ENT600 – TECHNOLOGY ENTREPRENEURSHIP

ASSIGNMENT: NEW PRODUCT DEVELOPMENT

NAME OF INNOVATION: AUTOMATIC

BRAKING ASSISTANCE WITH ULTRASONIC
SENSOR

NAME AND ID OF GROUP MEMBERS:

NAME STUDENT ID
MOHAMAD KHAIRUL AZMI BIN 2018639072
KHARUDDIN ANUAR
MUHAMAD AMIRRUL ASYRAF BIN 2018206644
KHAIRUDDIN
MUHAMMAD AFIQ BIN KAMIL ARIF 2018693916
MUHAMMAD AZAMUDDIN BIN 2018638632
ZAMRI
MUHAMMAD DANIAL BIN 2018674394
KAMARUZAMAN

PROGRAM CODE & GROUP CODE: EE2428C

NAME OF LECTURER: PROFESSOR MADYA DR

ROHANA NGAH ABIDIN

DATE OF SUBMISSION: 10 JULY 2021

1. TABLE OF CONTENTS

2. EXECUTIVE SUMMARY .............................................................................................. 1

3. INTRODUCTION ............................................................................................................ 1
3.1 Problem Statement ...................................................................................................... 1
3.2 Methodology ............................................................................................................... 2
4. NEW PRODUCT DEVELOPMENT.............................................................................. 3
4.1 Definition .................................................................................................................... 3
4.2 Classification of NPD.................................................................................................. 3
4.3 New Product Development Process ............................................................................ 4
4.3.1 Research & Development .................................................................................... 4
4.3.2 Product Design/Features .................................................................................... 11
4.3.3 Concept Testing ................................................................................................. 12
4.3.4 Build Prototype (2D or 3D Design) ................................................................... 14
4.3.5 Test Marketing ................................................................................................... 15
5. CONCLUSION ............................................................................................................... 15
2. EXECUTIVE SUMMARY

It is well known that the difficulties of being visually impaired are immeasurable. This
study was conducted to develop a product that could help people who are unaware of their
surroundings. It also determines the number of potential customers who are interested in this
product. This paper will highlight the product's design, the process involved, and the reasoning
behind how it was selected and produced.

3. INTRODUCTION

3.1 Problem Statement

Driving is a common activity for most of the people. The number of vehicles is
increasing day by day. Now a days, the technology has got vast changes which leads increase
in speed. The speed plays a vital role to maintain time for longer distances. But this speed also
getting a major problem for causes of road accidents. The common braking is not enough for
avoidance of accidents when driver not active. Further improvement must be done in braking
system to brake a vehicle when driver is not able to brake. For example, it may need automatic
braking system. This automatic braking system allows the vehicle to brake without support
from the driver.

The main target of the ultrasonic braking system is that vehicles should automatically
brake when the sensor sense the obstacle in front of it. This is a technology for automobile to
sense an imminent forward collision with another vehicle or an obstacle that occur, and to brake
the vehicle accordingly, which is done by the braking circuit. This new system is designed to
solve the problem where drivers may not be able to brake manually exactly at the required
time, but the vehicle can stop automatically by sensing the obstacles to avoid an accident.

In order to reduce the emission levels, more work is going on for the modification of
engine work functions and all. There are several kinds of braking mechanism system that would
only be applicable mechanically, to move the ideology deeper and brief the automatic braking
system will be more sufficient and satisfactory in addition to mechanical braking system.

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 In present generation, number of vehicles are coming into existence with newer
technologies for implementation of human comfort and other conditioning. To extend the
ideology in more brief manner and to take the step-in different way, may Automatic braking
system would full fill the methods of extension of technical existences.

3.2 Methodology

1. Survey

Questionnaires, such as Google forms, are distributed to see if this innovative product
can solve problems and improve the lives of people who are unaware of their surroundings.
Also, the likelihood of the proposed product being accepted by the market, as well as the
amount of money they are willing to spend on the product.

2. Research
Existing methods, such as the dashcam, have been studied and researched. Our project
is innovative, with new products and upgrades to existing products on the market.

