[Webinar] Thèse – Innovate by Designing for Value in Early Design Stages
Nous avons le plaisir de vous inviter à la soutenance de thèse de Madame Sonia Ben Hamida, intitulée : Innovate by Designing for Value – Towards a Design-to-Value Methodology in Early Design Stages. La thèse est réalisée en partenariat avec ArianeGroup, l’école CentraleSupélec, et l’Institut de Recherche Technologique (IRT) SystemX.
La soutenance aura lieu le 14 décembre 2017, à 14h, à l’université de Paris-Saclay, Amphithéâtre Peugeot sc.046, bâtiment Bouygues, école CentraleSupélec, 3 rue Joliot Curie, 91190 Gif-Sur-Yvette. Pour y assister :
Ordre du jour :
- 14:00-14:10 Introduction
- 14:10-15:00 Présentation
- 15:00-16:30 Questions & Réponses
- 16:30-17:00 Déliberation et Décision
- 17:00-18:30 Cocktail
Composition du jury :
- Mme Claudia Eckert, Professeur en Conception, Open University, Présidente
- M. Olivier de Weck, Professeur d’Aéronautique, d’Astronautique et d’Ingénierie Système, MIT, Rapporteur
- M. Benoît Eynard, Directeur Innovation & Partenariats et de l’Institut de Mécatronique, UTC, Rapporteur
- M. Yves Pigneur, Professeur en Business Model, Design et Innovation, HEC UNIL, Examinateur
- M. Bernard Yannou, Directeur du Laboratoire de Génie Industriel, CentraleSupélec, Examinateur
- M. Alain Huet, Chef du service Architecture de Systèmes Complexes, ArianeGroup, Examinateur
- M. Jean-Claude Bocquet, Professeur en Conception, CentraleSupélec, Directeur de thèse
- Mme Marija Jankovic, Maître de Conférences en Conception, CentraleSupélec, Co-directrice de thèse
Decisions made in early design stages condition detailed design phases and considerably affect the cost and the success of the system or service under development. This success relies on the ability to satisfy customers’ needs and expectations while ensuring profitability for the company. But customers may face difficulty to express their needs, and they are not ready to pay for everything. Therefore, it is critical to elicit and assess the values not only for the customers, but also for the other stakeholders and the company itself. Decisions impacting value creation still need to be better understood and articulated by considering the unarticulated and latent stakeholder values, the complexity in system design and the economic benefit in developing the system or service. Another characteristic of early design stages is its multidisciplinarity: this phase involves the Business Developer, the System Engineer and the different disciplines (electronics, structure, cost, etc.) who design the business and the system, thus contributing to the selection of the “best” business opportunity with its solution. Although Business Developers and Systems Engineers both focus on value elicitation and value creation, they do not share a clear definition of value, resulting in difficulty to trace values down to system architecture. Their roles need to be better articulated to help them share a mutual understanding and to smooth iterations on Business Model (BM) design to explore BM desirability, feasibility and viability, all-at-once.
To address these challenges, this dissertation proposes a three-step methodology, called ValYOU, to support the iterative and incremental definition, exploration and evaluation of BM alternatives and system architectures. The proposed ValYOU methodology is composed of three steps that can be deployed separately or integrally:
- The ValSearch method proposes to structure the market research and capture BM environment elements, by applying qualitative analysis based on the BM ontology. ValSearch helps to gather and structure knowledge on the BM environment and to select the elements that will constitute the BM. Several alternatives of BM can be defined and managed. The reliability of the information is also captured and the understanding of the BM environment can be consolidated continuously.
- The ValUse method proposes to design value propositions, by adapting affordance-based design to systems and services. ValUse helps to explore both values in terms of exchanges, i.e. the tangible and intangible resources among the ecosystem of stakeholders; and the values in terms of usage, i.e. what the system or service of interest affords the stakeholders to do. This activity-centered method helps to augment the identification of values for the stakeholders at stake. It also helps to explore and define the possible perimeters of the value proposition.
- The ValXplore method proposes to refine business opportunities and assess the BM alternatives by gaining insight by exploring the problem space and the solution space. In current practices, the needs statement or the business opportunity is fixed, and the exploration consists in understanding the contribution of the system design variables in the maximization of value creation. Whereas ValXplore helps to define the business opportunity thanks to a decision aiding process supported by visual analysis. ValXplore tackles uncertainties on the business problem definition and assess the value of the different BMs regarding uncertainty on the BM environment.
The methodology was tested and validated on several industrial use cases to demonstrate its usefulness to support Business and System design and exploration.