The Design for Innovation (D4I) management process for handling any kind of technology innovation problem.

1. Design for Innovation (D4I) Process for Strategic Innovation Dr. Iain Sanders, Director Design for Innovation Ltd. Continuous Growth for Sustainable Competitive Advantage 1 TAPPING YOUR UNTAPPED POTENTIAL DESIGN FOR INNOVATION (D4I)

2. 2 Innovation by Design Typology of Technological Innovations at the Enterprise Level Low High Low High Degree of Management Degree of Leadership and Contribution to Competitiveness Unplanned Improvements Continuous Incremental Innovation Radical Innovation Strategic Accelerated Systematic Innovation

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4. What you don’t know about your customers and your business may be costing you millions! 4 © Design for Innovation, 2007-09 For example : technology, product & service value-creation For example : The best customer solutions to maximize your customers’ profitability For example : Your business model is now obsolete, limiting your effectiveness and ability to achieve a sustainable competitive advantage

5. Competitive Strategies Survival vs. Market Leadership Strategies 5 Creating new adaptable business models Perfecting traditional business model Business Innovation Enterprise-wide BPM Functional improvements Process Innovation Radical Incremental Technology Innovation Systemic Linear Innovation Building distinctive capabilities Building resources Strategic Growth Focus Building Your Competitive Advantage New product categories & New brands New attributes & Line extensions Product Innovation Customer intimacy Customer service Customer Satisfaction Differentiation and positioning Mass marketing Marketing Strategy Creating higher customer value Low cost/benefit ratio Customer Value Winning and Retaining Customers LEADERSHIP STRATEGY Targeting market leadership SURVIVAL STRATEGY Staying alive Entry ticket to the competition game OUR FOCUS

6. D4I: a Tool for Handling Organized Complexity Chaotic Simplicity Chaotic Complexity Organized Simplicity Organized Complexity Simple Differentiation Complex Differentiation Integration Order Integration Chaos Relatively simple condition with low levels of organization, such as during periods of low demand, or the system is at the point of giving up efforts to cope effectively Innovation & experimentation pursued without restraint & accountability. Diversity overload: resources & focus depleted, efforts duplicated, errors & conflicts Dominates when forces for control and order prevail at the cost of new ideas and approaches – stability attained tends to be rigid and authoritarian Handles healthy progress through experimentation, learning, & integration achieved by moving concurrently toward higher levels of complexity & order 6 © Design for Innovation, 2007-09 innovation supports overall system improvement, shares knowledge & facilitates self-correction D4I

8. Examples of Design for X (DfX) Methods and Corresponding Functional Requirements (FRs) 8

11. Axiomatic Design - Customer Needs - Functional Requirements - Design Parameters - Process Variables - Constraints D4I TRIZ Design Appropriate Technologies Appropriate Systems - Available Resources - Scientific Effects - Substance-Field Analysis - System Operators - ISQ - Ideal Vision - Problem Formulation - Innovation Algorithm - Resolve Contradictions - Evolution Patterns Systems Engineering - Systems Design Hierarchy: Systems, Sub- systems, Components, Sub- components, Parts D4I Integrated Design for Innovation Appropriate Solutions - System Lifecycle Stages: Needs Analysis, Concept Exploration, Concept Def. Adv. Dev., Eng. Design, Integration & Eval. Design for Innovation (D4I) “ Creating New Possibilities for Better Results” © Design for Innovation, 2007-09 11

12. D4I Integrated Design for Innovation 12 © Design for Innovation, 2007-09 Axiomatic Design - Customer Needs - Functional Requirements - Design Parameters - Process Variables - Constraints

15. Axiomatic Design Domains Customer Domain Functional Domain Physical Domain Process Domain 15 © Design for Innovation, 2007-09 Customer Needs (CNs) Functional Requirements (FRs) Design Parameters (DPs) Process Variables (PVs) WHAT? HOW? Concept Design Phase WHAT? HOW? Product Design Phase WHAT? HOW? Process Design Phase

16. Zigzagging Functional Domain Physical Domain 16 Zig Zag FR1 Cool Food DP1 Refrigerator FR1-1 Temp Range FR1-2 Uniform Temp DP1-1 Temp Sensor DP1-2 Fan System

17. D4I Integrated Design for Innovation 17 © Design for Innovation, 2007-09 Systems Engineering - Systems Design Hierarchy: Systems, Sub-systems, Components, Sub-components, Parts - System Lifecycle Stages: Needs Analysis, Concept Exploration, Concept Definition, Advanced Development, Engineering Design, Integration & Evaluation

