Conceptual Design

(a)How to come up with design concepts

(b) How to evaluate whether our concept is worth developing

(c) Using concurrent engineering in the Product Development Process

(d) Related issues, e.g. Styling, Ergonomics, Marketing strategies.

Agenda

STEP 1. How to come up with design concepts

Inspirational: e.g. Yoshiro Nakamastsu (Floppy disk; holds ~2300 patents )

Systematic: e.g. Altshuller (Theory of Inventive Problem Solving, TIPS/TRIZ)

Essential components

a) Generate many, many alternative ideas,

b) Systematically select the best one.

Pugh Concept Selection Method

Stage 1. Generate the design alternatives

(i) Specify main objectives: preliminary product specifications.

(ii) Specify Selection criteria (functional requirements)

(iii) Select one design as a datum (reference design)

(iv) Rate all other designs:worse (-)almost same (s)better (+)

Pugh Method

Stage 2. Pugh table(example)

Cost S + - + S

Storage S + + + S

Setup S S - - S

Take out S - - - -

Power-up S S S S S

Cleanable S - S - S

Risk S + - + S

S+ 0 +3 +1 +3 0

S- 0 -2 -4 -3 -1

S 0 +1 -3 0 -1

Pugh Concept Selection Method

Stage 3. Merge, Improve the best design

SCAMPER: substitute, combine, adapt, magnify/minify, put to other uses,eliminate/elaborate, rearrange/reverse

STEP 2. Evaluate if a concept is worth developing

(a) Technical issuesCan we deliver the product to meet the required specs?

(b) Legal issuesWill there be legal problems (patents, copyrights etc.)?

How to check for existing patents ?

All US patents www.uspto.govSoviet patents: Invention Machine (www.invention-machine.com) [TRIZ]

(c) Sales/Market analysis issuesIs there sufficient demand? What is the competition?

(d) Financial issuesCan we produce it profitably?

(e) Business issuesDo we have the capital? Personnel? Make-or-buy components?

STEP 2. Evaluate if a concept is worth developing..

SWOT analysis

Strengths, Weaknesses, Opportunities and Threats.

Strengths/Weaknesses:advantages/disadvantages of the technology used,distribution channels, existing suppliers,manufacturing capacity and facilities, available personnel

Opportunities/Threats: marketability, threat of competition,ability/failure to deliver the product on schedule, costs,ability to evolve the product into a family or generations, …

Read a Business Plan !

STEP 2. Evaluate if a concept is worth developing…

STEP 2. Evaluate if a concept is worth developing.…

Output of Step 2:

(i) The functional requirements list of product specs

(ii) Conceptual sketches/Industrial Design Drawing (IDD)

(iii) SWOT documentation

STEP 3. Embodiment design and Concurrent Engineering

Goals:

(a) The detailed, or engineering specs

(b) The product architecture

(c) The engineering drawings

STEP 3. Embodiment design and Concurrent Engineering..

Concurrent Engineering vs Sequential Engineering

Concept of Design Teams [Chrysler example]

Goal: reduction in re-work due to manufacturability

Important engineering protocol:Engineering Change Notice, or ECN

STEP X. Ergonomics, Marketing strategies, and Styling

Ergonomics: Safety no injury in expected usage

Example: children’s toys:no sharp points, no loose balls

Example: Cooking utensils (e.g. Wok)thermally insulated handles

Example: Seat belts and air-bags in automobiles

ComfortExample: Mobile phone

small buttons, too close dialing problemsExample: Adjusting back-rest, height of chairs

allow adjustment for comfort

STEP X. Three steps to Ergonomic Design

(1) Market analysis to identify the target buyers/users

Statistics on the user space, based on:sex, age groups, country/regions.

(2) Anthropometry

(i) Statistical data of the user groups – height, weight…

(ii) Understanding of the human body, e.g. vision, hearing, pain, etc.

(3) Design of product/range (e.g. different sizes of shirts)to maximize expected comfort over the user space.

STEP X. Styling

The geometric and material characteristics thathave no affect on the functionality, but affect the looksand other perceptual properties of the product

functionally equivalent “visually attractive” product is preferred

STEP X. Styling

Geometric Effects: The Golden Ratio

Fibonacci series: 1, 1, 2, 3, 5, 8, 13, 21, …

Golden Ratio, = Limi ∞ (Fib(i) / Fib( i – 1) ≈ 1.618

Note: ( + 1)/ =

Arrangementof squares withsize= Fib(i)

Arcs forming aspiral

Arrangementof squares withsize= Fib(i)

Arcs forming aspiral

Fibonacci spiral and a Nautilus

rati

o:

ratio:

rati

o:

rati

o:

ratio:

rati

o:

Nesting property of Fibonacci rectangles

STEP X. Styling..

STEP X. Styling…

Creation of Adam, Michelangelo

Notre Dame, Paris

STEP X. Styling….

Geometric symmetry is preferred

Types of symmetry: translation, rotation, and reflection

Combinations of symmetry: glide-rotation, ...

Translational Rotational Reflective Glide-rotationalTranslational Rotational Reflective Glide-rotational

STEP X. Styling…..

Symmetry in design:

Which belt is more pleasing ?

STEP X. Styling…..

Social, Cultural, and Psychological effects

Fashion

Culture

STEP X. Styling…..

Products analogous to existing popular products

(a)Porsche 924 (b) Mazda RX-7

STEP X. Styling…..

Social and Psychological effects: symbolic attraction

(a) Citizen Ecodrive® watch (b) Swatch “fresh” watch

STEP X. Styling…..

Psychological effects: Apparent Functional Styling

Toyota Camry Honda civic

Spoilers

Toyota Camry Honda civic

Spoilers