The Pennsylvania State University

School of Engineering Design, Technology, and Professional Programs

EDSGN 100 Introduction to

Engineering Design

CONCEPT GENERATION:
EXTERNAL AND INTERNAL SEARCH

Ivan E. Esparragoza, PhD

Concept Generation
Statement of problem
Project No. 2
Conceptualization

Customer
Statement
(Need)

Problem Definition
Literature search
Market studies Clarify objectives
Focus groups Establish user
Observations requirements
Benchmarking Identify constraints
Patents search Establish functions
Product dissection

Conceptual Design

Establish design
Biomimicry
specifications
Brainstorming
Generate alternatives
Systematic generation
Evaluate and select
of ideas
alternatives
 Outline

 Conceptualization

 External Search

 Internal Search
 Conceptualization

 Conceptualization is the creative, inventive,

and some would argue the most difficult part of
the engineering design process.

 Concept Definition:
A concept is a very preliminary description of the
form, function, required principles and required
technology for the solution.
 Conceptualization Pitfalls

 Common errors made by design teams during concept

generation include:
 Consider only a few – typically one or two – alternatives, often
suggested by the most vocal team member.

 Ignoring existing concepts found in similar and unrelated

products.

 Lack of full team participation during the conceptualization

process, resulting in a lack of commitment by all members to the
generated concept.

 Poor integration of promising partial solutions to create a final

concept.
 Conceptualization approach:
Gather information and generate ideas

 This stage can be divided into two broad sequential

steps:

 External search:
 seeks existing solution or partial solutions to the overall
problem or to sub-problems of interest.

 Internal search:
 uses the information obtained from the external search
to generate solutions to the design problem.
External Search
 Outline: External Search

 External Search

 Patents

 Benchmarking

 Product Dissection

 Biomimicry
 Patents Definition

 What is a patent?
 Official government document providing specific
rights to the inventors
 Rights exclude others from making, using or selling the
invention

 US Patents exclusions are for 17 years

 Patents are public documents and provide a rich

source of information on solutions to technical
problems
 Patents in Design

 Most patents never commercialized  Provide

information that cannot be found anywhere else

 Important to analyze patents BEFORE concept

generation to avoid re-inventing the wheel or legal
action from the patent holder

 According to World Intellectual Property Organization

(WIPO), 60% of research time and 40% of research cost
could be reduced through thorough analyses of patents
prior to concept generation
 Patents Components

 The essential components

 Claims that define
intellectual property rights
covered

 Set of drawings (usually,

not always)

 Background of the
invention - places invention
in context

 Information on the
Invention
 Type of Patents (1 of 2)

 Utility Patents
 These are the majority
of US patents. They do
not have any prefix, and
relate to ideas that
describe HOW a design
or process works.

 A typical number would

be US 6,646,228
 Type of Patents (2 of 2)

 Design Patents - ‘D’

Prefix.

 Industrial design
patents. Protect shape
and form of design, not
functionality

 A typical number would

be US D508,776
 Finding US Patents

 US Patent Office – http://www.uspto.gov

 Can perform text search from 1976 - present
 Can view all patents in the collection
 DIFFICULT to view images on a MS Windows computer, OK on
Macintosh

 Suggested approach
1. Use US Patent Office to search and find relevant patents.
2. Note Patent Number
3. Visit http://free.patentfetcher.com
4. Enter patent number -> Online software retrieves patent and
compiles it into single *.pdf file
5. Download *.pdf file to your computer.
 Analyzing Patents

 Focus only on patents that are relevant to your design

problem
 After analyzing your problem using black-box modeling
or similar methods
 Search for patents related to overall function
 Search for patents related to single sub-function
 Use art-function matrix to categorize and keep track of
patents found
 Allows ready retrieval of relevant patent when required
during the conceptualization process.
 Patents Function Matrix

Portion of a Patent Function Matrix for an electric toothbrush.

