72 Engineering Design

Chapter 4 Concept Design

-l t,
,v,

TABLE 4.1 Alternative Concepts for Siowing and Stopping a TABLE 4.3 Representative Physical Principies
Spinning Shaft Conservation of energy Archimedes' principle Ohm's law
Physical principle Abstract ernbodiment Conservation of mass Bernoulli's law Ampere's law
Alternative
Conservation of momentum Boyle's law Coulornb's laws of electricity
1 fluid viscositY fan blade on shaft
Diffusion law Gauss'law
2 magnetic field re-generative brake
Newton's laws of motion Doppler effect Hall effect
3 - surlScerlriction disk and qliper brake
Newton's law of gravitation Joule-Thompson effect Photoelectric effect
Pascal's principle Photovoltaic effect
Coriolis effect Siphon effect Piezoelectric effect

TABLE 4.2 Alternative Concepts for Fastening Sheets of Paper Coulomb friction Thermal expansion effect
Euler's buckling law Heat conduction
Alternative Physical principle Abstract embodiment
Hooke's law Newton's law of viscosity Heat convection
1 springforce PaPercliP Poisson effect/ratio Newton's law of cooling Heat radiation
2 bent ciamp staPle
a
J bendable clanrp cotter Pin
,l
+ adhesion glue

As we can readily gene ra\ize from the two examples, a design concept is
embodiments.
an alternative that includes both physical principles and abstract
of similarities:
But there is more. Design concepts exhibit a number
1. concepts work by some physical principle, phenomenon, or principle,
2. physical principles act on some surface or localion,
3. concepts exhibit geometric properties, oI shapes,
Example
Prepare a sketch of a disc brake concept. Show the disc (rotor) and label the
physical principle, working geonietry, motion, and material.
When we step on a brake pedal it pushes a rod that compresses hydrauiic fluid in
the master cylinder. The fluid pressure, approximating 1,000 psi, is transmitted to the
brake's caliper piston causing it to expand. The piston forces the brake pads to clamp
an annuiar portion of the rotor surface, causing the frictional braking force.

4. concepts are deliberately abstract, The solid disc rotates as shown in Figure 4.1 The friction force, F¡, acts on the pla-
or objects. and nar surface that is perpendicular to the axis of rotation
5. concepts imply relative motion of surfaces,
6. cosüepts suggest general material types'
We define a physical principle as the means by which some effect is
caused, or produced. Physicai principles are often described by
analytical or
law
empirical rálationships that couple the causes and effects, such as Hooke's Motion
*
F kb,L, or Coulomb friction, F = fN. A list of some physical principles is (rotation) material
given in Table 4.3. (solid)
The physical principle acts on a working material. The working materiai
has mechanicai, physical, and chemical properties. It may be a solid,
liquid, or Working
coeffi- geometr\/
gas. having inheirnt mechanical properties such as hardness, ductilit,v,
óient of friction, modulus of elasticity, and yield strength'
The phirsical principle acts on the working geometrY composed of sur- Surface Principle - friction force
faces and moiions. A brake disk (rotor), for exarnple, is a {Iat-.
circular surface. (pianar disc) (caused by caliper clamping force)
physical principles can act at a point, line, area, or volume. For example, air
pressure acts ón surface area ánd gravity acts on bod-v volume
(i.t. mass).
vary FIGURE4.1 The disc-brake concept is the abstract embodiment of a phi,sical principle (friction
Motions can be rotational. transiational, or nonmoving. Motions can also
principle force) acting on the working geometry (rotating planar disc) of a material (solid). Note that at this
with time and magnitude. The successful embodiment of a physicai
phase we do not specify precise shapes or sizes.
on a working geometry in a working material has been defined as a working
principle gárri and Beitz, 1996). The phrasq "working principle" is widely
used in the European design community'
(,
() .74
Engineering Design Chapter 4 ConcePt Design 75

