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 (j.e.keast@warwick.ac.uk) 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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