P RODUCT D ESIGN AND D EVELOPMENT Chapter 6, 7 & 8– Concept Generation, Selection and Testing

C HAPTER 6: C ONCEPT G ENERATION Structure (form) follows function Concepts can be in the form of a rough sketch, flow diagram, prototype, calculations, written description, etc. Avoid the temptation of taking your first idea and starting to refine it into the final product. Instead you should generate multiple concepts and later refine them.

5 S TEPS OF C ONCEPT G ENERATION 1. Clarify the problem – understand the needs or requirements 2. Search Externally – converse with users, experts, search patents, published literature, benchmark related products 3. Search Internally – brainstorm 4. Search Systematically – weigh the options of ideas discovered internal and external 5. Reflection – final thoughts

B RAINSTORMING Group technique for generating ideas in a non-threatened, uninhibited atmosphere Objective is to generate the greatest number of alternative ideas Brainstorming Rules/Principles 1. Do not allow evaluation of the ideas; just the generation of them. 2. Criticism is not allowed. 3. Each person should divulge all ideas in there mind without constraint. 4. Record all ideas generated. Appoint someone as secretary at the beginning: this person should also be a contributor 5. Generate as many ideas as possible as quickly as possible (short time span). 6. Think creatively/wildly. Silly, impossible ideas sometime lead to useful ideas. 7. Ideas should be picked up by others in the group and expanded on. Generalized questions that may help you/your group stimulate the flow of ideas during a brainstorming session.

F INAL T HOUGHTS Substitution: What else? Who else? What other place? What other time? Combinations: What new ideas can arise form combining purpose or functions? Addapt: What else is like this? What other idea does it suggest? Does the past offer a parallel? What can I copy? Modification: What to add? What to subtract? Change color, material, motion, shape? Put to other use: Is there another way to use it? Elimination: Is it necessary? Reverse/Rearrange: What would happen if we turn it backward? Turn it upside down? Inside out? Oppositely? Could I interchange components? Could I use a different layout or sequence ?

C HAPTER 7: C ONCEPT S ELECTION Potential Methods for Concept Selection External decision – customer or client makes the choice Product Champion – an influential member of the team chooses Intuition – concept chosen by feel “It just seems better” Multi-voting – team members vote Pros & Cons – chosen based on strengths and weakness Prototype & Testing – evaluation after testing of prototypes Decision Matrices – Comparison of concepts are weighed against each other (see pg 142 & 143)

C HAPTER 8: C ONCEPT T ESTING Evaluation of the concept by potential customers prior to Product Generation 1. Define the purpose of the concept test 2. Choose a survey population 3. Choose a survey format Face to face ineration Telephone Postal mail Internet

C ONCEPT T ESTING CONTINUED 3. Communicate the concept Verbal description Sketch Photos and renderings Storyboard Video Simulation Interactive multimedia Physical appearance models Working prototypes 4. Measure the customer response – get some idea of customer desire or concept 5. Interpret the results 6. Reflect on the results and the process