Acquire the Necessary Support for DFSS Projects from Senior Management

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005 Tom Judd Sr. Director, Product Development Quality Master Black Belt, SSPD Corporate Quality Office Acquire the Necessary Support for DFSS Projects from Senior Management Design For Six Sigma 2008 April 21-23, Chicago

MOTO SLVR MOTO RAZR 2 MOTOROLA Q Mobile Devices Global Leader in the Personal Communications Industry MOTO RIZR MOTO KRZR

"July 7 has brought home more than ever the need for trusted, resilient and reliable emergency communications ... one technology, one open standard.” Pete Richardson 02 Airwave “ Our 800 MHz trunked critical communications network was the only game in town …From the storm’s landfall through today, it provided the foundation for all communications.” Paul Winter Charlotte County, FL 2006 London Bombings 2004 Florida Hurricanes Government & Public Safety Systems The Global Leader in Government & Commercial Communications Systems

Global leader in Broadband Home Solutions & Services Home & Network Mobility Digital Video & VOIP Solutions Advanced Wireless Solutions Global Provider of Carrier Network Solutions & Services Base Stations (WiMAX, 3GSM,CDMA), Broadband “Hot Points, Branded Services IP-BSC-DO

Six Sigma Product Development at Motorola

Motorola’s Digital Six Sigma Program Improving Customer Value & Business Performance HDFSS PDFSS PMFSS SDFSS TDFSS SSPD Six Sigma Product Development DMAIC DMADV LEAN SSPI Six Sigma Process Improvement

Product Programs Platform Programs SSPD Disciplines Align with Product Development Hardware Design for Six Sigma (HDFSS) Software Design for Six Sigma (SDFSS) Governance Framework Portfolio Development for Six Sigma (PDFSS) Technology Development for Six Sigma (TDFSS) Hardware & Software Design for Six Sigma (H&SDFSS) Business Case Development Requirements & Planning Project Definition Implementation Launch & Closeout M15 M13 M11 M7 M3 M0 Product Marketing for Six Sigma (PMFSS)

SSPD Deployment Organization

SSPD Process/Methods Consulting

MBB Level Program Mentoring

Set SSPD Program Success Metrics

Belt Training & Certification Program

Manage Cross-Business Initiatives

SSPD Communications Plan

CIG Responsibility to Businesses:

Establish a Lead SSPD MBB

Map SSPD to M-Gate Process

Identify SSPD Belt Candidates

Select SSPD Programs/Projects

Businesses Responsibilities: Corporate Quality Office SSPD Team Mobil Devices Government & Public Safety Home & Network Mobility

Current SSPD Project Activity at Motorola

14 Hardware DFSS Black Belt Certifications

62 Hardware DFSS Black Belt Projects WIP

192 Hardware DFSS Green Belt Certifications

221 Hardware DFSS Green Belt Projects WIP

1 Software DFSS Green Belt Certification

22 Software DFSS Green Belt Projects WIP

1 Product Marketing for Six Sigma Belt Certification

8 PD/PMFSS Green Belt Projects WIP

After 2 Years of Concentrated SSPD Deployment Effort….

How Did Motorola Get To This Level?

Six Sigma Team Benchmarked Companies doing DFSS

Convinced Senior Corporate Management to Commit

Established Corporate DFSS Deployment Team

Hired Top Consultants to Initiate Program

Trained Top People & Internalized the Training Quickly

Focused on Hardware DFSS Projects

Motorola DFSS Beginnings Started Off Doing the Right Things….. But… Adoption by the Businesses DID NOT Happen!

Didn’t have CEO or Staff “Raising the Flag”

Owned by Corporate Quality Office

Deployed into Businesses via the Quality Groups

Viewed as “Add On” to the DMAIC Six Sigma Program

Message of “Dedicated Black Belts” Conveyed

Most DFSS Projects were Lack Luster in Value Add

Bottom Line… Ineffective Buy In from Engineering Management Why the Ineffective Adoption? Could these be the Reasons DFSS Stumbled at First?...

Who “Owns” DFSS? Should Quality Own DFSS?..... DFSS Ownership For DFSS to Take Root… Thus, for DFSS Maturity to Aspire… Engineering Management MUST become Long Term Owners Most Companies (including Motorola)…. Quality Organization Yes, but… Quality can ONLY Own the Initial Deployment Activities Engineering MUST Own the Institutionalization of DFSS

Must Staff DFSS Team with Experienced Engineers

Staff Must be First “Wave” of DFSS Black Belts

Develop a “Minimal Disruptive” Deployment Plan

Initial Plan must be Pragmatic with Quick Wins

Be Prepared to be the “Doers” on the First Programs

Must be Master Change Agents & Influencers

First Goal…. Convert Engineering Management into Strong Sponsors Quality’s DFSS Deployment Ownership Some Key Ingredients for Success…

Convincing Engineering Management

Select the Target Audience….

