We are going to take a look at DMADV as it applies to the practice of Six Sigma.

DMADV is an acronym that describes a 5-step process tool used in Six Sigma. It is applied when a client or customer requires product improvement, adjustment or more commonly, when an entirely new product or service is required. The process is aimed at creating a high quality product, while keeping customer demands at the forefront of thought. It is crucial to understand that the DMADV process is used strictly for a product or process that is not in existence with the organization, but the need for it has been identified. The five steps of the process are as follows:

Define Phase
Project leaders identify wants and needs believed to be most important to customers. Wants and needs are identified through historical data, customer feedback and other sources of information.

Measure Phase
The second part of the process is to use the defined metric to collect data and record specifications in a way that can be utilized to help drive the rest of the process.

Analyze Phase
The result of the manufacturing process that is tested by teams to create a baseline for improvement.

Design Phase
The results of internal tests are compared with customer wants and needs. Any required adjustments are made at this time.

Verify Phase
The last stage of the process is ongoing. While the product or service is being introduced and customer reviews are coming in, adjustments in process may be made.

The application of DMADV methodologies are rolled out over the course of months or years, depending on a variety of factors. The end result is a product or service that is completely aligned with customer expectations, wants and needs.

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Now, disc brakes have taken over, so even though some cars still use brake drums, there’s no doubt that some day in the near future they will be extinct. This example reflects the way businesses are constantly changing. Future customers are setting the trends, and new convenient products are being developed for them to purchase.

Stay close to your customers — they may suggest products or services that will fulfill their needs in the future. If the small car parts business had not only stayed close to trends in the automotive industry, but also listened to their customers, they would have been prepared for what the future held and designed a new product or service. Now with disc brakes, the old brake drum businesses probably went out of business. Had they been ready to pivot, they might have changed to a service-based business specializing in old cars or designer cars or whatever the market would support.

The Voice of Customer (VOC) tool is a priceless tool used by Six Sigma. For the business owner, it should be as important as paying your bills. Make it part of how you invest in the future of your company or business, so when a need for a new product that could help you pivot your business arrives, you’ll be ready.

DFSS (Design for Six Sigma) is one of the most important Six Sigma templates you will need to invest in the future of your business. The actual template is DMADV which stands for:

•  Define
•  Measure
•  Analyze
•  Design
•  Verify

DFSS is used for completely redesigning a product or service, or creating a brand new product or service. Interested in learning more? For more information on our on-demand online classes or our virtual classroom training, please visit 6sigma.com. 

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1. Critical to Quality (CTQ): What’s most important to the customer, what does the customer require, or what must be included for the customer to spend their money at your business. The customer has to define what quality is, not the business.
2. Defects: Failing to give what the customer asked for; or failing to deliver what the customer wants. Example: When Coca Cola changed its original recipe and made New Coke. That was a major defect, the customers did not ask for that.
3. Process Capability: This is what your process can deliver. 
4. Variation: What the customer sees and feels. This is anything that the customer doesn’t expect in the product that they purchased from the company. There should never be any fluctuations.
5. Stable Operations: This refers to ensuring a consistent predictable process to improve what the customer sees and feels. This is ensuring top quality to what the customer expects from the product. 
6. Design for Six Sigma (DFSS): Designing to meet the customer needs and process capability. Designing a product or service that you currently don’t have to satisfy a customer request or redesigning a problematic process 

The Difference Between DMAIC and DMADV or (DFSS)

The DMAIC methodology is used when you want to improve an existing process not create an entirely new process.

The DMADV methodology (also known as DFSS) is focused on developing a new service or product. 

Define: The customer’s requirements and for the new process, service or product.

Measure: Measuring the customer’s needs to match the customer requirements.

Analyze: The design for the process

Design: Implement the new processes that are required for the new product or service.

Verify: The results and monitor performance.

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DMAIC and DMADV are two of the most common Six Sigma methodologies in use today. Businesses frequently rely on them to produce high quality with minimal defects while meeting the expectations of customers. While both are designed to help businesses to be more effective and efficient, they are certainly not interchangeable and are optimized for different process types.

Let us examine and similarities and differences between the two tools and see how businesses can decide the best strategy for optimizing their processes.

