What does SWOT stand for?
Strenghts, Weaknesses, Opportunities, Threats
What are the 2 analysis steps of the SWOT analysis?
In the first analysis step, you assess your strengths, weaknesses, opportunities and threats by filling a matrix with internal/external on one axis and helpful/harmful for achieving goals on the other axis. (strengths/weaknesses internal, opportunities/threats external)
In the second analysis step you combine strengths and weaknesses each with opportunities and threats
What are the input and output of the SWOT analysis?
Input
▪Decision alternatives (optional)
▪Supporting information (i.e. reports, market research, competitor analysis…)
▪Know-how of cross-functional team of experts
Output
▪Recommendations for decisions
▪Recommendations for actions
▪Completeness of reasoning
What is the right situation for a SWOT analysis?
▪Within planning phase
▪Need of decision support for or against a product
▪Need recommendation on steps to take (strategic, i.e., long-term goals and operational, i.e., short-term goals)
▪ Information is incomplete, uncertain or ambiguous
What is the full procedure of the SWOT analysis?
Design goal - definition
A design goal is a state that one aims to assume and is suffciently well defined that all stakeholders agree when it is reached.
What is a top-level requirement?
Top-level means, when in conflict, they overrule all other requirements. They are often related to product properties or behavior that a user/customer can directly observe or experience.
What is the purpose of requirements?
▪ Requirements concretize and objectively describe stakeholder expectations or needs.
▪ Requirements are typically used at the interface between stakeholders with differing business interests or responsibilities, i.e., customers, contractors, suppliers, system designers/architects, component designers, etc.
▪ They support communication, discussion and agreement about the direction of design work.
▪ They serve as a management tool for the coordination of the development process within one organisation or in business-to-business (b2b) relations
What is the difference between customer requirements and technical requirements?
Differ by degree of formalization and expert knowledge.
Examples:
Customer: „I want good coffee.“
Technical: „The coffee machine shall produce a pressure of p ≥ 9 bar.“
What is the difference between functional requirements and non-functional requirements?
Existence / non-quantitative vs. related to quality or degree / quantitative
Examples:
Functional: “The thrust vector controller shall control the pitch.”
Non-functional: “The tool should be easy to use.” “The thrust shall be at least 10kN”
What is the difference between performance requirements and specifications?
Quantitative performance vs. detailed technical description
Examples:
Quantitive performance: “The vehicle shall accelerate from 0-100 km/h within 5 seconds.”
Detailed technical description: „The structure shall be made of steel.“
What are process requirements?
Requirements that are imposed on the process itself, not focused on the result. Example: ISO900x norm, e.g., related to document management
What are constraints?
Requirements that are particularly rigid. Example: Safety regulations for homologation (=official approval)
What can be challenges when receiving requirements?
Ambiguity
▪ Human natural language
▪ Subjective views and sensations
▪ For example: “I want a coffee maker that is easy to use.”
Volatility
▪ Implicit or unknown expectations become explicit
▪ Environment changes
▪ Stakeholders change their minds
▪ For example: “We need it 10% cheaper than requested yesterday.”
Completeness (when receiving)
▪ How to satisfy the possibly not formulated expectations of the superior stake-holders?
▪ I-will-know-what-I-want-when-I-see-it problem
▪ Example: Explicitly stated is “I want a small, wireless speaker that plays music loudly.” May be missing: “It should play loudly without distortion and for several hours on one charge.”
Requirement Fixation
▪ Not seeking the better solution (that may even violate the requirement)
▪ For example: focusing on the requirement „The phone must have a keyboard that allows you to type text.” rather than pursuing a solution without a keyboard, e.g., with a touch screen.
What can be ways to remedy ambiguity when receiving requirements?
-prototyping
-develop a code language to express the user perception
-detailed specifications of product
What can be challenges when providing requirements?
Completeness (when providing)
▪ Sufficiency for reaching your goal in your role
▪ Technical complexity, e.g., due to unknown or non-linear interactions between components
▪ Combinatorics of possible scenarios
▪ Extremely relevant for contracting
Optimality
▪ Relevant for requirement decomposition: good balancing of
requirements (requirements on smaller components for complex problems)
Tolerance for …
▪ Integrability: Are the requirements in conflict with other requirements?
▪ Feasibility: Can the receiver satisfy the requirements within available means? Is it possible to build a solution?
▪ Uncertainty: Do the requirements provide tolerance for perturbations? E.g., scatter of material properties or non-robust behavior
Design Freedom
▪ Without unnecessary reference to a particular solution, maintaining solution-neutrality
▪ Strictly focus on what is relevant and not on the details or specifics to allow for creative, better, and most importantly: cheaper solutions.
▪ Common among experienced designers: solution fixation
What can be ways to remedy incomplete requirements when providing requirements?
-learn by building up experience
-predict by multi-disciplinary teams, storytelling, FMEA
What can be challenges for complex products?
Requirement Proliferation
▪ Seeking complete sets of requirements for complex systems, engineers tend to add to existing ones
▪ No incentive to remove existing ones (nobody understands the consequences, individual risk)
▪ Example 1: Automotive electrical systems are subject to hundreds of pages of specifications and related documents
▪ Example 2: The Airbus A350 long range aircraft was challenged with over 200’000 requirements across the whole program
Traceability
▪ What is the origin of requirements?
▪ Helps to assess relevance and perform updates
▪ May be in conflict with proliferation
What is the procedure of benchmarking/positioning?
1.Define goal of benchmarking.
2.Determine products to be assessed (typically from competition).
3.Determine attributes for comparison.
4.Determine the attribute values (e.g., by measurement or inquiry) and compare appropriately (e.g. number of parts, weight, market price).
5.Infer improvement potentials and design goals for own product concept as well as its positioning relative to the competitors’ products. Relax goals if too expensive or unrealistic.
Notes:
▪ Benchmarking can also be applied to processes, methods, technologies, strategies and systems.
▪ The process of benchmarking is costly but offers large potential for stimulating improvements and defining design goals.
▪ In competitive benchmarking, care should be taken to rate the competitors´ products as objectively as possible.
What is the input for benchmarking/positioning?
▪Products to compare: Competitors’ products from the same category OR predecessor product (if available)
▪Attributes for comparison OR team of experts to determine attributes
▪Desired position of own product, e.g., BIS = best in segment
What is the output for benchmarking/positioning?
▪List of properties of compared products
▪Actual position of own product relative to competitors’ products
▪Realistic design goals for own product expressed by requirements
What is the right situation to use benchmarking/positioning?
▪Planning phase or concept development phase
▪Need of design goals for own product to direct product development
▪Need to translate desired position of your product (with respect to competition) into technical requirements
▪Need for improvement of own products
What is the input for benchmarking/reverse engineering?
▪Products to be analyzed
▪List of relevant product attributes
▪Team of experts
What is the output for benchmarking/reverse engineering?
▪Detailed knowledge of competitors´products, e.g., product properties, functions, product structure, manufacturing process, development process and costs
▪List of additional requirements and useful suggestions for new developments or product improvements
▪ Insight into the state-of-the-art