QFD Institute Newsletter
Below is a preview of the upcoming 25th International Symposium on QFD (PDF brochure) on September 6-7, 2019 in Boise, Idaho USA.

In addition to these presentations, ISO 16355 QFD training of all levels is offered. (The symposium is complimentary to the QFD course attendees.)

Please join us to learn, get inspired, and network.  Quick Links...
Please contact us if you have any questions.

KEYNOTE: ISO 16355 as the QFD Body of Knowledge

The eight parts of the ISO 16355 define 50 years of knowledge accumulated by QFD experts in books, papers, conferences, lectures, training modules, and websites. It contains concepts, principles, models, methods, tools, and case studies structured to guide practitioners in successful applications of QFD in their organizations, such that mastery of them is essential to Best Practice certification by QFD Institutes around the world.

ISO 16355  ISO 16355 is kept up-to-date through periodic reviews by the International Standards Organization, and thus represents a complete corpus or body of work at any point in time. It has been suggested that this is, in fact, a QFD Body of Knowledge (BOK) which is defined as the "accepted ontology for a specific domain."

This Keynote will introduce the ISO 16355 and its newest and future parts, as many of the presenters will explain how, as QFD practitioners, they have adapted QFD concepts, principles, models, methods, and tools to address problems and opportunities in their organizations.

Speaker: Glenn H. Mazur, QFD Red Belt®, QFD Institute / International Council for QFD, USA
TUTORIAL:  QFD For Business Transformation

To remain sustainable in the long term, an organization needs to be able to systematically and rapidly adapt/transform its products, services, business models, resources and enterprise infrastructure in response to the changing business environment. To accomplish this in a coordinated manner, the business needs to be considered as a socio-technical system operating within a very complex and highly dynamic environment.

More often than not, the changes in market expectations and technological capabilities demand transformation across multiple organizations in integrated supply chains, where some businesses will be software intensive businesses, while others focused on physical offerings. These changes are being accelerated with the emergence of Internet of Things and Industry 4.0 developments and capabilities.

This tutorial will introduce the principles and relationships between Modern QFD and business transformation planning and development for businesses. The tutorial will reference relevant sections in the new ISO 16355 standard for QFD, and give attendees exercises to connect the principles and key methods, particularly Hoshin Kanri, the initial analytic stages of QFD, and prioritization and methods like the analytic hierarchy process (AHP). The Tutorial will consist of approximately 1 hour of lecturing and 1 hour of exercises using a case study from 'Space logistics systems' scenario..

Instructors: Dr. Kim Stansfield, QFD Black Belt®, University of Warwick, Transformational Systems Engineering WMG, UK; and Steve Dimelow, QFD Black Belt®, QuEST Global Engineering Services, UK

Net Promoter System to Understand Overall Customer Experience at UnitedHealth Group ®

This presentation looks at the intersection of QFD and Net Promoter System ("NPS"), which UnitedHealth Group ® has been using to gauge the overall customer experience, including the influence of the company decisions on customers and employees, and to plan future improvements.

NPS is a sound measuring stick, but QFD is needed to successfully identify and fully implement meaningful systemic change to improve the NPS scores. Improving Net Promoter Scores (the metric of success within the system) indicates we listen, respond, and fulfill expectations not as we define them, but as customers define them.

This presentation will detail the rigorous Net Promoter System focused on raising quality, delivering value, and simplifying the health care experience for customers and care providers across the Enterprise with
  • Data is third-party-measured and uses statistically accurate sample sizes and rigorous methodology;
  • Businesses have implemented methods to identify key loyalty drivers, measure performance;
  • Operational metrics are linked and establish prioritized action plans to improve overall performance;
  • NPS data is being socialized with faster, more actionable reporting and digital access;
  • Newly acquired businesses are enhancing NPS disciplines and adopting the enterprise approach, including global businesses;
  • Businesses are obtaining continuous, immediate feedback and closing the loop with individuals;
  • Employee engagement is increasing with enterprise-wide education and certification programs.
A case study based on a well-received smoking cessation program will be demonstrated..

Speaker: Carey Hepler, QFD Black Belt®, NPS Champion, UnitedHealth Group®, USA  

Development of an Experimental Design for QFD-guided Requirement Validations of Virtual Prototypes

When newly developed products do not meet the customer's needs, the problem can be often rooted down to an inadequate customer requirements management due to incomplete or misinterpreted requirements. One common method to prevent this from happening is Quality Function Deployment (QFD), which helps to translate customer requirements into product features. Prototype validation is another method, but it tends to happens at a very late stage of the product development process, leading to expensive and time-consuming changes.

