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The Future of Research: How Question Answering Technology Like IBM Watson速 Will Change the Way You Innovate

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July Customer Webcast:

New System Design

Jim Belfiore, Certified Innovation Master Senior Director, Client Innovation & Practices Invention Machine


Challenges in New System Design  Connecting with Customers Requires Knowledge • Product development is much more than “see a need, fill a need”

• New products that succeed speak to many customer “voices”  functional needs  technology needs  demographic needs

 …

 Turning Knowledge into Requirements • Often an ad-hoc process • Requirements validation is critical to effective design innovation


There’s a task for that… “Design New System” task is best used when: • You need to fortify your existing product pipeline • You need to create a completely new product pipeline • You need to rigorously validate requirements for a new market opportunity prior to launching a development initiative • You want to design a product that disrupts competitors in your market


Task Methodology – Design New System Three phases: • 1- Explore the Opportunity Space  Research Goal: Answer the question(s): • “What are the immediate needs I think my new product could fill?” • “Do existing solutions already deliver what my new product would?”

• 2- Validate the Rationale for the Opportunity

 Research Goal: Answer the question, “What are the actual requirements behind the needs that I am discovering by listening to my potential customers?” • 3- Generate the Conceptual Design  Design / Research Goal: Answer the question(s): • “What would an initial functional design of my new product look like?” • “How can I enhance my conceptual design to maximize its innovative

potential?”


Task Methodology – Design New System 1- Explore the Opportunity Space: • Research Goal: Answer the question(s):  “What are the immediate needs I think my new product could fill?”  “Do existing solutions already deliver what my new product would?”

Approach: • Use Goldfire’s Knowledge Navigator tool to identify new product needs and existing solutions that may already be on the market • Develop a list of customer requirements to investigate • Identify prior art that might provide “freedom to operate” evidence


Task Methodology – Design New System 1- Explore the Opportunity Space: • Research Goal: Answer the question(s):  “What are the immediate needs I think my new product could fill?”  “Do existing solutions already deliver what my new product would?”

Best Practices: • Discover gaps in your existing knowledge • Develop knowledge bases and a research strategy that initially focuses on needs  Example: Medical products should focus on researching disease state

• Queries should be kept extremely simple  The Knowledge Navigator “lenses” ask questions on your behalf


Task Methodology – Design New System 1- Explore the Opportunity Space: • Research Goal: Answer the question(s):  “What are the immediate needs I think my new product could fill?”  “Do existing solutions already deliver what my new product would?”

Example: • Next-generation consumer digital camera


Example – Digital Camera Research


Example – Digital Camera Research


Example – Digital Camera Research


Task Methodology – Design New System 2- Validate the Rationale for the Opportunity • Research Goal: Answer the question:  “What are the actual requirements behind the needs that I am discovering by listening to my potential customers?”

Approach: • Use Goldfire’s Root Cause Analysis tool to explore the rationale for needs and opportunities discovered in Phase 1 • Develop a list validated product requirements that can be used to drive a conceptual functional design


Task Methodology – Design New System 2- Validate the Rationale for the Opportunity • Research Goal: Answer the question:  “What are the actual requirements behind the needs that I am discovering by listening to my potential customers?”

Best Practices: • Express customer needs as numerous, different queries in the cause finder • Use high-level needs derived from market research as early “causes” of the fundamental design opportunity  The fundamental design opportunity will become the “undesirable event”


Task Methodology – Design New System 2- Validate the Rationale for the Opportunity • Research Goal: Answer the question:  “What are the actual requirements behind the needs that I am discovering by listening to my potential customers?”

Example: • Requirements of a new auto-focusing system


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Example – Auto-Focusing System Requirements


Task Methodology – Design New System 3- Generate the Conceptual Design • Design / Research Goal: Answer the question(s):  “What would an initial functional design of my new product look like?”  “How can I enhance my conceptual design to maximize its innovative potential?”

Approach: • Use Goldfire’s function modeling tools to create a conceptual model of the new design. Use methodologies such as TRIZ and VE to explore high-value, disruptive design concepts • Develop design scenarios which satisfy validated requirements and that could proceed to prototype phase


Task Methodology – Design New System 3- Generate the Conceptual Design • Design / Research Goal: Answer the question(s):  “What would an initial functional design of my new product look like?”  “How can I enhance my conceptual design to maximize its innovative potential?”

Best Practices: • Selectively leverage the component and function finders to help create the conceptual model • Use component suggestions derived from requirements as drivers of “insufficient” functions, which can then be analyzed in the Solution Manager


Task Methodology – Design New System 3- Generate the Conceptual Design • Design / Research Goal: Answer the question(s):  “What would an initial functional design of my new product look like?”  “How would innovation methodologies such as TRIZ or Value Engineering change my conceptual design?”

Example: • Conceptual Design of a Next-Generation Auto-Focusing system


Example – Next-Generation Auto-Focus Concepts


Example – Next-Generation Auto-Focus Concepts


Example – Next-Generation Auto-Focus Concepts


Example – Next-Generation Auto-Focus Concepts


Example – Next-Generation Auto-Focus Concepts


Example – Next-Generation Auto-Focus Concepts


Conclusions and Comments  Goldfire’s “Design New System” Task: • Repeatable process for research and design which:  Facilitates rapid research of an opportunity or need •

Knowledge Navigator’s lenses help you quickly survey a potential product and customer landscape

 Enables consistent validation of design requirements •

Root Cause Analysis helps you determine why customers, technologies, and trends are “asking” for specific features

 Accelerates and documents rapid conceptual design strategies powered by proven innovation methods


Interested in learning more?

Find a New Market Certification Workshop 

Audience: • Strategic planners, Lead technologists, Technical marketing

Learning objectives: • Task overview for Goldfire Design a New System innovation task • Observe, discuss & explore the techniques available to develop conceptual designs that deliver entirely new product lines • Leveraging Goldfire capabilities to rapidly explore an opportunity space, understand the relevant technology landscape, and identify key market requirements • Step-by-step project guidance, by an Invention Machine innovation consultant, on a real, customer-selected project

 For more information contact your sales representative or

Allison Lewis, alewis@inventionmachine.com


Goldfire Release 6.6 is now available! 

Key Enhancements: • • •

One-Click Semantic Search Schedule Research Email Notifications Access to New Technical & Industry Content

Goldfire 6.6 is an online update and is free of charge for Goldfire customers on maintenance. Users connecting to Goldfire.com will be prompted to download and install the update.


Webcast Replays Available on the Customer Community site

InventionMachineCommunity.com


Goldfire Tips & Tricks Video Series

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Register Now – Early Bird rate of 145 USD/EUR expires July 31st!


August Webcast: Everything You Wanted to Know About Indexing Document Sources  Date: Tuesday, August 30th  Times/Registration:

 Presenter:

Brian Harris Customer Support Manager

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Next Steps: Check Your Inbox!  Register for the next administration-

focused session on Tuesday, August 30th  Consult the On-Demand version of

today’s session, along with a downloadable copy of the slides, or pass it onto a colleague  Download the “Design a New System”

Certification Workshop datasheet


Questions? Contact Information • Web: InventionMachine.com • Email Allison at: ALewis@InventionMachine.com • Phone: +1.617.305.9250


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