Finding the needs of customer
by the SN Matrix and TRIZ process- The functional approach for connecting methods and 7 solutions-

September 11, 2014
Takashi Ogata, Kazuhiro Fujikawa, Hiroyuki Tsuchiya
ECM Promotion Department
Monozukuri Solution Division
OLYMPUS Corporation

Presentation of Today

2

1. About Olympus
2. Promotion of scientific methods in Olympus
3. QFD for connecting to TRIZ
4. What is the tool to realize the voice of engineer ?
5. Olympus original new SN Matrix
6. Creating the Seeds by expanding engineer’s desire
7. Bringing out the Needs from the Seeds
8. The idea of realizing the functions to meet the Needs
9. Reaction of using SN matrix and logical tree of desire
10. Summary2

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1. About Olympus
Medical Business

Established : October 12, 1919
Head office : Shinjuku-ku, Tokyo, Japan
Capital : ¥124,520 million (As of March 31, 2014)
Consolidated net sales : ¥713,286 million(Fiscal Year Ended March 2014)
Consolidated headcount : 30,702 (As of March 31, 2014)‫‏‬Imaging Business

Scientific Solutions Business

EVIS EUS Endoscopic Ultrasound Center
EU-ME2 PREMIER PLUS

E-M10
3D Measuring Laser Microscope
LEXT OLS4100

Surgical Energy Device THUNDERBEATPEN Lite E-PL6

EVIS LUCERA ELITE BRONCHOVIDEOSCOPE
OLYMPUS BF-P2903

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IPLEX RX Industrial
Videoscope

TG-３

DS-902

Flaw Detectors
EPOCH 600

2. Promotion of scientific methods in Olympus ( 1 )Providing 7 solutions for the purpose
2010

2009

Solution for

42012 ～
Fuzzy Frontend

QFD

QFD
QFD

Short time

Short time

TM
TM

Functionality
assessment

Limited purpose
Problem setting type

TRIZLong timeLong time

Original QFD

Short time

Parameter design

TRIZ
TRIZ

One loop TRIZLong time

Typical Use of
Methods

4

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Some loops or PAT TRIZ

※One method to use
in some cases

Using various types of methods according to the problem
90 min Basic Training, applied to the theme

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Fast Cause Analysis
Making Strong Patent
Cost Reduction

Only
Creation of Idea

TM

Setting Theme

Evaluation & Experiment
Risk Prevention
Providing optimal solutions
to the problem

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2. Promotion of scientific methods in Olympus ( 2 )The functions of system can connect 7 solutions and methods

Process is connected by the concept of function wherever you open the drawerCore Method

Technology
Development

Search

Product Design

Fuzzy Frontend

QFD TRIZQFD Fish bone chart
Fish bone chart

Preparation
for production

Production

Case of project
Setting Theme
Fast Cause Analysis

TRIZ TM

Making Strong Patent

QFD TRIZ
TRIZ TM
TRIZ TM DOE

QFD TRIZ TM

Cost Reduction
Evaluation & Experiment
Risk Prevention※ TRIZ includes Functional approach and Root cause analysis.

5

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3. QFD for connecting to TRIZ ( 1 )The simplified QFD to determine the priority of user needs(Reference to the paper of OLYMPUS in TRIZ Symposium 2011)

Original QFD Expansion from Matrix Diagram
QFD
VOC

Matrix Diagram

It is difficult
to writematrix
without the
fixed design

Function
Cost
Reliability

Specializing QFD for connecting TRIZ and TM

Simplified QFD

VOC

Simple Table
Priority list ofuser needs

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TM

TRIZ

QFD

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Root cause analysis
Function analysis
Crate Ideas

Optimal robust design
realize the reliability
Idea offunctionalmodel

3. QFD for connecting to TRIZ ( 2 )7

Simplified QFD is not effective in the early development stage
Voice of engineers in the field
I want to use QFD.
But QFD does notwork well.

In the new product, it is impossible to grasp
the customer requirements sufficiently
We want to make use of our own technology,
but application of technology has not been fully
investigated without detailed specs anddrawings in the early stages of development.

QFD
CustomerRequirements

DesignRequirements

Planning
Requirements

DesignRequirement
Targets

It is very difficult to find the potential needs andattractive quality from only the voice of thecustomer.
Too much input, for example business strategy,
technology strategy, market analysis, etc.
confuse my head in the early stages ofdevelopment.

4. What is the tool to realize the voice of engineer ?

8Tool for connecting the needs and seeds by the function will be effective
Needs Customer Needs are the level of functions andrequests for the function system does not have
I want the pot to boil the water in 1 minute.
The specifications are theachievement level of the function
Needs
DrivenFunction

Means Ｓ

Seeds

Technique is a means forrealizing the functions
Means of heating
Heater ,Induction heating

Seeds
DrivenＯ

V
Heater heats the bottom
Ｓ
Ｏ
plate
V
PurposeＳＯ
Means
V
Pot boils the water Insulation keeps the temperatureof the built-in case

Seeds
Driven
Needs
DrivenMeans of keeping temperature
Wool insulation ,Vacuum insulation

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5. Olympus original new SN Matrix

Breaking down to the level and function from the view of time and space
Spatial functional approach
Spatial structure
Ｓ

VＯ

Pot boils the water.