\
In concept design we deliberately delay making decisions about specific
( shapes, configurations, sizes, rnaterials, or manufacturing processes. We do not
( determine any sizes or configurations. We allow the concept to be an abstract Engineering
embodiment. For examptre, we do not select a rotor diameter or a pad thick- design
specification
ness for the disk brake; and we do not determine any configuration details for
the paper clip such as spiral or circular. In other words, áfl abstract embodi-
( Cqneept Design
ment will allow us the freedom to generate many alternative configuratiüns,
( which wiil be analyzed and evaluated in the configuration design phase,
discussed later in the text. Activity anaiysis
(
To generate different "concepts" we need only change physical principie, Decomposition diagrams
material or geometrv. For example, a Cifferent friction brake concept design Function Structures
could be generated by changing the working geometry to a "drum." Drum
(
brakes have been in use ever since the horse-drawn wagon. If we are s,\,ste-
Archives
( matic, we can exptrore different principles, materials and geometry and perhaps Generate People
synthesize a variety of innovative concept designs. alternatives Internet
( The concept design phase begins rryith a revierv of the engineering design Creative methods
specifications and related documents, and concludes with one or more con-
(
cepts to be developed further, as sirown in Figurc 4.2. During concept design Proof-of-concept tests
( we participate in a number of decision-making activities. We clarify functional Bench test, pilot plant
Analyze
requirements, generate aiternative concepts, and analyze the concepts to 1'1 order calculations
(
deterrnine if thev are feasible. We reject infeasible concepts and iterate. Then,
( we evaluate the feasible concepts to select the best ones for fufiher develop- Will not vioiate laws of nature
ment. We examine each of these activities in the remaining sections of this Ljkelv satisfy customer requirements
( Feasibie?
chapter. Likely satisfy compan-Y requirements

(
A design concept is an abstract embodiment of Pugh's method
(
physical principte, material, and geometry. Evaluate Weighted-rating meth od
(

(
4.2 CLARIFYING FUNCTIONAL REQUIREMENTS
(
The engineering design specification will usually provide information on cus-
(
tomer and company requirements. Flowever, it may lack sufficient detaiis on
( specific fuactions and/or subfunctions. Therefore, the foliowing three methods
may be used to heip us clarifl,the product's functional requirements: (1) activit"V
FIGURE 4.2 Decision-making processes and activities during concept design follow the
( analysis, (7) component decomposition, and (3) functional decomposition. basic

sequence of formulate, generate, anal,vze and evaiuate. Note that to be feasible,

a candidate
(
concept design shouid be likeiy to satisfy "must" customer and company requiremeots.

( 4.2.1 Activity Analysis

( Activity analvsis can be used to learn how the customer will use and ultimately We readily see that an activity anaiysis heips us to understand all the re-
(
retire the product. Customer activity categories are shown in Table 4.4. quired functions, not just those during daily use. We also iearn how the
Let's examine the customer activities associated with using and retiring a product interacts with the user and the environment. In this case, the shaver is
( rechargeable electric shaver, shown in Table 4.5. We often consider just the iecharged and stored in a drawer. In essence, the activities help resolve
daily-use pattern, activities 7-15. But maintenance activities i6-18 must also customer requirements, or subfunctions that the product must perform in the
( be considered, as well as the setup activities 1-6. final design.
(

(
 77
Chapter 4 ConcePt Design
76 Engineering Design

TABLE 4.4 Customer Activities Reiating

to Using and Retiring a Product

Use set up
operate
maintain Hot Plate
Basket
repair
Retire take down Water tank Heater elernent
disassemble Power cord
Liquid level gage
recycle Switch
dispose

FIGURE4'3Componentdecompositiondiagramofacoffeemaker.

presented in chapter
4.5 Activity Analysis List for Electric Shaver Use and Retirement decomposition diagrams were
TABLE
maker product compollent 4'3'
coffee mailer, is shown in Figure
Use Setup 1. open paókage
z. hnadditionar example, that of ádiagrams i[ustrate the hierarchical structure
component decomposition subassemblies
2. examine shaver, cord, travei case, and cleaning brush,
of component forms, noi
furctions. As we subdivide individual
3. read instruction bookiet however? we can obtain a better overall un-
into their constituent cornpone,ts, other and ulti-
4. fill out warranty card components interact with each
derstanding of how individual
5. plug in shaver to charge batteries product function.
6. put shaver, case, cord. brush in bathroom cabinet drawer
*ui*fy conlribute to the overall

Operate 7. remove charged shaver from drawer

8. trim hair 4.2.3 Product Function Decomposition

into its
9. shave face or lcgs the major functional requirernent
L0. remove cutter blade cover
r*notion decornposition subdivides The function decomposition
respecti'e subfunctions and sub-subfunctüns. help
11. brush cutter blade
of functions, not fornrs' The diagrams
diagram is a hierarcrricar structure where the interface
12. replace cover and
13. repeat step 5.
us to identify whether functions are connected, a function decomposition
connections might be. For
exampie, let's examine
14. store shaver in drawer
shown in Figure 4'4'
15. repeat steps 7-14 until blades need replacing
diagram of a colfee maker' as :

