Product Design & Development - boun.edu.tr

1 ETM 551 Lecture 5 -Concept Design & DevelopmentConcept GenerationETM 551 Lecture 5 -Concept Generation Example:Power Nailer What existing solution concepts, if any, could be successfully adapted for this application? What new concepts might satisfy the established needs and specifications? What methods can be used to facilitate the concept generation process?ETM 551 Lecture 5 -Concept Development ProcessPerform Economic AnalysisBenchmark Competitive ProductsBuild and Test Models and PrototypesIdentifyCustomerNeedsEstablish TargetSpecificationsGenerateProductConce ptsSelectProductConcept(s)Set FinalSpecificationsPlanDownstreamDevelop mentMissionStatementTestProductConcept(s )DevelopmentPlan4 The Activity of Concept Generation A good concept is sometimes poorlyimplemented in subsequent developmentphases, but a poor concept can rarely bemanipulated to achieve commercial success.

2 Concept generation typically consumes lessthan 5% budget and 15% of the developmenttime Because the concept genaration activity is not costly, there is no excuse for lack of diligenceand care in executing asound concept generation 551 Lecture 5 -Concept questionsAfter identifying customer needs and establishing target Product specifications, the team should ask: What existing solutions could be adapted for this application? What new concepts might satisfy these needs and specifications? What methods can be used to facilitate concept generation process?ETM 551 Lecture 5 -Concept generation activity Structured approaches reduce the likelihood of costly problems Common dysfunctions during concept generation: Consideration of only one or two alternatives, often proposed by the most assertive members of the team.

3 Failure to consider carefully the usefulness of concepts employed by other firms in related and unrelated products. Involvement of only one or two people in the process, resulting in lack of confidence and commitment by other team members. Ineffective integration of promising partial solutions. Failure to consider entire categories of 551 Lecture 5 -Concept Five-Step Method Step 1: Clarify the Problem Step 2: Search Externally Step 3: Search Internally Step 4: Explore Systematically Step 5: Reflect on the Results and the Process8 Concept GenerationProcess1. Clarify theproblem Understanding Problemdecomposition Focus on criticalsubproblems3. Search internally Individual Group2. Search externally Lead users Experts Patents Literature Benchmarking4.

4 Explore systematically Classification tree Combination table5. Reflect on solutionand process Constructive feedbackSUBPROBLEMSNEWCONCEPTSEXISTINGCO NCEPTSINTEGRATEDSOLUTIONSETM 551 Lecture 5 -Concept nailer: Step 1 Review assumptions underlying mission statementThe nailer will: use nails (as opposed to adhesives, screws etc.). be compatible with nail magazines on existing tools. nail into wood. be hand-held. ETM 551 Lecture 5 -Concept needs Customer needs (for a hand-held nailer): The nailer inserts nails in rapid succession. The nailer works into tight spaces The nailer is lightweight. The nailer has no noticeable nailing delay after tripping 551 Lecture 5 -Concept specifications No noticeable nailing delay after pulling trigger Nail lengths from 25 to 38 mm.

5 Maximum nailing energy of 40 J/nail. Nailing force of up to 2,000 N. Peak nailing rate of 12 551 Lecture 5 -Concept specifications (cont) Average nailing rate of 4 nails/min. Maximum trigger delay of second. Tool mass less than 4 kg Maximum trigger delay of 551 Lecture 5 -Concept decomposition Decompose complex problem into simpler sub-problems. Many Design challenges are too complexto solve as a single problem. Split a complex problem into simpler sub-problems.(Problem decomposition)ETM 551 Lecture 5 -Concept decomposition Split system into modulesExamples: document copier paper clip Many schemes Functional decompositionPossible submodules: Document handler Paper feeder Image capture device Printing device.

6 More dificult to split,but still 551 Lecture 5 -Concept Decomposition: Function DiagramStorenailsStore oracceptexternalenergyIsolatenailConvert energy totranslationalenergyApplytranslationale nergy to nailSensetripTriggertoolEnergyNails"Trip " oftoolDrivennailHand-heldnailerEnergy (?)Signal (?)Material (nails)Energy (?)Signal (tool "trip")INPUTOUTPUTM aterial (driven nail)ETM 551 Lecture 5 -Concept useful tips to get started Create a function diagram of an existing Product . Create function diagram based on an arbitrary Product concept already generated by the team or on a known subfunction technology. Be sure to generalize the diagram to the appropriate level of 551 Lecture 5 -Concept to get started Follow one of the flows ( , materials) and determine what operations are details of the other flows can be derived by thinking about theirconnections to the initial 551 Lecture 5 -Concept other approaches Decomposition by sequence of user actions.

7 Move tool to approximate nailing position, Position tool precisely, Pull trigger. Decomposition by key customer needs Fires nails in rapid succession, Fits in tight places, Has large nail with very simpletechnical functions involvinga lot of user interactionsProducts in which form, andnot working principles ortechnology, is the primaryproblemETM 551 Lecture 5 -Concept on critical sub-problems The aim of decomposition techniques is to split a complex problem into simpler sub-problems, then tackle each in a focused 551 Lecture 5 -Concept Nailer: Step 2 - Search externally Conduct external searches to find existing solutions to either the overall problem or a sub-problem identified during the decomposition step.

8 Use search engines (in advanced mode) to find existing solutions discussed on Internet 551 Lecture 5 -Concept and Internet Searches:Hints for finding related solutions Lead Users see emerging needs before others adopt and generate innovations first Benchmarking competitive products Experts technical experts experienced customers Patents search related inventions Literature technical journals conference proceedings trade literature government reports consumer informationETM 551 Lecture 5 -Concept Try the European patent office US patent office 551 Lecture 5 -Concept 551 Lecture 5 -Concept 3 - Search internally Suspend judgment Suspend evaluation for the days or weeks required to generate a large set of alternatives is critical to success.

9 Generate a lot of ideas Most experts believe that the more ideas a team generates, the more likely the team is to explore fully the solution space .ETM 551 Lecture 5 -Concept 3 - Search internally (cont) Welcome ideas, even if they do not seem very feasible Ideas which initially appear infeasible can often be improved, debugged or repaired by other members of the team. Use graphical and physical media. Reasoning about physical and geometric information with words is 551 Lecture 5 -Concept for Generating Solution Concepts Make analogies Experienced designers always ask themselves what other devices solve a related problem. Wish and wonder Beginning a thought or comment with I wish we or I wonder what would happen if.

10 Helps to stimulate oneself or the group to consider new 551 Lecture 5 -Concept (cont) Use related stimuli Most individuals can think of a new idea when presented with a new stimulus. Use unrelated stimuli Occasionally, random or unrelated stimuli can be effective in encouraging new ideas. Set quantitative goals Set a goal of 10 or 20 551 Lecture 5 -Concept (cont) Use the gallery method Use the gallery method to display a large number of concepts simultaneously for 551 Lecture 5 -Concept In the 1990 s, a Russian problem solving methodology called TRIZ (a Russian acronym for theory of inventive problem solving) began to disseminate in Europe and USA. Useful in identifying physical working principles.