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

?

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

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

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

(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

DESIGN CONCEPT

Definition:

abstract embodiment of:

physical principle,

material, and

geometry.

Surfaces, motion

Purposefully vague

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

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?

DESIGN PROCESS DURING

CONCEPT DESIGN PHASE

Generate

Alternatives

Clarify

Functions

Analyze

Iter

atio

n

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

CUSTOMER ACTIVITIES

Use set up

operate

maintain

repair

Retire take down

disassemble

recycle

dispose

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

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?

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

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

FUNCTION STRUCTURE DIAGRAMS

SHOW ALL INPUTS AND OUTPUTS

Function

Energy

Material

Signal

Energy

Material

Signal

State 1 State 2

EXAMPLE

EXAMPLE

Generate

Alternatives

Clarify

Functions

Analyze

Iter

atio

n

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?

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”

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).

“DEVELOPING” GENERATED CONCEPTS

Alternative Concepts

1 2 3

Transmit Chain Belt Gearbox

Brake Disc Drum

Su

b f

un

cti

on

s

Steer Handlebar Control stick Fly-by- wire

E.g. mini bike

MORPHOLOGICAL MATRICES

Alternative Concepts

1 2 3 … n

SF1 C11 C12 C13 C1n

SF2 C21 C22 C23 C2n

SF3 C31 C32 C33 C3n

…

Su

bfu

nct

ion

s

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

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

Clarify

Functions

Generate

Alternatives

Analyze

Iter

atio

n

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 MethodEvaluate

Activity Analysis

Decomposition Diagrams

Function Structures

Concept Design

yes

no

HOW DO WE DO WE

“ANALYZE” CONCEPTS?

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?

SCREEN ALTERNATIVES FOR FEASIBILITY

likely function (i.e.not violate laws of nature)?

likely satisfy customer requirements?

likely satisfy company requirements?

EVALUATING

Generate

Alternatives

Analyze

Iter

atio

n

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 MethodEvaluate

Activity Analysis

Decomposition Diagrams

Function Structures

Concept Design

yes

no

Clarify

Functions

WHAT DOES IT MEAN TO “EVALUATE” FEASIBLE

CONCEPT DESIGNS?

best alternative concept design

feasible concept designs

97

910

However: e-“valu”-ate = values? whose?

“evaluate”

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

MODIFIED PUGH’S METHOD

Concept

Alternatives

Criteria Importance

Wt. (%) Gears

V-

belts Chain

high efficiency 30 + D +

high reliability 25 + A +

low

maintenance

20 + T S

low cost 15 - U -

light weight 10 - M -

100 + 75 NA 55 - 25 NA 25 S 0 NA 20

Add new column

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

Generate

Alternatives

Clarify

Functions

Analyze

Iter

atio

n

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 MethodEvaluate

Activity Analysis

Decomposition Diagrams

Function Structures

yes

no

CONCEPT DESIGN

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?

DESIGN INFORMATION PROTECTION?

Is design “information” property?

Whose property is it?

Can it be protected?

TYPES OF PROPERTY

Real property – land, buildings

Personal property

Tangible – trucks, machines, office equip.

Intangible -

contracts

copyrights

trademarks

patents

trade secrets

CONTRACTS

Def.:

Written/oral agreement between two parties.

Examples:

Non-disclosure, confidentiality agreements

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

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

TRADE DRESS

Trade Dress is a distinctive, nonfunctional feature, whichdistinguishes a merchant's or manufacturer's goods orservices from those of another. (appearance)

The trade dress of a product involves the "total image"and can include the color of the packaging, theconfiguration of goods, etc... Even the theme of arestaurant may be considered trade dress.

Examples include the packaging for Wonder Bread, thetray configuration for Healthy Choice frozen dinners, andthe color scheme of Subway sub shops.

(http://www.amerilawyer.com/trademark/tm_tradedress.htm)

TRADE DRESS EXAMPLES

Mc Donald’s happy meal- printed box

International House of Pancakes – blue roof

Seven-eleven – red/green store sign

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

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

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>

HOW WILL YOU PROTECT YOUR COMPANY’S

INTELLECTUAL PROPERTY?

Contract

Copyright tract

Trademark

Patent

SUMMARY

Clarify functional requirementsActivity analysis methodFunction decomposition diagram methodFunction/structure diagram method

Generate alternatives (by finding/creating)Finding

Archives, People, Internet, Existing ProductsCreating

Brainstorming, Method 635, Synectics, Checklists

Analyzing alternative designs Evaluate – Pugh’s, weighted rating methods Information flow & storage Intellectual property protection