**SESSION 03 — Transcript & Summary | SozAI**
Source: https://sozai.app/transcript/i-need-the-actual-video-content-or-a-more-descriptive-title-to-create-an-accurate-slug-session/

Prof. Marcelo Machado Fernandes walks a DMEDEV (Design for Six Sigma) class through Analyze-phase concepts using a vegetarian pizza case study for budget-limited students.

## Key Takeaways

- DMEDEV is a structured, data-driven framework; decisions should come from customer voice rather than personal preference
- Voice-of-the-customer data needs adequate sample size, segmentation, and random selection to be reliable
- The Kano model helps distinguish mandatory features, performance features, and delighters
- Pairwise comparison provides a systematic way to prioritize requirements and score concepts
- Generate multiple concepts, select the best, then refine it into a hybrid for the final design

## What the video covers

- Introduces the DMEDEV framework (Define, Measure, Analyze, Design, Verify/Validate) as the roadmap for Design for Six Sigma
- Opens a content review, with students asked to confirm understanding and to bring their own deck/template from a shared presentation
- Defines the customer segment: undergraduate students who cannot afford a $50 pizza, based on the voice of the business
- Explains voice-of-the-customer collection with sampling principles: at least 30 data points (ideally 100), contextual, reliable, well segmented, randomly selected
- Classifies VOC with the Kano model: mandatory, performance, and delighter requirements
- Prioritizes customer requirements using pairwise comparison and a scoring method (adding one to tallies)
- Distinguishes concepts (raw versions) from final designs, and encourages generating multiple concepts before refining
- Recommends digital benchmarking of competitors, including buying competitor pizzas
- Teams propose named pizza concepts (e.g., Mediterranean Garden Pizza) scored against CTQs
- Emphasizes that structured methods beat guessing and that the best concept can be hybridized into a 'super concept'

## Chapters

1. 00:00 Opening and audience check-in
2. 06:00 DMEDEV framework and Define phase: customer segment
3. 12:00 Measure phase: voice of the customer and sampling
4. 18:00 Kano model classification of customer requirements
5. 24:00 Pairwise comparison and prioritization
6. 35:00 Concept generation and scoring against CTQs
7. 60:00 Benchmarking and hybrid super concept
8. 115:00 Closing remarks and final song

Answers

## Questions about this video

What is the DMEDEV framework described in this session?

DMEDEV is the Design for Six Sigma roadmap the instructor uses: Define, Measure, Analyze, Design, and Verify (sometimes Validate). The session positions the current work at the start of the Analyze phase.

What sample size does the instructor recommend for voice-of-the-customer data?

He recommends a minimum of 30 data points, with 100 being better. The sample should also be contextual, reliable, well segmented, and randomly selected.

What is the Kano model used for in this course?

It classifies customer voices into mandatory features, performance features where higher quality means higher satisfaction, and delighters, which are unexpected features that make customers extremely happy when present.

## Full Transcript — Download SRT & Markdown

00:00

Speaker A

Attention ladies and gentlemen. I do have a very simple question. Am I talking to the best of the best of the best? Yes or not? Type here, B B B. The best of the best of the best.

00:28

Speaker A

10 How is my audio? I hope you guys can Hear me okay? You guys can? Perfect. Excellent. So where are we in the D-Medev? Remember that design for Six Sigma, we are using a framework named D-Medev. Define, measure, analyze, design and verify. Sometimes

01:06

Speaker A

When I scale from 0 to 10, how is my audio? I hope you guys can hear me okay? You guys can? Perfect. Excellent.

01:41

Speaker A

starting talking about the final pizza, the final vegetarian pizza, the final product. Okay? But the beauty of a methodology like the Medivh is that we are not creating something that is connected to our needs, to our desire. We have collected the voice of the customer,

02:11

Speaker A

So where are we in the DMEDEV? Remember that in Design for Six Sigma, we are using a framework named DMEDEV: Define, Measure, Analyze, Design, and Verify. Sometimes the V is also used, translated into Validate. Okay?

02:28

Speaker A

So type "review" if you would be happy if I run here a quick content review before we go ahead and start on analyze phase. Yeah? Yeah, and I hope you remember that this certification program includes 10 hours with me

02:59

Speaker A

So: Define, Measure, Analyze, Design, and Verify. Where are we? Right now, we are starting the Analyze phase. And I say that this is by far the most important session, the most important session, because today we will be starting to talk about the final pizza, the final vegetarian pizza, the final product. Okay?

03:21

Speaker A

It's very important that you take seriously your sessions offline. One of the things that you can do is to create your own deck. So you can write down the things that I'm talking about here with your own words. I hope you have

03:44

Speaker A

But the beauty of a methodology like the DMEDEV is that we are not creating something that is connected to our needs or our desires. We have collected the voice of the customer, classified the voice of the customer, prioritized the voice of the customer, and translated the voice of the customer into CTQs. I believe that we have enough content to run a quick review.

04:17

Speaker A

can, for example, click here in file. If you click in file, make a copy entire presentation. Okay. So if you click in file, you can make a copy of the entire presentation and then you can go ahead and create your

04:46

Speaker A

So type "review" if you would be happy if I run a quick content review here before we go ahead and start the Analyze phase. Yeah? Yeah. And I hope you remember that this certification program includes 10 hours with me and 10 hours on your own. You remember that, right? So I need you to review the sessions, take notes, and review your notes.

05:09

Speaker A

Yeah. And so I hope I'm touching your heart more than your mind. I hope both, but more your heart. Remember that we have this roadmap, the framework that is defined, measured, analyzed, designed and verified. And so we have a very simple case study. And why are we using a very

05:32

Speaker A

It's very important that you take your sessions offline seriously. One of the things you can do is create your own deck, so you can write down the things I'm talking about here in your own words. I hope you have this template. Yeah, let me show you. I hope you have this template. So type "template" if you do have this template, and I hope you remember that you can, for example, come here, let me zoom in for you. You can, for example, click here, in File. If you click in File, make a copy, entire presentation. Okay. So if you click in File, you can make a copy of the entire presentation, and then you can go ahead and create your own version and write down the things in the way that you prefer. Okay, beautiful, beautiful.

05:54

Speaker A

that is my wife. Okay? Beautiful. And then on define phase, remember that the very first thing is to define customer segment. You need to listen to the voice of the business. Based on the voice of the business, then we understood what would be our customer segment. Okay, so see

06:17

Speaker A

So let's run this quick content review. As mentioned before, my main objective is to motivate you to deep dive into this topic. Yeah. And so I hope I'm touching your heart more than your mind. I hope both, but more your heart.

06:40

Speaker A

amazing to people that do not have the right conditions to pay $50 US dollar pizza. So we want to touch this specific segment. Beautiful. Yeah. Then, based on this segment, we were able to collect the voice of the customer,

07:09

Speaker A

Remember that we have this roadmap, the framework that is Define, Measure, Analyze, Design, and Verify. And so we have a very simple case study. And why are we using a very simple case study? Because then I can manage your energy to concentrate the highest amount of energy on the understanding of the concepts, principles, tools, and techniques, more than on the case study. So that's why I'm using something very simple: pizza. Alice, that is my wife. Okay? Beautiful.

