SUTD-MIT International Design Centre · 2017-02-01 · 1. Otto, K. N., and K. L. Wood. "Product design: techniques in reverse engineering and new product development." (2001). Design

SUTD-MITINTERNATIONALDESIGNCENTRE (IDC)

Innovation Ready Design

Discover Define Develop Deliver

Articulated-use MethodEmpathic lead user helps designers to identify latent needs and build empathy. The process involves simulation of extreme use conditions based on observation of extraordinary users.1, 2

Empathic Lead User

Procedure

Use these observations to improve the design. Repeat the test to validate that the problem has been solved.

Develop simulated hindrances to reproduce these extreme conditions in a controlled environment.

Observe a user interacting with the product, service or system while the user is hindered.

Real application of a camping tent versus simulated environment of the camping tent under hot sun

Develop a list of extreme conditions, through observation and ideation, which might occur during the use of a

product, service or system.

DiscoveryLatent needsUniversal designPain points and failure modesMore robust design

USER RESEARCH

Empathic Lead User

1. Hanington, Bruce, and Bella Martin. Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport Publishers, 20122. Lin, J., & Seepersad, C. C. (2007, January). Empathic lead users: the effects of extraordinary user experiences on customer needs analysis and product redesign. In ASME 2007 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference (pp. 289-296). American Society of Mechanical Engineers.

EnvironmentsLimited mobilityIn a rush1st time user

SimulationWear a gloveUse one hand

Design Insights

Left: Participants of a simulation workshop experiencing different types of visual impairmentsRight: Simple tools that could be used to simulate challenges with dexterity, vision and hearing

Example of Automatic Ice-cream Maker

Example of Simulation Workshop

Interactions with ice-cream maker to simulate a condition where the user has limited mobility




USER RESEARCH

Articulated-use MethodSemantic inquiry captures the desired “feel” of the product, system, or service. The method is geared towards discovering the desired emotion, experience, appearance, feel, layout, and usefulness of a design.1

Semantic Inquiry

*Refer to method cards for methodology

ProcedureBrainstorm and ideate descriptive words related to the design problem.

Form pairs of adjectives that are of extreme ends and put them in a scale of 1 to 5.

Search for inspirational images that capture these emotional qualities.

Let the user rank 1 to 5 on how they feel about the product, system, or service with regards to the chosen adjectives.

Conventional tools: pen and paperModern tools: Web survey like Type-form or Survey Monkey

1.

2.

3.

4.

Feminine Masculine

Extreme Left Extreme Right

Dark Light

Formal Informal

Modern Classic

Reserved Expressive

Specific General

Energetic Subdued

Semantic Inquiry

Example of Memorial Sculpture Ideation

1. Otto, K. N., and K. L. Wood. "Product design: techniques in reverse engineering and new product development." (2001).

Image exploring user feedback for vision of a national memorial

Static Dynamic

Extreme Left Extreme Right




INTERPRETATION

Articulated-use MethodAffinity analysis is a means to organize or achieve ‘sense-making’ from a large set of needs or design concepts. The objective is to allow meaningful categories to emerge, rather than to be specified a-priori.1

Anity Diagram Method


Procedure

Work in a team. Compile a list of interpreted needs.

Add each need onto a single card.

Paste the first card onto the wall.

Select a new card.

YES, add to cluster.

NO, start new cluster.

Is it similar to any existing cluster.

Repeat until all cards are clustered.

A�nity Diagram Method

Example of Capstone Design


Design team having a discussion to organize and categorize customer needs into groups

Template Structure

1Gather customer needs or ideas in Post-its.

2Add ideas one at a time to the wall as per the procedure.




Articulated-use MethodThe hierarchy of purpose is an approach to help in scoping a design problem statement. It helps the design team consider root causes and to re-write the problem statement in a quantitative format.1

Hierarchy of PurposeANALYSIS

Procedure

Discovery

Write down your problem in the following format:

“To Increase or Decrease the metric from baseline to desired level”

The appropriate level of complexity may depend on factors such as your team size or what is practically changeable.

Identify root causeQuantify design problemIdentify metrics of success

List 4 or more specific problem statements from step 1.

List 4 or more general problem statements from step 1.

Review the list and ensure that the problem with the appropriate level of complexity is chosen.

Original Design Statement:To improve the processor yield in a factory by 5%.