DMAIC vs DMADV: The Similarities

Let’s first see a basic overview of these two methodologies before we begin to compare them. DMAIC involves Define, Measure, Analyze, Improve, and Control phases while DMADV involves the phases of Define, Measure, Analyze, Design, and Verify.

There’s no denying the fact that DMADV and DMAIC have a number of similarities. Both these techniques use statistical tools to propose solutions to quality-related problems.

They are implemented by Green, Black, and Master Black Belts and target a reduction of defects to less than 3.4 per million available opportunities in accordance with the term Six Sigma’ itself. They both propose data-intensive solutions that derive from hard facts.

The Differences Between DMAIC and DMADV

The major differences between the two tools come in the way they handle the final two steps. In the case of DMADV, the Design and Verify phases involve the redesign of a process to meet the needs and requirements of customers.

This is in contrast to the Improve and Control Steps of DMAIC where the focus is on controlling and adjusting the process. In a nutshell, while DMAIC defines business processes and their applicability, DMADV focuses on customer needs and their relationship with products and services.

Let’s now consider how the tools handle measurement. DMAIC measures current performance while the DMADV technique measures customer needs and specifications. While DMAIC uses a control system to monitor the future performance of the business, DMADV proposes a business model whose efficiency can be verified through simulations.

In conclusion, DMAIC will help improve business processes to remove or reduce defects, while DMADV will help shape a business model that can meet the requirements of the customers.

When to Use Which: The Nature of the Project

It is critical to first determine the nature of your project to be able to choose from amongst the Kaizen, DMAIC, and DMADV methodologies. Businesses need to have a process in place that can help determine whether a project should be directly implemented or if the DMAIC, Kaizen, or DMADV methodology can contribute value.

If you have new product and service designs at hand, it is best to consider DMADV. However, this methodology might not always be the best to work with when considering the existing processes and products. If you do not have any existing product at all, you could use DMADV to implement the design of the product.

Experts recommend using DMADV when you are dealing with a process improvement that does not meet expectations.

DMAIC, on the other hand, works with pre-existing products and processes that no longer meet customer needs.

The best step forward, if a business does not possess in-house Six Sigma expertise, is to seek the support of Six Sigma Master Black Belts and Black Belts who can help make the decision between DMADV and DMAIC.

Conclusion

Six Sigma is a very powerful methodology that can help minimize defects and meet customer needs and expectations. However, choosing between DMAIC and DMADV can be a challenge at times even for businesses that possess Six Sigma expertise.

It is highly advisable to consider first the nature of the project you wish to apply the tools to. Businesses must have a mechanism in place that could determine the best step forward” proceeding directly or using one amongst the two methodologies, as the case may be. Six Sigma experts and Black Belts too can offer valuable insights into this matter.

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DMAIC (Define-Measure-Analyze-Improve-Control)

If you have an existing product or service that doesn’t quite meet the requirements of your customers and you want to improve the existing processes then you need to use DMAIC.

D: Define the problem, goal, reason the issue needs to be resolved.

M: Measure the current status and use it as a baseline. 

A: Analyze the root cause, identify with data driven tools and validate as to why the issue is occurring.

I: Improve and identify some creative solutions to get rid of the major root causes, so the problem will be fixed and prevent future similar issues.

C: Control and sustain the success of the new improvements.

DMADV (Define-Measure-Analyze-Design-Verify)

This is the acronym for the philosophy used in Design For Six Sigma (DFSS), used when developing a brand new service or product within a business. 

D: Define the goal of the new product or service, set realistic and measurable goals.

M: Measure and know which factors are critically important. This should include any parameters, including risks, also accessing the production process and product capability.

A: Analyze, develop and design alternatives; work with different combinations and their results, selecting the best combinations.

D: Design a detailed prototype; create and modify until all the errors are worked out. 

V: Verify as the final step. The newly designed product is taken to the real world and tested to see if it would work perfectly. 

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When To Use DMADV for Design For Six Sigma

• Creating a brand new product rather than fixing the existing product.
• When improving an existing process won’t meet the customer’s requirements.
• The timing to offer an entirely new product or service opens up to do so.

