CE402_Chemical Product and Process Design

CH03. Ideas

Prof. Chanyeon Kim

Energy Science and Engineering

DGIST, Korea
Contents
Reuiew
1. An introduction to Chemical Product Design
2. Needs
projectchater
1 .

3. Ideas
3.1 Human Ideas
3.2 Chemical Ideas 2 SMART 는 무엇인지
3.3 Sorting the Ideas
3.4 Screening the Ideas 5 가리
3.5 Conclusions and the Second Gate
이유
3 프래온가스가 문제되는
4. Selection

.
5. Product Manufacture
어떤까 어때서

6. Commodity Products
7. Devices 4 estomer
.
의 정의

8. Molecular Products 이들

9. Microstructures
buy or use 하는

그래프나오는거
10. A Plan for the Future 인터서
5 tasle는하도닉 swectaess 는
-
/

쓰임새트특징
s r xe 6 necds 를파박할때
m Scale
예사 ordraalor category
nartro
③

D simple comparisontest scale

②
Outline
• Once we know the specifications for our target product,

1) we need some ideas to meet these specifications.

2) According to most experienced product developers, we need

around one hundred ideas to find one winner.

• Many ideas come from

1) customers

2) competitors https://en.wikipedia.org/wiki/Copycat

3) consultants https://www.mckinsey.com

4) members of the product development team

5) additional chemical ideas sparked by looking at natural products or by

using combinatorial chemistry
Outline
• How to winnow the best ideas from the large number of assembled ideas

1) Sorting the ideas first, then removing redundancy

 Perhaps leaving twenty survivors among 100 ideas

2) Screening (or pruning) the ideas (more aggressively)

 To cut the ideas from twenty to around five by using a concept
screening matrix
concelpls 를
werght켜서 급로
ma
screening

https://ko.wikipedia.org/wiki/%ED%8C%8C%
EC%9D%BC:Mi,_Japanese_winnow.jpg
3.1 Human Ideas
그래서
초반
단계에서다일선
• We normally need b/w twenty and several hundred ideas to get one
winning product.
1) How many ideas are needed for a new product depending on companies?

1802, $25.3B ($2.35B) Three hundred initial concepts

1902, $30.3B ($6.95B) Only ten ideas

Minnesota Mining and Manufacturing Company

1849, $52.8B ($14.8B)

One hundred ideas
1993 (UK)

2) The conclusion is clear: we will need a lot of ideas.

• Generating many ideas requires answering two questions

1) Who are the sources of our ideas?
2) How do we get these sources to give us ideas?
3.1-1 Sources of ideas
• Which idea source will be more valuable? Rank each source.
□ customers

□ competitors

□ consultants

□ members of the product development team

□ literature or nature
18f Source

• One major source is the product development team itself.

and
• The product’s potential customers: those directly benefit from new
product’s characteristics (lead users)
snd
• A related group to the customers are competitors, because both are
interested in products which meet the same need.
3.1-1 Sources of ideas
5 academic
• Literatures: papers, patents,
1) Chemical patents are of limited value because they are often or always
incomplete.
예시 -

2) the Haber process  the catalyst in the patent did not work!

• Products experts
Those retired from our organization or from a competitor

• Private inventors
Giving some innovative ideas beyond the boundaries of our current thinking
But their ideas may be impractical

• Consultants
the most difficult group to characterize because they are so diverse
University professors can be frustrating consultants.
 intellectual descendants of the monks, interested in truth and education
 excellent critics but poor innovators
3.1-2 Collecting the Ideas
• The most direct and effective method of collecting ideas
 to ask the various groups listed on the previous slide to write ideas down
and send them in
• “Brainstorming” ~ a group creativity technique

http://www.clixmarketing.com/blog/2015/06/18/why- http://www.onedesk.com/creative-brainstorming-techniques-
good-old-fashioned-brainstorming-is-important-in-ppc/ innovate-now/

http://lifehacker.com/get-better-brainstorming- http://typeacommunications.com/ideation-
results-using-creative-analogi-1598129182 brainstorming-art-team-building-agreement/
3.1-2 Collecting the Ideas
• “Brainstorming” ~ a group creativity technique
1) Use a common format . Have all groups cover the same topics in more or
less the same way.
2) Generate ideas freely . Do not be worried that some ideas have problems
3) Eschew ownership. Do not worry about which idea is whose, or whether
the suggestion is competent
4) Encourage eccentricity . Do not squash weirdness, even if it suggests the
impossible.

