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

Customer Needs

Formulation

Concept Design Best ? Alternative Concepts

Customer requirements Importance weights House of Quality Eng. characteristics Eng. Design Specs

What is an alternative concept design?

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 For fastening sheets of paper? Alternative Physical principle 1 spring force 2 bent clamp 3 bendable clamp 4 adhesion

Abstract Embodiment paperclip staple cotter pin glue

Physical principle
Def. - the means by which some effect is caused
Conservation of energy Conservation of mass Conservation of momentum Newtons laws of motion Newtons law of gravitation Coriolis effect Coulomb friction Eulers buckling law Hookes law Poisson effect/ratio Archimedes principle Bernoullis law Boyles law Diffusion law Doppler effect Joule-Thompson effect Pascals principle Siphon effect Thermal expansion effect Newtons law of viscosity Newtons law of cooling Heat conduction Heat convection Heat radiation Ohms law Amperes law Coulombs laws of electricity Gauss law Hall effect Photoelectric effect Photovoltaic effect Piezoelectric effect

Working principle of a disc brake

(Pahl & Beitz, European community)

motion (rotation)

working geometry
surface (planar area)

material (solid) physical principle (friction force caused by caliper clamping force)

Note: no sizes, only vague shape

Design concept
Definition: abstract embodiment of: physical principle, material, and geometry. Purposefully vague

Surfaces, motion

Inputs & outputs to decision making

Customer Needs Formulation Customer requirements Importance weights House of Quality Eng. characteristics Eng. Design Specs

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?

Engineering Design Specification Concept Design Clarify Functions Generate Alternatives Iteration

Design process during Concept design phase

Activity Analysis Decomposition Diagrams Function Structures Archives, People Internet, Creative methods 1st order calculations Proof of concept tests Bench test, Pilot plant Will not violate laws of nature Likely to satisfy must customer requirements Likely to satisfy company requirements Pughs Method Weighted Rating Method

Analyze

no

Feasible yes ? Evaluate

Best Concept(s)

Customer activities

Use

set up operate maintain repair take down disassemble recycle dispose

Retire

Clarifying functional requirements - Activity analysis method

1. open package 2. examine shaver, cord, t ravel case, and cleaning brush, 3. read inst ruct ion booklet 4. f ill out w arrant y card 5. plug in shaver t o charge bat t eries 6. put shaver, case, cord, brush in bat hroom cabinet draw er Daily use 7. remove charged shaver f rom draw er 8. t rim hair 9. shave f ace or legs Use 10. remove cut t er blade cover 11. brush cut t er blade 12. replace cover 13. repeat st ep 5. 14. st ore shaver in draw er 15. repeat st eps 7-14 unt il blades need replacing Replace blade 16. remove cut t er blade cover 17. inst all new cut t er blade 18. replace cut t er cover Daily use 19. repeat st eps 7-13 unt il bat t eries need replacing Replace 20. inst all new rechargeable bat t eries bat t eries Daily use 21. repeat st eps 17.-19. unt il shave becomes unrepairable Ret ire Dispose of 22. t hrow out shaver and auxiliaries shaver Set up

Clarifying functional requirements Function decomposition diagram method

make coffee

store water, filter, grounds

brew coffee boil water drip water on coffee

convert electricity to heat control electricity

warm coffee pot

conduct electricity

Remove? Combine? Reorganize?

Some functions that products/parts perform

amplify change channel collect conduct control convert cool decrease

dissipate fasten heat hold increase join lift lower move

protect release rotate separate store supply support transform 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

State 1

State 2

Energy Material Function

Energy Material

Signal

Signal

Example

Example

Engineering Design Specification

How do we do generate alternative concept designs?

Concept Design Activity Analysis Decomposition Diagrams Function Structures Archives, People Internet, Creative methods 1st order calculations Proof of concept tests Bench test, Pilot plant Will not violate laws of nature Likely to satisfy must customer requirements Likely to satisfy company requirements Pughs Method Weighted Rating Method

Clarify Functions Generate Alternatives Iteration

Analyze

no

Feasible yes ? Evaluate

Best Concept(s)

Generating alternative concepts

e.g. fasten papers

match

a) flexible clamp, paperclip b) bent clamp, staple c) adhesion, glue Concept {C11, C12} {C21, C22, C23}

(Sub)Functional requirements SF1 SF2

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

E.g. mini bike

1 Transmit Brake Steer Chain Disc Handlebar

Alternative Concepts

2 Belt Drum Control stick

3 Gearbox

Sub functions

Fly-by- wire

Morphological matrices
Developing combinations of concepts into alternative product concept designs
Alternative Concepts 1 SF1 C11 C21 C31 2 C12 C22 C32 3 C13 C23 C33 n C1n C2n C3n

Subfunctions

SF2 SF3

SFm

Cm1

Cm2

Cm3

Cmn

Alternative 1 2

Concept design {C11, C22 , C31Cm2} {C12, C23, C33 Cm3}

Systematic Combinations
Alternative 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Transmit Chain Chain Chain Chain Chain Chain Belt Belt Belt Belt Belt Belt Gearbox Gearbox Gearbox Gearbox Gearbox Gearbox Subfunction Brake Disc Disc Disc Drum Drum Drum Disc Disc Disc Drum Drum Drum Disc Disc Disc Drum Drum Drum Steer Handlebar Control stick Fly-by-wire Handlebar Control stick Fly-by-wire Handlebar Control stick Fly-by-wire Handlebar Control stick Fly-by-wire Handlebar Control stick Fly-by-wire Handlebar Control stick Fly-by-wire

Engineering Design Specification

How do we do we analyze concepts?