18. Process Variables (PVs) 18

19. Evolution of System Materialization through System Life Cycle (Focus of principal effort in each phase is shaded) 19 Select or adapt Visualize Part Design Define functions Visualize Sub-component Integrate Design, test Validate, specify construction Select, define functions Visualize Component Integrate, test Validate selected subsystems Define config-uration Define functions Visualize Subsystem Test & evaluate Validate concept Define selected concept Explore concepts Define operational objectives System Integration & Evaluation Engineering Design Advanced Development Concept Definition Concept Exploration Needs Analysis Phase Level

21. Systems Engineering / Axiomatic Design Method over Life Cycle 21 Test and evaluate system Validate component construction Test critical subsystems Simulate, validate system effectiveness Validate performance requirements Validate needs, feasibility Design Validation Specify test equipment Specify sub-component construction Specify component construction Select components, architectures Visualize components, architectures Visualize subsystems, technology Physical Definition Define functional tests Define part functions Define sub-component functions Define component functions Define subsystem functions Define system functions Functional Definition Analyze requirements Analyze design requirements Analyze functional requirements Analyze performance requirements Analyze operational requirements Analyze Needs Requirements Analysis System integration, Prototype test, Operational evaluation Component engineering, Component test, Reliability engineering Risk abatement, Subsystem demonstration, Component design requirements Trade-off analysis, Functional architecture, Subsystem definition Concept synthesis, Feasibility experiments, Requirements definition System studies, Technology assessment, Operational Analysis Phase Activities / Step Integration & Evaluation Engineering Design Advanced Development Concept Definition Concept Exploration Needs Analysis Phase

22. Design Domains for Various Needs 22 © Design for Innovation, 2007-09

26. 26 © Design for Innovation, 2007-09 4. How to shape your product for the future. 3. Product and service functionality. 2. Products and services usage & relationships. 1. Unmet and / or idealized market needs. Remember the Future Give Them a Hot Tub Spider Web 20/20 Vision Buy a Feature Speed Boat The Apprentice Product Box Me and My Shadow Prune the Product Tree Start Your Day Show and Tell Tools / Pur-pose

29. 29 Auto Transmission Control motion Commonality – the function performed by each element can be found in a wide variety of system types. Refrigerator Control temperature Solar Cell Array Generate electricity Singularity – each functional element should fall largely within the technical scope of a single engineering discipline. Reciprocating Engine Generate torque Turbojet Engine Generate thrust Significance – each functional element must perform a distinct and significant function, typically involving several elementary functions. Energy – provide energy or propulsive power to the system Servo Actuator Control position Welding Machine Join material Commonality – the function performed by each element can be found in a wide variety of system types. Milling Machine Form material Autoclave React material Singularity – each functional element should fall largely within the technical scope of a single engineering discipline. Shipping Container Store material Airframe Support material Significance – each functional element must perform a distinct and significant function, typically involving several elementary functions. Material – provide system structural support or enclosure, or transform the shape, composition, or location of material substances Printer Output Data Magnetic Disk Store Data Commonality – the function performed by each element can be found in a wide variety of system types. Word Processor Control Processing Operating System Control System Singularity – each functional element should fall largely within the technical scope of a single engineering discipline. Computer CPU Process Data Keyboard Input Data Significance – each functional element must perform a distinct and significant function, typically involving several elementary functions. Data – analyze, interpret, organize, query, and/or convert information into forms desired by the user or other systems TV Tube Output Signal Image Processor Process Signal Commonality – the function performed by each element can be found in a wide variety of system types. Radio Receiver Receive Signal Radar Antenna Transduce Signal Singularity – each functional element should fall largely within the technical scope of a single engineering discipline. FM Radio Transmitter Transmit Signal TV Camera Input Signal Significance – each functional element must perform a distinct and significant function, typically involving several elementary functions. Signal – generate, transmit, distribute, and receive signals used in passive or active sensing and in communication Application (Examples) Element Function Selection Criteria Class Function

32. System Design Hierarchy 32 SEALS ROCKET NOZZLES THRUST GENERATORS COUPLINGS REACTANT VALVES MATERIAL REACTORS GEARS GEAR TRAINS POWER TRANSFER ALGORITHMS LIBRARY UTILITIES DATABASE PROGRAMS LED CATHODE RAY TUBES DATA DISPLAYS TRANSFORMER SIGNAL AMPLIFIERS SIGNAL DISPLAYS SIGNAL NETWORKS DATABASES MATERIAL PREPARATION ENGINES COMMUNICA-TION SYSTEMS INFORMATION SYSTEMS MATERIAL PROCESSING SYSTEMS AEROSPACE SYSTEMS PARTS (EXAMPLES) SUB-COMPONENTS (EXAMPLES) COMPONENTS (EXAMPLES) SUB-SYSTEMS (EXAMPLES) SYSTEMS (EXAMPLES)