Engineering Vice Presidents

Product Line Engineering Directors

Functional Engineering Directors

Program Management Directors

Engineering Quality Directors

“ General Awareness” Town Halls

And Remember… There will Always be Leaders, and Lagers… Focus on the Leaders…. You Only Need ONE!

Get Concurrence on the “As Is” State of Affairs…

Design Good Products

Talented Engineering Teams

Have Governance in Place

Strong “Do the Right Thing” Mind Set

But…

Don’t have a Clear, Prioritized Focus of the High Risks

Most Design is Done via the “Build – Test – Fix” Method

Too Many Prototype Builds & Reworks

Extreme “Fire Fighting” at End of Development Process

Too Much Time & Resources Spent in Testing

Often Late to Market with Customer Issues

Always Ask… What are YOUR “Pain Points” in Product Development?

Convincing Engineering Management BREIFLY Explain DFSS… “ A set of Methods & Tools Integrated with the Product Development Process and Functional Roles to Enable Improved Product Quality and Customer Satisfaction”

And… What DFSS Does Not Do…..

Replace Good Engineering Practices

Remove People from Their Functional Role

Require More Engineering Resources

Panacea for ALL the Product Development Issues

Bottom Line… Don’t Over Sell… Set the Right Expectations

Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Resources Shift for Proactive, Predictive Product Development NPI Resource Level NPI Development Time Launch Typical Resource Profile Resource Profile Using SSPD Post Launch “ Fire Fighting” Can always find Resources for This Shift Resources “ Up Front” to Find & Mitigate Risks Early

Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Voice of Customers Focus Groups Gemba Interviews Ethnography CPM Pugh DFMEA Design Specs QFD KJ Surveys (Consumers, Carriers, Business, Technology) Transfer Functions DOE’s RSM Reliability Analysis MSA Kano Marketing - MFSS Engineering – HW & SW DFSS Mrktg To Eng Hand Off Business Case Development Requirements & Planning Project Definition Implementation Launch & Closeout M15 M13 M11 M7 M3 M0

Up Front “Discovery Sessions” Lead to Identifying Risks and Discovering Opportunities Early in the Development Cycle Cross Functional Team Members (Engineering, Test, Quality, Mfg, SMEs) Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Radar Project Facilitation Meetings Maintain a System Level Perspective During Development with Constant Focus on Customer & Business Needs Enables Cross Function Perspectives that Discover Interactions & Constraints Provides a Forum for “Out of the Box” Thinking That Leads to New Idea Generation Discovery Sessions

Methods/Tools to Capture Discovery Session Engineering Knowledge Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Serve as Roadmaps for Risk Mitigation via DFSS Analytical Tools Radar Project Critical Parameter Management (CPM) Applied to “Proactive” Requirements EX: “How do we achieve the required range? System Subsystem Subsystem Vendor Comp Comp Mat’l DFMEA -- Applied to “ Reactive” Requirements EX: How do we make this water proof?

Convincing Engineering Management State the Value Proposition Via Success Stories….

External Sources…

Benchmarks with Companies “Doing” DFSS

Conferences: Presentations & Contacts

Develop Internal “Point Solution” Successes….

Recruit Projects at the “Grass Roots” Level

Usually Component or Subassembly Level

Green Belt, or Single Parameter Level Project

Work May be done via the DFSS Deployment Team

Define the Risk, then State the Value to the Program

Otherwise…. DFSS Acceptance will be “Faith Based” Only!

Convincing Engineering Management Examples of “Point Solution” Success Stories…. Mobile Voice & High Speed Data Unit Y = Block Error Rate Saved 4 Weeks of Testing! Mobil Voice T/R Unit Y = Increase Frequency Skipped the Pilot Build Phase! Cellular Base Station Unit Y = Reduce Software Fault Rate via FMEA Significantly Discovered & Mitigated Software Faults Prior to Acceptance Testing!

Convincing Engineering Management What to Say….

