Concept Generation

1. Concept Generation UC Berkeley, ME Dept

2. Decompose the Product According to Functions Search for Solutions for each Product Functions Combine Solutions into Concept Variants 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 UC Berkeley, ME Dept

3. 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. UC Berkeley, ME Dept

4. Knowledge is Power– it leads to innovation Information Gathering UC Berkeley, ME Dept

5. 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. UC Berkeley, ME Dept

6. 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. UC Berkeley, ME Dept

7. Brainstorming UC Berkeley, ME Dept

8. Memory Map – the group leader is responsible for recording the brainstorming session Brainstorming UC Berkeley, ME Dept

9. Brainstorming Summarize the results of the brainstorming. UC Berkeley, ME Dept

10. 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? UC Berkeley, ME Dept

11. 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 a straight one? Can motion, form, shape, color, sound, odor be changed? • Combine Can we combine purposes? How about assortments? How about blending? UC Berkeley, ME Dept

12. 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? UC Berkeley, ME Dept

13. 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. • 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 functions with respect to the customer needs are considered. Guideline for 6-3-5 method UC Berkeley, ME Dept

14. Sketch and 6-3-5 methodBrain-writing • The three ideas are passed to the right. A certain time limit is set to add additional ideas and to modify or extend the ideas. This is done 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. UC Berkeley, ME Dept

15. Example of a 6-3-5 method Power screw driver UC Berkeley, ME Dept

16. Example of a 6-3-5 method UC Berkeley, ME Dept

17. 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). UC Berkeley, ME Dept

18. Dynamic force applied to a member Force = (mass)(acceleration) Change in length of a rod due to temperature change Change in length = α (change in temp.) length 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. UC Berkeley, ME Dept

19. Generating ideas from physical principles Example: Capacitive Parallel-plate system for sensing. C = A ε / d UC Berkeley, ME Dept

20. 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 UC Berkeley, ME Dept

21. 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 UC Berkeley, ME Dept

22. Generating ideas using classifying schemes To use a classification scheme, the design team should focus on the primary product functions. Example: Storing Energy UC Berkeley, ME Dept

23. 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. UC Berkeley, ME Dept

24. Generating concepts by implementing the Theory of Inventive Problem Solving (TIPS) • “Basic parametric advancement.” • “Change or rearrangement in configuration.” • “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. The first two are considered “routine design”, they do not exhibit significant innovations. UC Berkeley, ME Dept

25. Generalized Engineering Parameters for Describing Product Matrices UC Berkeley, ME Dept

26. TIPS’ Design Principles There are 40 “design principles” Principle of segmentation:Divide the object into independent parts that are easy to disassemble, increase the degree of segmentation as much as possible Principle of removal:Remove the necessary or disturbing part from the object. Principle of local quality:Change the object’s or environment’s structure from homogeneous to non-homogenous. Let different parts of the object carry different functions. UC Berkeley, ME Dept

27. TIPS’ Design Principles UC Berkeley, ME Dept

28. TIPS’ Design Principles UC Berkeley, ME Dept

29. Relationship Matrix The tables relate generalized engr. parameters to generalized solution principles. Each column and row represents generalized engr. Parameters, and the cell contents represents the suggested generalized solution principles. UC Berkeley, ME Dept

30. Relationship Matrix UC Berkeley, ME Dept

31. From table of engineering parameters, the conflict is with regard to force (#10) verses weight of moving object (#1). 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. UC Berkeley, ME Dept

32. Example using TIPS Using the relationship matrix table, TIPS principles “8, 1, 18, and 37” apply to the problem. Engineering parameter, #10 (force) Engineering parameter, #1 (weight) 8 1 18 37 UC Berkeley, ME Dept

33. Example using TIPS Principle #8 – consider adding a counterweight Principle #1 – divide the design into independent parts Principle #37 – consider thermal expansion Principle # 18 – consider adding vibration to the concept #8 suggests a levered counter weight. #1 suggests a foot-operated sandwich iron #37 suggests adding water spray #18 - mechanical vibration may be added with an eccentric weight that would increase the force into the clothing, while reducing the carrying weight of he iron. UC Berkeley, ME Dept

34. Summary of the TIPS Approach • Determine the conflict(s) in the design problem. • Determine the generalized engineering parameters. • Determine the intersection in the TIPS table for the numbers of the engineering parameters. • Read the principles that apply to help solve the problem. • Use the design principles to develop creative solutions to the conflict. UC Berkeley, ME Dept

35. Functional Decomposition Design an easily removable device that can keep water and mud off the rider of a mountain bike without interfering with the bike’s operation. UC Berkeley, ME Dept

36. Functional Decomposition UC Berkeley, ME Dept

37. Developing Concept for each Function UC Berkeley, ME Dept

38. Combine Solutions for each Function into Concept Variants UC Berkeley, ME Dept

39. Combine Solutions for each Function into Concept Variants UC Berkeley, ME Dept

40. Combine Solutions for each Function into Concept Variants Standard fender All variations are about attaching the fender to the bike UC Berkeley, ME Dept