Product - Part Concept Generation, Selection and Testing - Product Architecture

Concept Generation

1. Clarify the Problem
2. Search Externally
3. Search Internally
4. Explore Systematically
5. Reflect on the Solutions and the Process




http://sites.tufts.edu/eeseniordesignhandbook/2013/product-concept-generation/

External Search

Whenever an engineering problem is to be solved, engineers have to consult existing literature, handbooks, catalogues supplied by vendors and also visit places and observe new products. This stage of the process is termed as external search.

– Lead Users
– Experts
– Patents
– Literature
– Benchmarking

• Internal Search

– Individual Methods
– Group Methods


During internal search

Suspend judgment
Generate lot of ideas
Welcome ideas that may seem infeasible
Use graphical and physical media also to generate ideas that can't be described in words.

• Systematic Exploration

– Classification Tree
– Combination Table

Concept Selection

It is based on method developed by Stuart Pugh. Called Pugh Concept Selection.

1. Prepare the Selection Matrix.
2. Rate the Concepts
3. Rank the Concepts
4. Combine and Improve the Concepts
5. Select One or More Concepts


Details

1. Prepare the Selection Matrix.
The concepts are portrayed by written description as well as graphical or pictorial representation.
A reference concept is chosen which is an industry standard or a well known concept to the participants so that it can be used to rate the generated concepts as better or worse.

2. Rate the Concepts
A relative score of "better than" (+) or "same as" (0) or "worse than" (-) is placed in each cell matrix formed by selection criteria and the specific concept.
3. Rank the Concepts
The +, 0 and -  are totalled against each concept to rank the concepts.
4. Combine and Improve the Concepts
The team can now see possibilities of combing the good features of various concepts into new concepts.
5. Select One or More Concepts
Selection of one or more concepts is now done for further refinement.

Concept Testing

1. Define the Purpose of the Concept Test
2. Choose a Survey Population
3.Choose a Survey Format
4. Communicate the Concept
5. Measure the Customer Response
6. Interpret the Results



Details

1. Define the Purpose of the Concept Test
2. Choose a Survey Population and Sample Size
The sample size of the survey should be large enough that the team's confidence in the results is high enough to guide decision making

3.Choose a Survey Format

Survey formats include face to face interaction, telephone, postal mail, electronic mail, internet etc.

4. Communicate the Concept

The concept can be communicated to the survey participant as verbal description, sketch, photo, story board, video, physical model or working prototype. Based on the communication form used, the survye format also will change.

5. Measure the Customer Response

The customer response can be taken in the form

Definitely would buy.
Probably would buy.
Might or might not buy.
Probably would not buy.
Definitely would not buy.

6. Interpret the Results

A product is developed based on functional elements. The product as developed has physical elements, parts and subassemblies.

The architecture of a product is the scheme by which the functional elements of the product are arranged into physical chunks (items of the product) and by which the chunks interact.

The most modular architecture is one in which each functional element of the product is implemented through  one distinct chunk.

Product Architecture


1. Create a Schematic of the Product
2. Cluster the Elements of the Schematic
3. Create a Rough Geometric Layout
4. Identify the Fundamental and Incidental Interactions


Delayed Differentiation of the Product


Platform Planning

A company may offer two or more products that are highly differentiated yet share a substantial fraction of their components. The fraction that is shared is called the platform,

In platform based products, there is a commonality or common parts plan and differentiation plan.