Abstract: Sustaining DfSS – Keeping Up Momentum • Comprehending what is required to stop your DfSS program from running out of steam by developing unwavering senior and middle management support • Assessing techniques to keep focused on the longterm growth and expansion of DfSS within product development programs and processes • Developing a plan for evolving requirements for training, mentoring, communication and project success metrics Chaired & Presented by Tom Judd, Sr. Director, Prodcut Development Quality, Motorola, at the IQPC Annual DFSS Conference in April, 2007, in Chicago

1. MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2005 Tom Judd Sr. Director, Product Development Quality Master Black Belt, SSPD Corporate Quality Office Sustaining DFSS… Keeping Up the Momentum Design For Six Sigma 2007 April 3-4, Chicago

2. “ Motorola’s vision of Seamless Mobility means people have easy, uninterrupted access to information, entertainment, communication monitoring and control.” Total 2006 Revenue => $42.9 Billion ** Source: Motorola 2006 Annual Report MOTOROLA By Region North America Europe Latin America Asia Region China Others Mobil Devices Networks & Enterprise Connected Home Solutions By Business

3. MOTOSLVR MOTOKRZR MOTOROLA Q MOTOPEBL Mobile Devices Business Global Leader in the Personal Communications Industry MOTORIZR

4. "July 7 has brought home more than ever the need for trusted, resilient and reliable emergency communications ... one technology, one open standard.” Pete Richardson 02 Airwave “ Our 800 MHz trunked critical communications network was the only game in town …From the storm’s landfall through today, it provided the foundation for all communications.” Paul Winter Charlotte County, FL 2006 London Bombings 2004 Florida Hurricanes Networks & Enterprise Business The Global Leader in Government & Commercial Communications Systems

5. Global leader in broadband Connected Home solutions and services, seamlessly enabling customers to be informed, connected and entertained. Connected Home Solutions Business Digital Video & VOIP Solutions Advanced Wireless Solutions Next Generation Home Communication Solutions

6. Six Sigma Product Development at Motorola

7. Six Sigma for Product Development (SSPD)* * Based on SSPD Model by Skip Creveling, PDSS Technology Strategy Product Portfolio Definition & Development P 2 D 2 I D E A Business Strategy Marketing Strategy Technology & Software Platform Development SWDFSS R D C V TDFSS I 2 D O V HW/SW DFSS D O V C MFSS C D O V Product Commercialization Product Launch

8. SSPD Spiral of Maturity Establish Central SSPD Team Internalize HDFSS Training Develop GBs & BBs Create “Point Solution” HDFSS Projects Map SSPD to the NPI Process Expand Application of SSPD on NPI Programs Meld SSPD with Other NPI Processes & Groups No More “SSPD”… Just the way we do NPI Initial HDFSS Training by Outside Consultants Modularize Training and Communications Plan Limited Application of SSPD at the Program Level Influence Management To Give SSPD a Shot Launch Additional SSPD Disciplines

11. Motorola “Point Solution” Successes Mobile Voice & High Speed Data Unit Y = Block Error Rate Saved 4 Weeks of Testing! Mobil Voice T/R Unit Y = Increase Frequency Skipped the Pilot Build Phase! Cellular Base Station Unit Y = Reduce Software Fault Rate via FMEA Significantly Discovered & Mitigated Software Faults Prior to Acceptance Testing!

12. Influencing Management on SSPD It’s All About Doing Things Right the First Time….. As the Carpenter says…… Determine the necessary length of the board… Collect VOCs Understand Requirements Measure Twice….. Cut Once… Identify & Reduce Risks Right the First Time!

13. Need to Change the Product Development Culture Test in Quality Design in Quality Influencing Management on SSPD Replace the “Fire Fighting” Program Management Culture…… With a “Fire Prevention” Program Management Culture….

14. Shift Resources for Proactive, Predictive Product Development Stress that SSPD NPI Resources <= Typical NPI Resources Influencing Management on SSPD NPI Resource Level NPI Development Time Launch Typical Resource Profile Resource Profile Using SSPD Post Launch “ Fire Fighting” Can always find Resources for This Shift Resources “ Up Front” to Find & Mitigate Risks Early

15. Up Front “Discovery Sessions” Lead to Identifying Risks and Discovering Opportunities Early in the Development Cycle Cross Functional Team Members (Engineering, Test, Quality, Mfg, SMEs) Influencing Management on SSPD Radar Project Facilitation Meetings Maintain a System Level Perspective During Development with Constant Focus on Customer & Business Needs Enables Cross Function Perspectives that Discover Interactions & Constraints Provides a Forum for “Out of the Box” Thinking That Leads to New Idea Generation Discovery Sessions

16. Discovery Sessions set the Stage for the Analytical Tools Critical Parameter Management & DFMEA…… Proven Methods/Tools to Capture Product “Tribal Knowledge” Influencing Management on SSPD Radar Project Critical Parameter Management (CPM) is Applied to “Proactive” Requirements EX: “How do we achieve the required range? System Subsystem Subsystem Vendor Comp Comp Mat’l DFMEA is Applied to “Reactive” Requirements EX: How do we make this water proof?

17. Let’s not “Boil the Ocean” Limited Application of SSPD Total Product Level Requirements Performance & Functional Requirements New-Unique-Difficult (NUD) Requirements Top Critical NUD Requirements “ Keep You Up At Night” NUD Requirements System Requirements Management “ Tribal Knowledge” Filtering Traced to NUD VOCs via House of Quality Apply DMEA & CPM Flow Down Method to Find Contributors Develop & Exercise Transfer Functions To Mitigate Risks Methods & Tools

18. Structure to Support the System Level Approach to DFSS DFSS PROGRAM (ex: Complete Phone) DFSS PROJECT Black Belt Program Green Belt Project DFSS PROJECT DFSS Tool Application Individual Contributor DFSS PROJECT DFSS Tool Application DFSS Tool Application DFSS Tool Application Limited Application of SSPD

20. Limited Application of SSPD Risks Mitigated by DFSS are Like “Beams of Light” Piercing Through the Storm of all the Other Product Launch Problems This “Turns the Heads” of Program, Functional & Business Management

21. SSPD Mapped to the M-Gates “ Inbound” Marketing for Six Sigma (MFSS) Technology Development for Six Sigma (TDFSS) Product Portfolio Definition & Development DMADV Six Sigma (Issue Resolution) Hardware Design for Six Sigma (HDFSS) Software Design for Six Sigma (SDFSS) “ Outbound” Marketing for Six Sigma (MFSS) Business Case Development Portfolio Planning Project Definition Implementation Launch & Closeout Motorola Product Development Gate Governance

22. Methods & Tools Mapped to PDP Process Business Case Development Portfolio Planning Project Definition Implement Voice of Customers Focus Groups Gemba Interviews Ethnography CPM Pugh DFMEA Design Specs QFD KJ Surveys (Consumers, Carriers, Business, Technology) Transfer Functions DOE’s RSM Reliability Analysis MSA Kano Marketing - MFSS Engineering – HW & SW DFSS Mrktg To Eng Hand Off

23. Plus…. Advanced Technical Subject Matter Training Where Needed Migrate to Modularized Training Training Synchronized with the DFSS Steps Concept Define & Identify Design Optimize Validate

24. Communication Plan

26. System Requirements System Architecture Hardware Requirements Hardware Architecture Software Requirements Software Architecture .. .. Gather VOC’s KJ/KANO Analysis Tools with a Systems/Product Level Application Tools Specific to HW & SW Application Pugh Matrix CPM & FMEA Flow Down Tools Specific to Marketing Application Launch Additional SSPD Disciplines House of Quality