Product Conceptual Design

Concept Development Concept = Idea It ’ s hard to make a good product out of a poor concept. First “ Understand the FUNCTION ” , then think of the FORM … Separation not always possible! FUNCTION is a complex expression of CUSTOMER NEEDS

Concept = Idea

It ’ s hard to make a good product out of a poor concept.

First “ Understand the FUNCTION ” , then think of the FORM … Separation not always possible!

FUNCTION is a complex expression of CUSTOMER NEEDS

Understanding the FUNCTION The first step in product development is to investigate and understand its FUNCTION. Quality-Function Deployment (QFD) is one method for understanding product function based on customer needs. QFD will be studied later. For now, assume that you have investigated the product function and that you understand it fully. It is now required to find a product FORM.

The first step in product development is to investigate and understand its FUNCTION.

Quality-Function Deployment (QFD) is one method for understanding product function based on customer needs.

QFD will be studied later.

For now, assume that you have investigated the product function and that you understand it fully.

It is now required to find a product FORM.

Concept Generation Assumption: A function can be achieved by more than one way (concept) Generate as many concepts as possible. If U generate 1 concept, it is probably a poor one. If U generate many concepts, U may have a good one. By focusing on ONE concept, U realize only that concept. By considering several concepts, U realize the problem! Successful design is achievable only based on optimizing among possible design alternatives (solutions)

Assumption: A function can be achieved by more than one way (concept)

Generate as many concepts as possible.

If U generate 1 concept, it is probably a poor one. If U generate many concepts, U may have a good one.

By focusing on ONE concept, U realize only that concept. By considering several concepts, U realize the problem!

Successful design is achievable only based on optimizing among possible design alternatives (solutions)

Techniques for Concept Generation 1. Study product prototypes : Designers before U have spent many years developing the existing designs; why repeat their effort? Just study and benefit from it. “ Not-Invented-Here, ” NIH, Complex Studying an existing product may require DECOMPOSING it into its primary components. Decomposition would uncover design strategy, component functions and subfunctions.

Designers before U have spent many years developing the existing designs; why repeat their effort? Just study and benefit from it.

“ Not-Invented-Here, ” NIH, Complex

Studying an existing product may require DECOMPOSING it into its primary components.

Decomposition would uncover design strategy, component functions and subfunctions.

In DECOMPOSING an existing product, examine component interfaces with each other and the interfacing of the product with other objects. FUNCTION involves material, energy, and information transfer; It happens mainly at interfaces between product components and between product components and external objects. Overall FUNCTION =  SUBFUNCTIONS To understand a component function, try removing it from the assembly and examining the effect. Example: Computer Components. Competitors cold war against decomposition.

In DECOMPOSING an existing product, examine component interfaces with each other and the interfacing of the product with other objects.

FUNCTION involves material, energy, and information transfer; It happens mainly at interfaces between product components and between product components and external objects.

Overall FUNCTION =  SUBFUNCTIONS

To understand a component function, try removing it from the assembly and examining the effect.

Example: Computer Components. Competitors cold war against decomposition.

2. BRAINSTORMING A group of experts conducting a design session. 1 head is good; 2 is better. Two subgroups: Idea Generators and Idea Evaluators Idea generators generate as many ideas as possible. No attempts to evaluate at this step. Collect all ideas generated. Reject none. Evaluators begin to judge ideas based on customer requirements. The most promising (feasible) ideas pass into further treatment.

A group of experts conducting a design session.

1 head is good; 2 is better.

Two subgroups: Idea Generators and Idea Evaluators

Idea generators generate as many ideas as possible. No attempts to evaluate at this step.

Collect all ideas generated. Reject none.

Evaluators begin to judge ideas based on customer requirements.

The most promising (feasible) ideas pass into further treatment.

Exercise Generate at least 10 ways to keep a small stack of paper together.

Generate at least 10 ways to keep a small stack of paper together.

