ISO 16355-1:2021

INTERNATIONAL ISO
STANDARD 16355-1
Second edition
2021-05
Application of statistical and related
methods to new technology and
product development process —
Part 1:
General principles and perspectives of
quality function deployment (QFD)
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produit —
Partie 1: Principes généraux et perspectives de déploiement de la
fonction qualité (QFD)
Reference number
ISO 16355-1:2021(E)
©
ISO 2021

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ISO 16355-1:2021(E)

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© ISO 2021
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ISO 16355-1:2021(E)

Contents Page
Foreword .vi
Introduction .vii
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of QFD . 3
4.1 Theory and principles of QFD . 3
4.2 QFD use of the word of function . 3
4.3 Spirit of QFD . 3
4.4 Display of information . 4
5 Integration of QFD and product development methods . 4
5.1 QFD support for product development methods . 4
5.2 Flow of product development with QFD . 4
5.2.1 Organization of the QFD flow . 4
5.2.2 Flow chart of product development with QFD. 5
6 Types of QFD projects . 5
6.1 General . 5
6.2 Applicable methods and tools . 6
7 QFD team membership . 6
7.1 QFD uses cross-functional teams . 6
7.2 Core team membership . 6
7.3 Subject matter experts . 6
7.4 QFD team leadership . 7
8 QFD voices . 7
8.1 Voice of business . 7
8.2 Voice of customer (VOC) or voice of stakeholder (VOS) . 8
8.2.1 Definition of customer or stakeholder . 8
8.2.2 Applicable methods and tools . 8
8.2.3 Marketing perspective and engineering perspective . 8
8.2.4 Applicable methods and tools . 8
8.2.5 Prioritize customers or stakeholders . 9
8.2.6 Applicable methods and tools . 9
8.2.7 What is contained in the voice of customer (VOC) or voice of stakeholder (VOS) . 9
8.2.8 Sources of VOC and VOS . . 9
8.2.9 Applicable methods and tools . 9
8.2.10 Translating VOC/VOS into customer needs .10
8.2.11 Applicable methods and tools .10
9 Structuring information sets .10
9.1 General .10
9.2 Applicable tools and methods .10
10 Prioritization .11
10.1 General .11
10.2 Applicable tools and methods .11
11 Quantification .11
11.1 General .11
11.2 Applicable tools and methods .11
12 Translation of one information set into another .12
12.1 General .12
12.2 Applicable tools and methods .12
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ISO 16355-1:2021(E)

13 Transfer of prioritization and quantification from one information set into another .12
13.1 Transfer of prioritization .12
13.2 Applicable tools and methods .13
13.3 Transfer of quantification .13
13.4 Applicable tools and methods .13
13.5 Transferring deployment sets by dimensions .14
13.5.1 General.14
13.5.2 Quality deployment .14
13.5.3 Applicable tools and methods .14
13.5.4 Technology deployment .14
13.5.5 Applicable tools and methods .15
13.5.6 Cost deployment .15
13.5.7 Applicable tools and methods .15
13.5.8 Reliability deployment.15
13.5.9 Applicable tools and methods .15
13.5.10 Safety deployment .16
13.5.11 Security deployment (see ISO 16355-7) .16
13.5.12 Lifestyle and emotional quality deployment .16
13.5.13 Applicable tools and methods .16
13.6 Transferring deployment sets by levels .16
13.6.1 Function deployment .16
13.6.2 Applicable tools and methods .17
13.6.3 Parts deployment .17
13.6.4 Applicable tools and methods .17
13.6.5 Manufacturing and process deployments .17
13.6.6 Applicable tools and methods .17
13.6.7 Project work or task management .17
14 Solution concept engineering .18
14.1 General .18
14.2 Applicable tools and methods .18
15 Design optimization .18
15.1 Parameter design for robustness .18
15.2 Tolerance design .18
15.3 Applicable tools and methods .18
16 Prototyping, testing, and validation .19
16.1 General .19
16.2 Applicable tools and methods .19
17 Build planning .19
17.1 General .19
17.2 Applicable tools and methods .19
18 Build start-up .20
18.1 General .20
18.2 Applicable tools and methods .20
19 Build .20
19.1 General .20
19.2 Applicable tools and methods .20
20 Packaging design, logistics, channel management, consumer information, and
operating instructions .21
20.1 General .21
20.2 Applicable tools and methods .21
20.3 Logistics .21
20.4 Marketing claims .21
21 Customer support .21
21.1 General .21
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ISO 16355-1:2021(E)

