Concept design What is a design concept? Clarifying functional requirements Generating design concepts Analyzing alternative designs Developing “product”

Concept design

What is a design concept? Clarifying functional requirements Generating design concepts Analyzing alternative designs Developing “product” alternatives Evaluating product alternatives Concept Design Review Information flow & storage Intellectual property protection

?

Info flow during formulation and concept design phases

FormulationFormulationCustomer NeedsCustomer requirementsImportance weightsHouse of QualityEng. characteristicsEng. Design Spec’s Concept DesignConcept Design

“Best”AlternativeConcepts

For slowing and stopping a spinning shaft?Alternative Physical principle Abstract Embodiment

1 fluid friction fan blade on shaft2 magnetic field re-generative brake3 surface friction disk and caliper brake

What is an alternative concept design?

For fastening sheets of paper?Alternative Physical principle Abstract Embodiment

1 spring force paperclip2 bent clamp staple3 bendable clamp cotter pin4 adhesion glue

Physical principle

Def. - the means by which some effect is causedConservation of energy Archimedes’ principle Ohm’s law Conservation of mass Bernoulli’s law Ampere’s law Conservation of momentum Boyle’s law Coulomb’s laws of electricity Diffusion law Gauss’ law Newton’s laws of motion Doppler effect Hall effect Newton’s law of gravitation Joule-Thompson effect Photoelectric effect Pascal’s principle Photovoltaic effect Coriolis effect Siphon effect Piezoelectric effect Coulomb friction Thermal expansion effect Euler’s buckling law Hooke’s law Newton’s law of viscosity Poisson effect/ratio Newton’s law of cooling Heat conduction Heat convection Heat radiation

(Pahl & Beitz, European community)

“Working principle” of a disc brake

Note: no sizes, only vague shape

motion(rotation)

physical principle(friction force caused by caliper clamping force)

material(solid)

surface(planar area)

working geometry

Design concept

Definition: abstract embodiment of:

physical principle, material, and geometry.

Surfaces, motion

Purposefully vague

Inputs & outputs to decision making

?

FormulationFormulation

Customer Needs

Customer requirementsImportance weightsHouse of QualityEng. characteristicsEng. Design Spec’s

Concept DesignConcept Design

Abstract embodiment Physical principlesMaterialGeometry

How do we proceed?

Need to select the “best” one or two concepts

Is there a process that we can follow?

Need lots of feasible design concepts (i.e. alternatives)

Can we use the overall design process to guide us through the concept design phase?

Design process during Concept design phase

GenerateAlternatives

ClarifyFunctions

AnalyzeIteration

Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements

Archives, PeopleInternet, Creative methods

EngineeringDesign

Specification

1st order calculationsProof of concept testsBench test, Pilot plant

Feasible?

Best Concept(s)

Pugh’s MethodWeighted Rating Method

Evaluate

Activity AnalysisDecomposition DiagramsFunction Structures

Concept Design

yes

no

Customer activities

Use set up operatemaintainrepair

Retire take downdisassemblerecycle dispose

Examine interaction between

customer and product

Clarifying functional requirements - Activity analysis method

Setup

1. open package 2. examine shaver, cord, travel case, and cleaning brush, 3. read instruction booklet 4. fill out warranty card 5. plug in shaver to charge batteries 6. put shaver, case, cord, brush in bathroom cabinet drawer

Daily use 7. remove charged shaver from drawer 8. trim hair 9. shave face or legs 10. remove cutter blade cover 11. brush cutter blade 12. replace cover 13. repeat step 5. 14. store shaver in drawer 15. repeat steps 7-14 until blades need replacing

Replace blade 16. remove cutter blade cover 17. install new cutter blade 18. replace cutter cover

Daily use 19. repeat steps 7-13 until batteries need replacing Replace batteries

20. install new rechargeable batteries

Use

Daily use 21. repeat steps 17.-19. until shave becomes unrepairable

Retire Dispose of shaver

22. throw out shaver and auxiliaries

Clarifying functional requirements Function decomposition diagram method

make coffee

boil water

brew coffee

warm coffee pot

store water, filter,

grounds

convert electricity

to heat

drip water on coffee

control electricity

conduct electricity

What functions

are perform

ed?

Remove? Combine? Reorganize?

Some functions that products/parts perform

Why prepare function decomposition diagrams?

To breakdown big functions into smaller basic subfunctions to improve our ability to “match” existing concepts to basic functions

Fully understand customer requirements (use & retire)

Disconnect function from form

Identify system boundaries

Increase the potential for new combinations

Function structure diagramsshow all inputs and outputs

Function

Energy

Material

Signal

Energy

Material

Signal

State 1 State 2

Example

Example


ClarifyFunctions

Analyze

Iteration



EngineeringDesign

Specification


Feasible?

Best Concept(s)


Evaluate


Concept Design

yes

no

How do we do generate alternative concept designs?

e.g. fasten papers a) flexible clamp, paperclipb) bent clamp, staplec) adhesion, glue

(Sub)Functional requirements Concept SF1 {C11, C12}

SF2 {C21, C22, C23}

Generating alternative concepts

“match”

Generating = finding or creating “matches”

Finding or creating matchesArchives

libraries (university, public, corporate)literature (handbooks, monographs, trade mag.s, journals, encyclop.)

