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Module Ii Concept Generation

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Ananthakrishnan M
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19 views9 pages

Module Ii Concept Generation

Uploaded by

Ananthakrishnan M
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CONCEPT GENERATION

Presented by
Dr.Mohamed bak K
Concept Development
Process
M
is
s
io Identify Establish Generate Select Test Set Plan
S n
ta
te
m
e
n
t Customer Target Product Product Product Final Downstream

Needs Specification
s Concepts Concept(s
) Concept(s
) Specificati
ons Development
men
t

2
The Activity of Concept
Generation
• A good concept is sometimes poorly
implemented in subsequent development
phases, but a poor concept can rarely be
manipulated to achieve commercial
success.
• Concept generation typically consumes less
than 5% budget and 15% of the
development time
• Because the concept genaration activity is
not costly, there is no excuse for lack of
diligence and care in executing asound
concept generation method.
4
Preliminary questions

After identifying customer needs


and establishing target product
specifications, the team should
ask:
• What existing solutions could be
ETM 551 Lecture 5 -Concept

adapted for this application?


Generation.ppt

• What new concepts might satisfy


these needs and specifications?
• What methods can be used to
facilitate concept generation
process? 4
Concept generation activity

• Structured approaches reduce the


likelihood of costly problems
– Common dysfunctions during concept
generation:
– Consideration of only one or two
alternatives, often proposed by the most
assertive members of the team.
– Failure to consider
ETM 551 Lecturecarefully
5 -Concept the usefulness
Generation.ppt
of concepts employed by other firms in
related and unrelated products.
– Involvement of only one or two people in the
process, resulting in lack of confidence and
commitment by other team members.
– Ineffective integration of promising partial
solutions.
– Failure to consider entire categories of 5
solutions.
A Five-Step Method

• Step 1: Clarify the Problem


• Step 2: Search Externally
• Step 3: Search Internally
• Step 4: Explore Systematically
• Step 5: Reflect on the Results
ETM 551 Lecture 5 -Concept
Generation.ppt

and the Process

6
Concept Generation
Process

EXISTIN
G
2. Search CONCEP
1. Clarify externally TS
the • Lead users
proble • Experts 4. Explore
m • Patents systematic
• Unders • Literature ally
tanding • Benchmarking • Classificatio
• Problem n tree
INTEGRAT
decomposit • Combinatio
ED
3. Search n table
ion SOLUTIO
• Focus on internally NS
critical • Individual 5. Reflect on
subproblems • Group solution and
process
NEW • Constructive
SUBPROBLEM CONCEP
S TS feedback 8
PRODUCT ARCHITECTURE

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