EDGEEDGE™™

Functional Decomposition and Functional Decomposition and Concept GenerationConcept Generation

prepared by Prof. Margaret Bailey (ME)prepared by Prof. Margaret Bailey (ME)

Copyright © 2007 Rochester Institute of TechnologyAll rights reserved.

EDGEEDGE™™

Session OverviewSession Overview

• Introduce Concept GenerationIntroduce Concept Generation• Explore Five-Step Concept Generation Explore Five-Step Concept Generation

MethodMethod• Demonstrate Above Steps on Various Demonstrate Above Steps on Various

ExamplesExamples• Discuss Common Dysfunctions and Tips Discuss Common Dysfunctions and Tips • Apply Concept Generation Steps to Apply Concept Generation Steps to

Team MSD I ProjectTeam MSD I Project

EDGEEDGE™™

Concept Development ProcessConcept Development Process

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

IdentifyCustomer

Needs

EstablishTarget

Specifications

GenerateProduct

Concepts

SelectProduct

Concept(s)

Set Final

Specifications

PlanDownstreamDevelopment

MissionStatement Test

ProductConcept(s)

DevelopmentPlan

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-2, Chapter 6, 4, Exhibit 6-2, Chapter 6, 4thth Edition, p. 98, Irwin Edition, p. 98, Irwin McGraw-HillMcGraw-Hill

EDGEEDGE™™

Concept GenerationConcept Generation

Customer NeedsCustomer Needs

Target Target SpecificationsSpecifications

SET of Possible SET of Possible ConceptsConcepts

Concept Concept GeneratiGeneration Phaseon Phase

Goal: By the end of this phase, Goal: By the end of this phase, your team should feel confident your team should feel confident that the full spectrum of options that the full spectrum of options

has been explored.has been explored.

"Fail Often, Fail Fast, Fail Cheap""Fail Often, Fail Fast, Fail Cheap"

EDGEEDGE™™

Concept Generation ProcessConcept Generation Process

• Clarify the ProblemClarify the Problem– Problem DecompositionProblem Decomposition

• External SearchExternal Search– Lead UsersLead Users– ExpertsExperts– Benchmarking Benchmarking – Patents/ LiteraturePatents/ Literature– Professional SocietiesProfessional Societies– StandardsStandards

• Internal SearchInternal Search– Individual MethodsIndividual Methods– Group MethodsGroup Methods

• Systematic ExplorationSystematic Exploration– Classification TreeClassification Tree– Combination TableCombination Table

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Clarifythe

Problem

Reflect on theSolutions andthe Process

SearchExternally

SearchInternally

ExploreSystematically

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-3, Chapter 6, 4, Exhibit 6-3, Chapter 6, 4thth Edition, p. 100, Irwin McGraw-Hill Edition, p. 100, Irwin McGraw-Hill

EDGEEDGE™™

Clarify the ProblemClarify the Problem

• Decompose or divide a complex problem into Decompose or divide a complex problem into simpler problems that can more easily be solved simpler problems that can more easily be solved in a focused manner. in a focused manner.

• Several “decomposition” methods available, such Several “decomposition” methods available, such as:as:– Sequence of User ActionsSequence of User Actions– Key Customer NeedsKey Customer Needs– FUNCTIONS, known as FUNCTIONS, known as Functional DecompositionFunctional Decomposition

• Division process occurs until sub-functions can be worked on easily

• Function diagram useful for documenting but they are not unique; several decompositions may be found for a given problem

• A simple list of sub-functions (without connections shown) is also acceptable

EDGEEDGE™™

Function Diagram: Hand Held NailerFunction Diagram: Hand Held Nailer

Storenails

Store oraccept

externalenergy

Isolatenail

Convertenergy to

translationalenergy

Applytranslational

energy to nail

Sensetrip

Triggertool

Energy

Nails

"Trip" oftool

Drivennail

Hand-heldnailer

Energy (?)

Signal (?)

Material (nails)

Energy (?)

