BangProd #6 Concept Generation

FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3

by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #6
IDEA (CONCEPT) GENERATION
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
BYG 2018 - PENGEMBANGAN PRODUK - IEH3D3
TEL U – FAK. REKAYASA INDUSTRI
CONCEPT DEVELOPMENT : FRONT END PROCESS
Mission Development
Statement Identify Establish Generate Select Set Final Plan Plan
Customer Target Product Product Specification Downstream
Needs Specification Concepts Concept(s) s Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
budhiyogas@telkomuniversity.ac.id
PRODUCT CONCEPT AND CONCEPT GENERATION PROCESS
 Product Concept is an  A concept usually express as a sketch or

approximate description of the as a rough three dimensional model and
technology, working is often accompanied by a brief textual
principles, and form of the description
product  Concept generation is relatively
inexpensive and can be done relative
quickly compare to other processes
CONCEPT GENERATION PROCESS
 Clarify the Problem

 Problem Decomposition Clarify
the
 External Search Problem
 Lead Users
 Experts
 Patents Search
Search
 Literature Externally Internally
 Benchmarking
 Internal Search
 Individual Methods
Explore
 Group Methods Systematically
 Systematic Exploration
 Classification Tree
 Combination Table Reflect on the
 Reflect on the Process Solutions and
the Process
 Continuous Improvement

1. Clarify the Problem
 Clarifiying the problem: develop general understanding and
breaking problems into sub problems (problem decomposition)
 Source of Information: Mission Statement, List of Needs
Statement, and Preliminary Product Specification
Problem Decomposition :
1. Decomposition by Function Diagram
2. Decomposition by Sequence of User Action
3. Decomposition by Customer Needs

2. Search Externally
 Objectives : Finding existing solution to both the overall problem and the sub
problems identified during the problem clarification step
 External search occurs continually throughout the development process
 5 ways to gather information from external :
1. Interview lead users
2. Consult expert
3. Search Patents
4. Search Published Literature
5. Benchmark Related Problems

3. Internal Search
 Internal search = use personal/team knowledge and creativity to generate
solution concepts
 Internal search = brainstorm
 Guidelines that useful for improving both individual and group internal
search:
1. Suspend judgment
2. Generate a lot of ideas
3. Welcome ideas that may seem infeasible
4. Use graphical and physical media

4. Systematic Exploration
 Systematic Exploration aimed at navigating the space of possibilities by
organizing and synthesizing solution fragments
 Two tools of systematic exploration
1. Concept Classification Tree
2. Concept Combination Table

 Concept Classification Tree : divide the entire space of possible solutions into
several distinct classes which will facilitate comparison and pruning.
Mekanik Trackball
Button
Optik dan Laser
…
Mouse
Connectivity

 Concept Combination Table : provides a way to consider combinations of
solution fragments systematically
Sensor Media transmisi Port
Mekanik Kabel USB

Laser Infrared PS/2
Radion Wireless
(Bluetooth/
(Wi-Fi)
5. REFLECT ON THE RESULTS AND THE PROCESS
 Is the team developing confidence that the solution space has been fully explored?
 Are there alternative function diagrams?
 Are there alternative ways to decompose the problem?
 Have external sources been thoroughly pursued?
 Have ideas from everyone been accepted and integrated in the process?
IDEA GENERATION PROCESS

Methods of Idea Screened New-
Source of Ideas
Generation Product Ideas
 Technology  Exploratory user  Concept  prototype  product

studies
 Market need / user
 Facilitating lead
solution users
 Production / service  Creative methods
 Competition / other  Alliances acquisition
firms / licensing
 Channel of distribution
 Managers / employee
 Environmental change
( Urban & Hauser )