Original Design Statement


Hierarchy of Purpose

General design statement(s)

Original design statement(s)

Specific design statement(s)

[Metric(s)] and [Target(s)]



In this case we have a number of possible angles from which to attack the problem. For instance, a small team of engineers might have better success to be given the problem of decreasing particle defects by 40%. The hierarchy gives a number of options for scoping a problem and also provides a bigger picture of the problems at hand.

Increase EBITDA by 20%

Increase quarterly revenue by 5%

Improve factory output by 4%

Improve yield in factory by 5%

Increase filter standards by 20%

Increase total company revenue by 15%

Decrease particle defects by 40%



Template Structure

Example of Improving Factory Yield




ANALYSIS

TRIZ, Russian acronym for the theory of inventive problem solving, is an inspirational method to resolve design conflicts by providing a set of general principles (40 principles) to direct innovative ideas (meta-analogy).1

TRIZ

*The full matrix can be found online, e.g. www.triz40.com.

Procedure

TRIZ Matrix Template

Identify design conflicts of the product, system, or service.

Ideate solutions using the suggested TRIZ principles.

Decide which TRIZ feature to preserve and which to improve (from the list of parameters).

Identify the TRIZ principles for breaking your conflict with the TRIZ matrix (from the list of design principles).

Parameters of product, system, or services 1

Worsening features






Improving features

+ --

-8, 15

+ - 8, 15

+

1. Otto, K. N., and K. L. Wood. "Product design: techniques in reverse engineering and new product development." (2001).2. Stan Kaplan, ‘An Introduction to TRIZ, the Russian Theory of Inventive Problem Solving’, Ideation International, Inc., 1996.

TRIZTRIZ 40 Principles Example of TRIZ

SegmentationTaking out

Local qualityAsymmetry

MergingUniversality

Russian dolls, “nesting”Anti-weight

Preliminary anti-actionPreliminary action

Beforehand cushioningEquipotentiality

“The other way round”Spheroidality - curvature

DynamicsPartial/excessive actions

Another dimensionMechanical vibration

Periodic actionContinuity of useful Action

SkippingBlessing in disguise

FeedbackIntermediarySelf-service

CopyingCheap short-lived objects

Mechanics substitutionPneumatics and hydraulics

Flexible shells and thin filmsPorous materials

Color changesHomogeneity

Discarding and recoveringParameter changes

Phase transitionsThermal expansion

Strong oxidantsInert atmosphere

Composite materials

When designing a car door, it should be easy to open and close while also providing a robust seal for water and noise. Traditionally, solid rubber strips were used in this scenario. However, the force required to create a complete seal was found to be too high for users.

Conflicts: Shape and force intensityPrinciples: Parameter change, preliminary action, thermal expansion and composite materials.

The figure below shows door seals before and after using TRIZ. Designers used the parameter change principle to make the door seal robust by changing its flexibility using a hollow cross section while making the door still easy to open.




CONCEPT GENERATION

Parallel sketch is a design ideation tool to enable rapid development of many variations on a design. A basic template or cell is preloaded to structure and accelerate ideation.1

Parallel Sketching

Procedure

Define the basic optical framework of your product, system, or service.

Review the sketches and try to create new “very different” ideas, sketch it on the template.

Create a number of empty templates using the framework from step 1.

Repeat all the steps until you have populated the matrix, repeat as needed.

Try to sketch at least 5 or more different ideas on the templates.

1. Original method by Mr. An from Huangshan City.

Parallel SketchingExamples of Parallel Sketching

1Define a base shape.

2Print out the template from step 1 as matrix.

3Complete the matrix with sketches of variants.




CONCEPT GENERATION

In co-creation or co-design, the person who will eventually benefit from the design process is included as a member of the design team. They play an active role in the project development.1

Co-creation

ProcedureEstablish most important challenges and pain points

Brainstorm methods to solve these challenges

Iterate on solution concepts collectively

1.

2.

3.

Key Components

Quick improvements of concepts.Inclusion of multiple stakeholders.Breaks traditional roles and fixation.Extract user needs upfront.

Connect need finding to solutions directly.Higher accuracy in need finding.Keep the design team ‘grounded’.

Quick improvement cycles

Problem-solution linkage

1. Sanders, Elizabeth and Stappers, Pieter. “Co-creation and the new landscapes of design”. CoDesign. Taylor & Francis Ltd, 2008.

