Chapter 5: Concept Development Phase

The Concept Development Phase is the foundational stage of product design and development, where
customer needs are transformed into concrete specifications and concepts. Each subtopic in this phase is
vital for ensuring the final product meets user expectations and market requirements.

1. Identifying Customer Needs

Understanding customer needs ensures that the product solves real problems and adds value.

 Why it’s important: Products designed without understanding user requirements risk failure in the
market.
 Methods to gather needs:
o Interviews: Speaking directly to potential users.
o Focus Groups: Discussing ideas with small groups of users.
o Surveys/Questionnaires: Collecting data from a large audience.
o Observations/Ethnography: Watching users in their natural environment to understand
behaviors and challenges.
 Outcome: A clear list of "what customers want," typically prioritized to guide the design process.

2. Product Specifications

Product specifications are precise, measurable details that define the product's requirements.

 What are Specifications?

These are measurable attributes of the product, such as dimensions, weight, material, functionality,
durability, etc. For example, for a smartphone, specifications could include screen size, battery life,
and processor speed.
 When Are Specifications Established?
o Target Specifications: Established after identifying customer needs but before generating
concepts. They act as benchmarks.
o Final Specifications: Refined later in the process after concept testing and prototype
feedback.
 How to Establish Specifications?
o Translate customer needs into technical metrics (e.g., "lightweight" translates into a
maximum weight in grams).
o Set tolerances to ensure manufacturing feasibility.
o Involve stakeholders to validate specifications.

3. Establishing Target Specifications

Target specifications are the initial benchmarks against which concepts are evaluated.

 Purpose: To define what the product should ideally achieve based on customer needs.
 Steps to Establish Target Specifications:
1. List Metrics: Determine measurable attributes (e.g., performance, cost, aesthetics).
2. Set Benchmarks: Define ideal and acceptable ranges for each metric.
3. Prioritize Metrics: Rank them by importance to focus on critical aspects.
Example: For a car, target specifications might include fuel efficiency (20 km/l minimum), seating capacity
(5 people), and a price range (₹8-10 lakhs).

4. Setting Final Specifications

Final specifications are locked down after refining target specifications through testing and analysis.

 Purpose: To resolve discrepancies between initial expectations and practical constraints.

 Steps to Finalize:
1. Analyze Prototypes: Assess initial prototypes against target specs.
2. Conduct Trade-Off Analysis: Balance competing needs (e.g., cost vs. quality).
3. Validate with Stakeholders: Ensure specifications align with customer and business
goals.

Example: Adjusting the fuel efficiency of a car from 20 km/l to 18 km/l to maintain affordability.

5. The Activity of Concept Generation

Concept generation is brainstorming ideas to solve identified customer problems.

 Purpose: To explore a wide range of solutions before narrowing down to the best.
 Key Techniques:
o Brainstorming: Generating as many ideas as possible without judgment.
o Morphological Analysis: Breaking the problem into smaller parts and exploring solutions
for each.
o Benchmarking: Studying existing solutions in the market for inspiration.
o SCAMPER: A structured method involving steps like Substituting, Combining,
Modifying, etc.

6. A Five-Step Method for Concept Selection

This method helps evaluate and refine concepts systematically.

1. List Selection Criteria: Define parameters to evaluate concepts, such as cost, feasibility,
aesthetics, etc.
2. Rate Each Concept: Score concepts against each criterion.
3. Compare and Rank: Identify the highest-scoring concepts.
4. Refine Top Concepts: Adjust or combine elements of the best ideas.
5. Select Final Concept: Choose the concept that best aligns with the target specifications.

Example: Selecting the best smartphone design by rating prototypes on durability, user interface, and
manufacturing cost.

7. Concept Testing

Concept testing ensures that ideas resonate with users before further development.

 Purpose: To validate assumptions and reduce the risk of failure.

 Methods:
 o Surveys and Interviews: Present sketches or prototypes to users for feedback.
o Focus Groups: Gather in-depth insights from small user groups.
o A/B Testing: Compare multiple concepts in real-world scenarios.