• Stimuli for “Brainstorming”

비판
1) Criticism . Careful, not a mockery
가정 구체화
2) List . All the assumptions, specifications, etc.
,

유추
3) Analogy . Mathmatic fomulas, logics, etc.
차이
4) Opposite. Diversify the angle
3.1-2 Collecting the Ideas
• “Brainstorming” Report Form

규율에 얽매이지 말고
Broad 한 Back
ground 가 입음

경청하는 자세
호기심이 많고
탐구하는 성향이 있을

질문을 어려워하지 않음 .

비판적인 다세

문제 가 무엇인데 파악하는 C통활력 ]

집풍력이 높음 …
?

습관사한것
기록하는

램연환컬 다르게 바라보는 습차

푸도적인 자세

진취적인 제세 , 적국적인다세

도전을 두려워하지 않는것

풍폭한 자본
6 다양지식을
떠나게 해 경험
대 돌기는 다세
18
[ q
3.1-2 Collecting the Ideas
• “Mind Map”
3.1-3 Problem-solving Styles 에 유리한건 아니다
꼭 creafive 한 것만이 problem 을 solving
.

• adaption vs. innovation 갖출 수 있게 꾸준함을 무 기화 하자야

"
"

"

관성 을

1) adaption: using existing or closely related technology

2) innovation: using apparently unrelated information

• Innovation may be creative, but adaption can be equally creative.

• Self-testing to determine my problem-solving style in a teamwork

flake nerd

adaption loose cannon weirdo innovation

drone bean counter

• [Remember] Innovative is not a synonym for creative.

• champion: like a supervisor who is less deeply trained or less objective

3.1-2 Problem-solving Styles
• Science vs. Engineering

Apples and oranges are different, yet

both delicious, get what I mean?
3.1-2 Problem-solving Styles

https://news.harvard.edu/gazette/story/2019/04/h
arvard-scientists-lead-team-revealing-black-hole/

‘Seeing the unseeable’

Event Horizon Telescope researchers
reveal first-ever image of a black hole.
The image, revealed today by
researchers from the Event Horizon
Telescope (EHT), shows a bright ring of
material surrounding a dark center that
marks the event horizon of the black
hole — the “point of no return, where
nothing, not even light — can escape.”
allowing astronomers and physicists to
test Einstein’s theories of gravity
3.1-3 Problem-solving Styles
• Corporate problem-solving styles

• Where is the University?

• Where is the 3M?

• Where is the DGIST? Or where to go?

3.1-4 Examples of Unsorted Ideas
• At this point, the results will be long lists of raw ideas

• Table 3.1-1 Ideas for new laundry detergents causing less pollution

• Table 3.1-2 Ideas for new drug delivery system

• Table 3.1-3 Ideas for a new lithographic ink with reduced solvent emissions

• Table 3.1-4 Ideas for treating high-level, water-soluble radioactive waste

• Table 3.1-5 Ideas for the application of dipstick technology

Table 3.1-1 Ideas for new laundry detergents causing less
pollution
Table 3.1-1 Ideas for new laundry detergents causing less
pollution
• Principles of Dry Cleaning Ref. http://www.chemi-in.com/348

• New Ideas: L사 스타일러 vs. S사 에어드레서

Table 3.1-3 Ideas for a new lithographic ink with reduced
solvent emissions
Table 3.1-4 Ideas for treating high-level, water-soluble
radioactive waste
Table 3.1-5 Ideas for the application of dipstick technology
3.2 Chemical Ideas
• Without chemical knowledge or background, it is almost impossible to
generate chemical ideas.

• What kinds of chemical ideas?

