Conceptual Design Engineering 11 Bruce Mayer, PE

Engineering 11

Conceptual

Design

Bruce Mayer, PE

Licensed Electrical & Mechanical Engineer

BMayer@ChabotCollege.edu

Bruce Mayer, PE

BMayer@ChabotCollege.edu • ENGR-11_Lec-03_Chp4_Concept_Design.ppt

Engineering-11: Engineering Design

1

OutLine



Concept Design

 What is a design concept?

 Clarifying functional requirements

 Generating design concepts

 Analyzing alternative designs

 Developing “product” alternatives

 Evaluating product alternatives

 Concept Design Review

 Information flow & storage

 Intellectual property protection


2

Bruce Mayer, PE


Prob Formulation



Concept

Customer

Needs

“Best”

Alternative

Concepts


3

Formulation

Concept

Design

Customer requirements

Importance weights

House of Quality

Engr. characteristics

Engr. Design Spec’s

Will Cover in 2nd

Half of

Course

Bruce Mayer, PE


Concept Design Flow

 The Concept Design is the first part of the design process after writing the

Design Specifications

 Conceptual Design is the intellectual exercise to generate ways implement the actual design goals.

Design Process

 This step is successful if we produce AT LEAST one feasible alternative to work with when we are done.


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Bruce Mayer, PE


Terms of the Trade

 Conceptual Design Process ≡

The generation of design alternatives or

Design Concepts and the supporting analysis to determine the feasibility of each alternative.

 Design Concept ≡ A design alternative that includes at least one physical principle and one abstract embodiment.


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Bruce Mayer, PE


Terms of the Trade

 Physical Principle ≡ A natural law or effect that produces a useable method of modifying a signal or device to produce a functional output.

• For example, the photoelectric effect is a physical principle that produces a current in proportion to the intensity of the incident light.

 Abstract Embodiment ≡ A diagram that shows the relative relationship between the actors in the design. It need not be to scale.


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Bruce Mayer, PE


Physical Principles

 Physical (Science) Principle Application is the CORE of all Physical Design

 Physical Principle ≡ the means by which some effect is caused

 Some Examples

 Conservation of

• Mass

• Energy

• Momentum

7

 Newton’s 3 Laws of

Motion


 Fick’s 2 Diffusion Laws

 Ohm’s Law

 Kirchoff’s Laws

 Bernoulli’s Law

 Gauss’ Law

Bruce Mayer, PE


Example



Terms of Trade

 The DECISION about the Physical

Principle Leads to the Embodiment

Design Element Physical Principle Abstract Embodiment

Energy

Generation

Data

Communications

Energy

Storage

PhotoElectric Effect

Nuclear Fission

Combustion

Radio Waves

Optical

Wire

ElectroChemical

Mechanical Motion

Solar Cell

Uranium Fueled Reactor

Coal-Fired Boiler

BlueTooth/WiFi

Laser & PhotoDetector

CoAx Cable

NiMH Battery

FlyWheel


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Bruce Mayer, PE


Disc Brake “Working Principle”

working geometry motion

(rotation) surface

(planar area) material

(solid) physical principle

(friction force caused by caliper clamping force)

Note: no sizes, only vague shape


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Bruce Mayer, PE


Physical Object ConCept Design



An Abstract Embodiment That

Includes

• Physical principle(s),

• Material(s) of Construction

• Object geometry →

Relative Sizes & Shapes



In This Case “Abstract” implies an

Imprecise or Broad Specification


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Bruce Mayer, PE


Decision-Making InPut/OutPut

Customer

Needs

Abstract

Embodiment

Physical Principles

Material

Geometry


11

Formulation

Concept

Design

Customer requirements

Importance weights

House of Quality

Engr. characteristics

Engr. Design Spec’s

Bruce Mayer, PE


ConCept Design GamePlan

 Major Goals for ConCept Design Phase

• Generate LOTS of feasible design concepts (i.e., alternatives)

• Somehow select the “ best ” one or two concepts

 Is there a Process or Procedure we can follow to improve Odds of success?

