Class PPT 2

Concept Generation
Dr. Abhinav Varshney, MANIT Bhopal

Next step after development of specifications is to develop concepts
FORM FOLLOWS FUNCTION
Understand the function of a device, before we design its form!

Take an example of a product whose specifications are as follows
• The device should protect bike riders from accidents particularly their heads during bike
riding
• Weight should not be more than 0.5 kg.
• Should be able to bear an impact of 500N/s
• Highly tough and must not crack/break under extreme conditions
• Reasonable cost
• Life: 5-6 years on rugged usage and 10 years when used rarely
• Easy to wear and easy to unwear
• Does not suffocate rider
• Must protect the rider from gusty winds and dust
• Must have a provision for Bluetooth/pods
• Must give signal to a nearby hospital/ambulance in case of impact greater than the critical
amount.
• Should be comfortable
• Should not isolate driver from outside environment
Function tells “what” the product must do
whereas
Its form/structure conveys “how” the product will do it

Function is the logical flow of energy, material, or information
between the objects or the change of state of an object caused
by one or more of the flows

ANOTHER EXAMPLE
Suppose you have to make a device to join the two lego blocks.
How will you do it?

3. Attach
2. Position
1. Grasp
B
A
Grasp Position Attach
To accomplish these you need to provide

1. Information
2. Energy
3. Material

Technique for designing by function
STEP 1: Find the overall function that needs to be accomplished
Generate the single statement of the overall function on the basis of the customer requirements
Lego Lego
position A JOIN TWO LEGO BLOCKS position B

STEP 2: Create sub-function descriptions
Identify the subfunctions
Reasons for decomposing the overall function:

1. Resulting decomposition controls the search for solutions to the design problem.
2. Division into finer functional details leads to a better understanding of the design problem.
(Function can be fully understood)

Lego Lego
position A JOIN TWO LEGO BLOCKS position B
Dividing in
to subfunctions
Lego Lego
Grasp Position Attach
position A position B
Breakdown each subfunction

as finely as possible
Give signal Position the Using external Ensure to hold it Ensure to hold it
to the actuator actuator power move the to just the right to just the right
actuator force force

STEP 3: Order the subfunctions
• Flow must be logical
• Redundant functions must be identified and combined
• Functions not with in the system boundary must be eliminated
• Energy must be conserved as they flow through the system

Ways to think Creatively
OR
How to generate concepts

Make Analogy

A B C D E F
1 2 3 4 5 6
Identify the correct match
An interesting case of flat glass making

Types of Analogy
Direct Analogy
Velcro Cockleburs on woollen cloth

Gecko Lizard
Magnified image of Lizard foot
Dr. Abhinav Varshney, MANIT Bhopal Space Cleaning Robot

Self Cleaning robot for glasses in high rise buildings
Can you cite any other example for Direct
analogy?

Fantasy analogy
The designer disregards all problem limitations and laws of nature, physics, or reason.
Instead, the designer imagines or wishes for the perfect solution to a problem.
A problem solving process in which participants are asked to consider outlandish, fantastic
or bizarre solutions which may lead to original or ground breaking ideas
EXAMPLE: Lost car in a parking lot.

Can you give any other example of Fantasy
Analogy?

Personal Analogy
The designer imagines that he or she is the device being designed, associating his or her
body with the device or the process under consideration.

Cite other examples of Personal Analogy

Make the strange familiar and the familiar
strange
Same as analogy ??
The essence of the creative act is to see the familiar as strange!

-Anon
Familiarity reduces the greatness of things.
God hides things from us by putting them near to us.
This morning you made a cup of tea or coffee and had your breakfast – the
same as yesterday. But was it? You will never even brush your teeth in
precisely the same way as yesterday. Every minute is unique.
Chance favours only the prepared minds
INVENTIONS INVENTORS
(A) Floating glass (1) Alexander Fleming
(B) Vulcanization of Rubber (2) Thomas Alva Edison
(C) Steam Engine (3) William Thompson
(D) Penicillin (4) Sir Alastair Pilkington
(E) Bulb (5) Charles Goodyear
(F) Mirror Galvanometer (6) James Watt
Invention is 95 percent perspiration and 5 percent inspiration.

