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CONCEPT DEVELOPMENT: Product and Target Specification, Various

The document discusses various concepts and methods for product concept development including concept generation, selection, and evaluation. It describes steps for concept generation such as clarifying problems, external and internal searching, exploring solutions systematically, and reflecting on the process and solutions. Methods for concept selection like Pugh concept selection, concept screening, scoring, and ranking concepts are also summarized. Other topics covered include target specification, brainstorming, and morphological analysis.

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Pridhar Thiagarajan
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742 views35 pages

CONCEPT DEVELOPMENT: Product and Target Specification, Various

The document discusses various concepts and methods for product concept development including concept generation, selection, and evaluation. It describes steps for concept generation such as clarifying problems, external and internal searching, exploring solutions systematically, and reflecting on the process and solutions. Methods for concept selection like Pugh concept selection, concept screening, scoring, and ranking concepts are also summarized. Other topics covered include target specification, brainstorming, and morphological analysis.

Uploaded by

Pridhar Thiagarajan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 35

MODULE 2

CONCEPT DEVELOPMENT: Product and Target specification, various


steps in concept generation, Brainstorming, Morphological analysis,
Selection of concepts, EVAD (Design Evaluation) method, Principles of
computer aided decision making.
Concept Generation
 A product concept is an approximate description of the technology,
working principles, and form of the product.

 The concept generation process begins with a set of customer needs and
target specifications and results in a set of product concepts from which
the team will make a final selection.

 Good concept generation leaves the team with confidence that the full
space of alternatives has been explored.
Structured Approaches Reduce the Likelihood
of Costly Problems
 Consideration of only one or two alternatives, often proposed by the most
assertive members of the team.
• Failure to consider carefully the usefulness of concepts employed by other
firms in related and unrelated products.
• Involvement of only one or two people in the process, resulting in lack of
confidence and commitment by the rest of the team.
• Ineffective integration of promising partial solutions.
• Failure to consider entire categories of solutions.
Steps in Concept generation
 Clarify the problem
 External search
 Internal search
 Explore systematically
 Reflect the solution and the process
Clarify the problem
 Decompose the problem
 Decomposition by sequence of user action

 Decomposition by key customer needs


 Focus on the initial effort on the critical sub-problem
External search
 Interview lead user
 Consult experts
 Search the patents
 Search published literature
 Benchmark related products
Internal search
 Suspend judgement
 Generate a lot of ideas
 Improving infeasible ideas
 Use graphical and media sources
 Individual and group sessions.
Generating solution concepts
 Make analogies
 Wish and wonder
 Use related stimuli
 Use unrelated stimuli
 Set quantitative goals
 Gallery method
 Concept classification tree
 Pruning of less reliable branches
 Identification of independent approach of problem
 Exposure of inappropriate emphasis on certain branches
 Refinement of problem decomposition
 Concept combination table

 Managing the exploration process


Reflect the solution in product
 Evaluation of the concept

 Feedback process
Product and Target specification
 Specification
 A product design specification (PDS) is a statement of how a design is
made (specify the design), what it is intended to do, and how far it complies
with the requirements.
 Its aim is to ensure that the subsequent design and development of a product
meets the needs (or requirements) of the user.
When to set specification
Establishing target specification
 The process of establishing the target specifications contains four steps:

