Summary of "بيت الجودة || د.م/ جميل كتبي"

High-level summary

The video teaches the House of Quality (HoQ) — a structured Quality Function Deployment (QFD) tool pioneered by Dr. Yuji Akao — and walks through an end-to-end example applied to car design. Goal: translate the Voice of the Customer (VOC) into prioritized, measurable Voice of the Process (VOP) engineering requirements so product teams can focus R&D, engineering, and cost efforts on what matters to customers and avoid over‑engineering or building the wrong product.

Framework / playbook — House of Quality (steps and how to apply)

Capture Voice of the Customer (VOC)
- Collect customer requirements via interviews, surveys, etc.
- Example VOCs: speed, fuel efficiency, safety, size, practicality, affordability.
Rate VOC importance
- Score each VOC 1–5. Sum scores and convert each to a proportion/percentage.
- Example: speed = 3, fuel = 2, … sum = 23 → speed = 3/23 = 12.5%.
Define Voice of the Process (VOP)
- List measurable engineering/process attributes that deliver the VOCs.
- Example VOPs: weight, engine power (watts), production cost, lifespan, dimensions, acceleration.
Correlate VOP-to-VOP (roof of the HoQ)
- Map interrelationships among engineering attributes using symbols like ++, +, -, --, or blank.
- Reveals tradeoffs (e.g., weight vs acceleration = -- meaning a strong inverse: reducing weight improves acceleration).
Map VOC-to-VOP correlations (main matrix)
- Use discrete correlation codes to show how strongly each VOP affects each VOC:
  - Strong = 9 (circle with dot)
  - Moderate = 3 (circle)
  - Weak = 1 (triangle)
  - None = 0 (blank)
Calculate weighted importance for each VOP
- Multiply each VOC proportion by the VOC→VOP correlation value and sum across VOCs to get a numeric importance score for each VOP.
- Example: acceleration column total (illustrative) = 237.
Convert to % priority across VOPs
- Divide each VOP importance score by the sum of all VOP scores to get a percent priority.
- Use these percentages to prioritize engineering and cost tradeoffs.
- Example final priorities from the walkthrough: 20%, 10%, 24%, 13%, 18%, 11% (weight and production cost were highlighted as top priorities).
Competitive benchmarking (rating vs competitors)
- Rate your product vs competitors on VOC attributes (1–5) to reveal gaps and inform positioning/feature tradeoffs.

Key metrics, KPIs and calculation rules

VOC scoring: 1–5 per attribute.
VOC proportion = attribute score / sum of VOC scores (e.g., 3/23 = 12.5%).
VOC→VOP correlation weights: 9 (strong), 3 (moderate), 1 (weak), 0 (none).
VOP importance score = sum over VOCs (VOC proportion × correlation weight).
VOP priority % = VOP importance score / total importance score (converted to percent).
VOP–VOP correlation symbols: ++ (strong direct), + (direct), - (inverse), -- (strong inverse), blank = no relation.

Concrete example (car) and actionable recommendations

Example product: car
- VOCs and scores (example): speed (3), fuel consumption (2), safety (4), size (5), practicality (4), affordability (5) → sum = 23 → VOC proportions calculated.
- VOPs: weight, engine wattage, production cost, expected lifespan, dimensions, acceleration.
- Correlation decisions (cross‑functional): e.g., weight vs engine power = + (direct); weight vs acceleration = -- (strong inverse).
- Result: after mapping and calculations, weight and production cost emerged as top priorities → focus engineering and cost efforts here.
Case study (negative example)

A large pharma project built a “smart wheelchair” with heavy over‑engineering and a £10,000 retail price. Few sales followed and the project failed. Lessons: - Don’t assume customers want every advanced feature. - Validate feature importance (VOC) before committing to specs. - Use HoQ early to avoid wrong‑product risk and wasted resources.

Practical operational advice

Run HoQ as a cross‑functional workshop: include product managers, designers, engineers, supply chain, finance and customer representatives.
Use HoQ early in product development to reduce rework and feature bloat.
Translate VOP priorities into concrete engineering targets (e.g., max weight target, production cost target, required acceleration) and track them as KPIs.
Combine HoQ outputs with competitive benchmarking to define a minimal viable specification and go‑to‑market positioning.
Use numeric outputs to drive tradeoff discussions and resource allocation — don’t rely only on qualitative debate.

Recommended KPIs to track after running HoQ

VOC importance proportions (baseline input).
VOP importance score and % priority (primary output to guide engineering/cost focus).
Target engineering specs derived from prioritized VOPs (e.g., target vehicle weight in kg, production cost per unit, 0–60 acceleration).
Gap vs competitors on VOC attributes (rating delta).
Post-launch validation metrics: customer satisfaction for high‑priority VOCs, return rates/complaints for missed priorities, sales penetration vs forecast.

Risks and cautions

Over‑engineering features customers don’t value leads to wasted cost and product failure (see smart wheelchair example).
Correlation assessments must be cross‑functional and evidence‑based; avoid single‑discipline bias.
HoQ outputs are only as good as the inputs — poor VOC capture or biased ratings distort priorities.