• Consult the OverAll design process to guide us through the Concept design


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Bruce Mayer, PE


no

Engineering

Design

Specification

Concept Design

Clarify

Functions

Activity Analysis

Decomposition Diagrams

Function Structures

Generate

Alternatives

Archives, People

Internet, Creative methods

Analyze

Feasible yes

?

Evaluate

1 st order calculations

Proof of concept tests

Bench test, Pilot plant

Will not violate laws of nature

Likely to satisfy “must” customer requirements

Likely to satisfy company requirements

Pugh’s Method

Weighted Rating Method

Best

Concept(s)


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Bruce Mayer, PE


Product Life



Customer View

 The Owner of a Physical Product

Experiences Time-Phases

1. RampUp = UnPak, SetUp, FireUp/TurnOn

2. Cruise (Productive Period) = Operate,

Maintain, Repair

3. WindDown = CoolDown/TurnOff,

TearDown, ReCycle, Discard

 Activity Analysis examines Customer

Actions during All three Phases of Life


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Bruce Mayer, PE


Use

Setup

Daily use

Replace blade

1. open package

2. examine shaver, cord, travel case, and cleaning brush

3. read instruction booklet (hopefully)

4. fill out warranty card

5. plug in shaver to charge batteries

6. put shaver, case, cord, brush in bathroom cabinet drawer

7. remove charged shaver from drawer

8. trim hair

9. shave face or legs

10. remove cutter blade cover

11. brush cutter blade

12. replace cover

13. repeat step 5.

14. store shaver in drawer

15. repeat steps 7-14 until blades need replacing

16. remove cutter blade cover

17. install new cutter blade

18. replace cutter cover

Daily use 19. repeat steps 7-13 until batteries need replacing

Replace batteries 20. install new rechargeable batteries

Daily use 21. repeat steps 17.-19. until shave becomes unrepairable

Retire Dispose of shaver 22. throw out shaver and auxiliaries; recycle Batteries


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Bruce Mayer, PE


Product Function DeComposition

 The Functional

Decomposition takes the design functional requirements and refines them into respective subfunctions.

 The functions are not broken down by expected physical embodiments but by similar operations.


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Bruce Mayer, PE


DeComp Example

 Drip Coffee Maker

• BreakDown by FUNCTION Performed make coffee

Store water, filter grounds


17 brew coffee boil water convert electricity to heat warm coffe control electricity e pot drip water on coffee conduct electricity

Bruce Mayer, PE


Fcn DeComp Diagram Utility

 Breaks down big functions into smaller basic subfunctions to improve our ability to “match” existing concepts to basic functions

 Fully understand customer requirements

(use & retire)

 Disconnect function from form

 Identify system boundaries

 Increase the potential for new combinations of SubFunctions


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Bruce Mayer, PE


Function Structure Diagram

 Shows All Significant InPuts & OutPuts

INPUT State OUTPUT State

Energy Energy

Material

Information

Control


19

Material

Information

Control

Bruce Mayer, PE


no

Engineering

Design

Specification

Generating Alternative

Design Concepts

Concept Design

Clarify

Functions




Generate

Alternatives

Archives, People


Analyze

Feasible yes

?

Evaluate







Pugh’s Method


Best

Concept(s)


20

Bruce Mayer, PE


Biggest Mistake

 The Biggest Mistake made by Design

Engineers

Making the FIRST Concept

Developed The ONLY

Concept Considered; i.e., the FAILURE to CONSIDER

MORE THAN ONE Design

Concept


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Bruce Mayer, PE


SubFunction & Concept No.s

 In Formulating the Design Problem we

Develop a List of Required

SubFunctions; e.g., SF

1

, SF

2

, SF

3

...SF

m

 For Each of the “m” SF’s we develop “n”

Design Concepts to implement the fcn

• e.g., We Generate 4 concepts for SF

7

 C ij

Concept-Numbering Notation

• i ≡ SF No.

j ≡ ConCept No.

