Challenges in Concept
Development, Selection and
Design Detailing
ir. André Liem
Associate Professor
Department of Product Design
Rom: 344
Tel:
+47 73 59 01 22
Fax:
+47 73 59 01 10
Mobile:
+47 907 74 215
E-mail:
andre.liem@ntnu.no
Copyright © André Liem
February 2008
Agenda
•
•
•
•
Concept Development Versus Idea Generation?
Iterative Divergent and Convergent Thinking
Idea Development & Conceptualisation within the Context of the
Design Process
Concept Generation and Detailing
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–
–
–
–
•
Concept Testing and Selection
–
–
–
–
•
Form Development & Detailing
Ergonomic & Mechanical Studies
Dimension Drawings, Exploded / Section Views
Cost estimation
Presentation drawings / Renderings
Selection of Requirements for Testing
Determining Weight Factors for Requirements
Arguing Performance of Concepts on Individual Requirements
Interpreting the Overall Concepts Scores
Further Development and Refinement of Selected Concept
Copyright © André Liem
Concept Development Versus Idea
Generation
The difference between an idea and concept is that,
varying from a partial to a more complete solution to the
design problem, ideas are a much looser attempt to solve a
problem, whereas a Concept is an embodiment of a
complete and feasible solution towards the design problem.
Idea
Possible / Impossible
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Concept
Feasible
Global
Detailed
Specific
All Encompassing / Holistic
What is a concept?
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What is a Concept?
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The Systematic Process of Iterative Divergent and
Convergent Thinking in Idea and Concept Development
Informal
Formal
Track of
Designer’s
Attention
Idea
generation
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Development
of Design
Directions
Idea
Generation
and
Investigation
Concept
Development
& Detailing
3 Design
Concepts
31/03
Design Problem
Divergent
Thinking
Many Alternatives and Many New Ideas
Convergent
Thinking
Selected Solution = New Problem
Divergent
Thinking
Many Alternatives and Many New Ideas
Convergent
Thinking
Improved Solution = New Problem
CONCEPTS
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Idea Development & Conceptualisation within the Context of the Design Process
DESIGN BRIEF & ORIENTATION
Orientation Stage
RESEARCH & ANALYSIS
PROBLEM DEFINITION
PROGRAMME OF REQUIREMENTS
Information Stage
PRINCIPLE SOLUTIONS
IDEA GENERATION
CONCEPTUALISATION
CONCEPT TESTING & SELECTION
Conceptualisation Stage
CONCEPT DETAILING & REFINEMENT
3-D VISUALISATION / PROTOTYPE DEVELOPMENT
DEVELOPMENT OF ENGINEERING DRAWINGS
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Materialisation Stage
Managing Concept Generation & Detailing
•
•
•
Reflect concepts against Problem Definition and
Program of Requirements
Make sure that concepts have solved the problems
surfaced in the Problem Definition by meeting the
requirements .
Adjust requirements where necessary (if they are not
realistic).
REQUIREMENT
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CONCEPT
Concept Generation & Detailing
Technology
( Materials,
Manufacturing,
Strength)
Usability:
Ease of Use, Safety
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Marketability:
Price , Appeal
Form
(Shape Colour and
Texture)
Form Development & Detailing
• Geometry,
Proportions and
Positioning
• Form and Function
• Form and Emotion
• Form Family and
Hierarchy
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Proportion Studies
a
b
c
a:b:c=?
b
a
a
a
b
b
e
d
c
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c
c
In relation to the dimensions of the product the overall
form has changed
P95 Female
P5 Female
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ding
n
e
t
Is ex er the
ev
the l t way?
c
corre
Color and Texture Studies
(One or two A-3 per Concept)
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Ergonomic Studies
Based on a User’s Process
In relation to the dimensions of the product
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Ergonomic Studies
The Product need to be verified
from various angles and where
applicable with multiple users
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Ergonomic Studies
A slightly more presentable form
of ergonomic exploration and
verification
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Mechanical Studies
Case Study: Push Cart
F
F
F
F
F
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F
What are E and I?