3. Limitations

Relating to the information collection process, due to several constraints, such as

limited time, the problem of finding respondents for the survey sessions and people willing to
fill out the survey form arises. Even though this data collection process was carefully planned,
there were still limitations and flaws. The survey was conducted on a huge scale, involving the
public, with only __ respondents willing to fill out the survey form. Because the population
was so small, the findings presented may not be generalizable. A larger sample size would be
required to accomplish this.

Furthermore, the lack of previous research studies on braking assistance has affected
the research and development process. We can only revise limited reading and eventually
strengthen it with our field knowledge. Due to the lengthy research and development process,
time constraints and the COVID-19 pandemic are also major challengers in the overall process
of introducing this new product.

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4. NEW PRODUCT DEVELOPMENT

4.1 Definition

Engineering has assisted most people in their daily lives with the invention of
Automatic Braking Assistance with Ultrasonic Sensor, which can improve braking system.
Automatic Braking Assistance is a device specifically designed to improve vehicle safety as a
major problem that occurs when driving. It has many functions that allow a vehicle to do almost
anything, such as prevent two vehicles from colliding. In this invention, some new features
have been made to improve the braking system. To improve the previous invention's braking
system, ultrasonic sensor technology has been introduced. The use of ultrasonic sensors is
increasing as vehicles shift to electric vehicles with computerised and well-programmed
components and systems. The distance between the vehicle and the obstacle in front of them
will be measured by the sensor. Another new feature of this product is that it can be easily
installed by a third-party company. It is a stand-alone device that can be used in a variety of
vehicle types and brands in today's market. Instead of selling a standard braking system with
no automatic braking system, this new advancement can assist drivers in switching from a
standard braking system to an Automatic Braking Assistance with Ultrasonic Sensor in a split
second by installing it without the involvement of the manufacturer.

4.2 Classification of NPD

This product is in the early stages of research and development. Similar products on the
market, according to the research, are in the early stages of development. Many competitors
have entered the market with automatic braking assistance. As a result, new features must be
added to the product for it to progress. The technology of automatic braking assistance is not
new to the industry. Because the market price is higher, a new product can take advantage of
this and use low-cost materials with the help of new technology, significantly lowering the
price of the product.

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 Automatic braking assistance is becoming more popular. Many new competitors are
entering the market, which can have some negative consequences. As a result, some new
improvements to the product have been made to increase sales. Aside from the automatic
braking system (ABS), new features such as an ultrasonic sensor have been added. The features
are frequently found in liquid level control, presence detection, and people detection. However,
with this new invention, the product is not embedded in the vehicle, but rather a piece of
waterproof plastic material that contains the components for the features. The drivers can pull
out the product if broken and change a new one or change to another vehicle. This feature is
one of the new improvements to the automatic braking system.

4.3 New Product Development Process

4.3.1 Research & Development

a) Idea generation

The idea sparked as our CEO of the company, Mr. Khairul Azmi who told us about a
major challenge for drivers on how fast their reaction for pressing the brake pedal at the
right time to avoid accident. Most of the drivers are very careful with speeding when they
are driving their own car and they know the suitable time to press the brake pedal.
Unfortunately, there will be a time when driver cannot estimated distance of car in the front
and will not able to press the brake pedal at the right time to avoid accident. Moreover, a
driver with low reflexes or a driver with sleep disorder may face a difficulty in pressing the
brake pedal at the right time to avoid accident. To solve these problems, driver can use this
new design of Automatic Braking Assistant (ABA) that can provide a braking system which
triggered automatically when the ultrasonic sensor detect the object or car in the front. Thus,
the ideas came up with some new features and various function such as display monitor,
camera for our own braking system as shown in the Figure 1 below.

Figure 1: Ideas for Automatic Braking Assistant (ABA)

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 Figure 2: Sketch of Automatic Braking Assistant (ABA)

b) Idea screening

Idea screening is defined as a process which is used to evaluate innovative product ideas,
strategies and marketing trends. Our company innovative product idea is the Automatic
Braking Assistant that can provide a braking system for driver which triggered automatically
when the ultrasonic sensor detect the object or car in the front when driving. The first main
idea was to add ultrasonic sensor to the braking system only but after carefully discussed with
all the executives of our company, new ideas were proposed which are to add camera and
display monitor to the braking system. The camera is combined with ultrasonic sensor to
become one unit device which is known as Radar Sensor and the display monitor is installed
inside the car so that driver can see the distance of car in the front when driving. The camera,
ultrasonic sensor and display monitor are all connected to the Electronic Control Unit (ECU)
of the car.

