Time is Money Project - Web Site Improvement 10. 18. 2002 S. Murata
FY 02 Customer Diagram of Intra Direct Project Company/Plant Mobile Network Company Department/Title MNC経営企画部門 イントラダイレクト 事業室 室長 Name 安部 秀 Reduce man-hours through Web-based Sony product purchase method Plan business models that reflect internal users' needs Reform the supply & demand chain system with the focus on the promotion of the e work style within the Sony bloc, promote the proposed e office initiatives, and attain the sales targets Achieve sales & profit increases in the in-house Web business and inventory control by attaining the intra direct sales target, and plan business models by promoting PC standardization in the Sony bloc Improve work efficiency through PC standardization and reduce the D cost by establishing a standardized purchasing method through the use of the intra direct platform Promote the centralization of business functions and operation standardization by transferring the intra direct platform to other categories of work <2> Items you provide to <1> as outputs Internal users MNC経営企画部門 三好部門長 MNC EMK&S部門 鈴木部門長 President of each NC President of each company Affiliated companies (EMCS, Semiconductor Kyushu, etc. ) Business planning divisions, IS divisions (NACS), etc. <1> Recipients of your outputs (end users, suppliers, superiors, subsequent processes, etc. )
FY 02 Define Diagram of Intra Direct Project 2. Commitment to Your Process Position: イントラダイレクト事業室 Name: 安部 秀 Commitment (in plain language understandable to the customer) Boost collaboration with other departments and promote projects with the focus on meeting the sales target so as to achieve operation reform and e work style promotion and implement the goals. 1. Customer and VOC Customer 社内ユーザー 、三好部門長、鈴木部門長、各ﾌﾟﾚｼﾞﾃﾞﾝﾄ, ソニー関連会社 （ＥＭＣＳ、セミコン九州ほか）、各経営企画部門、ＩＳ部門ほか - Customer's Voice (Expressed Routinely) - Promote the work style within the Sony bloc and enlighten employees by presenting e office proposals. - Collaborate with EMCS to transfer the ship-slip-less system to other categories and reduce the D cost. - Promote and implement PC standardization in the Sony bloc by working with NACS. - Offer e business courses for human resource development and training. - Basic Requirements (As Reasonable Demands…) - Serve as a guinea pig for the new marketing methodology through Web-based intra-company direct sale. - Be responsible for the sales target and promote the elimination of conventional inventory. - Attractive Requirements (May Actually Translate Into…) - Intra direct deployment from a global perspective (US, Europe, general regions) - Platform - e office proposals - Marketing function trial at EMCS Sales target (FY 02) 3. 6 billion yen Inventory target 60 million yen (3 days) VOC Address new challenges with the focus on the promotion of the e work style through intra net sale, promote the S&DCM reform in the Sony bloc, and boost profitability on a companywide basis by adopting an internal-only model implemented through PC standardization.
CTQ List Dept: イントラダイレクト事業室 Name: 安部 秀 CTQ <What/When/To What Extent> CTQ (Primary) <1> Sales target Promote business function centralization - Promote the transfer of the intra direct platform to other categories (1 H) - CLIE (May) - Display (August) and others * See the roadmap on an attached sheet. FY 02 Intra Direct Project Budget 3. 6 billion yen (1) VAIO notebook PC (2) VAIO desktop PC (3) Other category CTQ (Secondary) Budget 1. 9 billion yen Budget 1. 4 billion yen Budget 300 million yen <2> Establish a collaboration system for project promotion - Business function centralization project - Collaboration with EMCS Establishment of a platform by the end of FY 02 - PC replacement project - Collaboration with NACS, SCK, and EMCS VAIO market share at the end of FY 02: XX% Promote e office proposals (1 H) UVW caravan (May) * See the roadmap on an attached sheet. Replace PCs in the Sony bloc <1> Deploy PCs standardized for internal use and establish a customized service system (1 H) - SNC (May and after) - Sony Semiconductor Kyushu (June and after) - Sony EMCS (July and after) <2> Business model (S model) (1 H) - Desktop (Phase 3: May and after) - Notebook PC (Phase 1: Start planning) * See the roadmap on an attached sheet. Expand intra-company direct business and net business Web site improvement (content improvement, etc. ) 1 st half Reduction in man-hours