CREATIVE GROUP METHODS
 Brainstorming
 A group tries to generate many Establish openness and participation
diverse ideas
Encourage many and diverse ideas
 No criticism, members
encouraged to improve other’s Build on each other’s ideas
idea
 Morphological analysis Orient toward problems
 Etc Use a leader to guide discussion
INDIVIDUAL CREATIVITY
 The specific determinants of creativity are not known (Urban)
 Each man and woman is born as a creative problem solver (Prince)
 Knowledge is the key input to creativity, but creative thinking requires an
attitude that allows one to search for ideas and manipulate your
knowledge and experience…. (Roger von Oech)
 The specific determinants of 10 mental blocks that prevent individual
creativity are not known creativity :
(Urban)  Looking for the one right answer
 Each man and woman is born  Excessive logical thinking
as a creative problem solver  Rigidly following the rules
(Prince)  Being too practical
 Knowledge is the key input to  Not being willing to have fun and play
creativity, but creative thinking  Overspecializing
requires an attitude that allows
 Avoiding ambiguity
one to search for ideas and
manipulate your knowledge  Fear of looking foolish
and experience…. (Roger von  Unwillingness to make an error
Oech)  Believing You are not creative
 The specific determinants of 10 mental blocks that prevent individual
creativity are not known creativity :
(Urban)  Looking for the one right answer
 Each man and woman is born  Excessive logical thinking
as a creative problem solver  Rigidly following the rules
(Prince)  Being too practical
 Knowledge is the key input to  Not being willing to have fun and play
creativity, but creative thinking  Overspecializing
requires an attitude that allows
 Avoiding ambiguity
one to search for ideas and
manipulate your knowledge  Fear of looking foolish
and experience…. (Roger von  Unwillingness to make an error
Oech)  Believing You are not creative
BLOCKBUSTING
Block Blockbuster
Negative Attitude Attitude Adjustment
• Focusing attention on negative aspects of the • List the positive aspects and outcomes of the problem. Realize that with
problem & possible unsatisfactory outcomes every problem there is not only a danger of failure but an opportunity for
hampers creativity success
Fear of Failure Risk Taking
• One of the greatest inhibitors to creativity is the • Outline what the risk is, why it is important, what is the worst possible
fear of failure and the inability to take a risk outcome, what your options are with the worst possible outcome, and how
you would deal with failure
Following the rules
• Some rules are necessary, such as stopping at a Breaking the rules
red light, while other rules hinder innovation • Practice trying new things. Take a different route to work, try a new food, go
somewhere you’ve never gone
Over reliance on logic
• Relegate imagination to the background because
Internal creative climate
• Turn the situation over to your imagination, your feelings, your sense of
of a need to proceed in a step-by-step fashion
humor. Play with insights and possibilities
Over reliance on logic Creative beliefs
• Relegate imagination to the background • Encourage your creativity, by asking “what if” questions, day
because of a need to proceed in a step-by-step dreaming, make up analogies. Try different ways of expressing
fashion
your creativity
IMPROVING YOUR CREATIVE ABILITIES

 Keep track of your ideas at all times
 Be open and receptive to ideas (yours and
 Pose new questions to yourself every others)
day  Be alert in your observation
 Keep abreast of your field
 Adopt a risk taking attitude
 Learn about things outside your
 Keep your sense of humor
specialty
 Engage in creative hobbies
 Avoid rigid, set pattern of doing things
 Have courage and self-confidence
 Learn to know and understand yourself
Draw four or fewer straight lines (Without

lifting the pencil from the paper) that will
cross through all nine dots
Left or Right ?
THE FOUR 4
 Using four 4's and any Possible answers :

operations, try to write
 1  44/44; (4 + 4 – 4) / 4
equations that have the
numbers from 0 to 100  2  (4*4) / (4+4)
as the answer.  3  (4 + 4 + 4) / 4
 Example : 44 – 44 = 0  15  (44/4)+4
 1, 2, 3, 4, … 100 ?  19  4! – 4 – (4/4)
 99  4/4% - (4/4)
 100  (4 * 4!) + √4 + √4
LETTERS PATTERN
 There is a pattern below :
A EF HI KLMN
-----------------------------
BCD G J OP
There is a reason why some letters are above the line and some are below
the line. Figure out the pattern and complete the alphabet.
 The letters above the line are composed exclusively of straight lines.
 The letters below have curves in them
ABOUT INNOVATIVE IDEAS

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FAKULTAS REKAYASA INDUSTRI

PENGEMBANGAN PRODUK - IEH3D3

IDEA (CONCEPT) GENERATION

CONCEPT DEVELOPMENT : FRONT END PROCESS

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

PRODUCT CONCEPT AND CONCEPT GENERATION PROCESS

 Product Concept is an  A concept usually express as a sketch or

CONCEPT GENERATION PROCESS

 Clarify the Problem

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

CONCEPT GENERATION PROCESS

Sensor Media transmisi Port

Mekanik Kabel USB

5. REFLECT ON THE RESULTS AND THE PROCESS

 Are there alternative function diagrams?

 Are there alternative ways to decompose the problem?

 Have external sources been thoroughly pursued?

IDEA GENERATION PROCESS

 Technology  Exploratory user  Concept  prototype  product

( Urban & Hauser )

CREATIVE GROUP METHODS

IMPROVING YOUR CREATIVE ABILITIES

IMPROVING YOUR CREATIVE ABILITIES

Draw four or fewer straight lines (Without

IMPROVING YOUR CREATIVE ABILITIES

 Using four 4's and any Possible answers :

ABOUT INNOVATIVE IDEAS

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