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ETM 551 Lecture 5 -Concept Generation.ppt 1 Product Design & Development Concept Generation ETM 551 Lecture 5 -Concept Generation.ppt 2 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 Generation.ppt 3 Concept Development Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan 4 The Activity of Concept Generation • A good concept is sometimes poorly implemented in subsequent development phases, but a poor concept can rarely be manipulated to achieve commercial success. • Concept generation typically consumes less than 5% budget and 15% of the development time • Because the concept genaration activity is not costly, there is no excuse for lack of diligence and care in executing asound concept generation method. ETM 551 Lecture 5 -Concept Generation.ppt 5 Preliminary questions After 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.ppt 6 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. – 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 solutions. ETM 551 Lecture 5 -Concept Generation.ppt 7 A 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 Process 8 Concept Generation Process 1. Clarify the problem • Understanding • Problem decomposition • Focus on critical subproblems 3. Search internally • Individual • Group 2. Search externally • Lead users • Experts • Patents • Literature • Benchmarking 4. Explore systematically • Classification tree • Combination table 5. Reflect on solution and process • Constructive feedback SUBPROBLEMS NEW CONCEPTS EXISTING CONCEPTS INTEGRATED SOLUTIONS ETM 551 Lecture 5 -Concept Generation.ppt 9 The nailer: Step 1 Review assumptions underlying mission statement The 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 Generation.ppt 10 Customer 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 tool. [...]... battery or fuel cell to deliver in few miliseconds – Must accumulate and then trigger ETM 55 1 Lecture 5 -Concept Generation.ppt 33 Concept combination table • A systematic approach to combine partial solutions ETM 55 1 Lecture 5 -Concept Generation.ppt 34 ETM 55 1 Lecture 5 -Concept Generation.ppt 35 ETM 55 1 Lecture 5 -Concept Generation.ppt 36 ... journals – conference proceedings – trade literature – government reports – consumer information ETM 55 1 Lecture 5 -Concept Generation.ppt 21 Patents • • • • Try the European patent office http://ep.espacenet.com US patent office http://patft.uspto.gov ETM 55 1 Lecture 5 -Concept Generation.ppt 22 ETM 55 1 Lecture 5 -Concept Generation.ppt 23 Step 3 - Search internally • Suspend judgment – Suspend evaluation... trigger • Nail lengths from 25 to 38 mm • Maximum nailing energy of 40 J/nail • Nailing force of up to 2,000 N • Peak nailing rate of 12 nails/second ETM 55 1 Lecture 5 -Concept Generation.ppt 11 Target specifications (cont) • • • • Average nailing rate of 4 nails/min Maximum trigger delay of 0. 25 second Tool mass less than 4 kg Maximum trigger delay of 0. 25 sec ETM 55 1 Lecture 5 -Concept Generation.ppt... places, not working principles or technology, is the primary – Has large nail capacity ETM 55 1 Lecture 5 -Concept Generation.ppt problem 18 Focus on critical sub-problems • The aim of decomposition techniques is to split a complex problem into simpler subproblems, then tackle each in a focused way ETM 55 1 Lecture 5 -Concept Generation.ppt 19 The Nailer: Step 2 - Search externally • Conduct external searches... decomposition ETM 55 1 Lecture 5 -Concept Generation.ppt 14 Problem Decomposition: Function Diagram INPUT OUTPUT Energy (?) Energy (?) Hand-held nailer Material (nails) Signal (tool "trip") Energy Nails "Trip" of tool Material (driven nail) Signal (?) Store or accept external energy Convert energy to translational energy Store nails Isolate nail Sense trip Trigger tool ETM 55 1 Lecture 5 -Concept Generation.ppt... space’ ETM 55 1 Lecture 5 -Concept Generation.ppt 24 Step 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 difficult ETM 55 1 Lecture 5 -Concept Generation.ppt... stimuli can be effective in encouraging new ideas • Set quantitative goals – Set a goal of 10 or 20 concepts ETM 55 1 Lecture 5 -Concept Generation.ppt 27 Hints (cont) • Use the gallery method – Use the gallery method to display a large number of concepts simultaneously for discussion ETM 55 1 Lecture 5 -Concept Generation.ppt 28 TRIZ • In the 1990’s, a Russian problem solving methodology called TRIZ (a Russian... in Europe and USA • Useful in identifying physical working principles • The key idea is to identify a contradiction that is implicit in a problem ETM 55 1 Lecture 5 -Concept Generation.ppt 29 Solutions for two of the nailer’s subproblems ETM 55 1 Lecture 5 -Concept Generation.ppt 30 The nailer: Step 4 - Explore systematically • After external and internal search there are probably tens or hundreds of... concept classification tree – With the concept combination table ETM 55 1 Lecture 5 -Concept Generation.ppt 31 Concept classification tree • Use it to: – Prune less promising branches (carefully) – Identify related versus independent approaches – Highlight inappropriate emphasis (certain branches) – Refine problem decomposition ETM 55 1 Lecture 5 -Concept Generation.ppt 32 Refining problem decomposition • Too... Apply translational energy to nail Driven nail 15 Some 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 abstraction ETM 55 1 Lecture 5 -Concept Generation.ppt 16 Tips to get started . ETM 55 1 Lecture 5 -Concept Generation.ppt 1 Product Design & Development Concept Generation ETM 55 1 Lecture 5 -Concept Generation.ppt 2 Concept Generation. the concept generation process? ETM 55 1 Lecture 5 -Concept Generation.ppt 3 Concept Development Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set. Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan 4 The Activity