Maintain 1"6. remove cutter blade cover

i7. blow out particles
18. replace cutter cover

Repair i.9. install new cutter biade and screen

20. install new rechargeable batteries

Retire Dispose 2i. throw out shaver and auxiiiaries

Warm
Convert
Store coffeePot
electricit,v to heat
water, filter, grounds

4.2.2 Product Cornponent Decomposition

Control electricit-v
When competitive products are avaiiable, thev can be disassembleci into their C,onduct electricitY
Drip water on coffee
respective components, and a component decomposition diagram can be
drawn. The product component decomposition diagram is a block diagram of
the parts and subassemblies that make up the product. Penli_eht and coffee FIGURE4'4Functiondecompositiondiagramofacoffeemaker.
(

( 78 Engineering Design

( Chapter 4 Concept Design 79

The first block describes the overall
product function, such as
fee' Then' the product function make cof- Upon examining the completed function decomposition diagram, the
is furthe, dr.o*posed into
such a§ convert electricity to subfunction blocks,
heat and bre* .ofáe- The team members may find that they can remove, combine and/or reorganize
tinued so as to successivéty retine decomposition is con-
the subfunctions ano undersiand some sub-functions. For example, they may decide not to warm the pot, that is,
changes in energy, materials, the logical remove the subfunction. Other functions might be combined, such as store
and signai.
Function decomposition diag"rams coffee grounds and brew coffee, as in a basket. During the process of remov-
needs to do (function) versus l*lp T separate what the product
howlt gets done ing, combining, or reorganizrng subfunctions, we will likely produce more
(form) Later,when we investi-
gate alternative concepts, we
will *rpior* ult.rnltir*'ror*s diagrams. But that is all right. Our goal is to understand the desired product
functions' For t'u*pit, we could to meet the desired function as best we can.
,ñoor. to warm the pot by hot-air
convec- Detailed function structure diagrams can be created by combining
ffii;iffii1f,ifi:#f:*I#j11' o,, *. rhe warer in rhe por,
'",riuu changes in energy, materials, and signals with function decomposition and
Functions are usually expressed activity anaiysis. For further information on function structure diagrams see
as verbs and act on objects
pressed as nouns' In the example or entities ex- Hundal (7997), Otto and Wood (2001), and Ullman {1997).
above, some verb noun pairs
coffee' warm coffeepot, store *ut.., are: brew
uni .onvert electricity. A num[
vv^rYr"¡u t'rlutzlrrurty'
number of other
functions are given in Table 4.6.
bíoun-objects can be classified
into energy, material, and 4.3 GENERATING ALTHRNATIVE CONCEPTS
ries' when preparing a funciion signar catego-
decompositiol diagiam, w0 To be selective, we need a selection. In other words, if we are to select the best
consider how energy, materiai, shoulo carefully
,;J ,rgnrtu are changed or acted on by concepts for further development, we need to systematically generate a lot of
function' For example, the cold the
water iJheateo, ,*ruriing alternatives. We will be looking for concepts that will potentially satisfy the
energy is transformed to thermal in hot water. Electric
ener gy. A "switch,, product subfunctions. Alte.rnative concepts will differ primarily in ph3,sical
eiectric power. The generar signar contrors the
process is shown in Figur principie, working geometry or material. I.lote that the process of generating
e 4.5 .

aiternatives is sometimes called synthesis. Along the way we u,ill investigate

archives, talk to people, connect to the Internet, and use creative methods.
TABLE 4.6 Fundamental Functions
Archives. University, pubiic, and corporate libraries should be first on the
amplif¡r dissipate protect
list of places to look for alternative concepts. In addition to design cata-
change fasten reJease
logs, reference handbooks, encyclopedias, and spe cialized monographs.
channei heat rotate
libraries also maintain collections of periodicals, including technicai jour-
colJect hold separate
nais and trade magazines. Some companies also maintain file cabinets
conduct increase store
full of current and past design information. While most archives arc pa-
control join supplir
per-based, other media used include microfiche, microfilm, and comput-
convert Iift supporf
er-based or electronic databases. A systematic search of these sources
cool lower transform
should trigger a number of alternative concepts.
decrease move transiate Peo¡tl.e. Starting with our co-r,vorkers, we can confer, one on one" with
people knowledgeable in the fieid. We might also contact our locai uni-
versit,v engineering professors. Then, current vendor representatives and
State I professional societr¡ acquaintances shouid be contacted. Finally, we
State 2 might hire a consultant.
Energy
Interruef. The lnternet should also be searched including: the U.S. Patent
r Energ¡,
Office, Thomas' On-Line Register, r,endor Web site catalogs, profes-
Material I Function sional societies, and trade organizations.
l-lr,{aterial
-
-.___> - - --Y I l____*_* Existing Products. If avaiiable, competitive products can be purchased and
Signal " dissected. Although patents may protect the product, the examination
signal
often reveals opportunities for new designs.
FIGURE 4'5 'Function changes
the state of energy, materiar.
and information.
By researching archives, people, and the Internet. we will find many al-
ternative concepts that have fulfilled previously defined subfunction require-
 ChaPter 4 ConcePt Design 81

