Task A: Lean Six Sigma Approach used in Industry

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Innovation-Assessment2.pptx

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MGMT20146 Innovation and Design Thinking Assessment 2

Kahli Bourke S0051101

Manisha Karre 12060032

Bernadette Malmsten

Kanwardanish Bir Singh s0256646

PROPOSAL

Across the globe 1.25 million people lose their life each year in car accidents (World Health Organisation, 2018).

In Australia in 2017, 1226 people died in road incidents. 20.9% of incidents occurred due to head on crashes and 189 of these incidents involved trucks.

Ability to see oncoming traffic when driving behind large vehicles has the potential to prevent ¼ of these incidents and save lives.

Large vehicles with front cameras and screen behind will allow a driver to see what is coming in front.

DESIGN THINKING PROCESS

Design Thinking is a human-centered process for identifying and solving problems that results in effective, innovative solutions (Stanford et al, 2017).

Purpose

Process

Tools

Visualisation journey Mapping Value chain analysis Mind mapping Brain storming

Concept development Assumption testing Prototyping Co-creation Learning Launch

(Liedtka, 2011)

“

DESIGN THINKING APPROACH

Business Model Canvas (BMC)

Identify the Needs of Customer (Customer Segments) & Find the Value Proposition through 2 co-design sessions

Co-design session with road users & road safety

Co-design session with large vehicle operators & road safety

Develop a draft Business Model Canvas (BMC) in co-design

Develop a draft Value Proposition Canvas (BPC) in co-design

DESIGN THINKING APPROACH

Value Proposition Canvas (VPC)

BMC helps you determine how your product creates value for the target customer.

VPC helps you design how the value proposition in the BMC address the VPC Value Proposition (Product) and how the Customer Segments addresses the Customer segments in the VPC.

DESIGN THINKING PROCESS

IDEATION

Solution is to produce trucks with a camera on the front and screen on the back so that drivers can view the oncoming traffic and avoid accidents.

Costs include camera, transmitter, receiver and screen.

Alternative – Camera on the front of the truck. Image transmitted to app on car GPS or phone.

Costs include wireless camera & design of the app. Fee on app to recover costs.

ITERATION

Develop a waterproof screen that clearly displays the oncoming traffic.

Ensure connection between camera and screen

“

REFERENCES

Department of Infrastructure and Regional Development. (2018). Road trauma australia—annual summaries. Retrieved from https://bitre.gov.au/publications/ongoing/road_deaths_australia_annual_ summaries.aspx

Liedtka, J. (2011). Learning to use design thinking tools for successful innovation. Strategy & Leadership, 39(5), 13-19. Doi:10.1108/10878571111161480

Stanford, J., Siminoff, E., O'Neill, M. and Mailhot, J. (2017). What is design thinking?. O'Reilly Media, Inc.

World Health Organization. (2018). Road traffic injuries. Retrieved from http://www.who.int/news-room/fact-sheets/detail/road-traffic-injuries

“

Key Partners

 Screen/TV

technology

 Wireless camera

technology

 Bluetooth/mobile

phone companies

 App developers

 Map developers

Key Activities

 Imaging interpretation

& diagnosis

 Wireless cameras at

the front, sides and

rear of vehicles

 Transmission of

images to rear panel

 Development of apps

and integration with

cars

Value Proposition

 Ability to see in front

and to the side of

large vehicles

supporting the driver

to make better

decisions on

overtaking.

 Avoids head on

collisions

 Provide safer

roadways particularly

on single direction of

travel

Customer Relationships

 Self-service customer

relationships from

website and apps

 Automated phone

services

Customer Segments

 Mass market

 Large Vehicle

industry

 Car drivers

 Bicyclists

 Bus drivers

Key Resources

 Cash to fund

 Technology solutions

 Supportive legislation

 Patents

 Brands

 Applications

 Screen technology

CHANNELS

 Trucking industry

 Road Safety

Authorities

 Advertising

Cost Structure

 Significant costs for screen technology for robustness in all

weather and vibration

 Significant costs for low lighting detection technology

 Significant roll out costs

Revenue Streams

 Federal government – road safety

 Private sector

 Sponsorship/advertising

Product Customer

Gain Creators 

Facilitates safe overtaking of large vehicles 

Reduces the road fatalities 

Easy to use app

Pain Relievers 

Easy to view large screens on vehicles 

Easy to use app for phone 

Ability to project view onto in car screen (if fitted in car)

Products & services 

Safety screens for the back of large vehicles 

App for viewing images transmitted by the vehicle fitted with a screen to either phone or in car screen 

App to include maps Gains 

Safe overtaking 

Easy to use app for passenger as well as driver 

Ability to project to car screens Pains 

Unable to pass safely on single carriage roads due to lack of vision of conditions ahead 

High risk of death of injury passing large vehicles in single carriage ways

Customer Jobs 

Ability to overtake large vehicles on single carriage roads safely by being able to see what’s to the front and side of the vehicle 

Feel confident with overtaking