Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2.2 Is the house of quality still a valid model to manage innovation? 1
CONFIDENTIAL Template Innovation Day 2019CONFIDENT...
2.2 Is the house of quality still a valid model to manage innovation? 2
CONFIDENTIAL
1
2
3
4
5
CAN A QUALITY METHOD HELP M...
2.2 Is the house of quality still a valid model to manage innovation? 3
CONFIDENTIAL
WHAT DOES MY INNOVATION FACTORY LOOK ...
2.2 Is the house of quality still a valid model to manage innovation? 4
CONFIDENTIAL
MANAGING AN INNOVATION FACTOY RIGHT I...
2.2 Is the house of quality still a valid model to manage innovation? 5
CONFIDENTIAL
In 2012 Bic released a product for wo...
2.2 Is the house of quality still a valid model to manage innovation? 6
CONFIDENTIAL
CAN A QUALITY METHOD PREVENT INNOVATI...
2.2 Is the house of quality still a valid model to manage innovation? 7
CONFIDENTIAL
Can a creative process be made more
e...
2.2 Is the house of quality still a valid model to manage innovation? 8
CONFIDENTIAL
AN OLD CONCEPT …
House of Quality / Q...
2.2 Is the house of quality still a valid model to manage innovation? 9
CONFIDENTIAL
THE ORIGINAL CONCEPT
House of Quality...
2.2 Is the house of quality still a valid model to manage innovation? 10
CONFIDENTIAL
The house of quality, a part of QFD,...
2.2 Is the house of quality still a valid model to manage innovation? 11
CONFIDENTIAL
Quality function deployment (QFD) is...
2.2 Is the house of quality still a valid model to manage innovation? 12
CONFIDENTIAL
THE HOUSE OF QUALITY FOR INNOVATION
...
2.2 Is the house of quality still a valid model to manage innovation? 13
CONFIDENTIAL
LET’S TAKE A DIVE INTO THE HOUSE OF ...
2.2 Is the house of quality still a valid model to manage innovation? 14
CONFIDENTIAL
Use case definition & translation in...
2.2 Is the house of quality still a valid model to manage innovation? 15
CONFIDENTIAL
In 1994 a bottled water made for cat...
2.2 Is the house of quality still a valid model to manage innovation? 16
CONFIDENTIAL
In 1999 the nightmarish Rejuvenique ...
2.2 Is the house of quality still a valid model to manage innovation? 17
CONFIDENTIAL
In 2013 Juicero introduced a juicer ...
2.2 Is the house of quality still a valid model to manage innovation? 18
CONFIDENTIAL
A function can often be met in
diffe...
2.2 Is the house of quality still a valid model to manage innovation? 19
CONFIDENTIAL
In 1964 DuPont launched Corfam shoes...
2.2 Is the house of quality still a valid model to manage innovation? 20
CONFIDENTIAL
In 2015 hoverboards turned out to be...
2.2 Is the house of quality still a valid model to manage innovation? 21
CONFIDENTIAL
In 2017 everyone was talking about t...
2.2 Is the house of quality still a valid model to manage innovation? 22
CONFIDENTIAL
Establish a unique position in your ...
2.2 Is the house of quality still a valid model to manage innovation? 23
CONFIDENTIAL
When the Sony Nw-Hd1audio player cam...
2.2 Is the house of quality still a valid model to manage innovation? 24
CONFIDENTIAL
Amazon decided to enter the smartpho...
2.2 Is the house of quality still a valid model to manage innovation? 25
CONFIDENTIAL
HP attempted to compete with iPad in...
2.2 Is the house of quality still a valid model to manage innovation? 26
CONFIDENTIAL
Your factory needs a set of tools, t...
2.2 Is the house of quality still a valid model to manage innovation? 27
CONFIDENTIAL
In 2000 Heinz decided to add an unex...
2.2 Is the house of quality still a valid model to manage innovation? 28
CONFIDENTIAL
In 1988 RJ Reynolds Tobacco decided ...
2.2 Is the house of quality still a valid model to manage innovation? 29
CONFIDENTIAL
Donald Trump kicked off his “world’s...
2.2 Is the house of quality still a valid model to manage innovation? 30
CONFIDENTIAL
OLD… BUT PROVEN TO WORK
What can you...
2.2 Is the house of quality still a valid model to manage innovation? 31
CONFIDENTIAL
QFD HAS AN ECONOMIC EFFECT
The QFD-m...
2.2 Is the house of quality still a valid model to manage innovation? 32
CONFIDENTIAL
THERE IS NOTHING MYSTERIOUS ABOUT IT...
2.2 Is the house of quality still a valid model to manage innovation? 33
CONFIDENTIAL
In 1982 Colgate came up with the wei...
2.2 Is the house of quality still a valid model to manage innovation? 34
CONFIDENTIAL
SO WHY IS IT THIS HARD?
Our Innovati...
2.2 Is the house of quality still a valid model to manage innovation? 35
CONFIDENTIAL
COMPLEXITY OF AN ORGANIZATION …
1. C...
2.2 Is the house of quality still a valid model to manage innovation? 36
CONFIDENTIAL
COMPLEXITY OF HOLLISTIC THINKING…
1....
2.2 Is the house of quality still a valid model to manage innovation? 37
CONFIDENTIAL
COMPLEXITY OF UNDERSTANDING THE REAS...
2.2 Is the house of quality still a valid model to manage innovation? 38
CONFIDENTIAL
BEING A SUCCESFUL INNOVATOR DOESN’T ...
2.2 Is the house of quality still a valid model to manage innovation? 39
CONFIDENTIAL
SOME TIPS TO GET YOU ON YOUR WAY …
O...
2.2 Is the house of quality still a valid model to manage innovation? 40
CONFIDENTIAL
1. Identify what customers want
2. I...
2.2 Is the house of quality still a valid model to manage innovation? 41
CONFIDENTIAL
One group, five brands
Our services ...
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
What to Upload to SlideShare
Next
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