80 Engineering Design

ments. When rile¿r+looking for new solutions, however, we might consider 4.4 DEVELOPING PRODUCT CONCEPT§
the following innovative methods:
During concept design we attempt
to generate alternative concepts for each
on the other hand, is a development
Brainstorming. Brainstorming is an iterative group method that takes ad- subfunction. Á product concept variani,
example, let's assume that for an
vantage of team members' diverse skills, experience, and personalities to or combination of specific concepts. For
generate innovative ideas. A group of participants is gathered in a room we generate two concepts for subfunction sF, and three con-
arbitrary product, -sp, as c,,'
with an easel or blackboard/whiteboard. After having the "problem" cepts for subfunction . we could designatc the alternative concepts
the alternative concept, re-
presented, participants suggest ideas that are then transcribed to the ea- where i represents the subfunction and i
represents
sel or board. No criticism of alternatives or ideas is permitted. Wild and : Crr' C'ol' The following six product
sulting in SF,: {C,r, Crr} and SF, lCu,
crazy ideas are encouraged. The ideas, written on the board, act to sti- Crr, Czt; Q) Crr, Crr' (3) Ctt'
concept variants are numerically possible:(1)
mulate participants. Ideas are transcribed until no new ideas are stimu- Czzi (4) Cp, C21; (5) Cv2, C22; (6) Cn, CB'
lated. A variant brainstorming uses 3-by-5 cards or post-it notes. Each or realizable, in which
sometimes, the combinations ur* nói compatible
participant is asked to write down three ideas. The cards are collected variant would be eliminated from further considera-
case that product concept
can perform or share two func-
and anonymously transcribed to a large whiteboard for everyone to see. tion. In other cases we may find that a concept
After everyone has had a chance to read through the whole list. each tions, tike the screwdriver. It can push and
turn.
and the alternative
member fills out another 3-by-5 card, building on the first set of alterna- we can list the subfunctioni in a column of a matrix,
shown in . This ap-
tives. Again, no criticism of ideas is perrnitted. The cards are again col- .orr.p,; i;; each function in adjacent rows, as
_Table .4.7
combina-
alternative
lected, and information transcribed to the larger board. The cycle can be proach is called a morphological matrix. To stimuiate
concept from any coluffir, for each function'
tions, the design team sárects one
;:ffi ::1ffi i*'#:::JXIITffiT:;T,5'ffi Ir;J;JlJlJrn: proceeding dówn the matrix. The toial number
of theoretically possible
for
minate cliscussion or telegraph criticism, which can quash creative think- cornbinations is equai to the product of the
number of concepts each

ing. ln addition the 3-by5 cards can become a permanent record of the combinations'
subfunction. In our example we have Zx3' or 6
rneeting.
Method,6-3-5. Method 6-3-5 is a refinement of the brainstorming method,
and was developed by Rohrbach (1969). A group of six members gather. TABLE 4.7 MorPhological Matrix
Each member writes down three ideas on a sheet of paper. Each sheet of Alternative C,oncePts
paper is circulated lo a neighbor. After reading the ideas, the neighbor
writes down three rnore ideas. The sheets of paper are circulated five
times. Variants of this method use different team sizes and number of SF, C,, C,, crn

circulations. o SF, C,, C,,,, C,, cru

o
S,ttnectics. §ynectics is a method that requires the problern solver to view the SF, C,, C,, L33 crn

