Product Ideation with 90% neighbor

Product Ideation

with 90% neighbor

한동대 기계제어공학부 김 재 효 교수

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Ingenium

타고난 지적 재능, 발명능력

Engine: 고안

Engineer

(1)무기를 만드는 사람 (프) 포병학교

(2) 신의 능력을 세상에 들어 내는 사람

(3) 장인? (工)

Engineering

과학적 지식(S)과기술적 도 구(T)를 갖고인간의 욕망(H) 을 만족시키기 위한 일을 수 행하는 것

Ingenium

타고난 지적 재능, 발명능력

Engine = En + Genius

(신이 준 재능(천재)이 나타남)

Engineering

(신이 준 재능(천재)을 드러내는 일 )

Engineer= 사명자 Problem

Solver, Designer, Inventor, Innovator

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

19세기~20세기 전반: The Professional Engineer(장인)

 Hands‐on training에 의한 기술 전수 위주

 20세기에 접어들수록 점차 과학과 수학 모델링에 대한 역할 증대



20세기 후반: The Scientific Engineer(과학자+장인)

 과학과 수학을 잘 하는 엔지니어, ‘Sputnik’, nuclear energy 등장

 90년대 후반부터 Non‐professional(teamwork, communication) skill 강조

 21세기:

The Entrepreneurial Engineer(과학자+장인+창의)

 엄청난 변화 속도에 대응할 수 있는 기업가적 역량 요구

 Technical skills + People skills + Innovation

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5



Knows everything

 정보를 지식으로 만들 수 있는가?

 어떤 정보라도 빨리 찾을 수 있고 그것을 평가하여 사용할 줄 아는가?



Can do anything

 엔지니어링 기본과 원리에 대한 통합적 이해STEAM 교육

 무엇을 해야 하는지, 필요한 툴을 획득할 수 있어야 하고 그것을 잘 활용할 수 있어야 함



Works with anybody anywhere

 Communication skills, team skills, understanding of global/current issues



Imagines and can make the imagination a reality

 Entrepreneurial mind: Make something from nothing

 Imagination + 요구를 파악하는 능력 + 솔루션 창출능력 + 통찰력

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Sensory Homunculus Motor Homunculus

7 부경대학교 강의자료

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부경대학교 강의자료 9

(Zenith Space Command, 1956)

(BBC의 ‘Ceefax teletext’, 1970년대 후반)

(다양한 리모컨) Apple tv의 universal 리모컨

뺄셈의 법칙에 근거한 기술의 본질적 접근

Technology-

oriented User-oriented

Invention Innovation

Function Usability

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Ceramic pot

무엇에 쓰는 물건인고?

Pot-in-Pot Cooler

Evaporation

Good Engineering Design

 기능뿐 아니라 사람과 정황을 고려



제품이 사용될 정황과 문화에 대한 고려



사용자들의 사용편리성을 고려



사용자 경험을 중시

 지속 가능성



Long-term perspective를 바탕으로 한 설계



제품으로 파생되는 생활방식의 변화를 고려

 경제성의 원리



본질적 기능에 충실한 제품



더하기가 아닌 뺄셈의 법칙

Product Development Process

1. Planning 2. Concept

Development 3. System-Level Design

opportunity - Define market

segments

- Collect customer needs

- Identify competitive products

- Develop plan for product options and extended product family

Design - Consider product platform &

architecture - Assess new TECH

- Feasibility of product concept

- Develop industrial design

- Build & Test prototype

- Develop product architecture

- Define major sub- systems and interface - Refine industrial

design - Preliminary

component ENG Manufactu

ring - Identify production - Set supply chain

strategy

- Estimate manufacturing - Assess production cost

feasibility

- Identify suppliers for key components - Perform make-buy

analysis

- Define final assembly scheme

4. Detail

Design 5. Testing &

Refinement 6. Production Ramp-Up

plan - Develop promotion and

launch materials - Facilitate field testing

- Place early production with key customers

Design - Define part geometry

- Choose materials - Assign tolerances

- Test overall performance, reliability and durability - Obtain regulatory

approvals

- Assess environmental impact

- Implement design change

- Evaluate early production output

Manufactu

ring - Define piece-part production

processes - Design tooling - Define quality

assurance processes

- Facilitate supplier ramp- - Refine fabrication & up

assembly process - Train workforce

- Refine quality assurance processes

- Begin full operation of production system

Concept Development Flow

Identify Customer

Needs

Establish Target Specification

Generate Product Concepts

Select Product Concepts

ProductMake Prototypes ProductTest

Concepts Final Set

Specification Detailed

Design

Step1. Identify customer needs

Goal

Output

Methods

• Understand customers’ needs

• Effectively communicate them to the development team

• A set of carefully constructed customer need statements, organized in a hierarchical list, w/ importance weightings

1) Gather raw data from customers

2) Interpret the raw data in terms of customer needs 3) Organize the needs into a hierarchy of primary,

secondary, and (if necessary) tertiary needs 4) Establish the relative importance of the needs 5) Reflect on the results and the process

Step1-1. Raw data collection

How to? ① Interview: 1~3 team member w/ one customer

② Focus groups: a 2 hour discussion w/ 8~12 customers

③ Observing the product in use: Notes, video recording, still photography

Focus groups Field notes in observation

Step1-2. Interpret: raw data customer needs

How to? ① Express the need in terms of what the product has to do, not in terms of how it might do it.

