A Case Study – “Achieving Success of a failed commercial vehicle to a grand success through  application of Design Thinking & tools and re designing the Product”

1, Challenge-

I was the manufacturing head with one of the largest automobile company in India. Senior management  decided to bring in the heavy commercial vehicle; a mining application tipper very successful and most  consumer friendly in South Korea. The Truck (Mining application Tipper) had Cummins engine from US,  40 T capacity and well designed in terms of styling, quality and reliability. I was responsible to produce the  same product in India at our India location keeping the entire configuration same. The product validation  data presented to me seemed not complete in all respect; although the new product development team  wanted me to go ahead as per top management directive. The product was made and tested as per norms  and sold to multiple mines. 6 mines in India. Within few months the failure report of the vehicle started  coming. Physical observation by me was failure of brake system, AC system as well as Engine Power getting  lost.

The challenge was to understand the reason of a successful product (Tipper) in Korea failed in India in  mining application. It was a mystery that moment.

2, Selection

I focused on the fundamental way the designers work that it shows up in virtually every stage in the  process of designing for growth. As the product failed we decided to go with very basic design Tool:  Visualization. I felt that this is essential to understand mystery as the product is failing in India.

To accurately assess the present & current reality, I formed a team of three. We visited the site, saw the  application at mines, build close connect with the truck drivers at the mines, their driving habits, the  environmental conditions, we did this exercise again back to Korean mines and Indian Mines.

I applied Journey mapping tool to help us assess multiple ideas potential for value creation,

In this case its value recreation on the vehicle from Korea by understanding the reason of failure.

So I had to follow the sites at Korea and India to understand the real failures & the problems they struggle  with. One unique differentiation came out that the Korean truck drivers in mines own the truck and drive  themselves where as in India the drivers are driving some owners truck.

The driver’s overall attitude is completely different. The following of driving norms are not practiced at  our mines(India).

The team also used brainstorming to look at the site on both countries mines while operation and spend  hours to study the failure. The team analyzed cognitively the three failures mentioned.

Three causes came out after detail study, that Korean mines are dusty, whereas Indian mines are Rocky  and with boulders. Whenever driver reverses the truck it often hits the brake chambers which makes the  brake system fail.

Every Korean mines have water jet system at entry to clean the underneath of the truck while entry and  exit which protects the dust accumulation on AC system and engine Air Filter cleaning. Drivers follow it  with letter and spirit as for Korean drivers the trucks have an emotional connect with the product,

We realized that we need to develop concept to relocate the AC inter cooler, as well as Brake chambers  for Indian Mines as we cannot change the mines nature. The Concept Development was made for the  modifications needed.

3.Application-

For our first learning launch, we focused on the physical site, products, failures and micro analysis to get  the maximum insight. In particular, we wanted to see if we could structure our tasks, projects, and  processes to adapt the methods of, time bound, daily, specific meetings, reviews, etc. in an effort to  become more agile.  We started training of operators of the mines and dealership engineers regarding  the new features added on existing vehicle. We evaluated the vehicles performance on daily basis and  closely interacted with the consumers/drivers. It was quite exiting to bring the happiness and joy with the  new product developed. We also produced the new document for driver’s assistance and service  managers.

This helped us to understand the need of type of product validation as the   product is for specific users,  and application at certain geographic and ethnographic considerations. We could work as multitasking,  multiskilling team. Could gain clarity about our tasks and priorities.

Design thinking is essential keeping in mind the systematic problem solving which does not have linear  solutions.

4.Insight

By Design thinking and application of tools we could actually systematically solve the problem for the  customer and could create value for the same. We used the simple tools of design including post it,  photographs, videos. We also learnt and applied multiple experimentation on site and off site by  considering every problem is a possibility. Moving forward, our team will review this insight and  incorporate it into future launch designs. The ongoing incorporation of insight is particularly important at  this stage, as launches come before a full rollout in the design thinking timeline. Approach Given that our  team has already gone through several design thinking activities/tools and are at this stage in the timeline,  the learning launch is the appropriate tool. As previously mentioned, our team needs to review the insight  gained from our first two launches and incorporate this insight into future launch designs. Future launch  designs should reflect insight gained, progress made, and come closer to a compelling solution ready for  full rollout.

5.Approach

As it is a unique case of localizing the product without analyzing the four basic questions, next time I will  definitely try to get four questions answered before development.  Even if we know some product is well  designed and working well somewhere. Also its all ways better to make prototype of the idea and try on  the real ground. It’s always important to do the microscopic observation on the spot to converge at the  critical points for successful design.


