BangProd #7 Concept Selection and Morphology Analysis

FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3

by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #7
IDEA (CONCEPT) SELETION
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
BYG 2018 - PENGEMBANGAN PRODUK - IEH3D3 TEL U – FAK. REKAYASA INDUSTRI
CONCEPT DEVELOPMENT FUNNEL
concept generation
concept screening
concept scoring
concept testing
budhiyogas@telkomuniversity.ac.id
CONCEPT SELECTION PROCESS

• Criteria
Prepare the • Reference Concept
Matrix • Weightings
Rate • Scale (+ – 0) or (1–5)

Concepts • Compare to Reference Concept or Values
Rank
• Sum Weighted Scores
Concepts
Combine • Remove Bad Features

and • Combine Good Qualities
Improve
Select Best • May Be More than One

Concept • Beware of Average Concepts
Reflect on • Continuous
the Process Improvement
EXAMPLE : CONCEPT SCORING

Concepts
A DF E G+
(reference)
Master Cylinder Lever Stop Swash Ring Dial Screw+
Weighted Weighted Weighted Weighted

Selection Criteria Weight Rating Score Rating Score Rating Score Rating Score
Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2
Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45
Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5
Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75
Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45
Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4

Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3
Total Score 2.75 3.45 3.10 3.05
Rank 4 1 2 3
Continue? No Develop No No
FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3
by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #7
MORPHOLOGY ANALYSIS
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
MORPHOLOGICAL ANALYSIS
 The term morphology comes from classical Greek (morphe) and means the study of
shape or form.
 It is concerned with the structure and arrangement of parts of an object and how
these conform (i.e. fit together) to create a whole or Gestalt.
 The “objects” in question can be physical (e.g. an organism, an anatomy, or an
ecology), social (e.g. an organization or stakeholder structure), or mental (e.g.
linguistic forms, concepts, or system of ideas)
MORPHOLOGICAL ANALYSIS
 A method for systematically structuring and investigating the total set of
relationships contained in multi-dimensional, usually non-quantifiable,
problem complexes (Ritchey)
FRITZ ZWICKY
 Fritz Zwicky (February 14, 1898 – February 8,

1974) was an American-based Swiss astronomer
of Bulgarian origin. He was an original thinker,
with many important contributions in theoretical
and observational astronomy.
MORPHOLOGICAL ANALYSIS – GENERATING IDEAS IN PRODUCT

DEVELOPMENT
1. Explicitly formulate the problem

2. Identify parameters
3. List all possible combinations of parameters
4. Examine feasibility of all alternatives
5. Select the best alternative
(Urban and Hauser)
MORPHOLOGICAL CHART
 A morphological chart is a table based on the function analysis.

 A morphological chart is a visual way to capture the necessary product functionality
and explore alternative means and combinations of achieving that functionality.
STEPS TO MAKE MORPHOLOGICAL CHART

 Establish the functions that any acceptable product must perform (i.e. conduct a problem
analysis).
 List the functions, one per row, in a chart.
 For each function (row), list a wide range of sub-solutions, one per column.
 Select an acceptable set of sub-solutions, one for each function.
→ CONCERNS 
 The list should not be too long, but should encompass the major product functions, at a appropriate level of
generalisation.
 Think about new ideas, as well as known solutions or components and where possible ideas should be expressed visually
as well as in words.
 The total number of combinations may be very large, so they may need to be limited to the most feasible or attractive
options.
 Name each viable combination as a potential solution for further evaluation later.
Imagine a simple problem complex, which we define as consisting of three

dimensions - let us say "color", "shape" and "size“
 color : red, green, blue, yellow, brown

 size : large, medium, small
 shape : round, box, cone
EXAMPLE : HARVESTING EQUIPMENT
 Vegetable Picking Device = NONE
 Vegetable Placing Device = Option 1
 Dirt Sifting Device = Option 3
 Packaging Device = Option 1
 Method of Transportation = Option 1
 Power Source = Option 2
EXAMPLE :HARVESTING EQUIPMENT
 Front wheels turn belt which in turns

provides torque on blade shaft.
 Blade and sifters sort debris from
vegetables.
 Vegetables are then slung into
carriage compartment where
operator packages product.
 Vegetable Picking Device = Option 1

 By taking advantage of a plow the
vegetables will be ripped free from
the roots and travel up the plow to
the conveyor system.
 The conveyor system is composed
of two axles and a conveyor belt,
also used for sorting out the
vegetables from the dirt and small
stones, more or less like a sifter.
 Once at the top of the conveyor
system the vegetable is pushed onto
a rear loading table complete with
guides.

