Mine Your Own Business — Driving Business Innovation Into

Successful ProductsGlenn H. Mazur

International Academy for QualityQFD Institute

2015 Calgary Quality Conference

Innovation for quality professionals

1. ISO 9001:2015 talks the talk, and ISO 16355 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.

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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 5.1.2 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 8.3.2 g)– Design and development inputs does not

mention customers (section 8.3.3)– Customer feedback is mentioned only as a

post-launch activity (section 8.5.5 d)• The standard lacks guidance on how to

best do these activities in a “quality” way.

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ISO 16355 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 99oC

warm me up?• Are there other

technologies that will warm me up?

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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 16355

• 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• www.iso.org/obp/ui/#iso:std:62626:en