Ｓ

V

Time functional approach is also applicable

Ｏ

Ｓ

Heater heats the bottom plate

Ｓ

V

Ｓ

V

Ｏ

Ｓ

V

Ｏ

Determining thepriorities in the concept
Seedsof the planning
Our own technology is broken
requirement of QFD down into the level and function
Priority

Functional Level
Target◎Function (S+V+O)

Current level

1 min 2 min

Pot boils the water.
Hater heats ・・・

Ｓ

Ｏ

V

Heater assemblyTerminal is crimped to the heater
process connects theＳＯwires to the heater

V

Insulation keeps the temperature of
the built-in case

Functional
Layer

Time

Heater is assembled to the bottom plateＯ

Built-in case holdｓ the hot waterＯ

V

Wire is soldered to the terminal

Needs

Technology of competitors
Hearing the Customer
are searched for each
Needs based on thefunctionfunction
Technology of competitors

Level

Detail

1.5 minTechnology X
PAT No.

Needs ofCustomer
To boil thewater in 1 min.

6. Creating the Seeds by expanding engineer’s desire ( 1 )10

Searching the Needs by expanding the Seeds from desire
Idea and research of technology by expanding the desire, and focusing
Investigation of what you want to do（by Logical tree of desire and Goldfire*）

Clarificationof Seeds
Clarificationof Needs

Expanding the seeds from desire (Free thinking by TRIZ）
Focusing the technology to affinity with the strategy

Finding virtual the Needs for the focused Seeds ,research, and verification
Finding the virtual Needs by the Seeds Needs Matrix
Proposal of virtual Needs to the customer and hearing the voice ofcustomer

Clarificationof Seeds

Verification of Needs (Questionnaire survey, Virtual catalog survey)

Technology development that meets the Needs

6. Creating the Seeds by expanding engineer’s desire ( 2 )11

Original new “ Logic tree of desire” for expanding the technology seeds
Expand our technology to upstream (Deployment of applications ) and downstream (Deployment of means)by using the logic tree of desire. And survey results and ideas are added to the logic tree of desire .

Remove the psychological inertia of engineers by TRIZ !
Deployment of applications ：TRIZ 9-Window method, Effects
Deployment of means：TRIZ Functional approach + Effects

OLYMPUS Original “Logic tree of desire”

Examples of laser processing

Adjustment control of the microscope optics

Deployment of applications
Parts processing of medical equipment
Surface treatment of camera parts
Parts processing of the microscope

Deployment of applications

Drive control of the medical optics
Control of the production
facilities of the camera

High-precision position control

High-precision
Laser processing

High-efficiency power control

Deployment of means

High-precision optical system

6. Creation of Seeds by expanding engineer’s desire ( 3 )12

Deployment of applications :Technical survey based on the function ( TRIZ Effects)

Multifaceted information in “Knowledge Navigator” stimulate the idea of engineers

Finding of theapplication of laser
annealing
Searching for "Laseranneal" by Goldfire *Definition

Various information
about the surface
annealing are foundDetailed terms

Concept

Advantages“Knowledge Navigator” of Goldfire*
Disadvantages

Applications

Information by thesearch lead to new
ideas.
＊Goldfire：Innovation support software Invention Machine Corporation under IHS

Methods

Conditions

6. Creation of Seeds by expanding engineer’s desire ( 4 ) 13
Deployment of applications :Idea of ​using TRIZ Effects based on function

Finding the application for
laser annealing micro-regionof the metal to 500 ℃ over

Using TRIZ Effects of“ Laser annealing ” by Goldfire

I found the application
to eliminate surface
defects as well as
annealing !

Making ​porous transparent solid

Generating a polycrystalline

Forming a part

Melting the surface defect6. Creation of Seeds by expanding engineer’s desire ( 5 )14

Deployment of applications :Technology forecast by TRIZ 9-Window method
Upper layer corresponds to infrastructure products and lower layer
corresponds to the element technology and parts.

Virtual case of medical device
Past six years ago
Upper Layer

Our own
Technology

Lower Layer

Present

Future after 3 years

Adopting a special
shape to key partsof the medical
deviceMiniaturization of key
components due todownsizing of the
medical device

Change ofsterilization process
requires highdurability in key parts

Introduction oftechnology forcutting of metal
with a laser

Drilling and welding
technology of micro
region of metal witha laser

He-Ne, Ar, YAG

Multifunction
machine in
combination of
CO2 laser

Laser？
Nanofabrication
technology byfemtosecond laser
pulse

What technology do
you want when you
are sandwiched
between the upperand lower of layer?

6. Creation of Seeds by expanding engineer’s desire ( 6 )15

Mapping the new technology and idea on the Logic tree of desire
Positioning on the Logic tree of desire can prevent the unregulated divergenceof technology, and control the direction and grain size of ideas and information.
Deployment of applications
For finding the applicationof the laser processing toheat a small area

For finding the applicationof the laser processing toanneal micro-region of
the metal at 500 ℃ overI want to anneal themetal cylindrical surface
by controlling the laser

What is its purpose?

