Product Development

Process -
Concept Generations

ME 5612
Computer Aided Product Development

A/P Lu Wen Feng

Office: EA-07-13
65161228
mpelwf@nus.edu.sg
Design Thinking Process

Observation, Objective statement, Concept generation Detailed design,

understanding, and identify customer and concept analysis and CAD
interpretation needs and product selection model
specification
Concept Generation
◼ Product concept generation is a process that starts with a list of
parameters set by the customer regarding his needs and
specifications.
◼ Based on the requirements, concept generation helps to pinpoint
a variety of possible solutions and ideas that answers those
needs.
◼ Looking at the problem from different angles can result in concepts
that you may not have come up without some deep thinking.
◼ Need many concepts!
What is a Concept?
A Concept is
An approximate description of the technology,
working principles and form of a product or
device

A description of how the device (or portions of

the device) might work so that what the
customer needs and wants, can be satisfied

-> start with the function of the products

Product Concept Design - Past and Future
https://www.youtube.com/watch?v=BogWcHpy02Y
Concept Generation: Three Issues

What existing concepts might be adapted for

our application?
What new concepts might satisfy our key
customer needs and specifications?
What methods can be used to facilitate the
generation of concepts?
The Art of Innovation
https://www.youtube.com/watch?v=Mtjatz9r-Vc – Guy Kawasaki
Concepts Generation Process
▪ Clarify the problem
▪ Problem Decomposition
▪ Search externally
▪ Lead Users
▪ Experts
▪ Patents
▪ Literature
▪ Benchmarking
▪ Search internally
▪ Individual Methods
▪ Group Methods
▪ Explore Systematically
▪ Classification Tree
▪ Combination Table
▪ Reflect on the Process
Concept Generation Example:
Power Nailer

To design a better hand-held nailer

Clarify the Problem
Key customer needs
- The nailer inserts nails in rapid succession
- The nailer fits into tight spaces
- The nailer is lightweight
- The nailer has no noticeable nailing delay after
tripping the tool
Clarify the Problem
Key customer needs translated into metrics & target
values (product specifications):
- Nail lengths from 50 to 75 mm
- Maximum nailing energy of 80 joules/nail
- Nailing force up to 2,000 newton
- Peak nailing rate of 1 nail/second
- Average nailing rate of 4 nails/minute
- Ability to insert nails between standard stud/joists (368
mm opening)
Product Functions
◼ Mapping customer needs to functional requirements.
◼ Concepts are then generated to fulfil these underlying
functional requirements.
◼ The process of mapping “needs” to “functions” then to
“concept” permits multiple solutions to be explored in
parallel.
◼ “If one generates one idea it will probably be a poor idea,
if one generates twenty ideas, one good idea might exist
for further development.”
Product Functions
◼ The purpose is to generate a list of the “functions” that
we intend our product to perform.
◼ Function states “what” the product must do, whereas the
form and structure (geometry, etc.) of the product
dictates the “how”.
◼ Emphasis is on “what” has to be achieved by a concept
◼ Functions provide a basis for organizing device or
system tasks and processes.
◼ Functions are often referred to as having a logical flow of
energy, material, or information.
Functional Decomposition
◼ Functions may be divided into flow of energy, flow of material, and
flow of information.
◼ The energy flow is related to the power necessary to perform
operations. The energy can be electrical, mechanical (force, torque),
or human (lifting, turning valves).
◼ The material flow refers to physical objects (e.g. pencils) that are
acted upon, or substances (e.g. fluids) that move through the system
to perform a function.
◼ The information flow involves the control system, sensors, and
signals from sensors and to actuators.
◼ In describing functions, use a Verb-Noun pairs - The verb describes
the function applied to the noun – e.g. remove material, locate
fastener, heat cylinder
◼ Subdivide a complex function into manageable sub-functions
◼ Generate new concepts for each sub-function
Clarify the Problem
Problem Decomposition

◼ Problem decomposition through the use of a function

diagram containing sub-functions connected by energy,
material and signal flows
◼ Step 1, Think of the device or product as a black box
 Clarify the Problem
Function Decomposition
Step 1

Step 2
Provide details
in the black
box

- each box contributing to what the total product or device will do….
Concepts Generation Process
▪ Clarify the problem
▪ Problem Decomposition
▪ Search externally
▪ Lead Users
▪ Experts
▪ Patents
▪ Literature
▪ Benchmarking
▪ Search internally
▪ Individual Methods
▪ Group Methods
▪ Explore Systematically
▪ Classification Tree
▪ Combination Table
▪ Reflect on the Process
4 simple ways to have a great idea
https://www.youtube.com/watch?v=mtn31hh6kU4
Search Externally:
Hints for Finding Related Solutions
◼ Lead Users
 benefit from improvement
 innovation source
◼ Benchmarking
 competitive products
◼ Experts
 technical experts
 experienced customers
◼ Patents
 search related inventions
◼ Literature
 technical journals
 trade literature
 Search Externally: Experts