 Tubes cut vegetable dragging it against
the cart.
 Once vegetable is against cart it is
guided inside the pipes until the pipe
reaches the upper position.
 There is a hole at the bottom of each
pipe where vegetable exits.
 At this point there is a slide that carries
the vegetable to the back of the cart.
 Pull from support brackets in y-

direction by horse.
 Plows pull vegetables up and onto
runners, where unwanted debris falls
through gap in middle.
 Sack is attached to end of runners and
entire unit is tilted back on wheels to
gather vegetables.
CLASS DISCUSSION
 Morphological Charts to help generate mobile phone concepts?
MOBILE PHONE CONCEPTS
DISKUSI KELAS
Pengembangan Konsep/Ide : ….
1. Clarify the problems (decomposition)
2. Pembuatan Morphological Chart
THANK YOU…
“For once you have tasted

flight
you will forever walk the earth
with your eyes turned
skywards,
for there you have been
and there you will long to
return”.
(Leonardo da Vinci)

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FAKULTAS REKAYASA INDUSTRI

PENGEMBANGAN PRODUK - IEH3D3

IDEA (CONCEPT) SELETION

CONCEPT DEVELOPMENT FUNNEL

CONCEPT SELECTION PROCESS

Rate • Scale (+ – 0) or (1–5)

Combine • Remove Bad Features

Select Best • May Be More than One

EXAMPLE : CONCEPT SCORING

Weighted Weighted Weighted Weighted

Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4

 Fritz Zwicky (February 14, 1898 – February 8,

MORPHOLOGICAL ANALYSIS – GENERATING IDEAS IN PRODUCT

1. Explicitly formulate the problem

(Urban and Hauser)

 A morphological chart is a table based on the function analysis.

STEPS TO MAKE MORPHOLOGICAL CHART

Imagine a simple problem complex, which we define as consisting of three

 color : red, green, blue, yellow, brown

EXAMPLE : HARVESTING EQUIPMENT

EXAMPLE : HARVESTING EQUIPMENT

 Vegetable Picking Device = NONE

 Vegetable Placing Device = Option 1

 Dirt Sifting Device = Option 3

 Packaging Device = Option 1

 Method of Transportation = Option 1

 Power Source = Option 2

EXAMPLE :HARVESTING EQUIPMENT

 Front wheels turn belt which in turns

EXAMPLE : HARVESTING EQUIPMENT

 Vegetable Picking Device = Option 1

 Vegetable Placing Device = Option 3

 Dirt Sifting Device = Option 1

 Packaging Device = Option 2

 Method of Transportation = Option 1

 Power Source = Option 2

EXAMPLE : HARVESTING EQUIPMENT

EXAMPLE : HARVESTING EQUIPMENT

 Vegetable Picking Device = Option 3

 Vegetable Placing Device = Option 4

 Dirt Sifting Device = Option 3

 Packaging Device = Option 4

 Method of Transportation = Option 1

 Power Source = Option 2

EXAMPLE : HARVESTING EQUIPMENT

EXAMPLE : HARVESTING EQUIPMENT

 Vegetable Picking Device = Option 2

 Vegetable Placing Device = Option 4

 Dirt Sifting Device = Option 3

 Packaging Device = Option 1

 Method of Transportation = Option 1

 Power Source = Option 2

EXAMPLE : HARVESTING EQUIPMENT

 Pull from support brackets in y-

 Morphological Charts to help generate mobile phone concepts?

1. Clarify the problems (decomposition)

2. Pembuatan Morphological Chart

“For once you have tasted

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