What is its purpose?

I want to expand therange of applicationsof laser processing

For finding the applicationof the laser processing to
make the precise hole

What is its purpose?

What is its purpose?

For finding the applicationof the laser processing toweld a small region of themetal

I want to remove surface
defects by melting asmall region of the metal
by controlling the laser

For finding the applicationof the laser processing to
cut a narrow area
What is its purpose?

What is its purpose?

Mapping the new technology and idea

7. Bringing out the Needs from the Seeds ( 1 )Focusing the technology to affinity with the strategy,
and finding the needs by SN matrix

16

Matching with the strategy of our company
Step 1
Narrowing（１）Taking advantage of the my company’s strengths
the technology （２）Avoiding the strong technology area of competitors
Step 2Functional
expression

Ｓ
Ｓ

V

Ｏ

Ｓ
Ｓ

V
V
V

Ｏ
Ｏ
Ｏ

Step 3
Listening to
the voice ofcustomer

Do you want how muchfunctional level?

SN Matrix
Functional
Layer

Priority◎

Functional Level

TargetCurrent
level

1 min

2 min

Function (S+V+O)
Pot heats the water
The Heater ・・・

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Competitor ‘s Technology

Level

Contents

1.5 min

□□

PAT
No.○○

Voice ofCustomerboil
in 1 minute7. Bringing out the Needs from the Seeds ( 2 )17

The technological seeds actualize the potential needs (attractive quality)
It is possible to provide the unexpected level of the function① Strengthening of basic
functions② Reducing side effects Desire（Function＋Level）Realization model

Keywords for providing
the level above the expected①The basic function outstandingly highI hope the pot to supply
high temperature hotwater at any time

The Pot with afunction to keep
the temperature

I hope the pot to boil thewater in 1 min.

The Pot to boil
water at the
moment②Reduction of side effects far more than
expected③Functional level only for a particular user
④The function with a very high degree of freedom⑤The extremely simple operation⑥The design that gives great impression(Color, shape)

I hope the pot to boil thewater in 30 second withpower consumption of
conventional level or less.

？

Providing excitement to the customer by the unexpected achievementlevel and adding new function

8. The idea of realizing the functions to meet the Needs
The idea for realizing the focused functions
by using TRIZ ( Type of fulfilling the desire )18

Realizing by the different means without involvement in the conventional system
Example of Pot

I hope the pot to boil thewater in 1 min

DesireHeater unit to heat efficiently builtin case to ○ ℃ in 1min

Heater to heat efficiently thebase plate to ○ ℃ in 1min

Insulation to keep the temperatureof the built-in case at ○ ℃ below

Heater Fixed Part to fix theheater with little heat dissipation

TRIZ Effects“ Heating the liquid “(Goldfire*)＊Goldfire：Innovation support software Invention Machine
Corporation under IHS
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《 Reference 》 Two types of TRIZ approach

19

Selecting two approaches in accordance with the purpose

In Sushi Bar

Type of eradicating the problem
Why can’t I
supplysushi fast?

Root cause
analysisCan I cut the fish quickly
without remainder on the
kitchen knife?

Type of fulfilling the desire
Why can’t I
supply thesushi fast?

I found thecause ofslow work

Expression of desire

Brewery

Got it!

New type ofKitchen Knife

You can solve the problem
concretely. However, therange of ideas is narrow

Belt-conveyor
Sushi bar

You can obtain a wide
innovative idea. However, theidea lacks detail or specifics.
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9. Reaction of using SN matrix and Logic tree of desire

20

SN matrix and Logic tree of desire are used by more than our expectations◆You can hearing the customer needs on the basis of the function without
the detailed drawings of the system.
◆Needs assessment based on the functions is possible to improve the coverageof needs and specifications.
◆By clarifying customer expectations for the function, we can connectsmoothly to TRIZ. As a result, it is easy to facilitate the solutions of cause
analysis, risk analysis, and cost reduction.
◆Logic tree of desire can explore widely the potential of your own technology.
◆By functional analysis of time and space, SN matrix can also be applied to
the wide range of problems including the process and usability.
◆By searching the technology and patents of competitors on a functional basis,coverage of the survey can be improved.

10. Summary

21① The New SN Matrix makes it easy to find the needs of customer by
separating the (quality goals) achieved level and function. And engineers
came to be able to determine the priority of technical problems with thecustomer needs and technology of competitors in each function.
② The New SN Matrix is applied to a wide range of technical issues byanalyzing the function from the point of view of space and time.
③ In the process to actualize the seeds, the New Logic tree of desire and TRIZ
process can remove the boundaries of knowledge and experience of theengineers. This process can lead to find a variety of potential needs.
By introducing the above approach to the early development stage,
it was easy to find the customer needs on the basis of the function.
As a result, it has become possible to connect smoothly the solution that
contains the TRIZ solve problems.
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Special Thanks

22

Thanks to Mr. Mamoru Zenko and Mr. Hajime Kasai of IDEA,INC.
They provided the chance of using scientific methods (QFD + TRIZ)
and support for our activities at OLYMPUS.

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Thank you for your attention