The application of QFD in the field of pneumatic automation

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]Company[/custom_headline]

Our client is an Italian company leader in the production and distribution of pneumatic components for automation systems. The company offers a wide range of products and is renowned on the market for the high quality of these products.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Challenge[/custom_headline]

The company was confronted with the problem to develop a type of valve totally new for her but already present in the catalogues of her competitors. As she was a follower in the market, her critical success factor, in addition to quality, reliability and cost, was time-to-market. Our project has been carried out following a consolidated methodology based on the following steps:

– Market analysis – Identification and classification of customers’ needs – Definition of technical specifications of the new product – Conceptual design

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Action[/custom_headline]

In order to achieve our client’s objectives we have applied a methodology called Lean Product Development, based on the principle to invest more time and resources in the Front Load phase (product planning and conceptual design) in order to have shorter lead times in the Execution phase.

During the first phase of the project, after appointing an interfunctional team of 11 people, we carried out a study of the market analysing potential customers of the new product. We also performed a benchmark with the main competitors and an in depth analysis of their products aimed at identifying their strengths and weaknesses. This phase helped us identify market opportunities and threats and enabled us to better understand customers and competitors.

In the second phase we concentrated on identifying and classifying customers’ needs. To this purpose we made use of creativity techniques. Sessions on creativity proved very useful: in a first step we asked the team members to freely use their imagination and propose all kinds of possible solutions. This first step, which is called divergent, has the objective to gather the largest number of ideas and suggestions and to cause a high level of contamination among them. The next phase is called convergent: the ideas conceived in the previous phase are selected and turned into concrete and feasible solutions. The session on creativity provided an extremely useful knowledge of customers’ needs which were classified in: explicit, implicit e latent. Our team has given special attention to latent needs, i.e. those of which the customer is not fully conscious and has not yet made explicit. The capability to satisfy these needs can often give a decisive competitive advantage

In the third phase we have applied Quality Function Deployment (QFD), an approach based on the following activities:

– Customers’ needs evaluation (WHAT) – Translation of customers’ needs into coherent technical specifications (HOW)

QFD makes it possible to manage all the variables that influence the “value” of the product in order to achieve both a high customer satisfaction and a significant cost reduction. It is a very flexible method that allows an objective and effective analysis of any kind of customer’s needs. In particular it identifies not only the “what” (i.e. the output which the customer perceives as more important), but also the “unsatisfied needs” , those that no technical functions satisfy. Working on these needs very often generates innovation. Using the QFD methodology we could define in an objective way the priority of the various needs and as a consequence we could identify the best technical solutions to satisfy those needs.

In the fourth phase we have divided the team into two groups: each group, on the basis of the results of the QFD, has been asked to develop alternative product concepts. At the end of this work, which has lasted a couple of days, we selected the solution that according to team members’ opinion appeared to be the best.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Results[/custom_headline]

Our work has made it possible to achieve the expected results:

– Defining objective technical specifications; – Creating the prerequisites to make the Execution phase as efficient and effective as possible thus reducing product development lead time.

By applying the methodology described we have achieved other significant results: – A stronger product development team – A better cooperation among the company’s functions – The knowledge of new and advanced methodologies that can be applied to future projects.