◼ Experts in the field

-Within the company
- Other companies
(vendors)
◼ Faculty and researchers at
universities
◼ Others
Search Externally: Patents
◼ Three types of patents
 utility -- describes how a device or method
works - Generally most helpful
 design -- describes the look or form of a
device
 plant -- genetically engineered living things
◼ Web patent search sites
◼ Library
Search Externally: Literature
◼ Technical articles
- Technical journals
- Conference proceedings
- Database searches
- Trade magazines
- Machine design
- Popular Science
- etc.
◼ Others
Search Externally: Example
Bottle Opener
Search Externally: Example
Search Externally: Example
Search Externally: Others

Related/urelated products, hardware stores

Search Externally: Others

What do these products

have in common?

The train car

inspired the cam
design that closes
the battery door on
the Palm Treo Dock
Search Externally: Web
Concepts Generation Process
▪ Clarify the problem
▪ Problem Decomposition
▪ Search externally
▪ Lead Users
▪ Experts
▪ Patents
▪ Literature
▪ Benchmarking
▪ Search internally
▪ Individual Methods
▪ Group Methods
▪ Explore Systematically
▪ Classification Tree
▪ Combination Table
▪ Reflect on the Process
Search Internally
◼ Generate a Lot of Ideas
 Set quantitative goals
 Suspend judgment
 Infeasible ideas are welcome
◼ Use Stimuli
 Use graphical and physical media
 Use related stimuli (e.g. simple prototypes)
 Use unrelated stimuli make analogies
◼ Wish and Wonder
◼ Solve the Conflict
◼ Trade Ideas in a Group
How to Generate Original Ideas
- Brainstorming
https://www.youtube.com/watch?v=GLpZ6RZHyoM
Six Creative Ways To Brainstorm Ideas
https://www.youtube.com/watch?v=yAidvTKX6xM
SCAMPER: A CREATIVE THINKING
TECHNIQUE
https://www.youtube.com/watch?v=JEEoSj6DJ08
Concepts Generation Process
▪ Clarify the problem
▪ Problem Decomposition
▪ Search externally
▪ Lead Users
▪ Experts
▪ Patents
▪ Literature
▪ Benchmarking
▪ Search internally
▪ Individual Methods
▪ Group Methods
▪ Explore Systematically
▪ Classification Tree
▪ Combination Table
▪ Reflect on the Process
System Approach for Concept Generation
https://www.youtube.com/watch?v=MW2HQ8mgaDo
Concept Generation Example:
Power Nailer
Problem Decomposition: Function
Diagram
Sub-Function Solution Options

How do we synthesize
concept sub-function
solutions from problem
decomposition into
total product concept
solutions?
Synthesizing Sub-function Solutions
into Total Solutions
◼ Concept Classification Tree
◼ Concept Combination Table
◼ Others
Concept Classification Tree
Concept Classification Tree
◼ To explore various means for accomplishing critical sub-problems, concept
classification trees are used diversify different solutions.

• Each injection
requires a new
syringe which must be
loaded by the user.
• Loading can be
achieved by either
securing the syringe
with form or force-
fitting constraints.
Concept Classification Tree
Concept Combination Table
Problem Decomposition
Various options can be conceived to achieve each sub-function
Concepts Generation Process
▪ Clarify the problem
▪ Problem Decomposition
▪ Search externally
▪ Lead Users
▪ Experts
▪ Patents
▪ Literature
▪ Benchmarking
▪ Search internally
▪ Individual Methods
▪ Group Methods
▪ Explore Systematically
▪ Classification Tree
▪ Combination Table
▪ Reflect on the Process
Reflect on the Results and the
Process
◼ Is the team developing confidence that the total solution
space has been fully explored?
 Brainstorming
 Problem decomposition
◼ Systematic and structured

◼ Should we consider alternative function diagrams?

◼ Are there alternative ways to decompose the problem?
◼ Have external sources been thoroughly pursued?
◼ Have ideas from everyone been accepted for
consideration and integration into the process?
The Importance of Finding Good
Concepts
“A good concept is sometimes poorly
implemented…., but a poor concept can rarely be
manipulated to achieve success”
 Common Problems in Concept
Generation
◼ Failure to decompose the problem appropriately…
◼ Consideration of only one or two alternatives…
◼ Failure to consider concepts for related and unrelated products…
◼ Involvement of only one or two people in process…
◼ Ineffective integration of promising partial solutions…
◼ Failure to consider entire categories of solutions, (not being willing to
“think out of the box”)…
End