3. Use Sources: Patents, Journals, Books, Catalogues Sources = Economy of Thought. Patents usually are tested solutions. Journal articles are peer reviewed, innovative, and are based on a study of previous experience in the field. Books provide basic and common solutions. Let authorities influence you. They would inspire your creativity. Don ’ t let them bound it.

Sources = Economy of Thought.

Patents usually are tested solutions.

Journal articles are peer reviewed, innovative, and are based on a study of previous experience in the field.

Books provide basic and common solutions.

Let authorities influence you. They would inspire your creativity. Don ’ t let them bound it.

4. Use of Analogies Consider the FUNCTION and Ask: What else provides this function? Learn from existing devices, objects, or phenomena. Example 1: Sudden friction causes spark  friction lighters. Example 2: Birds  Airplanes. Example 3: Human Arm  Manipulators

Consider the FUNCTION and Ask: What else provides this function? Learn from existing devices, objects, or phenomena.

Example 1: Sudden friction causes spark  friction lighters.

Example 2: Birds  Airplanes.

Example 3: Human Arm  Manipulators

5. The Method of Extremes Better concepts may be generated from a given one. Transform the features of a current concept to extremes. Example 1: Lenses are used for eye glasses and for telescopes. Lenses of infinity focal length = plain window glass. Example 2: A very rigid spring = solid. Extremely soft spring = no effect.

Better concepts may be generated from a given one.

Transform the features of a current concept to extremes.

Example 1: Lenses are used for eye glasses and for telescopes. Lenses of infinity focal length = plain window glass.

Example 2: A very rigid spring = solid. Extremely soft spring = no effect.

6. The Use of Inverses Consider inverting the current concept. The concept remains the same, but performance may be much better. Invert moving and fixed members. Example: Piston-Cylinder pair for a car washing station. Invert male and female members. Example: Electric plugs for computers and some home appliances. Invert straight and curved components. Example: Cam-shaft operation on ICE valves.

Consider inverting the current concept. The concept remains the same, but performance may be much better.

Invert moving and fixed members. Example: Piston-Cylinder pair for a car washing station.

Invert male and female members. Example: Electric plugs for computers and some home appliances.

Invert straight and curved components. Example: Cam-shaft operation on ICE valves.

7. Ask Experts If U have little experience in the domain, a quick and good method is to consult with experts.

If U have little experience in the domain, a quick and good method is to consult with experts.

8. The Morphology Method Morphology = Study of product structure Divide product function into subfunctions Develop concepts for subfunctions Combine concepts (develop interfaces) Example: coffee grinder

Morphology = Study of product structure

Divide product function into subfunctions

Develop concepts for subfunctions

Combine concepts (develop interfaces)

Example: coffee grinder

TRIZ: The Theory of Inventive Problem Solving Systematic Innovation! TRIZ will be introduced later.

Systematic Innovation!

TRIZ will be introduced later.

The Conservation Principle Material and energy are conserved: Their transformation and transfer should be tracked. Output = Input Example: Input mechanical energy transformed into heat should be dissipated – How? Example 2: A cooling fluid should be dispensed or circulated – How?

Material and energy are conserved: Their transformation and transfer should be tracked.

Output = Input

Example: Input mechanical energy transformed into heat should be dissipated – How?

Example 2: A cooling fluid should be dispensed or circulated – How?

Conclusions Teamwork is a critical factor to concept development. Generate as many concepts as possible to overcome your mental inertia. A good concept is the key to building quality into the product. Refer to sources and use the expertise of others... Try to not reinvent the wheel! Genius is 1 percent inspiration and 99 percent perspiration … (Thomas Edison)

Teamwork is a critical factor to concept development.

Generate as many concepts as possible to overcome your mental inertia.

A good concept is the key to building quality into the product.

Refer to sources and use the expertise of others... Try to not reinvent the wheel!

Genius is 1 percent inspiration and 99 percent perspiration … (Thomas Edison)