10 Generating Concepts 2

I. CHAPTER ROAD MAP 2

II. CONCEPT GENERATION PROCESS 3

III. BASIC METHODS: INFORMATION GATHERING AND BRAINSTORMING 4

Information Gathering: Conventional Aids 5

Traditional Brainstorming 6

Brain-Ball 8

C-Sketch/6-3-5 Method 10

Idea Generators for Intuitive Techniques 14

IV. ADVANCED METHODS: DIRECTED SEARCH 15

Systematic Search with Physical Principles 16

Systematic Search with Classifying Schemes 17

Theory of Inventive Problem Solving 24

V. MORPHOLOGICAL ANALYSIS 31

Develop Concepts for Each Product Function 32

VI COMBINING SOLUTION PRINCIPLES (CONCEPT VARIANTS) 33

Product Application: Bilge Water Removal Product 33

Product Application: Smart Spoon to Assist Persons with Disabilities 36

VII. SUMMARY AND «GOLDEN NUGGETS" 47

10 Generating Concepts

The cover illustration shows snapshots of product ideas generated from abstract specifications and descriptions. Building on functional models and product architecture, this chapter focuses on methods for creating innovative concepts. The activity of concept generation is one of the lampposts of engineering design. It provides a forum for designers to apply creativity and contribute their personal flair. It also represents the time when technology is chosen or developed to fulfill the customer needs.

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I. Chapter road map

Concept generation, as a journey in product development (Figure 10.1).

II. Concept generation process

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The underlying goal of concept generation is to develop as many ideas as possible. One or two alternative concepts are unacceptable. Tens of concepts are acceptable; the more the better.

F igure 10.2 illustrates a process for meeting this goal. The process begins with a review of the customer needs, highlighting the primary needs that are the initial focus. Ultimately, all the needs must be satisfied through concept generation. Yet the process begins by considering the most important needs first. Iteration in the process may then be used to create further concepts for secondary or supporting functions.

Based on the process shown in Figure 10.2, methods are needed that help us generate concepts for product functions and combine them into alternative product ideas. The next section discusses basic methods for the first case: product function solution principles.

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III. Basic methods: information gathering and brainstorming

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Concept generation, as described in this chapter, is the divergent development of many alternatives, where the focus is on innovation, structural layout, and function satisfaction. A convergent strategy is adopted once a breadth of ideas is formed. This ensuing strategy provides a means of converging to a single solution (or finite portfolio of solutions) that will ultimately be the product in the marketplace. The remainder of this book focuses on a convergence toward a single product or a set of products that form a portfolio and product architecture.

Formal concept generation methods may be classified, broadly, into two categories: intuitive and directed (logical).

The intuitive category relates to the methods that focus on idea generation from within an individual or group of individuals. The intent of such methods is to remove barriers to divergent thinking so that new connections and features in a product may be visualized. By removing these barriers, the environment of idea generation may be filled with conditions that promote creativity. Example methods include brainstorming and morphological charting.

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Directed methods, on the other hand, use a systematic, step-by-step approach to searching for a solution (Shah 1998). These methods rely on technical information, expertise, and guidelines to seek solutions to technical problems.