TTMG 5103 Module Techniques and Tools for Developing the Solution

1. TTMG 5103 Module Techniques and Tools for Developing the Solution Don Liang Technology Innovation Management Carleton University

2. Agenda • Objective • Performance and Perception Expectations • Identify what customers want in your solution • Axiomatic Design • Transform what customers want into the best products and services • Function Structure • Identify how the solution functions in its whole and its parts • Morphological Matrix • Generate solution concepts by combining design alternatives • Lessons Learned • References

3. Objective • Transforms your great ideas into workable models • What functions will it perform and how do I design it • How will I assess how good it is • What alternatives do I have • Can I make my solution invincible, and manage the risk of trying

4. Agenda Objective Performance and Perception Expectations Identify what customers want in your solution Axiomatic Design Transform what customers want into the best products and services Function Structure Identify how the solution functions in its whole and its parts Morphological Matrix Generate solution concepts by combining design alternatives Lessons Learned References

5. Performance and Perception Expectations Performance and perception expectations provide: • Actionable substance for innovating a specific solution • Specification to the solution that will get the job done • More clarification than outcome expectations Performance expectations: objective, unambiguous, and measurable Perception expectations: subjective, ambiguous, and difficult-to-measure

6. Performance and Perception Expectations Examples Performance expectations examples: • Weight of a product, service delivery lead times, the product or service cost, product quality characteristics Perception expectations examples: • Ease of use, look and feel, ease of doing business, timeliness

7. The 6 Steps to define performance and perception expectations

8. Step 1: Define the Focus • To define performance and perception expectation, you need to agree on which part of the solution-target or final-is the focus • Make sure your team has the same definition in mind • i.e. Definition of “prescription”: • bottle of medication or a piece of paper?

9. Step 2 : Identify Customers • Three general categories of customers: • End Users: The ones for whom a solution is created. They use products and services to get a certain job done • Brokers: Make products and services accessible to end users, and transmit customer expectations to the solution provider. • Fixers: Individuals or organizations that improve the product or service to better meet end-user expectations

10. Step 3: Gather Expectations • Identify performance and perception expectations for each customer segment by using: customer surveys, focus groups, or interviews. • Ask participants to fill in the blank: Expectation: “A satisfying solution is one that is __” Functional attributes: “A satisfying solution is one that has __” Job to be done: “A satisfying solution is one that does __”

11. Step 4: Classify Expectations by type • Categorize each expectation as either a performance or perception expectation • Determine how to measure expectation • Performance expectations: • Establish the operational definition, unit of measure, and targets for each of the measurements • Perception expectations: • Use a surrogate measure that is strongly correlated to the expectation

12. Example: VOIP service

13. Step 5: Align Expectations between Customer Segments • Determine a way to minimize or resolve potential conflicts • Align expectations between different customer segments so that conflicts are minimized

14. Step 6: Translate expectations into Design Requirements • Convert customer’s expectations into a viable design starting with functional requirements

15. Moment of Truth • Discussion time • Examples

16. Agenda Objective Performance and Perception Expectations Identify what customers want in your solution Axiomatic Design Transform what customers want into the best products and services Function Structure Identify how the solution functions in its whole and its parts Morphological Matrix Generate solution concepts by combining design alternatives Lessons Learned References

17. Axiomatic Design - Background • Definition: Axiomatic design is the process of translating customers’ performance and perception expectation, or customer attributes(CAs), into functional requirements(FRs), then design parameters(DPs), then process variables(PVs). • Independence axiom: FRs and DPs are independently attached • Information axiom(robust design): a design with the least information content

18. Coupled Design • All FRs cannot be achieved independently by adjusting DPs without affecting other FRs • Example: water faucet • FR1 = Water Flow • FR2 = Water Temperature • DP1 = Angle of Cold Valve • DP2 = Angle of Hot Valve

19. Decoupled Design • All FRs can be achieved independently by adjusting DPs. But at least one DP affects two or more FRs • Example: Web-based e-transaction • FR1 = Key items for sale on front page • FR2 = Enable search for more products • DP1 = Front page design • DP2 = Search algorithm

20. Uncoupled Design • Each FR is independently achieved by a corresponding unique DP • Example: water faucet • FR1 = Water Flow • FR2 = Water Temperature • DP1 = Flow Rate Valve • DP2 = Hot/Cold Mixing Valve

