Concept design

Concept design

1. Concept design What is a design concept? Clarifying functional requirements Generating design concepts Analyzing alternative designs Developing “product” alternatives Evaluating product alternatives Concept Design Review Information flow & storage Intellectual property protection

2. ? Info flow during formulation and concept design phases Formulation Customer Needs Customer requirements Importance weights House of Quality Eng. characteristics Eng. Design Spec’s Concept Design “Best” Alternative Concepts

3. For slowing and stopping a spinning shaft? Alternative Physical principle Abstract Embodiment 1 fluid friction fan blade on shaft 2 magnetic field re-generative brake 3 surface friction disk and caliper brake What is an alternative concept design ? For fastening sheets of paper? Alternative Physical principle Abstract Embodiment 1 spring force paperclip 2 bent clamp staple 3 bendable clamp cotter pin 4 adhesion glue

4. Physical principle Def. - the means by which some effect is cause d

5. (Pahl & Beitz, European community) “Working principle” of a disc brake Note: no sizes, only vague shape motion (rotation) physical principle (friction force caused by caliper clamping force) material (solid) surface (planar area) working geometry

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

7. Inputs & outputs to decision making ? Formulation Customer Needs Customer requirements Importance weights House of Quality Eng. characteristics Eng. Design Spec’s Concept Design Abstract embodiment Physical principles Material Geometry

8. How do we proceed? Need lots of feasible design concepts (i.e. alternatives ) Need to select the “best” one or two concepts Is there a process that we can follow ? Can we use the overall design process to guide us through the concept design phase?

9. Design process during Concept design phase Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1 st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no

10. Customer activities Use set up operate maintain repair Retire take down disassemble recycle dispose Examine interaction between customer and product

11. Clarifying functional requirements Activity analysis method

12. Clarifying functional requirements Function decomposition diagram method make coffee boil water brew coffee warm coffee pot store water, filter, grounds convert electricity to heat drip water on coffee control electricity conduct electricity What functions are performed? Remove? Combine? Reorganize?

13. Some functions that products/parts perform

14. Why prepare function decomposition diagrams ? To breakdown big functions into smaller basic subfunctions to improve our ability to “match” existing concepts to basic functions Fully understand customer requirements (use & retire) Disconnect function from form Identify system boundaries Increase the potential for new combinations

15. Function structure diagrams show all inputs and outputs Function Energy Material Signal Energy Material Signal State 1 State 2

16. Example

17. Example

18. Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1 st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no How do we do generate alternative concept designs?

19. e.g. fasten papers a) flexible clamp, paperclip b) bent clamp, staple c) adhesion, glue (Sub)Functional requirements Concept SF 1 {C 11 , C 12 } SF 2 {C 21 , C 22 , C 23 } Generating alternative concepts “match” ? Generating = finding or creating “matches”

20. Finding or creating matches Archives libraries (university, public, corporate) literature (handbooks, monographs, trade mag.s, journals, encyclop.) People coworkers, faculty, vendors, consultants Internet US Patent office, vendors, professional societies, etc Existing products – similar or competitive products dissection, reverse engineering Creative methods Brainstorming Method 635 Synectics (analogies, fantasy, empathy, inversion) Checklists (Osborn: substitute, combine, adapt, magnify, put to other use, eliminate, rearrange, and reverse).

21. “Developing” generated concepts E.g. mini bike

22. Morphological matrices Alternative Concept design 1 {C 11 , C 22 , C 31 …C m2 } 2 {C 12 , C 23 , C 33 …C m3 } Developing combinations of concepts into alternative product concept designs

23. Systematic Combinations

24. Clarify Functions Generate Alternatives Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1 st order calculations Proof of concept tests Bench test, Pilot plant Feasible Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no How do we do we “analyze” concepts?

25. Analyzing = “predicting” and “screening”) (Roughly) predict / estimate each alternative’s performance 1rst order calcs. (back of the envelope) Proof of concepts (physical principle “tests”) Bench top/pilot plant (subassembly/system tests) Next step?

26. Screen alternatives for feasibility likely function (i.e.not violate laws of nature)? likely satisfy customer requirements? likely satisfy company requirements?

27. Evaluating Generate Alternatives Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1 st order calculations Proof of concept tests Bench test, Pilot plant Feasible Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Clarify Functions

28. What does it mean to “evaluate” feasible concept designs? best alternative concept design feasible concept designs 9 7 9 10 However: e-“valu”-ate = values? whose? “evaluate”

29. Pugh’s evaluation method 1. Select criteria, 2. Establish datum column, 3. Rate alternatives (+, -, S) against datum 4. Select best, or better alternatives group discussion and decision

30. Modified Pugh’s method Add new column

31. Weighted Rating evaluation method best method

32. Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1 st order calculations Proof of concept tests Bench test, Pilot plant Feasible Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures yes no Concept Design

33. Information flow & storage · photocopies of archival matter, · printouts from the Internet, · vendor catalogs and data sheets, · preliminary test results, · first-order calculations, · patent abstracts, · minutes of meetings, · concept sketches, · concept screening sheets · concept evaluation matrices · expert interview notes what? where ? who? when? why? Record? Manage? Protect?

34. Design information protection ? Is design “information” property? Whose property is it? Can it be protected?

35. Types of Property Real property – land, buildings Personal property Tangible – trucks, machines, office equip. Intangible - contracts copyrights trademarks patents trade secrets How can we protect each?

36. Contracts

37. Copyrights

38. Trademarks

39. Trade Dress Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another.  (appearance) The trade dress of a product involves the "total image" and can include the color of the packaging, the configuration of goods, etc...  Even the theme of a restaurant may be considered trade dress. Examples include the packaging for Wonder Bread, the tray configuration for Healthy Choice frozen dinners, and the color scheme of Subway sub shops.  (http://www.amerilawyer.com/trademark/tm_tradedress.htm)

40. Trade Dress Examples Mc Donald’s happy meal- printed box International House of Pancakes – blue roof Seven-eleven – red/green store sign

41. Patents

42. Trade Secret

43. Protection Summary

44. How will you protect your company’s intellectual property? Contract Copyright tract Trademark Patent

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