New IT Innovation Development (N.IT.I.D) method Step 4: Evaluate Solutions (Tripadvisor Case Study)

NITID-Evaluate_Solutions

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After brainstorming new idea and organize them, the next step of the N.IT.I.D. method is to evaluate the solution proposed for the TripAdvsor case study.

The KJ method in the Step 3 (Organize), it has been possible to organize the un-structured brainstormed ideas in a structure way. The next phase is to connect all the ideas grouped with KJ method with the key performances needed in order to satisfy new functionalities.

In order to evaluate the solutions, all the key performances must be measurable. For example, the “facilitate the process” BigData initiation needs a new WEB interface to develop in order to create a list of pending reviews. In this case, some key measurable parameters for the interface should be the delay and inconsistency between the pending reviews shown and the incoming new receipts.

In the Table below are shown all the BigData ideas, IT infrastructures required and the KEY parameters that should be considered respectively as:

  • new needs
  • requirements
  • and Key Performance Indicators (KPIs)

BigData_Initiative - needs, requirements and KPIs

By putting needs into rows and the list of KPIs listed in the Table into columns, it is possible to create the QFD (Quality Function Development) matrix (see Figure below).

BigData Initiative QFD Matrix

In this example it has been assigned a score for each KPI with values X (no relations), 3 (weak relation) or 9 (strong relation) and an importance rating (e.g. from 0 to 9) for each new need accordingly to the priorities and objectives of the company.

For example, the importance rating should be assessed by considering factors such as the customer value curve, opportunity to innovate for getting a competitive advantage or risks (e.g.: disruptive innovations from competitors). Finally, the QFD score for each KPI is given by the sum of the scores intercepted by weighting (multiplying) them accordingly to the importance rating.

The aim of the QFD matrix is to link in a structured way the ideas (needs) with the key performances. Moreover, by assigning a score for each KPIs that measure its importance in order to satisfy the need it is possible to obtain an indicator of relevance for each key performance.

In the example, KPI inconsistencies (fake reviews and Negative SEO) is the most relevant KPI to consider since got the highest score (117).

Meanwhile, according to the importance rating, the most relevant ideas are Engage Customers and Facilitate the Process.

However, are they the ones that should be really implemented by TripAdvisor?

To be continued…

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