concept design what is a design concept? clarifying functional requirements generating design...
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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
?
Info flow during formulation and concept design phases
FormulationFormulationCustomer NeedsCustomer requirementsImportance weightsHouse of QualityEng. characteristicsEng. Design Spec’s Concept DesignConcept Design
“Best”AlternativeConcepts
For slowing and stopping a spinning shaft?Alternative Physical principle Abstract Embodiment
1 fluid friction fan blade on shaft2 magnetic field re-generative brake3 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 paperclip2 bent clamp staple3 bendable clamp cotter pin4 adhesion glue
Physical principle
Def. - the means by which some effect is causedConservation of energy Archimedes’ principle Ohm’s law Conservation of mass Bernoulli’s law Ampere’s law Conservation of momentum Boyle’s law Coulomb’s laws of electricity Diffusion law Gauss’ law Newton’s laws of motion Doppler effect Hall effect Newton’s law of gravitation Joule-Thompson effect Photoelectric effect Pascal’s principle Photovoltaic effect Coriolis effect Siphon effect Piezoelectric effect Coulomb friction Thermal expansion effect Euler’s buckling law Hooke’s law Newton’s law of viscosity Poisson effect/ratio Newton’s law of cooling Heat conduction Heat convection Heat radiation
(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
Design concept
Definition: abstract embodiment of:
physical principle, material, and geometry.
Surfaces, motion
Purposefully vague
Inputs & outputs to decision making
?
FormulationFormulation
Customer Needs
Customer requirementsImportance weightsHouse of QualityEng. characteristicsEng. Design Spec’s
Concept DesignConcept Design
Abstract embodiment Physical principlesMaterialGeometry
How do we proceed?
Need to select the “best” one or two concepts
Is there a process that we can follow?
Need lots of feasible design concepts (i.e. alternatives)
Can we use the overall design process to guide us through the concept design phase?
Design process during Concept design phase
GenerateAlternatives
ClarifyFunctions
AnalyzeIteration
Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements
Archives, PeopleInternet, Creative methods
EngineeringDesign
Specification
1st order calculationsProof of concept testsBench test, Pilot plant
Feasible?
Best Concept(s)
Pugh’s MethodWeighted Rating Method
Evaluate
Activity AnalysisDecomposition DiagramsFunction Structures
Concept Design
yes
no
Customer activities
Use set up operatemaintainrepair
Retire take downdisassemblerecycle dispose
Examine interaction between
customer and product
Clarifying functional requirements - Activity analysis method
Setup
1. open package 2. examine shaver, cord, travel case, and cleaning brush, 3. read instruction booklet 4. fill out warranty card 5. plug in shaver to charge batteries 6. put shaver, case, cord, brush in bathroom cabinet drawer
Daily use 7. remove charged shaver from drawer 8. trim hair 9. shave face or legs 10. remove cutter blade cover 11. brush cutter blade 12. replace cover 13. repeat step 5. 14. store shaver in drawer 15. repeat steps 7-14 until blades need replacing
Replace blade 16. remove cutter blade cover 17. install new cutter blade 18. replace cutter cover
Daily use 19. repeat steps 7-13 until batteries need replacing Replace batteries
20. install new rechargeable batteries
Use
Daily use 21. repeat steps 17.-19. until shave becomes unrepairable
Retire Dispose of shaver
22. throw out shaver and auxiliaries
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 perform
ed?
Remove? Combine? Reorganize?
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
Function structure diagramsshow all inputs and outputs
Function
Energy
Material
Signal
Energy
Material
Signal
State 1 State 2
GenerateAlternatives
ClarifyFunctions
Analyze
Iteration
Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements
Archives, PeopleInternet, Creative methods
EngineeringDesign
Specification
1st order calculationsProof of concept testsBench test, Pilot plant
Feasible?
Best Concept(s)
Pugh’s MethodWeighted Rating Method
Evaluate
Activity AnalysisDecomposition DiagramsFunction Structures
Concept Design
yes
no
How do we do generate alternative concept designs?
e.g. fasten papers a) flexible clamp, paperclipb) bent clamp, staplec) adhesion, glue
(Sub)Functional requirements Concept SF1 {C11, C12}
SF2 {C21, C22, C23}
Generating alternative concepts
“match”
Generating = finding or creating “matches”
Finding or creating matchesArchives
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 productsdissection, reverse engineering
Creative methodsBrainstorming Method 635 Synectics (analogies, fantasy, empathy, inversion)Checklists (Osborn: substitute, combine, adapt, magnify, put to other use, eliminate, rearrange, and reverse).