-Thomas Alva Edison
Read to generate ideas “The use of reading is
to aid us in thinking.”
-Edward Gibbon
Reading without reflecting has been compared to eating without digesting.
Reading is to the mind what exercise is to the body
“Some books are to be tasted, others to “Reading is to the mind what

be swallowed, and some few to be chewed exercise is to the body”
and digested.” -
Francis Bacon -Sir Richard Steele

Keep a notebook
Keep a notebook to record possible materials for your present or future use:
• ideas,
• a scrap of conversation, Write it down!
• something seen or heard on television or radio,
• a quotation from an article or book, When you write, you think!
• an observation,
• a proverb.
‘A man would do well to carry a pencil in his pocket, and write down the
thoughts of the moment.
Those that come unsought are commonly the most valuable and should be
secured, because they seldom return’
-Francis Bacon
BRAINSTORMING

Brainstorming
• Brainstorming is the most common method used by design teams for generating ideas.
• Each member of the group contributes ideas from his or her own view point
• Rules of brainstorming
• Generate as many ideas as possible.
• Record all the ideas generated
• Think wild. Silly impossible ideas sometimes lead to useful ideas.
• Do not allow evaluation of ideas; just the generation of them. Ignore any evaluation, judgement
or other comments on the value of an idea
• Set a time by which the session should end

Participants in brainstorming sessions react to ideas they hear from others
by recalling their own thoughts about the same concepts.
This building upon others’ ideas is known as piggy-backing or scaffolding, and it is an

indicator of a well-functioning brainstorming session.
It has been found that the first 10 or so ideas will not be the most fresh and
creative, so it is critical to get at least 30 to 40 ideas from your session
SCAMPER CHECKLIST
Proposed Change Description
S Substitute What if used in a different material, process, person, power source,
place, or approach?
C Combine Could I combine units, purposes, or ideas?
A Adapt What else is like this? What other idea does it suggest? Does the past
offer a parallel solution?
M Modify, magnify, minify Could I add a new twist? Could I change the meaning, color, motion,
form, or shape? Could I add something?
P Put to other uses Are there new ways to use this as is? If I modify it, does it have other
uses?
E Eliminate Can I remove a part, function, person without affecting outcome?
R Rearrange, reverse Could I interchange components? Could I use a different layout or
sequence? What if I transpose cause and effect?
The SCAMPER questions are generalized, they sometimes will not apply to a specific technical problem.
Therefore, if a question fails to evoke ideas, move on quickly to the next question.
What after Brainstorming?
10
9
7
8
6
Arrive at ideas that are
5
Converge physically realizable/feasible
4
3
1 2
Box of ideas generated

from Brain Storming

Sort ideas in to three categories
2
1 Ideas that 3
Ideas that may have potential Ideas that
are feasible after more thought are unfeasible*
or research are applied
* Why this idea is not feasible?

What has to be changed to makes this idea feasible?
Brainstorming topic
How to improve food quality in MANIT hostel mess?

Brainwriting (6-3-5) Method

6-3-5 method
Drawback to Brainstorming
• It can be dominated by one or a few team members
• Points of the members may not be noted precisely.
• There could be a communication gap among members.
6-3-5 method forces equal participation by all!
It is basically brainstorming on paper and is also known as

brainwriting.

Optimal number of participants is ‘6’. (Min 3 and Max 8)
1Each member takes a clean sheet of paper and divides it in to three column and number
of rows equal to number of participants.
2 Each team member writes 3 ideas for the problem in the topmost row.
(Ideas can be sketched or written, they must be clear enough and others may understand
the important aspects of the concepts.)
3 After 5 minutes of work on the concepts, the sheets of paper are passed to the right.
The team members now have another 5 minutes to add 3 more ideas inspired by the
previous idea(s) on the sheet.
4 Repeat step 3 until every member has written in all the sheets
5 Review all the generated ideas and cluster them. Vote for the best.
Template for 6-3-5 method
Round 1 Round 1 Round 1

How many ideas will you get
with 6-3-5 method?
Round 6 Round 6 Round

Dr. 6
Abhinav Varshney, MANIT Bhopal
Brainwriting topic
How to ease the joining process of first year students at
MANIT Bhopal?