• Concept No.s for SF

7

 {C

71

, C

72

, C

72

, C

74

}


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Bruce Mayer, PE


Generating Alternatives

 ALL the “m” SF’s must be realized

 Each SF has “n” Design Alternatives

 The TOTAL possible number of individual Concept Combinations that meet the requirements for the ENTIRE

Product is the Total Number of Design

A

Alternatives, A :

 n

1

 n

2

 n

3

 n m



2

 n m



1

 n m


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Bruce Mayer, PE


Example



Design MiniBike

 The SubFunctions

• SF

1

≡ Transmit Power from the Engine to the Rear Wheel

– 3 Concepts: Chain, Belt, Shaft

• SF

2

≡ Brakes to Stop Bike Motion

– 2 Concepts: Disc, Drum

• SF

3

≡ Method to Steer Bike

– 3 Concepts: HandleBar, Steering Wheel,

Electronic JoyStick


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Bruce Mayer, PE


SF/Concept Matrics

 Summarize the Design Alternative

Combinations in Matrix Form

Alternative Concepts

1 2 3

1 Transmit Chain

2 Brake Disc

Belt

Drum

Shaft

3 Steer HandleBar Wheel JoyStick

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 The Total Number of Design Alternatives

A

 n

1

 n

2

 n

3



3



2



3



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Bruce Mayer, PE Engineering-11: Engineering Design


Listing Alternatives

 The “MorphoLogical” Matrix

1 Transmit

2 Brake

3 Steer


1 2 3

C

13

C

11

C

21

C

31

C

12

C

22

C

32

C

33

 A Design Alternative is Constructed by

Selecting ONE of the C ij from Each Row


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Bruce Mayer, PE


Example



Alternatives

 Consider Two Possible Bike Designs


1 2 3

1 Transmit Chain

2 Brake Disc

3 Steer

Belt

Drum

Shaft

HandleBar Wheel JoyStick

1 Transmit

2 Brake

3 Steer


1 2 3

C

13

C

11

C

21

C

31

C

12

C

22

C

32

C

33

 A

1

= Chain + Drum + Wheel

• Concept Notation: A

1

= C

11

, C

22

, C

32

 A

2

= Shaft + Disc + HandleBar

• Concept Notation: A

2

= C

13

, C

21

, C

31


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Bruce Mayer, PE


ConCept Generation

 Design teams use various strategies to generate Concepts that should meet the

SubFunction Design Requirements.

 This Process is also sometimes called synthesis .

 Use brainstorming, past experience, similar designs, “Google” searches,

WAG’s,“sleeping on it,” etc.

 This process may take some time!


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Bruce Mayer, PE


CG: Resources & Methods

 Consult Archives

• libraries (university, public, corporate)

• literature (handbooks, monographs, trade mag.s, journals, encyclop, DataBases)

 People



CoWorkers, Faculty, Sales

People, Consultants

 Internet Searches



General WWW,

US Patent office, Suppliers,

Professional Societies, etc.


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Bruce Mayer, PE


CG: Resources & Methods

 Analyze Existing Products

• similar or competitive products

• dissection, reverse engineering

 Creative Methods

• Brainstorming

• Method 635

• Synectics (analogy, fantasy, empathy, inversion)

• Checklists; e.g. Osborn’s List:

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– substitute, combine, adapt, magnify, minify put to other use, eliminate, rearrange, and reverse



Companies Surveyed

ABB Switzerland Ltd., Kühne &

Nagel, Georg Fischer, L’Oréal

Produit de Luxe, Adecco,

Clariant, Swiss Post,

Logitech, Nestlé, Credit

Suisse, Glencore, Winterthur,

Novartis, Migros, Danzas,

Group Holcim, Coop Syngenta,

Schindler Panalpina, Liebherr,

Swatch, Globus, Cosmos,

Lonza Group, Hilti, Tissot,

Manor, Bon Appétit Gruppe,

Saurer Gruppe, Serono,

Hotelplan, Unaxis Holding,

Siemens Building Technologies

AG, PubliGroupe – Consultas

SA


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Bruce Mayer, PE


BrainStorming (Fusion Design)


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Bruce Mayer, PE


no

Engineering

Design

Specification

Concept Analysis

Concept Design

Clarify

Functions




Generate

Alternatives

Archives, People


Analyze

Feasible yes

?

