with associated weights Based on Figure 2, the customer would prefer less chemicals shampoo because to limit exposure to harmful chemical contents. The most common are harsh detergents, chemical fragrances and numerous irritating and carcinogenic compounds such as sodium lauryl sulfate/sodium laureth sulfate, an irritant which can form carcinogenic nitrosamines, DEA, TEA, and MEA which are hormone disruptors and can release carcinogenic nitrosamines, quaternium-15, DMDM hydratoin which can release carcinogenic nitrosamines, polyethylene glycol, an irritant, coal tar, a carcinogen, propylene glycol, a neurotoxin which can cause dermatitis, liver and kidney damage, and EDTA, an irritant. “Tear free” shampoos are made with a pH (acidity level) the same as a baby’s tears, which is why they are not sting. However, a neutral pH is less irritating to the scalp and skin (EHANS, 2004). The best option is to use a less toxic shampoo with a neutral pH. The shampoo should remove oil dirt components in hair by regular cleaning. Oil dirt components make hair oily, dirty and difficult to manage (Admin, 2013). Next, the shampoo should prevent hair rough, balance hair, soften hair, prevent dandruff and hygenic. Dandruff could cause emotional distress to consumer because the white flakes by dandruff that are easily visible in dark cloth (Kumari, 2012). The hair rough, balance hair and soften hair affect the esthetic of the hair (Mannino, 2013). Besides than functional parts of a shampoo, the customer also demand the 3
attractiveness such as fragrances, reasonable price and easy to rinse off. The customer also value the shampoo that is easy to dispense and no waste to achieve satisfaction.
2) List technical descriptors (quality characteristics) to derive measures to assure that those customer requirements are satisfied. After that, the Systems Engineering Department derive measures to assure that the customers demands and company demands are satisfied. The quality characteristics for the shampoo product are amount of chemicals, amount of waste, amount of pressure, amount of effort, amount of pull-back, produce cost, develop time and selling price. Figure 3 shows the list of quality characteristics.
Figure 3: List of Quality Characteristics
3) Develop relationship between customer requirements (the voice of customers) and quality characteristics (the voice of company). Next, the relationship between customer requirements and quality characteristics of the shampoo product are developed. The relationship matrix is used to represent graphically the degree of influence between each technical descriptor and each customer requirement. The relationship is indicated as strong, medium and weak together with the associated amounts and symbols as can be seen in Figure 4.
Figure 4: Relationship Matrix 4
4)
Develop interrelationship among the quality characteristics developed in point 2.
The roof of the house of quality, called the correlation matrix, is used to identify any interrelationships between each of the technical descriptors. The correlation matrix is a triangular table attached to the technical descriptors, as shown in Figure 5. Moreover, symbols are used to describe the strength of the interrelationships. To simplify, a strong positive interrelationship would be a nearly perfectly positive correlation whereas a strong negative interrelationship would be a nearly perfectly negative correlation. The correlation matrix allows the user to identify which technical descriptors support one another and which are in conflict. Figure 5 shows the correlation matrix of shampoo product.
Figure 5: Correlation Matrix
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5) Conduct competitive assessment comparing your product with those of competitors in view of customers. After that, the competitive assessment of the shampoo product is conducted. The competitive assessments are a pair of weighted tables that depict how competitive products compare with current organization products. The competitive assessment tables are separated into two categories, customer assessment and technical assessment, as shown in Figures 6 and Figure 7. The customer competitive assessment makes up a block of columns corresponding to each customer requirement in the house of quality on the right side of the relationship matrix, as shown in Figure 6. The numbers 1 to 5 are listed in the competitive evaluation column to indicate a rating of 1 for worst and 5 for best. Likewise, the customer competitive assessment is a good way to determine if the customer requirements have been met and identify areas to concentrate in the next design.
