1. 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. ?
INFO FLOW DURING FORMULATION AND
CONCEPT DESIGN PHASES
FormulationCustomer Needs
Customer requirements
Importance weights
House of Quality
Eng. characteristics
Eng. Design Spec’s
Concept Design
“Best”
Alternative
Concepts
3. For slowing and stopping a spinning shaft?
Alternative Physical principle Abstract Embodiment
1 fluid friction fan blade on shaft
2 magnetic field re-generative brake
3 surface friction disk and caliper brake
WHAT IS AN ALTERNATIVE CONCEPT DESIGN?
For fastening sheets of paper?
Alternative Physical principle Abstract Embodiment
1 spring force paperclip
2 bent clamp staple
3 bendable clamp cotter pin
4 adhesion glue
4. PHYSICAL PRINCIPLE
Def. - the means by which some effect is caused
Conservation of energy Archimedes’ principle Ohm’s law
Conservation of mass Bernoulli’s law Ampere’s law
Conservation of momentum Boyle’s law Coulomb’s laws of electricity
Diffusion law Gauss’ law
Newton’s laws of motion Doppler effect Hall effect
Newton’s law of gravitation Joule-Thompson effect Photoelectric effect
Pascal’s principle Photovoltaic effect
Coriolis effect Siphon effect Piezoelectric effect
Coulomb friction Thermal expansion effect
Euler’s buckling law
Hooke’s law Newton’s law of viscosity
Poisson effect/ratio Newton’s law of cooling
Heat conduction
Heat convection
Heat radiation
5. (Pahl & Beitz, European community)
“WORKING PRINCIPLE” OF A DISC BRAKE
Note: no sizes, only vague shape
motion
(rotation)
physical principle
(friction force caused by
caliper clamping force)
material
(solid)
surface
(planar area)
working
geometry
7. INPUTS & OUTPUTS TO DECISION MAKING
?
Formulation
Customer Needs
Customer requirements
Importance weights
House of Quality
Eng. characteristics
Eng. Design Spec’s
Concept Design
Abstract embodiment
Physical principles
Material
Geometry
8. HOW DO WE PROCEED?
Need lots of feasible design concepts (i.e.
alternatives)
Need to select the “best” one or two
concepts
Is there a process that we can follow?
Can we use the overall design process to
guide us through the concept design phase?
9. DESIGN PROCESS DURING
CONCEPT DESIGN PHASE
Generate
Alternatives
Clarify
Functions
Analyze
Iteration
Will not violate laws of nature
Likely to satisfy “must” customer requirements
Likely to satisfy company requirements
Archives, People
Internet, Creative methods
Engineering
Design
Specification
1st order calculations
Proof of concept tests
Bench test, Pilot plant
Feasible
?
Best
Concept(s)
Pugh’s Method
Weighted Rating Method
Evaluate
Activity Analysis
Decomposition Diagrams
Function Structures
Concept Design
yes
no
11. CLARIFYING FUNCTIONAL REQUIREMENTS
ACTIVITY ANALYSIS METHOD
Use
Setup 1. open package
2. examine shaver, cord, travel case, and cleaning
brush,
3. read instruction booklet
4. fill out warranty card
5. plug in shaver to charge batteries
6. put shaver, case, cord, brush in bathroom cabinet
drawer
Daily use 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
Replace blade 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
12. CLARIFYING FUNCTIONAL REQUIREMENTS
FUNCTION DECOMPOSITION DIAGRAM METHOD
make
coffee
boil water
brew
coffee
warm
coffee pot
store
water, filter,
grounds
convert
electricity
to heat
drip water on
coffee
control electricity
conduct electricity
Remove? Combine? Reorganize?
13. SOME FUNCTIONS THAT PRODUCTS/PARTS PERFORM
amplify dissipate protect
change fasten release
channel heat rotate
collect hold separate
conduct increase store
control join supply
convert lift support
cool lower transform
decrease move translate
14. WHY PREPARE FUNCTION DECOMPOSITION
DIAGRAMS?
To breakdown 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
18. Generate
Alternatives
Clarify
Functions
Analyze
Iteration
Will not violate laws of nature
Likely to satisfy “must” customer requirements
Likely to satisfy company requirements
Archives, People
Internet, Creative methods
Engineering
Design
Specification
1st order calculations
Proof of concept tests
Bench test, Pilot plant
Feasible
?
