PENGEMBANGAN DAN

KOMERSIALISASI PRODUK
Concept Generation & Selection

by vectorjuice - www.freepik.com

Revised : Dyah S.D.

Departemen Teknik Sistem dan Industri
Institut Teknologi Sepuluh Nopember
Concept Development - The front-end
activities
Development
Mission plan
statemen
t
Identify Establish Generate Select a Concept Estab. Plan
costumer target Product product product final remaining dev.
need specification concepts concept testing specifi. project

Analyze Competitive Product

Perform economic analysis

Modeling and prototyping

Final Specification
Target Specification
Based on selected concept,
Based on customer needs &
feasibility, models, testing, and
benchmarking
trade-offs
Concept Development - The front-end
activities
Development
Mission plan
statement
Identify Establish target Generate Select a Concept Estab. final Plan remaining
costumer specification Product product product specifi. dev. project
need concepts concept testing

Analyze Competitive Product

Perform economic analysis

Modeling and prototyping

Product Generation
Concept Selection Concept Testing
Full space of
Select a developed Survey to the
alternative has been
concept customer
explored
Pernyataan Masalah
• What is solution concepts, if any, could be successfully adapted for this
application?
• What new concept might satisfy the established needs and specifications?
• What methods can be used to facilitate the concept generation process?
The five-step concept generation methodology
1. Clarify the problem
• Understanding
• Problem decomposition
• Focus on critical sub-problems

2. Search externally Sub-problems

• Lead users 3. Search Internally
• Experts • Individual
• Patents • Groups
• Literature
• Benchmarking
4. Explore systematically
• Classification tree
Existing Concepts • Combination table New Concepts

Integrated Solutions
5. Reflect on the
solutions and the process
• Constructive feedback
Method for Choosing a Concept
• External decision
• Product champion → personal preference
• Intuition → by its feel
• Multivoting
• Web-based survey
• Pros and cons → list strengths and weakness of each concept
• Prototype and test
• Decision matrices
Concept Development & Selection Process

Concept Ratings

Scoring Stage
Screening
Winning Concept(s)

Stage
Selection Criteria

Concepts

Goal: The goal is not to select the best concept but

to develop the best concept by combining and/or
refining
Concept Selection Process

Screening Stage Scoring Stage

narrow number of concepts quickly may follow, more detailed

and improve concepts analyses and quantitative
evaluation of remaining concepts

Selection method based on following Six step process that leads the
potential benefits : team :
A customer-focused product Prepare the Matrix
A competitive design Rate Concepts
Better product-process coordination Rank Concepts
Reduced time to product introduction Combine and Improve
Effective group decision making Select Best Concept
Documentation of the decision process Reflect on the Process
 Screening Stage
• Prepare the Matrix – Pugh's METHOD • Combine and Improve
– Criteria – Remove Bad Features
– Select Reference Concept – Combine Good Qualities

• Rate Concepts • Select Best Concepts

– Scale (+ – 0) – May Be More than One
– Compare to Reference Concept – Beware of Average Concepts

• Rank Concepts • Reflect on the Process

– Continuous Improvement
Example : Concept Screening

Concept
A B D
C E F G
Selection Criteria Master Rubber Plunge Stop
Ratchet Swash RIng Lever Set Dial Screw
Cylinder Brake (Reference)
Ease of handling 0 0 - 0 0 - -
Ease to use 0 - - 0 0 + 0
Readability of settings 0 0 + 0 + 0 +
Dose metering accuracy 0 0 0 0 - 0 0
Durability 0 0 0 0 0 + 0
Ease of manufacture + - - 0 0 - 0
Portability + + 0 0 + 0 0
Sum +'s 2 1 1 0 2 2 1
Sum 0's 5 4 3 7 4 3 5
Sum -'s 0 2 3 0 1 2 1
Net Score 2 -1 -2 0 1 0 0
Rank 1 6 7 3 2 3 3
Continue? Yes No No Combine Yes Combine Revise
 Scoring Stage
• REFINE Pugh’s Matrix • Select Best Concepts
– Criteria – May Be More than One
– ADD Weightings • Reflect on the Process
• Rate Concepts – Continuous Improvement
– REFINE Scale (1 - 5)
– Select “Average” Criteria for Reference
– Compare to Reference Criteria Relative Performnace Rating
• Rank Concepts Much worse than reference 1
– Sum Weighted Scores
Worse than reference 2
• Combine and Improve
– Remove Bad Features Same as reference 3
– Combine Good Qualities Better than reference 4
Much better than reference 5
Example : Concept Scoring
Concept
A
DF E G+
(Reference)
Lever Stop Swash Ring Dial Screw+
Master Cylinder
Weighted Weighted Weighted Weighted
Selection Criteria Weight Rating Rating Rating Rating
Score Score Score Score
Ease of handling 5% 3 0,15 3 0,15 4 0,2 4 0,2
Ease to use 15% 3 0,45 4 0,6 4 0,6 3 0,45
Readability of settings 10% 2 0,2 3 0,3 5 0,5 5 0,5
Dose metering accuracy 25% 3 0,75 3 0,75 2 0,5 3 0,75
Durability 15% 2 0,3 5 0,75 4 0,6 3 0,45
Ease of manufacture 20% 3 0,6 3 0,6 2 0,4 2 0,4
Portability 10% 3 0,3 3 0,3 3 0,3 3 0,3
Total Score 2,75 3,45 3,1 3,05
Rank 4 1 2 3
Continue? No Develop No No
Concept Development - The front-end
activities
Development
Mission plan
statemen
t
Identify Establish Generate Select a Concept Estab. Plan
costumer target Product product product final remaining dev.
need specification concepts concept testing specifi. project

Analyze Competitive Product

Perform economic analysis

Modeling and prototyping

Concept testing process

Define the Choose Survey Measure

purpose of the Reflect on the
Format customer
concept results and
Choose a survey response
testing Communicate Interpret the process
population and the concept the results
sample size
Assignment

FIND AND READ SOME JOURNAL (MIN 3 ) ON

PRODUCT DEVELOPMENT AND
COMMERCIALIZATION CASE.

4/20/2021 Sritomo W.S & Dyah S.D 15

This Photo by Unknown Author is licensed under CC BY-NC