The idea screening process was obtained based on the survey research that has been
conducted on the Google Form where many ideas and opinions from 24 people of respondents
on how far they know about Automatic Braking Assistant, the feedback about the product and
some suggestions for improvement to product concept that they want to share. Moreover, this
survey research helps the company to decide the best idea for the product as it will reflect many
idea to improve the functionality and the technology of the Automatic Braking Assistant. For
the market trends, the latest technology of braking system is the Anti-Lock Braking System
(ABS) which functioning as to prevent a car from skidding when the braking system is
triggered so that driver can control their car safely. The ABS is triggered manually where the
driver have to press the brake pedal and the. The ABS is known to follow the market trends
where the product follows the customer needs. The sudden increasing in car accident that
involved a car skidding after brake pedal is pressed by driver is what make ABS to be

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developed in the first place. So, for our product, the Automatic Braking Assistant will be sure
to be a market trend product in the future because it provide a braking system for driver which
triggered automatically when the ultrasonic sensor detect the object or car in the front when
driving which is never been develop in this era. The Automatic Braking Assistant is suitable
for driver who have low reflexes or a driver with sleep disorder which can prevent an accident.

c) Market survey

Market survey is defined as survey research and analysis of the market for a particular
product/service which includes the investigation into customer inclinations. A study of various
customer capabilities such as investment attributes and buying potential. Market surveys are
tools to directly collect feedback from the target audience to understand their characteristics,
expectations, and requirements. The market survey is conducted by preparing a few
questionnaire on Google Form to gain information on Automatic Braking Assistant demand
and its potential in the market. There are total of 24 respondent from the Google Form where
8 of the respondents are Female and 16 of the respondents are Male as shown in the Graph 1
below. Based on the survey, it is found that the majority of the respondents are from 20 to
25 years old where most of them are students and employees respectively while the rest are
from 50 to 60 years old which maybe a retiree and senior citizen as shown in Graph 2.
From the survey, there are 16 respondents disagree that it is not fully safe to use manual
braking system on current vehicle technology while 8 respondents agreed that it is fully safe to
use manual braking system on current vehicle technology despite increasing road accident as
shown in the Graph 3 below. Majority of respondents from the survey are willing to upgrade their
current used braking system of car to our product which is the Automatic Braking Assistant. Thus,
Automatic Braking Assistant (ABA) product is concluded to have a high potential in
automotive industry market.

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 Count of Gender?
18
16
14
12
10
8
6
4
2
0
Female Male

Graph 1: The Gender Count of the respondents in the survey of the Google Form

The average age of the respondents

Respondents

Age

Graph 2: The Average Age of the respondents in the survey of the Google Form

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 Do you think it is fully safe to use manual
braking system on current vehicle technology
despite increasing road accident?
20

15
Respondents

10

0
No Yes
Answer

Graph 3: The Feedback on Manual Braking System from Respondents in the survey of
Google Form

Are you always aware of your surrounding when

driving a car for a long time?
25

20
Respondents

15

10

0
No Yes
Answer

Graph 4: The Feedback on the Awareness of respondents when driving a car for a long time

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 Do you willing to upgrade to the Automatic
Braking System in the future for your family
safety ?
25

20
Respondents

15

10

0
No Yes
Answer

Graph 5: Feedback on willingness of respondents to upgrade to Automatic Braking System

from the survey in the Google Form

Pie chart 1: Feedback from respondents of the survey in the Google Form about our product
with current available system

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 Graph 6: Features that respondents would like to add into the product

As a conclusion from the survey research that was conducted through the Google Form,
our company is confident that our product which is the Automatic Braking Assistant (ABA)
will have a high potential in automotive industry market because there are lot of good feedback
were depicted by the respondents of the survey. Most of the respondents from the survey want
to upgrade their current braking system of car to our product, the Automatic Braking Assistant
(ABA) as shown in the Graph 5. This shows that our product can be a trend market product
that can compete in high level with the current existing product as a shown in the Pie chart 1
above. Even the features such as the Forward Collision Warning (FCW), Emergency Brake
Assist (EBA), Forward Collision Avoidance (FCA) and Forward Collision Mitigation (FCM)
that respondents of the survey want our company to include it into the Automatic Braking
Assistant (ABA) is shown to have received a warm welcome and high expectation on our
product.

