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Study Logic – A powerful tool to manage Innovative Product Development
Template Innovation Day presentationCONFIDENTIAL
STUDY LOGIC – A POWERFUL TOOL TO MANAGE INNOVATIVE PRODUCT DEVELOPMENT
Rudy Van RaemdonckCoordinator [email protected]
METHODOLOGIES & TOOLS
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CONTENT
Challenges of Innovative Product Development
The challenge of the challenges
What is a study logic?
How to design a study logic?
Conclusions
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INNOVATIVE PRODUCT DEVELOPMENTWhat challenges lie ahead of you?
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CREATE ADDED VALUE
Added Value
Feasible
Utility
UseableDesirable
Allowable
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IT’S ALL NEW!
Innovative Product
Technology
Application
Service
Users
Market
Business Model
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FROM ‘ACCIDENTAL’ INNOVATION ...
1906
Will Keith Kellog (1860 – 1951)
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... TO MASTERING INNOVATION-ON-DEMAND!
2015
What will be your approach?Your company
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DEALING WITH THESE CHALLENGES IS A CHALLENGE ON IT’S OWN!
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THE PROBLEM WITH ‘FORMAL’ APPROACHES
• Ridgid
• Sequential (finish one step before starting the next one)
• Little room for learning or experimenting
• Assumes requirements and specifications can be formulated up front
• Specifications are frozen in an early stage
• Are very technically oriented
ESA project management approach (ecss-m-30B)
V-model approach
Formal approaches are less compatible with the unknowns and uncertainties at the start of an Innovative Product Development
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THE PROBLEM WITH ‘AGILE’ APPROACHES
Agile methods do not guarantee that the most important risks are tackled first
• Less controlled process
• Output driven tends to develop the ‘easy’ features first (deliver fast and regularly)
• No explicit risk management
However they are
• More user centric
• Promoting regular feedback
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WHAT ARE THE REAL CHALLENGES?• Innovation is about creating added value
• User is your judge• Technology is the enabler• Business is the interest
• Innovation is a learning process • Efficient innovation is about efficient learning• Late learning is in efficient (re-work) and costly• Reverse the learning curve
• Solution space reduces throughout the innovation process
TECHNOLOGYFEASIBLE
PEOPLEDESIRABLE
BUSINESSVIABLE
THESWEET SPOT
Innovation as a value creation and risk (uncertainties) mitigation process.
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STUDY LOGICHow to design a process to create value and mitigate risk?
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HOW DOES A STANDARD INNOVATION PROCESS LOOKS LIKE?
The gated innovation funnel
Front End of Innovation
• Opportunity Identification
• Idea management
New Product Development
• Design Strategy• Applied Technology• Product Design
New Product Introduction
• Design for X• Industrialization• Alpha Products
FEI NPD NPI
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THE NEED FOR A HIGHER LEVEL OF APPROACH
“If you do what you have always done,you will get what you have always gotten.”
Henry Ford (1863 – 1947)
Applying a standard approachwill always produce the same type
of solution and is unable to deal with the variability of Innovative
Product Development requirements
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WHAT HAPPENS ESSENTIALLY IN A DESIGN PROCESS?
DIVERGENT THINKING(create options)
• Analytical • Systematic• Multi-disciplinary• Tool:
Brainstorming• Output: Options
The Innovation dilemma: The more you diverge the more options you have to the solution but the more complex the convergence becomes.
CONVERGENT THINKING(evaluate options)
• Synthetically • Intuitive• Inter-disciplinary• Tool: Morphological map• Output: integrated
concepts
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FROM A GATED FUNNEL TOWARDS A FYKE
The Innovation Process is not a linear process but rather has an iterative nature.
FEI NPD NPI
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WHAT IS A STUDY LOGIC?
• A generic methodology: the design of a design process.• To come to a project specific plan• Determining the number of iterations needed to develop the product
• Specifying both what the inputs and the outputs of each iteration step are
• Based on a holistic risk assessment• Mapped on the Innovation Process (FEI/NPD/NPI)
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IN OTHER WORDS ...
• A study logic is not an alternative approach to rigid or agile approaches
• A study logic is a preparatory action for your project management
• A study logic takes into account both the knowns (inputs)and the unknowns (risks)
• A study logic is business oriented, technology enabled and user driven
• A study logic is context sensitive
A Study logic leads to a project specific approach enabling Innovative Product Development
Study logicIdea or problem Project Plan Action Plan
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STUDY LOGIC METHODOLOGYHow to design a study logic?
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WHERE TO START?
