DMAIC and DMADV: What's the difference between them?

The Six Sigma program came about in 1987 at Motorola. At that time, the used method was only one: the DMAIC. After Six Sigma achieved success because of its efficiency, numerous companies also began to use it - General Electric was one of them.

To increase its competitiveness in the market, GE adopted Six Sigma as its main management strategy.

So the following question has been raised: do we use DMAIC to improve the performance of our processes and products but when we need to launch and/or reshape new processes and products, which method should we use?

The method was elaborated based on the principles and foundations already used by Six Sigma, so the DMADV emerged - considered as an extension of the program commonly called DFSS (Design For Six Sigma).

The new method was used to design a new product or a new process - and even to improve them through a remodeling, if the proposed needs could not be met with the use of the DMAIC. GE relied on this new method.

Were DMAIC and DMADV then used together by GE?

Yes, exactly this!

Let's assume the following condition: you have a cosmetics company and in this case, the product launching spin is usually high.

To improve your existing processes and products you use the DMAIC method now, to meet new expectations and needs of customers with new products and greater production capabilities, you employ DMADV.

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And how do DMAIC and DMADV work?

DMAIC

The stages of DMAIC are: Define, Measure, Analyze, Improve, and Control.

This methodology used by the Six Sigma program - and today Lean Six Sigma - seeks to effectively elevate the performance of a process and a product through the structured use of analytical, lean and quality tools in a fully quantitative and measurable way.

In the Define phase, the scope of the project is elaborated, just as its goals are defined in the Measure phase, the data and information about the process or product are collected and measured in the Analyze phase, root causes are discovered and prioritized in the Improve phase, improvement solutions are found and implemented and finally, in the Control phase, the results obtained are compared with those expected and corrective and preventive actions are developed.

DMADV

The steps of DMADV are: Define, Measure, Analyze, Design and Verify.

This systematic methodology adopted by the extension of the program called Design For Six Sigma (DFSS) aims to facilitate the increase of turnover of new products of the company in the market.

It also develops with strong appeal to statistical and engineering techniques, the reshaping of a process when the increased performance generated by the DMAIC is no longer sufficient to meet demand.

In the Define phase, the new product or process to be designed is identified and interpreted in the Measure phase, the needs of the clients involved are translated and measured in the Analyze phase, ideas and new possibilities are explained and prioritized in the Design phase, tests and experiments in small and then large scale are carried out and the project even more detailed in the Verify phase, the tests must be validated and the launch of a new product or process completed.

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Porter's Five Forces model has as main purpose to relate the company to its organizational environment, analyzing its internal and external environment, through five criteria: Suppliers, New Entrants, Buyers (Customers), Substitute Products / Services and Competitors.

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