problern from four perspectives: analogy, fantasy, empathy, and inver-

sion (Gordon, 1961"). Viewing similar problems in nature b)'looking for qT.- c,,rn
vr ,,l
c,,t c,r,z c,,,3
an analogl,sfimulates idea creation: a tree as an anaiogv to a structure; a
piping network as an anatrcgy to an eiectrical wiring netu,ork. Fantasy
asks us to imagine the impossii¡le: for exarnpie. using an antigravity belt
to commute to wolk. Empathv asks us to iinagine being a product. and Example
how we would perform each function. lnyersion asks us to take an "in- design team is de'eloping new concepts for a
gasoline-engine-powered
A
verted" or reverse point of view, inside versus outside, black versus mini-bike. They decompose the primary functions into transmit engine power, brake
white. quiet versus nois,v. and so on. power: chain drive, belt drive,
and steer. They seiect three concepts for transmitting
Checklists. Companies and individuals have prepared checklists that stimu- drum; and threes concepts for steering:
and gearbox; two concepts for braking: disc and
late creative thinking. For example. Osborn (1957) proposed a checklist and fly-by-wire. prepare a morphological matrix and
handlebar, airplane control stick,
of nine starter questions: Substitute? Combine? Adapt? Magnify? Mod- systematically develop alternative combinations'
in the leftmost
ify? Put to other uses? Eliminate? Rearrange? Reverse? The design we prepare the morphological matrix by listing the subfunctions
in the same row' as shown in
team could use a checklist to discuss alternative physical principles, for column and the alternative concepts for each subfunction
example. Table 4.8.
 (
( 82 Engineering Design
(
4
TABLE 4,8
.m
Alternative Concepts
Chapter

For complicated products the total number of possibtre combinations can

Concept Design 83

be large. If a subfunction is independent of the others, it can be eliminated

from the matrix, and considered separately. For example, the type of radio in
Transmit
Chain Belt Gearbox
an automobile has little or no connection to concept alternatives for drive
u
rr
Brake
Disc
Drum train.
Ir Steer
Handlebar Control stick Fly-by- u,ire

combining three alternatives 4.5 ANALYZING ALTERNATIVE CONCEPTS

for subfunction 1, two
Z, and three alternatives arternatives for subfunction Not every alternative that we generate will function or be manufacturable. We
for subfunction 3, we
have 3(Z)3=18 possible combinations.
un¿-;r.,,* should screen out, or eliminate, those that are not feasible.
;J#:T[i,t:fjl'indexing 'o* subscriprr'*,. can produce
arr 18 combina- During the concept design phase, we do not have specific information
Crr, Crr, Cti, about iizes, configurations, material properties, or manufacturing processes.
C^,t, Cr, , Crr, C*, Czt, Crr, Each concept variant is characterized ontry by an abstract embodiments of
Crr, Crr, Crr, Cu, Cr, C;a, i*',ir,
Cu, Crr, Crr, Crr, Crr, C;', l'rl',Zrr,
, Crr, physical principle, geometry and material.
Crs, We can, however, get a rough idea of whether an alternative will function
C-,r, Crr,
Crr, Crr, C; , C:r, Crs, Czz, Crr,
C,,, C,,, C,,, and/or whether we can manufacture it. For example, we can make a few as-
C,,, C,, C;,, C,,, C,,, C,,,
C,,, C,,, C,, sumptions and calculate a few performance estimates based on simple laws of
C.,, C,, C3, , C,,, C,,, C,,
Each of tl:e 18 combinaticrns js motion, heat transfer, solid mechanics, and/or thermodynamics. These
shown in l'abie 4.g.The back-of-ihe-enveiope caiculations can rule out "impossible" ideas. We can
analyzed and ei''aluated
to select the beüer ones
1g arternatives are trren
for further deveropment. perform benchtop experiments to see whether a physical principle wiil work in
'We
a specific application. can confer with manufacturing p.rsonrel to confirm
TABLE 4,9 Alternative
Designs a.*u the manufacturability of a concept. And we can investigate whether a sup-
indexing the Rows and
coJumns of the Morphorogicar porting technoiogy is ready for the production line or should stay in R&D.
in Table 4.7 Matrix
-*----------% The screening criteria should focus on functionaiity and manufacturabil-
Subfunction
ity, *n6 shoulci include:
Alternative Transnlit Brake
1
1. Will the concept likel-v function?
Sreer
Chain Disc 2, Will the concept likely meet the customer's minimum perforrnance re-
(
2 chain ;j:
Hanrllebar
quirements? (These are the "musts," not the "shoulds.")
3 Chain Disc
Control stick
a
(
4 Fl¡,-b¡i-\"'i¡s Will the concept likely survive the operating environment?
chain Drum
( s chain ;i][
Handrebar 4. Will the concept likely satisfy other critical customer requirements?