FY 02 Business CE Diagram of Intra Direct Project Dept: イントラダイレクト事業室 Name: 安部 秀 Expand intra-company direct business and net business Promote the use of internalonly VAIO models (notebook/desktop) Reenergize intra direct core business Bolster promotion Intra PL management Strengthen the customer interface front Expand Sony bloc retention business Link with Daily Closing Improve the platform Promote standardization of operation processes Promote transfer to other categories Strengthen collaboration with accounting and corporate planning depts. Promote D cost reduction through the ship-slipless system Promote business function centralization Strengthen collaboration with the general affairs dept. Promote the scrapping system Strengthen intra-company B 2 B service support Promote digitization of bills VOC Promote the UVW caravan Establish a kitting service Boost real & cyber promotion activities Promote collaboration with EMCS 三好BM、鈴木部門長 Each president Address new challenges with the Promote employee enlightenment focus on the promotion of the e Promote collaboration with SCK & EMCS Boost demo & workshop activities work style through intra net sale, promote the S&DCM reform in the Sony bloc, Strengthen intra-company B 2 B service support Strengthen collaboration with related departments and boost profitability on a company-wide Enhance the internal call center basis by adopting an internal-only model Strengthen collaboration with IS implemented through PC standardization. Web improvement (content improvement, etc. ) Sales (FY 01) 3. 05 billion yen Inventory 56 million yen (3. 5 days) Promote e office proposals Promote the Sony bloc PC standardization project (* Promote collaboration with NACS) Reorganize operations (LT: 48 H) Present Customer Boost lease/rental services (collaborate with SFI) Promote collaboration with affiliated companies Promote the next-generation S model plan (notebook/desktop) Boost lease/rental services (collaborate with SFI) Promote the joint project with the MNC personnel dept. Collaborate with EMCS Nagoya office Promote the e career plan Support EMCS in utilizing human resources Support inter. EMCS Promote joint projects Collaboration with SCK Hold workshops attended by experts Promote concurrent information sharing Improve operations and infrastructure Standardize and document operations Promote the manufacturing/sales-less system Promote operation reform by having all employees participate in Six Sigma Develop next-generation leaders Offer e business courses Commitment Collaboration with EMCS Reform the internal organization for intra direct activity Boost collaboration with other departments and promote projects with the focus on meeting the sales target so as to achieve operation reform and e work style promotion and implement the goals. Sales target (FY 02) 3. 6 billion yen Inventory target 60 million yen (3 days)
![Break Down CTQ D-Phase [Clarify items to improve and define CTQ] Hold brainstorming to](https://present5.com/presentation/ff6f51e06793d7af2bc10b2835162f85/image-6.jpg "Break Down CTQ D-Phase [Clarify items to improve and define CTQ] Hold brainstorming to")
Break Down CTQ D-Phase [Clarify items to improve and define CTQ] Hold brainstorming to grasp the current problems in improving the Web site (reducing man-hours) Focus on models you want to sell Review the FAQ section to reduce inquiries Make the shipment due date stand out Make 200, 000 -yen-orless models stand out Man-hours needed for inquiries Cause Offer different top pages for Sony and affiliated companies Make the order status stand out Correlation Arrange so that price information is two clicks away from the top page Reduce the number of pages in the hierarchy Difficult to find the desired information Users want to select a model that matches their needs Users want to select a model based on the price range Provide clear user classifications on the top page Change links so that users will not be perplexed The page is not easy for users to use. Cause Create a Web page from the user's point of view that allows the users to quickly reach the information they want. CTQ: Improve ease of use
Project Purchase Order Sheet (PPO) Dept: MNC経営企画部門 イントラダイレクト事業室 CH Name: 三好 林太郎 BB Name: 安部 秀 STEP-2/14 CTQ Date: July, 2002 STEP-3/14 Project Name Improvement Metrics Time required for purchasing What to achieve: Improve the intra homepage Time is Money To what extent: Improvement in ease of use (improving customer satisfaction by 20%) When to achieve: By October 2002 CH Approval Date: Oct. 18, 2002 (completion date) STEP-5/14 PGS Gains+Savings: * Time spent on viewing the Web page: Average of 7500 views per month x 25 minutes = Reduction of 3, 125 hours of loss (man-hours = 18 million per year) * Improvement in VAIO page hierarchy: Eliminate 4 pages = Reduction of 120 pages (man-hours = 20 million per year) TTL 200 million yen -) Investment PGS Current Values 20 minutes on average CH Signature 三好 安部 STEP-5/14 Target Values Reduce the time by 10 minutes. * Time spent on viewing the Web page: Average of 7000 views per month x 10 minutes = Reduction of 1, 166 hours of loss (man-hours = 70 million per year) STEP-5/14 Schedule Define STEP-5/14 Until June 30, 2002 Measure Until June 30, 2002 Analyze Until July 31, 2002 Improve Until September 30, 2002 Control Until September 30, 2002 Project Members GB：PL 村田 里未 阿部 優美子 安部 秀 坂田 淳 坪井 隆展 日下部 智恵子 園田 理江 兜森 真樹 関根 満知子 大野 ゆかり 花坂 由紀子 山口 由果 原 美智子 斎藤 祐子 高山 直美
