concept engineering and the principles of triz · history of triz: genrich altshuller • born...

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Concept Engineering and the Principles of TRIZ

By Ken Yarina October 2013

What you will takeaway from this

30 minutes • Concept Engineering Best Practices • Algorithm for Concept Development (ARIZ) • Methods for Concept Development

•  TRIZ (Theory of Inventive Problem Solving)

10 minutes • Example TRIZ Problem – Ice Breaker Ship

30 minutes • Discuss application in your field of research • Start – problem solving of . . . . .

Where to go for more information

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Innovation

Revenue Enhancing Cost Reduction

New Products

R&D Innovation

Reduce Burden Radical COGS Reduction

Sales Model Changes

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DFSS (Innovation / Value) DMAIC (Improvement)

Companies Balance Different approaches to becoming competitive

Best Practice Benchmarking Shows what Market Research Techniques are used by best companies. We’ll focus on Concept Engineering

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Source: PDMA Product Development Best Practices Benchmarking, 2003

Technique Rank 2003 Rank 1995 Used Significantly More by “Best” Performers (0.1 level of significance or better)

Beta Testing (tests of working models by users) 1 4 Yes

Customer Site Visits (observe and interview at their work) 2 2 No

Voice of Customer (1:1 indepth interview for needs) 3 1 No

Alpha Testing (early test with users) 4 Not Included Yes

Focus Groups (interview as a group for needs) 5 5 No

Concept Tests (customer evaluation of concept statements) 6 3 No

Lead Users (analysis and/or inclusion) 7 Not Included No

Gamma Testing (testing with the ideal product) 8 Not Included Yes

Ethnography (observe customers and their environment for needs) 9 Not Included Yes

Test Markets 10 6 No

Concept Engineering (formal method for concept development) 11 Not Included Yes

Trade-Off Analysis (conjoint, discrete choice modeling) 12 7 No

Pretest Markets 13 8 No

Creativity Sessions (professionally moderated) 14 Not Included No

Web-Based versions of above tools 15 Not Included Yes

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Prepare for Customer Visits Prioritize needs Generate Concepts Concept

Selection Conduct Visits and

Process Data

Concept Engineering Roadmap The front end part of Product Development

Traditional Brainstorming

•  Smart Folks in a Room

•  SCAMPER •  DeBono’s Six

Thinking Hats •  Crowd Sourcing

Guided Brainstorming (TRIZ)

•  Inventory of Resources

•  40 Principles •  9-boxes thinking •  Evolution of

Technical Systems •  Function Modeling

Select Concepts •  Morphology Box •  Pugh Concept

Selection •  Benchmarking •  Risk Assessment •  Financial

Assessment •  Customer Proto Eval

Select Customers •  Value Chain

Analysis •  Porters 5 Forces •  SWOT Analysis •  Segmentation •  Customer Selection

Matrix

Frame Objective •  Create Goals for

Customer Visits •  Chose Best Method •  Create Interview

Guide •  Internal Knowledge

Gap Analysis

Organize for Customer Visit

•  Select Customers •  Choose Method to

Interface •  1:1 Interviews •  Direct Observation •  Job Mapping •  Design for Assembly

(applied to Surgery) •  Lean Methods •  Process Mapping

Process Data •  Translate Voice of

Customer to needs

Quantitative Market Research

•  Survey •  Kano Survey •  Paired Comparisons •  Conjoint Studies

Customer Problem Statements

•  Total cost of ownership

•  Disease state mapping

•  Outcomes •  Human Factors

•  Services VOC: Hoyme •  Leads VOC: Cooke •  50/50 – Project 1000 – Total Cost of Ownership: Simms

Total Cost of Ownership

•  Customer workflow design

Creativity has two distinct phases: Idea Generation and Idea Selection

Idea Generation (Brainstorming)

• Create many ideas • Little structure to process • No bad ideas • Let concepts build

“Yes, and …”

Idea Selection (Judging)

• Criteria for selection • Be critical • Group / Affinitize to see categories

“No, but . . .”

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A Productive and Creative Environment has: •  Different backgrounds •  Concept Tyrants are not allowed •  Surrounded by persistent information •  Injection of outside ideas (somebody,

somewhere has solved this problem)

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• Smart Folks in a Room

• SCAMPER • DeBono’s 6-Thinking Hats

• Crowd Sourcing

Generate Concepts Concept Selection












Smart Folks in a Room

Template for your Concept

Name of Concept: Description (1-2 sentences): Value Proposition (Customers Purchase Products that Solve their problems, at a price they can afford to pay)

Sketch of Concept

Example Concept

Name of Concept: Better MouseTrap Description (1-2 sentences): Value Proposition (Customers Purchase Products that Solve their problems, at a price they can afford to pay)

This trap prevents mouse splatter and makes it easier to dispose of the trapped mouse

Sketch of Concept

Mousetrap that contains mouse after the ‘catch’ so it is less gruesome and assures easier disposal

Low structure brainstorming Sort of like sketching ideas on a napkin in a coffee shop

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SCAMPER

•  SCAMPER stands for . . . Substitute Combine Adapt Modify Put to other uses Eliminate Rearrange

•  State your problem and ask the SCAMPER questions to see what new thinking emerges

DeBono’s Six Thinking Hats

•  Assign roles to participants during a session.

