Pd2Product Design & Development - 2

Product Conceptual Product Conceptual DesignDesign

Concept DevelopmentConcept Development

Concept = IdeaConcept = Idea ItIt’’s hard to make a good product out of a s hard to make a good product out of a

poor concept.poor concept. First First ““Understand the FUNCTIONUnderstand the FUNCTION””, then , then

think of the FORMthink of the FORM……Separation not always Separation not always possible!possible!

FUNCTION is a complex expression of FUNCTION is a complex expression of CUSTOMER NEEDSCUSTOMER NEEDS

Understanding the FUNCTIONUnderstanding the FUNCTION

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

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

QFD will be studied later.QFD will be studied later. For now, assume that you have For now, assume that you have

investigated the product function and that investigated the product function and that you understand it fully.you understand it fully.

It is now required to find a product FORM.It is now required to find a product FORM.

Concept GenerationConcept Generation Assumption: A function can be achieved Assumption: A function can be achieved

by more than one way (concept)by more than one way (concept) Generate as many concepts as possible.Generate as many concepts as possible. If U generate 1 concept, it is probably a If U generate 1 concept, it is probably a

poor one. If U generate many concepts, U poor one. If U generate many concepts, U may have a good one.may have a good one.

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

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

Techniques for Concept Techniques for Concept GenerationGeneration 1. Study product prototypes1. Study product prototypes: :

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

““Not-Invented-Here,Not-Invented-Here,”” NIH, Complex NIH, Complex Studying an existing product may require Studying an existing product may require

DECOMPOSING it into its primary components.DECOMPOSING it into its primary components. Decomposition would uncover design strategy, Decomposition would uncover design strategy,

component functions and subfunctions.component functions and subfunctions.

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

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

Overall FUNCTION = Overall FUNCTION = SUBFUNCTIONSSUBFUNCTIONS

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

Example: Computer Components. Example: Computer Components. Competitors cold war against Competitors cold war against decomposition.decomposition.

22 . .BRAINSTORMINGBRAINSTORMING A group of experts conducting a design A group of experts conducting a design

session.session. 1 head is good; 2 is better.1 head is good; 2 is better. Two subgroups: Idea Generators and Idea Two subgroups: Idea Generators and Idea

EvaluatorsEvaluators Idea generators generate as many ideas as Idea generators generate as many ideas as

possible. No attempts to evaluate at this step.possible. No attempts to evaluate at this step. Collect all ideas generated. Reject none.Collect all ideas generated. Reject none. Evaluators begin to judge ideas based on Evaluators begin to judge ideas based on

customer requirements.customer requirements. The most promising (feasible) ideas pass into The most promising (feasible) ideas pass into

further treatment.further treatment.

ExerciseExercise

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

33 . .Use Sources: Patents, Journals, Use Sources: Patents, Journals, Books, CataloguesBooks, Catalogues

Sources = Economy of Thought.Sources = Economy of Thought. Patents usually are tested solutions.Patents usually are tested solutions. Journal articles are peer reviewed, Journal articles are peer reviewed,

innovative, and are based on a study of innovative, and are based on a study of previous experience in the field.previous experience in the field.

Books provide basic and common Books provide basic and common solutions.solutions.

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

44 . .Use of AnalogiesUse of Analogies

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

Example 1: Sudden friction causes Example 1: Sudden friction causes spark spark friction lighters. friction lighters.

Example 2: Birds Example 2: Birds Airplanes. Airplanes. Example 3: Human Arm Example 3: Human Arm

Manipulators Manipulators

55 . .The Method of ExtremesThe Method of Extremes

Better concepts may be generated Better concepts may be generated from a given one.from a given one.

Transform the features of a current Transform the features of a current concept to extremes.concept to extremes.

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

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

66 . .The Use of InversesThe Use of Inverses

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

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

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

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

77 . .Ask ExpertsAsk Experts

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

88 . .The Morphology MethodThe Morphology Method

Morphology = Study of product Morphology = Study of product structurestructure

Divide product function into Divide product function into subfunctionssubfunctions

Develop concepts for subfunctionsDevelop concepts for subfunctions Combine concepts (develop Combine concepts (develop

interfaces)interfaces) Example: coffee grinderExample: coffee grinder

TRIZ: The Theory of Inventive Problem TRIZ: The Theory of Inventive Problem SolvingSolving

SystematicSystematic Innovation! Innovation! TRIZ will be introduced later.TRIZ will be introduced later.

The Conservation PrincipleThe Conservation Principle

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

Output = InputOutput = Input Example: Input mechanical energy Example: Input mechanical energy

transformed into heat should be transformed into heat should be dissipated dissipated –– How? How?

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

ConclusionsConclusions

Teamwork is a critical factor to concept Teamwork is a critical factor to concept development.development.

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

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

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

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