0

Share

Is the house of quality still a valid model to manage innovation (by Dany Robberecht)

Download to read offline

Project management in innovation can only be successful if it’s driven by a robust methodology integrating a clear quality assurance concept. What can trendy methodologies learn from the house of quality?

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Is the house of quality still a valid model to manage innovation (by Dany Robberecht)

  1. 1. 2.2 Is the house of quality still a valid model to manage innovation? 1 CONFIDENTIAL Template Innovation Day 2019CONFIDENTIAL THE HOUSE OF QUALITY Dany Robberecht Director Consulting Office dany.robberecht@verhaert.com TRACK 2 MyInnovationFactory
  2. 2. 2.2 Is the house of quality still a valid model to manage innovation? 2 CONFIDENTIAL 1 2 3 4 5 CAN A QUALITY METHOD HELP MANAGE INNOVATIONS? The house of quality is an old concept A deep dive in how it can work It’s very powerful and proven to work So why is it this hard? Some tips
  3. 3. 2.2 Is the house of quality still a valid model to manage innovation? 3 CONFIDENTIAL WHAT DOES MY INNOVATION FACTORY LOOK LIKE? MyInnovationFactory An innovation factory is the set of resources, skills, tools, methods and infrastructure a company has in order to define, develop, produce and market breakthrough products and services successfully. Source IBM
  4. 4. 2.2 Is the house of quality still a valid model to manage innovation? 4 CONFIDENTIAL MANAGING AN INNOVATION FACTOY RIGHT IS VITAL … According to HBR professor Clayton Christensen, 95% of all product innovations fail, and according to the Startup Genome report, 92% of start-ups fail. While the accuracy of the previous numbers can be debated, according to the McKinsey Global Innovation Survey, only 6% of executives are satisfied with their innovation performance. What’s more, according to the 2017 PwC Innovation Benchmark, 54% of innovating organizations have trouble bridging the gap between innovation strategy and the larger business strategy. As such, it’s quite safe to assume that there’s plenty of room for improvement when it comes to innovation. A quick tour on how your innovation factory works? © VERHAERT
  5. 5. 2.2 Is the house of quality still a valid model to manage innovation? 5 CONFIDENTIAL In 2012 Bic released a product for women they didn't even know they needed - "lady pens". These pointlessly gendered pens were mocked and failed to gain a consumer base Source BORED PANDA
  6. 6. 2.2 Is the house of quality still a valid model to manage innovation? 6 CONFIDENTIAL CAN A QUALITY METHOD PREVENT INNOVATION MARKET FAILURES?
  7. 7. 2.2 Is the house of quality still a valid model to manage innovation? 7 CONFIDENTIAL Can a creative process be made more efficient? Can we reduce variation & errors? How then? How can you achieve quality in innovation and at the same time have great creativity to successful innovations? ARE QUALITY ASSURANCE AND INNOVATION NATURAL ENEMIES?
  8. 8. 2.2 Is the house of quality still a valid model to manage innovation? 8 CONFIDENTIAL AN OLD CONCEPT … House of Quality / Quality Function Deployment
  9. 9. 2.2 Is the house of quality still a valid model to manage innovation? 9 CONFIDENTIAL THE ORIGINAL CONCEPT House of Quality. Total Quality Management or TQM is a management concept in which an organization aims at improving processes, products and services continuously to achieve customer satisfaction. ... Planning begins by first analyzing the customer requirements. Can it be used for breakthrough innovation as well?
  10. 10. 2.2 Is the house of quality still a valid model to manage innovation? 10 CONFIDENTIAL The house of quality, a part of QFD,[3] is the basic design tool of quality function deployment.[4] It identifies and classifies customer desires (What's), identifies the importance of those desires, identifies engineering characteristics which may be relevant to those desires (How's), correlates the two, allows for verification of those correlations, and then assigns objectives and priorities for the system requirements.[2] The house of quality appeared in 1972 in the design of an oil tanker by Mitsubishi Heavy Industries.[4] OUR SWEET SPOT IS A FIRST LINK © VERHAERT
