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ADMS 4245 (12)


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York University
Administrative Studies
ADMS 4245
Peter Modir

CHAPTER 6 – Concept Generation • A product concept is an approximate description of the technology, working principles, and form of a product • It is usually expressed as a sketch 3 dimensional with its brief description • Concept generation is cheaper than the other processes: it takes less than 5% of budget and 15% less time. • The concept generation process begins with a set of customer needs (CH4) and target specifications (CH5), which results in a set of hundreds or thousands of product concepts, usually around 5-20 concepts are considered out of those hundreds product concepts Structured approaches Reduce the Likelihood of costly problems: Common mistakes • Consideration of only one or two alternatives • Failure to consider the usefulness of concepts employed by your competitors • Involvement of only one or two people in the process • A structured approach to concept generation reduces the incidence of these problems by encouraging the gathering of info from many different sources, by guiding the team in the exploration of alternatives, and by providing mechanism for integrating solutions 5 Step Method: it breaks a complex problem into simpler subproblems 1. Clarify the Problem a. Understanding b. Problem Decomposition: It means dividing a problem into simpler subproblems. Many design challenges are too complex to solve as a single problem and can be usefully divided into several simpler subproblems such as a photocopier where you divide the components in different groups. Oppositely, decomposition might not be very useful for product with extreme simple functions c. Focus on critical subproblems 2. Search Externally: It is aimed at finding existing solutions to both the overall problem and subproblems since implementing an existing solution is usually a. The external search for solutions is essentially an information-gathering process b. Lead users: Users of a product who experience needs month or years before the majority of the market. c. Experts: professional c
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