23 June 2019

ISO 16355 and QFD Black Belt Training


The 2019 International Symposium on QFD (ISQFD) in Boise, Idaho on September 9-13, 2019 will offer the first advanced training program since the completion of the ISO 16355 standard for QFD.
  • "How does the QFD Black Belt® facilitator training coordinate with the seven parts of the ISO 16355 standard?"
  • "How will the QFD Black Belt® training help me better implement the standard in my organization?"
We thought to give you a heads-up here because the QFD Black Belt® Course is offered to the public only once a year and the 2019 offering is this September at the ISQFD, if you would like to take up this opportunity.

First, some basics.

The ISO 16355 standard is comprised as follows. Several of these parts have been introduced in previous newsletters as well as several papers presented at the ISQFD over the past five years. Note that Part 7 has been integrated as an Annex to Part 6 rather than being published as a separate document.
  •     Part 1: General Principle and Perspective of QFD Method (ISO 16355-1:2015)
  •     Part 2: Acquisition of Non-quantitative Voice Of Customer or Voice Of Stakeholder (ISO 16355-2:2017)
  •     Part 3: Acquisition of Quantitative VOC or VOS (ISO 16355-3:2019)
  •     Part 4: Analysis of Non-Quantitative and Quantitative VOC/VOS (ISO 16355-4:2017)
  •     Part 5: Solution Strategy (ISO 16355-5:2017)
  •     Part 6/7: QFD-related approaches to optimization (ISO/TS 16355-6:2019)
  •     Part 8: Guidelines for commercialization and life cycle (ISO/TR 16355-8:2017).

The ISO standard covers a limited portion of the QFD Black Belt® training, which was first offered in 2001 based on advanced QFD Master Classes taught by Dr. Yoji Akao (founder of QFD) and others from 1994 to 2000. The Master Classes addressed specific topics such as historical foundations of QFD, emerging tools and techniques, and implementation guidelines which were then aggregated into an end-to-end process in the QFD Black Belt® program.

This end-to-end process begins upstream even before a project is chartered and, to assure quality, must flow downstream to acquiring prioritized customer needs, designing innovative solutions, building the product, commercializing the product to get it to market, and supporting after-sales service and disposal after use.

The QFD Black Belt® training further addresses how these development phases change when applying to manufactured products, processed products, service products, software and information products, and internal business processes. Finally, the QFD Black Belt® training addresses how to facilitate cross-functional QFD teams, and in a follow-up program how to train and certify QFD Green Belts®.

The 43 chapters of the QFD Black Belt® training book are over 1,000 pages and is accompanied by numerous case studies, the 100+ ISO 16355 Bibliography reference papers, and Excel templates to support these basic and advanced methods and tools. Here is a briefing.
  • BB Chapters 1-3 introduce the historical foundations of QFD and related methods and the role they play in a Total Quality Management (TQM) environment. This covers the strengths and weaknesses of early QFD models including 4-Phase QFD, Matrix of Matrices, Comprehensive QFD, and modern Blitz QFD®. ISO 16355-1:2015 covers some of these topics but descriptions and examples are limited.
  • BB Chapters 4-9 are an analysis of the Voice of the Business which includes strategic product portfolio planning, competitive analysis, technology opportunities, and project deliverables. This also includes Hoshin Kanri (Policy Management), New Lanchester Strategy, Technology/Concept Innovation, Strategic QFD, QFD Project Selection using the Analytic Hierarchy Process (AHP), and Defining Project Success Criteria. ISO 16355-2:2017 covers some of these topics with limited descriptions and examples.
  • BB Chapters 10-12 and 15 identify critical-to-project customers and methods to acquire customer needs. This includes customer segmentation based on both demographic and application analysis, customer mapping and work analysis, customer visits (gemba), and other methods. ISO 16355-2:2017 covers some of these topics with limited descriptions and examples.
  • BB Chapter 14 analyzes quantitative voice of customer and stakeholder with several statistical methods. ISO 16355-3:2019 covers some of these topics with limited descriptions and examples.
  • BB Chapters 13, 16-18 analyze voice of customer to extract true customer needs with the Customer Voice Table, uncover latent customer needs with the Affinity and Hierarchy Diagrams, and prioritize critical-to-improve customer needs with the Analytic Hierarchy Process (AHP) and target performance threshold with the Quality Planning Table. ISO 16355-4:2017 covers some of these topics with limited descriptions and examples.
  • BB Chapters 19-24 transfer customer needs into design requirements (Maximum Value Table and modern House of Quality). ISO 16355-5:2017 covers some of these topics with limited descriptions and examples.
  • BB Chapters 25-35 shows how to adapt QFD downstream deployments for manufactured products, processed products, service products, software and information products, and internal business processes. Additional instructions for emotional quality, technical innovation and Super-Pugh concept selection, function analysis and value engineering, target costing, and reliability and security are covered. These deploy from system level to components to build to support/service design. ISO 16355-5:2017 and ISO/TR 16355-8:2017 cover some of these topics with limited descriptions and examples.
  • BB Chapters 36-40 cover integrating and customizing QFD methods and tools for your organization. This is not covered in ISO 16355.
  • BB Chapters 41-43 give supplemental details of the 7 Management and Planning Tools, SPC, and AHP. This is not covered in ISO 16355.

As shown, the ISO 16355 standard offers limited details and examples of the basic and advanced QFD methods and tools. It does not, however, cover the depth and breadth of the QFD process necessary for advanced practitioners, QFD team facilitators, and QFD trainers.

The QFD Black Belt® training is designed for practitioners, facilitators, and trainers to give the skills necessary to lead teams through product, service, software design, as well as business transformation of the internal organization. The program is offered to the public only once each year. For details, prerequisites, and pricing see these pages:

Here is the schedule:
All events will be held at Hampton Inn & Suites Boise Downtown, a short drive (complimentary shuttle service available) from Boise Airport (airport code = BOI).

Please contact us if you have any questions. We look forward to welcoming you in the 2019 Boise events.