DMADV Template for DFSS

D (Define): Outline the customers requirements and preferences and get all the opinions of design options best suited for the product or service.
M (Measure): Establish a measure of success and research how important features will be judged.
A (Analyze): Put together a short list of concepts and designs and evaluate which is the best design for your process.
D (Design): Outline process details for your design, make your design as effective as possible and test your design several times.
V (Verify): Establish your chosen design with the process created, do pilot testing, implement and make sure you monitor the new process.

DFSS Tools

Tollgate Process: Between each phase or step, many businesses use a tollgate to control the process.
QFD (Quality Function Deployment): Developed in Japan, it helps transform VOC (voice of the customer) into characteristics for a product.
Risk Assessment: The determination of quantitative or qualitative amount of risk related to the product or situation.
Scorecards (Raws, Process, and Product): It is the scorecard that can be used to assess the product and process performance so customer requirements are met in all of the stages in the design process.
Contingency Planning: Used in risk management, it is a plan created for an outcome other than the expected plan. Used in the development of a product in case the outcome isn’t as planned.

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Lately, we have been noticing that many are taking full credit for developing said method and calling it by another name. While Six Sigma programs started back in the 1980’s, many of the concepts and tools used can be traced as far back as the 1920’s.

We have also seen many taking credit and changing the name for DMADV that is used to come up with a completely new product or service. Once again, it follows the specifics of Define-Measure-Analyze-Design-Verify.

DMADV, or many times is called DFSS (Design for Six Sigma) is a template that allows for creativity to have a step-by-step process to follow. Yes, creativity is fluid and everyone has their process, but it’s the fluidity that leaves room for error, so using the structured DMADV process tool is imperative.

Another very important detail is that Six Sigma has a support system and a united group of experts. Continuous education is there for the taking; many of those taking workshops and courses have created lifelong friendships with fellow classmates.

So be aware of those who claim they have invented the wheel. Remember, when there is a problem, it’s there as a learning tool. Using the methodologies to address problems and develop solutions is what has made countless businesses into a  success.

For more information on our Six Sigma training courses or services to help your business be the success you want it to be in 2018, please visit 6sigma.com.

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The 7 quality tools include:

1. Stratification (Divide & Conquer): Here data is divided into smaller subcategories. These subcategories are divided into groups based on the information that they most cover, and the specific information given in these subgroups help solve an existing issue.
2. Histogram: These contain information on the frequency of specific occurrences that have to do with the issue needed to be resolved.
3. Check Sheet: An easy way to display both qualitative and quantitative data that is gathered for analysis; also called a tally sheet. This is great in understanding where in the progress that defect patterns happen.
4. Cause & Effect Chart (Fishbone or Ishikawa Diagram): This diagram is extremely useful in problem solutions as well as identifying the root causes for an issue.
5. Pareto Chart (80-20 Principle): This chart is based on 20% of causes resulting in 80% of effects. The Pareto charts help us visualize through the chart that the majority of end results come from a minority of actions or causes for defects.
6. Scatter Diagram: This is a mathematical chart that correlates a set of two variables for specific data.
7. Control Chart (Shewhart Chart): This is a great tool for observing all pertinent processes over time. This tool makes it easy to see the variation and pinpoint its occurrence.

These quality control tools help in gathering important data that will make quality improvement based on facts and not on arbitrary guesses. Keep in mind that the Voice of Customer (VOC) is of utmost importance since fulfilling the customer’s requirements is the reason you are in business, and without your customers, you won’t have a business or company.

For more information on our Six Sigma training courses or services, please visit 6sigma.com.

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Quest Diagnostics is the Fortune 1000 healthcare company, and is a great example of how Six Sigma continuously prepares for the future of a company. Quest Diagnostics started implementing Six Sigma back in 2000, and things were very different back then. Let’s fast forward to present time now: with the internet and the globalization of medicine, testing and even billing moves at lightning speed.

It is evident that QD has kept up. In fact let’s look at what they did from the outside in. Healthcare matters will touch all of us at some point in our lives, if it hasn’t already. If one has dealt personally with health insurance, co-payments, and lab testing, then you have probably dealt with Quest on some level.

Their billing system is just about flawless, easy to read and follow; one knows exactly what you are paying for as well as when the service was provided. It is obvious that VOC (Voice of the Customer) was a huge part of their Six Sigma toolbox that they relied on.