Topics for Brainwriting
1. Suppose you are working for a company “ The Local Bus Co.” They have
developed an app that can give relevant information about the buses. But
not many people are using the app. The company owner approach you and
ask “ How can we get people to use our app and increase its value to our
users?”
Possible Variants
The Local Bus Co. The Boldy Gym Sharma Grocery Woody Furniture Pan Waala Sweety Sweets
buses Gym Grocery items Wooden Furniture Pan and Sweets and Dairy
Mouth fresheners Products
2. A company “ PIKE” has to increase its sale. It produces sports shoes and
want to increase its reach to every age people. What might the company
do to increase the value of their product and increase its reach?
Possible Variants
PIKE Tivia Jhankaar Beats Road Master LMN Publications
sports shoe Sports equipments Musical Instruments Cycles Books
Who are my customers/users/stakeholders?
End User/Primary User
Secondary User
Tertiary User
What does the customer want?
The research on customer needs for a particular product or for the development of a
new product is done using a number of formal methods.
Who performs the research
• Marketing department specialist

• A team made up of marketing and design professionals

Gathering Information

Characteristics of a design team

Problem Solving behavior
Everybody has a unique manner of problem solving. A

person’s problem-solving behavior affects how decisions
are made individually and has a significant impact on
team effectiveness.

• There are 5 problem solving dimensions
• Since all the team members bring their individual problem-solving

processes to team activities, it is the interaction of all the
individuals’ solution processes that determines the team’s health!

1. Energy Source
Measure of whether you are
an internal problem solver (introvert)
an external problem solver (extrovert)
If a person is reflective, is a good listener, thinks and then speaks, and enjoys solving
problems alone, then she is an internal problem solver.
If the person’s energy comes from outside through interactions with others (i.e., the
person is sociable and tends to speak and then think) she is an external problem
solver
There is no right or wrong style; this is merely the way people operate.
In team settings both internals and externals have characteristics that are
essential to the team but may cause difficulty—the externals tend to
overwhelm (overcome) the internals, who are reluctant (hesitant) to share their
ideas.

2. Information Management or originality
Measure of whether you like working with
• Facts
• Possibilities
People who prefer facts and details are literal, practical, and realistic;
they appreciate the here and now.
Those who think in terms of possibilities, patterns, concepts, and
theories are looking for relationships between pieces of information
and the meaning of the information.

To solve most problems it is important to have a balance between the two
extremes. When solving a problem alone, fact-oriented people have
trouble getting started, whereas possibility-oriented people have
trouble doing the details.
Design requires working with both facts and possibilities.

Thus, both types of thinking are essential on a design team

3. Preference for Information language
• Verbal
• Visual
Visual information includes pictures, diagrams, graphs, and hardware.

Verbal information includes written or spoken words and mathematical formulas.
When you are working alone, the language you use is not an important
consideration. In teams, however, the preferred languages greatly affect the
development of a shared vision of the problem and alternative solutions
4. Deliberation style or accommodation
Way by which you tend to solve the problem
• Objectivity
• Subjectivity
People who rely on interpersonal involvement, circumstances, take a subjective

approach to design. These team members can be referred to as “adaptors.”
Conversely, team members who are logical, detached, and analytical take an
objective approach to problems

5. Decision closure style
• Flexible
• Decisive
If a person goes with the flow; is flexible, adaptive, and spontaneous; and
finds it difficult to make and stick with decisions, he is considered
flexible.
If, on the other hand, he makes decisions with a minimum of stress and likes
an environment that is ordered, scheduled, controlled, and deliberate,
then he is decisive.
Design Thinking
Some thing wrong with these door??
What’s wrong with these Switch Boards?
Do you face problem in changing Gear in your car?
What about these?
Many of the rules followed by
the machines are known only People often fail to Machine does the
by the machine and its follow these secret rules wrong thing
designers!!
Operators are Blamed

CONSEQUENCES
If machine is blamed
It is the duty of the machine and designers to
understand users. It is not our duty to understand the
arbitrary meaningless machines!!
Where is the Problem??
• Technology Limitations
• Self imposed restrictions by the designers
• Incomplete understanding of human-machine interaction
What Engineers think!!
If only people
We are people
would read
ourselves, so
instructions,
we understand
everything
people!!
would be alright
People
What is the Solution??
Properly design the design process!!