07:32

Speaker A

collecting this sample. Our sample must be reliable, so I'm talking about the quality of the measurement system. Our sample must be well segmented, must be randomly selected. Beautiful. So with that we got the voice of the customer, the VOC, 10 items.

07:56

Speaker A

And then in the Define phase, remember that the very first thing is to define the customer segment. You need to listen to the voice of the business. Based on the voice of the business, we then understood what our customer segment would be. Okay, so, see, first of all, I need to decide what kind of game I want to play. In this case, I want to offer an amazing vegetarian pizza to undergrad students. So I want to offer something amazing to people who do not have the means to pay fifty US dollars for a pizza. So we want to target this specific segment. Beautiful.

08:19

Speaker A

mean, if I don't have this feature, these delighters, Customers will not complain, will not complain. But if we have, customers will be extremely happy. Then on measure phase, we have prioritized the voice of the customer using the pairwise comparison. Guys, from 0 to 10, how

08:48

Speaker A

Then, based on this segment, we were able to collect the voice of the customer, considering the sampling principles. Our sample should be sufficient. I'm recommending a minimum of 30 data points, but if you can get 100 data points, even better. Our sample must be contextual, so we must pay attention to the characteristics when we are collecting this sample. Our sample must be reliable, so I'm talking about the quality of the measurement system. Our sample must be well segmented and randomly selected. Beautiful.

09:03

Speaker A

Yeah, this is an... I see a lot of 10s. That's amazing. Okay? But if you are on a... I think I saw a 6, 1-6, then you need to re-watch the session.

09:20

Speaker A

So with that, we got the voice of the customer, the VOC: ten items. And then, after that, we classified the voice of the customer using the Kano model. So, the Kano model: we have elements. We have voices that are mandatory, voices where the better the performance, the higher the student satisfaction, and we have delighters, unexpected features. So if I don't have these delighters, customers will not complain, will not complain. But if we have them, customers will be extremely happy.

09:32

Speaker A

So I'm talking about these three voices. We ran another pairwise comparison for these five voices and it's not necessary but we ran a pairwise comparison for the lighter too. Okay? So I just need to go ahead, compare the three

10:00

Speaker A

Then, in the Measure phase, we prioritized the voice of the customer using pairwise comparison. Guys, from 0 to 10, how much did you understand pairwise comparison? From 0 to 10, how much did you understand pairwise comparison?

10:25

Speaker A

spot here. I am evaluating what? I'm evaluating enough cheese not being greasy against fresh vegetables. So what is this? Imagine that I have a group of very special VIP customers and I'm asking you guys need to tell me what is more important fresh

10:52

Speaker A

Yeah, I see a lot of 10s. That's amazing. Okay? But if you are at a 6, I think I saw a 6, then you need to re-watch the session. Okay? Re-watch the session. But it's extremely simple. You just put the voices here. We run a pairwise comparison for the must-bes. Okay? So I'm talking about these three voices. We ran another pairwise comparison for these five voices, and it's not necessary, but we ran a pairwise comparison for the delighters too. Okay?

11:16

Speaker A

voices, A versus B, A versus C, A versus D, B versus C, B versus D, and C versus D. Yeah? Beautiful?

11:28

Speaker A

So I just need to go ahead and compare the three voices against these three voices. Fresh vegetables is here, and also here. Enough cheese is here, and also here. Consistent quality here, and also here. So what I'm doing is just asking pair by pair. Here I am asking in this spot. I am evaluating what? I'm evaluating "enough cheese, not greasy" against "fresh vegetables." So what is this? Imagine that I have a group of very special VIP customers, and I'm asking you guys to tell me what is more important: fresh vegetables or enough cheese, not greasy. And then I do the same for the other pairs. If I have three voices, I need to compare A against B, A against C, and B against C. If I have four voices: A versus B, A versus C, A versus D, B versus C, B versus D, and C versus D. Yeah? Beautiful?

11:50

Speaker A

quality won. Two. So I have one, zero and two. And then my recommendation is for you to add up one to all of them.

12:02

Speaker A

Are we on the same page? Amazing? Then, based on that, I need to count how many times fresh vegetables won. Just once. How many times did enough cheese win? Why? It's here. How many times did enough cheese, not greasy, win? Zero. How many times did consistent quality win? Two. So I have one, zero, and two. And then my recommendation is for you to add one to all of them.

12:19

Speaker A

did I do here? 2 plus 1, 3. 3 plus 3, 6. So I just did here 2 divided by 6, 1 divided by 6 and 3 divided by 6. And I'm just transforming this into percentage so I can rank.

12:42

Speaker A

Yeah, add 1 to all of them, so you don't have zeros. So 1 plus 1 is 2. 0 plus 1 is 1. 2 plus 1 is 3. So 2, 1, 3. And then I just calculate a percentage here. What did I do here? 2 plus 1, 3. 3 plus 3, 6. So I just did 2 divided by 6, 1 divided by 6, and 3 divided by 6, and I'm transforming this into a percentage so I can rank. The most important thing for us here is to rank the VOCs. Is that clear?

12:55

Speaker A

So we have here first place consistent quality, fresh vegetables and off cheese not being greasy. And then I did the same for most delicious pizza, pizza that fits my budget, big pizza to share, crispy outside, soft inside and short waiting time. And I did the same

13:19

Speaker A

So we have, in first place, consistent quality, then fresh vegetables, and then enough cheese, not greasy. And then I did the same for most delicious pizza, pizza that fits my budget, big pizza to share, crispy outside, soft inside, and short waiting time. And I did the same for the delighters. So at the end of the day, we have all the voices classified, ranked, and given a final importance rate. Then I take the same list of VOCs with the importance rate, and I translate the VOCs into CTQs using 9s, 3s, and 0s. And so at the end of the day, I have a list of CTQs properly prioritized and with an importance rate.

13:47

Speaker A

the 9s, 3s and 0s. And so at the end of the day, I have a list of CTQs properly prioritized and with an importance rate. So type here for me "Flow". If you can feel the flow, if you can feel that things are connected.

14:16

Speaker A

So type "flow" here for me. If you can feel the flow, if you can feel that things are connected: I have listened to the voice of the business, then I decided which niche I would target. Based on that, I collected the voice of the customer for that niche, considering sampling. Then I classified the voices using the Kano model. Then I took the... See, the output of one step is mandatorily the input of the next step. Yeah.

14:39

Speaker A

using kernel module. Then I took the... See that the output of one step is mandatorily the input of the other step. Yeah? Customer segmentation helped us to collect the voice of the customer. The voice of the customer helped us to obviously classify the voice of the customer. The classification

15:07

Speaker A

of the voice of the customer helped us to prioritize the voice of the customer.