F
б=F/A
ε=∆l/l
б=E x ε
F
l
Ф
F
f
Ф
Ф=(F x l²) / (2 x E x I)
F
Copyright © André Liem
l
f=(F x l³) / (3 x E x I)
Imagine a fully loaded Trolley
q
Ф=(q x l³) / (6 x E x I)
4
f=(q x l ) / (8 x E x I)
l
q
f
l
Ф
q
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Torsion?
A
2.F.l=TxΦ
t
τ = T / (2 tmin . Ac )
Φ
r
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l
G . Φ . r = T / (2 tmin . Ac )
F
G = E / 2 . (1 +v)
Dimension Drawings
Example : Backpack
Concepts should
be precisely
drawn on scale
350
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750
300
Technical Development of Concepts
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Technical Development of Concepts
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Technical Development of Concepts
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Exploded or Section Views
Exploded and section views are visualisations, which provide an
understanding how elements are constructed and assembled
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Cost Estimation
Based on parts illustrated in the exploded view
Rule of thumb:
Material Costs
Labour Costs
Tooling and Machine
Costs
Distribution
Profit
Determining Material costs is a straight forward process:
• Measure length of tube profile used
• Add 5 – 10% wastage
• Multiply with the price per foot or
meter length
• Determine discount based on
purchased quantity
• Do the same for seat, wheels,
handle, etc.
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Presentation / Rendering
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Presentation / Rendering
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In Summary; How should a concept be presented?
Ergonomic Studies
Form, Color and
Texture Studies
Cost Estimation
Presentation
Drawing / Rendering
Exploded / Section Views
(Showing the Technical
Development of Concepts)
Dimension Drawings
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Mechanical
Feasibility Studies
Concept Testing and Selection
DESIGN BRIEF & ORIENTATION
Orientation Stage
RESEARCH & ANALYSIS
PROBLEM DEFINITION
PROGRAMME OF REQUIREMENTS
Information Stage
PRINCIPLE SOLUTIONS
IDEA GENERATION
CONCEPTUALISATION
Conceptualisation Stage
CONCEPT TESTING & SELECTION
CONCEPT DETAILING & REFINEMENT
3-D VISUALISATION / PROTOTYPE DEVELOPMENT
DEVELOPMENT OF ENGINEERING DRAWINGS
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Materialisation Stage
Formulating Requirements
A Program of Requirements should be detailed in
such a way, that measurements, weights, prices
and materials are known before testing.
Difficult problem: contradictive requirements.
•
•
•
•
Which requirements are essential and can not
be compromised.
Which requirements can be compromised.
Which of the requirements to choose.
The most important thing is that contradictions
between requirements must be solved.
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Why must a Program of Requirements be so
detailed?
Where possible it is essential to incorporate minimum and / or maximum
values into requirements. In the Concept Testing and Selection stage,
these values will be used as a relative benchmark to evaluate the scores
allocated to each individual concept.
EXAMPLE:
Requirement: The furniture should weigh less than 2.5kg
when transported.
Rating:
1, (does not meet requirements at all ) – 5,
(meets requirement very well)
Performance of each of the three concepts, pertaining weight:
Concept A weighs 2.3kg
Concept B weighs 3.5kg
Concept C weighs 1.5kg
Copyright © André Liem
If there was no maximum value of 2.5kg, the concepts
may be rated as follows, according to their relative
weights:
Concepts:
Rating:
• Concept A weighs 2.3kg
3
• Concept B weighs 3.0kg
2
• Concept C weighs 1.5kg
5
Adding a maximum value of 2.5, which is usually determined
by research or detailed information gathering, conveys a
certain seriousness to the designer.
