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 Customer Needs Customer requirements Importance weights House of Quality Eng. characteristics Eng. Design Spec’s Formulation Concept Design “Best” Alternative Concepts ?

3. What is an alternative concept design? 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 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 caused

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

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

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

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

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

11. Clarifying functional requirements - Activity analysis method

12. make coffee store water, filter, grounds brew coffee convert electricity to heat warm coffee pot boil water control electricity drip water on coffee conduct electricity Clarifying functional requirements Function decomposition diagram method 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. State 1 State 2 Energy Energy Function Material Material Signal Signal Function structure diagramsshow all inputs and outputs

16. Example

17. Example

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

19. Generating alternative concepts e.g. fasten papers a) flexible clamp, paperclip b) bent clamp, staple c) adhesion, glue (Sub)Functional requirements Concept SF1 {C11, C12} SF2 {C21, C22, C23} “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 Developing combinations of concepts into alternative product concept designs Alternative Concept design 1 {C11, C22 , C31…Cm2} 2 {C12, C23, C33 …Cm3}

23. Systematic Combinations

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

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

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

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. Add new column Modified Pugh’s method

31. best method Weighted Rating evaluation method

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

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 Record? Manage? Protect? what? where ? who? when? why?

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 What is a Trade Dress? Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another.  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.  Such a broad and ambiguous definition makes trade dress very easy to manipulate.  Seeking protection against trade dress infringements can be vital to the survival of a business. Mc Donalds     Ihop  Seven Eleven  Wendys 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 • Trademark • Patent • Trade secret

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