Embed Size (px)
Citation preview
CHALLENGE INDUSTRY 4.0:
HOW TO MAKE DIGITALIZATION WORK IN
THE ENGINEERING INDUSTRY
Jobs-to-be-Done Theory in Practice
This document details a customer-centric, data driven strategy for
Voith to grow in the paper machinery & production market.
March 28, 2019
Agenda
A. The Voith Innovation Challenge
B. Outcome-Driven Innovation®
experience a deep dive :)
C. Learnings
"Industry 4.0 provides an opportunity to develop
new business models and improve the range of
products and services that we can offer our
customers."
Automation/IT-MixDomain Knowledge-Mix
Initial Situation for Voith
Voith Digital
Ventures
Voith Hydro
Voith Paper
Voith Turbo
Project objectives
• Capture jobs and desired outcomes
of relevant executors
• Identify growth opportunities
(underserved and overserved desired
outcomes)
• Develop solution concepts &
prioritize project pipeline
Objectives of Voith's
Innovation Research
Projects
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data model
to formulate a
winning growth
strategy
04.Discover hidden
segments of
opportunity
03.Quantify the degree
to which each need
is under/overserved
02.Uncover the
customer’s
"needs"—tied to the
job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data model
to formulate a
winning growth
strategy
04.Discover hidden
segments of
opportunity
03.Quantify the degree
to which each need
is under/overserved
02.Uncover the
customer’s
"needs"—tied to the
job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
Market framework – VOITH case
Job executors and their Jobs-to-be-Done
Job Executor Job-to-be-Done
Production
Production Manager Optimize production throughput
Machine Operator Maintain production process
Maintenance
Maintenance Manager Optimize maintenance performance
Maintenance Coordinator Coordinate maintenance activities
Maintenance Executors Execute maintenance activities
Purchasing
…
Maintenance managers (People who define and optimize the
maintenance strategy, policy,
procedures or processes)
"Optimize maintenance
performance"
Overview of the identified job executors and their
Jobs-to-be-Done at Voith
Market = "Job Executor" + "Job-to-be-Done"
Maintenance coordinators (People who coordinate maintenance
requests in daily business and/or as part
of planned shutdowns)
"Coordinate maintenance
activities"
Overview of the identified job executors and their
Jobs-to-be-Done at Voith
Market = "Job Executor" + "Job-to-be-Done"
Maintenance executors (People who are responsible for carrying
out maintenance work - either
themselves and/or together with their
team of technicians)
"Execute maintenance
activities"
Overview of the identified job executors and their
Jobs-to-be-Done at Voith
Market = "Job Executor" + "Job-to-be-Done"
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data model
to formulate a
winning growth
strategy
04.Discover hidden
segments of
opportunity
03.Quantify the degree
to which each need
is under/overserved
02.Uncover the
customer’s
"needs"—tied to
the job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
Job Map
Job executor = Maintenance executors
The job-to-be-done is = Execute maintenance activities
Confirm
MonitorExecute
Define Locate Prepare
Modify Conclude
Evaluate open
maintenance workLocate resources to
execute maintenance work
Prepare execution of the
maintenance work order
Confirm readiness for
execution
Execute maintenance
work
Monitor execution of the
maintenance work
Reorganize execution of
the maintenance work
Clear the work site
Document maintenance
activities
Outcomes – Maintenance Case
• Minimize the time it takes to
determine a maintenance
strategy for each critical
technical position in the mill,
e.g. run to failure, condition-
based, time-based, etc.
• Minimize the time it takes to
determine the optimum storage
quantity for critical spare parts,
e.g. avoid "shelf warmers",
avoid out of stock situations,
etc.
• Minimize the time it takes to
document a finished
maintenance work order,
e.g. actual hours needed,
spare parts/materials
needed, etc.
• Minimize the likelihood that an
unexpected additional work
step needs to be executed,
e.g. disassembly to access the
maintainable item, a
workaround is required, etc.
• Minimize the likelihood that the
root cause of an open
maintenance request is
unclear, e.g. mechanical or
electrical, not reproducible,
incomplete description, etc.
• Minimize the time it takes to
determine what immediate
action to take when a defect
equipment has been
identified, e.g. warn the
operator, contact a service
center, shut down the
machine, etc.
OPTMIZE MAINTENANCE
PERFORMANCE
EXECUTE
MAINTENANCE ACTIVITIES
COORDINATE
MAINTENANCE ACTIVITIES
MAINTENANCE MANAGER MAINTENANCE EXECUTORMAINTENANCE COORDINATOR
Functional outcomes Functional outcomesFunctional outcomes
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data model
to formulate a
winning growth
strategy
04.Discover hidden
segments of
opportunity
03.Quantify the
degree to which
each need is
under/overserved
02.Uncover the
customer’s
"needs"—tied to the
job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
Opportunity Landscape VOITH
Total market for job executor group C: "Execute maintenance activities"
Key take-aways:
▪ The majority of needs are either appropriately served or
underserved (little room for low-price & low-performance-driven
solutions)
▪ The market picture points to a situation where a technology leader
with a high level of expertise is well positioned for sustainable
growth
▪ The strategic goal should be to get the core job done better, i.e.
offer solutions that have the potential to drive satisfaction of job
executors
▪ Top-scoring emotional needs (with the highest discrepancy
between importance and satisfaction): Avoid feeling stressed, e.g. by
unexpected issues, by pressure from other departments, because
the equipment is being run over speed etc.
