Concept Generation

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Concept Generation
The underlying goal of concept generation is to
develop as many ideas as possible, the more the
better.
The process
Understanding the primary Customer Needs and
Engineering Specifications
Decompose the Product Functions
Search for Solutions for Product Functions
Combine Solutions into Concept Variants
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Concept Generation Basic Methods

• Intuitive Method
• Focuses on idea generation from within an
  individual or group of individuals. The intent
  is to remove barriers to divergent thinking and
  promote creative thinking (Brainstorming)
• Directed (Logical) Method
• A systematic, step-by-step approach to
  searching for a solution. It relies on technical
  information, guidelines and expertise.

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Information Gathering
Knowledge is Power it leads to innovation
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Brainstorming
An intuitive method of generating concepts.

• The overall goal is to obtain several concepts
  that might work.
• All team members are encouraged to be open and
  uninhabited during the early sessions.
• No need to adhere to product specifications,
  focus on the functional needs of the product.
• The primary advantage of brainstorming is the
  ability of set of individuals to collectively
  build on each other to generate new ideas that
  would not arise individually.

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Brainstorming
Some guidelines for brainstorming session

• Select a group leader, to prevent judgments and
  to encourage participation by all.
• Form the group with 5 to 15 people.
• Do not confine the group to experts in the area.
• Individuals could come to the session with a set
  of ideas.
• Limit the brainstorming to 45 minutes.
• Do not include bosses, managers or supervisors in
  the group.

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Brainstorming
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Brainstorming
Memory Map the group leader is responsible for
recording the brainstorming session
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Brainstorming
Summarize the results of the brainstorming.
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Brainstorming Idea Generators

• Make Analogies
• What analogies exist in nature? What analogous
  products exist? How do these products solve the
  same product functions?

• Wish and wonder
• What if ..?

• Sketch/use physical models
• What would an idea look like? How does this model
  satisfies the function? What can we change?

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Brainstorming Idea Generators

• Eliminate or minimize
• Can we remove a feature? What can we use to
  replace a feature? What if a feature were
  smaller? Could we divide it into two parts?
• Modify and magnify
• What can be made larger or extended? What can be
  exaggerated? What can add extra value? What can
  be duplicated? Convert a round section to
  straight? Can motion, form, shape, color, sound,
  odor be changed?
• Combine
• Can we combine purposes? How about assortments?
  How about blending?

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Brainstorming Idea Generators

• Reverse or rearrange
• Should we turn it around? Up instead of
  down?Consider it backwards? What other
  arrangements might be better? Interchange
  components? Do the unexpected?
• Substitute
• What can be substituted?
• Adapt
• What else is like this? What other ideas this
  suggest? What could we copy?

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Sketch and 6-3-5 methodBrain-writing
The traditional brainstorming relies on verbal
communications. Idea generation may be dominated
by a small number of aggressive members.
Guideline for 6-3-5 method

• Team members are arranged around a circular table
  to provide continuity. Six (6) members are ideal.
• Each member sketches and describes three (3)
  ideas for the product configuration or functions.
  Sketches should be the focus of this activity.
  Usually the top five product functions with
  respect to the customer needs are considered.

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Sketch and 6-3-5 methodBrain-writing

• After each member is finished sketching the three
  ideas, the paper is passed to the right around
  the table. The team members now have a certain
  time limit to add additional ideas and to modify
  or extend the ideas from the previous team
  members. This will continue for five (5) rounds.
• No verbal communication until a round is
  completed.
• Traditional brainstorming may be implemented
  after a few rounds of 6-5-3 sessions.
• The focus of the modifications during the passing
  of ideas should be on advancing the ideas, not on
  negative criticism.

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Example of a 6-3-5 method
Power screw driver
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Example of a 6-3-5 method
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Concept Generation Advanced Methods
Directed-search or logical concept generation
methods are used to develop ideas in a
step-by-step comprehensive fashion.

• Generating ideas from physical principles.
• Generating ideas using classifying schemes.
• Generating concepts by implementing the Theory of
  Inventive Problem Solving (TIPS).

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Generating ideas from physical principles
State possible physical principles that can
govern the product function. If a known physical
effect can be described by a known equation with
independent variables, then these variables can
be changed to generate different concepts.
Change in length of a rod due temperature
change. Change in length a (change in temp.) x
length Dynamic force applied to a member. Force
mass x acceleration
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Generating ideas from physical principles
Example Capacitive Parallel-plate system for
sensing. C A e / d
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Generating ideas using classifying schemes
Classifying schemes are categories of high-level
physical principles or geometry. They help in
developing concepts that may not have been
considered in a purely intuitive approach.

• Motion
• Type Stationary, translational, rotational
• Nature Uniform, non-uniform, oscillating
• Planar, three dimensional
• Number one, several, composite motion
• Basic material properties
• State Solid, liquid, gaseous
• Behavior Rigid, elastic, viscous
• Form Solid bodies, powder, grains

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Generating ideas using classifying schemes

• Basic structural properties
• Joints rigid, rotational, sliding
• Alignment horizontal, vertical, angled, truss
• Loading conditions tension, compression,
  bending, torsion
• Geometry
• Size small, large, narrow, tall, low
• Shape cylindrical, cone, cube, sphere
• Position Axial, radial, tangential, vertical

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Generating ideas using classifying schemes
To use a classification scheme, the design team
should focus on the primary product functions.
Example
Storing
energy
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Generating concepts by implementing the Theory of
Inventive Problem Solving (TIPS).
The theory was developed by discovering that
patterns exist in patents. Originally by
Altshuller in late 1940s and revised by Domb and
Slocum, 1998.
After studying millions of patents, it was
discovered that patents fall into five categories.
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Generating concepts by implementing the Theory of
Inventive Problem Solving (TIPS).

• Basic parametric advancement.
• Change or rearrangement in configuration.
• The first two are considered routine design
• Identifying conflicts and solving them with
  known physical principles.
• Identifying new principles.
• Identifying new product functions and solving
  them with known or new principles.
• The last three categories represent designs
  that include inventive solutions.

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Generalized Engineering Parameters for Describing
Product Matrices
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TIPS Design Principles
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TIPS Design Principles
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Relationship Matrix
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Relationship Matrix
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Example using TIPS
Consider the evolution of the iron product for
smoothing wrinkles from clothing. An important
function of an iron is to transfer force to the
clothing to remove wrinkles. It is equally
important that it should reduce the force on the
user (comfortable use). The conflict is that we
want a heavy iron to remove wrinkles but we do
not want a heavy iron due to the impact on
ergonomics. From table of engineering
parameters, the conflict is with regard to force
(10) verses weight of moving object (1). Using
the relationship matrix table, TIPS principles
8, 1, 37, and 18 apply to the problem.
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Example using TIPS
Principle 8 consider adding a
counterweight Principle 1 divide the design
into independent parts. Principle 37 consider
adding vibration to the concept Principle 18
consider thermal expansion.
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Functional Decomposition
Design an easily removable device that can keep
water and mud off the rider of a mountain bike
without interfering with the bikes operation.
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Functional Decomposition