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.

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

1. Capture Voice of the Customer (VOC)

   • Collect customer requirements via interviews, surveys, etc.
   • Example VOCs: speed, fuel efficiency, safety, size, practicality, affordability.

2. 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%.

3. 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.

4. 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).

5. 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)

6. 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.

7. 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).

8. Competitive benchmarking (rating vs competitors)

   • Rate your product vs competitors on VOC attributes (1–5) to reveal gaps and inform positioning/feature tradeoffs.

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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.

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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.

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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.

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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.

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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.

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Sources / presenters

• House of Quality (QFD) — pioneered by Dr. Yuji Akao.
• Related concept: Noriaki Kano (Kano model).
• Presenter / session source: د.م/ جميل كتبي (Dr. Jamil / Jameel Katbi).