Yapılacak işler yaklaşımı ile sistem tasarımı
System design with jobs to be done approach
Yazar: GONCA ÖZDEN
Danışman: DOÇ. DR. BAŞAR ÖZTAYŞİ
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Endüstri Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2019
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering

Özet:
Literatürde inovasyon yönetimi için kullanılan çeşitli yöntemler olduğu görülmektedir. En sık kullanılan yöntemlere bakıldığında ortak değer yaratma, tasarım odaklı düşünme, çevik yazılım geliştirme, teknoloji yol haritaları, EFQM mükemmellik modeli, kalite fonksiyon göçerimi, TRIZ gibi yöntemlerle karşılaşılmaktadır. Bu çalışma kapsamında, inovasyon yönetiminde kullanım alanı henüz diğer yöntemler kadar yaygınlaşmamış olan yapılacak işler teorisi detaylı olarak incelenmiş ve bu teori kullanılarak bir uygulama yapılmıştır.
Tez çalışması 6 bölümden oluşmaktadır.
İlk bölümde inovasyon yönetimi ve yapılacak işler teorisinden kısaca bahsedilerek giriş yapılmıştır.
İkinci bölümde inovasyon yönetimi kavramı anlatılmıştır. İnovasyonun tarihçesinden bahsedilmiş, önem ve faydası anlatılmış ve inovasyon modelleri ile sürecin detayları gösterilmiştir.
Üçüncü bölümde literatür araştırmasına yer verilmiştir. İnovasyon yaklaşımları ve literatürde en yaygın olarak anlatılan inovasyon yöntemleri listelenmiş, bu yöntemlerin detayları anlatılmıştır.
Dördüncü bölümde tez kapsamında yapılacak uygulamada kullanılacak yöntem olan yapılacak işler teorisi detaylı şekilde anlatılmıştır. Tanımı, gelişim süreci ve amacından bahsedilmiş; teoride kullanılan temel kavramlar olan ihtiyaç ifadeleri, ihtiyaç çerçevesi, büyüme stratejisi matrisi, iş haritası, 4 etki diyagramı ve zaman çizelgesi detaylı olarak açıklanmıştır.
Beşinci bölümde tez kapsamında yapılan uygulamaya yer verilmiştir. Problemin tanımı ve uygulamanın amacı anlatılmış, arkasından yapılan analiz çalışmasının detayları ile ilgili bilgi verilmiştir. Analiz kapsamında yapılan kullanıcı görüşmeleri ve bu görüşmeler sonucunda kullanıcıların uygulamada ihtiyaç duydukları temel fonksiyonlar anlatılmıştır. Bu fonksiyonlar göz önünde bulundurularak uygulamanın ekranları ve veri yapısı tasarlanmıştır.
Son olarak altıncı bölümde uygulamadan elde edilen sonuçlara yer verilmiş ve gelecek çalışmalar için öneriler yazılmıştır.

Abstract:
The topic of innovation management, which is a topic of interest and has a various studies in the literature, can be applied in different methods. Co-value creation, design thinking, EFQM excellence model, quality function deployment and TRIZ are the most commonly used methods. In the scope of this thesis, literature research was made within the framework of innovation management, innovation management approaches and methods of innovation management. Jobs to be Done Theory, which has not been as widespread as the other methods in the fields of innovation management yet, has been studied in detail. It has been made an application design using Jobs to be Done Theory in Turkey Educational Volunteers Foundation. The aim of the application is to provide more effective and efficient management of the feedback in the training design process.
This study consists of 6 parts.
In the introductory part of this study, framework of innovation management and Jobs to be Done Theory are mentioned briefly.
In the second part, the concept of innovation management is explained. The history and evolution of innovation and innovation management are mentioned and different definitions of innovation in the literature are listed. Afterwards, the importance of innovation and the benefits it will provide to companies are mentioned. There are different classifications in the literature for innovation. These classifications are briefly mentioned. In the Oslo Guide, there are four different types of innovation, which are product innovation, process innovation, organizational innovation and marketing innovation. This study is based on the Oslo Guide, which is also based on the European Union and OECD countries. Finally, five different innovation generations have been mentioned for innovation models and the steps of the innovation process have been shown and explained.