Morphological matrices
Alternative Concept design1 {C11, C22 , C31…Cm2} 2 {C12, C23, C33 …Cm3}
Developing combinations of concepts into alternative product concept designs
ClarifyFunctions
GenerateAlternatives
Analyze
Iteration
Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements
Archives, PeopleInternet, Creative methods
EngineeringDesign
Specification
1st order calculationsProof of concept testsBench test, Pilot plant
Feasible?
Best Concept(s)
Pugh’s MethodWeighted Rating Method
Evaluate
Activity AnalysisDecomposition DiagramsFunction Structures
Concept Design
yes
no
How do we do we “analyze” concepts?
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?
Screen alternatives for feasibility
likely function (i.e.not violate laws of nature)?
likely satisfy customer requirements?
likely satisfy company requirements?
Evaluating
GenerateAlternatives
Analyze
Iteration
Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements
Archives, PeopleInternet, Creative methods
EngineeringDesign
Specification
1st order calculationsProof of concept testsBench test, Pilot plant
Feasible?
Best Concept(s)
Pugh’s MethodWeighted Rating Method
Evaluate
Activity AnalysisDecomposition DiagramsFunction Structures
Concept Design
yes
no
ClarifyFunctions
What does it mean to “evaluate” feasible concept designs?
best alternative concept design
feasible concept designs
97
910
However: e-“valu”-ate = values? whose?
“evaluate”
Pugh’s evaluation method
1. Select criteria, 2. Establish datum column, 3. Rate alternatives (+, -, S) against datum4. Select best, or better alternatives
group discussion and decision
Weighted Rating evaluation method
Concept Alternatives gears v-belts chain
Criteria Importance Weight (%)
Rating Weighted
Rating Rating
Weighted Rating
Rating Weighted
Rating
high efficiency 30 4 1.20 2 0.60 3 0.90
high reliability 25 4 1.00 3 0.75 3 0.75
low maintenance 20 4 0.80 3 0.60 2 0.40
low cost 15 2 0.30 4 0.60 3 0.45
light weight 10 2 0.20 4 0.40 3 0.30
100 NA 3.50 NA 2.95 NA 2.80
Rating Value Unsatisfactory 0
Just tolerable e 1 Adequate 2 Good 3 Very Good 4
best method
GenerateAlternatives
ClarifyFunctions
AnalyzeIteration
Will not violate laws of natureLikely to satisfy “must” customer requirementsLikely to satisfy company requirements
Archives, PeopleInternet, Creative methods
EngineeringDesign
Specification
1st order calculationsProof of concept testsBench test, Pilot plant
Feasible?
Best Concept(s)
Pugh’s MethodWeighted Rating Method
Evaluate
Activity AnalysisDecomposition DiagramsFunction Structures
yes
no
Concept Design
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?
Design information protection?
Is design “information” property?
Whose property is it?
Can it be protected?
Types of Property
Real property – land, buildingsPersonal property
Tangible – trucks, machines, office equip.Intangible -
contracts copyrightstrademarkspatentstrade secrets
Contracts
Def.: Written/oral agreement between two parties.
Examples: Non-disclosure, confidentiality agreements
Def.: Exclusive right to the publication, production, or sale of the rights to a literary, dramatic, musical, or artistic work.
Examples: book, sheet music, software, dramas, sermons
Copyrights
Def.: A symbol, design, word, or letter used by a manufacturer or dealer to distinguish his products from those of his competitors. Examples: IBM, GE, XEROX, COKE, Pentium
Trademarks
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)
Trade Dress
Trade Dress Examples
Mc Donald’s happy meal- printed box
International House of Pancakes – blue roof
Seven-eleven – red/green store sign
Def.: A document granting monopoly rights to produce, use, sell or get profit from an invention, process, plant(biological) or design. Examples: Utility patent - Xerox copying, Canon Laser engine, household appliances, light bulbs, cameras. Process patent - polymers such as Lexan, Rayon, Delrin Design patent - ornamental aspects of a product such as shape, configuration, and/or any surface decoration.
Patents
Def.: A method used to make a product, that is kept secret by the company manufacturing the product. Examples: Coca-Cola, Coors beer, other food recipes
Trade Secret
• Contract• Copyright• Trademark• Patent• Trade secret
How will you protect your company’s intellectual property?
Summary
Clarify functional requirementsActivity analysis methodFunction decomposition diagram methodFunction/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