Licensed Electrical & Mechanical Engineer BMayer@ChabotCollege.edu Engineering 11 Conceptual Design Bruce Mayer, PE Licensed Electrical & Mechanical Engineer BMayer@ChabotCollege.edu

OutLine  Concept Design What is a design concept? Clarifying functional requirements Generating design concepts Analyzing alternative designs Developing “product” alternatives Evaluating product alternatives Concept Design Review Information flow & storage Intellectual property protection

Prob Formulation  Concept Customer Needs Customer requirements Importance weights House of Quality Engr. characteristics Engr. Design Spec’s Formulation Concept Design “Best” Alternative Concepts Will Cover in 2nd Half of Course

Concept Design Flow Design Process The Concept Design is the first part of the design process after writing the Design Specifications Conceptual Design is the intellectual exercise to generate ways implement the actual design goals. This step is successful if we produce AT LEAST one feasible alternative to work with when we are done.

Terms of the Trade Conceptual Design Process ≡ The generation of design alternatives or Design Concepts and the supporting analysis to determine the feasibility of each alternative. Design Concept ≡ A design alternative that includes at least one physical principle and one abstract embodiment.

Terms of the Trade Physical Principle ≡ A natural law or effect that produces a useable method of modifying a signal or device to produce a functional output. For example, the photoelectric effect is a physical principle that produces a current in proportion to the intensity of the incident light. Abstract Embodiment ≡ A diagram that shows the relative relationship between the actors in the design. It need not be to scale.

Physical Principles Physical (Science) Principle Application is the CORE of all Physical Design Physical Principle ≡ the means by which some effect is caused Some Examples Conservation of Mass Energy Momentum Newton’s 3 Laws of Motion Fick’s 2 Diffusion Laws Ohm’s Law Kirchoff’s Laws Bernoulli’s Law Gauss’ Law

Example  Terms of Trade The DECISION about the Physical Principle Leads to the Embodiment Design Element Physical Principle Abstract Embodiment Energy Generation PhotoElectric Effect Nuclear Fission Combustion Solar Cell Uranium Fueled Reactor Coal-Fired Boiler Data Communications Radio Waves Optical Wire BlueTooth/WiFi Laser & PhotoDetector CoAx Cable Energy Storage ElectroChemical Mechanical Motion NiMH Battery FlyWheel

Disc Brake “Working Principle” motion (rotation) material (solid) working geometry surface (planar area) physical principle (friction force caused by caliper clamping force) Note: no sizes, only vague shape

Physical Object ConCept Design An Abstract Embodiment That Includes Physical principle(s), Material(s) of Construction Object geometry → Relative Sizes & Shapes In This Case “Abstract” implies an Imprecise or Broad Specification

Decision-Making InPut/OutPut Customer Needs Customer requirements Importance weights House of Quality Engr. characteristics Engr. Design Spec’s Formulation Concept Design Abstract Embodiment Physical Principles Material Geometry

ConCept Design GamePlan Major Goals for ConCept Design Phase Generate LOTS of feasible design concepts (i.e., alternatives) Somehow select the “best” one or two concepts Is there a Process or Procedure we can follow to improve Odds of success? Consult the OverAll design process to guide us through the Concept design

Concept Design Concept Design Engineering Design Specification Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Concept Design

Product Life  Customer View The Owner of a Physical Product Experiences Time-Phases RampUp = UnPak, SetUp, FireUp/TurnOn Cruise (Productive Period) = Operate, Maintain, Repair WindDown = CoolDown/TurnOff, TearDown, ReCycle, Discard Activity Analysis examines Customer Actions during All three Phases of Life

Activity Analysis Electric Shaver Use Setup 1. open package 2. examine shaver, cord, travel case, and cleaning brush 3. read instruction booklet (hopefully) 4. fill out warranty card 5. plug in shaver to charge batteries 6. put shaver, case, cord, brush in bathroom cabinet drawer Daily use 7. remove charged shaver from drawer 8. trim hair 9. shave face or legs 10. remove cutter blade cover 11. brush cutter blade 12. replace cover 13. repeat step 5. 14. store shaver in drawer 15. repeat steps 7-14 until blades need replacing Replace blade 16. remove cutter blade cover 17. install new cutter blade 18. replace cutter cover 19. repeat steps 7-13 until batteries need replacing Replace batteries 20. install new rechargeable batteries 21. repeat steps 17.-19. until shave becomes unrepairable Retire Dispose of shaver 22. throw out shaver and auxiliaries; recycle Batteries Activity Analysis Electric Shaver

Product Function DeComposition The Functional Decomposition takes the design functional requirements and refines them into respective subfunctions. The functions are not broken down by expected physical embodiments but by similar operations.

