Mine Your Own Business — Driving Business Innovation Into Successful Products Glenn H. Mazur International Academy for Quality QFD Institute 2015 Calgary Quality Conference

Innovation for quality professionals 1.ISO 9001:2015 talks the talk, and ISO walks the walk. 2.Innovation methods. 3.Translating solution space into problem space.

1. ISO 9001:2015 and innovation Innovation mentioned only once in 0.1 Introduction: Consistently meeting requirements and addressing future needs and expectations poses a challenge… the organization might find it necessary to adopt various forms of improvement … such as breakthrough change, innovation and re-organization. 3

ISO 9001:2015 and customer needs Risk-based thinking is now explicitly “essential” for attracting customers and developing new products. (section 0.3.3) Leadership commitment to enhancing customer satisfaction (section c) Leadership commitment to ensuring customer focus throughout organization (section 5.3)

VOC and quality management Involvement of customers and users in the design and development process (section g) –Design and development inputs does not mention customers (section 8.3.3) –Customer feedback is mentioned only as a post-launch activity (section d) The standard lacks guidance on how to best do these activities in a “quality” way. 5

ISO provides the guidance Based on comprehensive QFD (quality function deployment) Guidance on –Business strategy using hoshin kanri. –Customer gemba studies. –Translating solution space into problem space to get customer prioritizations. –Technology-driven reverse QFD. –TRIZ technology evolution.

Innovation from a QFD perspective Unmet customer need + Invention = Innovation True innovation: –solves customers’ problems –enables customers’ opportunities –makes customers feel good and look good.

Customer-driven innovation a.Gemba visit, video, and photos b.Customer process mapping c.New markets

a. Customer gemba walkabout 現場 In Six Sigma, gemba is where product is made. In QFD, gemba is where product is used. –Talk to customers about their business trends. –Walk around and look for unsolved problems and unmet opportunities. Find unspoken customer needs –Known knowns – surveys, questionnaires –Known unknowns - interviews and focus groups –Unknown unknowns - gemba

Gemba Videos

Gemba Photos

b. Customer Process Mapping Value stream mapping to document: –Customer Process: step-by-step map –Content: Things gone right (TGR) to be protected Things gone wrong (TGW) to be fixed –Value: How customer measures (dis)satisfaction –Pain Points: Greatest potential for value

Customer Process Map – Sleep clinic

c. New markets MD Robotics, maker of the Canadarm, used their trajectory planning software to create the world’s most advanced animatronic dinosaur for Universal Studios Florida’s Triceratops Encounter attraction.

2. Innovation methods d.TRIZ: Patterns of technology evolution. e.Reverse QFD: voice of engineering into voice of customer.

d. TRIZ patterns of evolution: S-curves S-curve life cycle (growth curves from technology concept, early adoption, maturity, and replacement). Ex. Airplanes grew from bi- planes made of internal wood skeletons, to composite tube exoskeletons.

TRIZ patterns: increase ideality Increased ideality (benefit divided by cost). Ex. The ENIAC computer in 1946 weighed several tons, took a whole room, and did only computational functions. Todays smart phones weigh a few ounces, fit in a pocket, communicate, keep your calendar and alert you, take 4K video, navigate, keep track of your health, and so much more.

TRIZ patterns: complex, then simple Increased complexity, then simplification (increase in systems followed by integration). Ex. Music systems evolved from separate components to integrated boom boxes, to MP3 players, to streaming music from the cloud.

e. Reverse QFD for health insurance

3. Translate solution space into problem space “I need a hot cup of coffee.” Cause-to-effect diagram. One bone, many heads. Will 99 o C warm me up? Are there other technologies that will warm me up? 20

Future Big Data inundating business and product developers. –Loyalty programs –Word-of-mouse online reviews –Point-of-sale information Highly personalized one-off products. Holistic experience: “feel good” about product, packaging, service and support, retirement. A team effort: tear down those walls!

Learn more with ISO Part 1: general framework Parts 2-3: acquire voice of customer Part 4: VoC analysis Part 5: transform VoC into design Parts 6-7: optimization Part 8: commercialization