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 September 6–7

2019 ISQFD

Boise, Idaho USA
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The 25th International Symposium on QFD (ISQFD)

Listed here are presentations planned for the 2019 International Symposium on QFD (PDF brochure) on September 6–7 in Boise, Idaho USA. .

People of all industries, countries, and professional areas are welcomed, whether you are new to QFD or a seasoned practitioner.

To attend, please see the Registration Page.  We recommend taking this opportunity to learn and develop solid application skills by combining with QFD Belt® Courses, since the 2-day ISQFD symposium is complimentary to the course attendees. For questions, please contact us.

random order; confirmed as of June 2019
Title Abstract
QFD For Business Transformation

This tutorial will be resented by

Dr. Kim Stansfield
QFD Black Belt®
2016 Akao Prize® Recipient
C.Eng., PhD, MSc, BSc Hons
Associate Professor – Transformational Systems Engineering WMG
University of Warwick, UK

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

Carey Hepler
QFD Black Belt®
Akao Prize® Recipient 2010
NPS Champion
UnitedHealth Group®

Net Promoter System (NPS) was introduced 15 years ago by Fred Reicheld and the global management consulting firm Bain & Company as a C-suite measure of customer loyalty and satisfaction that asks a single “what is the likelihood you would recommend…” question. Major brands like Costco, USAA, Apple, UnitedHealth Group and use it, and they have long held leadership rankings in the industry.

UnitedHealth Group® also has adopted the Net Promoter System (“NPS”) to help us understand the overall experience we are giving our customers. This presentation looks at the intersection of NPS and QFD at UnitedHealth Group® where NPS is a sound measuring stick, but QFD is needed to successfully identify and fully implement meaningful systemic change to improve the NPS scores. NPS helps us see what we are doing well, what we could do better, and where we should innovate. It shows us how every decision we make affects others — customers and fellow employees alike. 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.
Development of an Experimental Design for QFD-guided Requirement Validations of Virtual Prototypes

Prof. Dr.-Ing. Robert Refflinghaus
Department of Quality and Process Management
University of Kassel

Lena Blackert M.Sc.
Christian Esser M.Sc.

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.
Enhancing Quality Assured Design of Flexible Automation of A Complex Composite Component Manufacturing System Using Classic and Modern QFD Approaches

Dr. Kim Stansfield
QFD Black Belt®
2016 Akao Prize® Recipient
C.Eng., PhD, MSc, BSc Hons
Associate Professor – Transformational Systems Engineering WMG
University of Warwick, UK

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.
German Interpretation and Dissemination of ISO 16355

Prof. Dr. Wolfram Pietsch
Akao Prize® Recipient 2009
QFD-Institut Deutschland
Aachen University of Applied Sciences

The new ISO Norm 16355 provides an extensive reference for product development methods in general and QFD methods specifically, describing the state of art and best practices worldwide. However it is not devised for the harmonisation of various QFD methodologies and legacy practices. German QFD best practice has been created to provide a reference for QFD methodology and to harmonise. Since it is part of ISO 16355, it is compatible to the standard, but not integrated smoothly and thus does not reap all its benefits.

The presentation will discuss how German QFD best practices will be (re-)interpreted following ISO 16355 in order to upgrade and harmonise German QFD best practices. The resulting German interpretation of ISO 16355 is the cornerstone for the re-launch of 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.

Symptom Analysis of Collaborative Software and Design Approach

Takahiro Yamamoto
Engineering QA
Wacom, Co., Ltd.

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.
A Proposal to Reliability Deployment of Embedded Software Systems Adopting the STAMP Model in QFD

Yoshimichi Watanabe, Ph.D.
2013 Akao Prize® Recipient
Associate Professor
Computer Science and Engineering
University of Yamanashi

Masakazu Takahashi, Ph.D.
Professor - Software Engineering and Safety
University of Yamanashi

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 this research, we propose a reliability design method for leak-free safety measures. 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.
A Framework of “Use” for QFD

Catherine Y.P. Chan
QFD Black Belt®
President, Hong Kong Quality Function Deployment Association

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.
Teaching QFD: Understand How to Cause Good Quality!

Dr. Sixten Schockert, Ph.D.
Akao Prize® Recipient 2016
German QFD-Architect # 1857
Researcher / Lecturer
University Stuttgart
Chair of Information Systems II

Felix Schönhofen, M.Sc.
Researcher / Lecturer
University Stuttgart
Chair of Information Systems II

Teaching quality management tools such as QFD, FMEA or DFSS is a major challenge today: They appear boring to learn and boring to use.  “Good quality” as a planning target in any development project sounds old-school and not cool to today's students. Instead, today's young people find innovation methods such as design thinking and lean startup more attractive and more fun because they appear to require less engineering, less systematic problem solving, less groundwork, and more feedback gathering and fun of ideation.

These students do not realize that the 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. Even for easy-to-use products like smart phone apps, quality management is crutial because negative assessments by the users could impact the company success, not to mentioning security issues.

As an educator, we realize that young professionals and students are not yet aware of far-reaching implications bad quality could have in products, services, and design. On the other hand, someone has to design in the necessary quality into the products.

This complex task of achieving good quality is not only about tools and about teaching the capability of applying them. It is not about making the students capable of retracing the QFD application tools or a procedure in a development project. It is about truly knowing under which circumstances to use which technique to reach which objective. In addition, it is about a shift in mindset: students have to internalize the essentials of planning and designing high-quality products into their daily work life in practice. The aim of this paper is to present a way to teach QFD, so as that students really “understand how to cause good quality” (ISO 16355-1, p. 3), mentally and on a sustained basis.
Job Function Deployment for Managers to Improve Organizational Capabilities

Hideaki Haraga
Senir Manager
Technology Strategy Division Dept 1
Konica Minolta Inc.

Koji Tanaka
Kanjie Associates

QFD, as classically defined by Dr. Akao, consists of quality deployment and narrowly-defined quality function deployment. In Japan, the latter is sometimes referred to “job function deployment” and it may be expressed in the form of "verb + noun" (e.g., "to achieve the sales goal"), setting tasks such as planning, design, measures, production, sales, customer service, as well as quality assurance metrics so that they are performed in a quality manner. The authors have been studying to expand the scope of job function deployment beyond just quality assurance and business function deployment.

Among two essential job functions of an organization, the authors define "hard management" as management of job functions for achieving the company's performance targets and "soft management" as job functions for achieving organizational innovation. While the former is commonly addressed by policy management (Hoshin Kanri), through the expansion of job function deployment concept, the authors believe they have developed a more effective policy management approach for hard management where their proposed process would help Japanese companies perform business more effectively by linking performance goals and job functions by the use of a matrix.

The authors define soft management as instilling a good purpose for social contribution in an organization and promoting intrinsic motivation by the organization. Managers have an important role here, and the authors focus on the role of Japanese middle managers in this research, using this expanded job function concept. The authors believe this method would lead to innovation and improved corporate capability in Japan.

QFD Applied to Infrastructure Capital Project Planning

James Devlin, QFD Black Belt®
Navis Solutions LLC

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.


Glenn Mazur, QFD Red Belt®
Akao Prize® Recipient 1998
Certified QFD-Architekt #A21907
Executive Director, QFD Institute


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