Store water, filter grounds convert electricity to heat DeComp Example Drip Coffee Maker BreakDown by FUNCTION Performed make coffee boil water brew warm coffee pot Store water, filter grounds convert electricity to heat drip water on coffee control electricity conduct electricity

Fcn DeComp Diagram Utility Breaks down big functions into smaller basic subfunctions to improve our ability to “match” existing concepts to basic functions Fully understand customer requirements (use & retire) Disconnect function from form Identify system boundaries Increase the potential for new combinations of SubFunctions

Function Structure Diagram Shows All Significant InPuts & OutPuts INPUT State OUTPUT State Energy Energy FUNCTION Material Material A Function Produces Useful Change Information Information Control Control

Generating Alternative Design Concepts Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Generating Alternative Design Concepts

Biggest Mistake The Biggest Mistake made by Design Engineers Making the FIRST Concept Developed The ONLY Concept Considered; i.e., the FAILURE to CONSIDER MORE THAN ONE Design Concept

SubFunction & Concept No.s In Formulating the Design Problem we Develop a List of Required SubFunctions; e.g., SF1, SF2, SF3...SFm For Each of the “m” SF’s we develop “n” Design Concepts to implement the fcn e.g., We Generate 4 concepts for SF7 Cij Concept-Numbering Notation i ≡ SF No. j ≡ ConCept No. Concept No.s for SF7  {C71, C72, C72, C74}

Generating Alternatives ALL the “m” SF’s must be realized Each SF has “n” Design Alternatives The TOTAL possible number of individual Concept Combinations that meet the requirements for the ENTIRE Product is the Total Number of Design Alternatives, A:

Example  Design MiniBike The SubFunctions SF1 ≡ Transmit Power from the Engine to the Rear Wheel 3 Concepts: Chain, Belt, Shaft SF2 ≡ Brakes to Stop Bike Motion 2 Concepts: Disc, Drum SF3 ≡ Method to Steer Bike 3 Concepts: HandleBar, Steering Wheel, Electronic JoyStick

SF/Concept Matrics Summarize the Design Alternative Combinations in Matrix Form The Total Number of Design Alternatives

Listing Alternatives The “MorphoLogical” Matrix The SubFcns that MUST be realized are the ROWS. The Alternatives for each REQUIRED SubFcn are the columns. MUST pick ONE from eac A Design Alternative is Constructed by Selecting ONE of the Cij from Each Row

Example  Alternatives Consider Two Possible Bike Designs A1 = Chain + Drum + Wheel Concept Notation: A1 = C11, C22, C32 A2 = Shaft + Disc + HandleBar Concept Notation: A2 = C13, C21, C31

ConCept Generation Design teams use various strategies to generate Concepts that should meet the SubFunction Design Requirements. This Process is also sometimes called synthesis. Use brainstorming, past experience, similar designs, “Google” searches, WAG’s,“sleeping on it,” etc. This process may take some time!

CG: Resources & Methods Consult Archives libraries (university, public, corporate) literature (handbooks, monographs, trade mag.s, journals, encyclop, DataBases) People  CoWorkers, Faculty, Sales People, Consultants Internet Searches  General WWW, US Patent office, Suppliers, Professional Societies, etc. CG = Concept Generation

CG: Resources & Methods Analyze Existing Products similar or competitive products dissection, reverse engineering Creative Methods Brainstorming Method 635 Synectics (analogy, fantasy, empathy, inversion) Checklists; e.g. Osborn’s List: substitute, combine, adapt, magnify, minify put to other use, eliminate, rearrange, and reverse CD = Concept Generation

“Creativity Methods” Companies Surveyed ABB Switzerland Ltd., Kühne & Nagel, Georg Fischer, L’Oréal Produit de Luxe, Adecco, Clariant, Swiss Post, Logitech, Nestlé, Credit Suisse, Glencore, Winterthur, Novartis, Migros, Danzas, Group Holcim, Coop Syngenta, Schindler Panalpina, Liebherr, Swatch, Globus, Cosmos, Lonza Group, Hilti, Tissot, Manor, Bon Appétit Gruppe, Saurer Gruppe, Serono, Hotelplan, Unaxis Holding, Siemens Building Technologies AG, PubliGroupe – Consultas SA

BrainStorming (Fusion Design)

Concept Analysis Concept Design Engineering Design Specification Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Concept Analysis

Analyze ≡ “Predict” & “Screen” Analyze: use engineering analysis, simulation, bench testing, etc. to verify that the design concept does work to meet the specifications Goal: (Roughly) predict/estimate each alternative’s performance Some Predictive Tools 1st order calcs. (back of the envelope) Proof of concepts (physical principle “tests”) “Fatal Flaw” Analysis

Screen for Feasibility Feasibility Test: does the design analysis indicate that the design concept will meet the specifications and actually can be executed. Feasibility Questions Likely to function; i.e., will it work? Likely to satisfy customer requirements? Will customers BUY it? Likely to satisfy company requirements? Will it be PROFITABLE?