D-Phase Grasp the Target VOC's Actual Condition Intra Users' Actual Condition Number of visitors Number of orders received July 2002 Number of orders received increased 2. 3 times to 6, 699. Number of visitors increased 1. 5 times to 15, 971. (as compared to previous year)
Create a QFD Chart for the Intra Web Site D-Phase Select key items to meet the user needs <Key items for the intra Web site>
M-Phase Reconfirm the VOC for the Selected Key Items Conduct a survey on the key items Method: Prepare two types of questionnaire. Purpose: Grasp the current values and identify the points to improve. CTQ: Improve ease of use Customer satisfaction survey [Questionnaire] Ask users to grade their satisfaction in terms of the key items on a 5 -point scale. Prepare a comment column for user feedback. Period: August 7 to 23 Identification of the points to Number of users who accessed: 236 improve <1> Check on the ease of finding desired information [Questionnaire] Select 20 users and measure the time it takes for each user to complete the purchase. Identification of the points to improve <2>
M-Phase Prioritizing Improvement Points Based on the VOC Grasp the VOC through user questionnaires Conducted in July 2002 Easy to understand Difficult to understand Comments calling for improvement Top page configuration - Due date page configuration Order Target Desired product's price Shipping window The top page is promiscuously designed. Information on the S model is difficult to understand. Too many pages before we get to the price information. It takes time to find the information we want to know. Finished products should be excluded. Want to see a product description and its price and due date on the same one screen. 200, 000 -yen-or-less models Ease of search from top page S model information Contents Entire homepage 0 1 2 3 4 5 Point Increase of 20% Top Due date S model Price Others Prioritize pages to be improved
Voices of Customers - The site would serve us better if it is easier to get to the essential information. - I have found the site easy to use as a whole but had a little trouble finding out about the S model. I would appreciate it if you improve this aspect of the site. - I would like to see the site offering more detailed information on specs. - I hate to do nitpicking, but the buttons on the black background on top of the page are hard to see. - Why don't you change the layout of the HP to make it a little easier to view? It's promiscuous and heavy to download. - It seems that there are too many pages to go through to get to the information we want to know. The top page is poorly laid out and should be redesigned to make it look neater. - Somehow, I find the HP not easy to use. The site would be more useful if the page presenting products also contains their prices. I suggest that users be classified into Sony employees and affiliate company workers before they enter the top page. - It would be more convenient if there were original or customized products like Sony. Style. Dealing with other companies' products as well might make the HP more useful. - Most of the PCs used in the company, especially desktops, are from other manufacturers. I want to see a lineup featuring new models that are suited to our business needs. - I would like to see the HP deal with new products in the same way that they are sold on the market. It would be great if it is possible to ship not only VAIO computers but also other Sony products through the intra direct system.
M-Phase Identify Target Processes Using the PF Diagram Measure the processes done prior to purchase (VAIO) VAIO desktop purchase (time: 20 min) VAIO notebook purchase (time: 25 min) VAIO notebook purchase (time: 23 min) START Lineup in Left Section Return START Products in Top Section Order NOTE Order States Check Immediate Delivery Not sure Return XP Home Notice C 1 Page Not sure Order by Individual User Not sure DESK TOP About Order Placement Simple VAIO Return Not sure LX 32 K Order Product Information Select Series NOTE Return Products in Top Section JX 10 K PAW C 1 Page Order screen Estimate Not sure
Identify Target Processes Using the PF Diagram M-Phase Measure the processes done prior to purchase (other than VAIO) DSC purchase (time: 10 min) DSC purchase (time: 13 min) START Top Image Products in Top Section Select from Lineup DSC Return Specs Immediately Delivered Model To Top in Bottom Section P 5 Order Placement Order Estimate Products in Top Section DSC Not Sure Which Series to Select Order screen