Six Sigma Methodology and Tools

The Voice of the Customer is a very important tool, of course, since the customer is the life source of your business. If there aren’t any customers frequenting your business, this would be akin to a major organ (i.e. heart, lungs) shutting down.

Quest Diagnostics uses the DFSS methodology to keep up with the times, and it seems to be working for their company quite well. DFSS (Design For Six Sigma) and DMADV (Define-Measure-Analyze-Design-Verify) describe virtually the same process, with more of an emphasis on the actual process steps on the DMADV. DFSS is the process for a new product or process from scratch.

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First of all, let’s break down DMAIC. This is the acronym for Define, Measure, Analyze, Improve, and Control, which breaks down the data driven process or methodology to improve existing processes within a business or company. This strategy consists of the following phases:

Define: the problem, goal, reason the issue needs to be resolved.

Measure: the current state as a baseline and use it as a starting point for improvement.

Analyze: the root cause, identify with data driven tools and validate as to why said issue is happening.

Improve: here you need to identify some creative solutions to get rid of the major root causes, so the problem will be fixed and prevent future similar issues.

Control: here you want to maintain the improvements and sustain the success of those new improvements.

Understanding DMADV

DMADV is the acronym for the framework of Design for Six Sigma (DFSS), which is used when developing a brand new service or product within a business. The acronym stands for Define, Measurement, Analysis, Design, and Verify.

Define: The goal of the new product or service, set realistic and measurable goals, why it is needed.

Measurement: You must know which factors that are critically important; this should include any parameters, including risks, as well as the production process and product capability.

Analysis: Here you develop design alternatives, work with different combinations and outcomes, and select the best components that would work.

Design: This is where a detailed prototype is developed. After this is done, a more detailed version is developed where errors may make it necessary to modify the current version.

Verify: Here is the final step where the newly designed product is taken to the real world test to see if it will work perfectly. Many production runs might be necessary to see if the quality is the absolute highest it can be.

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Make Order Fulfillment Times More Efficient

Don’t forget that DMAIC can help you define, measure, analyze, improve, and control problems in your order fulfillment process. Similarly, you can use DMADV to devise completely new processes that build on your Six Sigma improvements. Moreover, Six Sigma is an excellent tool with which to revise your order fulfillment system. Doing so allows you to assist project teams in detecting issues like variation or waste. You can then correct these inadequacies by reducing none-value-adding processes like excessive paperwork, plus time- and travel-based waste. Six Sigma aims to garner the best results by improving quality and efficiency. Furthermore, you can implement automated processes such as shipment planning and verification to improve your organization.

Reducing Error to Zero = Optimum Supply Chain

If you want to increase efficiency for your supply chain, you must first minimize error. Various stages in the supply chain can benefit from particular Six Sigma-compatible techniques. Poka-Yoke, for example, reinforces your processes against mistakes. It prevents human error by allowing no possible margin for error, forcing workers to complete the task per pre-established specifications. Similarly, the 5S strategy can also help you minimize errors by targeting waste and variation as they appear. 5S allows you to Sort, Set, Shine, Standardize, and Sustain your processes to create a streamlined, efficient environment for work.

Improving Order Fulfillment Processes

When a customer makes an order, they expect you to deliver on that order promptly. You should fill orders so that they arrive on time, with complete, accurate documentation, and absolutely no delivery-based damage. Six Sigma will help you optimize your order fulfillment by recognizing system problems like insufficient planning processes or poor execution.

Combine Lean with Six Sigma to Minimize Waste

Use Lean Six Sigma to drive gross market share and maximize your revenue. You can identify and eliminate none-value-adding activities like waste. Lean principles will increase functionality and efficiency of your supply chains to make them more responsive.

There are various types of waste Lean Six Sigma can treat. Firstly, over-processing, where you spend too long processing an item. This also leads to excess costs and wasted time. To solve this issue, you should increase your inventory only per customer demand. Speculative forecasting can lead to significant losses as your predictions don’t always pan out.

Moreover, unnecessary process stages add zero value to a product or service. If the customer wouldn’t pay for it, then get rid of it. Inadequate layout of your production facility will inevitably lead to losses down the line. By simplifying and streamlining your processes with Lean Six Sigma, your supply chain efficiency will reach optimum levels.

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