QFD / Pugh Matrix

QFD Procedure

Matrix provided in Excel spread sheet: download (spreadsheet provides more detailed instructions)

INSERT GRAPHICS TO RIGHT OF EACH ITEM

1. List Customer Requirements
   1. Assemble info:
      1. SIPOC
      2. Customer types
      3. Kano model classification
      4. Brainstorming
2. Prioritize Each "What"
   1. Clarify verbiage of right-hand column
   2. Pairwise comparison
   1. Pairwise score
   2. Dot plot
   3. Importance score (1-5)
3. Brainstorm The "How" Factors
• Objective is quantity and variety of options
• Afterward, eliminate redundancies and clarify terms
4. What-How Matrix
• Rate the degree to which each "how" impacts each "what"
• 0 = no impact (leave blank)
• 1 = weak impact
• 3 = moderate impact
• 9 = strong impact
5. "How" Priorities
1. Multiply each impact rating (0,1,3,9) by the importance of its "what" (1-5)
2. Sum each column's results
3. Build Pareto or dot plot of sums

Pugh Matrix

Works like QFD except:

• The "how" columns represent mutually exclusive options
• Selecting one eliminates all others
• Objective is to choose the best option
• For each "what" criterion, ask the team if there are any difference among the options
• If Yes, rate columns (using either 0-1-3-9 or a 1-10 scale)
• If No, skip the row – we want to expose the differences rather than quantify similarities
• The option with highest "score" probably is the best choice

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