1. Prepare the list of metrics.


2. Collect competitive benchmarking information.
3. Set ideal and marginally acceptable target values.
4. Reflect on the results and the process.
Metrics
 Matrix of metric and need to be prepared
 It is a key element in Quality deployment Function
 Metric should be complete
 Dependent, independent or a variable
 Should be practical
Target values
 Two types
 Ideal value
 Marginally acceptable value
 Five ways of expressing values
 Atleast X – lower bound metric, still higher is better
 Atmost X – higher bound value, still lower is better
 Between X & Y – b/w higher and lower
 Excatly X – often called as b/w X and Y
 Set of discrete values
Setting final specification
 1. Develop technical models of the product.
 2. Develop a cost model of the product.
 3. Refine the specifications, making trade-offs where necessary.
 4. Flow down the specifications as appropriate.
 5. Reflect on the results and the process.
Concept Selection
 Concept selection is the process of evaluating concepts with respect
to the customer needs and other criteria, comparing the relative
strengths and weaknesses of the concepts, and selecting one or more
concepts for further investigation.
Benefits of Structured methods of selection
 A customer-focused product.
 A competitive design.
 Better product-process coordination.
 Reduced time to product introduction.
 Effective group decision making.
 Documentation of the decision process.
 Better team buy-in on the decision.
Ways to select concepts
 External decision
 Intuition
 Multi-voting
 Web base survey
 Prototype and test
 Decision matrix
Concept selection methods
 Concept screening
 Concept scoring
 Rating
 Ranking
 Selecting the ultimate
 Concept screening
 It is a quick, approximate evaluation aimed at producing a few viable
alternatives.

 Concept scoring
 It is a more careful analysis of these relatively few concepts in order to choose
the single concept most likely to lead to product success.
Concept screening – Pugh concept selection
 Based on the Stuart Pugh methodology in 1980.
1. Prepare the selection matrix
2. Rate the concepts
3. Rank the concepts
4. Combine and improve the concepts
5. Select one or more concepts
6. Reflect on results and process
Preparing the selecting matrix
 The selection criteria:
 High level of abstraction and choose from 5 to 10 dimensions.
 Should be able to differentiate among the concepts.
 Relatively unimportant criteria are avoided
 Customer needs (usually some of the primary needs) that the team has
identified.
 Needs of the enterprise (such as low manufacturing cost or minimal risk of
product liability).
 Reference concept
 The ultimate or benchmarking concepts selected by the team based on
selection matrix.

 The reference concept can be:


 An industry standard.
 A straightforward concept with which all the team members are very familiar.
 A commercially available product.
 A best-in-class benchmark product that the team has studied.
 An early generation of the product
Rate the concept
 Scoring of the each concepts
 Better (+), same as (0), Worst (-)
Rank the concept
 Based on the rating score the rank is given.
 Based on ranking one or two concepts are selected
Combine & Improve concepts
 Combine the good concepts that are avoided by simple ad feature
 Improving the idea of worst ranked concepts

Select one or more concepts


Reflect in results
Concept scoring
 Ranking of concept
 Weighted scores are calculated by multiplying the raw scores by the
criteria weights.
 The total score for each concept is the sum of the weighted scores:

n
S j   wi rij
i 1
 n = number of criteria.
 wi = weighting for the ith criterion.
 rij = raw rating of concept j for the ith criterion.
 Sj = total score for concept j.
Brainstroming
 Concept of idea generation developed by Alex Osborn.

 Generating ideas to overcome mental blocks.

 Active participation of team members

 Reaction for other ideas based on their own thoughts.

 Building upon other idea is piggy backing or scaffolding


 Evaluation of idea after one day gap to brainstorming

 Starts with original idea and incubation period.

 Generating ideas in conceptual design- problem definition step in design.

 Thinking of limitations and shortcomings – reversed brainstorming.


Morphological analysis
 The morphological chart approach to design generates alternatives from an
understanding of the structure of necessary component parts.

 Entries from an atlas, directory, or one or more catalogs of components


can then be identified and ordered in the prescribed configuration.

 Morphological analysis is a way of creating new forms.


 Morphological analysis is a method for representing and exploring all the
relationships in multidimensional problems. The word morphology means
the study of shape and form.
 Morphological methods have been recorded in science as a way to
enumerate and investigate solution alternatives as far back as the 1700s.
 The process was developed into a technique for generating design
solutions by Zwicky.
General morphological approach to design
 Divide the overall design problem into simpler sub-problems.

 Generate solution concepts for each sub-problem.

 Systematically combine sub-problem solutions into different complete


solutions and evaluate all combinations.

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