(
6 chain Drum Control stick
l;ll,ifl Will the concept be manufacturable?
7 Belt Disc
FlY-b1'-wire
6. Will the concept iile ely satisfy financial and or marketing requirements?
I Belt Disc
Flancilebar
¡-^-*--r
\ g Berr Control stick During the anaiyzing and screening process, wo u,iil usually find concept
10 ilr:
(
il
Eelt
Bert l)rum #lr:il:: variants that should be eiiminated. Or. on the other hand. upon reexamina-
Dium tion, some of those to be eliminated might be reccnceived, to remove theil'
( 72 Control stick
Belt deficienc),. This is an option onlv if time and resources permit.
13 Gearbox il:' Fl,v-b.i,-wire
(
14 Gearbox Disc Hantilebar
15 Gearbox Disc Control stick
(
16 Gearbox Drum
l
4.6 EVALUATING ALTERNATIVE CONGEFTS
( 17 Gearbox Drum ;*il;l* Assuming that we have screened out those candidates that were not functional
18 Gearbol
Control stick
( - Drun: Fr,, 1... .-,. or manufacturable, those remaining can be evaluated to determine which
should be developed further.
( Two methods commoniy used are Pugh's concept selection method and
the weighted-rating method.
(
 ChaPter 4 ConcePt Design 85
84 Engineering Design

has one drawback' however' Each

Pugh's Method for Cancept Selection. The concept selection method devel- The method, as proposed by Pugh,
There is no importance weight
oped by Pugh (1991) includes the following sreps: is assumed tohave equaii*pórtance.
criterion factor
uo¿iti.d versions have been proposed that
The team selects evaluation criteria, principally from the engineering factored into the evaluation, and "s"
Note that the "+" weights, "-'" weights
1.
design specification and other documents prepared during the formula- in the importance weights. the totals. A modified version for
tion phase. weights are summed separatery to pro_duce
.ru*pie is sháwn in Table 4.1L
2. A;latrix is prepared listing the evaluation criteria in the first column. the transmrssion

3. The concepts are identified in the remaining columns.

4. One concept is selected as the datum concept or reference concept and TABLE 4.1 1 Modified Pugh's Method
ConcePt Alternatives
labeled as datum.
5. The team selects a concept to evaluate. For each criterion the team marks Importance Wt. (%) Gears V-belts Chain
Criteria
D +
whether the concept is better (+), worse (-), or about the same (S) as the high efficiency 30
25 A +
datum. high reliabilitY
2A
T S

6. Each of the other concepts is similally rated, using the same marking low maintenance
15
U
lou'cost
system. 10 M
light weight
7. Ail the *'s, -'s, and s's are summed and recorded at the bottom of the 100
75 NA 55
matrix. I+ 25 NA 25
An example matrix for a go-cart transrnission is shown in Table 4.10. As I. 0 NA ZA
Tq
the team discusses each entry, it gains a greater understanding of the design
problem, the alternative concepts, and the specified requirements. AIso, new
method uses a similar matrix
or revised concepts may originate. These may be added to the matrix for weighted Rating Meth,od- The weighted-rating called the weighted sum
pugh's *"tt o¿. It i; ako
consideration. iayout as the modified
pahl and Báiu method. The method
is quite sirnilar and in-
When the results are tallied, some concepts may appear as "strong" con- method or the
cepts in that they have more + 's than -'s. For example, it would appear that cludes the following stePs:
the team favors the gears concept. in that there are more * 's and fewer -'s, as
1. Team selects evaluation criteria'
compared to the chain concept. F{owever, strong concepts may exhibit a few criteria in the first column'
z. Amatrix is prepare,d listi*g the evaluation
percentage
weaknesses that could be irnproved upon. Similarly, weak concepts might be
3. Inrportance u,eights are
given for the criteria. usualiy as
strengthened. The method will often indicate the weakest concepts that should
points, adding to i00'
be eliminated from further development.
4. Concepts are identified in columns'
good'
5. Team rates each concept as
unsatisfactory.iust toierable. adequate'
scal, ,,r.h as 0, 1,,2,3, or 4. other scales
oi. \¡erv good using an ordinar
TABLE 4.10 Push's Concept Selection Merhod
have also been used' to
by its respective weight and summed
Concept Alternative 6. Each c,oncept rating is murtipiied
Criterion Gears V-belts Chain produce an overali rating for the concept'
for a go-cart transmission is shown in
high efficiency -T-
D + n exampie weighted rating matrix
A
rating for the gears is 3.5 and is significantlv
high reliabilit_v + 1\
^
l_
Tabre 4,r2. The totar weighted would select
or chain. Therefore the team
lorv maintena¡ice + T S more than the ratings for tñe v-belt similar to the
was numerically
lorv cost U it for their concept. If the best candidate rating change the
to re-áiscuss and possibl'v
iight weight M other candidates. the team would nee'C
I+ a
J NA 2 ratings.
alternative concepts is naturaliy
I- 2 NA 2 The process of anary zrrLgand evaruating
abstractness or fiizziness of the
concepts'
IS 0 NA 1 subjective, mainry becu,rr. o1 tr* will be identified
A few. however,
some concepts wilr be obviously infeasibre.
for further development. con.ót design activities also provide an opportunity
( 86 Engineering Design
( Chapter 4 Concept Design 87