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data model
to formulate a
winning growth
strategy
04.Discover hidden
segments of
opportunity
03.Quantify the degree
to which each need
is under/overserved
02.Uncover the
customer’s
"needs"—tied to the
job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
Uncover opportunities and market segments:
Needs segments of maintenance managers
Two segments based on needs were identified that differ significantly in their needs structure
Total Market Opportunity Themes
▪ Manage damage prevention
▪ Seamless maintenance processes
▪ Proven investment projects
Profile Highlights (tendencies!)
▪ Longer prof. experience
▪ Tend to be in the DACH region
▪ Part of corporate structures (more than 5
mills)
▪ More older sites
▪ Tend to have higher planned downtime
▪ Medium maintenance team size
▪ Maintenance dept. is also responsible for
CAPEX
▪ Responsible for maintenance expense
Total Market Opportunity Themes
▪ Manage damage prevention
▪ Seamless maintenance processes
▪ Proven CAPEX projects
Profile Highlights (tendencies!)
▪ Less experienced executors
▪ Tend to be in China
▪ Single mills but with more than 1 PM
▪ More younger sites
▪ Medium planned downtime
▪ Large maintenance team size
▪ Maintenance dept. to a lesser degree
responsible for CAPEX
▪ Maintenance dept. to a lesser degree
responsible for maintenance expense
Segment 1
"Holistic maintenance
professionalizers"
Underserved needs:
82% (87 of 106)
Average OPP score 11,5
Segment-specific Needs
Similar needs structure compared to the total
market, but at a higher level
▪ Reproducibility of maintenance activities is a
main driver
▪ At the same time, they want to encourage
entrepreneurial behavior
▪ They strive for consistent documentation
▪ Take a highly managed approach and
consequently seek to link performance to cost
▪ Highest emotional need = Feel part of a team
Segment-specific Needs
Similar needs structure compared to the
total market, but at a lower level
▪ Main priority seems to avoid failures and
strive for runnability
▪ Prevention of damage is a main driver
▪ Running into issues by failing to take
preventive measures seems one of their
biggest concerns
▪ They also want to avoid misuse of the
operational maintenance budget
▪ Highest emotional need = Feel part of a
team
Segment 2
"Issue preventers"
Underserved needs:
23% (24 of 106)
Average OPP score 8,7
Outcome-Driven Innovation® (ODI)
ODI is a customer-centric, data-driven strategy and innovation process that ties
customer-defined metrics to the customer’s "job-to-be-done".
05.Use the data
model to formulate
a winning growth
strategy
04.Discover hidden
segments of
opportunity
02.Uncover the
customer’s
"needs"—tied to the
job-to-be-done
01.Define the market:
job executor and
"job-to-be-done"
03.Quantify the degree
to which each need
is under/overserved
Asset ManagementMarket and Competition
20
99%Others
1 %Voith
Accessible market
• 80% market served by 20 players
• 50% by 5 companies
▪ IBM/Maximo 14% (core-business)
▪ SAP 12% (non-core)
▪ DataStream 8% (non-core)
▪ Intenita 8% (non-core)
▪ Peoplesoft Enterprise One (JDE) 7% (non-core)
Conclusion
Market Description Competition Overview
80 MEUR
per year
To compete with established players in an almost saturated market a clear differentiation strategy is
required.
Related to software
• Conventional Market mainly
covered by big software
players
• 70% of our customers
work with asset
management solutions
Main features:
• User friendly with graphical navigation
• Predefined and uniform plant breakdown
structure including all Asset Master Data
• Full transparency with automated KPI tracking
for optimized Performance Management
• Pre-programmed best practice processes for
request and work order management
• Mobility all information on smart phone or tablet
(work orders, instructions, drawings,..)
• Condition Monitoring & Process Control
communication integrated enabling advanced
analytics – Asset Health Monitoring
• Augmented reality
• Easy internal benchmarking with multi plant
integration
• Compatibility to any ERP system
• Prepopulated preventive maintenance plans
OnCare.Asset
Transparency & Performance
Function: Enables as frontend or standalone a transparent Asset Management
including the full practical functionality of a computerized maintenance management
system (CMMS)
Introduction to Voith Digital Maintenance | Zeiss & Voith | HDH | 2018-11-30 | confidential
“Minimize the time it takes to create a maintenance work plan for a shut down”
Process to create one work order in the conventional SAP/PM
step 1 to step 9, duration approximately 150 seconds........
....planning the work order will require another 11 steps and
an additional 12 minutes for each work order........
2
Process to create one work order in the OnCare.Asset “front-end”
for SAP/PM in 2 steps, duration approximately 15 seconds........
....planning the work order will require one more step and an
additional 5 minutes for each work order........
Introduction to Voith Digital Maintenance | Zeiss & Voith | HDH | 2018-11-30 | confidential
LEARNINGS
ODI® guides Design Thinking
Understand
Find out customer’s needs and pain points.
Develop
Create a product with core features that allows to deploy the market for testing product hypothesis.
Analyze
Quantifiy outcomesof the market research to clarify development focus.
Proof
Seek to maximize the information learned about the customer.
Needs MVP Pilot
? !
Outcomes
OnCumulus.Suite
Unique user experience and user interface design
Made by engineers
for engineers
Made by interaction designers
based on user needs
Learnings
Source: Innovation Roundtable | Jobs-To-Be-Done | 2016-11-08 | Gerald Steiner, Martin Pattera
AppreciationCustomers are
happy to be taken serious in getting their jobs done.
ConsistencyCustomer needs
almost identical all over the world.
ODIThe methodology
eases the understanding of
true needs behind the demand for
solutions.
QuantificationShould be done with the same
team.
ConsolidationAgglomerating statements into
working packages can be challenging.
CloudWillingness to share data is
constantly increasing.