M-Phase Summarize information on the time currently required for purchasing Set Metrics and Targets <For 20 selected sample users> VAIO * The purchase time varies, with the longest time being 50 minutes. Other than VAIO * Variance of up to 13 minutes (Number of users) (minutes) Eliminate variance in the purchase time and reduce the average time by 10 minutes By reducing the average time by 10 minutes: * Time spent on viewing the Web page: Average of 7000 views per month x 10 minutes = Reduction of 1, 166 hours of loss (1166 hours x 5000 yen x 12 months = 70 million yen)
Grasp the Cause of Variance Difference between VAIO and products other than VAIO M-Phase <Page hierarchy from the top page to specs page> VAIO Other categories 7 pages 3 pages The number of pages for products other than VAIO should be made the standard. Reduce not only the purchasing time but also the man-hours for page creation. Reduction of 4 pages x 3 man-days x 120 models per year (30 models per quarter) + = About 20 million yen
M-Phase Establish a Project at the Process Level Define metrics based on results of user questionnaires CTQ Create Web pages from the user's point of view. Improve ease of use (Improve customer satisfaction by 20%) Metrics Purchase time (H) [Current Value] Variance of up to 30 minutes [Target Value] Variance of up to 20 minutes Man-hours resulting from ordering mistakes (H) Phase 2: Boost sales [Current Value] 6 mistakes during 2 months for the S model (40 H) [Target Value] 0 mistakes for the S model (0 H) Man-hours involved in inquiries (H) [Current Value] Ave. 20 inquiries/month (20 H) [Target Value] Ave. 10 inquiries/month (10 H) Man-hours required for creating Web pages (H) [Current Value] 10 pages (20 H) [Target Value] 6 pages (12 H)
A-Phase List Causes (Trivial Many) of Variance of the Metric (Y) for Analysis Causes of long purchase time Top page configuration Due date page configuration Not sure Display of finished models Number of vertical and horizontal pixels Presentation Level of understanding Top Due date S model improve- improvement Price Others Return Series name Search function Cannot find necessary information Not sure Category name Variance in purchase time Return Sony Corp. /affiliate companies Problem with the system Series name Deep hierarchy Navigation to price information S model page configuration Mistake the S model for the PAW terminal or vice versa
A-Phase Identify the Vital Few (X) Factors That Have Critical Impact on the Metric (Y) Causes of long purchase time Top page configuration C C X Not sure C Display of finished models N Presentation N N C Search function X C Navigation to price information X Return N X Series name N Cannot find necessary information C X Return C C Number of vertical and horizontal pixels X C Not sure Sony Corp. /affiliate companies Problem with the system Level of understanding C N Identify Vital Few Factors That Change the Metric Significantly Due date page configuration N X Not sure Series name Deep order step hierarchy C S model page configuration C Category name X Variance in purchase time Return Mistake the S model for the PAW terminal or vice versa C : Controllable N : Not Controllable
A-Phase Sort Out the Relationship between Vital Few (X) Factors and Metrics (Y) Using the IPO Diagram X Order steps Time spent on purchasing (H) Target: Reduce by 10 minutes on average X X X Not sure/return Deep hierarchy Cannot find necessary information Homepage Creation Process Man-hours resulting from order mistakes Target: 0 hours Man-hours involved in handling inquiries Target: Reduce by half to 10 hours Man-hours for Web page creation Target: Reduce by 4 pages to 12 hours
Prioritize Improvement Themes Through FMEA Phase 2 System improvement A-Phase 1 Web site improvement
Summary of Improvements I-Phase Activity Schedule July 02 Planning/design Aug. Site map/operation rules Verify the proposed solution Order step improvement Sept. Creation/refinement Page release Request SISS to make an estimate 7/10 UP Implement proposed solution on the Web Estimate: SISS Oct. UP! Key issue: Ensure users can access order and price pages in the shortest steps Top page configuration Sort out necessary items Configuration plan: 村田、日 下部、花坂 Design: 花坂 Due date/product page configuration Configuration plan: 村田、日 下部、花坂 Design: 日下部 7/10 UP UP! Key issue: User classification (purchase or product information/Sony Corp. or affiliated company) S model/PAW terminal page configuration Configuration plan: 村田、日下 部、花坂 Spec: 日下部 Support: 花坂 Design and refine on the configuration Spec improvement Consult with SISS to check and refine on content Support improvement 30/7 UP UP! Key issue: Clarification of differences between S model and PAW terminal/user classification (S model or PAW terminal) Hierarchy improvement plan Design and refine on the configuration 7/10 UP Creation Key issue: Provide the same hierarchy for VAIO and other than VAIO to reduce the need for users to scroll UP!
Top Page I-Phase New Top Page Easy to choose Easy to understand Renewal Top page The renewed design improves usability.