How to solve a given problem
• We have a dirty habit of solving the problem without bothering to question it!
• Engineers and business people are trained to solve problems. Why would anyone
ever give them the wrong problem?
• The real world is not like the university. In the university, artificial problems are
formulated. In the real world, the problems do not come in nice, neat packages.
They have to be discovered!
It is all too easy to see only the surface problems and never dig
deeper to address the real issues.

Design can be driven by many different concerns.
• Technology
• Competitive pressures
• Aesthetics
• Limits of technological possibilities
• Range of imagination, of society, of art or fashion
• Emphasize reliability, cost, and efficiency.
Human-Centered design ensures that the result fits human desires, needs,
and capabilities.
After all, why do we make products? We make them for people to use.
Good designers never start by trying to solve the problem given to them:
they start by trying to understand what the real issues are. As a
result, rather than converge upon a solution, they diverge, studying
people and what they are trying to accomplish, generating idea after idea
after idea.
Two phases of Design Thinking
Problem Phase Solution Phase
Resist the temptation to jump immediately Instead of solving that problem, consider a wide
to a solution for the stated problem. range of potential solutions.
Only then finally converge upon the proposal.

Instead, first spend time determining what basic,
This process is called design thinking
fundamental (root) issue needs to be addressed.
Don’t try to search for a solution until they have
determined the real problem.

The double diamond model of design
Finding the Right Finding the Right

PROBLEM SOLUTION
Looking is just not enough !!!
– start gazing - start internalizing the pain
– start socializing engineering principles
75,000 Civil Engineers produced by India per year… a challenge still remain to
link affordable drinking water supply to masses in urban areas.
Strengthen the appeal of socializing technologies

Innovations……………………………………………………………….. that take away your pain
Source:
http://www.lcahoust
on.com/2014/04/cy
nthia-koenig-wello-
water/
Difference between conventional design
approach and design thinking approach
Conventional Design approach Design Thinking approach
Focused on the needs of the business Focused on the needs of the user
Well suited to well-defined Well suited to ill-defined or complex
technical problems human problems
1. Fabricate a 4 speed gear box for changing 1. Make a computer controlled chuck with
chuck speed of lath machine continuous variation in speed.
2. Make a bottle for drinking water 2. Make a bottle for drinking water for
Indian Army Jawans
It’s about efficiency It’s about innovation
= Output/Input Human Centric
Above vested interests of the

• Finance organization
• Effort
• Resources
• Relies on divergent thinking and
• Rigid and resistant to change
creativity
• It’s about making things work • It’s about making things better for
humans
• Great for solving specific • Great for new products and

functional problems services
Some products and services made
using design thinking
PillPack, a prescription home-delivery system
For many older adults, keeping track of when to take medications can be challenging and
time-consuming.
PillPack, an online pharmacy and a former startup-in-residence at IDEO that was
acquired by Amazon, has sought to make the experience easier.
• The company created a prescription home-delivery system that organizes medications

into presorted, easy-to-open packets labeled by date and time—and sends them
straight to your door.
What’s New??
Instead of having medications in five different prescription bottles (in addition to

vitamins, supplements, and over-the-counter medicine) and having to remember when
and how often to take them, you receive them all in packets with clearly marked time
stamps that you tear open at specific times.
Airbnb, the online platform that lets you
stay anywhere
When Airbnb was founded in 2008, homestays weren’t as common as they are
today. In the company’s early days, people weren’t booking rooms, and revenue
wasn’t increasing beyond $200 per week. Airbnb is now a multibillion dollar
online platform for lodging and accomodations,
What they did?
The early Airbnb team believed that people were hesitant to book through the
platform because photos of listings were low resolution and didn’t effectively show
users where they would be staying. As a result, they traveled to New York to spend
time with hosts and help them take high quality photos, and revenue doubled.
According to Joe Gebbia, the designer of the group, that instance of meeting their
users changed the trajectory of the business..
Uber Eats, an app that’s redefining food
delivery
Food delivery apps have changed how we eat. Uber Eats connects people to restaurants in
cities all over the world, and each place has its own individual food culture and
ecosystem. Uber realized that to
create a product that would address the unique needs of each city, it needed to immerse
and learn about the varied experiences of restaurant workers, delivery partners, and
customers.
While developing Uber Eats, the team’s designers regularly traveled to different
markets to interview users and observe their product out in the world, from shadowing
delivery drivers to visiting local restaurant owners. Based on their insights, the team has
run experiments and built prototypes to create features—such as the “Most Popular
Items” category. Through research and iteration, the app has continued to evolve and
transform the experience of food delivery.
LA County Voting System, an intuitive and
accessible voting device
Los Angeles County, with a diverse population of almost 5 million registered voters, is the
largest voting jurisdiction in the US. When its voting system, designed in the 1960s, started
to become outdated and not serve the needs of the present, the county collaborated with
Digital Foundry, Cambridge Consultants, and IDEO to prototype a new voting device that
would be intuitive and accessible to residents of all backgrounds, including people who are
low vision or hard of hearing, use wheelchairs, have learning disabilities, or speak different
languages.
The team focused on creating a voting system that would be