15:13

Speaker A

The prioritized voice of the customer helped us to translate the voice of the customer into CTQs because I cannot use the QFD if I don't have a list of VOC prioritized. Then the output of the QFD, Quality Function Deployment, was the prioritized list of

15:36

Speaker A

the CTQs, the list of criteria. So, we have worked so far pretty much to have a list of criteria now to help us identifying or creating the best pizza.

16:00

Speaker A

Do you understand that? And so on the final measure, I need you on a more of a data collection hat. I need you to put more of a scienti... Yeah, maybe a scien... Not a scientist. Not a scientist. I need you to

16:23

Speaker A

put a hat of a measurement guy. You know? I need you to put a hat of the guy that loves to understand things. Because now I need you to change, to switch your brain to the most creative person in this

16:46

Speaker A

planet. When we move to analyze phase, when we move to analyze phase, when we talk about identifying potential concepts, what do I mean by that? Identifying potential concepts. Now we start diverging different ways to meet my CTQs. This is very serious,

17:15

Speaker A

what I just said here. Now it's time to diverge and think on different ways to meet these CTQs. Okay? Do you guys understand that? So identify potential solutions. Identify potential solutions. Identify potential or potential concepts. potential concepts. That's the best word

17:50

Speaker A

to be used. And what's a concept? A concept is one step before the design. The design we call the final product, the final service, the final process. A concept is like a raw version of the product, the service, the process. Okay? Is that

18:18

Speaker A

clear? Beautiful? And how can we identify? How can we identify? So now I need you to think. It's very important to think out of the box. But how can we... What kind of techniques we can use, you know,

19:00

Speaker A

to think out of the box? What kind of techniques can we use to think out of the box? Techniques can we use to think out of the box? Guys, let me do something right now. I want to do something

19:37

Speaker A

right now. That is, I prefer that you pay attention on my screen and you take notes on pen and paper. I prefer that you spend time now just looking at my screen, okay? And I will be adding right

19:59

Speaker A

now. I will be adding the link. If you go to the test, the link to the session, the link to the template right now for you guys so you feel relaxed and you can pay attention here so project template okay

20:27

Speaker A

so you just need to pay attention on my screen I'm right now adding to all the videos all the videos okay session one I will do for session two now So you can feel relaxed.

20:55

Speaker A

You can feel happy and just pay attention on my screen. I want you to have the best experience ever.

21:18

Speaker A

Are you guys happy? I'm happy if you are having the best learning experience ever.

21:35

Speaker A

Yeah, so yes, now you can check on any. Let me show you if you go to any of the sessions including this one here if you are enjoying this session if you go on session one for example you will find here in

22:16

Speaker A

the description of the video in the description you will find the link to our template yeah and i know that the vast majority of you guys you know that but when I write down something here, it is automatically

22:44

Speaker A

updated. You guys know that, right? When I go ahead and I write down anything there, your file is immediately updated. Happy? So, what are the techniques that we can use to think out of the box generate potential concepts. So

23:24

Speaker A

I'm going to propose you three techniques. Okay. The first one is old but gold benchmark. Benchmark from zero to ten. How comfortable you are with the concept of benchmark?

23:50

Speaker A

What is a benchmark? If we are looking for a cheap, cheap and at the same time amazing vegetarian pizza the very first thing is who does Yahoo who creates this kind of pizza are you guys following me benchmark is a

24:25

Speaker A

beautiful way to say copy and paste Benchmark is pretty much copying and pasting guys, you know, using something like to inspire you. And there are many different ways, many different types of benchmark. You have internal benchmark, maybe in the same pizzeria.

24:49

Speaker A

We can learn from other types of pizza and think of the vegetarian pizza. For students, obviously we can look at our competitors.

25:00

Speaker A

We can look at our competitors and even buy pizzas from our competitor. Yeah. We can do a digital benchmark.

25:12

Speaker A

We can, sometimes we are not able to have the pizza itself, but we can do a kind of virtual benchmark. Yeah. With pizzas from other countries based on the reviews, based on the pictures. Yes. And obviously nowadays we must use AI. Okay. We must use AI

25:41

Speaker A

as part of this process as well. But I will prefer to put AI as a second artificial intelligence, as a second class, for a second type.

25:57

Speaker A

Okay. Second technique for us. And I'll be talking about that. Yeah. And the third one is run an event. Okay, a concept generation event. This is very powerful too, very powerful too. So, what do I mean by concept generation event?

26:25

Speaker A

I am talking about putting the most creative people in the same place, okay? And give them coffee, coffee, coffee.

26:41

Speaker A

you need to create an environment an atmosphere that would promote you know the first round individual ideas then the reaction the other people to the ideas that were created not by them do you guys understand that yeah let

27:33

Speaker A

me share for you guys yeah take a look here yes and then um I will try to do something here with you guys. Let me show you. You know that we have different WhatsApp groups because we got many more people than

28:06

Speaker A

we were expecting. I had to create many different communities. Okay? I'm gonna use as... Take a look in your WhatsApp group, your WhatsApp community. What's the final number that is there? What's the final number that is there?

28:28

Speaker A

Let me show here for you guys one way to create this kind of event.

28:46

Speaker A

So 14 17 11 17 16. So, please, I need your support in this task that I'll be running now.

29:09

Speaker A

Teamwork. I'll be creating here three different files, okay? Three different files. And then you will be opening up this file or maybe we can try something even better and even easier to manage. I'm going to create one single file,

29:40

Speaker A

okay? One single file. That's a Google slide, Google sheet that you can write down. And I will do Now the access must be different. Yeah, I'm gonna pick here few groups. Okay, guys, I'm gonna pick a few groups here. So this is the pizza. Let me show

30:12

Speaker A

what I'm doing. I'll show you what I'm doing. I'm creating a concept generation environment. Okay, concept generation environment. So this is the pizza, pizza. of group number 11 okay pizza from yeah group 11 group 11 group 11 okay and i will

30:41

Speaker A

do the same for group for group 15 15 i will not do for all the all the groups guys otherwise we'll get overwhelmed here okay and make a co-op, let me do for group 19 too, okay? The other groups,

31:10

Speaker A

please don't feel sad, don't feel sad, okay? And the only thing you need to do is you put the ingredients, okay? So you please write down here ingredients, you put here characteristics, okay? Ingredients and characteristics, just that, okay? and you can write

31:39

Speaker A

down anything you want and please don't delete anything, ok? Don't delete anything. It will be risky. You can write anywhere because we have way too many people. You can write anywhere. Anywhere in this Google Sheet you can go ahead and write. Wish anything.

32:07

Speaker A

And that's an important thing things on this step of the project. Now, there is no bad ideas. Do you guys understand that? There is no bad ideas. You can write down anything you want. I believe my pizza should have tomato.