Evaluate







Pugh’s Method


Best

Concept(s)


33

Bruce Mayer, PE


Analyze ≡ “Predict” & “Screen”

 Analyze : use engineering analysis, simulation, bench testing, etc. to verify that the design concept does work to meet the specifications

 Goal: (Roughly) predict /estimate each alternative’s performance

 Some Predictive Tools

• 1 st order calcs. (back of the envelope)

• Proof of concepts (physical principle “tests”)

• “Fatal Flaw” Analysis


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Bruce Mayer, PE


Screen for Feasibility

 Feasibility Test : does the design analysis indicate that the design concept will meet the specifications and actually can be executed.

 Feasibility Questions

• Likely to function; i.e., will it work?

• Likely to satisfy customer requirements?

– Will customers BUY it?

• Likely to satisfy company requirements?

35

– Will it be PROFITABLE?

Engineering-11: Engineering Design Bruce Mayer, PE


no

Engineering

Design

Specification

Evaluate Alternatives

Concept Design

Clarify

Functions




Generate

Alternatives

Archives, People


Analyze

Feasible yes

?

Evaluate







Pugh’s Method

Weighted Rating Method

Best

Concept(s)


36

Bruce Mayer, PE


Concept Evaluation

 Once the design concepts are generated and evaluated for feasibility, the surviving concepts need to be evaluated to determine which one is “best.”

 How does one define “best”?

• One common method is to use the criteria for the design and weight the relative importance to determine “best.”

– Note: the designers must be careful not to “rig” the weighting to make a favorite come out “best”


37

Bruce Mayer, PE


Weighted Evaluation Method

 Select the evaluation criteria and place in column 1 of a matrix.

 Importance weights are assigned to each criterion and placed in column 2 of the matrix.

 The concepts to be evaluated are placed in subsequent columns of the matrix.

 Each concept is rates against the criteria and a score, or grade, of 0 to 4 is given. A 0 implies unsatisfactory performance while a 4 is implies very good performance.

 Each score is multiplied by the weighting factor and the scores are summed. Highest weighted score “wins.”


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Bruce Mayer, PE


Example



Data Comm Sys


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Bruce Mayer, PE


Example Evaluation Matrix

 Notice that functional requirements are not included because it is assumed that all design concepts meet the testable requirements (ALL are feasible).

 Often used for intangibles or more subjective criteria.

• Testable requirements with varying degrees of performance can also be included if desired


40

Bruce Mayer, PE


no

Engineering

Design

Specification

Concept Design

Clarify

Functions

Design Concept




Complete

Generate

Alternatives

Archives, People


Analyze

Feasible yes

?

Evaluate







Pugh’s Method


Best

Concept(s)


41

Bruce Mayer, PE


Information Management

 The ConCept Design Activities Tend to

Generate a LOT of Important Info

 photocopies of archival matter,

 printouts from the

Internet,

 vendor catalogs and data sheets,

 preliminary test results,

 first-order calculations,

 patent abstracts,

 minutes of meetings,

 concept sketches,

 concept screening sheets

 concept evaluation matrices

 expert interview notes


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Bruce Mayer, PE


Design Information Protection

 Is design “information” property?

 Whose property is it?

 Can it be protected?


43

Record?

Manage?

Protect?

what?

where ?

who?

when?

why?

Bruce Mayer, PE


Type of Property

 Real property

 land, buildings

 Personal/Company property

• Tangible  trucks, cellph’s, office equip.

• Intangible 

– contracts

– copyrights

– trademarks

– patents

– trade secrets


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Bruce Mayer, PE


Intellectual Property

 Contracts

• Definition ≡ A Written or Oral Agreement

Between Two Parties (People, Companies)

– Example: Non-DisClosure, Consulting

 CopyRight

• Definition ≡ Exclusive Right to Publication,

Production, or Sale of the Rights to a

Literary, Dramatic, Musical, or Artistic work

– Examples: Book, Sheet Music, Software,

ScreenPlay, PhotoGraph


45

Bruce Mayer, PE



 TradeMarks

• Definition ≡ A Symbol, Design, Word, or

Letter Used by a Manufacturer or Dealer to

Distinguish his Products from Those of

Competitors

46

– Examples: Windows, iPhone, Techron,

Sprite, HP,

DreamLiner,

Corvette, Tide,

Lipitor, Eskimo Pie, etc.



