The eight parts of the ISO 16355 define 50 years of knowledge accumulated by QFD experts in books, papers, conferences, lectures, training modules, and websites. It contains concepts, principles, models, methods, tools, and case studies structured to guide practitioners in successful applications of QFD in their organizations, such that mastery of them is essential to Best Practice certification by QFD Institutes around the world.

ISO 16355  ISO 16355 is kept up-to-date through periodic reviews by the International Standards Organization, and thus represents a complete corpus or body of work at any point in time. It has been suggested that this is, in fact, a QFD Body of Knowledge (BOK) which is defined as the "accepted ontology for a specific domain."

This Keynote will introduce the ISO 16355 and its newest and future parts, as many of the presenters will explain how, as QFD practitioners, they have adapted QFD concepts, principles, models, methods, and tools to address problems and opportunities in their organizations.

Speaker: Glenn H. Mazur, QFD Red Belt^®, QFD Institute / International Council for QFD, USA

To remain sustainable in the long term, an organization needs to be able to systematically and rapidly adapt/transform its products, services, business models, resources and enterprise infrastructure in response to the changing business environment. To accomplish this in a coordinated manner, the business needs to be considered as a socio-technical system operating within a very complex and highly dynamic environment.

More often than not, the changes in market expectations and technological capabilities demand transformation across multiple organizations in integrated supply chains, where some businesses will be software intensive businesses, while others focused on physical offerings. These changes are being accelerated with the emergence of Internet of Things and Industry 4.0 developments and capabilities.

This tutorial will introduce the principles and relationships between Modern QFD and business transformation planning and development for businesses. The tutorial will reference relevant sections in the new ISO 16355 standard for QFD, and give attendees exercises to connect the principles and key methods, particularly Hoshin Kanri, the initial analytic stages of QFD, and prioritization and methods like the analytic hierarchy process (AHP). The Tutorial will consist of approximately 1 hour of lecturing and 1 hour of exercises using a case study from 'Space logistics systems' scenario..

Instructors: Dr. Kim Stansfield, QFD Black Belt^®, University of Warwick, Transformational Systems Engineering WMG, UK; and Steve Dimelow, QFD Black Belt®, QuEST Global Engineering Services, UK

This presentation looks at the intersection of QFD and Net Promoter System ("NPS"), which UnitedHealth Group ^® has been using to gauge the overall customer experience, including the influence of the company decisions on customers and employees, and to plan future improvements.

NPS is a sound measuring stick, but QFD is needed to successfully identify and fully implement meaningful systemic change to improve the NPS scores. Improving Net Promoter Scores (the metric of success within the system) indicates we listen, respond, and fulfill expectations not as we define them, but as customers define them.

This presentation will detail the rigorous Net Promoter System focused on raising quality, delivering value, and simplifying the health care experience for customers and care providers across the Enterprise with

• Data is third-party-measured and uses statistically accurate sample sizes and rigorous methodology;
• Businesses have implemented methods to identify key loyalty drivers, measure performance;
• Operational metrics are linked and establish prioritized action plans to improve overall performance;
• NPS data is being socialized with faster, more actionable reporting and digital access;
• Newly acquired businesses are enhancing NPS disciplines and adopting the enterprise approach, including global businesses;
• Businesses are obtaining continuous, immediate feedback and closing the loop with individuals;
• Employee engagement is increasing with enterprise-wide education and certification programs.

A case study based on a well-received smoking cessation program will be demonstrated..

Speaker: Carey Hepler, QFD Black Belt^®, NPS Champion, UnitedHealth Group^®, USA  

A BRITE EurAM European funded research project run between 1990 and 1992 to develop quality assured, flexible automated manufacturing and composite component design system, applied classical QFD approaches to align the designs to key business goals and stakeholder needs.

The methods used included process mapping, needs capture and prioritisation using pairwise comparison, the 1st QFD House of Quality (HoQ) matrix or Customer Needs - Functional Requirements matrix, QFD Functional Requirements - Function matrix, process capability studies, design and process FMEA, and the concept evaluation and convergence (Pugh Matrix).

