Sonia Ben Hamidaabc, Marija Jankovicbc, Alain Hueta, Jean-Claude Bocquetbc
a Airbus Safran Launchersb CentraleSupélec, Université Paris-Saclayc SystemX research institute
ValYOU – Towards a Design-to-Value approach
in early design stages
ValYOU – Towards a Design-to-value approach in early design stages
About me
2
I am a system engineer at
Airbus Safran Launchers.
2011-2013: I took part in the
Single European Sky Air
traffic management Research
(SESAR) program.
Since 2014, I am doing a
Ph.D. on system design
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
3
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
4
ValYOU – Towards a Design-to-value approach in early design stages
Context
Design of value proposition of new systems
or services in early design stagesConcept
Definition
Category Issues
Market Complexity Difficulty in identifying customers’ needs
Development
Complexity
Difficulty in assessing how much effort and money is
needed to develop a new product
Organizational
Complexity
Difficulty in “making certain that all involved groups
are on the same page.”
5
ValYOU – Towards a Design-to-value approach in early design stages
Challenges & motivation
Method to identify difficulties and challenges within Airbus Safran Launchers
In-house projects & processes analysis
Interviews
Goals • WHY do you (not) do it?
Activities • WHAT do you (not) do?
Methods & Tools
• HOW do you do it?
Roles • With WHOM?
ValYOU – Towards a Design-to-value approach in early design stages
System Architecting
processes
Business processes
Today
Difficulty to identify added value for Customers
Lack of communication betw. Business Dev. And Syst. Eng.
Lack of structuredway to collect info. Lack of mapping between
functions & added value
Lack of tool to manage functional alternatives
Lack of methods & tools to elicit Stakeholders’ needs
Challenges & motivation
Interview internal stakeholders
7
ValYOU – Towards a Design-to-value approach in early design stages
System Architecting
processes
Business processes
Need for better interactions between Business and Engineering in
early design stages
Business model
• Rapid business model iteration and analysis• Decision support• Common language and models• Aligned frameworks
Business scenarios
System Architecture
Tomorrow
CAPELLA
8
ValYOU – Towards a Design-to-value approach in early design stages
The objective of this work is to support decision-making on:
What is the best value proposition?
Value Proposition
1
Value Proposition
2
Value Proposition
3
Systems alternatives
Systems alternatives
Systems alternatives
9
1) Support valueelicitation togenerate valuepropositions
2) Identify systemsalternativesand evaluate theirvalue with regardto the valueproposition
ValYOU – Towards a Design-to-value approach in early design stages
The objective of this work is to support decision-making on:
What is the best value proposition?
Value Proposition
1
Systems alternatives
Value Proposition
2
Systems alternatives
Value Proposition
3
Systems alternatives
ValSearch
ValUse ValXplore
10
1) Support valueelicitation togenerate valuepropositions
2) Identify systemsalternativesand evaluate theirvalue with regardto the valueproposition
ValYOU – Towards a Design-to-value approach in early design stages
Difficulty to identify added value for Customers
Lack of communication betw. Business Dev. And Syst. Eng.
Lack of structuredway to collect info.
Lack of mapping between functions & added value
Lack of tool to manage functional alternatives
Lack of methods & tools to elicit Stakeholders’ needs
Challenges & motivation addressed
11
ValSearch ValUse
ValXplore
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
12
ValYOU – Towards a Design-to-value approach in early design stagesNg and Smith, “An Integrative Framework of Value.”
Many definitions of value exist
ImplicationDefinitionApproach
VALUE
Customer-centric
Net benefitTrade-offs between
benefits and outlays
Means-end
Assessment of product attributes ‘fit-for-
purpose’ to achieve outcomes
Firm-centricEconomic worth of the
customer to the firmCustomers are payers
13
ValYOU – Towards a Design-to-value approach in early design stages
We position Design-to-Value wrt the value oriented approaches for system
design
Design-to-value
Value driven design
Design-to-cost
Value engineering
•What customers want
•What competitors offer
•How much it will cost to bring the system to market
•Use of multidisciplinary optimization in design
•Production cost = performance to reach
•Technical performances can be reduced if necessary
•Meet customer needs at the lowest overall cost
14
ValYOU – Towards a Design-to-value approach in early design stages
Product Portfolio
Architecture
We focus on system development decisions, not organization
Krishnan and Ulrich, “Product Development Decisions.”
