Spiral Engineering V1.1

05/17/10 © PS INDUS BVBA

Spiral EngineeringSpiral Engineering

How to develop products

that put you and your customer

in a win-win situation

Strategy

Market

ProductProcess

Cost


Some Reflections on product development

• What comes up in your mind with the words “product development”– Improved technical functionality ?

– Sexy Product Market combinations ?

– Nicer looking Designs ?

– Creative ideas ?

– Engineering stuff ?

• But how about ?– Develop a product to cost less– Addressing flaws identified by customer service– Reduce your Time to Market– Manage the development process– Integrate strategic thinking in the development process.


Is Product Development TECHNICAL ?

• It is often seen as a technical discipline– this is a narrow look

• the technical-commercial dimension is seen– is the consideration of

Product-Market combinations

– this is still a narrow look

• All departments have a relation with the product so why not involve them?

Our Sales sellsheep with 5 feetat the wrong price

that cannot be made


Is Product Development COMMERCIAL ?

• Make what the market wants– this is also a narrow look– does that market suit our

strategy ?– are you competitive here ?

• SWOT tells us what the technical guys must develop– this is still a narrow look

• Does your customer pay for :– low price, short delivery etc?

– no he takes that for granted !

• No, our customer should say– you improved my business

My Competitors makeproducts that can do this

20% below our priceat half our delivery time


Solutions to manage product development

• Sequential Engineering– define the tasks from prototype to product– execute these one after the other– often: “development is an engineering discipline”

• Parallel Engineering– execute the tasks simultaneously as far as possible

– often: “product-market combination development”

• Spiral Engineering– Be quick and dirty in the beginning– Detail out the product in parallel– Involve departments with a relation to the product– Be: “creative, thorough, manageable and fast”


Solution 1 : SEQUENTIAL ENGINEERING

Activity 1

Activity 2

Activity 3

Activity 4

Activity 5

Disadvantages- Time To Market is too long- Product requirements can change over time- no interactions between disciplines

Advantages- logical sequence of activities- no double work, upstream activities done- easy to co-ordinate- activity driven nature

Time To Market


Solution 2 :PARALLEL ENGINEERING

Activity 1

Activity 2

Activity 3

Activity 4

Activity 5

Disadvantages- Next activities based on “half finished info”- Difficult to co-ordinate- Still a sequential project nature

Advantages- Improved time to market- Limited inter link between disciplines- Allows for responsiveness to requirement change- Activity driven nature

Time To Market


Solution 3 : SPIRAL ENGINEERING

Disadvantages- Complex to co-ordinate- Requires training for participants

Advantages- Improved time to market- Close relationship between disciplines- Forces responsiveness to requirement change- Both parallel and sequential- Logical sequence of development activities- High level of completeness

Strategy

Market

ProductProcess

Cost

Tim

e To

Mar

ket


The aspects of DESIGN

• Some examples why products have more than just technical functions that need to be developed.– The product should fit in the company strategy.

– Also the quality must be build in.

– It fulfils a certain market requirement, not all.

– Product performance at a certain price.

– Production simplicity

– Low cost nature

– Easy to service

– ...

• To manage these we discern DESIGN ASPECTS

Strategy

Market

ProductProcess

Cost


DESIGNASPECTS

StrategicDesignAspects

MarketDesignAspects

ProductDesignAspects

ProcessDesignAspects

CostDesignAspects


The Departments in the design process

• Examples why every department has DESIGN INPUT– A market analysis shows X potential. – Customer Service knows the real flaws in our product– Reduction in quality costs has made us competitive again– New techniques can create new markets but also high costs– It is not always the best technical product that wins– Sell non-expensive features with high value for our customer– ...

• So we locate the DEPARTMENTS per design aspect

Strategy

Market

ProductProcess

Cost


DEPARTMENT/SECTOR

StrategicDesign

MarketDesign

ProductDesign

ProcessDesign

CostDesign

ProjectManagement

QualityManagement

MarketingFinance

CustomerService

Manufacturing

ProcessEngineering

ProductEngineering

Sales

AdvancedEngineering


From creative ideas to a manageable design process

• Evaluate quickly and thoroughly the designs– Creativity grows in a free bleu sky thinking Play environment– Our business must be based on sound concepts– Choices have to be made and design directions followed– The goods ideas have to be turned into implementations– And in the end the new product must be put in the market

– Evaluate the feasibility after every level in your group

• So we need design levels with increasing restrictions

Strategy

Market

ProductProcess

Cost


CONCENTRICLEVELS

StrategicDesign

MarketDesign

ProductDesign

ProcessDesign

CostDesign

PLAY

CONCEPT

FREEZE

IMPLEMENT

MARKET


Time to Market is crucialso can you involveso many people ?

• Evaluate quickly and thoroughly the designs– Involving more people is having more resources– Departments work in parallel at different levels– Full circle movements allow for early corrections, so less work– The design follows still the “logical” sequence

• This is as fast as it gets

– Evaluate the feasibility after every sequential circle

• The time dimensions are parallel and sequential

Strategy

Market

ProductProcess

Cost


TIMEDIMENSIONS

StrategicDesign

MarketDesign

ProductDesign

ProcessDesign

CostDesign

PARALLEL

SEQUENTIAL


So how do you managethe planning ?

• The steps in designs– Project Management sets the time for the play circle– Departments give:

• on A (next slide) the time for the next circle• on their own milestone estimates for the remainder

– So after the play level we have a good time estimate– Project Management sets the times for the next circles– We can follow up department per department

• Milestones are easily defined and monitored

Strategy

Market

ProductProcess

Cost


MILESTONES StrategicDesign

MarketDesign

ProductDesign

ProcessDesign

CostDesign

A

C

B

D

E

F

G

H

IJ


The Conclusion

• We can make quickly and thoroughly the designs– Quickly

• we make less mistakes• there is an early evaluation of feasibility• the design directions are quickly clear

– Thoroughly• we involve more disciplines and thus more design aspects

• We can easily manage the development• We can combine creative and high quality design

Strategy

Market

ProductProcess

Cost


OVERVIEW StrategicDesign

MarketDesign

ProductDesign

ProcessDesign

CostDesign

ProjectManagement

QualityManagement

MarketingFinance

CustomerService

Manufacturing

ProcessEngineering

ProductEngineering

Sales

AdvancedEngineering

A

C

B

D

E

F

G

H

IJ

Spiral Engineering V1.1

Business

Transcript of Spiral Engineering V1.1