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 . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: 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 .
### Output: 