  11. 11. 2.2 Is the house of quality still a valid model to manage innovation? 11 CONFIDENTIAL Quality function deployment (QFD) is a method developed in Japan in 1966 to help transform the voice of the customer into engineering characteristics for a product.[1][2] Yoji Akao, the original developer, described QFD as a "method to transform qualitative user demands into quantitative parameters, to deploy the functions forming quality, and to deploy methods for achieving the design quality into subsystems and component parts, and ultimately to specific elements of the manufacturing process."[1] The author combined his work in quality assurance and quality control points with function deployment used in value engineering. OUR RICE METHOD IS THE SECOND ONE © VERHAERT
  12. 12. 2.2 Is the house of quality still a valid model to manage innovation? 12 CONFIDENTIAL THE HOUSE OF QUALITY FOR INNOVATION We seek a method that … - Aims to develop meaningful breakthrough innovations that distinct from the competition with technical solutions that make a difference. - Has a holistic method to successfully execute innovation projects. - Improves the quality of innovation projects and is useful for all stakeholders involved. © VERHAERT
  13. 13. 2.2 Is the house of quality still a valid model to manage innovation? 13 CONFIDENTIAL LET’S TAKE A DIVE INTO THE HOUSE OF QUALITY We’ll discuss every element briefly
  14. 14. 2.2 Is the house of quality still a valid model to manage innovation? 14 CONFIDENTIAL Use case definition & translation into product qualities. Eight dimensions of product quality 1 Performance 2 Features 3 Reliability 4 Conformance #1 - THE CENTRE OF GRAVITY IS THE REQUIREMENT’S DEFINITION BANCONTACT, (mid 80’S) 5 Durability 6 Serviceability 7 Aesthetics 8 Convenience 2 OUT OF 3 feel that they lack the real competence to DESIGN compelling USE CASES Survey 2017 powered by © VERHAERT
  15. 15. 2.2 Is the house of quality still a valid model to manage innovation? 15 CONFIDENTIAL In 1994 a bottled water made for cats and dogs was launched. The beverage was carbonated, vitamin enriched and flavored. The product flopped after consumers realized it was completely unnecessary to give their pets, what was essentially soda. Source BORED PANDA
  16. 16. 2.2 Is the house of quality still a valid model to manage innovation? 16 CONFIDENTIAL In 1999 the nightmarish Rejuvenique Facial Toning Mask was launched. This creepy mask was intended to tighten facial muscles with... shock therapy. Consumers revealed that it feels as bad as it sounds. Source BORED PANDA
  17. 17. 2.2 Is the house of quality still a valid model to manage innovation? 17 CONFIDENTIAL In 2013 Juicero introduced a juicer called the Juicero Press. This device was sold with packets of pre- juiced fruits and vegetables sold exclusively by the company. They were humiliated when consumers realized that the packets could be squeezed by hand just as efficiently as with the juicer. Later, Juicero announced that it was suspending their juicer sales and repurchasing the products from customers. Source BORED PANDA
  18. 18. 2.2 Is the house of quality still a valid model to manage innovation? 18 CONFIDENTIAL A function can often be met in different ways • Cost / performance? • Conflicts? • Value perception user? #2 - HOW WILL THE TECHNICAL SYSTEM PERFORM? Morphological map - © VERHAERT
  19. 19. 2.2 Is the house of quality still a valid model to manage innovation? 19 CONFIDENTIAL In 1964 DuPont launched Corfam shoes with synthetic leather. They were advertised as a much better alternative to leather shoes. They managed to rustle up some excitement about their new product, but these shoes flopped after people started complaining that they were stiff and too hot for feet. It resulted in the company losing over $100 million. Source BORED PANDA
  20. 20. 2.2 Is the house of quality still a valid model to manage innovation? 20 CONFIDENTIAL In 2015 hoverboards turned out to be one of the biggest tech flops. Why? Because they could potentially catch fire and burn your house down. Source BORED PANDA
  21. 21. 2.2 Is the house of quality still a valid model to manage innovation? 21 CONFIDENTIAL In 2017 everyone was talking about this explosive failure - the Samsung Galaxy Note 7. It lasted less than a year on the market after Samsung had to recall around 2.5 million phones, due to complaints of overheating and exploding batteries. Source BORED PANDA
