This presentation highlights the major steps in the disruptive innovation process used in the development a new diagnostic nuclear imaging system.

1. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013
From: Multispect 2 To: ECAM

2. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013
Insight
Competitors introduced reconfigurable
multi-detector systems which took
critical market share away from
Siemens.
Strategy
To ‘change the game’ in diagnostic
nuclear imaging by introducing a
market winning next generation
system. I was on the hand picked
core team tasked to co-lead the
change agenda and implement a new
customer centric product development
process. The four major product
development steps are shown below.
1. Discover 2. Define 3. Develop 4. Deliver
System level criteria were prioritized Specifications for prioritized system level Iterative design process ensured that the final The final design delivered the game-change
by customers globally. criteria were defined to leapfrog competition. concept met or exceeded requirements. and delighted customers globally.

3. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013
1. Discover Phase
The core team generated a complete
set of system level requirements. We
met with key customers from our three
most important global regions to refine
and prioritized the requirements. This
resulted in a deep understanding of the
global requirements and priorities to
drive the design of the new system.
Doctors in Germany reviewing requirement priorities. Doctors in US assigning requirement priorities.
2. Define Phase
In the Define phase, the core team
utilized the prioritized requirements to
accomplish three things.
First the high value priorities were
selected as criteria for the concept
ideation.
Second, the requirements were Core team assigning specifications.
evaluated against each other to
identify potential synergies and
conflicts.
Finally, each requirement was given a
strategic specification that enabled us
to leapfrog the competition.
Core team with completed prioritized requirements and leap-frog specifications.

4. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013
3. Develop Phase
The core team utilized an iterative
approach to concept development.
Over the course of five iterations many
architectures were explored to arrive
at the one that best met the business
and customer requirements.
Sketches were quickly prototyped
to gain a deeper understanding
of functionality, manufacturability,
serviceability and costs.
The lower right photo shows the final
full scale model covered with velcro for
human factors evaluation and interface
development. This model was used
by doctors to simulate key procedures
while attaching the specific display
functions, handles, buttons and other
elements for each procedure. This
process enabled us to fully define the
optimal user interface.

5. Leadership Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013
4. Deliver Phase
The design and user interfaces were
finalized and tested with full size semi-
functional prototypes. The design
engineering utilized LEAN principles
to maximize component life, ease of
servicing and to lower manufacturing
costs. Part count was reduced by
about 50% and cost was reduced by
about 50% from prior systems. The
final product was an instant market
success. It was quickly reconfigurable
to accommodate the majority of
nuclear procedures and was extremely
confortable and non-threatening for
the patients.
Results:
ECAM exceeded 1st year sales
+300%.
ECAM won Best of Medical at the
1997 IF Industry Hannover Design
Competition.
ECAM recieved the prestigeous
IDSA Catalyst Award 2010.
15 Years of Market Leadership.

6. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013

7. Graphical User Interface Development: Siemens ECAM User Interface Concept H.Velazquez ©2013
Insight
Technologists are under continued
pressure to quickly learn how to
effieciently operate the ever more
complex imaging technology.
Solution
The iPad like interface, redefined the
user interface to improve intuitivenes,
ease of learning and reduced the
potential for error. This graphical
interface concept explored the potential
of connectivity with the hospital’s
patient check-in IT system and
featured the automation of common
processes to automatically configure the
imaging system according to the scan
requirements for each patient.
A functional prototype of the interface
was created and tested with
technologists. The prototype test
results confirmed the initial hypothesis
for enhanced usabiity and intuitiveness.

8. Graphical User Interface Development: Siemens ECAM User Interface Concept H.Velazquez ©2013
Solution (continued)
How it would work.
In the morning, the system would
automatically calibrate itself and perform
quality checks.
Patients have their photo taken at check
in and their images are queued up in the
top left corner in the menu bar across
the top. Patient images are moved
down the left side to automaitcally
configure the imaging system for their
procedure.
The interface allowed for instant image
review, voice recognition for entering
the diagnosis, report generation and
email communication to the referring
physician.
Technologists that test drove the
concept expressed great delight with
the experience, intuitiveness and ease of
use.

9. NPD Case Study: Siemens ECAM Diagnostic Imaging System H.Velazquez ©2013