1) Devices for chemical change
 better catalytic converters
 cheaper kidney dialysis machines
2) Particular chemical compounds
 crown ethers for radioactive cesium extraction

• When we do not know our target compounds, we can use common

chemical methods.
1) Natural-product screening
 from plants, animals, fungi, lichens, marine organisms, and microbes

2) Combinatorial chemistry
3.2-1 Natural-product Screening
• The first route: to look for possible sources in nature
1) During the past century, a major source of complex chemical species
w/ higher molecular weights especially in pharmaceutical industry
2) aspirin and opium(아편), quinine and colchinine, caffeine and codeine
3) stevioside (a low-calorie sweetener), derived from sweet herb
(Stervia rebandiana)
4) bulletproof vests (made of a synthetic polyamide) mimic spider silk

• Four ways in which natural products may be used to produce active chemical
species 기술적으로 합성이 가능함에도 Customers
*
ptefer 따라추출을
의 에
하는 경우 ** 유기농 화당품
시
,

1) If the active ingredient is expensive or impossible to synthesize, it may

by isolated directly from an organism.
2) A precursor may be isolated from a natural product and then used as a
building block for a more complex molecule.
3) The natural product can be slightly modified to produce a different
material.
4) The active ingredient may be identified in a natural product, but then
used as a model for a chemical synthesis of an identical or similar molecule.
3.2-2 Combinatorial Chemistry 알고있는
chemistry
를 이반으로s . lution은 제시

• Should or can be used when a chemical problem is clear but no idea to

solve.
1) Equivalent of using a sledgehammer to crack a nut
2) chemical problems: a drug to attack a specific
protein, a catalyst to speed a known reaction, or a
poison specific to a microbe.
3) The core idea behind combinatorial chemistry is
to identify possible active ingredients or molecular https://thumbs.dreamstime.com/z/sle
fragments and to test all of them robitically. dgehammer-to-crack-nut-cartoon-
humor-concept-illustration-saying-
proverb-50959469.jpg
• Example 3.2-1 Fuel-Cell Catalysts
An elegant example of combinatorial methods used in catalytic chemistry is
given by Reddington et al. (1998). The problem is to optimize the
composition of a catalyst for methanol fuel cells. High-surface-area Pt-Ru
catalysts are the current technology, but waste about 25% of fuel’s energy.
By chemical analogy, we want to consider the other platinum group
metals as additives. The problem is to test efficiently many catalysts of
different composition and with different combinations of elements.
How can this be done?
3.2-2 Combinatorial Chemistry .
다매운
d
[ .
.

• Solution
To make these tests, Reddington et al. built a 645-member electrode
array, including the five pure elements, 80 combinations of two elements,
280 ternaries, and 280 quaternaries, by using a modified ink jet printer to
spray dots of mixed metal salts. The dots were dried and reduced to the
metals. To test each combination, the authors used a fluorescent molecule
which luminesces in acid but not base. (H+ is produced as part of the fuel
cell’s catalytic cycle.) On testing, the most effective catalyst simply lit up the
brightest.

Chem. Commun. (2015)

3.2-2 Combinatorial Chemistry
• Solution
The results are fascinating. A quaternary alloy (Pt(44)/Rh(41)/Os(10)/Ir(5))
was found to be the most efficient catalyst. It was significantly more
efficient than the commercial binary, although the surface area achieved
was only about half. Other attractive catalysts were identified in different
regions of both ternary and quaternary space. The most efficient ternary
(Pt(62)/Rh(25)/Os(13)) lines in a ternary region bounded by inefficient
binaries, Pt-Os and Pt-Rh. We would not intuitively expect high activity
from this ternary composition. These results could never have been
achieved by conventional catalytic testing: the amount of work required
would be just too great and the results show that a rational or intuitive
approach would have failed.
기랜값을 얻을 수 있음 . E
굉당히 높은 정확도의
.

* 특정분야에선 실험 없이도

fuel
ex ) cell
calalyst 의 screening
DET -

> DCT
3.2-2 Catalysts for our life
수소전기자동차
© MoneyToday in 2019 © motorgraph in 2016

CO2 Reduction
Catalysis Today 270 (2016) 19

H2 Generation
월간수소경제 (2018)
3.3 Sorting the Ideas
• Generating possible solutions to a need is fun but produces a hodgepodge
of ideas. These ideas are incomplete.
1) They are not so much like frogs which must be screened to find a prince.
2) Instead, they are like fragments of frogs.
3) To combine some of our better ideas to produce something closer to a
whole frog.

• First, sort and prune ideas to be around twenty, and then, use matrix
screening methods to choose the best five.
3.3 Sorting the Ideas
• 3.3-1 Getting Started
The first step is simply to prepare a list of all the ideas

1) Removing considerable redundancy

too general or too specific

2) Pruning (가지치기)

3) Some ideas may be incorrect but still contain innovations which we do

not want to lose.  Keeping aside from the rest of the sorting, and
periodically recheck.

