V. Morphological analysis

Having established functional and architectural models of a product that reflects the customer needs and is at a level of granularity that reflects a level of redesign or evolution, we can apply the above concept generation methods to explore possible solutions. Any or all of the basic and advanced methods may be applied. The results will be alternative architectural layouts and solutions to the product functions. These results should be assembled so that overall alternatives may be generated in addition to further solutions per function. A systematic method for this assembly and continued idea creation is known as morphological analysis or morphological charting.

Morphological analysis is a tool that provides a structured search and combination of concepts in product design. The process of executing this analysis is as follows:

1. Consider each product function in the functional model and each module of the product architecture.

2. List the function or module as rows of a matrix.

3. In the first column of the matrix, enter the current solution to the function or module, if the product exists.

4. Apply concept generation methods (as above) and record the concepts in the columns of the matrix for each function.

5. Map the range of solutions per each function to a classification scheme, such as energy domains. Judge if the solutions are too focused or cover a good breadth. If the solutions are too focused, carry out further sessions of intuitive and directed concept generation.

6. When a good breadth of ideas and technologies are realized in the morphological matrix, combine the ideas into diverse concept variants that seek to satisfy the entire product specification.

Develop Concepts for Each Product Function

We start with the function structure and product architecture of the existing (or original) product. We create a morphological matrix and label each row with a product subfunction. Next, we immediately fill in the first column of the matrix with current solutions (if they exist). For each product function (each row), we consider the existing product and identify the component that satisfies the function.

After forming the initial matrix, we may black out functions that are not part of the redesign effort. This action is usually carried out for three reasons. (1) The product function's solution components cannot be changed, usually for regulatory or contractual reasons. (2) The product function's solution components are not part of the redesign effort, and it is not a real concern to the customer or too expensive to invest resources, and so forth. (3) Support functions might not be considered at this stage in the development process. Instead, the focus may be on the primary function drivers for the product. In general, all product functions or only a subset may be considered at this stage, whether or not the product exists. When deciding to disregard certain functions, the development team must clearly understand the risks and tradeoffs.

VI combining solution principles (concept variants) Product Application: Bilge Water Removal Product

W e seek to "design a device to remove water from the bilges of unattended pleasure boats." The customers require natural energy sources. Example energy sources include wind, boat movement relative to mooring post, boat movement relative to water, electricity (battery-not a natural source!!), fuels (not a natural source!!), solar, water temperature differences, differences in concentrations (salt water), reactive compounds (e.g., Alka-Seltzer), falling rain, wave movements, pressure variations (hydrostatic), and water movement relative to a mooring post.

Based on the overall need of removing water automatically, performance metrics include removal capacity (minimum of 8 L/hr), durability in salt water and exposed to weather, minimize tool usage, stowable in a small volume, cost < $50, life; ≥10 years, size < 1 cubic meter.

Figure 10.20 shows the black box model for the product (after Hubka, Andreasen, and Eder 1988), and Figure 10.21 illustrates the functional model for the operation phase of the water removal device. Based on the functional model, directed search is used to generate solution principles to the product functions, as documented in the morphological matrix of Table 10.15. Combinations are then developed, focusing on alternative energy sources. Table 10.16 and Figures 10.22 through 10.26 show the results. Notice in the concept figures that mapping ideas from the morphological matrix to actual geometry is nonlinear and filled with design decisions. Again, sketches are needed, which must be continually refined and modified through iteration