21.2 Applicable tools and methods .21
22 Customer satisfaction .21
22.1 General .21
22.2 Applicable tools and methods .22
23 Product end-of-life disposal, recycle, reuse, and other sustainability concerns .22
23.1 General .22
23.2 Applicable tools and methods .22
24 Flow to next generation development .22
24.1 General .22
24.2 Applicable tools and methods .22
Annex A (informative) Examples of applicable methods and tools .23
Annex B (informative) Concept relationships and their graphical representation .53
Bibliography .54
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ISO 16355-1:2021(E)

Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation of the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO's adherence to the
World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT), see www .iso .org/
iso/ foreword .html.
This document was prepared by Technical Committee ISO/TC 69, Applications of statistical methods,
Subcommittee SC 8, Application of statistical and related methodology for new technology and product
development.
This second edition cancels and replaces the first edition (ISO 16355-1:2015), of which it constitutes a
minor revision. The changes compared to the previous edition are as follows:
— throughout the text, addition of relevant informative references to the other parts in the ISO 16355
series, which are also added to the Bibliography.
A list of all parts in the ISO 16355 series can be found on the ISO website.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www .iso .org/ members .html.
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ISO 16355-1:2021(E)

Introduction
Quality function deployment (QFD) is a method to assure customer or stakeholder satisfaction and
value with new and existing products by designing in, from different levels and different perspectives,
the requirements that are most important to the customer or stakeholder. These requirements are
well understood through the use of quantitative and non-quantitative tools and methods to improve
confidence of the design and development phases that they are working on the right things. In addition
to satisfaction with the product, QFD improves the process by which new products are developed.
Reported results of using QFD include improved customer satisfaction with products at time of launch,
improved cross-functional communication, systematic and traceable design decisions, efficient use of
resources, reduced rework, reduced time-to-market, lower life cycle cost, improved reputation of the
organization among its customers or stakeholders.
This document demonstrates the dynamic nature of a customer-driven approach. Since its inception
in 1966, QFD has broadened and deepened its methods and tools to respond to the changing business
conditions of QFD users, their management, their customers, and their products. Those who have used
older QFD models will find these improvements make QFD easier and faster to use. The methods and
tools shown and described represent decades of improvements to QFD; the list is neither exhaustive nor
exclusive. Users should consider the applicable methods and tools as suggestions, not requirements.
This document is descriptive and discusses current best practice; it is not prescriptive by requiring
specific tools and methods.
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INTERNATIONAL STANDARD ISO 16355-1:2021(E)
Application of statistical and related methods to new
technology and product development process —
Part 1:
General principles and perspectives of quality function
deployment (QFD)
1 Scope
This part of ISO 16355 describes the quality function deployment (QFD) process, its purpose, users, and
tools. It does not provide requirements or guidelines for organizations to develop and systematically
manage their policies, processes, and procedures in order to achieve specific objectives.
Users of this part of ISO 16355 will include all organization functions necessary to assure customer
satisfaction, including business planning, marketing, sales, research and development (R&D),
engineering, information technology (IT), manufacturing, procurement, quality, production, service,
packaging and logistics, support, testing, regulatory, and other phases in hardware, software, service,
and system organizations.
2 Normative references
There are no normative references cited in this document.
3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
3.1
quality function deployment
QFD
managing of all organizational functions and activities to assure product quality
Note 1 to entry: The organization is responsible for product quality and strives for it via defining, testing,
building, commercializing, and supporting the product.
Note 2 to entry: Literal definition is that the “quality function” is “deployed” to all other business functions and
departments who play a role in assuring quality and customer satisfaction.
3.2
voice of customer
VOC
communications from the customer
Note 1 to entry: The communications from the customer may be verbal, written, video, audio, animation, or other
form and may be descriptive, behavioural, or ethnographic.
Note 2 to entry: Customer is defined in ISO 9000:2015, 3.2.4.
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3.3
customer need
potential benefit to a customer
Note 1 to entry: The benefit to a customer from having their problem solved, their opportunity enabled, their
image (self or to others) enhanced, or being advanced to a more desirable state.
Note 2 to entry: The benefit is positively stated.
Note 3 to entry: The benefit describes a single issue.
...