Marketing
Engineering
Operationsdept.
“A decision is an irrevocable allocation of resources” (Chen, Hoyle, and Wassenaar 2013)
OrganizationHow is the product
developed?
DecisionsWhat is being
decided?15
ValYOU – Towards a Design-to-value approach in early design stages
Proposed design-to-value process
Design-to-Value
Value Engineering
Design-to-Cost
Value driven design
16
ValYOU – Towards a Design-to-value approach in early design stages
Proposed design-to-value process
ValSearch ValUseValXplore
17
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
18
ValYOU – Towards a Design-to-value approach in early design stages
ValSearch in the design-to-value process
19
ValYOU – Towards a Design-to-value approach in early design stages
Qualitative analysis software
The ValSearch method Values’occurrence
Code structure:• Values• Stakeholders• Activities• Systems• Costs
Define the business focus
Gather information
Code info based on the Business Model ontology
Generate mapping of values to stakeholders
Identify interdependent values
Capture stakeholders‘ preferences
Val
ues
Stakeholders
20
ValYOU – Towards a Design-to-value approach in early design stages
Benefits of ValSearch
Capture stakeholders'
values
Capture stakeholders’ preferences
Map values to stakeholders
Identify interdependent
values
Structure the market analysis
Capture reliability of information
Justify the business model
elements
Capitalize on related projects
Use customers’ language
Capture competitors’
business model
21
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
22
ValYOU – Towards a Design-to-value approach in early design stages
ValUse in the design-to-value process
23
ValYOU – Towards a Design-to-value approach in early design stages
What is the ecosystem of stakeholders?
How do/will they interact with each other?
What are the stakeholders’ value streams?
What are the external systems?
What are their stages?
What are the benefits the SoI offers to the stakeholders?
What are the stakeholders’ preferences?
What is the value proposition for each stakeholder?
Why will the firm benefit from this project?
The questions ValUse helps to answer
24
Case study:
Providing Geo Intelligence to
Humanitarian actors
25
ValYOU – Towards a Design-to-value approach in early design stages
The case study takes place within the Business Innovation Factory,
a 6-month Airbus Defence & Space program
The Business Innovation Factoryaims to accelerate the mostpromising business projects.
Employees areinvited to submittheir businessmodel ideas.
26
ValYOU – Towards a Design-to-value approach in early design stages
The problem addressed by ELPIS:
Humanitarian actors need more effective cross-sector collaboration
“We need to support effective cross-sector partnerships.” 2015
27
ValYOU – Towards a Design-to-value approach in early design stages
After the training session, we worked on a first value proposition that
was deemed unclear and imprecise by the coaches.
Value proposition
“ELPIS is a platform which brings access to valuable information for humanitarianmissions, like demining land fields, developing agriculture, rescuing people after maindisasters.
Our platform could be used by international organizations, like the UN, working in post-conflict countries and undeveloped countries, which need information from theoperations fields to manage humanitarian missions and to assign funds.”
28
ValYOU – Towards a Design-to-value approach in early design stages
After, we did a 1-day workshop to apply the ValUse method.
29
What is the ecosystem of stakeholders?
How do/will they interact with each other?
What are the stakeholders’ value streams?
What are the external systems?
What are their stages?
What are the benefits the SoI offers to the stakeholders?
What are the stakeholders’ preferences?
What is the value proposition for each stakeholder?
Why will the firm benefit from this project?
