Increase the speed of innovation


Why use Robust Design?

According to ITT Industries’s benchmarking survey of many leading companies

  •  40% of product development costs are wasted
  • Design directly influences more than 70% of the product life cycle cost
  • Companies with high product development effectiveness have earnings three times the average earnings
  • Companies with high product development effectiveness have revenue growth two times the average revenue growth

Inspiration and Evolution

We have learned from and been inspired by Dr Edward Demming’s Quality Priniples looking at causality not correlation, Dr Genichi Taguchi’s methods around Robust Design and Dr Clayton Chritensen’s work on Disruption Principles and Theories of business. We’ve collaborated with these revolutionary thinkers, curating and evolving their principles into thinking processes as well as practices.

Robust Design

Robust Design, also called the Taguchi Method, pioneered by Dr. Genichi Taguchi, greatly improves innovation efficiency. By consciously considering the noise factors (environmental variation during the product’s usage, manufacturing variation, and component deterioration) and the cost of failure in the field the Robust Design method helps ensure customer satisfaction. Robust Design focuses on improving the fundamental function of the product or process, thus facilitating flexible designs and concurrent engineering. It is the most powerful method available to reduce costs, improve quality, and simultaneously increasing speed-to-market.

Benefits of Robust Design

Using the principles of Robust Design means:

  • Leveraging KANO to help make tradeoffs of what’s important and not important
  • Mapping performance characteristics for basic performance and investment quality

Robust Design Tools


Prioritize factors of consumer satisfaction

Design of Experiments

Efficiently test and identify causal variables within design prototypes

“Insensitive” Technical Design

We understand the products systems, the function of the system, how the system delivers on the effects desired by the consumer.

Forces of Progress

In situations where we want to make progress, or solve a problem, there are forces that move us towards that progress and forces that hold us back from making that progress.

Systems Thinking

A way to view your product as a system in and of itself and as a part of super & sub-systems.

Robust Design of Experiments

Allows us to produce better prototypes that enable us to learn more about our product performance, function, etc. We learn faster and ultimately cheaper.

Jobs To Be Done

A consumer research tool that helps the team understand what customers are struggling with and what progress they would like to make.


The process of gaining a common language between consumers, marketers, and sales people to define the direction of product development on a technical level.