 Benchmarking

 Systematic way of identify, understand, and creatively

evolve superior products, designs, processes and
practices to improve your organizations real
performance.
 Internal benchmarking
 Competitive benchmarking
 Functional benchmarking: focus on functions rather
than products
 Benchmarking Matrix

FEATURE CVS COLGATE ORAL-B SONICARE

Plastic package with cardboard
Packaging
backing. Easy to open.
Not very aesthetic. Dull looking,
Aesthetics
rough surfaces.
Very similar to CVS packaging
Looks nice, and comes in
different colors.
Larger plastic package. Looks
nicer than Colgate and CVS
packages.
Comes in one nice looking color
scheme.
Large cardboard package. Nicest
looking and easiest to open.
It can be reclosed once open.
Almost all white, kind of bland
looking. Shape is nice.

Brush is easily cleaned with Easily cleaned with water.

Ease to clean Easily cleaned with water. Easily cleaned with water. water. Charging stand slightly Charging stand is hard to get into
more difficult to clean some places to clean.
On/off switch is in good location. Very large on/off switch made of On/off switch is small and made
Convenience of Large rubber on/off switch is easy
It is large and rubber, making it rubber for easy use. In good of rubber. It is in a good location,
On/off switch to use, but in odd location.
easy to use. location. very easy to use.

Number of batteries Two double A batteries. Two double A batteries. One built in rechargeable battery One built in rechargeable battery

Fairly noisy up close. Noise

Noise level Fairly noisy Moderately noisy Very quiet humming noise.
becomes less noticeable at 4 in.

Batteries make the brush a little Lightweight. Weight is dispersed Weighs about the same as the
Weight Reasonable weight.
bottom heavy. evenly. Oral-B brush.

Lasts 1-2 months with regular Lasts approximately 2 months Battery lasts for 5 days on a full Battery lasts up to 2 weeks under
Battery life
daily use. when used twice daily. charge when used twice daily. normal brushing.

Very inexpensive. Can be bought Moderate price. Can be bought

Cost Inexpensive. Costs around $7. Expensive. Costs up to $75
for under $5. for about $20.
 Product Dissection

 Systematic process for taking apart and analyzing

components and sub-assemblies of a product.

 Major objectives of product dissection are:

 Improve maintainability
 Improve reliability
 Migration to new technology
 Functional integration, enhancement, or modification
Product dissection and benchmarking for redesign

Internal Competitive Functional

Benchmarking Benchmarking Benchmarking

Product Dissection Product Dissection Product Dissection

Opportunities for Product More Opportunities for

Current Status
Improvement Product Improvement

Compare and prioritize product improvement opportunities

to business strategy, resources, etc...

Redesign Product
 Biomimicry

 It can be defined as the science that studies nature’s

models and then imitates or takes inspiration from these
designs and processes to solve human problems.

 Velcro: Inspired by barbs on weed seeds

 Swim suits: Speedo developed a very low water

resistance body swim suit for the Olympic games in
Australia by studying shark skins.
Internal Search

Brainstorming

Delphi
Basic methods
(intuitive) Synectics

Extremes and Inverses

Morphological Charts

SCAMPER

Directed Axiomatic design

methods Innovative Thinking
(logical)
TRIZ
 Outline: Internal Search

 Innovation and Creativity

 Creativity Thinking
 Basic or Intuitive Methods
 Brainstorming
 Morphological Charts

 Direct or Logical Methods

 SCAMPER
 Innovative Thinking
 TRIZ
 Innovation and Creativity

 The internal search involves generation of new concepts

by the design team.

 New or original concept generation requires a creative

process.

 Innovation and Creativity

 Words easy to recognize but difficult to define in a
fully acceptable manner.
 Creativity
 Invention
 Innovation
 Creativity vs. Innovation

CREATIVITY INNOVATION

Associated with generating Associated with creating

something
IDEAS NEW or DIFFERENT
 Types of Technology Innovation

The natural evolution of a technology-based business

Is for a new technology to substitute for the old.

