Module Customer Side

Transcription

1 Module Customer Side by Gerrit Muller Buskerud University College Abstract This module addresses The Customer Objectives and Application Views: Distribution This article or presentation is written as part of the Gaudí project. The Gaudí project philosophy is to improve by obtaining frequent feedback. Frequent feedback is pursued by an open creation process. This document is published as intermediate or nearly mature version to get feedback. Further distribution is allowed as long as the document remains complete and unchanged. status: draft version: 0 logo TBD

2 The customer objectives view supplier 1 supplier 2 supplier 3 supplier 4 supplier 5 head end head end Reduce Accident rates Enforce law Improve Emergency Response Reduce delay due to accident Improve average speed Improve total network throughput Optimise road surface Speed up target groups Anticipate on future traffic condition Ensure Traceability Ensure proper alarm handling Ensure system health and fault indication competitors or complementors? Reduce emissions set top box set top box set top box television television television Early hazard detection with warning and signalling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn non compliant vehicles Enforce speed compliance Enforce red light compliance Enforce weight compliance Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkersvan Oranje Bakker der Kinderen Obbink Pietersen Neeskens Nistelrooij v.d. Hamer Bush Charite Meulengraaf van Hanegem Blair Clinton Jones v.d. Meulen Schijvens Koch Peper Prodi Pinochet Leonardo Kleisterlee Chirac Kok Cruijf v.d. Spijker El Khatabi Peters de Gruijter de Vries Jansen Schweitzer d'oliviera Muller Goedkoop Schroder by Gerrit Muller Buskerud University College gaudisite@gmail.com Abstract The purpose of the customer objectives view is described. A number of methods or models is given to use in this view: customer key drivers to understand the essentials, value chains and business models to understand the position of the customer and a supplier map to understand the supply side of the customer. Distribution This article or presentation is written as part of the Gaudí project. The Gaudí project philosophy is to improve by obtaining frequent feedback. Frequent feedback is pursued by an open creation process. This document is published as intermediate or nearly mature version to get feedback. Further distribution is allowed as long as the document remains complete and unchanged. status: preliminary draft version: 0.3 Customer objectives key drivers Key drivers Safety Effective Flow Smooth Operation Environment Derived application drivers supplier map Application Functional Conceptual Realisation value chain and business models Fry's It'sRetailers Dixon Consumers Boonstra Canal+ AOL Providers UPC AT&T Philips CE-TV Sony Nokia Philips CE-DN System Integrators Loewe Philips CE-PCC Philips Components Intel ST LG Microsoft Component and TI Micron Platform Suppliers Philips Semiconductors Liberate Samsung

3 Customer objectives overview Customer objectives Application Functional Conceptual Realisation key drivers Key drivers Safety Effective Flow Smooth Operation Environment Derived application drivers Reduce Accident rates Enforce law Improve Emergency Response Reduce delay due to accident Improve average speed Improve total network throughput Optimise road surface Speed up target groups Anticipate on future traffic condition Ensure Traceability Ensure proper alarm handling Ensure system health and fault indication Reduce emissions supplier map supplier 1 supplier 2 supplier 3 supplier 4 supplier 5 competitors or complementors? Early hazard detection with warning and signalling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn non compliant vehicles Enforce speed compliance Enforce red light compliance Enforce weight compliance value chain and business models Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkersvan Oranje Bakker der Kinderen Obbink Pietersen Neeskens Nistelrooij v.d. Hamer Bush Charite Meulengraaf van Hanegem Consumers Boonstra Blair Clinton Jones v.d. Meulen Schijvens Koch Peper Prodi Pinochet Leonardo Kleisterlee Chirac Kok Cruijf v.d. Spijker El Khatabi Peters de Gruijter de Vries Jansen Schweitzer d'oliviera Muller Goedkoop Schroder Fry's It's Dixon Retailers Philips CE-TV Canal+ UPC System Integrators Loewe AOL Providers Sony Nokia Philips CE-DN Philips CE-PCC AT&T head end head end set top box set top box set top box television television television Philips Components Intel ST LG Microsoft Component and TI Micron Platform Suppliers Philips Semiconductors Liberate Samsung The customer objectives view 3 Gerrit Muller version: 0.3 COVoverview

4 Example motorway management key drivers Key-drivers Derived application drivers Requirements Safety Effective Flow Reduce accident rates Enforce law Improve emergency response Reduce delay due to accident Improve average speed Early hazard detection with warning and signaling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn noncompliant vehicles Automatic upstream accident detection Weather condition dependent control Traffic speed and density measurement Cameras Smooth Operation Improve total network throughput Optimize road surface Speed up target groups Anticipate on future traffic condition Ensure traceability Ensure proper alarm handling Enforce speed compliance Enforce red light compliance Enforce weight compliance Deicing Traffic condition dependent speed control Environment Ensure system health and fault indication Reduce emissions Note: the graph is only partially elaborated for application drivers and requirements The customer objectives view 4 Gerrit Muller version: 0.3 COVmotorwayManagementKeyDrivers

5 Submethod to Link Key Drivers to Requirements Define the scope specific. in terms of stakeholder or market segments Acquire and analyze facts extract facts from the product specification and ask why questions about the specification of existing products. Build a graph of relations between drivers and requirements by means of brainstorming and discussions Obtain feedback where requirements may have multiple drivers discuss with customers, observe their reactions Iterate many times increased understanding often triggers the move of issues from driver to requirement or vice versa and rephrasing The customer objectives view 5 Gerrit Muller version: 0.3 TCAFkeyDriverSubmethod