Best
Concept(s)
Pugh’s Method
Weighted Rating Method
Evaluate
Activity Analysis
Decomposition Diagrams
Function Structures
Concept Design
yes
no
HOW DO WE DO GENERATE
ALTERNATIVE CONCEPT DESIGNS?
19. e.g. fasten papers a) flexible clamp, paperclip
b) bent clamp, staple
c) adhesion, glue
(Sub)Functional requirements Concept
SF1 {C11, C12}
SF2 {C21, C22, C23}
GENERATING ALTERNATIVE CONCEPTS
“match”
Generating = finding or creating “matches”
20. FINDING OR CREATING MATCHES
Archives
libraries (university, public, corporate)
literature (handbooks, monographs, trade mag.s, journals,
encyclop.)
People
coworkers, faculty, vendors, consultants
Internet
US Patent office, vendors, professional societies, etc
Existing products – similar or competitive products
dissection, reverse engineering
Creative methods
Brainstorming
Method 635
Synectics (analogies, fantasy, empathy, inversion)
Checklists (Osborn: substitute, combine, adapt, magnify, put to
other use, eliminate, rearrange, and reverse).
21. “DEVELOPING” GENERATED CONCEPTS
Alternative Concepts
1 2 3
Transmit Chain Belt Gearbox
Brake Disc Drum
Subfunctions
Steer Handlebar Control stick Fly-by- wire
E.g. mini bike
22. MORPHOLOGICAL MATRICES
Alternative Concepts
1 2 3 … n
SF1 C11 C12 C13 C1n
SF2 C21 C22 C23 C2n
SF3 C31 C32 C33 C3n
…
Subfunctions
SFm Cm1 Cm2 Cm3 Cmn
Alternative Concept design
1 {C11, C22 , C31…Cm2}
2 {C12, C23, C33 …Cm3}
Developing combinations of concepts into alternative product concept designs
23. SYSTEMATIC COMBINATIONS
Subfunction
Alternative Transmit Brake Steer
1 Chain Disc Handlebar
2 Chain Disc Control stick
3 Chain Disc Fly-by-wire
4 Chain Drum Handlebar
5 Chain Drum Control stick
6 Chain Drum Fly-by-wire
7 Belt Disc Handlebar
8 Belt Disc Control stick
9 Belt Disc Fly-by-wire
10 Belt Drum Handlebar
11 Belt Drum Control stick
12 Belt Drum Fly-by-wire
13 Gearbox Disc Handlebar
14 Gearbox Disc Control stick
15 Gearbox Disc Fly-by-wire
16 Gearbox Drum Handlebar
17 Gearbox Drum Control stick
18 Gearbox Drum Fly-by-wire
24. Clarify
Functions
Generate
Alternatives
Analyze
Iteration
Will not violate laws of nature
Likely to satisfy “must” customer requirements
Likely to satisfy company requirements
Archives, People
Internet, Creative methods
Engineering
Design
Specification
1st order calculations
Proof of concept tests
Bench test, Pilot plant
Feasible
Best
Concept(s)
Pugh’s Method
Weighted Rating Method
Evaluate
Activity Analysis
Decomposition Diagrams
Function Structures
Concept Design
yes
no
HOW DO WE DO WE
“ANALYZE” CONCEPTS?
25. ANALYZING = “PREDICTING” AND “SCREENING”)
(Roughly) predict / estimate each alternative’s
performance
1rst order calcs. (back of the envelope)
Proof of concepts (physical principle “tests”)
Bench top/pilot plant (subassembly/system tests)
Next step?
26. SCREEN ALTERNATIVES FOR FEASIBILITY
likely function (i.e.not violate laws of nature)?
likely satisfy customer requirements?
likely satisfy company requirements?
27. EVALUATING
Generate
Alternatives
Analyze
Iteration
Will not violate laws of nature
Likely to satisfy “must” customer requirements
Likely to satisfy company requirements
Archives, People
Internet, Creative methods
Engineering
Design
Specification
1st order calculations
Proof of concept tests
Bench test, Pilot plant
Feasible
Best
Concept(s)
Pugh’s Method
Weighted Rating Method
Evaluate
Activity Analysis
Decomposition Diagrams
Function Structures
Concept Design
yes
no
Clarify
Functions
28. WHAT DOES IT MEAN TO “EVALUATE” FEASIBLE
CONCEPT DESIGNS?
best alternative concept design
feasible concept designs
9
7
9
10
However: e-“valu”-ate = values? whose?