32:30

Speaker A

My pizza should be squared. My pizza should be full of broccoli. You can write down anything, okay? Anything. So, Let me see. Share. Now, anyone... Let me show you. Anyone with the link. Anyone with the link. Comment. Yeah. I'm

32:53

Speaker A

going to copy this link. And I'm going to send to WhatsApp. So, people from group 11. If you are not in group 11, don't feel sad, guys. Then you will have a chance to see here in my... In

33:17

Speaker A

my... Computer, I'm gonna share the screen. Yeah. So this is concept generation. You can write anything, anything about the pizza. Think that you are creating a pizza. You are creating a pizza, okay? So let me take here. Let

33:58

Speaker A

me take here from my cell phone. Copying and group 11, group 11. So please go ahead, my people from group 11. And let's see if that works. If it works, then I will be doing for two more groups because I want to generate three

34:35

Speaker A

different concepts from an event with you guys. So see, that's the, let me know if you guys can go ahead and write down. I believe you cannot write down, right? So editor, now you guys can edit. Let me

34:59

Speaker A

know if you can write. So please go ahead and write down anything so we can see if this is working. Yeah, and guys, yeah, so I can see marinara sauce. I love marinara sauce, olive oil, mushroom. Okay, mozzarella cheese, beautiful.

35:46

Speaker A

So it is working. It is working. So let me leave here a garlic. I love garlic. I want a pizza that is cheesy.

35:58

Speaker A

Guys, now it's not voice of the customer. Now I need you to tell me characteristics of the pizza. We are designing a pizza.

36:10

Speaker A

We are designing a pizza. Okay, we are designing a pizza. And then let me do the same for group 15. Group 15.

36:34

Speaker A

Let me share here. Group 15. Yeah. And let me... No, guys, I cannot do for all groups. Otherwise, we'll have way too many concepts. You see, I want to have just five concepts for the pill matrix. Otherwise, we'll

37:28

Speaker A

get overwhelmed. You will understand that. you will understand that okay this is for 19 so 15 and 19. so let me share now in the group the groups 15 and 19 and i'll be sharing my screen with you guys so this

38:17

Speaker A

is 15. so go ahead in group 15 and take a look in your whatsapp group and i'll do the same for 19. Yeah, beautiful.

38:44

Speaker A

So, and guys, again, if you cannot access, if there is any problem here with your Google account, that's okay. Please understand, I know that everybody wants to participate, but understand the most important thing is for you to understand the concept

39:19

Speaker A

and the principles, okay? So let me show you guys. I see people putting bacon.

39:30

Speaker A

I love bacon. But I think I did something very, very bad now. I did something very bad now. When we are generating concepts, we never criticize. We never criticize. Do you guys understand that? We never criticize, never, never, never. All

39:53

Speaker A

ideas are amazing ideas at this point. Do you guys understand that? Piano-sized hits. I'm gonna share with you guys, this is funny. You guys are amazing.

40:11

Speaker A

Let me open up the 11 as well, so we can see all the three groups, yeah?

40:23

Speaker A

So that's an example of an event. Can you guys see? We have a group of people creating a pizza here. Another group of people creating... Oh my God. I hope this is not a bad word. Don't write down bad words

41:02

Speaker A

because I will chase you. Oh my God. Yeah, so... Oh, interesting, interesting. So, group number 11.

41:19

Speaker A

Mozzarella cheese, cheese, tomato, cinnamon, spinach, onion, pineapple. Oh, pineapple, I like that, with fruits, pickles. Crispy and thin. Oh my God, caramelized onion.

41:41

Speaker A

Now you are touching my heart. Soft, airy, and chilled with puffed, oh my God. Okay. Tofu!

41:58

Speaker A

You guys correct me if I'm wrong, but it would make maybe the same function of a protein. Tofu, maybe.

42:25

Speaker A

I'm sorry for my ignorance. Herbs. Garlic shrimp. Okay. And then, do you... Chimichurri. Now you are talking. Chimichurri.

42:59

Speaker A

Guys, more important than the... Let's see if I can do something here. Than the result itself. Are you guys understanding the mechanics? Type mechanics. If you understand the mechanics here. The mechanics is more important than the result itself.

43:28

Speaker A

Okay? Beautiful, beautiful, beautiful. So now, what I'll do is... I'm gonna... I'm gonna stop here so you guys can only see. Okay?

43:49

Speaker A

You guys cannot edit anymore. This is the 19th. Where are the others? This is 15. 11, 15. So now you guys can only view.

44:15

Speaker A

And by the way, thank you so very much for your participation. Make some noise in this chat. Put here some words of appreciation. Oops. Please, share here your words of appreciation for... Ah, no way. Who deleted that?

44:47

Speaker A

Why did you do that? Why did you do that? One second. I believe I know how to fix that. That's okay. That's okay. I know. I can find who did that. I will not expose you, but I can find

45:27

Speaker A

you. I can find you. So... All versions. All versions. Let me see. Yeah. So far, team number...

46:03

Speaker A

No, apparently... Apparently, yeah, and that's okay guys. It's part every time that we are dealing with a large audience, we can have these kind of things. Maybe it was an accident, maybe it was a bad person that just went ahead and deleted everything. We cannot

46:26

Speaker A

control this exactly. But as as long as we have two groups it's okay two groups it's okay yeah i'm gonna show you the most important thing is for you to understand the things yes and again if it was a mistake no problem

46:43

Speaker A

at all we are here at this point to make mistakes and if you did this because you are a bad person I just feel sorry about you. I just feel sorry about you. If you did this on purpose, just to

47:00

Speaker A

delete everything, I just feel sorry, you know? And it's interesting because you may feel happy because you deleted everything, yeah? But this kind of happiness that you are feeling, believe me, is quickly translated into bad behaviors for yourself and bad feelings for yourself. Believe me, it's not the best

47:24

Speaker A

approach, you know, to live. It's not, it is not. It's not funny, it's not, it's sad, it's just sad, yeah? But I believe it was an accident. It was an accident. remove all from that group. No, we have two. We

47:47

Speaker A

have two. We have two and that's okay. That's okay. That's okay. It's more than enough.

47:59

Speaker A

And thank you everybody from team. I know the history, I believe, file. Yeah, maybe it was on purpose because the history was deleted.

48:17

Speaker A

the history was deleted. So probably, yeah, probably it was just someone, it's minority, it's just someone that is not in the same vibe that we are. Just that. And the person is here. The person is here, yeah. We will always be among good and bad people.

48:39

Speaker A

And we must be robust, protected, And the best way to be robust and protected is to keep vibing in the same frequency. Okay? So that's why for this person, we don't care. We don't care that you deleted. We

49:02

Speaker A

don't care. Yeah, we don't care. We have more data. We have more people. Yeah, and we have music.