Example: Testing two shoe designs by presenting them to a target audience and gathering preferences.
Chapter 6: System-Level Design

The System-Level Design phase defines the overall architecture of the product and organizes its
subsystems, components, and their interactions. This phase focuses on high-level decisions that impact
functionality, manufacturability, and integration. It serves as the bridge between concept development and
detailed design.

1. Product Architecture

Product architecture is the conceptual blueprint that defines the product's structure and its functional
components.

Definition:

 It outlines how the product’s functions are allocated to different physical or software components.
 Describes how these components interact to deliver the intended performance.

Types of Product Architecture:

1. Modular Architecture:
o Definition: Each component has a single, well-defined function and can be designed,
manufactured, and replaced independently.
o Examples:
 Personal computers (e.g., replaceable RAM, hard drive).
 Lego blocks (each piece can be combined or removed).
o Advantages:
 Easy upgrades and repairs.
 Simplifies manufacturing.
o Disadvantages:
 May require additional connections, increasing cost.
2. Integral Architecture:
o Definition: Functions are distributed across multiple components, with tightly integrated
parts.
o Examples:
 Smartphones (camera, battery, processor tightly coupled).
 High-performance sports cars.
o Advantages:
 Better performance and optimization.
 Compact and lightweight.
o Disadvantages:
 Difficult to repair or upgrade.

Key Decisions in Product Architecture:

 Subsystem Definition: Dividing the product into smaller functional groups (e.g., engine,
transmission, and suspension in cars).
 Interface Specification: Establishing how subsystems communicate (mechanical connections,
data interfaces).
 Standardization vs. Customization: Balancing the need for reusable components and tailored
solutions.
Importance:

 Impacts manufacturability, cost, user experience, and sustainability.

 Determines how changes to one part affect the entire system.

2. Industrial Design

Industrial design focuses on aesthetic, usability, and ergonomic aspects of the product. It ensures the
product is not only functional but also visually appealing and user-friendly.

Key Aspects of Industrial Design:

1. Aesthetic Appeal:
o The product’s appearance (shape, color, texture, materials) aligns with user preferences
and market trends.
o Example: The sleek design of Apple products enhances brand recognition.
2. Ergonomics:
o Designing for human comfort and efficiency.
o Example: A gaming controller is shaped to fit comfortably in the user’s hands for long
durations.
3. Usability:
o Simplifying the interface and physical interaction for users.
o Example: Intuitive placement of buttons on a remote control.
4. Brand Identity:
o Reflecting the company’s values and goals in the design.
o Example: Tesla’s minimalist car interiors signify technological advancement and
sustainability.

Processes in Industrial Design:

 User Research: Understand target demographics and preferences.

 Sketching and Prototyping: Initial visualizations of the product’s form and functionality.
 Material Selection: Choosing materials that balance aesthetics, durability, and cost.
 Iterative Testing: Refining designs based on user feedback.

Role of Industrial Design in System-Level Design:

 Ensures the subsystems integrate seamlessly with the overall product vision.
 Balances technical requirements (from engineering) with customer satisfaction.

3. Interaction Between Product Architecture and Industrial Design

Product architecture and industrial design must work together to achieve a balance between function, form,
and manufacturability.

Examples of Interaction:

 Automobiles: The engine layout (product architecture) must align with the aerodynamic shape of
the car (industrial design).
  Consumer Electronics: Internal circuitry (product architecture) is designed to fit within the sleek
form factor (industrial design).

Challenges:

 Conflicts between functionality and aesthetics (e.g., making a smartphone slim but also durable).
 Trade-offs between cost efficiency and premium design features.

Output of System-Level Design Phase

At the end of this phase, the following deliverables are typically produced:

1. System Architecture Diagram: A visual representation of subsystems and their interactions.

2. Interface Specifications: Clear guidelines for how components or subsystems will interact.
o Example: Communication protocols for software systems, mechanical fits for hardware
components.
3. Preliminary Design of Subsystems: Basic designs for each subsystem, including dimensions,
materials, and functionality.
4. Bill of Materials (BOM): A list of components required for the product, including standard parts
and custom designs.