This presentation will discuss how modern QFD approaches could have benefitted this project and would have enhanced the quality focus and project delivery of the collaborative development of the different design and manufacturing modules that were developed. It will also consider how classical and modern QFD approaches can be used in combination to strengthen the reuse of quality knowledge in complex projects and propose an integrated QFD and design framework.

Speaker: Dr. Kim Stansfield, QFD Black Belt^®, University of Warwick - Transformational Systems Engineering WMG, UK

Collaborative software deploys both the components and the bill of material (BOM) of the products. It visualizes the relationships and group-sharing while maintaining consistency. Due to these characteristics, collaborative software can become a complex system because it must deal with various 3D CAD and distributed databases.

In order to effectively carry out the quality assurance needed to ensure the availability and safety of both the specification and the operation, it is important to take a systematic design approach toward the invisible issues concerning both work flow and specification, in addition to individual analytic approach to the problems that have occurred.

In this paper, the author from Wacom, the designer and manufacturer specializing in interactive graphics tablets and related products, will detail the management of evaluation policy, the analysis of the failure that occurred and the method of reflection to the test scenario. The presentation will also discuss the role of design approach in both improvement of productivity and the realization of sustainable organization that can innovate.

Speaker: Takahiro Yamamoto, Wacom, Co., Ltd., JAPAN

The new ISO Norm 16355 provides an extensive reference for product development methods in general and QFD methods specifically, describing the state-of-the-art best practices worldwide. However it is not devised for the harmonisation of various legacy methods and practices.

This presentation will discuss how German QFD best practices shall be (re-) interpreted in order to upgrade and harmonise the traditional German QFD practices to the new ISO 16355 standard. The resulting German interpretation of ISO 16355 will serve as a cornerstone for re-launching the German QFD certification programme and for a wider dissemination of QFD.

Although the issues raised in this paper reflect German practices in general, no doubt, many of them are global. Thus, this presentation will be useful to anyone who previously learned the classical House of Quality and might not be aware of the pitfalls and risks of forcing the HoQ approach in today's projects. The presentation will be also useful to the new practitioners who should understand the full power of current best practice in compliance with the new ISO 16355.

This research proposes a method to design software reliability by incorporating the STAMP (Systems Theoretic Accident Model and Process) model and the QFD. By fusing the QFD Reliability Development and STPA (System Theoretic Process Analysis), it is possible to comprehensively and logically identify potential accidents that should never occur.

In the design of products requiring high reliability such as embedded software systems, the matters relating to the combination of software and hardware greatly affect reliability. It is very important to analyze the accidents that could result from the interactions and combinations of various components.

The proposed method aims to ensure reliability by conducting QFD, clarifying the potential accidents and hazards which must never occur, preparing the scenario through STPA and making more effective measures against the critical failures.

Speaker: Yoshimichi Watanabe, Ph.D., University of Yamanashi - Computer Science and Engineering, JAPAN

The awareness of social responsibility and sustainability is increasingly becoming a new force that drives business development. This paper is going to present a "use" framework of QFD, how QFD can be useful to businesses that have embraced the new awareness and are trying to incorporate social responsibility and sustainability into their business practices and new product development.

In the 1950s, quality guru Dr. Juran set forth his definition of quality as "fitness for use." In order to offer greater assistance on achieving this goal of "fitness for use" for sustainability, the author will present different aspects of use and types of customer, how a supplier/vendor can use such information as a guideline to satisfy their customer's goals for sustainability, and where to apply QFD for managing their product development efforts.

Speaker: Catherine Y.P. Chan, Ph.D., QFD Black Belt^®, Hong Kong Quality Function Deployment Association, HONG KONG

The members of the ISO 16355 working committee will report the state of the international standard and outline the future plans, as well as the implications of the new standard, notably how you can utilize it to your competitive advantage in new product development, business and service development, and businesses process re-engineering.

All are invited to participate in the discussion and Q&A.

Speaker: ISO 16355 Working Committee