21. Axiomatic Design Steps • 1. Determine CAs • 2. Translate CAs into FRs • 3. Translate FRs into DPs • 4. Map DPs to PVs

22. Moment of Truth • Discussion time • Examples: Coupled Design: FR1 = Secure user authentication FR2 = Forget Password DP1 = Store encrypted password in database DP2 = Decrypt password and send back to user Uncoupled Design: FR1 = Secure user authentication FR2 = Forget Password DP1 = One-way hash encryption i.e. MD5, SHA DP2 = Reset password

23. Agenda • Objective • Performance and Perception Expectations • Identify what customers want in your solution • Axiomatic Design • Transform what customers want into the best products and services • Function Structure • Identify how the solution functions in its whole and its parts • Morphological Matrix • Generate solution concepts by combining design alternatives • Lessons Learned • Conclusion and Discussions

24. Function Structure • Function structure divides the overall design function into cohesive and naturally workable sub functions • Function structure can be used to create design concepts and translate functional requirements into design parameters

25. Function Structure Example

26. The 4 Steps to define function structure

27. Step 1: Clarify the design problem • Write the function in the middle box of a function structure Function Structure Cooking Robot Cooks pancake

28. Step 2: List the inputs and outputs for the function • List the inputs to the left – system need • List the outputs to the right – system deliver Function Structure Information Information Order Input Settings Order Complete Status Materials Materials Cooking Robot Cooks pancake Milk, Flour, Eggs Water Vapor, Pancake Energy Energy Electrical Heat

29. Step 3: Divide the overall function into identifiable sub functions • List the corresponding sub functions Cooking Robot cooks pancake Order Input Prepare Ingredients Cook Pancake Serve Pancake Order Complete Mix Ingredients Pour Mixture Dish Pancake Add Milk Turn the Cake Add Source Stir Mixture Hand Over

30. Step 4: Develop possible solutions for each sub function • Ideate possible solutions, combine or further subdivide the sub functions as needed Cooking Robot cooks pancake Order Input Prepare Ingredients Cook Pancake Serve Pancake Order Complete Mix Ingredients Pour Mixture Dish Pancake Add Milk Turn the Cake Add Source Stir Mixture Hand Over

31. Moment of Truth Related to Function Structure • Discussion time • Examples

32. Agenda Objective Performance and Perception Expectations Identify what customers want in your solution Axiomatic Design Transform what customers want into the best products and services Function Structure Identify how the solution functions in its whole and its parts Morphological Matrix Generate solution concepts by combining design alternatives Lessons Learned References

33. Morphological Matrix • Morphological Matrix helps you come up with new solutions by combining all design options at the sub function level • Use after the system’s sub functions were identified • Help translate functional requirements into design parameters in axiomatic design

34. The 5 Steps to define morphological matrix

35. Step 1: Determine the system’s sub functions • Simple designs: • Brainstorm a list of sub functions • Complex systems: • Use function structure or axiomatic design • Process-based innovations: • Use process or value stream map (Technique 46)

36. Step 2: List the design options for each sub function • List at least two but no more than six design options for each sub function

37. Step 3: Assess feasibility of design options • Eliminate any options that conflict with design constraints or customer requirements

38. Step 4: Generate design concepts • Combine the remaining options to derive design concepts

39. Step 5: Assess feasibility of design concepts • Complete a preliminary evaluation of the design concepts base on physical or cost constraints

40. Moment of Truth Related to Morphological Matrix • Discussion time • Examples

41. Agenda Objective Performance and Perception Expectations Identify what customers want in your solution Axiomatic Design Transform what customers want into the best products and services Function Structure Identify how the solution functions in its whole and its parts Morphological Matrix Generate solution concepts by combining design alternatives Lessons Learned References

42. Lessons learned • Identify what customers want by finding out performance and perception expectations • Use axiomatic design when designing complex systems. It ensures the final solution is the best design and can be manufactured or delivered to satisfy customer needs • Use function structure and morphological matrix to find out innovative solutions

43. References • Axiomatic design solution, Inc. http://www.axiomaticdesign.com/technology/axiomatic.asp (June 10, 2009) • Innovator’s Toolkit, www.innovatorstoolkit.com (June 10, 2009) • Yahoo news, http://news.yahoo.com/s/nm/us_japan_robots;_ylt=AmEWOd0emfZQYrr_YHW3t_TlWMcF (June 11, 2009)