Quality Function Deployment: Transforming Voice of the Customer into Engineering Specifications C1895

This seminar is offered in China only and presented in Mandarin Chinese. The course materials are bilingual (English and Chinese).

Currently in the industry, especially within China, product requirement development is more of an experienced-based process rather than a scientific methodology. This course addresses this issue and provides a more process-driven method for better requirement development through the Quality Function Deployment (PFD) methodology.  Real industrial examples are used to demonstrate how to systematically convert voice of the customer data to engineering specifications using QFD.  By the end of this course, you will know how to categorize the voice of the customer information, how to systematically transform those data to engineering specs using the “house of quality”, how to analyze the QFD result, and how to effectively construct a QFD.

Learning Objectives

By attending this seminar, you will be able to:

  • Categorize the voice of customer to different standards
  • Systematically convert the voice of customer to engineering specifications
  • Effectively construct a QFD
  • Analyze the QFD result


Who Should Attend

Systems Engineer, Requirements Engineer,  Requirement Development, Product Development Engineer, Market Analyst


Minimum bachelor’s degree required in engineering. Should ideally have engineering industrial experience but not required.

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

  • Motivation to develop better engineering requirements from VOCs
    • Four Quadrants Tools
  • Why VOCs Are Important
    • Traditional Design Weakness
    • Three Key Questions About your Customers
    • Customers - a New Definition
    • Customers’ Segmentations/Priority
    • Kano’s Model – Customer’s Requirements
    • What Do Customers Want
    • Sources of Customers’ Requirements
  • VOC/QFD Relevant Knowledge
    • Quality Function Deployment (QFD)
    • QFD History
    • Key Components of QFD
    • Design Requirement & Objectives (DRO)
    • VOC to DRO Through 4 Houses of Quality
    • VOC to DRO Example
  • QFD Step by Step
    • Constructing a QFD: Step 0-6
    • Analyzing a QFD
    • Case study and Exercise
  • QFD Conclusions
    • QFD: Next Steps
    • Common QFD Pitfalls
    • Points to Remember
    • Other QFD Applications
    • QFD Summary
Dr. Liu Yusheng & Dr. John Zhang

Dr. Liu Yusheng is a researcher, professor and doctoral supervisor at the State Key Lab of CAD&CG of College of Computer Science and Technology, ZJU and the director of the Innovation Design Center of Complex Equipment of Shandong Industrial Technology Research Institute, Zhejiang University. He received his doctor's degree in mechanical manufacturing and automation from Zhejiang University in September 2000. In October of the same year, he was engaged in postdoctoral research in the State Key Lab of CAD&CG in Zhejiang University. After completing his research work there in October 2002, he went to City University of Hong Kong to continue his postdoctoral research. He worked as a fixed researcher in the State Key Lab of CAD&CG since April 2003. He was promoted to professor in 2007 and become a doctoral supervisor in 2008. He was engaged in visiting research in MBSE Center of Georgia Institute of Technology for a year from August 2009 to August 2010 with satisfactory results, one of which was a paper that was awarded the Best Conference Paper by the annual meeting of American Society of Mechanical Engineers in 2010. In recent years, he mainly focuses on the research on MBSE, model-driven product design, 3D model retrieval and data mining. He has undertaken 4 projects under National Natural Science Foundation of China and 3 sub-projects of 863 Program, 1 Outstanding Youth Fund of Zhejiang Province and 3 major scientific and technological key projects in provincial level. He has published over 100 papers among which 40 are cited by CSI. He has published papers in top international journals including CAD, IEEE T-ASE, IEEE T-SMC, JED, AIEDAM and Pattern Recognition as first author or corresponding author and one of the papers has been cited nearly 50 times.

Dr. John Zhang is currently the technical leader for the Computation & Simulation Lab (CSL) at COMAC Beijing Aeronautical Science & Technology Research Institute.   His major technical work at CSL is Model-based System Engineering (MBSE) application in the full-life development cycle of civil aircrafts including but not limited to requirement-driven engineering (RBE), aircraft-level requirement and architecture development, on-board systems modeling and simulation for Virtual Integrated Aircraft (VIA). He obtained his Ph.D. in the fields of dynamic systems and control from the University of Delaware (UD) in 2004, and an MBA in 2010 from UD.  He is also a certified Black Belt for Design for Six Sigma (DFSS). His research areas include but not limited to: MBSE, requirement engineering, engine control, model-based development (MBD), modeling and Simulation. He was a senior member of IEEE, and a member of ASME and SAE.


Duration: 1 Day
CEUs: .7

Format: Classroom

Event ID: 6883

Location: Shanghai, China

Session Info:

8:30 a.m. - 4:30 p.m.

Fees: $294.00

If paying by any other method or if you have general questions, please contact SAE Customer Service.