( TABLE 4.12 Weighteci Rating Method

ments and other information that is pertinent and valuable to the project and
( Concept Aiternatives company.
gears Hand sketching is also encouraged during this phase, as compared to
r,-belts chain
Importance Weigirted
CAD drawings. Hand-drawn sketches can quickly communicate form and
Weighted
C¡iteria Weight (%) Rating
Weighted function. Layout sketches are often used to illustrate the rvhole idea. Detail
Rating Rating Rating Rating
high efficiency
Rating and assembiy drawiflgs, usually CAD-drawn, are not typically desired until
30 4 1.20 4
high reiiability
2 0.60 J 0.90 further configuration information becomes available.
25 4 4
1.00 0.75 3 0.75 The team will also find that centralized computer document files aÍe
low maintenance 20 4 a
0.80 J 0.60 2 0.40 valuable. Usually available on company file servers, these centralized files can
iow cost 15 2 0.30 4 0.60 4
J 0.45 serve as product data archives. Product data management systems can also be
iight weighr 10 2 a.2a 4 0.40 a
J 0.30 utilized as data sources.
100 NA 3.50 NA 2.95 NA 2,80 Design review meetings minutes should be religiously maintained to
Rating Value record the team's findings as weil as their reasoning. The team may find that
Unsatisfactory 0 reviewing these will often resolve misunderstandings. Also, subsequent design
Just tolerable 1
Adequate teams may find the records to be valuabtre.
2
Good J
Very Good 4
4.8 INTELLECTI"'AL PRCIPERTY
for the team to obtain a consensus, or common
understanding of the irnportant Employees act on behalf of the stockholders or owners of a cCImpany. We are
design issues. communications will pray an
irnporrári rore. resporlsible for the safekeeping of the company's property. Reai property, for
example, includes assets relating to real estate, Iike land, buildings, and land
improvements such as bridges and parking lots. Personai property is another
4,7 CONCEPT DESIGN PHASE COTI{IMUNICATIONS
categor of assets; it includes cash, marketable securities, vehicles, and office
A significant amount of information will be
produced and processed by the equipment. To protect these forms of property we use lockable safes, install
tearn as concepts are generated,,, analyzed. building fire sprinkler systems and burglar alarms, and purchase insurance
and evaluat-;, *;il;;
! photocopies of archival matter,
contracts.
Inteltrectual property is another form of property that includes ideas. We
I printouts from the Internet,
typically protect these with trade secrets, contracts, trademarks, trade dress,
n vendor catalogs and data sheets, copyrights, and patents. Protection is especially important during the early
E preliminary test resuits stages of product design efforts. First and foremost we must recognize that our
r first-order calculations, compan] is investing thousands, if not millions of dollars in developing the
E patent abstracts, new product. Autor¡obile companies, for example, will inr¡est miliions of
E dollars in each new model. Second, we need to acknowledge that it is our
ininutes of meetings,
responsibiiity, as trustees for the stocklioiders, to protect product cievelopment
E concept sketches, information. Let's exarnine the basic t,vpes of intellectual property protection.
r concept screening sheets, Trad.e Secrets. Companies can protect secret intelJectual property called trade
¡ concept evaluation matrices. and secrets such as formulas, recipes, methods, processes, devices, andlor tecii-
¡ expert interview notes niques from unauthortzed use b), an\Ione who obtained it by improper
means or because of a confidential affiliation. The protection is afforded
Each team member is usually required to
maintain a prgject notebook to under most state laws and the Federal Economic Espionage Act of 1996
organize his personal notes. These notes,
especially product ideas and (ASME, 2001). Exampies include the recipes for Coca-Coia, Coors beer,
sketches, rnay be used for patent disciosures,
copy-right registrations. In addition, the
; weil as trademark and/or other brand-name food products, in addition to secret processes used to
team should establish a central manufacture microcircuits. Two major provisions are that the secret have
information repository, such as a file cabinet,
for the safe keeping of docu- economic value and that the company maintains its secrecy, including tak-
ing steps to:
 ChaPter 4 ConcePt Design 89
B8 Engineering Design