Signal (tool "trip")

INPUT OUTPUT

Material (driven nail)

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-4, Chapter 6, 4, Exhibit 6-4, Chapter 6, 4thth Edition, p. 102, Irwin McGraw- Edition, p. 102, Irwin McGraw-HillHill

EDGEEDGE™™

Review Functional Decomposition Review Functional Decomposition on MSD I Projecton MSD I Project

• What are your “must What are your “must haves”?haves”?

• Develop function diagram Develop function diagram (showing connections or (showing connections or flows) and/or list of sub-flows) and/or list of sub-functions for your MSD I functions for your MSD I projectproject

• Identify sub-functions that Identify sub-functions that could be considered criticalcould be considered critical– Most critical to the success of Most critical to the success of

the productthe product– Most likely to benefit from Most likely to benefit from

novel or creative solutionsnovel or creative solutions

EDGEEDGE™™

Concept Generation ProcessConcept Generation Process

• Clarify the ProblemClarify the Problem– Problem DecompositionProblem Decomposition

• External SearchExternal Search– Lead UsersLead Users– ExpertsExperts– Benchmarking Benchmarking – Patents/ LiteraturePatents/ Literature– Professional SocietiesProfessional Societies– StandardsStandards

• Internal SearchInternal Search– Individual MethodsIndividual Methods– Group MethodsGroup Methods

• Systematic ExplorationSystematic Exploration– Classification TreeClassification Tree– Combination TableCombination Table

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Clarifythe

Problem

Reflect on theSolutions andthe Process

SearchExternally

SearchInternally

ExploreSystematically

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-3, Chapter 6, 4, Exhibit 6-3, Chapter 6, 4thth Edition, p. 100, Irwin McGraw- Edition, p. 100, Irwin McGraw-HillHill

EDGEEDGE™™

Patents/LiteraturePatents/Literature• US Patent and Trademark Office Web SiteUS Patent and Trademark Office Web Site

– http://www.uspto.gov/– http://www.uspto.gov/web/offices/com/iip/index.htm

• European Patent OfficeEuropean Patent Office– http://www.european-patent-office.org/online/http://www.european-patent-office.org/online/

• Academic Journals Academic Journals – Database tools such as web of science, engineering index, Database tools such as web of science, engineering index,

compendex, science citations index, etc.compendex, science citations index, etc.• Conference ProceedingsConference Proceedings• Internet ResourcesInternet Resources

– Search enginesSearch engines: Google, Metacrawler, …: Google, Metacrawler, …– Government Web Site (Foreign and Domestic)Government Web Site (Foreign and Domestic)– DO NOT rely exclusively on internet search

resources. They are often good, but they are also often WRONG and INCOMPLETE

EDGEEDGE™™

• Project Management Institute (PMI)• Institute of Electrical and Electronics Engineers (IEEE)

The technical objectives of the IEEE focus on advancing the theory and practice of electrical, The technical objectives of the IEEE focus on advancing the theory and practice of electrical, electronics and computer engineering and computer science.electronics and computer engineering and computer science.

• Software Engineering Institute The SEI mission is to provide leadership in advancing the state of the practice of software The SEI mission is to provide leadership in advancing the state of the practice of software engineering to improve the quality of systems that depend on software.engineering to improve the quality of systems that depend on software.

• The International Society for Optical Engineering (SPIE) The society's fundamental mission is to provide world-class education and information services that The society's fundamental mission is to provide world-class education and information services that enhance and promote the profession and field of optical engineering and that add quality and value enhance and promote the profession and field of optical engineering and that add quality and value to the careers of the members it serves.to the careers of the members it serves.

• Society of Automotive Engineers (SAE)Society of Automotive Engineers (SAE) SAE provides technical information and expertise used in designing, building, maintaining, and SAE provides technical information and expertise used in designing, building, maintaining, and operating self-propelled vehicles for use on land or sea, in air or space.operating self-propelled vehicles for use on land or sea, in air or space.