People coworkers, faculty, vendors, consultants

Internet US Patent office, vendors, professional societies, etc

Existing products – similar or competitive productsdissection, reverse engineering

Creative methodsBrainstorming Method 635 Synectics (analogies, fantasy, empathy, inversion)Checklists (Osborn: substitute, combine, adapt, magnify, put to other use, eliminate, rearrange, and reverse).

“Developing” generated concepts

E.g. mini bike

Morphological matrices

Alternative Concept design1 {C11, C22 , C31…Cm2} 2 {C12, C23, C33 …Cm3}

Developing combinations of concepts into alternative product concept designs

Systematic Combinations

ClarifyFunctions


Analyze

Iteration



EngineeringDesign

Specification


Feasible?

Best Concept(s)


Evaluate


Concept Design

yes

no

How do we do we “analyze” concepts?

Analyzing = “predicting” and “screening”)

(Roughly) predict / estimate each alternative’s performance

1rst order calcs. (back of the envelope) Proof of concepts (physical principle “tests”) Bench top/pilot plant (subassembly/system tests)

Next step?

Screen alternatives for feasibility

likely function (i.e.not violate laws of nature)?

likely satisfy customer requirements?

likely satisfy company requirements?

Evaluating


Analyze

Iteration



EngineeringDesign

Specification


Feasible?

Best Concept(s)


Evaluate


Concept Design

yes

no

ClarifyFunctions

What does it mean to “evaluate” feasible concept designs?

best alternative concept design

feasible concept designs

97

910

However: e-“valu”-ate = values? whose?

“evaluate”

Pugh’s evaluation method

1. Select criteria, 2. Establish datum column, 3. Rate alternatives (+, -, S) against datum4. Select best, or better alternatives

group discussion and decision

Modified Pugh’s methodAdd new column

Weighted Rating evaluation method

Concept Alternatives gears v-belts chain

Criteria Importance Weight (%)

Rating Weighted

Rating Rating

Weighted Rating

Rating Weighted

Rating

high efficiency 30 4 1.20 2 0.60 3 0.90

high reliability 25 4 1.00 3 0.75 3 0.75

low maintenance 20 4 0.80 3 0.60 2 0.40

low cost 15 2 0.30 4 0.60 3 0.45

light weight 10 2 0.20 4 0.40 3 0.30

100 NA 3.50 NA 2.95 NA 2.80

Rating Value Unsatisfactory 0

Just tolerable e 1 Adequate 2 Good 3 Very Good 4

best method


ClarifyFunctions

AnalyzeIteration



EngineeringDesign

Specification


Feasible?

Best Concept(s)


Evaluate


yes

no

Concept Design

Information flow & storage

· photocopies of archival matter, · printouts from the Internet, · vendor catalogs and data sheets, · preliminary test results, · first-order calculations, · patent abstracts, · minutes of meetings, · concept sketches, · concept screening sheets· concept evaluation matrices· expert interview notes

what?where ?who?when?why?

Record?

Manage?

Protect?

Design information protection?

Is design “information” property?

Whose property is it?

Can it be protected?

Types of Property

Real property – land, buildingsPersonal property

Tangible – trucks, machines, office equip.Intangible -

contracts copyrightstrademarkspatentstrade secrets

Contracts

Def.: Written/oral agreement between two parties.

Examples: Non-disclosure, confidentiality agreements

Def.: Exclusive right to the publication, production, or sale of the rights to a literary, dramatic, musical, or artistic work.

Examples: book, sheet music, software, dramas, sermons

Copyrights

Def.: A symbol, design, word, or letter used by a manufacturer or dealer to distinguish his products from those of his competitors. Examples: IBM, GE, XEROX, COKE, Pentium

Trademarks

Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another. (appearance)

The trade dress of a product involves the "total image" and can include the color of the packaging, the configuration of goods, etc... Even the theme of a restaurant may be considered trade dress.

Examples include the packaging for Wonder Bread, the tray configuration for Healthy Choice frozen dinners, and the color scheme of Subway sub shops.

(http://www.amerilawyer.com/trademark/tm_tradedress.htm)

Trade Dress

Trade Dress Examples

Mc Donald’s happy meal- printed box

International House of Pancakes – blue roof

Seven-eleven – red/green store sign

Def.: A document granting monopoly rights to produce, use, sell or get profit from an invention, process, plant(biological) or design. Examples: Utility patent - Xerox copying, Canon Laser engine, household appliances, light bulbs, cameras. Process patent - polymers such as Lexan, Rayon, Delrin Design patent - ornamental aspects of a product such as shape, configuration, and/or any surface decoration.

Patents

Def.: A method used to make a product, that is kept secret by the company manufacturing the product. Examples: Coca-Cola, Coors beer, other food recipes

Trade Secret

Protection Summary

• Contract• Copyright• Trademark• Patent• Trade secret

How will you protect your company’s intellectual property?

Summary

Clarify functional requirementsActivity analysis methodFunction decomposition diagram methodFunction/structure diagram method

Generate alternatives (by finding/creating) Finding

Archives, People, Internet, Existing Products Creating

Brainstorming, Method 635, Synectics, Checklists

Analyzing alternative designs Evaluate – Pugh’s, weighted rating methods Information flow & storage Intellectual property protection

Concept design What is a design concept? Clarifying functional requirements Generating design concepts Analyzing alternative designs Developing “product”

Documents

alternative concept

design concept definition

feasible design concepts

product slide

vague slide

adhesionglue slide

overall design process

customer requirements