6 Key Driver Recommendations Limit the number of key-drivers minimal 3, maximal 6 Don t leave out the obvious key-drivers for instance the well-known main function of the product Use short names, recognized by the customer. Use market-/customer- specific names, no generic names for instance replace ease of use by minimal number of actions for experienced users, or efficiency by integral cost per patient Do not worry about the exact boundary between Customer Objective and Application create clear goal means relations The customer objectives view 6 Gerrit Muller version: 0.3 TCAFkeyDriverRecommendations

7 Example value chain Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkers van Oranje Bakker der Kinderen Obbink Pietersen Neeskens Nistelrooij Bush Charite Meulengraaf van Hanegem v.d. Hamer Consumers Boonstra Blair Clinton v.d. Meulen Schijvens Jones Koch Peper Prodi Pinochet Kleisterlee Kok Cruijf Leonardo Chirac El Khatabi v.d. Spijker Peters de Gruijter Jansen de Vries Schweitzer d'oliviera Muller Goedkoop Schroder Fry's It's Retailers Dixon Canal+ UPC AOL Providers AT&T Philips CE-TV Intel Microsoft Sony System Integrators Loewe Philips Components Nokia Philips CE-DN Philips CE-PCC Component and Platform Suppliers Micron Philips Semiconductors Liberate ST LG TI Samsung The customer objectives view 7 Gerrit Muller version: 0.3 LWAvalueChain

8 Example of simple supplier map competitors or complementers? Suppliers of appliances, services and content are colour coded. consumer The customer does business with many suppliers, and has to integrate the products of many suppliers Disney Sony content content UPC Philips Philips NDS Sagem Loewe Philips head end head end content cable set top box set top Sony cable box set top box television Sony television television cable provider consumer world The customer objectives view 8 Gerrit Muller version: 0.3 COVsuppliers

9 The application view by Gerrit Muller Buskerud University College Abstract The purpose of the application view is described. A number of methods or models is given to use in this view: stakeholder and concerns, context diagram, static entity relationship models and dynamic flow models. 8:30 9:00 9:30 10:00 10:30 patient 1, intestinal investigation patient 2, simple X-ray Distribution This article or presentation is written as part of the Gaudí project. The Gaudí project philosophy is to improve by obtaining frequent feedback. Frequent feedback is pursued by an open creation process. This document is published as intermediate or nearly mature version to get feedback. Further distribution is allowed as long as the document remains complete and unchanged. status: preliminary draft patient 3, intestinal investigation patient 4, intestinal investigation patient 5, intestinal investigation waiting room changing room URF examination room

10 Application view overview Customer objectives Application Functional Conceptual Realisation stakeholders and concerns context diagrams entity relationship models dynamic models 8:30 9:00 9:30 10:00 10:30 soaps canned channel selects transmits movies sports news content described by life age, sex, violence attributes informs patient 1, intestinal investigation patient 2, simple X-ray patient 3, intestinal investigation patient 4, intestinal investigation patient 5, intestinal investigation tuner TV screen parents TV children tuner storage video recorder waiting room changing room URF examination room The application view 10 Gerrit Muller AVoverview

11 Stakeholders and concerns MRI scanner government cost of care financial dir. cash flow cost of op. insurance cost of care administration patient id invoice general practitioner patient ref. physician diagnosis treatment radiologist diagnosis reimburstment nurse patient ease of work patient comfort health inspection quality legend administrative family support operator ease of use clinical IT dep. conformance security facility man. space service supp. maintainer accessibility safety cleaner accessibility safety patient support The application view 11 Gerrit Muller AVstakeholders

12 Context of motorway management system fleet management urban traffic control advanced vehicle control taxes car administration government competing or cooperating? administrative airports railways maintenance contractors motorway management system special destinations third party specialized segments toll tunnel environmental monitoring other concerns special applications needed for contingencies add-ons car repair towing service bus lanes lorry lanes restaurants gas stations The application view 12 Gerrit Muller AVcontextMotorwayManagement

13 Example of simple TV application model channel transmits soaps movies sports canned described by age, sex, violence attributes selects news content live informs tuner TV screen parents TV children tuner storage video recorder The application view 13 Gerrit Muller AVsimpleTVmodel

14 Examples of dynamic models flow models people goods information problem exam state diagrams wait for screening wait for exam wait for diagnose acute exam no problem 20:00 20:30 21:00 21:30 22:00 22:30 time line start movie view phone rings pause viewing broadcast talk record play end movie view finish conversation resume viewing The application view 14 Gerrit Muller AVdynamicModels

15 Productivity and Cost models typical use events configuration working conditions productivity model production rate Cost Of Ownership model radiologist personnel nurse security administration consumables service facilities operator financing 10 The application view 15 Gerrit Muller AVcostBenefitModels

16 Dynamics of an URF examination room 8:30 9:00 9:30 10:00 10:30 patient 1, intestinal investigation patient 2, simple X-ray patient 3, intestinal investigation patient 4, intestinal investigation patient 5, intestinal investigation waiting room changing room URF examination room The application view 16 Gerrit Muller AVdynamicsURF

17 Exercise Customer Side Determine stakeholders, key drivers and context of the product. Translate these drivers into application drivers and link them to the requirements. Exercise Customer Side 17 Gerrit Muller MCAVexercise

18 Exercise Customer Side, second iteration Create a (max) 8 sheet presentation describing the customer objectives and application. Exercise Customer Side 18 Gerrit Muller MCAVexercise2