Browse Learn C1509

Quality Function Deployment - A Tool for Generating Customer Excitement C1509

Quality Function Deployment (QFD) is a cross functional, team based methodology recognized as a key technique in improving new product/service design and development. It is especially useful to translate both spoken and unspoken customer needs into a prioritized set of customer product or service characteristics in a language understandable to an organization"s engineering design group. And, by using a cascading approach, it ensures that the design intent is maintained throughout the production planning process and that the design intent is traceable both up and down the product/process planning effort. QFD establishes a correlation between the different phases of the design effort from concept to full scale production by identifying and prioritizing critical product characteristics and then deploying them into process characteristics, and lastly creating a corresponding set of process controls to ensure the design intent is preserved in the production process. With the ability to provide a clear and traceable path from Voice of the Customer to Manufacturing Process, the QFD helps to reduce Product Development Cycle Time by reducing unnecessary engineering changes.Throughout the class, participants will be involved in exercises/actual projects that demonstrate and incorporate direct application of learned principles.

Learning Objectives
By attending this seminar, you will be able to:
  • Recognize and describe the benefits of QFD to the product/process design and development phase
  • Establish the various Voice of the Customer needs and priorities
  • Describe the four phases of QFD
  • Use QFD to identify product and process special characteristics
  • Plan and organize a QFD project
  • Prioritize technical risk to optimize product design
  • Evaluate opportunities for improving processes, tooling and equipment

Who Should Attend
This seminar is designed for individuals who have key roles in product development and understanding and deploying the Voice of the Customer. This includes project managers, design engineering, quality assurance, manufacturing, testing, marketing, customer field service reps, and other product support personnel.

Day One

  • Introduction
    • What is QFD and Why is it Used
    • QFD and Advanced Product Quality Planning (APQP)
    • Basic QFD - The Four Phases
  • Establishing the QFD Environment and Team Selection
    • Planning and Organizing a QFD Project
    • Team Selection and Management Support
    • Creating the Required QFD Databases
    • Issues with the QFD process
  • Understanding the QFD Deployment Process
    • The Flow-Down of Product Development Activities
    • Deploying to a Special Characteristics Matrix- Critical, Significant, and Appearance
    • Theme Selection and Product Benchmarking
    • Exercise 1: Designing the Ultimate Coffee Travel Mug
  • Voice of the Customer (VOC)
    • Establishing Customer Needs and Priorities
    • Methods for Capturing and Organizing VOC
    • Exercise 2: Develop & Select Product Concept

Day Two

  • Product Planning
    • Developing the Product Planning Matrix Based on Voice of the Customer
    • Competitive Assessment & Product Strategy
    • Developing Technical Characteristics for New Product & Establishing a Correlation Matrix
    • Assessing Technical Difficulty and Project Risks
    • Exercise 3: Determine PRODUCT Level Special Characteristics
    • Understanding Risks Ratings
    • Analyzing the Product Planning Matrix and Developing Target Values
    • Exercise 4: Establish Ratings & Target Values for PRODUCT
  • Process and Production Planning
    • Deployment of Product Characteristics to Process Characteristics
    • Evaluating the Process Approach and Material Selection Criteria
    • Determine Critical Process Parameters and Process Control Plan
    • Exercise 5: Develop & Select Process Concept, Determine Process Special Characteristics
    • Exercise 6: Establish Ratings & Target Values
    • Evaluating Opportunities for Improving Processes, Tooling and Equipment
    • Establish Target Values for Process Control, Test, and Maintenance Parameters
Angelo Mago

Angelo Mago is senior consultant and owner of ATM Consulting, Inc., which provides customized training and consulting services to a varied design and manufacturing supplier community in the areas of Project Management, Design to Cost, Quality Assurance, Document Management, Supplier Development and Management, and Customer Management. Since 1993, Mr Mago has worked in product design, quality assurance, and project management working in both the Governmental and Commercial mobility industry. DOD experience includes serving in the US Army TACOM Program Office in the M1 Abrams and Bradley Program Management offices and Plant Manager for the Depot Repair Facility in Mannheim Germany. Commercially Mr. Mago has worked as the Senior Supplier Quality Engineer for GM Truck Group responsible for NAO and off-shore supplier ISO qualification, Product Development, and PPAP qualification and approval. Through ATM Consulting, Mr. Mago has played a lead role in deploying a PM and APQP environment for both large and small companies. He is a recipient of the SAE Forest R. McFarland Award for distinction in professional development/education. He has a B.S. in Mechanical Engineering from Florida Institute of Technology.

Hotel & Travel Information

Fees: $1370.00
SAE Members: $1096.00 - $1233.00

1.3 CEUs
You must complete all course contact hours and successfully pass the learning assessment to obtain CEUs.

For additional information, contact SAE Customer Service 1-877-606-7323 (724-776-4970 outside the U.S. and Canada) or at

Duration: 2 Days
Upcoming open enrollment dates being scheduled. Please check back.