A Case Study – “ Achieving Success of a failed commercial vehicle to a grand success through application of Design Thinking & tools and re designing the Product ” 1 , Challenge- I was the manufacturing head with one of the largest automobile company in India . Senior management decided to bring in the heavy commercial vehicle ; a mining application tipper very successful and most consumer friendly in South Korea . The Truck ( Mining application Tipper ) had Cummins engine from US , 40 T capacity and well designed in terms of styling , quality and reliability . I was responsible to produce the same product in India at our India location keeping the entire configuration same . The product validation data presented to me seemed not complete in all respect ; although the new product development team wanted me to go ahead as per top management directive . The product was made and tested as per norms and sold to multiple mines . 6 mines in India . Within few months the failure report of the vehicle started coming . Physical observation by me was failure of brake system , AC system as well as Engine Power getting lost . The challenge was to understand the reason of a successful product ( Tipper ) in Korea failed in India in mining application . It was a mystery that moment . 2 , Selection I focused on the fundamental way the designers work that it shows up in virtually every stage in the process of designing for growth . As the product failed we decided to go with very basic design Tool : Visualization . I felt that this is essential to understand mystery as the product is failing in India . To accurately assess the present & current reality , I formed a team of three . We visited the site , saw the application at mines , build close connect with the truck drivers at the mines , their driving habits , the environmental conditions , we did this exercise again back to Korean mines and Indian Mines . I applied Journey mapping tool to help us assess multiple ideas potential for value creation , In this case its value recreation on the vehicle from Korea by understanding the reason of failure . So I had to follow the sites at Korea and India to understand the real failures & the problems they struggle with . One unique differentiation came out that the Korean truck drivers in mines own the truck and drive themselves where as in India the drivers are driving some owners truck . The driver ’s overall attitude is completely different . The following of driving norms are not practiced at our mines(India ) . The team also used brainstorming to look at the site on both countries mines while operation and spend hours to study the failure . The team analyzed cognitively the three failures mentioned . Three causes came out after detail study , that Korean mines are dusty , whereas Indian mines are Rocky and with boulders . Whenever driver reverses the truck it often hits the brake chambers which makes the brake system fail . Every Korean mines have water jet system at entry to clean the underneath of the truck while entry and exit which protects the dust accumulation on AC system and engine Air Filter cleaning . Drivers follow it with letter and spirit as for Korean drivers the trucks have an emotional connect with the product , We realized that we need to develop concept to relocate the AC inter cooler , as well as Brake chambers for Indian Mines as we can not change the mines nature . The Concept Development was made for the modifications needed . 3.Application- For our first learning launch , we focused on the physical site , products , failures and micro analysis to get the maximum insight . In particular , we wanted to see if we could structure our tasks , projects , and processes to adapt the methods of , time bound , daily , specific meetings , reviews , etc . in an effort to become more agile . We started training of operators of the mines and dealership engineers regarding the new features added on existing vehicle . We evaluated the vehicles performance on daily basis and closely interacted with the consumers / drivers . It was quite exiting to bring the happiness and joy with the new product developed . We also produced the new document for driver ’s assistance and service managers . This helped us to understand the need of type of product validation as the product is for specific users , and application at certain geographic and ethnographic considerations . We could work as multitasking , multiskilling team . Could gain clarity about our tasks and priorities . Design thinking is essential keeping in mind the systematic problem solving which does not have linear solutions . 4.Insight By Design thinking and application of tools we could actually systematically solve the problem for the customer and could create value for the same . We used the simple tools of design including post it , photographs , videos . We also learnt and applied multiple experimentation on site and off site by considering every problem is a possibility . Moving forward , our team will review this insight and incorporate it into future launch designs . The ongoing incorporation of insight is particularly important at this stage , as launches come before a full rollout in the design thinking timeline . Approach Given that our team has already gone through several design thinking activities / tools and are at this stage in the timeline , the learning launch is the appropriate tool . As previously mentioned , our team needs to review the insight gained from our first two launches and incorporate this insight into future launch designs . Future launch designs should reflect insight gained , progress made , and come closer to a compelling solution ready for full rollout . 5.Approach As it is a unique case of localizing the product without analyzing the four basic questions , next time I will definitely try to get four questions answered before development . Even if we know some product is well designed and working well somewhere . Also its all ways better to make prototype of the idea and try on the real ground . It ’s always important to do the microscopic observation on the spot to converge at the critical points for successful design .