Introduction

QFD works by translating what customers say they need into measurable product, service and process characteristics, using the House of Quality methodology, alongside tools shared with Agile and Design Thinking. These include personas, user stories and journey mapping. The requirements are then carried through into specifications, targets and design decisions, so quality is designed in from the start. 

 This practical programme provides the skills to apply QFD in real product or service development, capturing and prioritising the Voice of the Customer, specifying measurable Critical to Quality (CTQ) requirements and building a House of Quality. 

 Participants will be able to:

• Understand essential QFD concepts, terminology and benefits 

• Systematically capture and organise the Voice of the Customer 

• Prioritise customer requirements using techniques such as Kano analysis 

• Translate customer needs into measurable Critical to Quality (CTQ) requirements 

• Build a House of Quality step by step, from customer voice to targets and limits 

• Apply QFD to their own products, services and processes 

Why choose this programme?

Participants gain: 

• A systematic way to capture and prioritise the Voice of the Customer 

• Practical tools to turn customer needs into measurable CTQs 

• Confidence to build and facilitate a House of Quality 

• Reduced risk of redesign, rework and products that miss the mark 
• 8 CPD points to support professional development 

Delivery options

The programme is delivered in-company, either virtually or face-to-face, with content customised for your own products, services and design process.

Course overview

This course introduces the fundamentals of Quality Function Deployment (QFD), including its history, evolution and role in customer-driven design. Participants learn how to develop and apply QFD using a range of practical tools and techniques, including: 

• Capturing the Voice of the Customer: personas, journey mapping and user stories 

• Gathering, organising and categorising customer data 

• Specifying measurable Critical to Quality (CTQ) requirements 

• Prioritising customer requirements using Kano analysis 

• Requirements flowdown through the wider Houses of Quality (HOQ 1 to 4) 

• Building House of Quality 1, rooms 1 to 7 

• Getting a QFD process started: team composition and facilitation tips 

• Alignment with your existing design process