Co-creationExample Schedule from Co-creation Event

Example Images of Co-creation Prototyping

Schedule a hackathon to understand how each stakeholder is affected by a problem

This is an example schedule from an MIT Hacking Medicine hackathon combining designers, engineers, clinicians, and

business experts

Image showing design team working along stakeholders for the next generation atomic force microscope (AFM), a collaboration between LEGO and Tsinghua University

8.00 - 9.00 AM Check-in & Breakfast9.00 AM Day 2 Kickoff9.50 AM Break into Tracks10.00 AM Team Pitches11.00 AM Find Team Formation12.00 PM Lunch12.00 - 7.00 PM Hacking5.00 PM Dinner5.30 - 730 PM Pulse checks7.30 PM End of Day 2




CONCEPT GENERATION

Product-service-system design emphasizes the relationship between products and services in developing a sustainable competitive advantage.1, 2, 3

Product-service-system Design (PSS)


Procedure

DiscoveryStructure interactions among stakeholders.Understand the deeper value that is being provided.Develop a sustainable ‘ecosystem’.

Identify customer

service needs.

Identify customer material

(product) needs.

Identify customer

needs.

Identify means of producing

products.

Identify means of providing

services.

Develop a business model.

Validate with customers.

1. Vijaykumar, A.V.G., Komoto, H., Hussain, R., Roy, R., Tomiyama, T., Evans, S., Tiwari, A. and Williams, S., 2013. A manufacturing framework for capability-based product-service systems design. Journal of Remanufactur-ing, 3(1), pp.1-32.2. Lindahl, T. S. M. (2009). Introduction to Product/Service-System Design.3. Yoon, B., Kim, S., & Rhee, J. (2012). An evaluation method for designing a new product-service system. Expert Systems with Applications, 39(3), 3100-3108.

Product-service-system DesignTemplate Structure

Cu

sto

mer

Vie

wD

esig

n L

ayer

s

Needs

Value

What is delivered to the customer?

What are the overall life-cycle activities connecting “resources”?

Who are the actors, stakeholders, and business units involved in life-cycle activities?

What are the core products, systems, or services?

What is the backstage equipment, which is not directly visible to the customer, and what are the peripheral system?

What are the conditions that have to be mentioned, fixed, or expressed by the contract?

What is the underlying cost structure and cash flow model?

What are the optional layers to emphasize specific characteristics and effect zone in a PSS

Deliverables

Life-cycle Activities

Actors

Core Products

Periphery

Contract

Finance

Optional Layers

What are the customer needs?

What does the customer perceive as valuable?




Real? Win? Worth it? is a strategy to manage risk and reward. The method provides a way to rapidly assess the marketability of an innovation.1, 2

Real? Win? Worth It?CONCEPT SELECTION

ProcedureStart from a clear description of a design concept or a set of concepts. Ask whether the concept(s) meet the requirements below.

The concept(s) that pass the requirements can be explored further.

Is it real?

Can we win?

Is it worth doing?

Is the market real?Is the product, service, or system real?

Can the product, service, or system be competitive?Can our company be competitive?

Will the product, service, or system be profitable at an acceptable risk?Does launching the product, service, or system make strategic sense?

DiscoveryConcept filteringMarket viabilityCompetitivenessRisk assessment

Template Structure

Example of Communication Device

Real? Win? Worth It?

Keypad Phone

Headset

Flexible Phone

Holographic Conference

WinReal Worth It

Can we win? Is it worth doing?

Is it real?

1. Day, G. S. (2007). Is it real? Can we win? Is it worth doing. Harvard business review, 85(12), 110-120.2. Ulrich, K. T., & Eppinger, S. D. (2012). Concept selection. Product Design and Development, 5th ed. Philadelphia: McGraw-Hill/Irwin, 1, 145-161.




ASSESSMENT

Risk management process is a proactive approach to mitigate risk during project management. It helps to recognize and manage events that threaten the likelihood of a project’s success.1

Risk Management Process

Procedure

Identify a list of possible risks through brainstorming, problem identification and risk profiling:

Are the requirements stable or risky? Does the design depend on unrealistic or optimistic assumptions?Is the schedule dependent upon the completion of other projects?Are quality considerations incorporated in the design?

Impact X Probability X Detection Difficulty = Risk Value

Create a probability and impact matrix. Manage risks by identifying the most critical concerns from the matrix.

Develop a risk mitigation strategy.

List each of the risk concerns on the assessment form then rate the likelihood and impact.