In the third part, literature research in the field of innovation management is mentioned. Innovation management approaches and the most common methods of innovation described in the literature which are co-value creation, design thinking, agile software development, technology roadmapping, EFQM excellence model, quality function deployment, creative problem solving (TRIZ) are listed and the details of these methods are explained. It has been mentioned two different approaches of innovation management, which are closed innovation and open innovation. In the closed innovation approach, innovation is thought to be a process that needs to be done behind the firm's closed walls. According to this assumption, it is not possible to guarantee that the technologies or ideas of others are of sufficient quality, so the focus is on the company. In a closed innovation model, no communication is established for interaction or exchange of ideas with the external environment; the company does not rely on external ideas and solutions because it is outside its authority. Open innovation is defined as the systematic discovery, retention and use of information throughout the innovation process within and outside the company boundaries. Today, companies cannot be the sole owner of information. Cooperation and coordination play an important role in shaping the competitiveness of firms. With the global dissemination of information, it is not possible for companies to rely solely on their own research and resources. This encourages companies to explore and use external ideas and discoveries.
In the fourth part, Jobs to be Done Theory, which is used in the context of this thesis, is explained in detail. The theory is based on the notion that people buy products and services to get a job done. People don't simply buy products or services; they 'hire' them to make progress in specific circumstances. People have underlying problems they are trying to resolve. They have goals they are trying to achieve and tasks and activities they are trying to complete. They may be faced with situations they are trying to avoid. In each of these cases, people often turn to products and services to help them get a job done. The theory goes on to say understanding "job". A "job" is not a description of what the customer is doing, the solution they are using, or the steps they are taking to get a job done. Rather, the "job" statement embodies what the customer is ultimately trying to accomplish. The Jobs to be Done Theory can help companies to bring out the underlying needs of users; identify competitors from the customer's point of view, especially those not visible; innovate products and services to solve problems that don't have a solution yet. The basic concepts used in the theory, such as job statement, outcome statement, Jobs to be Done needs framework, growth strategy matrix, job map, 4 forces diagram and Jobs to be Done timeline are explained.
In the fifth part, the application designed within the scope of this thesis is included. The definition of the problem and the purpose of the application are explained and the details of the analysis are given. An application has been designed in TEGV in order to manage the feedbacks in the process of creating and disseminating educational content more effectively. In this context, user interviews were conducted in the analysis phase with training program team experts and volunteers, who are the main stakeholders of the feedback process. During the interviews, the questions suggested for Jobs to be Done interview were asked and the jobs that the users tried to do in the process were determined. Core jobs, related jobs and functional and emotional dimensions of the jobs were extracted and the desired outcomes of the jobs were determined. After the requirements for experts and volunteers were determined, the requirements were prioritized by AHP technique. Accordingly, an application was designed to meet the user requirements. Wireframes of the user interfaces are designed. And data flow diagrams and entity relationship diagram are drawn for the management of data structure in the application.
Finally, in the sixth part, the results obtained from the analysis are given and suggestions for future studies are mentioned. Volunteers need to be able to provide feedback outside of certain times and formats and to quickly access content of the training information when it is needed; and experts need to be able to create and update content and to manage feedback from volunteers more effectively and efficiently. An application is designed to meet these user requirements. Within the scope of the design, the functions to be covered on the application are detailed, wireframes of the interfaces where these functions will be provided are designed and necessary data flow diagrams and entity-relationship diagrams are prepared for the application.
In future studies, the set of stakeholders can be expanded and an application can be designed to include consultants, who are not included in this study. With using text mining applications, the type of positive or negative feedback to be selected manually by volunteers can be determined automatically. With the help of text mining, operational efficiency can be improved by automatically detecting the feedback grouping which is performed by experts manually.