23/04/17 Perancangan Produk - Genap 2016/2017 1 CONCEPT SELECTION Chapter 9
23/04/17 Perancangan Produk - Genap 2016/2017 2 Concept Development & Selection Process Mission Statement Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Test Product Concept(s) Set Final Specifications Plan Downstream Development Development Plan Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes These activities can occur throughout the design process! Product concept selection is a decision process, in which the design team selects one or a few product concept for further development.
23/04/17 Perancangan Produk - Genap 2016/2017 3 Challenges How to choose the best concept of abstraction? How to embrace all inputs (likings and concerns) from the whole team in the decision process? How to make use of good attributes of otherwise weak concept designs? How to document the decision process?
23/04/17 Perancangan Produk - Genap 2016/2017 4 Concept Selection Approaches External decision By use of an external group of customers, clients, etc. Product champion & intuition By an influential member of the development team Multi-voting Asking each member to pick a number of concepts and pick the one with most votes. Pros and cons The team list the strengths and weakness of each concept. Prototype and test Build and test prototype for each concept and select based on the test data. Decision metrics The team rates each concept against selection criteria with varying importance/weights.
23/04/17 Perancangan Produk - Genap 2016/2017 5 Issues in the decision process It assumes that the selection criteria reflect customer s needs It assumes that the selection criteria are independent Manufacturing costs and manufacturability are not included in the decision It is better to directly evaluate those independent, simpler concepts underpinning the design concepts, if they constitute all the product concepts. The process of concept selection can be applied to throughout the development process.
23/04/17 Perancangan Produk - Genap 2016/2017 6 Concept Selection Process Concept Ratings Selection Criteria Concepts Screening Stage Scoring Stage Winning Concept(s) Goal: The goal is not to select the best concept but to develop the best concept by combining and/or refining
23/04/17 Perancangan Produk - Genap 2016/2017 7 Concept Development & Selection Funnel concept generation concept screening concept scoring concept testing
23/04/17 Perancangan Produk - Genap 2016/2017 8 Two stages of concept selection Concept screening To quickly narrow the number of concepts and to improve the concepts The Pugh concept selection method Concept scoring weighs the relative importance of the selection criteria focus on more refined comparisons with respect to each criteria
23/04/17 Perancangan Produk - Genap 2016/2017 9 Concept Selection Process Concept Selection Process Screening Stage Scoring Stage Prepare the Matrix Rate Concepts Rank Concepts Combine and Improve Select Best Concept Reflect on the Process Prepare the Matrix Rate Concepts Rank Concepts Combine and Improve Select Best Concept Reflect on the Process
23/04/17 Perancangan Produk - Genap 2016/2017 10 Concept Selection Process Prepare the Matrix Criteria Reference Concept Weightings Rate Concepts Scale ( 0 +) or (1 5) Compare to Reference Concept or Values Rank Concepts Sum Weighted Scores Reflect on the Process Continuous Improvement Select the Best Concept May Be More than One Beware of Average Concepts Combine and Improve Remove Bad Features Combine Good Qualities
23/04/17 Perancangan Produk - Genap 2016/2017 11 Concept Selection Example Reusable syringe
23/04/17 Perancangan Produk - Genap 2016/2017 12 Mission Statement Product description: Reusable syringe with precision dosage control for outpatient use. Primary market Elderly Major features: Accuracy of dose metering Inexpensive
23/04/17 Perancangan Produk - Genap 2016/2017 13 Need analysis Ease of handling Ease of use Readability of dose settings Accuracy of dose metering Durability Ease of manufacture Portability 7 Product Concepts
23/04/17 Perancangan Produk - Genap 2016/2017 14 Konsep A: Master Silinder (Master Cylinder) Batas daerah tangkai 1/11 rongga à penempatan pendorong 1/11 dari posisi alat penyedot Konsep B: Rubber Brake Putar alat penyedot 90 untuk mengatur dosis atau menyimpan penyedot Konsep C: Roda Bergigi Searah (Ratchet) Putar alat penyedot 90 dan dorong ke belakang untuk mengatur dosis. Balikkan untuk memasang penghubung Konsep D: Plunge Stop (Penyedot Henti) Putar klep ke depan untuk mengatur dosis, dorong dengan alat penyedot
23/04/17 Perancangan Produk - Genap 2016/2017 15 Konsep E: Swash Ring Untuk mengatur dosis putar cincin pengatur dosis, tarik alat penyedot dan dorong untuk menyuntikkan Konsep F: Pengungkit/Tuas Mengatur dosis dengan mendorong tuas ke depan dan menyuntikkan dengan mendorong tuas ke belakang Konsep G: Drill Screw (Sekrup Pemutar) Mengatur dosis dengan memutar tombol pengatur dosis, menyuntikkan dengan menekan aktuator
23/04/17 Perancangan Produk - Genap 2016/2017 16 Concept Development & Selection Funnel concept generation concept screening concept scoring concept testing
23/04/17 Perancangan Produk - Genap 2016/2017 17 Concept screening principles Be focused on customer needs Match or exceed competitors performance along key dimensions Improve the product s manufacturability Reduce lead time Encourage more and effective participation from the design team members Have better documentation of the decision process.