  22. 22. 2.2 Is the house of quality still a valid model to manage innovation? 22 CONFIDENTIAL Establish a unique position in your target market & develop a competitive edge by differentiating your product or service. In essence, there are only four possible strategies: - Better performance for more money - Same performance for less money - Less performance for less money - More performance for less money #3 - DOES IT STAND OUT IN THE MARKET? KOREA SAEHAN INFORMATION SYSTEMS (1999) APPLE, (2001)
  23. 23. 2.2 Is the house of quality still a valid model to manage innovation? 23 CONFIDENTIAL When the Sony Nw-Hd1audio player came out in 2004, it was probably the smallest player at the time. However, it was a complete flop because it only supported Sony's ATRAC3 format. So no MP3, WAV, or WMA support. Also, the price was way too high. Source BORED PANDA
  24. 24. 2.2 Is the house of quality still a valid model to manage innovation? 24 CONFIDENTIAL Amazon decided to enter the smartphone market with the Fire Phone in 2014. Unfortunately, it was very unsuccessful and was discontinued a year later. The company's CEO Tom Szkutak indicated that the pricing strategy was to blame for this product fail. Source BORED PANDA
  25. 25. 2.2 Is the house of quality still a valid model to manage innovation? 25 CONFIDENTIAL HP attempted to compete with iPad in 2011 by creating Hp TouchPad. However, the new tablet was just like every other tablet on the market failing to deliver something new. It lasted only 49 days on the market selling just 20,000 units. Source BORED PANDA
  26. 26. 2.2 Is the house of quality still a valid model to manage innovation? 26 CONFIDENTIAL Your factory needs a set of tools, techniques, and tactics designed to help you validate any idea for a new product or service quickly, objectively, and accurately. IS IT WHAT YOUR CUSTOMERS NEED? BOSCH SMART EYE (2016) 1 OUT OF 2 feel they have immature organizational abilities regarding A STRUCTURED PROCESS FOR IMPLEMENTING USER INSIGHTS Survey 2017 powered by © VERHAERT
  27. 27. 2.2 Is the house of quality still a valid model to manage innovation? 27 CONFIDENTIAL In 2000 Heinz decided to add an unexpected twist to their ketchup in an attempt to catch children’s attention. They came up with Ez Squirt colored ketchup which came in three main colors: teal, green, and purple. The idea wasn't meant to last on the market. After 6 years it was discontinued. Source BORED PANDA
  28. 28. 2.2 Is the house of quality still a valid model to manage innovation? 28 CONFIDENTIAL In 1988 RJ Reynolds Tobacco decided to develop a smokeless cigarette. The company invested $325 million into manufacturing their new Premier line which, according to the CEO of the company, "tasted like sh*t". It's no surprise people didn't buy them. Source BORED PANDA
  29. 29. 2.2 Is the house of quality still a valid model to manage innovation? 29 CONFIDENTIAL Donald Trump kicked off his “world’s greatest” line of premium steaks in 2007. However, consumers didn't agree with the description 'great'. The product was discontinued after just two months for sales failures. Source BORED PANDA
  30. 30. 2.2 Is the house of quality still a valid model to manage innovation? 30 CONFIDENTIAL OLD… BUT PROVEN TO WORK What can you expect from this quality management method?
  31. 31. 2.2 Is the house of quality still a valid model to manage innovation? 31 CONFIDENTIAL QFD HAS AN ECONOMIC EFFECT The QFD-method strives for the first time right product launch. Toyota improved its rust prevention record substantially. QFD allowed coordinating design and production decisions to focus on customer concerns. • Reduce prelaunch time: Toyota reduces startup & preproduction costs with +60% • Less post launch tinkering: less design changes because the design was frozen before the first car came off the assembly line Source HBR
  32. 32. 2.2 Is the house of quality still a valid model to manage innovation? 32 CONFIDENTIAL THERE IS NOTHING MYSTERIOUS ABOUT IT … There is nothing particularly difficult about it, however, it does require some effort to get used to its conventions. Quality is relative, it’s what user’s expect. This can vary in all directions (worse / better). The pitfall is to use it from an analytical viewpoint only, while one can bounce knowingly around the house as it would be your navigation chart. DESIRABLE FEASIBLE VIABLE ITERATIVE DESIGN PROCESS © VERHAERT