49:14

Speaker A

for you that deleted everything. You know what I have for you? I have my love. I have my love for you and my samba and my music. Come on everybody! Sai da minha frente que eu quero passar ♪

50:19

Speaker A

Every time that's something goes not exactly in the direction you want it especially when someone did something bad on purpose remember this song because we must always see the light If you can see the light, type here for me,

53:03

Speaker A

I see the light. And then what I'll be doing now is I'm gonna take, because see we have many, many different ideas, many different ideas. I'm gonna take a snapshot of this, yeah? A snapshot of this, and you can ask

54:11

Speaker A

AI, you can ask AI to summarize, summarize this vegetarian pizza in a few words, give a name, create a cartoon image of the pizza. Okay? So every time that you need to summarize, to fine tune, to compile, to group to deduplicate ai works

55:04

Speaker A

very well okay you see the light wow wow wow wow wow so the name is mediterranean garden pizza a vibrant pizza vegetarian pizza with fresh greens roasted vegetables multiple cheese and a touch of truffle finished with a light parmesan topping. So, let me copy this one. And

55:44

Speaker A

we have our first concept. Okay, we have our first concept. Duplicate this slide. And it came from an event that we just ran. So, this is concept number one.

56:04

Speaker A

the Mediterranean garden pizza. Now I'm gonna take from... oh my god. Yeah, so now it's time to take from 19 and then please do the same for this data.

56:30

Speaker A

Yeah, so let's see what we get. And then while AI is generating for us the concept number two, I want to have at least two more Two more concepts, that is, one from benchmark. So we would search, research and find, you know, let's say, maybe

57:08

Speaker A

we can use as a reference the best vegetarian pizza in the planet. Yeah, the best vegetarian pizza in the planet. So while AI is processing the image, let me see if I have more questions here.

57:42

Speaker A

Oh, Garden Passion Pizza. Oh, I like that. Garden Passion Pizza. A vibrant vegetarian pizza made with fresh vegetables, gourmet cheese, aromatic herbs, and a touch of truffle created with love and... Okay, so this is concept number two. This is concept

58:16

Speaker A

number two. Oh, no, no, no, no, no, no, no, no, no, no. So we have concept number one and we have concept number two. Yeah. Concept number one and concept number two. Yeah. These guys concept number one, concept number two.

58:54

Speaker A

Then I want to have concept number three. No, this one is number three from benchmark and another one from AI. Yeah. So concept number three, we can use AI or even Google, you know, for example, what is the

59:35

Speaker A

best vegetarian pizza in the world. There is no single global winner but pizza Ortolana, Italy. Prego, prego, buongiorno, buongiorno. Topped with roasted eggplant, zucchini and peppers.

60:24

Speaker A

So that's our concept number three. Margarita is a classic one. Yeah, it's a classic one. Interesting. Interesting.

60:41

Speaker A

Ortolana. Ortolana. Okay. Let's see if we can get pizza ortolana. I'm going to ask ChatGPT to create.

60:58

Speaker A

Create an image in the same style. for the famous pizza or Ortolana, is that right? Ortolana, please.

61:14

Speaker A

Are you guys understanding the flow? Are you guys understanding the flow? And if you have any other technique that you know to generate potential concepts, you can generate as many concepts as you want and you can iterate. Yeah? You can go ahead

61:51

Speaker A

and fine-tune one concept and generate another one. Okay? I hope you understand that very unlikely we will reach here the best vegetarian pizza for students. But I hope you understand the mechanics. Yeah? Ortolana. Ortolana pizza. A classic Italian vegetarian pizza with roasted vegetables,

62:20

Speaker A

fresh greens, melting mozzarella and aromatic herbs. A perfect balance of color, flavor and freshness. Interesting. Very interesting. Very interesting. Okay, so let's go ahead and copy this to... This is our concept number three.

62:48

Speaker A

Ortolana pizza. portolana pizza and then my recommendation is my recommendation is go ahead and create your best version of a vegetarian pizza for students that don't have a lot of money okay the name of the pizza must Flamengo pizza. You need to find out

63:47

Speaker A

now what is Flamengo. You need to find out now what is Flamengo. If you find out what is Flamengo, you will discover a way to make your professor happy. Marcelo, why can't I simply look at the list of CTQs and

64:21

Speaker A

ask AI to generate a pizza. Don't do that. Please don't do that. Don't do that because then you are fully outsourcing the concept generation to AI and AI makes mistake. I want to listen to AI. I want the support, the help from AI,

64:45

Speaker A

but I want the experts with me. Do you guys understand that? We need people. We need people. Flamengo is my It's the soccer team that I support in Brazil. Flamengo. Yeah?

65:07

Speaker A

So let's see what AI has generated. Flamengo pizza. Simple ingredients, big flavor, perfect for students. Delicious, affordable, nutritious. Vegetarian student approved. Red bell peppers, red onions. Oh, I'm sorry, guys. Oregano. Oregano. Oregano.

65:44

Speaker A

Cherry tomatoes. I love it. Mushrooms. Fresh spinach. And mozzarella. I hope you guys are not hungry. Flamengo pizza. Flamengo pizza. Okay. From 0 to 10, how much are we on the same page that at this point we should generate as

66:23

Speaker A

many concepts as possible? And we have four concepts. How much are we on the same page? From 0 to 10. Now we have the heart. of any DFSS project. By far the most important in any Design for Six

67:07

Speaker A

Sigma project is the prioritization of potential concepts. Prioritize potential concepts. So this is by far the most important moment in my life.

67:40

Speaker A

our BFSS project, the Peel Matrix. And Peel is the name of the guy that created this tool.

67:57

Speaker A

Okay. And again, it's simple but powerful. Simple but powerful. I'm going to open up the file that we used yesterday. Okay, so come here with me. Let me show you what I'm doing. This is the file we worked yesterday.

68:35

Speaker A

and I'm gonna duplicate QFD and I'm gonna call this a pill matrix okay and I'm gonna delete this and now I'm gonna place all the four concepts all the four concepts let's do this together so concept number one concept one

69:47

Speaker A

concept concept three and concept four. So concept number one is the famous Mediterranean garden.

70:12

Speaker A

So let's see if we can. Mediterranean garden. This is concept number one. Are you guys following me?

70:41

Speaker A

Very simple, very simple. No rocket science. Very simple. The output of one Tool is the input of the other tool. This is beautiful or what?

71:11

Speaker A

Type here for me, tears, if you get emotional to see that everything is connected. Type beautiful if you get emotional. Marcelo, this is beautiful. I just love methodology. I don't know if you guys like methodology, but I just love methodology because this is

71:34

Speaker A

the opposite of guessing. This is professional. This is organized. This is easier. This is easier than just guessing. Stop guessing. Type here for me. Stop guessing. Stop guessing. This is the opposite of your boss coming after a weekend and saying: "I

71:57

Speaker A

had an idea, Eureka! I had an idea!" No boss! No boss! Don't do that! Don't do that!

72:08

Speaker A

You had an idea again! Let's use a method, robust, science, professional. Let's listen to the voice of the business, voice of the customer. I had an idea.