This research proposes a new approach that aims at integrating virtual prototypes into customer requirements validation, enabling system engineers to iteratively ensure the development stages of the QFD. Virtual prototyping provides an opportunity to simulate product characteristics and functions at an early development stage through eye tracking based visual perception and overall cognitive impression of the product features on the testers.

This presentation will discuss feasibility of virtual prototype tests, comparative experiments in virtual vs. real prototypes, eye-tracking analysis, and theoretical context model, through the example of coffee machine designs.

Speaker: Prof. Dr.-Ing. Robert Refflinghaus, University of Kassel,Quality and Process Management, GERMANY    
Enhancing Quality Assured Design of Flexible Automation of A Complex Composite Component Manufacturing System Using Classic and Modern QFD Approaches

A BRITE EurAM European funded research project run between 1990 and 1992 to develop quality assured, flexible automated manufacturing and composite component design system, applied classical QFD approaches to align the designs to key business goals and stakeholder needs.

The methods used included process mapping, needs capture and prioritisation using pairwise comparison, the 1st QFD House of Quality (HoQ) matrix or Customer Needs - Functional Requirements matrix, QFD Functional Requirements - Function matrix, process capability studies, design and process FMEA, and the concept evaluation and convergence (Pugh Matrix).

This presentation will discuss how modern QFD approaches could have benefitted this project and would have enhanced the quality focus and project delivery of the collaborative development of the different design and manufacturing modules that were developed. It will also consider how classical and modern QFD approaches can be used in combination to strengthen the reuse of quality knowledge in complex projects and propose an integrated QFD and design framework.

Speaker: Dr. Kim Stansfield, QFD Black Belt®, University of Warwick - Transformational Systems Engineering WMG, UK
Symptom Analysis of Collaborative Software and Design Approach

Collaborative software deploys both the components and the bill of material (BOM) of the products. It visualizes the relationships and group-sharing while maintaining consistency. Due to these characteristics, collaborative software can become a complex system because it must deal with various 3D CAD and distributed databases.

In order to effectively carry out the quality assurance needed to ensure the availability and safety of both the specification and the operation, it is important to take a systematic design approach toward the invisible issues concerning both work flow and specification, in addition to individual analytic approach to the problems that have occurred.

In this paper, the author from Wacom, the designer and manufacturer specializing in interactive graphics tablets and related products, will detail the management of evaluation policy, the analysis of the failure that occurred and the method of reflection to the test scenario. The presentation will also discuss the role of design approach in both improvement of productivity and the realization of sustainable organization that can innovate.

Speaker: Takahiro Yamamoto, Wacom, Co., Ltd., JAPAN
German Interpretation and Dissemination of ISO 16355

The new ISO Norm 16355 provides an extensive reference for product development methods in general and QFD methods specifically, describing the state-of-the-art best practices worldwide. However it is not devised for the harmonisation of various legacy methods and practices.

This presentation will discuss how German QFD best practices shall be (re-) interpreted in order to upgrade and harmonise the traditional German QFD practices to the new ISO 16355 standard. The resulting German interpretation of ISO 16355 will serve as a cornerstone for re-launching the German QFD certification programme and for a wider dissemination of QFD.

Although the issues raised in this paper reflect German practices in general, no doubt, many of them are global. Thus, this presentation will be useful to anyone who previously learned the classical House of Quality and might not be aware of the pitfalls and risks of forcing the HoQ approach in today's projects. The presentation will be also useful to the new practitioners who should understand the full power of current best practice in compliance with the new ISO 16355.

Speaker: Prof. Dr. Wolfram Pietsch, Aachen University of Applied Sciences / QFD-Institut Deutschland, GERMANY     
A Proposal to Reliability Deployment of Embedded Software Systems Adopting the STAMP Model in QFD

This research proposes a method to design software reliability by incorporating the STAMP (Systems Theoretic Accident Model and Process) model and the QFD. By fusing the QFD Reliability Development and STPA (System Theoretic Process Analysis), it is possible to comprehensively and logically identify potential accidents that should never occur.