“evaluate”
29. PUGH’S EVALUATION METHOD
Concept Alternatives
Criteria Gears V-belts Chain
high efficiency + D +
high reliability + A +
low maintenance + T S
low cost - U -
light weight - M -
+ 3 NA 2
- 2 NA 2
S 0 NA 1
1. Select criteria,
2. Establish datum column,
3. Rate alternatives (+, -, S) against datum
4. Select best, or better alternatives
group discussion and decision
31. WEIGHTED RATING EVALUATION
METHOD
Concept Alternatives
gears v-belts chain
Criteria
Importance
Weight (%)
Rating
Weighted
Rating
Rating
Weighted
Rating
Rating
Weighted
Rating
high efficiency 30 4 1.20 2 0.60 3 0.90
high reliability 25 4 1.00 3 0.75 3 0.75
low maintenance 20 4 0.80 3 0.60 2 0.40
low cost 15 2 0.30 4 0.60 3 0.45
light weight 10 2 0.20 4 0.40 3 0.30
100 NA 3.50 NA 2.95 NA 2.80
Rating Value
Unsatisfactory 0
Just tolerable e 1
Adequate 2
Good 3
Very Good 4
best
method
32. Generate
Alternatives
Clarify
Functions
Analyze
Iteration
Will not violate laws of nature
Likely to satisfy “must” customer requirements
Likely to satisfy company requirements
Archives, People
Internet, Creative methods
Engineering
Design
Specification
1st order calculations
Proof of concept tests
Bench test, Pilot plant
Feasible
Best
Concept(s)
Pugh’s Method
Weighted Rating Method
Evaluate
Activity Analysis
Decomposition Diagrams
Function Structures
yes
no
CONCEPT DESIGN
33. INFORMATION FLOW & STORAGE
· 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
what?
where ?
who?
when?
why?
Record?
Manage?
Protect?
37. Def.:
Exclusive right to the publication,
production, or sale of the rights to a
literary, dramatic, musical, or artistic
work.
Examples:
book, sheet music, software,
dramas, sermons
COPYRIGHTS
38. Def.:
A symbol, design, word, or letter used
by a manufacturer or dealer to
distinguish his products from those of
his competitors.
Examples:
IBM, GE, XEROX, COKE, Pentium
TRADEMARKS
39. 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)
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 include the packaging for Wonder Bread, the
tray configuration for Healthy Choice frozen dinners, and
the color scheme of Subway sub shops.
(http://www.amerilawyer.com/trademark/tm_tradedress.htm)
40. TRADE DRESS EXAMPLES
Mc Donald’s happy meal- printed box
International House of Pancakes – blue roof
Seven-eleven – red/green store sign
41. Def.:
A document granting monopoly rights to
produce, use, sell or get profit from an
invention, process, plant(biological) or design.
Examples:
Utility patent - Xerox copying, Canon Laser engine,
household appliances, light bulbs, cameras.
Process patent - polymers such as Lexan, Rayon,
Delrin
Design patent - ornamental aspects of a product
such as shape, configuration, and/or any surface
decoration.
PATENTS
42. Def.:
A method used to make a product, that is
kept secret by the company manufacturing
the product.
Examples: Coca-Cola, Coors beer, other
food recipes
TRADE SECRET
43. PROTECTION SUMMARY
Protects Length
Application
Required
Registration
Available
Costs
Trade Secret
formulas, recipes,
processes
indefinite no no some
Contract items specified
length of
contract
no no $500>
Trademark
graphical symbol
or word
20 yrs
renewable
no yes $>350
Copyright
literary, musical
or artistic works
author’s
life+70 yrs
no yes $>30
Utility
Patent
function, process 20 yrs yes yes $>1,100
Design
Patent
appearance 14 yrs yes yes $500>
44. HOW WILL YOU PROTECT YOUR COMPANY’S
INTELLECTUAL PROPERTY?
Contract
Copyright tract
Trademark
Patent