Concepts:
Rating:
• Concept A weighs 2.3kg
4
• Concept B weighs 3.0kg
1
• Concept C weighs 1.5kg
5
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Making Requirements Ready for Testing
• Re-evaluating the Program of Requirements
•
Adjusting
•
Addition
•
Elimination
• Determining Discriminating Requirements
• Determining a Weight Factor for each
Requirement
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Re-evaluating Program of Requirements
Example Shopping Trolley:
The height of the trolley should not exceed more than 1500mm
1400mm
The interface for maneuvering the trolley should not have sharp edges
and easy to grip by the P5-Female
Exclusive standard parts, such as wheels and fastenings, the trolley
should not comprise of more than 4 parts
Each trolley should be assembled within less than 3 minutes using basic hand tools
S$20.00
The selling price of the trolley should not exceed S$25.00
The trolley should be flat-packed not exceeding (650x1500x80 mm) for transportation
and storage purposes
The trolley should have cooling facilities to keep the shopping below 20
degrees for a period of 1 hour
The trolley should allow for compartmentalisation to separate dry and
wet food
The weight of the trolley, excluding content must not exceed 2KG
The width of the trolley should not exceed 600mm
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Determining Discriminating Requirements
Example Shopping Trolley:
The height of the trolley should not exceed more than 1500mm
The interface for maneuvering the trolley should not have
sharp edges and easy to grip by the P5-Female
Exclusive standard parts, such as wheels and fastenings,
the trolley should not comprise of more than 4 parts
Each trolley should be assembled within less than 3 minutes using
basic hand tools
The selling price of the trolley should not exceed S$25.00
The trolley should be flat-packed not exceeding
(650x1500x80 mm) for transportation and storage purposes
The weight of the trolley, excluding content must not exceed 2KG
The width of the trolley should not exceed 600mm
Copyright © André Liem
Determining Weight Factors for Requirements
Example Shopping Trolley:
A) The height of the trolley should not exceed more than 1500mm
B) Exclusive standard parts, such as wheels and fastenings, the trolley should not
comprise of more than 4 parts
C) Each trolley should be assembled within less than 3 minutes using basic hand tools
D) The selling price of the trolley should not exceed S$25.00
E) The trolley should be flat-packed not exceeding (650x1500x80 mm) for transportation and
storage purposes
F) The width of the trolley should not exceed 600mm
Requirements
A
B
C
D
E
F
Row Totals
A
-
1
0
0
1
0
2
B
0
-
1
0
1
0
2
C
1
0
-
0
0
0
1
D
1
1
1
-
1
0
4
E
0
0
1
0
-
0
1
F
1
1
1
1
1
-
5
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Concept Testing and Selection
• Determining the Performance of Each Concept
through Scores
• Substantiating the Scores through Arguments
• Compiling Scores for each Concept
• Substantiating and Defending Concept Selection
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Determining Performance of Concepts
Example Shopping Trolley:
Program of Requirements
A) The height of the trolley should not
exceed more than 1500mm
B) Exclusive standard parts, such as
wheels and fastenings, the trolley should
not comprise of more than 4 parts
C) Each trolley should be assembled
within less than 3 minutes using basic
hand tools
1 = Insufficient
2 = Fair
3 = Good
4 = Very Good
5 = Excellent
Concept
A
Concept
B
Concept
C
Weight
Factor
2
4
1
2
4
Concept
A is3made out2 of 3 main2
parts, while Concept B and C
comprise respectively of 4 and 5
parts
5
4
1
1
D) The selling price of the trolley should
not exceed S$25.00
4
5
2
4
E) The trolley should be flat-packed not
exceeding (650x1500x80 mm) for
transportation and storage purposes
4
3
2
1
F) The width of the trolley should not
exceed 600mm
4
4
3
5
Total Scores per Concept
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57
61
32
Substantiating and Defending Concept Selection
Example Shopping Trolley:
Program of Requirements
Concept
A
Concept
B
Concep
tC
Weight
Factor
A) The height of the trolley should not exceed more
than 1500mm
2
4
1
2
B) Exclusive standard parts, such as wheels and
fastenings, the trolley should not comprise of more
than 4 parts
4
3
2
2
C) Each trolley should be assembled within less