Evaluate Alternatives Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Evaluate Alternatives

Concept Evaluation Once the design concepts are generated and evaluated for feasibility, the surviving concepts need to be evaluated to determine which one is “best.” How does one define “best”? One common method is to use the criteria for the design and weight the relative importance to determine “best.” Note: the designers must be careful not to “rig” the weighting to make a favorite come out “best”

Weighted Evaluation Method Select the evaluation criteria and place in column 1 of a matrix. Importance weights are assigned to each criterion and placed in column 2 of the matrix. The concepts to be evaluated are placed in subsequent columns of the matrix. Each concept is rates against the criteria and a score, or grade, of 0 to 4 is given. A 0 implies unsatisfactory performance while a 4 is implies very good performance. Each score is multiplied by the weighting factor and the scores are summed. Highest weighted score “wins.”

Example  Data Comm Sys This a Function Decomposition Diagram

Example Evaluation Matrix Notice that functional requirements are not included because it is assumed that all design concepts meet the testable requirements (ALL are feasible). Often used for intangibles or more subjective criteria. Testable requirements with varying degrees of performance can also be included if desired

Design Concept Complete Generate Alternatives Clarify Functions Analyze Iteration Will not violate laws of nature Likely to satisfy “must” customer requirements Likely to satisfy company requirements Archives, People Internet, Creative methods Engineering Design Specification 1st order calculations Proof of concept tests Bench test, Pilot plant Feasible? Best Concept(s) Pugh’s Method Weighted Rating Method Evaluate Activity Analysis Decomposition Diagrams Function Structures Concept Design yes no Design Concept Complete

Information Management The ConCept Design Activities Tend to Generate a LOT of Important Info photocopies of archival matter, printouts from the Internet, vendor catalogs and data sheets, preliminary test results, first-order calculations, patent abstracts, minutes of meetings, concept sketches, concept screening sheets concept evaluation matrices expert interview notes

Design Information Protection Is design “information” property? Whose property is it? Can it be protected? Record? Manage? Protect? Design Documentation what? where ? who? when? why?

Type of Property Real property  land, buildings Personal/Company property Tangible  trucks, cell-ph’s, office equip. Intangible  contracts copyrights trademarks patents trade secrets

Intellectual Property Contracts Definition ≡ A Written or Oral Agreement Between Two Parties (People, Companies) Example: Non-DisClosure, Consulting CopyRight Definition ≡ Exclusive Right to Publication, Production, or Sale of the Rights to a Literary, Dramatic, Musical, or Artistic work Examples: Book, Sheet Music, Software, ScreenPlay, PhotoGraph

Intellectual Property TradeMarks Definition ≡ A Symbol, Design, Word, or Letter Used by a Manufacturer or Dealer to Distinguish his Products from Those of Competitors Examples: Windows, iPhone, Techron, Sprite, HP, DreamLiner, Corvette, Tide, Lipitor, Eskimo Pie, etc.

IP  “Trade Dress” Trade Dress is a distinctive, nonfunctional feature, which distinguishes a merchant's or manufacturer's goods or services from those of another. (appearance) The trade dress of a product involves the "total image" and can include the color of the packaging, the configuration of goods, etc. Even the theme of a restaurant may be considered trade dress. Examples: Wonder Bread Packaging , the tray configuration for Healthy Choice frozen dinners, color scheme of Subway sub shops, Coke Bottle Shape, 7-11 red/green store sign

Intellectual Property Patents Definition ≡ A Document Granting Monopoly rights to Produce or get Profit from an invention, process, or Design Examples: Utility Patents: XeroX Copying, Light Bulb, Internal Combustion Engine, InkJet Printer, Electric Drill, Torx Drive Process Patents: How to Make Teflon, Delrin, Penicillin Design Patents: Ornamental aspects of a Product such as Shape, Configuration, or Decoration

Intellectual Property Trade Secret Definition ≡ A Method used to Make a Product That is Kept Secret by Company Manufacturing the Product Examples “11 Herbs & Spices” “lo-k” Gate Material for Intel Transistors AutoCAD .dwg File-Format

IP Protection Summary © Bruce Mayer, PE

Planer Process Patents All Done for Today Planer Process Patents Making “Flat” Transistors Jack Kilby vs. Robert Noyce

Registered Electrical & Mechanical Engineer BMayer@ChabotCollege.edu Engineering 11 Appendix Bruce Mayer, PE Registered Electrical & Mechanical Engineer BMayer@ChabotCollege.edu

Method 6-3-5 (Brain-Writing) The traditional brainstorming relies on verbal communications. Idea generation may be dominated by a small number of aggressive members. Guidelines for 6-3-5 method Team members are arranged around a circular table to provide continuity. Six (6) members are ideal. Each member sketches three (3) ideas for the product configuration or functions. Sketches should be the focus of this activity. The top five product functionswith respect to the customer needs are considered.