• Possible search fields for the definition of a product• Starting from an existing product• Starting from the company competences and assets • Starting from the market and the user
• This will result in a bunch of• Features• Ideas• Vague concepts
• How to evaluate this from the user point of view?
To do so it can help to make a quick design:Being a first intuitive guess as basis for a multidisciplinary analysis / review
But: Throw it away afterwards!
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STEP 1 – DETERMINE DEVELOPMENT ITEMS
Product PropertiesSpecifications
• List all product properties from the product brief or the quick design
• Check completeness based on a multi disciplinary analysis.
• Check coherence
• Split properties list
• Specification = Property with known implementation
• Development item = Property with unknown implementation or with several implementation options
Development Items
List of Development Items
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STEP 2 – PRIORITIZE DEVELOPMENT ITEMS
PrioritizePrimary dev. items
• Risk based• Technical
• Human
• Economic
• Related to Added Value
• Taking into account interdependencies
• Primary Development Item = Property with unknown solution that directly contributes to the added value of the product
• Secondary Development Item = Property with unknown solution that determines the boundary conditions
Secondary dev. items
Prioritized Development ItemsList of Development Items
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Systemdesign
Conceptdesign
Detaileddesign
STEP 3 – DETERMINE NUMBER OF ITERATIONS
• Deal with Primary Development Items
• Prioritized
• Tool: morphological map
• Output: one or more coherent principle solutions
• Deal with Secondary Development Items
• Within boundaries of System Design
• Prioritized
• Resolve conflicts
• Output: consistent product concept
• Deal with specifications
• Within boundaries of Concept design
• Detailed design of chosen product concept/specification
• Behold for added value erosion during detailed design
Primary Development Items
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STEP 3 – MAP UPON THE FYKE PROCESS
Systemdesign
Conceptdesign
Detaileddesign
Initial product properties
Gate Gate
FEI/NPD/NPI
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• The number of iterations depends on the nature of the risks• Give priority to the primary development items (in one or more
iterations), based on the dependencies
• Defining too few iterations will not provide the desired result• Defining too many iterations will make the approach less efficient
• Determine an appropriate ‘rate of convergence’• If too many risks: converge sooner, define more iterations• Converging too soon/too fast will lead to less innovative solution
• Successrate is determined by the number and the diversity of the options
STEP 3 – DETERMINE NUMBER OF ITERATIONS
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STEP 3 – DEFINE THE GATES
GATE KEEPER• Go/No Go decision for next stage• Integrated decision• Based on verified data
(simulation/review/test)• Based on a consistent product
concept• In collaboration with all stake-holders• Tool : Trade-off table
Gate
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STEP 4 – DETERMINE INPUTS AND OUTPUTS AT THE GATE
INPUTS
• Outputs of previous stage
• Check if context changed
OUTPUTS
• Retained viable product concept(s)
• Retained options• Go/No Go decision• WBS (spanning all
iterations)
GateGate
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STUDY LOGIC METHODOLOGY OVERVIEW
Quick designList
Development Items
Prioritize Development
Items
Determine # of iterations
Determine inputs and outputs per
iteration
Functional diagramProblem breakdown
Specifications (no risk)Development items (risk)
Primary development itemsSecondary development items
Custom staged gated process
# iteration cycles Work Breakdown Structure
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WHAT’S NEXT ...
Study Logic Project Plan Action Plan
• Stage gated approach
• Work breakdown structure
• Risk based
• Focused on creating Added Value
• Milestones
• Deliverables
• Tasks & dependencies
• Timing
• Buffers
• Approach (formal, agile, hybrid)
• Resources
• Responsibilities
• Project management
• Team management
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CONCLUSIONSWhat to take with you …
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1. An innovation project plan requires a study logic that plans to solve the biggest risks for not resulting in a value add product at the moment there’s enough solution space.
2. As a consequence each project is different3. The right multi-disciplinary risk analysis is crucial
and can change throughout the project, based on external factors.
4. Once the study logic is defined you can implement your standard project management methodologies / tools.
Note: This design & management approach can be used for any complex, multi-facetted (wicked) problem in business or society.
CONCLUSIONS
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STUDY LOGIC ATTITUDES
• Think continuous improvement • Think in function of Added Value creation• Manage risks in a holistic way• Plan front loaded (reverse learning curve)• Organize staged gated process• Integrate FEI/NPD/NPI• Think divergent/convergent• Manage options• Work multi-disciplinary• Work pragmatic and output driven• Apply visual communication
Study Logic – A powerful tool to manage Innovative Product Development
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