• 3.3-2 “The material will tell you”

To organize the ideas into categories
 How to organize? What kinds of forms?
3.3 Sorting the Ideas
• Example 3.3-1 Reusable Laundry Detergents
Our start-up company has raised
considerable resources to seek pollution-
preventing, environmentally benign
chemical technologies. Without many
specifics, the company’s prospectus
promises “reusable detergents.” These
should be more attractive ecologically than
many existing “environmentally friendly”
detergents, some of which have high
sodium hydroxide concentrations. A few
consumer surveys have generated product
ideas like those shown in Table 3.1-1.

 Sort these idea so that we can begin

to choose those which are most
promising for development.
3.3 Sorting the Ideas
• Example 3.3-3 A pollution-preventing ink
A printing company prints personal
checks with a lithographic ink containing
the carcinogenic solvent, methylene
chloride (CH2Cl2). Workers at this
company also clean the presses by
wetting a shop rag with the same solvent,
and scrubbing down the press. This
procedure works well. The trouble is that
much of the methylene chloride
evaporates and so risks workers’ health
and censure from the environmental
authorities. Also, the soiled rags have
been reclassified as a hazardous waste,
so that the cost of their disposal almost
equals the cost of buying the solvent in
the first place.
 Sort these idea in Table 3.1-3 to
identify those most worth pursuing.
3.4 Screening the Ideas 의 판단 기준야

• 3.4-1 Strategies for Idea Screening

0) To look at the headings in the outline, and choose the best candidate
1) Scientific maturity
 We will prefer designs based on scientific knowledge which we
already have and understand.
2) Engineering ease
 We will prefer designs which imply straightforward engineering like
that already used in established manufacturing
3) Minimum risk
 We do not want to take unnecessary chances.
4) Low cost
 We may want a rough estimate of the relative cost of our ideas.
5) Safety
 We want to identify which products are inherently safer or more
dangerous than our benchmark.
6) Low environmental impact
 We will tend to choose products which cause less pollution.
3.4 Screening the Ideas
• 3.4-2 Improving the Idea Screening Process
 Use a concept-screening matrix weight faalor 를
통해

굉당히 effeatioe
Sonting
이 이
scoring
3.4 Screening the Ideas
• 3.4-2 Improving the Idea Screening Process
 Use a concept-screening matrix
• Example 3.4-1 Concentrating Orange Juice
Orange juice is sometimes concentrated by vacuum evaporation, frozen for
storage, and then thawed and diluted for use. Its taste is inferior to
untreated juice because much of the flavor evaporates during the vacuum
evaporation. To replace this lost flavor, ground orange peel is sometimes
added to the frozen concentrate. The peel tastes bitter.
 As an alternative, we want to explore using reverse osmosis membranes
to remove water and retain flavor. We are also interested in using a
combination of these methods: some evaporation, some reverse osmosis,
and then a blending of the two streams. Which prospects look best?

http://puretecwater.com/reverse-
osmosis/what-is-reverse-osmosis
 3.4 Screening the Ideas
• Solutions
 Our core team decides that there are four key factors in these processes:
θee 0
technical maturity, engineering, cost, and product quality. After
coueeptconsiderable discussion, the team decides on the values shown in Table 3.4-2.

[
screonirg  The low scores for the maturity of reverse osmosis reflect concern that
orange pulp in the juice will tend to foul the membranes after only a short
대다 period of operation. The troubles caused by this fouling are serious enough
to compromise the advantages of a higher quality product. This is consistent
with the current market, where juice processed by reverse osmosis is not
available. At the same time, the market opportunity remains: unconcentrated
orange juice is outselling concentrate in spite of much higher shipping costs.
3.5 Conclusion and the Second Gate
• The generation and screening of ideas

• “Brainstorming” or “Mind map” to generate without criticism a broad

selection of concepts

• To choose the best

1) Organizing the ideas, removing redundancy and pruning folly.

2) Using concept-screening methods

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3.5 Conclusion and the Second Gate
• The generation and screening of ideas

• “Brainstorming” or “Mind map” to generate without criticism a broad

selection of concepts

• To choose the best

1) Organizing the ideas, removing redundancy and pruning folly.

2) Using concept-screening methods