Abstract: • Get success early, in order to gain support for DfSS beyond researchand development • Make a strong business case to ensure the consistent allocation of resources • Inform senior management so that they connect the dots and believe in the value of investing in products from the start • Implement a strong management commitment not just at project level but at a total system program level Presented by Tom Judd, Sr. Director, Prodcut Development Quality, Motorola, at the IQPC Annual DFSS Conference in April, 2008, 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 Acquire the Necessary Support for DFSS Projects from Senior Management Design For Six Sigma 2008 April 21-23, Chicago

2. MOTO SLVR MOTO RAZR 2 MOTOROLA Q Mobile Devices Global Leader in the Personal Communications Industry MOTO RIZR MOTO KRZR

3. "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 Government & Public Safety Systems The Global Leader in Government & Commercial Communications Systems

4. Global leader in Broadband Home Solutions & Services Home & Network Mobility Digital Video & VOIP Solutions Advanced Wireless Solutions Global Provider of Carrier Network Solutions & Services Base Stations (WiMAX, 3GSM,CDMA), Broadband “Hot Points, Branded Services IP-BSC-DO

5. Six Sigma Product Development at Motorola

6. Motorola’s Digital Six Sigma Program Improving Customer Value & Business Performance HDFSS PDFSS PMFSS SDFSS TDFSS SSPD Six Sigma Product Development DMAIC DMADV LEAN SSPI Six Sigma Process Improvement

7. Product Programs Platform Programs SSPD Disciplines Align with Product Development Hardware Design for Six Sigma (HDFSS) Software Design for Six Sigma (SDFSS) Governance Framework Portfolio Development for Six Sigma (PDFSS) Technology Development for Six Sigma (TDFSS) Hardware & Software Design for Six Sigma (H&SDFSS) Business Case Development Requirements & Planning Project Definition Implementation Launch & Closeout M15 M13 M11 M7 M3 M0 Product Marketing for Six Sigma (PMFSS)

10. How Did Motorola Get To This Level?

13. Who “Owns” DFSS? Should Quality Own DFSS?..... DFSS Ownership For DFSS to Take Root… Thus, for DFSS Maturity to Aspire… Engineering Management MUST become Long Term Owners Most Companies (including Motorola)…. Quality Organization Yes, but… Quality can ONLY Own the Initial Deployment Activities Engineering MUST Own the Institutionalization of DFSS

18. Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Resources Shift for Proactive, Predictive Product Development 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

19. Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… 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 Business Case Development Requirements & Planning Project Definition Implementation Launch & Closeout M15 M13 M11 M7 M3 M0

20. 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) Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… 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

21. Methods/Tools to Capture Discovery Session Engineering Knowledge Convincing Engineering Management Expand on the Vision of “What’s Different” in DFSS… Serve as Roadmaps for Risk Mitigation via DFSS Analytical Tools Radar Project Critical Parameter Management (CPM) Applied to “Proactive” Requirements EX: “How do we achieve the required range? System Subsystem Subsystem Vendor Comp Comp Mat’l DFMEA -- Applied to “ Reactive” Requirements EX: How do we make this water proof?

23. Convincing Engineering Management Examples of “Point Solution” Success Stories…. 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!

26. Let’s not “Boil the Ocean” Identifying the Top Critical Parameters 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

28. Value Add Realization 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

30. Expand the Application of DFSS A DFSS PROGRAM may have several DFSS PROJECTS and/or DFSS TOOLS Application DFSS PROGRAM (ex: Complete Phone) Black Belt Program DFSS PROJECT Green Belt Project DFSS PROJECT DFSS PROJECT DFSS Tool Application Individual Contributor DFSS Tool Application DFSS Tool Application DFSS Tool Application

31. June, 2006: "This might sound trite, but the design philosophy behind DFSS (Design for Six Sigma) is simply what engineers are supposed to do. If you do the job right the first time, the probability of problems becomes smaller. Execution is easier. You don't have to dive and catch." September, 2007: "Our investment in quality improvements on our core products and DFSS on new products is paying off." Sr. VP, Global Engineering Sr. Director, Mass Market Products The DFSS program paves the way for improved quality and cycle-time of decision making during product development, resulting in improved product-cycle times and launch quality. Using the DFSS methods and tools on … programs were key contributing factors in enabling these programs to achieve their drive-to-schedule dates with NO hardware RASAs (Risk Assessed Ship Acceptance). Ultimate Goal of DFSS Deployment 8/06 9/06 10/06 11/06 12/06 1/07 2/07 3/07 4/07 5/07 6/07 7/07 8/07 Product Launch Success Metrics

32. What’s Next for Motorola?

36. Thank You! Q & A