72:31

Speaker A

Oh no, my boss, again. Joking. Sometimes it's a joke that translates reality. Ah boss, method, science, science, data, fact, even qualitative data, you know. It's organized, it's questionable, you can... It's easier to question, to argue, to debate, you

73:17

Speaker A

know. Concept number three. Hortolana. Hortolana. Hortolana. And the last one is... The last one is the Flamengo pizza. The Flamengo pizza. And now, what we will be doing is Flamengo? Copy Flamengo? Come on, come on. Just because it's Flamengo? Just

74:20

Speaker A

because it's Flamengo? Don't do that to Marcelinho. Just because of Flamengo? Flamengo? Oh, yeah. Flamengo.

74:43

Speaker A

Okay? So, what we'll do is, we'll just put the first concept, the first concept, we will have zeros, just zeros. Okay, you will understand why I'm doing this. This is the famous pill matrix. Famous pill matrix. I'll put

75:24

Speaker A

zeros. Okay, so what is this? What is this? 0, 0, 0, 0, 0, 0. And here I'll have some product. You know where I'm going. You know where I'm going. I know you know. I know you know. Yeah? And then now

75:58

Speaker A

what I need to do is showing to my customers. I need to show these four pizzas or at least the prototype. I must have at least a prototype, at least a pilot, at least a first version, you know,

76:41

Speaker A

an MVP, minimum viable product. for each of these concepts and I need to show to my customer or to my customers, the most important customers and ask them in terms of quality score, 1 to 10. Yeah. Is garden

77:13

Speaker A

passion better, same or worse than Mediterranean garden? Do you guys understand what I'm doing here? And I can explain again if you did not understand. So, for example, if I consider if my customers consider that garden passion is better than concept one in terms of

77:41

Speaker A

quality score, I will put a one. If I understand that Ortolana is Better, I will put one in comparison, always in comparison to concept one.

77:58

Speaker A

Do you guys understand that? I am always comparing concept two versus concept one, concept three versus concept one. Okay, let me put here concept one now is our baseline. Baseline, it's our reference, okay?

78:21

Speaker A

And let's suppose Flamengo pizza my customers didn't like. My customers didn't like. So they said it's Marcelo concept for Flamengo pizza is worse than Mediterranean garden. Guys, I'm going to stop here and I want to take questions because this is very important. Peel matrix is very important. Very important. There

78:44

Speaker A

is a reason why this is the most important tool in our journey. yes always to concept one beautiful the ctqs and the percentage they are weights beautiful you got it they are weights it's not exactly voc it's a

79:07

Speaker A

it's ctq yeah but now it's uh you are asking your customers your their their opinion you know it's a qualitative tool so it's it's a not we have numbers but it's open it's here it's a it's a data set of opinions, so

79:35

Speaker A

it's qualitative. What if the baseline is the negative one? No problem. In fact, you can pick anyone as the baseline. You can pick anyone as the baseline and then you put zero to everything in the baseline. No, you

79:57

Speaker A

don't need to compare two against three. You don't need to do that. Just against one. Who are answering the most important customers? If you have an amazing design department, You can do a first version of PioMatrix at Delphi. We

80:20

Speaker A

used to do the first PioMatrix internally. I had a chance to work many years applying design for Six Sigma in automotive sector and also in market research. My experience with design for Six Sigma is very strong in automotive sector and also market

80:43

Speaker A

research. And for both industries, The first version, more for automotive, more for automotive. The first version was internally, internally to get the feedback from customers. Do we do it in the form of a questionnaire? No. Wait question. No. You need

81:06

Speaker A

to run. I have a close friend that owns, I don't know if there is anyone from Itajubá here, anyone from my city here. The name of the place is Oiki.

81:24

Speaker A

Let me show, because this is a real example and fresh one. This is one of my favorite places on earth. It's a bistro, Oiki. Oiki, it's amazing. If you are from Brazil and you come to Itajubá, you need to meet me. If you come to Itajubá,

81:46

Speaker A

let me know. And if you want to have the best, probably no. It is the best experience in the city in terms of atmosphere, in terms of food, drinks and everything. So, they have this sandwich. Let's see if I find

82:09

Speaker A

the picture of one of them. Ah, that's the one. Ai, ai, ai. I hope you are not very much hungry. Ai, ai, ai.

82:26

Speaker A

That's the sandwich. Take a look here. They call... Yes, cheese. It's three types of cheese and they have these. Yeah, so these sandwiches, they are creating new sandwiches. And today is Wednesday. On Friday... Friday night, I'll be there. She wants me and my wife to test, to

83:00

Speaker A

test, because we go there in a very, let's say, a very high frequency in this place. And then she wants us to evaluate.

83:11

Speaker A

So it's pretty much, I don't know if she's running a proper PIL matrix. I don't think so. But she's collecting data from qualitative data from customers. Yeah.

83:30

Speaker A

Beautiful, but did you guys understand the mechanics? Yes? And this number, what is this number here? Don't worry about this number, but it's pretty much this one multiplied by 16%. If we increase the number of decimal places here, you will see. Yeah, so

83:58

Speaker A

it's pretty much this times this. Yeah, are we good so far? Good so far? So far so good?

84:16

Speaker A

Then I need to evaluate is pizza delicious? Is whoa, whoa, that did we have this reaction? Wow, this is amazing. And then let's suppose let's suppose only Ortolana brought this sensation. Only Ortolana brought this sensation. And Mediterranean, no garden passion. No, only Ortolana.

84:44

Speaker A

And Flamengo, no. and Flamengo, no. Yeah? Fresh vegetables. What if we have fresh vegetables here and also here and also here and also here? What if we have fresh vegetables in all pizzas? How should I score? Then I should score as equal, equal to baseline. Yeah? So

85:14

Speaker A

plus one is better, minus one is worse. Yeah? Greasy pizza. This pizza is not greasy at all. This is not. And this is not.

85:31

Speaker A

Okay, so let's suppose. Crispy outside and soft inside. Let's suppose they are the same. They are the same or Flamengo is a little bit better. Pizza price. This is cheaper. This is cheaper than the baseline. This is more

86:00

Speaker A

expensive. Mmm. Interesting, interesting. And this is more expensive too, let's suppose. Okay? Yeah, this 1 to 10, guys, the 1 to 10, remember, is the KPI that we have created.

86:22

Speaker A

Because you can have basically... Continuous data like price is continuous data, pizza size in inches is continuous data, pizza waiting time is continuous. You can have discrete data and discrete data you have binary, you have ordinal and you have nominal. Nominal

86:51

Speaker A

like Mediterranean garden, garden passion or tulana. binary is yes or not, good or bad, for example, and ordinal is 1 to 10. 1 to 10 is still discrete data. Yeah? But for the PIL matrix, it's 0, 1, and minus 1. Sometimes we use minus 3 to plus

87:18

Speaker A

3, you know? So when the price is much, much higher, then we could put a -3, yeah? But then it's harder to score because then you have -3, -2, -1, 0, +1, +2, +3. So let's keep it simple since you guys are green

87:41

Speaker A

belts. For the black belts, then we explain this in a more sophisticated way, okay?

