1. Engineering Conceptual Design –Marketing Concept => Physical Concept ( = Physical Principles + Embodiment ) Concept can be represented in –An abstraction of what might be a product someday –Sketch, Flow Diagram, Proof-of-concept Prototype, Notes, …. Function-Based Design: Functional Decomposition –Function: what the product must do –Form: how the product will do it –Objective Tree (Pahl & Beitz) –Function Decomposition (David Ullman) –Function Taxonomy (Fadel) Function-Based Design

2. Concepts: Means of Providing Functions Step 1: Develop Concepts for Each Function –As many concepts as possible for each sub-functions –Keep the concepts abstract, and at the same level of abstraction –Use designer’s knowledge and creativity Step 2: Combining Concepts –Morphological chart –Watch out the pitfalls! Too many ideas Sub-functions are not all independent Some combinations may not make any sense –Rough Sketches Function-form relations Use sketches to extend memory Sketches in design notebook: record of the concept development Concepts from Functions

3. Example of Functional Decomposition: Splashguard Functional Decomposition of Splashguard 1 st Level 2 nd Level 3 rd Level Contact Splashguard 1.1.1 Hold Splashguard 1.1.2 Moving into proximity 1.2.1 Orient Splashguard 1.2.2 Guide Splashguard 1.2.3 Stop 1.2.4 Attach 1.0 Hold 2.0 Detach 3.0 Grasp with hands 1.1 Position 1.2 Secure 1.3 Verify attachment 1.4 Grasp with hands 3.1 Release Splashguard 3.2 Guide 3.3 Move 3.4 Deflect water 4.0 Splashguard Water Splashguard Hand Design an easily removable device that can keep water and mud off the rider of a mountain bike without interfering with the bike’s operation

4. Morphological Chart

5. Concept Generation Seven Concepts Sketched in Splashguard Design Team’s Notebooks

6. Concept Generation Source for Concept Ideas –“Idea isn’t original after all” –Patents –Reference Books and Trade Journals –Experts –Brainstorming Documentation Produced during Concept Generation –Functional Decomposition Diagram –Literature and Patent Search Result –Function-Concept Mapping –Sketches of Overall Concept

7. Mechanical Function Taxonomy Continuous Discrete User Feedback Controlof Power Motion Information resulting in Modification Indication Create Convert Modify Transmit Dissipate Rotary Linear Oscillatory Other Motionto Rotary Linear Oscillatory Other Motion Store Intake Expel Modify Transmit Dissipate Electrical Mechanical Other Power/ Matter to Control Heat Move Support Attach Connect Guide Limit Cover Part X which is Moving Stationary to Part Y which is Moving Stationary in a Removable Permanent Manner Enclosure [George Fadel]