• American Society for Testing and Materials (ASTM)American Society for Testing and Materials (ASTM) The society promotes public health and safety, and the overall quality of life; contributes to the The society promotes public health and safety, and the overall quality of life; contributes to the reliability of materials, products, systems and services.reliability of materials, products, systems and services.

• Society of Manufacturing Engineers (SME)Society of Manufacturing Engineers (SME) The society is dedicated to serving its members and the manufacturing community through the The society is dedicated to serving its members and the manufacturing community through the advancement of professionalism, knowledge, and learning.advancement of professionalism, knowledge, and learning.

Professional SocietiesProfessional Societies

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• Private Companies & OrganizationsPrivate Companies & Organizations– Underwriter’s LaboratoryUnderwriter’s Laboratory– International Organization for Standards (ISO)International Organization for Standards (ISO)– European Environment AgencyEuropean Environment Agency

• GovernmentGovernment– Occupational Safety & Health AdministrationOccupational Safety & Health Administration– MIL standardsMIL standards– CodesCodes

• SocietiesSocieties– Design standardsDesign standards– Accepted practicesAccepted practices

StandardsStandards

EDGEEDGE™™

Develop External Search Develop External Search Strategy for MSD I ProjectStrategy for MSD I Project

• Identify lead users and Identify lead users and expertsexperts

• Create benchmarking Create benchmarking planplan– Closely related productsClosely related products– Functionally related Functionally related

productsproducts

• Describe your Describe your reverse reverse engineeringengineering plan. plan.

• Discuss usefulness of Discuss usefulness of patent/literature search patent/literature search for various sub-functionsfor various sub-functions

EDGEEDGE™™

Concept Generation ProcessConcept Generation Process

• Clarify the ProblemClarify the Problem– Problem DecompositionProblem Decomposition

• External SearchExternal Search– Lead UsersLead Users– ExpertsExperts– Patents/ LiteraturePatents/ Literature– Professional SocietiesProfessional Societies– StandardsStandards– BenchmarkingBenchmarking

• Internal SearchInternal Search– Individual MethodsIndividual Methods– Group MethodsGroup Methods

• Systematic ExplorationSystematic Exploration– Classification TreeClassification Tree– Combination TableCombination Table

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Clarifythe

Problem

Reflect on theSolutions andthe Process

SearchExternally

SearchInternally

ExploreSystematically

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-3, Chapter 6, 4, Exhibit 6-3, Chapter 6, 4thth Edition, p. 100, Irwin McGraw-Hill Edition, p. 100, Irwin McGraw-Hill

EDGEEDGE™™

Tips for Idea GenerationTips for Idea Generation

• Focus on generating a large QUANTITY of ideasFocus on generating a large QUANTITY of ideas• Do not criticize individuals, ideas, or suggestionsDo not criticize individuals, ideas, or suggestions• Do not pass judgment on the statements madeDo not pass judgment on the statements made• Do not evaluate the merits of an idea – welcome Do not evaluate the merits of an idea – welcome

ideas that may first appear infeasibleideas that may first appear infeasible• Set goals – either fixed number of ideas in a session, Set goals – either fixed number of ideas in a session,

or maximum ideas in a fixed length of timeor maximum ideas in a fixed length of time• Analogies – What other devices solve related Analogies – What other devices solve related

problem?problem?• Wish and wonder – Consider new possibilitiesWish and wonder – Consider new possibilities• Related stimuli – Work on your neighbor’s idea listRelated stimuli – Work on your neighbor’s idea list

EDGEEDGE™™

More Tips for Idea GenerationMore Tips for Idea Generation

• BalanceBalance Individual and Group Search Individual and Group Search• Individuals generate ideas more quickly than Individuals generate ideas more quickly than

groups groups – Analogies – What other devices solve related problem?Analogies – What other devices solve related problem?– Wish and wonder – Consider new possibilitiesWish and wonder – Consider new possibilities