ValYOU – Towards a Design-to-value approach in early design stages
Map value
Capture stakeholders’ interactions
Today’s interactions Tomorrow’s interactions
30
ValYOU – Towards a Design-to-value approach in early design stages
We semantically enrich this model to depict the possible impacts of the
System/service of Interest
Flow types:- Policy- Money- Workforce- Technology- Knowledge- Goods and services
The Stakeholder Value model enables to identify direct as well as indirect value flows. (Cameron 2008)
31
ValYOU – Towards a Design-to-value approach in early design stages
Why we use affordances in business & system design
• Affordance-based design supports problem’s structuring -> more focus on the problem-
related aspects (Gero et al., 2013)
• Functions vs. affordances:
Function good for transformative relationship
Affordance good for complex relationships for larger complex context, all the interactions between
users. (Maier, 2002)
Function Affordance
Definitions “What a device does; the desired output from a system” (Ullman, 2002)
“relationship between two artifacts in which potential behaviors can occur that would not be possible with either system in isolation” (Maier)
Concept Transformational; relation input-output, though other proposals have been made (Crilly, 2010).
Relational; property of two systems (e.g. artefact and user).
Design approach Use-centric User-centric 32
ValYOU – Towards a Design-to-value approach in early design stages
Identify affordances
Desired affordances for Sponsors
33
ValYOU – Towards a Design-to-value approach in early design stages
Prioritize affordances
34
Affordances
ValYOU – Towards a Design-to-value approach in early design stages
Generate value proposition per stakeholders
Benefits delivered by ELPIS
• Alert on emergency
Population
• Capture local needs
• Justify funding request
National authorities (Gvts, …)
• Set priorities based on local population needs
• Share geospatial data costs across sectors
• Access and merge geospatial data
• Share geospatial data across sectors (horizontal and vertical network)
Sponsors (UN, World Bank, NGO, Donors, …)
• Delimit area of intervention
Field Operators
35
ValYOU – Towards a Design-to-value approach in early design stages
Relationships between value proposition, affordance and System/
Service of Interest
36
ValYOU – Towards a Design-to-value approach in early design stages
Benefits of ValUse
Understand today stakeholders' interactions
Share common understanding of
today’s ecosystem of stakeholders
Share common understanding of
tomorrow’s ecosystem of stakeholders
Capture stakeholders' value streams
Elicit value-in-exchange
Elicit value-in-use
Structure the exploration of values
wrt stakeholders’ value streams
Define what the system/service of
interest could afford
Prioritize stakeholders’ benefits (affordances)
Generate value proposition per
stakeholders
37
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
38
ValYOU – Towards a Design-to-value approach in early design stages
ValXplore in the design-to-value process
39
ValYOU – Towards a Design-to-value approach in early design stages
What is the “best” design alternative?
How we do today
Design Structure Matrix
SPACE CODE: Concurrent engineering environment
Decision tree
Affordance A
Affordance B
Criterion C
40
ValYOU – Towards a Design-to-value approach in early design stages
Design Structure Matrix
What is the “best” design alternative?
The ValSearch method
Define the possible futures
Define the Business & System design variables
Understand design variables correlations
Identify the feasible design alternatives
Evaluate design alternatives’ performances
Explore problem space
Explore solution space
Best case
Worst case
Business variables added
Decision tree
Affordance A
Affordance B
Criterion C
Decision tree
Affordance A
Criterion C
Decision tree
Affordance A
Affordance B
Criterion C
41
ValYOU – Towards a Design-to-value approach in early design stages
Benefits of ValXplore
Investigate business scenarios
alternatives
Compare concepts to competing
offers
Understand design variables
correlations
Explore problem space
Explore solution space
Identify most valuable design
alternatives
42
ValYOU – Towards a Design-to-value approach in early design stages
Outline
Why focus on value?(10 min)
Context
Challenges & motivation
How to apply Design-to-Value (15 min)
Process
ValSearch
ValUse
ValXplore
Conclusion & Discussion (10 min)
Key takeaways
Next steps
Discussion (5 min)
43
ValYOU – Towards a Design-to-value approach in early design stages
ValYOU is based on 3 pillars
Analyse themarket byapplyingqualitativeanalysis based onthe BusinessModel ontology
ValSearch
Design valuepropositions forsystems andservices byadaptingaffordance-baseddesign
ValUse
Exploit knowledgegained duringtrade spaceexploration to helpthe decision-makers form theirpreference
ValXplore
44
ValYOU – Towards a Design-to-value approach in early design stages
Next steps
Integrate the 3 methods to ValYOU
Deploy the method within ASL
Get customers & partners on board
45
THANK YOU FOR YOUR ATTENTION
Questions?