customizable for different user experiences. Touch screens navigate voters through the
process, then provide a printed paper ballot that is placed into an integrated ballot box.
There are 11 languages supported, and for those who are low vision, audio provides clear
instructions. The result is a voting experience that supports equal access, meets the needs of
today’s voters, and can be adaptable over time.
Moonrise, a platform that connects people with on-
demand work
In the US, more than half of people don’t have cash to cover emergency expenses.
Moonrise is a digital platform that matches workers looking for extra shifts with potential
employers. It allows people to easily sign up for short-term, on-demand work with a
partner organization via phone and get paid as soon as they finish, so they can earn extra
money to pay for unexpected bills and other expenses. Additionally, they are labeled as
W-2 employees of Moonrise rather than contractors, which means that they don’t pay
self-employment taxes.
Before starting Moonrise as a new business venture, American Family Insurance worked
with IDEO to uncover the needs of working families. Initially, they thought that people
needed a budgeting tool, but their research began to show that people instead wanted a
way to create a financial cushion from extra income. The team then tested a pilot with 11
Moonrisers, 6 employers, and a group of designers and programmers to create an efficient
service. Since Moonrise launched in 2018, more than 7,000 people have applied to
become Moonrisers, and they have earned more than $500,000.

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Concept Generation

Dr. Abhinav Varshney, MANIT Bhopal

FORM FOLLOWS FUNCTION

Understand the function of a device, before we design its form!

Dr. Abhinav Varshney, MANIT Bhopal

Its form/structure conveys “how” the product will do it

Dr. Abhinav Varshney, MANIT Bhopal

between the objects or the change of state of an object caused

by one or more of the flows

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Grasp Position Attach

To accomplish these you need to provide

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Identify the subfunctions

Reasons for decomposing the overall function:

Dr. Abhinav Varshney, MANIT Bhopal

Breakdown each subfunction

Dr. Abhinav Varshney, MANIT Bhopal

• Flow must be logical

• Redundant functions must be identified and combined

• Functions not with in the system boundary must be eliminated

• Energy must be conserved as they flow through the system

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Identify the correct match

An interesting case of flat glass making

Velcro Cockleburs on woollen cloth

Dr. Abhinav Varshney, MANIT Bhopal Space Cleaning Robot

Dr. Abhinav Varshney, MANIT Bhopal

EXAMPLE: Lost car in a parking lot.

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

The essence of the creative act is to see the familiar as strange!

God hides things from us by putting them near to us.

(A) Floating glass (1) Alexander Fleming

(B) Vulcanization of Rubber (2) Thomas Alva Edison

(C) Steam Engine (3) William Thompson

(D) Penicillin (4) Sir Alastair Pilkington

(E) Bulb (5) Charles Goodyear

(F) Mirror Galvanometer (6) James Watt

Invention is 95 percent perspiration and 5 percent inspiration.

Reading without reflecting has been compared to eating without digesting.

Reading is to the mind what exercise is to the body

“Some books are to be tasted, others to “Reading is to the mind what

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

• Generate as many ideas as possible.

• Record all the ideas generated

• Think wild. Silly impossible ideas sometimes lead to useful ideas.

• Set a time by which the session should end

Dr. Abhinav Varshney, MANIT Bhopal

This building upon others’ ideas is known as piggy-backing or scaffolding, and it is an

Box of ideas generated

Dr. Abhinav Varshney, MANIT Bhopal

* Why this idea is not feasible?

Dr. Abhinav Varshney, MANIT Bhopal

Dr. Abhinav Varshney, MANIT Bhopal

6-3-5 method forces equal participation by all!