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4.3.2 Product Design/Features
Product Overview

D
A
B

Figure 3: Details of Radar Sensor for Automatic Braking

Assistant

E
F

Figure 4: Details of Display monitor for Automatic

Braking Assistant

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 Description of product

Table 1: Description of product

LABEL FEATURES FUNCTION

A Radar Sensor To detect the obstacle

B Camera To give vision to display

C Wire to Display Connect between display and

sensor and camera

D Wire to ECU Connect between sensor to ECU

E Display Screen To display the image

F Embedded wire Connect between Radar sensor to

connected from Radar Display monitor
Sensor

4.3.3 Concept Testing

The main objective of the concept testing is to analyse how the customer will react
towards the product innovation. A survey is done to record how high the customers need and
demand. Besides, the survey is conducted to find quality check between the description of an
idea and actual product development. Basically, the survey is focusing on the respondent that
live in the busy city and has a car, especially consumer that lived in Kuala Lumpur and Shah
Alam.

In the survey, a written communication method using Google form has been used to
interact with the respondent about the product. The survey is held online, to limit the physical
interaction due to pandemic issue, The function and the details about the product are being
highlight in the survey taken by the consumer which also question the respondent’s opinion on
how the product really can help them or not. This survey targeted the respondents that are aged
21 and above that are able to own a car. Concept question and answer (Q&A) are applied in
the survey to collect the data and suggestion from respondent to make sure the product fulfill
their meet and needs. All of the respondent leaves a positive feedback about the product. Many
positive reactions are given from the respondent about our ideas, they really hope that this

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product can resolve their worriedness about safety of person that they care. Nevertheless, there
also come feedback and recommendation from the respondent about our product, which is to
add more features to this product. For concept testing, our company sketch the 2D shape of the
product first. After the 2D shape is successfully sketched, our company proceed with the
designing the 3D shape of the product. Lastly, the prototype of product will be tested in a real
car as the final concept testing of the product.

1 2 3

2D 3D PROTOTYPE

Figure 5: Concept Testing of Radar Sensor for Automatic Braking Assistant

1 2 3

2D 3D PROTOTYPE

Figure 6: Concept Testing of Display Monitor for Automatic Braking

Assistant

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 4.3.4 Build Prototype (2D or 3D Design)

Figure 7: Build prototype of Radar Sensor for

Automatic Braking Assistant

Figure 8: Build prototype of Display monitor for

Automatic Braking Assistant

Based on the Figure 7 and Figure 8 above, these are the build prototype designed of
Radar Sensor and Display Monitor for Automatic Braking Assistant (ABA). The Radar Sensor
is installed on the front of bonnet of car for testing as shown in the Figure 7 above. The Display
Monitor is installed inside the car for testing as shown in Figure 8 above.

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 4.3.5 Test Marketing

The product will be tested in urban area that has a lot of cars and highway that have
high risk accident. The target market will be for people who is able to own a car and for some
people that keep negligent with lack of awareness to surrounding.

5. CONCLUSION

In conclusion, the process of generating ideas and executing ideas are decided after
many stages. Idea generation and idea screening is the stages where brainstorming is done and
filtering ideas and finally deciding the final product to be develop. This new product
development aims in functionality, reliability, safety, and durability of the product. Concept
testing is done by executing question and answer session with respondent who probably will
bought for the target consumer. The design of the product is made to comforting the user while
last longer and suits with current trends. For long term mission, Automatic Braking Assistant
(ABA) aim to reduce the road accident whether it is from the drive itself or from other drivers.

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