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The Future of Research: How Question Answering Technology Like

IBM Watson® Will Change the Way You Innovate

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

“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

There’s a task for that…

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

Task Methodology – Design New System

Example – Digital Camera Research

Example – Digital Camera Research

Example – Digital Camera Research

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

Task Methodology – Design New 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

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

Task Methodology – Design New 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.

InventionMachineCommunity.com

Webcast Replays Available on the Customer Community site

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