上海交通大学：《工程设计——产品设计与开发 Product Design and Development》课程教学资源（课件讲义，英文版）Chapter 06 Concept Generation

上游充通大学 SHANGHAI JIAO TONG UNIVERSITY Chapter 6:Concept Generation 1日回后

Chapter 6: Concept Generation

上游充互大粤 Product Design and Development SHANGHAI JIAO TONG UNIVERSITY Karl T.Ulrich and Steven D.Eppinger 5th edition,Irwin McGraw-Hill,2012. Chapter Table of Contents: 1.Introduction 2.Development Processes and Organizations 3.Product Planning 4.Identifying Customer Needs 5.Product Specifications 6.Concept Generation 7.Concept Selection 8.Concept Testing 9.Product Architecture FIFTH EDITION 10.Industrial Design Product Design 11.Design for Environment and Development 12.Design for Manufacturing 13.Prototyping 14.Robust Design 15.Patents and Intellectual Property 16.Product Development Economics 17.Managing Projects KARL T.ULRICH STEVEN D.EPPINGER

Product Design and Development Karl T. Ulrich and Steven D. Eppinger 5th edition, Irwin McGraw-Hill, 2012. Chapter Table of Contents: 1.Introduction 2.Development Processes and Organizations 3.Product Planning 4.Identifying Customer Needs 5.Product Specifications 6.Concept Generation 7.Concept Selection 8.Concept Testing 9.Product Architecture 10.Industrial Design 11.Design for Environment 12.Design for Manufacturing 13.Prototyping 14.Robust Design 15.Patents and Intellectual Property 16.Product Development Economics 17.Managing Projects

上游充互大粤 SHANGHAI JIAO TONG UNIVERSITY Concept Development Process -1 Mission Development Statement Identify Establish Generate Select Test Set Plan Plan Customer Target Product Product Product Final Downstream Needs pecifications Concepts Concept(s) Concept(s) Specifications Development Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes

Concept Development Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan

上游充互大粤 SHANGHAI JIAO TONG UNIVERSITY ..the best way to get a good idea is to get a lot of ideas... ------Linus Pauling HU

… the best way to get a good idea is to get a lot of ideas… ------Linus Pauling

上游充通大粤 Concept Generation SHANGHAI JIAO TONG UNIVERSITY Developing a good CONCEPT is extremely important to final success >Solve the right problem With the right technology Not costly to do Very costly if you do not do it correctly

Concept Generation Developing a good CONCEPT is extremely important to final success  Solve the right problem  With the right technology Not costly to do Very costly if you do not do it correctly

上游充通大兽 SHANGHAI JIAO TONG Early Decisions Most Important 100 Detailed Design 50 Time

Early Decisions Most Important 50 100 Time Planning Detailed Design Actual Money Spent

上游气通大学 Common Concept SHANGHAI JIAO TONG UNIVERSITY Generation Problems 1. Impatience > Considering only 1 or 2 alternatives > Often proposed by the most assertive team members 2. Did not do your background work > Failure to consider concepts from other companies Consider both related and unrelated products 3. Poor Process Involvement of only 1 or 2 people > Results in lack of confidence and commitment by other team members

Common Concept Generation Problems 1. Impatience  Considering only 1 or 2 alternatives  Often proposed by the most assertive team members 2. Did not do your background work  Failure to consider concepts from other companies  Consider both related and unrelated products 3. Poor Process  Involvement of only 1 or 2 people  Results in lack of confidence and commitment by other team members

Common Concept 上游充通大学 Generation Problems SHANGHAI JIAO TONG UNIVERSITY 4. Blindness Ineffective integration of promising partial solutions 5. Personal Ownership An individual becomes fixated on only their idea 6.Design Lock Failure to consider entire categories of solutions A及 0

4. Blindness  Ineffective integration of promising partial solutions 5. Personal Ownership - An individual becomes fixated on only their idea 6. Design Lock  Failure to consider entire categories of solutions Common Concept Generation Problems

上游充通大粤 SHANGHAI JIAO TONG U What is a product concept? A product concept is an approximate description of The technology >Working principles Form of the product It is a concise description of how the product will satisfy the customer needs

What is a product concept? A product concept is an approximate description of  The technology  Working principles  Form of the product It is a concise description of how the product will satisfy the customer needs

Five Step Concept Generation Method 上游充夏大率 SHANGHAI JIAO TONG UNIVERSITY 2. Existing concepts Search Externally ·Lead users ● Experts 1. Patents Literature 4. Clarify the Problem Benchmarking Integrated Decomposition Explore solutions Focus on critical sub- systematically problems → 3. Search Internally 5. Individual New concepts Reflect and Team analyze results

Five Step Concept Generation Method 1. Clarify the Problem Decomposition Focus on critical sub￾problems 2. Search Externally • Lead users • Experts • Patents • Literature • Benchmarking 3. Search Internally • Individual • Team 4. Explore systematically 5. Reflect and analyze results Existing concepts New concepts Integrated solutions