87:53

Speaker A

Customizable pizza. The only pizza that is customizable, let's suppose, is the Ortolana one. So I'll put a one here. Exciting topics. Definitely Ortolana.

88:11

Speaker A

Yeah. Pizza size. They are the same. They are the same. Pizza waiting time. Pizza waiting time. Let's suppose Ortolana is faster. Ortolana is faster. And Flamengo is also faster in comparison to concept number one. Again, guys, again, again, the most important

88:39

Speaker A

thing for me here is that you understand the mechanics. Yeah? So type mechanics if you understood the mechanics. I didn't catch the first part. I just got home from work. So in this case, yeah, since you missed a lot,

89:07

Speaker A

yeah, then I strongly recommend you catching up offline, okay? So I'm gonna take this one here. I'm gonna take this one here. And by the way, yeah, no, let me just take this one here.

89:43

Speaker A

And then once again, the 0.25, the 0.39, the minus 0. 0.12, they don't have a proper meaning, you know, the number itself, but we want to use this to rank the concepts. And what would be, how did I find 0.39? 1

90:11

Speaker A

times 16% plus 1 times 15% plus 0 times 14% plus 0 times 12% plus 0 times 11% plus minus 1 times 9%, yeah?

90:35

Speaker A

And until the end. So what's the winning concept? The winning concept, the winning concept, identify, identify winning concept. Concept. Okay. You guys tell me what's the winning concept. Concept number one, two, three or four. What's the best concept so far?

91:24

Speaker A

What is the best concept so far? Amazing. Amazing. So let me highlight the winning concept.

91:44

Speaker A

Let me highlight the winning concept. What should we do now? What should we do now?

92:05

Speaker A

So the conclusion is, the conclusion is, Let's go ahead and offer the Ortolana pizza. That's it. No, no, no, it is not. It is not. Because then we could simply, you know, search online and find the best vegetarian pizza in the world. That's it. No, no, no.

92:39

Speaker A

The beauty of Peel Matrix used with the right CTQs. Because remember, it was expensive for us. to get this. This is the CTQs. This is the proper voice of our customers. Do you guys understand? Type gold if you understand

93:02

Speaker A

that this is gold. Type gold if you understand that this is gold. Type gold. This is gold. This is gold. This is gold. This is extremely rich. This is BI. This is business intelligence. And again, here I am simplifying everything. But

93:25

Speaker A

imagine that you run this with, you know, the full, full, full, full capability, full rigor. Here, my main objective is to touch your heart. Remember that. So I'm simplifying a lot of things. But think of you using this

93:47

Speaker A

with full rigor. So now we are starting. We are still on analyze phase. But we are starting design to design, to have our final design. Because we will be questioning zeros minus ones. Again, I need you to tell me if you

94:15

Speaker A

understood that. We will take the winning concept and we will question, we will challenge, challenge the zeros and the minus ones. What do I mean by that? What do I mean by that? I want to question this zero here.

94:42

Speaker A

I want to challenge. Is it possible to have even fresher vegetables? I know that my pizza is not greasy in comparison to Mediterranean garden, but can I make this pizza absolutely not greasy at all?

95:04

Speaker A

Crisp outside and soft inside. Can I make it crispier? And even more soft inside. Are you guys understanding me? Here we have an issue. Because it's the most expensive pizza. How can we make this pizza cheaper? And what about the size? The size is about

95:32

Speaker A

the same. Can we make this pizza bigger? Wow. Bigger? Cheaper? Not greasy at all? Crispier? Do you guys understand?

95:44

Speaker A

Now we are... we are moving again to what we call, because we are always diverging and converging in life. Always diverging and converging. Yeah? Diverge means, let me see all the alternatives, all the alternatives, all the different alternatives. Converging. Now that I

96:12

Speaker A

have the best alternatives, let me, let me deep dive on these alternatives. I've diverged and converged. Diverging, converging. I don't know if you agree. I don't know if you agree, maybe you will find Marcelinho too emotional, but this is professional. This

96:35

Speaker A

is professional. We are not guessing. We talk about the customer segment, voice of the business, voice of the customer. Then we find the best segment. Then we collect the voice of the customer, not the voice of my mind, not the voice of my

96:51

Speaker A

boss mind. Then I classify using Canon model so I know the most important voices. Then I go ahead and I rank within each class. Based on the VOC, I translate into measurable things and based on the measurable version of the voice of the customer properly ranked, I go ahead and

97:13

Speaker A

I generate different ideas. to meet my CTQs and after I have my best idea, my best concept, I want to go ahead and explore and challenge the best concept to find the best of the best. Isn't it beautiful?

97:42

Speaker A

Guys, I had a chance to run projects in more than 50 countries. I had a chance to have my financial independence in 2017 before teaching. Before teaching. I had a chance to... This is the Brazilian Academy for Quality. Brazilian Academy for Quality. They

98:09

Speaker A

give this medal, Mário Silagui medal, once a year for one person. Yeah, and I don't know if you guys will be able to see, probably not. The Brazilian Academy for Quality. In 2022, your professor, I'm sorry, they give one for academic work

98:37

Speaker A

and another one for, let's say, practical work. Yeah, so I got the one in the practical department.

98:49

Speaker A

practical impact, yeah, because of my contribution in Six Sigma and Lean Six Sigma. This is the highest honor in terms of quality from the Brazilian Academy for Quality. And why am I saying this? Because of the application of these methods. Lean Six

99:11

Speaker A

Sigma and Design for Six Sigma. Everything that happened and is happening in my life is because of these.

99:22

Speaker A

So sometimes it sounds too emotional, too Latino, but I speak with emotion about this because it has changed my life. Because you have more, you increase the chances to be valuable, to be relevant. And I have to tell

99:46

Speaker A

you, I am a normal person, an ordinary person. I don't have superpower. I don't have superpower. I have dyslexia level 2. Probably you guys saw me when I am typing. I misplace the letters. I struggle to read. That's why I am so visual.

100:03

Speaker A

I create images. I struggle to learn. I am not a fast learner. I am not a fast learner. I am just an ordinary person with difficulties.

100:15

Speaker A

write down things, to understand things, but I don't give up. I don't give up. I don't give up on things that I believe, on things that I believe. And method was pivotal to me, was vital to me, because a method, a good

100:38

Speaker A

method can make an ordinary person have results of a genius. This is a result of a genius. I am not a genius.

100:55

Speaker A

I am not a genius at all. I am not. I am not. This is, first of all, because of God, and second, because of a method. Method. Method. Method. It's a sequence of steps. It's a sequence of steps.