•  Discuss proposals asking questions then rethink new solutions.

•  Change roles in the group and repeat

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• Inventory of Resources • 40 Principles • 9-boxes thinking • Evolution of Technical Systems

• Function Modeling

Generate Concepts Concept Selection












History of TRIZ: Genrich Altshuller

•  Born October 1926 Tashkent, USSR •  First Invention at age 14: SCUBA system based on

H2O2, built and tested his own system • During WWII, worked as a patent inspector for the Navy

o  Examined 1,000s of patents o  Noticed a trend which became the foundation of TRIZ o  Tested his theory and created new inventions

• MISTAKE o  After WWII, he was concerned that Soviet inventive capacity dropped o  Wrote to Stalin and criticized the Soviet ability to be competitive o  Sent to Siberia as political prisoner

• However, o  Other political prisoners were also the great thinkers of the time (professors,

artists, philosophers, etc.) o  Stalin dies…….. Altshuller was freed! o  Started Publishing work and developing Curriculum and Methodology Courses o  Irritated the Central Committee again, was barred from publishing (took the

pen name “Henry Altov”) o  Perestroika opened the country and TRIZ flowed out of the USSR in the 1990’s

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What is TRIZ?

Theory of Inventive Problem Solving… •  Any technical system evolves according to certain

patterns towards “Ideality” •  The patterns of evolution for different systems have

much in common. – Resolving technical contradictions –  Separation in time & space

•  The patterns of evolution can be unveiled through researching the evolutionary history of a system –  For an area of technology, this history is contained in the patent

library

•  These patterns can be used to develop the next big thing

14 Levels of Innovation Somebody, Somewhere, Has solved your problem before…

Type Y’s to Improve Example Where to

Look Method 1 Simple

Innovation One Y to move in one direction

•  Smaller size •  Longer battery

life

Within trade DMAIC

2 Technical Contradiction

Two Correlated Y’s (Improving one hurts the other)

•  Header thinner, more stiff

Different area within relevant industry

TRIZ: 40 Principles

3 Physical Contradiction

One Y to move in two directions

•  Stent (large and small)

Another industry TRIZ •  Separation in time or space •  Coexistance in different

sub-systems •  Super-system or sub-

system

4 New Technology

Removes contradiction with new technology

•  Biosorbable stent

•  Battery Powered PG

Another field of science

Technology innovation

? New Phenomena

Creating new Ys •  Gene therapy ??? Science innovation (very rare)

Bulk of IP generation

1-Within Trade 2-Within Industry

3-Another Industry

4-Another Science

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Methods for TRIZ

§  Inventory of Resources Available §  40 Principles (Solutions) and Technical Contradictions

§  Using 40 principles in reverse, to solve same problem another way

§  Thinking in Time and Space (9-Boxes thinking about Problem) §  Separation in Space Principles

§  Function Modeling (Basis for Design for Mfg & Assembly) §  Separation of physical space to functional space §  Part Trimming (keep function not the component) §  Design Alternatives §  Selection of Design Alternatives

§  Evolution of Technical Systems §  Technical solutions evolve in known ways over time §  Ex. Fixed > Flexible > Dynamic > Fields §  Evolution is different for different types of systems, where is current product ?

Competitor? What technical evolution takes to next level

Easy H

ard

Use Available Resources

Step 1 - Create a List of Available Resources Step 2 - Examine the list for Resources that may be

useful to solve problem Remember to Consider: •  Substances – in the system and surroundings •  Energy Fields (both helpful and harmful) – such as electrical, EMI,

thermal •  Time – gaps before, during, and after problem •  Functions – primary and secondary (e.g. pencil lead can mark paper

and. . . Lubricate . . . Conduct electricity •  Information – data on parameters and change in properties •  Combined resources – example thermal energy + ice = liquid water

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Exercise – Save the Titanic

§ Your Ship – the Titanic has just struck an Iceberg

§ Save as many people as possible

§ Hint – §  Start by writing a list of available resources §  Then, come up with plans to save people

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Example – Product Developed using Inventory of Resources

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Seiko Kinetic Direct Drive SEIKO Kinetic Direct Drive is the embodiment of the SEIKO's ‘emotional technology’. It offers valuable additions to the ecological and convenience advantages of every SEIKO Kinetic watch. Two winding functions As in all existing Kinetic calibers, the wearer automatically generates electrical energy by her/his wrist movement. With Kinetic Direct Drive, however, the wearer can also generate energy by winding the crown. Available Resources Used: Kinetic motion of human wrist Traditional Winding motion Could also use – Solar Energy? Temperature Gradients?