scholarship, or teaching'
r identify specific sensitive information, duced for purposes of news reporting, research,
protection. The three requirements
r notify those having access about its secrecy,
works need not be registered to have the name
inciude the @ symbol or the word "copyright,"
of copyright notice
was first published. However,
of the author, and the year that the work
require employees and visitors to sign confidentiality and nondisclosure
agreements, copyright office (a department of the Library of
unless registered with the
suit in the Únited states. Registration
: ::'fi::il:ffi;:Y :il::X" ff-;::I::LT:*- separa,e depa*
congress), authors may not file a raw
inciudes a two-page apprication, copies
author's
of the work, and a modest filing fee'
life plus 70 years'
ments, to limit exposure. The term of a coplngfrt is the
patent.A patent is a document granting legal monopoiy rights to produce, use?
A trade secret does not require an application or registration as in patent-
ing, and can iast an indefinite period of time. However. there is no protec- seil, or profit from an invention,
pro.rír, plant (uiotogical), or design. It is
1190 and adrninistered by the IJ's'
tion from a third party independently discovering the secret on his own. provided by u.s. laws dating uact< to
Office'
Contracfs. A contract is a written or verbal agreement between two parties, such Department of Commer..-P^tent and Trademark
copying' Polaroid
as between individuals and corporations. Examples include employment patents protect in,entions such as xerox
utility
other machi,ery. Examples
contracts having clauses that assign patent rights and copyrights to the em- photography, halogen light bulbs, and countless
proc,esses for Lexan, rayon' and Delrin'
ployer, and also require the employee to nondisciose, or keep confidential, for process patents incru"de polymer
utility-patent invention including that it
any proprietary information. Contracts have a finite or specific term, and do A number of conditions exist for a
The invention must also be com-
ilot have to be prepared by a lawyer to be valid. However, it is highly rec- be (1) new, (2) useful, and (3) unobvious.
apprication. Finall,v, the invention
ommended and a simpie contract may cost little as $500 in legal fees. pretely and adequatery described in the
more than one year prior to the patent
as
'frudemark. must not be disciosed to the pubiic
A trademarh is a symbol, design, word, or combination thereof
application.
used by a manufacturer to distinguish its products from those of its cotr]- aspects of a product such
Design patents are granted for ornamentar
petitors, principall,v to distinguish its source. Exanipies include IBl\,{, GE,, surface decorition' Examples include
as shape, configuration, ánd/or any
XEROX, Coke, and Pentiurr. Protection is provided against others from the statue of Liberty and new fonts'
the coke bottle shape, a model of
making, using. or selling products using trademarks under individual state onrv after a thorough review of the inventor's
A u.s. patent is granted
Jau,s and the Federal Trade Act of 1946. Trademark law also protects trade process patenrs iast for 20 years.
appiication b,v the uspro. utitity and
dress. Trade dress is a distinctive, nonfunctional feature (j.e., appearance) The filing feás range from about $500
The design patent iasts for 14 years.
that distinguishes a company's goods or services from those of another. process may cost $5'000 or more if a
to $1,100. F{owever, the patenting
Trade dress invoives product color, configuration, and packaging. Examples process. These costs are typically
iawyer is used to expedite the uppii*tion
include the packaging for Wonder Bread, the tray configuration for employee-inventor'
borne b-v an emplo,ver on behalf of the
I{ea}thy Choice frozen dinners. and the color scheme of Subway sub shops
as well as the Golden Arches" the International l{ouse of Fancakes' blue 4'13'
protection are summ aúzedin Table
roof. anci the F{oward Johnson's orange roof. Different fl'om a paient. a The basic t,vpes of inteliectual property
trademark is protected from its first commercial use, whether it is registeled
ptottt' tntttt'
or not. It need not be registeled witir the ti.S. Patent and'Irademark Cffice TABLE,4.l3 Summar,v of Metho¿t io
Application Registration
(tJSP'fO) or the individual state. Flowever, if registered with the USPTO, Available Costs
Length Required
protection is afforded in all states b), the one application. Registered Protects
sOme
indefinite no
trademark owners may also display the @ symbol. A trademark has a Tra,Je Secret formulas. recipes'
processes
}A-year life and is indefinitely renewable. >$500
iength of no
Contract items sPecified
Copyrighrs. Authors of creative literarli, musical, or artistic works are afforded contract
ves >350
protection under the constitution and the U.S. Copyright Act af. 1976. The Trademark graphical s,vrnbol 20 yrs renewable no

law provides copyrights such that the author can exclusively publish and or word
yes >$30
author's life no
produce his works andior sell the rights to his works. Exarnples include Copyright literary. musical
or artistic works +70 yrs
books, sheet music, photos, paintings, sculptures, dramas, sermons, rnovies, yes yes >$1.100
function, Process 20 yrs
UtilitY Patent
sound recordings, and computer software. The work must be creative. orig- 14 yrs yes yes >$500
Design Patent appearance
inal. and fixed on paper, canvas, videotape, film, hard drive and/or disk.
Under the "fair use" provision, small portions of the work may be repro-