Concept GenerationProduct Concept GenerationProduct Concept AttributesConcept Generation (aka Ideation)Guidelines for BrainstormingGuidelines for BrainstormingGuidelines for BrainstormingIdeation - ExampleWhat is half of 8?What is half of 8?What is half of 8?Brainstorming Documentation ExamplesConcept Generation MethodsBrainstorming ProcessOrganize, Combine, and “Cross-Pollenate”Common Problems that Limit the Concept Generation ProcessGo Forth and Brainstorm!Concept Generation Reference: Ulirich & Eppinger, Chapter 6 IDENTIFY OPPORTUNITY DEFINE PROBLEM GENERATE CONCEPTS GATHER INFORMATION IMPLEMENT SCREEN CONCEPTS HANDOFF ME 4054W February 9, 2012 Prof. BohlmannUNIVERSITY OF MINNESOTA Product Concept Generation • The goal of product concept generation is to come up with many (scores of) possible ways to implement a design. • The product concept selection process will help you determine which one is best.UNIVERSITY OF MINNESOTA Product Concept Attributes • A product concept is an idea that addresses the product design specification • Concept generation is cheap and easy • Initially, the product concept can be fragmented, complete, abstract, or detailed • Portions of concepts can be combined to generate new concepts • Concept selection is harder Work the processes and they will work for you!UNIVERSITY OF MINNESOTA Concept Generation (aka Ideation) • Is a process • Can be learned • Is not predictable • You are trying to find things that are not apparent • Is easy if attitudes are positiveUNIVERSITY OF MINNESOTA Guidelines for Brainstorming 1. Suspend judgment – all ideas are accepted without feedback Resist the urge to judge. Don’t say things like: • “That will never work…” • “That will cost too much…” • “How many pounds of unobtainium are needed…” • “That’s a great idea…”UNIVERSITY OF MINNESOTA Guidelines for Brainstorming 2. Generate LOTS of ideas • Leverage / combine ideas where appropriate 3. Welcome “wild” ideas that may not seem feasibleUNIVERSITY OF MINNESOTA Guidelines for Brainstorming 4. Use written, graphical and physical media • Document everything: 3x5 note cards, design notebook, 8.5x11 paper – whatever works • Use key word descriptors and sketches • Be able to track the date and who generated the idea (e.g., add initials or team members use different colored pens (keep a key of who had each color)) • The brainstorming should be compiled and uploaded to your Google website. It will also be in your final report. The goal is to create scores of ideasUNIVERSITY OF MINNESOTA Ideation - Example What is half of 8?UNIVERSITY OF MINNESOTA What is half of 8? 8 ÷ 2 = 4 This is one possible solution, but …UNIVERSITY OF MINNESOTA What is half of 8? 8… so is this …UNIVERSITY OF MINNESOTA What is half of 8? 8… and this.UNIVERSITY OF MINNESOTA Brainstorming Documentation ExamplesUNIVERSITY OF MINNESOTA Concept Generation Methods • Make analogies • Change the scale • Wish and wonder • Set quantitative goals • Use related stimuli • Use unrelated stimuli • How would you achieve the opposite goal? Better yet, does anything achieve the opposite goal today?UNIVERSITY OF MINNESOTA Brainstorming Process • Assign a facilitator • Define the topic • Agree on a stop time • Agree on recording method(s) • Build on ideas of others • No judging or stopping to evaluate • Interruptions are OK Your team should have at least two brainstorming sessionsUNIVERSITY OF MINNESOTA Organize, Combine, and “Cross-Pollenate” • Concept classification tree • Combination table • Other methods for exploring ideas: – Catalog – Sort (affinity grouping) – Combine – Post on a wall – RevisitUNIVERSITY OF MINNESOTA Common Problems that Limit the Concept Generation Process • PDS is not well defined prior to concept generation • Insufficient external search • Existing concepts not leveraged • Not enough ideas (think 100+) • Judgment occurs during brainstorming • Going with the first ideaUNIVERSITY OF MINNESOTA Go Forth and Brainstorm!
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