Risk Event Likelihood Impact Detection Difficulty When

Impact

Major Risk

Moderate Risk

Minor Risk

Lik

elih

oo

d

Example of System Integration Risk Matrix

Risk Management Process

1. Project Management Institute, A Guide to the Project Management Body of Knowledge", 5th Ed., 2013.

Risk Event Likelihood ImpactDetection Difficulty When

Interface Problems

4 4 4 Conversion

System Freezing 2 5 5 Start-up

User Backlash 4

4

3 3Post

installation

Hardware Malfunctioning

Table showing failure modes and risk assessment

5 5 Installation

Table showing risk mitigation strategy

Risk Event Response Contingency Plan Trigger Who is in charge?

Interface Problems Mitigate: Test Prototype Work around until

help comes

Not solved within 24

hoursNils

System Freezing

Mitigate: Test Prototype Reinstall OS Frozen after 1 hour

Emmy

User Backlash

Mitigate: Prototype DemonstrationMitigate: Select reliable vendorTransfer: Warranty

Increase Staff Support

Call from top management Eddie

Hardware Malfunction-

ing

Order replacement

Equipment fails Jim

Matrix showing risk assessment

1

1 2 3 4 5

2

3

4

5

Impact

Major Risk

Moderate Risk

Minor Risk

Lik

elih

oo

d

User Backlash

Interface problems

System Freezing

Hardware Malfunction




PROTOTYPING

Finite Element Modeling (FEM) is a simulation approach. It can be used to model structural, thermal or fluid flow properties of a design through discretization.1

Finite Element Modeling Design (FEM)

Procedure

Determine the critical behavior to model (e.g. vibrational modes, yield strength).

Geometrical detailsInterfacesMaterial properties

Develop a finite element mesh from the CAD model with appropriate material properties.

Generate a simplified CAD model of the product, or system removing irrelevant geometric details.

Impose boundary conditions and loads expected in various operating conditions.

Run appropriate analysis.

Study and compare results across different design concepts.

Example of Loudspeaker Housing Analysis

Finite Element Modeling Design (FEM)

1. Zorriassatine, F., Wykes, C., Parkin, R., & Gindy, N. (2003). A survey of virtual prototyping techniques for mechanical product development. Proceedings of the institution of mechanical engineers, Part B: Journal of engineering manufacture, 217(4), 513-530.

Finite element modeling (FEM) of a loudspeaker driver housing

Left: CAD model of the housingRight: Results of the analysis, showing stress experienced by the loudspeaker housing when in enclosed car

The mesh is based on a network of discrete elements. Linewarised equations describe the relationship between each

node

Template StructureK

J

P

M

r

N

t

sJ

Z, w

X, u

Y, v




PROTOTYPING

The simplified prototyping strategy is a tool for planning a prototype effort. It enables increase of performance without substantial increase in cost or time.1

Simplified Prototyping Strategy

Procedure

Identify what is the main objective of the prototype, e.g. user satisfaction, feasibility.

Virtual simulation models* if the system behavior can be easily modeled.Isolated subsystem model* as one subsystem is critical or new to the team, test in isolation.Mockup* as the overall concept is more important than performance details.Scaled model* to validate the scaled subsystem tests as the design can very large or very small.

Ask if an increase in performance is required over the initial design? Plan to iterate, test and refine the design concept.

Ask if divergent exploration required? Test multiple concepts in parallel.

Select among the following to reduce cost and time.


The first iteration of a relaxed requirement (mockup*) prototype for medical scanner to test user interaction.

Example of Strategic Medical Prototype

Simplified Prototyping Strategy

1. Camburn, B., Dunlap, B., Gurjar, T., Hamon, C., Green, M., Jensen, D., ... & Wood, K. (2015). A Systematic Method for Design Prototyping. Journal of Mechanical Design, 137(8), 081102.

Template Structure

The prototyping strategy space has several variables. An individual prototype might be scaled, full-sized, virtual or physical, et cetera. A prototyping strategy can consists of multiple iterations or concepts tested in parallel.

PA

RA

LL

EL

CO

NC

EP

TS

(C

)

ITERATIVE EVOLUTIONS (I)

Scaled/Full Size Isolated/Full System

Virtual/Physical Relaxed/Full RequirementsC I1 1 C I1 2 C I1 3

C I2 2C I2 1

C I3 1 C I1 3

Documents

SUTD-MIT International Design Centre · 2017-02-01 · 1. Otto, K. N., and K. L. Wood. "Product design: techniques in reverse engineering and new product development." (2001). Design