101:32

Speaker A

and you can get the same results. In fact, I do have students with results that are better than my results already. That's my legacy. Yeah. And so what I have for you now, and by the way, if you are enjoying this, please go

101:59

Speaker A

ahead and subscribe to my channel. you need to subscribe to my YouTube channel come on subscribe to my YouTube channel and if you are a LinkedIn user I would be honored honored to have you as a LinkedIn follower

102:26

Speaker A

okay LinkedIn YouTube are my most important social media I do use Instagram and Facebook to invite you guys, but my most important social media are no doubt LinkedIn and YouTube. Okay, guys, how can we do that? How can we do

102:59

Speaker A

that? How can we do that? And here we should And by the way, we call this super concept or hybrid concept. When we take the winning concept and we make it even better, you know. So we should go ahead

103:28

Speaker A

and open up the pill matrix again and create a concept number five. Let's see if we can create a concept number five that is our super concept. Do you understand that? It's our super concept. Yeah.

103:51

Speaker A

Here I will do this 100% with AI. But remember that in your real project, in your real project, you should do this with the experts and also AI. Okay. And also AI. But what I'll be doing right now is just to go ahead,

104:19

Speaker A

take a snapshot of this. and ask AI to create a super concept. Did you guys see the TNP? The super concept taking the concept number three and improving it, improving it in all scores, zero and minus one. Give

105:09

Speaker A

a different name to the the final super concept pizza and generate an image. The way you present things is so detailed, even the smallest adjustments make everything easier to understand. It reflects how something you once struggled with has now

105:52

Speaker A

become one of your strengths. You should not do this because we are Latinos, we are emotional.

106:03

Speaker A

Yeah, I can easily cry here in front of you guys, easily. Thank you, thank you so very much. Thank you so very much.

106:15

Speaker A

I even pinned your message. Thank you, thank you. Thank you so very much. Your words mean a lot. Thank you, thank you guys.

106:27

Speaker A

Whoa, so now we have the campus harvest pizza. Now you are talking. A delicious, affordable, vegetarian pizza made for students, packed with fresh ingredients, exciting flavors, and great value. It's delicious, fresh vegetables, not greasy, crispy outside and soft inside, affordable, customizable,

106:56

Speaker A

Exciting topics, nice size, fast service. Campus Harvest Pizza, that's amazing. I love that. So, let me place this one here.

107:28

Speaker A

Let me place this one here. And we may assume that this is the best pizza, okay? So, this is the super concept and it's number five.

108:12

Speaker A

Once again, type mechanics, if you understood the mechanics. And then very likely, very likely, we will have like a series of ones. So that would be the, let's say, the perfect concept. And even if you understand that, Marcelo, we should

108:45

Speaker A

change We should change one more thing in the pizza. Marcelo, I believe that we could do this differently. I hope you understood the way of working. So, the way of working is the most important thing for me now in terms

109:08

Speaker A

of my learning strategy, okay? In terms of my strategy to explain to you the beautiful pill matrix.

109:20

Speaker A

The beautiful pill matrix. The beautiful pill matrix. The winning concept is the campus harvest pizza. I love that. Campus harvest pizza. Yeah. So once again, my dear friends, I did not place campus harvest pizza because I had an idea during the weekend. No, no, no. We defined the niche

110:12

Speaker A

that we want to work, our target audience. Then we understood the characteristics of these audience. Then we went ahead and we collected the voice of these customers. Then we classified these voices, we prioritized these voices, we translated these

110:30

Speaker A

voices into measurable things, then we started creating different ways to meet this voice, we found the best concept, the best pizza, and we improved, we improved the best pizza. So when I say to my customer, to my boss, that we

110:53

Speaker A

should invest in campus harvest, that this is our idea, it came from science. It came from science. And then now, obviously, we need to invest. detailed design. Now I need to understand exactly what kind of tomato, what kind of mushroom, how

111:15

Speaker A

we will... Now it's time to talk about the process to support the product. That's our mission tomorrow. And by the way, tomorrow we'll have the best of the best of the best of the best. The best of the best of the best of the best. So tomorrow I will be

111:39

Speaker A

finishing training content. So tomorrow we have design and verify or validate if you prefer. So once again, tomorrow I'll be covering design, identifying critical factors. So what are the critical factors to make the best campus harvest pizza? Yeah.

112:02

Speaker A

I need to model the process, I need to fully understand how the CTQs behave according to the access and I need to optimize my process. Then I need to run a final verification test, let's say a final evaluation, evaluate risk, Let's check if we have designed

112:25

Speaker A

for Six Sigma and let's create a standard operating procedure so we can hand it over to the process owner or to the customer or to the person that hired us. And then we'll be finished with training content.

112:43

Speaker A

And tomorrow at the end of this session, I will be explaining the mechanism to take the test, the certification test. Okay? The certification test. So, tomorrow is a very important session. Very important session. We finish the presentation of the content. I explain you about the test.

113:07

Speaker A

And then, what do we have on Monday? What do we have on Monday? On Monday, we have basically three things. On Monday, I'll be reviewing the content. I will be reviewing the content based on the test results. On Monday we will be celebrating

113:30

Speaker A

your Green Belt certification and on Monday I will be talking about the Black Belt certification. I know that many of you want to become a Black Belt in design for Six Sigma. How cool is that? If you want

113:52

Speaker A

a DFSS BB type here I want BFSS BB. That is obviously the highest level. Yes, for Design for Six Sigma, we have basically these two levels. It's green and black. We don't have a master black belt in Design for Six Sigma. We don't have

114:15

Speaker A

yellow in Design for Six Sigma. We don't have white in Design for Six Sigma. Design for Six Sigma is focused on the creation of new things. Yeah. And we have basically green and black, green and black. So if you want

114:38

Speaker A

to become a certified black belt in Design for Six Sigma, you must on Monday, next Monday. OK, so tomorrow we finish content during the weekend. You'll be taking the certification test. And on Monday, we will be reviewing, wrapping

115:01

Speaker A

up everything, celebrating your certification and opening up the registration for the Black Belt in Design for Succeeding. Okay, guys, it's hard to write down in words. how amazing it is to be with this number of people. It's impossible to run an event like

115:24

Speaker A

this just by myself. So thank you, Carlos. I always say thank you, Carlos Nunes, Alexandre Fonseca, Maria Alice Barbosa, Arthur Barbosa, Lara Fernandes that is here with me, Sifuna Vindra, my assistant professors, and obviously thank you all Thank

115:46

Speaker A

you guys, thank you all for everything for everything ok? Let me proper tune, give me a chance to proper tune this guitar and offer you a final song before we end this session.

117:20

Speaker A

I will try to make one of my favorite composers from England. do I hope you can feel it.

122:15

Speaker A

Stay blessed, stay safe. See you tomorrow in this very same place at this very same time.

123:57

Speaker A

Thank you for giving me the chance to be your educator. We are just getting started. Okay? We are just getting started. Amazing things are about to happen in the lives of you guys for sure. Stay blessed. Bye-bye, guys.

Topics: DMEDEV Design for Six Sigma Kano model voice of the customer pairwise comparison CTQ concept generation pizza case study Six Sigma process improvement

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