By Muthiah Kasi, PE, SE, CVS-Life, FSAVE
Construction of Customer Function Model for Innovation
Innovation is based on non-biased thinking, ignoring the elements of existing project, product or process and focus on the functions. Those functions should not be too specific. A new change or modification of a product, process or project is considered as innovation.
When one is exploring different modes of transportation, it should be broad enough to be applicable to all types of transportation modes. If the mode of transportation is described as a motorized land vehicle, the mode of travel will be restricted to limited choices of vehicles. If the mode of transportation is described as a general mode, the choice will encompass land, water, air, motorized, and non-motorized modes of travel. If the study is to optimize certain modes of transportation, the functions can be specific. If its purpose is not focused on any specific mode, then the function should be more general.
Functions describes the intent of an action or purpose of an element. Let us look at the automobile as a mode of transportation. What does a car do? It helps you to get from one place to another. The function can be stated as Facilitate Travel. This function as a task can be stated for any one of the modes shown in Exhibit A. Ask the question “How does it facilitate travel?” The immediate response may be Accelerate Car, Apply Break etc. However, these functions focus on a specific transportation mode. It conveys the actions and purposes for a specific application. If the functions can be stated at a macro or abstract level, the options may be expanded. Answering the question “How to facilitate travel?” can be stated with two functions: Initiate Movement and Control Movement.
Exhibit A: Functions of how to facilitate travel
The task and basic functions are applicable to any one of the modes of travel. Similarly, the functions and the function model are developed (Exhibit B). This Customer Function Model is applicable to an automobile as well as a baby travelling on a mother’s shoulder. The basic functions are initiated by the mother instead of an automobile’s engine and breaks. The explanation of the function fulfillment of some functions are shown below:
| Function | Automobile | Mother Carrying Baby |
| Minimize Breakdown | This refers to the engine of a car | This refers to mother making sure that the cloth is strong and durable and knots are properly tied |
| Control Environment | Temperature control, Car enclosure | The type of cloth and covering based on the weather |
| Increase Storage | The cabin size and trunk size are areas of this function fulfillment | The carrying cloth is big enough to store baby toys or water bottle |
| Optimize Entry | It refers to 2-door versus 4 door, keyless entry and mechanized door opening, etc. | This refers to the volume and dimension of the cloth |
Similarly, all the functions can be compared to any mode of transportation. A customer function model can be created for specific ideas or concepts.
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