There are two basic ways for the new technology to arise:
 Creative Thinking

 Creative thinking does not occur at a point in time;

rather it is a process. Wallas (1926) described as a 7
steps:
 Encounter: Identification of the problem to be addressed
 Preparation: Gathering information about the problem
 Concentration: Putting forth effort to solve the problem
 Incubation: When a course of action is not clear
 Illumination: An idea or solution becomes apparent
 Verification: Proving that the solution is appropriate
 Persuasion: Convincing someone else that the solution is
viable for the problem.
 Brainstorming

 Basic concept is to generate a large quantity of

ideas.

 The more ideas, the higher the quality of the

desired product.

 Brainstorming requires the participants to be

prepared to offer all ideas, including seemingly silly
ideas.

 Designers are encouraged to include non-engineers

in the brainstorming sessions.
 Memory (Mind) Maps: effective way to record the
Brainstorming session.
Funnel

Conveyer Slide Curved

Mechanical Circular Cup
Piping
Arm
Cage
Squeeze Gravity Chute Pump
Press Mechanical
Ejecting/ Arm
Press on Dispensing
blades
Juicing Holding
Hopper
(Gravity Feed)
Piping chute

Ramp chute Conveyerbelt

Aligning Orange Peeler, Slicer, and Loading
Upside down Juicer Mechanical
cone chute
Picking Arm

Rotate on
Move over Slicing Peeling fixed blade
circular saw
series Waste
Spin blade
Disposal
Move blades around
through orange
stationary Gravity chute Conveyer to
orange Cut in half
Pushing arm bin
and scoop
Press on fixed to bin
fruit out
blades
 Morphological Charts

 In this method, feature-based or functionally decompose sub-

problems, and possible solution ideas for each problem are placed
in a matrix

 The chart’s structure lists all the sub-problems or functions and

proposed solutions concepts or means to achieve those functions.
Morphological Charts
Example: Morphology for a can crusher
 SCAMPER

 This method uses words and questions to trigger idea

generation

Substitute: What could you substitute?

Combine: What could you combine?

Adapt: What could be adjusted to suit a purpose or condition?

Modify: What would happen if you change form or quality?

Put to other use: How could you use it with a different purpose?

Eliminate: What could you subtract or take away?

Reverse: What would you have if you have reversed it?

 Innovative Thinking (1 of 2)

 The Eight-Dimensional Methodology for Innovative

Thinking is based on two strategies:

 Systematic Methodology: TRIZ which is the Russian

Acronym for the theory of inventive problem solving (used
by Motorola, Xerox, Kodak, AT&T, General Motors, Ford,
etc..)

 Non-Systematic Strategy: Used by DuPont. It basically

recognizes and successfully implements the six
dimensions of creativity.
 Innovative Thinking (2 of 2)

 The user explores solutions in eight different

thinking directions.

 In each direction (or dimension) the user is

guided through multiple questions or
suggestions that stimulates his/her mind in sub-
spaces in which solutions might be found.
Innovative Thinking Eight Dimensions

Uniqueness

What is unique about the process,

objects, dimensions, situations, resources,
concepts, principles, features, patterns,
problems, or solutions?
What does not change
PROBLEM
Compare characteristics/features
Innovative Thinking Eight Dimensions

Uniqueness

Dimensionality

What could be done with space, time,

cost, color, temperature, or any other
dimension?
PROBLEMStart with less/Start with more
Manipulate time/space/cost/dimensions/etc..
Reduce details
Duplicate it/Repeat it
Innovative Thinking Eight Dimensions

Uniqueness

Dimensionality

PROBLEM Directionality

Could be done from different directions or

points of view?
Look all the way around
Look in all directions
Innovative Thinking Eight Dimensions

Uniqueness

Dimensionality

Would be helpful to consolidate processes,

objects, dimensions, situations, resources,
concepts, principles, features, patterns,
PROBLEM Directionality
problems or solutions?
Combine
Multi purpose

Consolidation
Innovative Thinking Eight Dimensions

Uniqueness

Dimensionality

How could segmentation of processes,

objects, dimensions, situations, resources,
PROBLEM Directionality
concepts, principles, features, patterns,
problems, or solutions help?
Learn to share and manage resources
Segment/Cut
SeparateConsolidation

