This webcast, from GE Life Sciences, seeks to provide an understanding Design of Experiments (DoE) using an example of protein purification. It begins with a good overview of the reason why multi-factorial experiments must be used while changing multiple factors at the same time in order to see interactions between factors. These interactions are completely missed by one-factor-at-a-time experiments.
While it is a good introduction it might be a bit confusing if you are not familiar with multi-factorial designed experiments. You may want to read some of the links below or take advantage of the ability to pause the video to think about what he says or to replay portions you don’t pick up immediately.
I have discussed the value of design of experiments in multiple posts on this blog in the past, including: Introductory Videos on Using Design of Experiments to Improve Results by Stu Hunter, Design of Experiments: The Process of Discovery is Iterative and Factorial Designed Experiment Aim.
He also provides a good overview of 3 basic aims of multivariate experiment (DoE):
- screening (to determine which factors have the largest impact on the results that are most important)
- optimization (optimize the results)
- robustness testing (determine if there are risks in variations to factors)
Normally an experiment will focus on one of these aims. So you don’t know the most important factors you may choose to do a screening experiment to figure out which factors you want to study in detail in an optimization experiment.
It could be an optimized set of values for factors provides very good results but is not robust. If you don’t have easy way to make sure the factors do not vary it may be worthwhile to choose another option that provides nearly as good results but is much more robust (good results even with more variation within the values of the factors).
Related: YouTube Uses Multivariate Experiment To Improve Sign-ups 15% (2009) – Combinatorial Testing for Software (2009) – Marketers Are Embracing Statistical Design of Experiments (2005)






Support Theatre
Support theatre provides the appearance of supporting customers when in fact it is just treating customers poorly based on a management system that disrespects customers. It is a similar idea to security theatre that has become so popular for government in the USA for the last 10 years.
Dilbert does a good job of illustrating “support theatre” in this webcast:
I have had the exact experience Dilbert does of tech support refusing to think about the actual symptoms of the problem and insisting on following some script and wasting my time – repeatedly. This is not some accident. Management has designed systems with the attitude that customer’s time doesn’t matter.
Companies that practices support theatre are usually very focused on cutting the company’s cost and not “wasting” the companies time fixing the problems they create for customers or even helping customers put on “band-aids” to cope with the injuries the company has inflicted on the customer. Those companies also don’t learn from their failures to improve and stop future customers from suffering the consequences of their poor processes.
It is painful to interact with such companies. I find that most large companies I am forced to interact with are deeply into support theatre and only very superficially concerned with customers. It is a shame that the type of customer focus that those interested in management improvement have been advocating for decades is ignored by so many companies today.
If you care about your customers and want to build an organization that prospers by delighting customers go to the customer (user) gemba. Focus on how to improve the customer experience. You likely will have many easy opportunities to improve how things operate since the experience for customers today is often so bad.
Related: Making Life Difficult for Customers – Practicing Mistake-Promoting Instead of Mistake-Proofing at Apple – Customer Service is Important (2006) – Simple Customer Care Strategy: Communicate – Use Urls, Don’t Use Click x, Then Click y, Then Click z Instructions – How to protect yourself from your credit card company – Verizon Provides Lousy Service = Dog Bites Man (2008) – Is Poor Service the Industry Standard? (2006) – Incredibly Bad Customer Service from Discover Card