• Group interaction is critical for refinement, Group interaction is critical for refinement, combination, and critique of the solutionscombination, and critique of the solutions– Group sessions build team consensus that solution Group sessions build team consensus that solution

space has been adequately exploredspace has been adequately explored– Gallery Method – Display many concepts created by Gallery Method – Display many concepts created by

various individuals at once (via post-its, etc.) various individuals at once (via post-its, etc.) • ExplainExplain• Improve/refineImprove/refine• Identify related conceptsIdentify related concepts

EDGEEDGE™™

Begin Internal Search Process for Begin Internal Search Process for MSD I ProjectMSD I Project

• Focus on generating a Focus on generating a large QUANTITY of large QUANTITY of ideas for a critical sub-ideas for a critical sub-functionfunction

• Use individual and Use individual and group techniquesgroup techniques

• Record concept Record concept generation process generation process and share with classand share with class

EDGEEDGE™™

Concept Generation ProcessConcept Generation Process

• Clarify the ProblemClarify the Problem– Problem DecompositionProblem Decomposition

• External SearchExternal Search– Lead UsersLead Users– ExpertsExperts– Patents/ LiteraturePatents/ Literature– Professional SocietiesProfessional Societies– StandardsStandards– BenchmarkingBenchmarking

• Internal SearchInternal Search– Individual MethodsIndividual Methods– Group MethodsGroup Methods

• Systematic ExplorationSystematic Exploration– Classification TreeClassification Tree– Combination TableCombination Table– Morphological TablesMorphological Tables

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Clarifythe

Problem

Reflect on theSolutions andthe Process

SearchExternally

SearchInternally

ExploreSystematically

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-3, Chapter 6, 4, Exhibit 6-3, Chapter 6, 4thth Edition, p. 100, Irwin McGraw-Hill Edition, p. 100, Irwin McGraw-Hill

EDGEEDGE™™

Systematic Exploration:Systematic Exploration:Concept Combination Table - Hand Held Concept Combination Table - Hand Held

NailerNailerConvert ElectricalEnergy toTranslationalEnergy

AccumulateEnergy

ApplyTranslationalEnergy to Nail

rotary motor w/transmission

linear motor

solenoid

rail gun

spring

moving mass

single impact

multiple impacts

push nail

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-12, Chapter 6, 4, Exhibit 6-12, Chapter 6, 4thth Edition, p. 117, Irwin McGraw-Hill Edition, p. 117, Irwin McGraw-Hill

EDGEEDGE™™

Concept Generation ProcessConcept Generation Process

• Clarify the ProblemClarify the Problem– Problem DecompositionProblem Decomposition

• External SearchExternal Search– Lead UsersLead Users– ExpertsExperts– Patents/ LiteraturePatents/ Literature– Professional SocietiesProfessional Societies– StandardsStandards– BenchmarkingBenchmarking

• Internal SearchInternal Search– Individual MethodsIndividual Methods– Group MethodsGroup Methods

• Systematic ExplorationSystematic Exploration– Classification TreeClassification Tree– Combination TableCombination Table– Morphological TablesMorphological Tables

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Clarifythe

Problem

Reflect on theSolutions andthe Process

SearchExternally

SearchInternally

ExploreSystematically

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 6-3, Chapter 6, 4, Exhibit 6-3, Chapter 6, 4thth Edition, p. 100, Irwin McGraw-Hill Edition, p. 100, Irwin McGraw-Hill

EDGEEDGE™™

Next Steps….Next Steps….

• Create list of sub-functions AND/OR develop Create list of sub-functions AND/OR develop a functional diagram (refer to Exhibit 6-4) a functional diagram (refer to Exhibit 6-4)

• Identify and justify critical sub-functions Identify and justify critical sub-functions • Begin external searches of problem solutionsBegin external searches of problem solutions• Internal search of solutions at system and Internal search of solutions at system and

sub-function levels, include several possible sub-function levels, include several possible solutions solutions

• Synthesize possible solution combinations at Synthesize possible solution combinations at the sub-function level (refer to Exhibit 6-9) the sub-function level (refer to Exhibit 6-9)