than 3 minutes using basic hand tools
5
4
1
1
D) The selling price of the trolley should not exceed
S$25.00
4
5
2
4
E) The trolley should be flat-packed not exceeding
(650x1500x80 mm) for transportation and storage
purposes
4
3
2
1
F) The width of the trolley should not exceed
600mm
4
4
3
5
57
61
32
Total Scores per Concept
For example, when two concepts are very close in
terms of scores, the designer should be careful not
to automatically chose the one with the highest
scores
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You may re-focus on the most
important requirements
You may combine the two concepts
Further Development and Refinement of
Selected Concept
Chosen Concept
(Derived from
Concept
Selection)
Final
Concept
Detailing and Refinement of Selected Concept
Materialisation and Prototyping
Cost-Technical Integration and Documentation
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DESIGN BRIEF & ORIENTATION
Orientation Stage
RESEARCH & ANALYSIS
PROBLEM DEFINITION
PROGRAMME OF REQUIREMENTS
Information Stage
PRINCIPLE SOLUTIONS
IDEA GENERATION
CONCEPTUALISATION
CONCEPT TESTING & SELECTION
Conceptualisation Stage
CONCEPT DETAILING & REFINEMENT
3-D VISUALISATION / PROTOTYPE DEVELOPMENT
DEVELOPMENT OF ENGINEERING DRAWINGS
Copyright © André Liem
Materialisation Stage
Focus for Detailing
Technology
( Materials and Manufacturing)
Usability:
Ease of Use, Safety
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Marketability and
Costing
Form
(Shape Colour and Texture)
Form Detailing
What is the main problem with form development?
Not being critical towards details, such as surface
transformations, lines, geometry and colour!
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Form Detailing
a
b
c
Form and Proportion Studies
a:b:c=?
b
a
a
a
b
b
e
d
c
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c
c
Form Detailing
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Form Detailing
Example: Barbecue
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Tr
ol
le
y
Color and Texture Refinements
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Trolley
Each colour comes in
different shades and tones
Color and Texture Refinements
Example:
Electrical
Toothbrush
What about
transparency
and
translucency?
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A dilemma between form and manufacturability
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A dilemma between form and manufacturability
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Expanding the
choice through
customisation
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CASE STUDY Line work: Infinity Prelude MTS Loudspeaker
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CASE STUDY Form Detailing: Labtech Desk Microphones Verse 504 / 514
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CASE STUDY Form Detailing: Labtech Desk Microphones Verse 504 / 514
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CASE STUDY Form Detailing: Labtech Desk Microphones Verse 504 / 514
Copyright © André Liem
CASE STUDY Form Detailing: Labtech Desk Microphones Verse 504 / 514
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Further Development and
Refinement of Selected Concept
Technology
( Materials and
Manufacturing)
Usability:
Ease of Use, Safety
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Marketability and
Costing
Form
(Shape Colour and
Texture)
Technology
( Materials and Manufacturing)
Material Selection: Trolley Frame (Part 01) / Trolley Basket (Part 02)
Material
Characteristics
Aluminium
Mild
Steel
Stainless
Steel
PVC Thermoplast
PC PolyCarbonate
Price
01
Manufacturability
02
Environmental
Friendliness
1
Strength
• Jim Lesko: Materials and
Manufacturing Guide; Industrial
Design
Stiffness
Assembly and
Connectivity
TOTAL
PERFORMANCE
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2
1 = Insufficient
2 = Fair
3 = Good
4 = Very Good
5 = Excellent
Detailed Exploded View
(for Selected Concept)
Example:
Exploded views are visualisations, which give
an understanding how individual elements are
constructed and assembled
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Presentation Drawings Using Markers
A sectional cut to show the
internal relationships
between components
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Presentation / Rendering (CAID/ CAD)
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