Due Date & Products Page New Products Page - Easy navigation - Navigated from the top page. - Displays images by category. - Easily navigates users to the order screen. - Easy search - Immediately delivered models 200, 000 -yen-or-less models XP Pro models Previous models I-Phase
Improve Order Steps I-Phase Old Process Improved Process Due Date Top Page Product Info Abolish these steps Product Details Top Page for Ordering Logon by Sony Corp. Series Selection Sony Corp. Logon by Affiliated Company Series Selection Price Order by Sony Corp. Order by Affiliated Company Price Info for Sony Corp. Price Info for Affiliated Company Estimate for Sony Corp. Estimate for Affiliated Company Logon Logon Series Selection Series Selection Price Order Logon Series Selection Affiliated Company One consistent procedure embraces all steps from Logon by Sony Corp. to Order One consistent procedure embraces all steps from Logon by Affiliated Company to Order. Change the navigation process so that users can view pages for all steps, from logon to order, through one consistent procedure. The old process requires users to repeat the logon and series selection steps every time they access the order, price info, or estimate page, resulting in superfluous man-hours being involved. The improved process offers separate entries for Sony Corp. employees and affiliated company workers; the user needs to go through the logon and series selection steps only once. The new approach is certain to improve the user navigation process.
S Model/PAW Terminal Page Configuration I-Phase - Users get confused because information on the S model and PAW terminal is presented on the same pages. [Old Process] S Model Top Page S Model/PAW Terminal Lineup Page [Improved Process (Image)] S Model/PAW Terminal Support Page S Model/PAW Terminal Purchase Page - Information on the S model and Intra Top PAW Model PAW terminal is presented on separate pages ensuring that users access the right information. S Model Let users choose the model on the top page Hardware Spec Software Purchase/ estimate Support The number of wrong purchases has decreased from 6 to 0. Hardware Spec Software Purchase/ estimate Support A link is provided here that Sモデル⇔PAWモ lets users to jump from the デルはここからとべ S model page to the PAW model page and vice versa. るようリンク
I-Phase Number of Inquiries Related to "the Vaio-d" Web Site 11 inquiries as of July 2002 In November, the number of inquiries decreased to 1.
I-Phase Renewed Web Site - Effects of Web Site Improvement -
C-Phase New Intra Web Site Vital Few - User classification Improved navigation Fewer pages Well organized items Standardize each page Measure the time it takes for users to complete a purchase with the renewed Web page!! (Number of users) 5 to 30 minutes Reduction of 25 minutes!! (No variation) (Minutes) 1 to 4 minutes (Minutes)
C-Phase PGS Calculation Reduction in the purchase time (effect for all Sony employees) Reduction of 25 minutes * Time spent on viewing the Web page: Average of 7500 views per month x 25 minutes = Reduction of 3, 125 hours of loss (3, 125 hours x 5000 yen x 12 months = 187. 5 million yen) Reduction in man-hours required for creating intra Web pages Reduction of 4 pages * Creation time: Reduction of 4 pages x 3 man-days [120 models per year (30 models per quarter) = 20 million yen] Project cost SISS man-hours: Black belt deletion = 290, 000 yen PGS: 187. 5 million yen + 20 million yen – 290, 000 yen = 200 million yen
Future Web Site n n n Usage guide Review the contents. Introduction of a search function Web site strategies (suggestions about usage) based on sale strategies Enhancement in other categories Link with other services (such as Image. Station) Improve ease of use and boost sales Create a "valueadded" Web site that ensures "stable access"
- Creating a Web Site for Achieving Targets: Summary Take advantage of Six Sigma methodology. CTQ 1 "Improve the Web site" for boosting internal direct business/net business. Define Break down CTQ. "CTQ: Pursue ease of use. " Measure Narrow down improvement items from the user's point of view, and form hypotheses based on VOC requirements and set targets based on actual measurements. Analyze (Vital Few) Identify factors causing variance and solve the root cause. Improve Reduce the purchase time by 25 minutes, as well as man-hours required for Web page creation. Control Standardize the Web site work flow. Address the problems the current system faces, and recognize the purpose of doing so. What do users expect from the Web site? The Six Sigma tools enable you to narrow down what you need to improve and to find out what you have to do to make necessary improvements. What has been changed by improvements? [User side] [Creator side] The site is simpler and requires fewer clicks. By reviewing the menus and sorting out the pages, we can Freed from the stress of viewing many windows. do the maintenance of the site more efficiently. 200, 000 -yen-or-less models are easier to find. The man-hours for page creation has been reduced. The support page is more user-friendly, etc. Fewer points need to be checked, resulting in fewer mistakes, etc. Outputs - Easy-to-use Web site - Collection of VOC - Hints for future "Web site improvement"
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