SEMM 1513�Introduction to Design

Concept Generation

Design Process

Concept Generation

A concept is an idea that is sufficiently developed to evaluate the physical principles that govern its behavior (Ullman)

​

• Research background produces Product Design Specification (PDS).

​

• PDS states the boundaries of the design.

​

• All the concepts must follow all the boundaries in the PDS.

​

​

Idea Development Enhancement

Idea Construction Based on Function

Example: problem to get rid of mice from house

Function:

• Must be verb
• In the problem statement: generic verb to allow more concepts can be developed.

Morphology Chart

Morphology chart is a table-based functions for idea generation.

The table comprises of the functions and for each function, all possible

solutions are sketched.

​

To adopt the idea generation using the morphology chart, following steps should be followed:

​

1. Function Clarification
2. Morphology Chart Development
3. Concept Generation
4. Solution Reflection

i. Function Clarification

General Statement

Output

Input

​

Material

Information

Energy

Example:

Coffer maker

General statement:

To heat the water and mix with grind coffee to produce coffee.

​

Input: Output

Material: water, Coffee

ground coffee Coffee residue

Information: Switch on/off

Energy: Electrical power

Create the Sub Functions

◊ This step will identify the sub functions needed.

Create the Sub Functions

There are possibilities to generate different subfunctions based on similar problem statement

​

Therefore,

• The sequence functions must be discussed thoroughly amongst the team members
• Reflection of the sequence of functions must be done to ensure the sequence of functions
• Thorough information gathering on similar products on market helps in creating the subfunctions

​

ii. Morphology Chart Development

Column 1

Functions based on sequence of functions.

​

For each row, solutions based on the functions are sketched.

Morphology Chart

Function: must be ‘verb’

Solutions: must be sketched

Alternative methods to generate more solutions

iii. Concept Generation

Combining the functions

Integrating the functions as one system

Sketch of Concept Generation

Functional aspects of the sketches:

The sketches should be able to

• explain the working principle
• explain the functions, forms, and components
• show the integration of the functions as one system
• show the details of each functions and self explanatory
• reflect the PDS

Quality of the sketch

• Paper usage: must cover at least 90% of the paper
• Mixture of text and graphic is well balanced

​

iv. Solution Reflections

• the solution space has been fully explored,
• alternative functions diagrams can be developed
• alternative ways to decompose the problem can be considered
• all the external sources been thoroughly pursued
• ideas from everyone been accepted and integrated during the process to develop the idea.

Effective Team-Work

• No body will try to influence his/her idea.
• Decision is made together
• Celebrate differences and diversity
• Smaller groups should be formed ( 2 and 3 groups). If more than three persons, there will be some of them be ineffective.

​

​

​

Morphology Chart

Functions must be VERB

(must be generic verb)

Develop as many solutions as possible

Work in smaller group (2 or 3 persons)

Patent search: can be based on functions not device

Use the method in Idea Construction based on function.