06/11/2016
Case Study
Introduction
John Keast
Understanding the Case Study
The case study is a Team Activity over
7 sessions
There will be two tutors in each room
to help and advise
The case study is worth 20% of your
final mark
You will be assessed on how you work
together during the week and your
final presentation
You will each be asked in the PMA to
write a personal reflection on how the
case study went for a further 10% of
your mark
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Understanding this presentation
This Presentation contains:-
Team requirements, outputs and
advice (Green background)
Tools for creativity, solution
selection and business model
development which you can choose
to use (Orange Background)
A worked example (White
Background)
Tools can be used in paper or
electronic form, Paper is probably
best in team working situations!
Session I: What is the need?
To Do
Review Case Study Information
See course notes and Moodle
Establish working plan
Brainstorm Range of ‘Gaps / Needs / problems / Jobs
accomplished’
Range of possible market sectors
DIY Sports Household Auto Medical Music Hobby Etc.
Assess potential market for a solution (as yet unknown)
Select Gap/Market Choice
Output Required
Single Idea for ‘Gap’ or ‘Need’ in the Market place
Declaration of Problem, Need or Opportunity
Design Specification (Market needs: target price, target volume,
market share, any physical, logical, legal constraints)
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Brainstorming:
Osborn’s Rules
1. No criticism
2. Freewheeling welcome
Wilder the better!
3. Quantity is wanted
4. Combine & improve
5. Record & number ideas - on view
6. No hogging of time
7. Encourage bouncing of ideas
8. Occasional silences OK
9. Do not give up too soon
A. Osborn (1957) Applied Imagination
Group Elicitation Method (GEM)
Guy Boys et al
http://my.fit.edu/~gboy/GAB/Book_chapters_files/6_Reading_2.pdf
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The Value Proposition Canvas
Value Proposition Customer Segment
Gain
Gains
Creators
Products Customer
and Jobs
Services
Pain
Pains
relievers
Mind Maps
Can be used to capture brainstorming ideas
Topic names are short-hand for an idea that can be
elaborated in additional notes
Associations between topics can be shown
Mindjet MindManager Software available to Warwick Students at:-
http://www2.warwick.ac.uk/services/its/servicessupport/software/list/mindmanager/
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Brainstorm Evaluation
Evaluate without panel
Select judgement criteria
Convert wild ideas
Group similar ideas & evaluate groupings
Use concept selection matrix (See later)
Session 2
Establish Design Brief
– Cost, time, and performance of the product, and intended market
– Outline project objectives
– Estimate key timing milestones
Generate Alternative Concepts (Designs)
– Could use Brainstorming
Function Listing
Sketching of ideas
Analogies
Output required
Design Brief
Minimum of 5 alternative designs (concepts) ideally with sketches
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Case study advice
For ease of completing the case study
brainstorming is an acceptable approach
for Session 2
For those who want a challenge (or for
more demanding problems) try
functional listing with morphological
analysis (Coming next!)
Function listing
List the required functions and
attributes of the product
List alternative ways of providing
each function / attribute
Recombine ways of providing
functions and attributes perhaps
by morphological analysis (See
later)
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TRIZ Effects Database
http://wbam2244.dns-systems.net/EDB_Welcome.php
Morphological Analysis
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Morphological Analysis
1 Possible Solution= Traditional neck with mechanical support, a strap,
machine heads, hinges, electronic amplification, made of wood
But there are 2,160 Possible combinations!
Sketching
Clear pictorial view of the design
Quick
Doesn’t have to be a work of art!
A picture is worth a
thousand words!
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Session 3
Apply Pugh Selection Process to alternative designs
Develop designs to overcome weaknesses (Pugh)
Progressively select the most competitive design (Pugh)
Finalise Design (Material and Process Selection)
Output Required
Pugh Matrix
Reasons for elimination of rejected ideas
The chosen design detail and sketch
Set Based Concurrent Engineering
(Another idea from Lean Thinking!)
Source: LeanPPD.eu WP4.1 Report
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The Set Based Concurrent Engineering
Process
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Source: http://leansoftwareengineering.com/2007/04/27/more-than-one-solution-to-the-project-triangle/
Pugh’s Selection Matrix
Dovetail Hinge Tube, Electric Hinge Hinge,
Idea
Electric
Selection
Criteria
Sound Quality S — — —
Control of S + S +
volume
Resistance to S + S +
knocks
Size for travel S + + +
Material Cost S — S +
Manufacturing S — + +
Cost
Aesthetics S — S —
Playability S — S S
Ease of — S S S
assembly
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Pugh’s Selection Matrix: Totals
Dovetail Hinge Tube, Electric Hinge Hinge,
Idea
Electric
Selection
Criteria
Sound Quality S — — —
Control of S + S +
volume
Resistance to S + S +
knocks
Size for travel S + + +
Material Cost S — S +
Manufacturing S — + +
Cost
Aesthetics S — S —
Playability S — S S
Ease of — S S S
assembly
Totals -1 0 -2 1 3
Session 4 Develop the Business
Model
Establish costs
Development costs, manufacturing costs (Material,
labour, operations, and overheads)
Establish ROI, Payback Period. Etc.
Revisit design specification/brief to confirm
the requirements of volume, price,
performance.
Define project definition and rough time scale
up to launch
Define expansion plans (product portfolio)
Output required
Business case: market (volume, price), finance (plan),
timing (plan), design protection
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Business Model Canvas
Key Key Value Customer Customer
Partners Activities Proposition Relationships segments
Key Channels
Resources
Cost Revenue
structure Streams
Source: businessmodelgeneration.com
The Value Proposition Canvas
Value Proposition Customer Segment
Gain
Gains
Creators
Products Customer
and Jobs
Services
Pain
Pains
relievers
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Value Proposition Customer
Fit
fit
Business Model Design: How?
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Owlet Baby Monitor
https://www.youtube.com/watch?v=f-8v_RgwGe0
Search for “BMC 2013: Owlet Youtube”
Session 5: The Presentation
Presentation Content
Design brief: Declaration of Problem, Need,
Gap or Opportunity
Design Specification (Market Needs; Target
price; target volume; market share)
The final product design detail and sketch
Manufacturing methods and needs
Business case: target market; finance(plan);
timing (plan)
Product portfolio and expansion plans
Applicable design protection methods
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The Presentation Logistics
The presentation should be no more than 10 minutes long
Presentation followed by questions from each group and from
tutors
You should create an electronic presentation document
(PowerPoint or equivalent)
Presentation should include slides of your Pugh’s selection
matrix but these should be hidden and not discussed for the live
presentation.
A single presentation from each group should be e-mailed to the
module tutor (
[email protected]) in a format that can be
opened in Microsoft Office or a PDF reader
Photographs of your sketches, Pugh’s selection matrix, the
Business Model Canvas etc. will be acceptable so long as they
are legible
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