23/04/17 Perancangan Produk - Genap 2016/2017 18 Screening stage
23/04/17 Perancangan Produk - Genap 2016/2017 19 Eliminated Concepts Concepts need to be well-defined PRIOR to concept evaluation! (neither of these concepts made the screening cut)
23/04/17 Perancangan Produk - Genap 2016/2017 20 Identify Winning Concepts Concept A has highest net score and no worse than ratings
23/04/17 Perancangan Produk - Genap 2016/2017 21 Combine Winning Concepts Concepts D & F were combined to eliminate worse than ratings
23/04/17 Perancangan Produk - Genap 2016/2017 22 Refine Winning Concepts Concept G s scored well but ease of handling was a problem, therefore revise!
23/04/17 Perancangan Produk - Genap 2016/2017 23 Concept Development & Selection Funnel concept generation concept screening concept scoring concept testing
23/04/17 Perancangan Produk - Genap 2016/2017 24 Scoring stage 1. REFINE Pugh s Matrix Criteria dekomposisi kriteria contoh: kemudahan penggunaan à kemudahan penyuntikan, kemudahan untuk dibersihkan, kemudahan untuk diisi ADD Weightings 2. Rate Concepts REFINE Scale 1 sangat buruk dibandingkan referensi 2 buruk dibandingkan referensi 3 sama seperti referensi 4 lebih baik dari referensi 5 sangat lebih baik dari referensi Select Average Criteria for Reference Compare to Reference Criteria
23/04/17 Perancangan Produk - Genap 2016/2017 25 Scoring stage 3. Rank Concepts Sum Weighted Scores s j = n i=1 r ij w i Dimana: r ij = nilai konsep j untuk kriteria w i = bobot untuk kriteria I n = jumlah kriteria s j = total nilai untuk konsep j 4. Combine and Improve Remove Bad Features Combine Good Qualities 5. Select Best Concepts May Be More than One 6. Reflect on the Process Continuous Improvement
23/04/17 Perancangan Produk - Genap 2016/2017 26 Concept Scoring Stage Generated from Customer Needs week 1 Concepts A DF E G+ (reference) Master Cylinder Lever Stop Swash Ring Dial Screw+ Selection Criteria Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score Rating Weighted Score Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2 Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45 Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5 Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75 Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45 Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4 Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3 Total Score 2.75 3.45 3.10 3.05 Rank 4 1 2 3 Continue? No Develop No No Need to revisit PUGH Matrix as your team s knowledge base expands
23/04/17 Perancangan Produk - Genap 2016/2017 27 Final Winning Concept DF (Tuas henti/ lever stop)
23/04/17 Perancangan Produk - Genap 2016/2017 28 Final Winning Concept - DF Concept DF was selected as the winning concept HOWEVER: Do not simply select concept was highest rating conduct a sensitivity study by varying weights and ratings and examine effect on winning concept rating. Does uncertainty about a particular value have a large impact on the winning concept? Team could have decided to go with top two (or more) concepts. Concepts could be prototyped and tested for customer feedback.
23/04/17 Perancangan Produk - Genap 2016/2017 29 Tips for Concept Development & Selection When possible, use objective rather subjective criteria Useful to identify strengths of concepts that do not make it through screening/scoring stages could these be incorporated on winning concept(s)? Include ease of manufacture, reduced liability, and/or cost as criteria
23/04/17 Perancangan Produk - Genap 2016/2017 30 TO BE CONTINUED