In a One-on-One Meeting…

Openly Accept Their Skepticism

Ask (Plead?) for a Chance to Prove the Value

State this will be a Pilot Project Only

The Project will be as Non-Disruptive as Possible

Will Supply a DFSS BB/MBB to Lead the Pilot Project

Will Present the Process and Results to Staff

“ You & Your Team” will Judge the Value Add

Key Message…. Pilot Project will NOT Interfere with Program Plan

How to be “Non-Disruptive”…

Identify 1-2 “Top” Level Critical Parameters (CPs)

CPs should be Performance or Functional Based

Need a Single Technical Contact on the Program

DFSS BB/MBB Facilitates CPM & DFMEA Sessions

Stretch: GB Training for a Few Program Engineers

If not, BB/MBB will do the DFSS Analysis Work

BB/MBB Extracts Value Statement from Program Team

Presents to Management with Program Advocates

Most Important…. Garnish Program Support of the Value Add

Let’s not “Boil the Ocean” Identifying the Top Critical Parameters Total Product Level Requirements Performance & Functional Requirements New-Unique-Difficult (NUD) Requirements Top Critical NUD Requirements “ Keep You Up At Night” NUD Requirements System Requirements Management “ Tribal Knowledge” Filtering Traced to NUD VOCs via House of Quality Apply DMEA & CPM Flow Down Method to Find Contributors Develop & Exercise Transfer Functions To Mitigate Risks Methods & Tools

Risk: Several System Level Critical Parameters (Color Display Characteristics, Button Tactile Feel, Spurious Emissions, Power Supply Emissions, Water Intrusion, Audio Quality)

Success Statement:

Eliminated 13 Planned Design Iterations

(2-4 Iterations spread among several individual GB level projects)

Reduced Design Cycle Time by 27 Weeks

Met All Design Specs with Significant Margins (>5%-85%)

Passed FCC Requirements with NO Issues

Customers stated, “Motorola listened and responded”

At the 2006 APCO Convention, Customers raved about

the ’look and feel’ of the (product)”

Pilot Program Success Story

Value Add Realization Risks Mitigated by DFSS are Like “Beams of Light” Piercing Through the Storm of all the Other Product Launch Problems This “Turns the Heads” of Program, Functional & Business Management

DFSS Adds Significant Value to Product Quality DFSS Pilot Project Results

Risk Parameters with DFSS Mitigation Provides:

Deeper Technical Understanding

Data Driven Design Decisions

Reduction of Proto Builds

Reduction in Design Cycle & Testing Time

Confidence in Robustness at Launch

Reduction in Early Returns

Instant Customer Acceptance & Satisfaction

Proven: DFSS Enables Flawless Launch Success

Expand the Application of DFSS A DFSS PROGRAM may have several DFSS PROJECTS and/or DFSS TOOLS Application DFSS PROGRAM (ex: Complete Phone) Black Belt Program DFSS PROJECT Green Belt Project DFSS PROJECT DFSS PROJECT DFSS Tool Application Individual Contributor DFSS Tool Application DFSS Tool Application DFSS Tool Application

June, 2006: "This might sound trite, but the design philosophy behind DFSS (Design for Six Sigma) is simply what engineers are supposed to do. If you do the job right the first time, the probability of problems becomes smaller. Execution is easier. You don't have to dive and catch." September, 2007: "Our investment in quality improvements on our core products and DFSS on new products is paying off." Sr. VP, Global Engineering Sr. Director, Mass Market Products The DFSS program paves the way for improved quality and cycle-time of decision making during product development, resulting in improved product-cycle times and launch quality. Using the DFSS methods and tools on … programs were key contributing factors in enabling these programs to achieve their drive-to-schedule dates with NO hardware RASAs (Risk Assessed Ship Acceptance). Ultimate Goal of DFSS Deployment 8/06 9/06 10/06 11/06 12/06 1/07 2/07 3/07 4/07 5/07 6/07 7/07 8/07 Product Launch Success Metrics

What’s Next for Motorola?

Expand Application of SSPD

Began with Hardware DFSS…

Well Defined with Industry Success Stories

Gain Momentum & Management Buy-In

Develop Internal SME’s & Leaders

Branch into Other Vertical Applications…

Product Portfolio Development

Inbound Product Marketing

Software Product Development

Program Management

Launch Additional SSPD Disciplines

Start with HDFSS…

Proven Methods/Tools

Tangible Physics

Quick Success Stories

HDFSS Deployment Model Serves as Baseline for Software DFSS and Marketing for Six Sigma Maturity of All Three Disciplines will begin To Converge…… What Could Be Next?? Marketing 6S Software DFSS Hardware DFSS

The Ultimate Goal