Segmentation
 Innovative Thinking Eight Dimensions

Uniqueness

Dimensionality

What if modifications to the existing processes,

Objects, dimensions, situations, resources,
Concepts, principles, features, problems, or
PROBLEM
Solutions are introduced? Directionality
Rearrange; Extract/Pull
Substitute/Exchange
Add/Subtract

Modification Consolidation

Segmentation
 Innovative Thinking Eight Dimensions

Why not look at similar processes,Uniqueness

objects,
dimensions, situations, resources, concepts,
principles, features, patterns, problems,
Dimensionality
or solutions?
Look for pattern/Rule
Look and use analogy
Make it similar
Similarity PROBLEM Directionality

Modification Consolidation

Segmentation
 Innovative Thinking Eight Dimensions

Uniqueness

Experimentation Dimensionality

Could estimating, guessing, or experimenting

help? If so, how?
Work it out
Similarity PROBLEM Directionality
Simulate
Estimate

Modification Consolidation

Segmentation
 TRIZ

 TRIZ is the Russian acronym for Theory of Inventive

Problem Solving.

 It is a systematic approach to generating innovative

designs solutions to seemingly intractable problems.

 It is based on the analysis of thousands of Russian

patents in the early sixties and seventies.

TRIZ has been recognized as a concept generation process

that can develop clever solutions by using the condensed
knowledge of thousands of past inventors.
 Generation of design solutions using TRIZ

1000s of 1000s of
engineering Systematic Innovation engineering
problems path solutions

General TRIZ General TRIZ

problem solution
(brainstorming, lateral
thinking, etc.)

Specific Design Specific Design

problem Traditional methods path solutions
(brainstorming, lateral
thinking, etc.)

Current Innovation path

 TRIZ: Solution patterns

• TRIZ invites the designer to use a ready pool of knowledge for inspiration.

• TRIZ does not discount the use of traditional approaches.

• On the contrary, TRIZ ensures that design teams use these traditional
methods in a systematic and directed manner by carrying out intelligent idea
generation.

The solution patterns identified have been synthesized into numerous tools that
form TRIZ:
• Technical contradictions and the contradiction matrix
• Physical contradictions and the separation principle
• Standard solutions
• Laws of evolution
• Physical effects
 Simplified Steps for Application of TRIZ tools

1. Analyze the problem by defining contradiction zones. This ensures that you
understand the problem at hand and that you end up solving the right problem.
2. Define your Ideal Final Result. It is an implementation-free description of the situation
after the problem has been solved. It focuses on customer needs or functions needed.
not the current process or equipment.
3. Identify technical contradiction(s). Formulate it in terms of the generalized
engineering parameters. Use the contradiction matrices to seek for the most probable
design principles to solve the problem.
4. Identify physical contradiction(s): If no solution is found from the previous step or if
the problem cannot be formulated as a technical contradiction.
5. Apply condensed standards to seek the solution.
6. Use the separation principles to separate physical contradictions. Apply the
condensed standards to solve the new form of the problem.
7. Revisit Step 1, and ensure the problem was defined correctly
Simplified Steps for Application of TRIZ tools
(to use the first three TRIZ tools effectively)
Analyze the System and Resources
Develop EMS models
If applicable formulate TECHNICAL CONTRADICTIONS
Use contradiction matrix

Done
Yes

No
Define IDEAL FINAL RESULT
If applicable formulate PHYSICAL CONTRADICTIONS
CONDENSED STANDARDS

Yes
Done STOP
No
Separate PHYSICAL CONTRADICTIONS using the
FOUR PRINCIPLES
CONDENSED STANDARDS

Done
Yes

No
Change MINIMAL version of the problem
 Broadening the Scope (Collaborative
Project Approach)

 External search
 Patent search
 Benchmarking (can you identify safety or environmental
issues in existing products?)

 Internal search
 Basic methods (intuitive)
 Direct methods (logical) (consider alternatives that are
safe and has a minimum impact in all living species and
the environment during manufacture, assembly, use,
service and final disposal)