Conceptual Design
Agenda
(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.
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 issues
Can we deliver the product to meet the required specs?
(b) Legal issues
Will there be legal problems (patents, copyrights etc.)?
How to check for existing patents ?
All US patents www.uspto.gov
Soviet patents: Invention Machine (www.invention-machine.com) [TRIZ]
STEP 2. Evaluate if a concept is worth developing..
(c) Sales/Market analysis issues
Is there sufficient demand? What is the competition?
(d) Financial issues
Can we produce it profitably?
(e) Business issues
Do 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.…
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
Comfort
Example: Mobile phone
small buttons, too close  dialing problems
Example: 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 that
have no affect on the functionality, but affect the looks
and 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, f = Limi  ∞ (Fib(i) / Fib( i – 1) ≈ 1.618
Note: (f + 1)/f = f
Fibonacci spiral and a Nautilus
STEP X. Styling..
f
ratio: ff
 fff
ff
f
ratio:
fff
ff
ratio:

f
Nesting property of Fibonacci rectangles
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-rotational
STEP X. Styling…..
Symmetry in design:
Which belt is more pleasing ?
STEP X. Styling…..
Social, Cultural, and Psychological effects
Culture
Fashion
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
Spoilers
Toyota Camry
Honda civic