Concept Design Activity Analysis Decomposition Diagrams Function Structures Archives, People Internet, Creative methods 1st order calculations Proof of concept tests Bench test, Pilot plant
Will not violate laws of nature Likely to satisfy must customer requirements Likely to satisfy company requirements Pughs Method Weighted Rating Method

Clarify Functions Generate Alternatives Iteration

Analyze

no

Feasible yes ? Evaluate

Best Concept(s)

Analyzing = predicting and screening)

(Roughly) predict / estimate each alternatives 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?

Engineering Design Specification

Evaluating
Concept Design Activity Analysis Decomposition Diagrams Function Structures Archives, People Internet, Creative methods 1st order calculations Proof of concept tests Bench test, Pilot plant Will not violate laws of nature Likely to satisfy must customer requirements Likely to satisfy company requirements Pughs Method Weighted Rating Method

Clarify Functions Generate Alternatives Iteration

Analyze

no

Feasible yes ? Evaluate

Best Concept(s)

What does it mean to evaluate feasible concept designs?

feasible concept designs

9
9

10

evaluate

best alternative concept design

However:

e-valu-ate = values? whose?

Pughs evaluation method

1. Select criteria, 2. Establish datum column, 3. Rate alternatives (+, -, S) against datum 4. Select best, or better alternatives
Concept Alternatives Criteria high efficiency high reliability low maintenance low cost light weight + S Gears + + + 3 2 0 V-belts D A T U M NA NA NA Chain + + S 2 2 1

group discussion and decision

Modified Pughs method

Add new column

Concept Alternatives Importance VCriteria Gears Chain Wt. (%) belts high efficiency 30 + D + high reliability 25 + A + low 20 + T S maintenance low cost 15 U light weight 10 M 100 + 75 NA 55 25 NA 25 S 0 NA 20

Weighted Rating evaluation method

gears Criteria high efficiency high reliability low maintenance low cost light weight Importance Weight (%) 30 25 20 15 10 100 Rating 4 4 4 2 2 NA Weighted Rating 1.20 1.00 0.80 0.30 0.20 3.50 Concept Alternatives v-belts Rating 2 3 3 4 4 NA Weighted Rating 0.60 0.75 0.60 0.60 0.40 2.95 chain Rating Weighted Rating 3 0.90 3 0.75 2 0.40 3 0.45 3 0.30 NA best 2.80

Rating Value Unsatisfactory 0 Just tolerable e 1 Adequate 2 Good 3 Very Good 4

method

Engineering Design Specification

Concept Design
Activity Analysis Decomposition Diagrams Function Structures Archives, People Internet, Creative methods 1st order calculations Proof of concept tests Bench test, Pilot plant Will not violate laws of nature Likely to satisfy must customer requirements Likely to satisfy company requirements Pughs Method Weighted Rating Method

Clarify Functions Generate Alternatives Iteration

Analyze

no

Feasible yes ? Evaluate

Best Concept(s)

Information flow & storage

photocopies of archival matter, printouts from the Internet, vendor catalogs and data sheets, preliminary test results, first-order calculations, Record? patent abstracts, Manage? minutes of meetings, concept sketches, Protect? concept screening sheets concept evaluation matrices expert interview notes

what? where ? who? when? why?

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

Copyrights

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

Trademarks

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

Trade Dress
Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another. (appearance) The trade dress of a product involves the "total image" and can include the color of the packaging, the configuration of goods, etc... Even the theme of a restaurant may be considered trade dress.

Examples include the packaging for Wonder Bread, the tray configuration for Healthy Choice frozen dinners, and the color scheme of Subway sub shops.
(http://www.amerilawyer.com/trademark/tm_tradedress.htm)

Trade Dress Examples

Mc Donalds happy meal- printed box

International House of Pancakes blue roof Seven-eleven red/green store sign

Patents
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.

Trade Secret

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

Protection Summary
Protects Trade Secret Contract Trademark Copyright Utility Patent Design Patent formulas, recipes, processes items specified graphical symbol or word literary, musical or artistic works function, process appearance Length indefinite length of contract 20 yrs renewable authors life+70 yrs 20 yrs 14 yrs Application Required no no no no yes yes Registration Available no no yes yes yes yes Costs some $500> $>350 $>30 $>1,100 $500>

How will you protect your companys intellectual property?

Contract Copyright Trademark Patent Trade secret

Summary

Clarify functional requirements Activity analysis method Function decomposition diagram method Function/structure diagram method Generate alternatives (by finding/creating) Finding Archives, People, Internet, Existing Products Creating Brainstorming, Method 635, Synectics, Checklists Analyzing alternative designs Evaluate Pughs, weighted rating methods Information flow & storage Intellectual property protection