In the design of products requiring high reliability such as embedded software systems, the matters relating to the combination of software and hardware greatly affect reliability. It is very important to analyze the accidents that could result from the interactions and combinations of various components.

The proposed method aims to ensure reliability by conducting QFD, clarifying the potential accidents and hazards which must never occur, preparing the scenario through STPA and making more effective measures against the critical failures.

Speaker: Yoshimichi Watanabe, Ph.D., University of Yamanashi - Computer Science and Engineering, JAPAN
A Framework of "Use" for QFD

The awareness of social responsibility and sustainability is increasingly becoming a new force that drives business development. This paper is going to present a "use" framework of QFD, how QFD can be useful to businesses that have embraced the new awareness and are trying to incorporate social responsibility and sustainability into their business practices and new product development.

In the 1950s, quality guru Dr. Juran set forth his definition of quality as "fitness for use." In order to offer greater assistance on achieving this goal of "fitness for use" for sustainability, the author will present different aspects of use and types of customer, how a supplier/vendor can use such information as a guideline to satisfy their customer's goals for sustainability, and where to apply QFD for managing their product development efforts.

Speaker: Catherine Y.P. Chan, Ph.D., QFD Black Belt®, Hong Kong Quality Function Deployment Association, HONG KONG
Job Function Deployment for Managers to Improve Organizational Capabilities

QFD, as classically defined by Dr. Akao, consists of quality deployment and narrowly-defined quality function deployment. In Japan, the latter is sometimes called "job function deployment" and they use the "verb + noun" format (such as "achieve the sales goal") to determine and deploy necessary tasks. 

The authors propose to classify the essential job functions of an organization into two categories: 1) Hard management" that involves the job functions related to managing the company's performance targets, the category area commonly addressed by policy management (Hoshin Kanri).; and 2) "Soft management" that involves the job functions for achieving organizational innovation, the category area where the authors' focus is on the role of Japanese middle mangers.

The authors believe that their expanded job function concept would lead to innovation and improved corporate capability among Japanese companies.

Speaker: Juan Manuel García, Founder, Leanradarorg and Corporate EHS Sustainability, Baxter Corporation, USA
QFD Applied to Infrastructure Capital Project Planning

According to the World Economic Forum, the world will face a US$15 trillion infrastructure gap by 2040. It will take massive investment in infrastructure capital projects to address the gap. Capital project planning and decision-making often struggles with difficult decisions about what gets funded fully, partially, postponed, or abandoned.

If the project is government related, political influences can also play a role. Stakeholders demand fairness and transparency and this requires acquiring information and facts from what may still be fuzzy projections, depending on how far in the future the projects are to be initiated or completed.

Fact-finding can benefit from two proven methodologies -- Quality Function Deployment (QFD) and the Analytic Hierarchy Process (AHP) -- to improve both the quality and acceptance of the capital project portfolio decisions made. This paper will look at the application of QFD in the definition of infrastructure capital projects, the use of Hoshin Kanri in the definition of strategic imperatives, and the application of the AHP to the prioritization of infrastructure capital projects.

Speaker: James Devlin, QFD Black Belt®, Navis Solutions LLC, USA 
Teaching QFD: Understand How to Cause Good Quality!

Quality is the backbone of ever-growing digitalization and automation in every industry. For example, you cannot (or should not) build an autonomously driving car only by trial and error. Quality management is crucial also for easy-to-use products like smart phone apps because negative assessments by the users could impact the company success, not to mentioning security issues..

However, teaching quality management tools such as QFD, FMEA or DFSS is a major challenge today: They appear boring to learn and use to today's students, who instead prefer innovation methods such as design thinking and lean startup because they appear more fun and require less engineering, less systematic problem solving, less groundwork, and more feedback gathering and fun of ideation.

The aim of this paper is to present a way to teach QFD in higher education, especially to the younger generation of students, so as to help them really "understand how to cause good quality" (ISO 16355-1, p. 3) mentally on a sustained basis.

Speaker: Dr. Sixten Schockert, Ph.D., University Stuttgart -  Information Systems II, GERMANY  
FORUM: Current and Future State of ISO 16355 and QFD

The members of the ISO 16355 working committee will report the state of the international standard and outline the future plans, as well as the implications of the new standard, notably how you can utilize it to your competitive advantage in new product development, business and service development, and businesses process re-engineering.

All are invited to participate in the discussion and Q&A.

Speaker: ISO 16355 Working Committee
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