② Express the need as specifically as the raw data

③ Use positive, not negative, phrasing

④ Express the need as an attribute of the product

⑤ Avoid the words must and should

Step1-3. Organize: the Needs  a Hierarchy

How to? ① Print or write each need statement on a separate card or self-stick note

② Eliminate redundant statements

③ Group the cards according to the similarity of the needs they express

④ For each group, choose a label

⑤ Consider creating supergroups consisting of two to five groups

⑥ Review and edit the organized needs statements

Step1-4. Establish the Relative importance of the Needs

How to? ① Relying on the consensus of the team members based on their experiences w/ customers

② Basing the importance assessment on further customer surveys

Step2. Establish target specifications

Goal

Output

Methods

• Provide a precise description of what a product has to do (Translation of the customer needs into technical terms)

• A list of target specifications

(a metric, and marginal and ideal values for that metric)

1) Prepare the list of metrics

2) Collect competitive benchmarking information 3) Set ideal and marginally acceptable target values 4) Reflect on the results and the process

Step2-1. Prepare the list of metrics

How to? ① Metrics should be complete

② Metrics should be dependent, not independent, variables

③ Metrics should be practical

④ Some needs cannot easily be translated into quantifiable metrics

⑤ The metrics should include the popular criteria for comparison in the marketplace.

Step2-2. Collect competitive benchmarking information

How to? ① Make a positioning map

② Build a competitive benchmarking chart

Step2-3. Set ideal and marginally acceptable target values

① At least X

② At most X

③ Between X and Y

④ Exactly X

⑤ A set of discrete values

3. Generate product concepts

Goal

Output

Methods

• To thoroughly explore the space of product concepts (including external search, creative problem solving etc.)

• A set of 10 to 20 concepts represented by a sketch and brief descriptive text

1) Clarify the Problem 2) Search Externally 3) Search Internally 4) Explore Systematically

5) Reflect on the Solutions and the Process

1) Clarify the problem - Understanding

- Problem decomposition - Focus on critical

subproblems

4) Explore

Systematically - Classification tree - Combination table 2) Search Externally

- Lead users - Experts - Patents - Literature - Benchmarking

3) Search Internally - Individual

- Group

5) Reflect on the solutions and the process

Existing concept New concept

Integrated solutions

Subproblems Subproblems

Step 3-1. Clarify the problem

Step 3-2. Search Externally

Step 3-3. Search Internally

•

① Suspend judgment – all ideas are accepted w/o feedback

② Generate LOTs of ideas

③ Welcome “wild” ideas that may not seem feasible

④ Use written, graphical and physical media

Step 3-4. Explore Systematically

Concept Classification Tree

Concept Classification Table

Experience labs

Research starts with ‘ you’

Meet customer for experience labs.

It’s an open-ended, qualitative one-on-one sessions that capture both strategic and tactical customer insights.

Individual Activity :

☞

Market research

Survey

Usability

testing interviews Focus group Experience labs

Benefit :

- It’s learnable skill.

- It costs almost nothing if you do by yourself.

- It’s fast and integrative to design process.

- Empathy stays with your company.

Step4. Select product concepts

Goal

Output

Methods

• Evaluate concepts w/ respect to customer needs and other criteria, comparing relative strengths & weakness

• One or more selected concepts

1) External decision 2) Intuition

3) Multivoting 4) Pros and cons 5) Decision matrix

2 stages of concept selection

Concept screening

Concept Scoring

• Reduce the many product concept ideas generated to a relative few that will get additional refinement and analysis

• Use objective methods to select to our consensus final concept selection

Concept Screening Matrix

• Selection Criteria must relate to key customer needs

• +=“better than”, 0=“same as”, -=”worse than”

Concept Scoring Matrix

1) Prepare the selection matrix 2) Rate the concepts

3) Rank the concepts

4) Combine and improve the concepts 5) Select one or more concepts

6) Reflect on the results and the process

Step5. Make/Test product prototypes

Goal

Output

Methods

• Build test models and prototypes for user test

• Paper prototype or 3D prototype

1) Make detailed drawings of your invention (hand-drawing or CAD etc.)

2) Build a simple model using whatever materials you have available such as Styrofoam, balsa wood, cardboard, glue, pins and string etc.)

3) Research options for building your prototype.

4) Make or build your prototype 5) Make it look nice

Paper prototype

Paper prototyping은 디자인 하려고 하는 제품이나 어플에 대한

‘macro’ and a ‘micro’ view를 제공한다..

Micro and Macro views

Screen by screen flows

- 각 화면이나 상태를 상세하게 기록할 수 있다.

- Paper prototype이 자세할수록 사용자 경험 모델도 탄탄해진다.

Sections and Contents

- 특정 컨텐츠를 찾을 수 있게 해준다.

- 특정 컨텐츠까지 몇 단계의 작업을 거쳐 야 하는지 알려준다.

Design alternatives

- Paper prototype의 중요한 장점은 대안 비교가 가능하다는 점이다.

- 전체의 흐름 속에서 두 가지의 디자인을 비교할 수 있어 최적의 솔

루션을 도출하는데 도움을 준다.

54 한경대학교 강의자료

55 한경대학교 강의자료

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전북대학교 강의자료 57

Engineer = Designer



Problem solver & Problem setter



암기가 아닌 이해, 공감하는 기술로의 전이



눈에 보이지 않는 가치를 제품으로 구현하는 능력



문제해결, 커뮤니케이션, 팀 협동 능력 개발

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사람을 이해하고 공감하는 엔지니어

Why not change the world?

Contact Info.: [email protected]