  33. 33. 2.2 Is the house of quality still a valid model to manage innovation? 33 CONFIDENTIAL In 1982 Colgate came up with the weirdest brand extension idea. They decided to sell frozen dinners. This plan backfired, probably because consumers couldn't help but think that the Colgate food tasted just like their toothpaste. No company launches a product thinking that it will decrease sales of their other products, but Colgate should've seen it coming. Their toothpaste sales plummeted after the launch of the kitchen entrees line. FAILURE CAN BE IN THE EXECUTION PROCESS AS WELL … Source BORED PANDA
  34. 34. 2.2 Is the house of quality still a valid model to manage innovation? 34 CONFIDENTIAL SO WHY IS IT THIS HARD? Our InnovationFactory takes a different kind of program management
  35. 35. 2.2 Is the house of quality still a valid model to manage innovation? 35 CONFIDENTIAL COMPLEXITY OF AN ORGANIZATION … 1. Collaboration in collocated environments 2. Integrated decision taking Before the industrial revolution every function was merely integrated with one single person. © VERHAERT
  36. 36. 2.2 Is the house of quality still a valid model to manage innovation? 36 CONFIDENTIAL COMPLEXITY OF HOLLISTIC THINKING… 1. Keeping our options open is difficult, they interact with each other 2. Organizing sprints and activities to diverge and converge in an holistic way 3. Failing to have floating specifications, e.g. product cost is often frozen at the start of a projectWe do not explore enough, hence get stuck in the thinking phase and in the fact that the sweet spot is by definition the common ground. © VERHAERT
  37. 37. 2.2 Is the house of quality still a valid model to manage innovation? 37 CONFIDENTIAL COMPLEXITY OF UNDERSTANDING THE REASON BEYOND … 1. Understanding what customers need and want 2. Assess the value of things We used to know what customer want, thus we prescribed how we could make their life better. Nowadays we have to understand what they need. © VERHAERT
  38. 38. 2.2 Is the house of quality still a valid model to manage innovation? 38 CONFIDENTIAL BEING A SUCCESFUL INNOVATOR DOESN’T TAKE THAT MUCH Four boundary conditions: 1. Develop a need-seeker mentality, hence develop meaningful stuff 2. Ambidextrous organizational structure for emerging business, with no dependency on future revenues for project approval 3. Portfolio approach because it’s impossible to pick the winners from the losers early on. 4. A solid program management that connects the dots with QFD as a basis for operations The house of quality helps in managing MyInnovationFactory Like any other factory it needs a quality system: • Scalable operations • Repetitive tasking • Traceable actions • Consistent output MyInnovationFactory © VERHAERT
  39. 39. 2.2 Is the house of quality still a valid model to manage innovation? 39 CONFIDENTIAL SOME TIPS TO GET YOU ON YOUR WAY … Only six things you have to do!
  40. 40. 2.2 Is the house of quality still a valid model to manage innovation? 40 CONFIDENTIAL 1. Identify what customers want 2. Identify how the product will satisfy customer Understand how specific product features, attributes or characteristics will satisfy customer needs. 3. Identify relationships between how’s How do they interact or converge with each other 4. Measure and develop importance ratings Try to understand how relations each value against each other 5. Evaluate competing products in terms Answer the question how well they serve the customer needs 6. Determine the desirable technical attributes In this step our performance and the competitor’s performance are determined and compared SIX STEPS, AND IN THIS LOGIC SEQUENCE ONLY! © VERHAERT
  41. 41. 2.2 Is the house of quality still a valid model to manage innovation? 41 CONFIDENTIAL One group, five brands Our services are marketed through 5 brands each addressing specific missions in product development. INTEGRATED PRODUCT DEVELOPMENT ON-SITE PRODUCT DEVELOPMENT DIGITAL PRODUCT DEVELOPMENT OPTICAL PRODUCT DEVELOPMENT

Project management in innovation can only be successful if it’s driven by a robust methodology integrating a clear quality assurance concept. What can trendy methodologies learn from the house of quality?

Views

Total views

213

On Slideshare

0

From embeds

0

Number of embeds

0

Actions

Downloads

25

Shares

0

Comments

0

Likes

0

×