3M Company Rear Projection Film Developed by recognizing that the Product (a rear projection Screen, needed a ‘transparent support structure” and this was an available resource in the target market – for digital signage Available Resources Used: Store Window – Transparent Substrate

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Apply Inventive Principles

Step 1 – Identify the Contradiction? example: Coffee Cup must be hot (for liquid) and cool (for hands) example: Car must have high power (for towing) and have low fuel

consumption( for cost of living) Step 2 – Physical or Technical Contradiction:

Physical Contradictions involve same parameter Technical Contradictions involve multiple parameters

Step 3 – Identify which of 40 inventive principles may apply to problem Step 4 – Create new concept based on inventive principle

(1) Problem

(2) Contradiction

(3) Inventive Principle

(4) Concept

1 Segmentation 2 Extraction 3 Local conditions 4 Asymmetry 5 Combining 6 Universality 7 Nesting 8 Anti-Weight 9 Prior counter-action 10 Prior action 11 Cushion in advance 12 Equipotentiality 13 Inversion 14 Spheroidality 15 Dynamicity 16 Partial-excessive action 17 Shift to a new dimension 18 Mechanical vibration 19 Periodic action 20 Continuity of useful action

Altshuler’s 40 Inventive Principles

21 Rushing through 22 Convert harm into benefit 23 Feedback 24 Mediator 25 Self-service 26 Copying 27 Disposable object 28 Replacement of a mechanical system 29 Use a pneumatic or hydraulic construction 30 Flexible film or thin membranes 31 Use of porous material 32 Changing the color 33 Homogeneity 34 Rejecting and regenerating parts 35 Transformation of phys and chem states 36 Phase transition 37 Thermal expansion 38 Use strong oxidizers 39 Inert environment 40 Composite materials

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1.  Define contradictions

2.  Look in Matrix of Contradictions

3.  Apply suggested principles

Note: Can be used for reverse engineering

40 Principles and Technical Contradictions Something gets better while something else gets worse

See Reference 40 Principles, Genrich Altshuller, Technical Innovation Center for full contradiction matrix

Subset of Contradiction Matrix

Principles that Solve contradiction

40 Principles and Technical Contradictions Example – UV Curing

§  Situation: §  An Ultraviolet Curing Process has been installed for a Med Device

Application. §  The Highest Intensity Bulbs were installed. §  The process has passed IQ and OQ. §  The specs for the process are all signed off.

§  During Scale up: §  The UV Curing Process doesn’t actually cure the material. §  The process speed cannot be reduced further to solve

§  Would need to cut speed drastically §  Would impact all the capacity and cost estimates for this process.

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Commercial UV Curing station

GOAL: §  Cure the product as originally

intended §  Hold process parameters where

they are so the quals don’t need to be repeated

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Exercise – Technical Contradiction

§ A ship is required to move cargo across Lake Superior during the winter months. Ice maximum thickness of 10 feet at any time during the winter. Ship has the most efficient engine available. (i.e. Power source is already at a maximum)

§ Current Icebreaker speed = 2 km/hr § Desired Icebreaker speed = 6 km/hr

§ GOAL: Increase the speed of the ship across the frozen waterway without increasing power

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9 Boxes Thinking

Past Now Future SuperSystem (Shelf of Apples)

Cushioned packaging for apple crates

Spritz cold water on shelf of apples

System (apple)

Don’t Drop or damage the apples

Apple is Rotten at Grocery

Inspect, remove rotten apples each day

SubSystem (apple seed)

Engineer the apple seeds in grove

1.  Write Problem Statement in the Center (System, Now) 2.  Travel in Time, how cool is that? 3.  Travel in Space (not as cool as time travel, but useful) – bigger picture (supersystem),

more detailed (subsystem)

Focus on Ideal Final Result (IFR)

First Method to use: “the itself principle” Problem takes care of itself 1.  Express design needs in terms of problems

“I takes a lot of work to keep my lawn looking good.” 2.  Re-express as problem takes care of itself

“What if my lawn could keep itself looking good?” 3.  Create design concepts that move in direction of 2

1.  Artificial grass 2.  Gravel, rocks, cactus 3.  Genetically engineered grass 4.  Move to condo

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IFR Method 1: Ideality

Focus on Ideal Final Result (IFR)