Figure 6: Customer Competitive Assessment
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6) Conduct competitive assessment comparing what your company does against with those of competitors (in terms of the provision of quality characteristics). The technical competitive assessment makes up a block of rows corresponding to each technical descriptor in the house of quality beneath the relationship matrix, as shown in Figure 7. After customer competitive assessment for the shampoo product has been established, the products are then evaluated for each technical descriptor. Similar to the customer competitive assessment, the test data are assigned to the numbers 1 to 5 which are listed in the competitive evaluation row to indicate a rating, 1 for worst and 5 for best. Figure 7 shows the technical competitive assessment for the shampoo product. The technical competitive assessment is often useful in uncovering gaps in engineering judgment. When a technical descriptor directly relates to a customer requirement, a comparison is made between the customer’s competitive evaluation and the objective measure ranking. Customer requirements and technical descriptors that are strongly related should also exhibit a strong relationship in their competitive assessments.
Figure 7: Technical Competitive Assessment
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7) Make a prioritization of customer requirements and list the first three customer requirements worth to be considered. The prioritized customer requirements make up a block of columns corresponding to each customer requirement in the house of quality on the right side of the customer competitive assessment. These prioritized customer requirements contain columns for importance to customer, target value, scale-up factor, sales point, and an absolute weight. Numbers 1 to 10 are listed in the importance to customer column to indicate a rating of 1 for least important and 10 for very important. Figure 8 shows the prioritized customer requirements for the shampoo product.
Figure 8: Prioritized Customer Requirements
8) Make a prioritization of technical descriptors (quality characteristics) and list the first three quality characteristics worth to be considered. The prioritized technical descriptors make up a block of rows corresponding to each technical descriptor in the house of quality below the technical competitive assessment, as shown in Figure 9. These prioritized technical descriptors contain degree of technical difficulty, target value, and absolute and relative weights. The QFD team identifies technical descriptors that are most needed to fulfil customer requirements and the need of improvement. Figure 9 shows the prioritized technical descriptors. Thus, the overall house of quality for the shampoo product is shown in Figure 10.
Figure 9: Prioritized Technical Descriptors
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9)
Overall QFD House of Quality
The full overall QFD House of Quality of Shampoo product is shown in Figure 10 below. From the House of Quality, we can understand which quality characteristics are important for the shampoo product. So, from the House of Quality shown in Figure 10, the first three quality characteristics of shampoo product worth to be considered are the amount of chemical, selling price and product cost.
Figure 10: The Overall House of Quality for The Shampoo Product Conclusion QFD is a method to translate customer needs and requirements into the quality characteristics in order to improve quality for an existing product to develop a new product that satisfy the customers. The house of quality interprets the voice of the customer into design requirements that meet specific target values and matches that against how an organization will meet those requirements. The customer demands for the shampoo are less 9
chemicals, remove oil dirt, prevent hair rough, balance hair, hair loss control, fragrance, easy rinse off, prevent dandruff, soften hair, reasonable price, no waste, hygienic and easy to dispense. The quality characteristics for the shampoo product are amount of chemicals, amount of waste, amount of pressure, amount of effort, amount of pull-back, produce cost, develop time and selling price. The relationship between customer requirements and quality characteristics of the shampoo product has shown the influence between each technical descriptor and each customer requirement and indicated as strong, medium and weak. The roof of the house of quality or correlation matrix is used to identify any interrelationships between each of the technical descriptors. Then, the technical descriptors are arranged by priority based on customer and competitors side. Therefore, the first three quality characteristics of shampoo product should be prioritized are the amount of chemical, selling price and product cost. References Shen X.X.; Tan K.C.; Xie M. (2000). “An Integrated Approach to InnovativeProduct Development Using Kano’s Model and QFD”. European Journal ofInnovation Management, Vol.3, No: 2 pp.91-99. EHANS. (2004). Baby Care Starting Out Right. Environmental Health Association of Nova Scotia. Retrieved from http://www.lesstoxicguide.ca/?fetch=babycare Admin. (2013). Why You Should Use Organic Shampoo. CREATIVE MUSIC GADGETS. Retrieved from http://brambos.com/why-you-should-use-organic-shampoo/ Kumari, K. (2012). Dandruff and Hair Loss. Buzzle. Retrieved from http://www.buzzle.com/articles/dandruff-and-hair-loss.html Mannino, B. (2013). 8 Homemade Hair Treatments. Woman’s Day. Retrieved from http://www.womansday.com/style-beauty/beauty-tips-products/8-homemade-hairtreatments-110251
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