IP



“Trade Dress”

 Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another. (appearance)

47

 The trade dress of a product involves the "total image" and can include the color of the packaging, the configuration of goods, etc.

• Even the theme of a restaurant may be considered trade dress.

• Examples: Wonder Bread Packaging , the tray configuration for Healthy Choice frozen dinners, color scheme of Subway sub shops, Coke Bottle

Shape, 7-11 red/green store sign




 Patents

• Definition ≡ A Document

Granting Monopoly rights to

Produce or get Profit from an invention, process, or Design

– Examples:

 Utility Patents: XeroX Copying, Light

Bulb, Internal Combustion Engine,

InkJet Printer, Electric Drill, Torx Drive

 Process Patents: How to Make Teflon, Delrin, Penicillin

 Design Patents: Ornamental aspects of a Product such as Shape, Configuration, or Decoration


48

Bruce Mayer, PE



 Trade Secret

• Definition ≡ A Method used to Make a

Product That is Kept Secret by Company

Manufacturing the Product

• Examples

– “11 Herbs & Spices”

– “lo-k” Gate Material for Intel Transistors

– AutoCAD .dwg

File-Format


49

Bruce Mayer, PE


IP Protection Summary

Protects Length

Application

Required

Trade Secret formulas, recipes, processes indefinite no

Registration

Available no

Contract

Trademark

Copyright items specified graphical symbol or word literary, musical or artistic works length of contract

20 yrs renewable author’s life+70 yrs no no no no yes yes

Utility

Patent

Design

Patent function, process appearance

20 yrs

14 yrs yes yes yes yes

Costs some

$500>

$>350

$>30

$>1,100

$500>

50

© Bruce Mayer, PE



All Done for Today

Planer

Process

Patents

 Making “Flat” Transistors

 Jack Kilby vs. Robert Noyce


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Bruce Mayer, PE


Engineering 11

Appendix

Bruce Mayer, PE

Registered Electrical & Mechanical Engineer

BMayer@ChabotCollege.edu


52

Bruce Mayer, PE


Method 6-3-5 (Brain-Writing)

 The traditional brainstorming relies on verbal communications.

• Idea generation may be dominated by a small number of aggressive members.

 Guidelines for 6-3-5 method

 Team members are arranged around a circular table to provide continuity. Six (6) members are ideal.

 Each member sketches three (3) ideas for the product configuration or functions. Sketches should be the focus of this activity. The top five product functionswith respect to the customer needs are considered.


53

Bruce Mayer, PE



54

Bruce Mayer, PE


Conceptual Design Engineering 11 Bruce Mayer, PE

Engineering 11

Conceptual

Design

OutLine

Concept Design

Prob Formulation

Concept

Concept Design Flow

Terms of the Trade

Terms of the Trade

Physical Principles

Example

Terms of Trade

Disc Brake “Working Principle”

Physical Object ConCept Design

An Abstract Embodiment That

Includes

In This Case “Abstract” implies an

Imprecise or Broad Specification

Decision-Making InPut/OutPut

ConCept Design GamePlan

Product Life

Customer View

Product Function DeComposition

DeComp Example

Fcn DeComp Diagram Utility

Function Structure Diagram

Generating Alternative

Design Concepts

Biggest Mistake

Making the FIRST Concept

Developed The ONLY

Concept Considered; i.e., the FAILURE to CONSIDER

MORE THAN ONE Design

Concept

SubFunction & Concept No.s

Generating Alternatives

Example

Design MiniBike

SF/Concept Matrics

Listing Alternatives

Example

Alternatives

ConCept Generation

CG: Resources & Methods

CG: Resources & Methods

BrainStorming (Fusion Design)

Concept Analysis

Analyze ≡ “Predict” & “Screen”

Screen for Feasibility

Evaluate Alternatives

Concept Evaluation

Weighted Evaluation Method

Example

Data Comm Sys

Example Evaluation Matrix

Design Concept

Complete

Information Management

Design Information Protection

Type of Property

Intellectual Property

Intellectual Property

IP

“Trade Dress”

Intellectual Property

Intellectual Property

IP Protection Summary

All Done for Today

Planer

Process

Patents

Engineering 11

Appendix

Method 6-3-5 (Brain-Writing)

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