Ideal concepts increase benefits while decreasing costs and harm

Technical Systems Evolve to become more Ideal

∑ ∑∑

+=

HarmPerceivedCostsPerceivedBenefitsPerceived

Ideality__

_

Benefits

Costs

Harm

S-Curves, Patterns of Technical Evolution

Technical Evolution Technical systems evolve towards Ideality over time Patterns of technical evolution can be generalized

and applied to current product concept Steps to Apply: 1.  Look at Generic stages of evolution of a technology 2.  Map a Product Concept to a pattern of evolution 3.  Looking to the past for cues as to the stages. 4.  Looking to the future for where technology will evolve

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Evolution of Technical Systems Example: Commodity- Toothbrush

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Generic Principle: Dynamization

Evolved System Simple System

Product Example: Dynamization

Stick Toothbrush (immobile)

Ultrasound SoniCare™ (field)

Basic Toothbrush (immobile)

Angle Toothbrush (joint)

Basic Toothbrush (many joints)

Gel Care Toothbrush (elastic head)

Generic Patterns of Evolution

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Altshuller identified eight original trends: 1.  biological evolution 2.  increasing ideality 3.  evolution toward dynamization and

controllability 4.  complexity-simplicity 5.  evolution with matching and mismatching

elements 6.  non-uniform development 7.  evolution toward micro-level and the use of

field 8.  decrease human involvement

Goldfire has 19 generic innovation trends:

Note – Goldfire – is a Software Solution available for guided innvovation

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Customer workflow design Innovation in a Commodity - paint Understand the process a customer uses (or is forced to use J)

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Typical Roller Painting System Flexa Paint

•  The rectangular 1-2 can eliminates the need for a separate paint tray.

•  When opened, its lid transforms into a paint tray that fits the width of a standard paint roller.

•  No paint is wasted and no cleaning is required.

•  Since AKZO implemented this new solution, their sales volume has increased eight-fold and their shelf presence has grown from an average of 8 to 18 percent. (source Flexa.nl)

Potential Applications in your Job

Scope Application of TRIZ Example Disease State Understanding

•  Look at functional interactions of body surrounding disease state for ideas to resolve

•  Use of TRIZ for Disease State Function Modeling

•  Patent Searching for disease state

Procedure Understanding

•  Process Mapping Surgical Procedure for understanding features to appeal to customers, including users other than physician

•  Design for Assembly - use this design tool to simplify surgical procedures

•  Outcomes Based Thinking - use Job Modeling (Tony Ulwick type thinking) to get at unarticulated needs

•  Implant Procedure Mapping to minimize total cost of ownership

Product Understanding

•  Function Modeling to simplify products (DFM, DFA)

•  TRIZ to evolve product concepts, solve technical problems in current products

•  Use Function Modeling as the basis of Design for Manufacture and Assembly to simplify a product design (save $$$)

Component Problem Solving

•  Use 40 principles and tech contradictions to resolve component problems

•  Leaks •  Fa$gue Failures

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a. 

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Discussion

What applies to your area of work ? Let’s spend the remaining time starting (we might not finish) work on a significant problem in your area? Discuss how TRIZ can be applied to generate new cost-reduction ideas for:

•  Reducing Manufacturing Costs by $X.X M/year •  Implementing COTS components (valued at >$10M/year in savings) •  Reduce/eliminate costs associated with non-revenue materials •  Reducing the overhead associated with materials

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For Further Study

External Website –  http://triz40.com/ ß 40 Principles, online –  http://www.aitriz.org/ ßAltshuller Institute for TRIZ –  http://inventionmachine.com/ ß Invention Machine (Goldfire)

–  Ken Yarina Books

40 Principles: TRIZ Keys To Innovation [Extended Edition] by Genrich Altshuller 09780964074057 (Ean14 Number)

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Formulation of Technical Contradiction

1.  State the positive Characteristic that should be improved/ A.  The Characteristic is:________________ B.  State a conventional means to improve the Characteristic:_______ C.  State a Characteristic that is getting worse under conditions in

1A:_______ D.  Formulate Technical Contradiction as follows: if the Characteristic (1A)

is improved by (state how)_______________ then the following Characteristic will get worse (state which one) ____________

2.  State the negative Characteristic that has to be reduced, eliminated, or neutralized. A.  The Characteristic is:________________ B.  State a conventional means to reduce the Characteristic:_______ C.  State a Characteristic that is getting worse under conditions in

2B:_______ D.  Formulate Technical Contradiction as follows: if the Characteristic (2A)

is reduced by (implementing 2B) then the following Characteristic (2C) will get worse (state which one) ____________

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Evolution of technology links

Modern Machine Tools – part 1 http://www.youtube.com/watch?v=mLJaQFun1RM

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concept engineering and the principles of triz · history of triz: genrich altshuller • born...

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