33. 33 CONTROL SYSTEM FIRMWARE CONTROL PROCESSING SUPPORT SOFTWARE CONTROL PROCESSING APPLICATION PROGRAM CONTROL SYSTEM OPERATING SYSTEM SOFTWARE GENERATE ELECTRICITY SPECIAL ENERGY SOURCE CONTROL TEMPERATURE COOLING UNIT CONTROL TEMPERATURE HEATING UNIT GENERATE THRUST JET ENGINE GENERATE TORQUE ROTARY ENGINE THERMOMECHANICAL CONTROL MOTION POWER TRANSFER DEVICE REACT MATERIAL MATERIAL REACTOR FORM / JOIN MATERIAL MATERIAL PROCESSING MACHINE STORE MATERIAL CONTAINER SUPPORT MATERIAL FRAMEWORK MECHANICAL INPUT / OUTPUT DATA DATA INPUT / OUTPUT DEVICE TRANSDUCE SIGNAL TRANSDUCER STORE DATA DATA STORAGE DEVICE GENERATE ELECTRICITY ELECTRIC GENERATOR INPUT DATA INERTIAL INSTRUMENT ELECTROMECHANICAL GENERATE ELECTRICITY OPTICAL POWER GENERATOR FORM MATERIAL HIGH ENERGY OPTICS DEVICE OUTPUT SIGNAL / DATA DISPLAY DEVICE STORE DATA OPTICAL STORAGE DEVICE INPUT SIGNAL OPTICAL SENSING DEVICE ELECTRO-OPTICAL VARIOUS SPECIAL ELECTRONIC COMPONENT PROCESS SIGNAL / DATA COMMUNICATION PROCESSORS PROCESS SIGNAL SIGNAL PROCESSOR PROCESS DATA DATAPROCESSOR TRANSMIT SIGNAL TRANSMITTER RECEIVE SIGNAL RECEIVER ELECTRONIC (DERIVED FROM) FUNCTIONAL ELEMENT(S) DESIGN COMPONENTS (EXAMPLES) DESIGN ELEMENT CATEGORY

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38. Input Constraints for FRs – Example: Design for Environment (DfE) Focus 38 © Design for Innovation, 2007-09 Reduce Material Usage Fewer / Cleaner Prod-uction Consumables Recyclable Materials Safer Incineration Less Production Waste Recycled Materials Material Recycling Lower / Cleaner Energy Consumption Lower “Embodied Energy” Materials Product Re-manufacturing Fewer Production Steps Renewable Materials Design for Disassembly Alternative Prod-uction Techniques Optimize Production Techniques Cleaner Materials Optimize Material Use Reuse of Product Optimize End-of-Life System Energy-efficient Logistics Strong User-product Relationship Reduce Energy & Consumable Waste Energy-efficient Transport Mode Modular Product Structure Cleaner Consumables & Auxiliary Products Less / Cleaner / Re-usable Packaging Optimize Distribution System Facilitate Easy Maintenance & Repair Reduce Use of Consumables Provide a Service Increase Reliability and Durability Cleaner Energy Sources Increase Shared Use Optimize Product Functions Lower Energy Consumption Reduce Impact During Use Dematerialization New Concept Development Integrate Product Functions Physical Optimization Specific Directions DfE Strategy Specific Directions DfE Strategy Specific Directions DfE Strategy

41. THINKING ANALOGICALLY WITH TRIZ (WITHOUT AN EGO) OPERATORS MY PROBLEM THE WORLD’S PROBLEMS THE WORLD’S SOLUTIONS MY SOLUTION 41 © Design for Innovation, 2007-09 TAPPING YOUR UNTAPPED POTENTIAL DESIGN FOR INNOVATION (D4I) PATTERNS OF INVENTION

42. 42 © Design for Innovation, 2007-09 1 2 3 5 6 7 8 9 n 4 1 2 3 4 5 6 7 8 9 n My Problem My Solution To Corresponding Solutions Many Typical Problems Many Typical Recommendations for Solutions (Knowledge base) A large number of typical problems are available for consideration. These operators help to narrow the search to a manageable range of typical problems For each typical problem, there are one or more potential solutions Prism of Analytical tools TAPPING YOUR UNTAPPED POTENTIAL DESIGN FOR INNOVATION (D4I)

44. Why the Ideation Process is Different: Enhancing Decision Making Process via Accelerating Idea Generation Process Starting Point Practical Deadline An EXHAUSTIVE Set of Options Forced Decision Point Number of Options Required to Make a Reasonable Decision Possible Options Time Gradual Accumulation of Practical Knowledge 44 © Design for Innovation, 2007-09 Confident Decision Point Rapid Development of Practical Knowledge

45. I-TRIZ Ring Containment Problem 45 © Design for Innovation, 2007-09

47. I-TRIZ Problem Formulation Blueprint: fills in what’s missing, linking CNs, FRs, DPs & PVs: 1 st Level System Hierarchy DP CN FR PV 47 © Design for Innovation, 2007-09

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