UNIT IV - CONCEPT

GENERATION
Solution Exploration, Concepts Generation and MUP design-
Conceptualize the solution concept; explore, iterate and learn;
build the right prototype; Assess capability, usability and
feasibility. Systematic concept generation; evaluation of
technology alternatives and the solution concepts
 Solution Exploration
Solution Exploration is a process used in various fields, such as business, engineering, and product
development, to identify, analyze, and evaluate potential solutions to a specific problem or need. It
typically involves the following steps:

1. Problem Definition: Clearly articulating the issue or opportunity that needs to be addressed.
2. Research and Analysis: Gathering information about the problem, including constraints,
requirements, and existing solutions.
3. Idea Generation: Brainstorming a wide range of possible solutions, encouraging creativity and
out-of-the-box thinking.
4. Evaluation: Assessing the feasibility, effectiveness, and potential impact of each proposed solution
against set criteria.
5. Prototyping: Creating models or simulations of the most promising solutions to test their viability.
6. Feedback and Iteration: Gathering input from stakeholders and refining the solutions based on
feedback.
7. Selection: Choosing the best solution to implement, often considering factors like cost, time, and
alignment with strategic goals.
What is Concept Generation?
Concept generation is the creative process of developing a range of ideas to address a specific customer
need or problem. The goal is to create multiple possible solutions, which can then be refined and developed
into practical and innovative products.

By following these steps, you can systematically transform abstract ideas into concrete, workable designs.

Step 1: Analyze the Problem

The first step in generating concepts for product design is a thorough understanding and defining the
customer’s problem. This involves a thorough analysis of the customer’s needs and specifications.

As an engineer or a designer, you need to engage with the customer, possibly visit their facilities, and ask
detailed questions to grasp the full scope of the problem.

It’s also super important to know how the customer feels about their problem. You could use surveys or talk to
a group of customers to get a bunch of different viewpoints.
This understanding is critical, as it lays the groundwork for all subsequent design ideas. It’s not just about
identifying what the customer wants but also understanding the “why” behind it, which is essential for
generating relevant and impactful product design concepts.

Step 2: Study Existing Solutions

Once the problem is clearly understood, your next step involves researching existing solutions. This
exploration is important because it helps you build on what’s been done before, rather than starting from
scratch.

So, how do you go about this research? Well, you could start with some good old online digging. Look up
what solutions are currently available, how they work, and what customers think about them. It’s also a great
idea to chat with people who know a lot about the topic – think industry experts or professionals who’ve been
around the block.

Another smart move is to look at existing patents. This can show you what sort of solutions have been legally
recognized and can give you a clue about the direction in which the industry is moving.
Studying current solutions gives you an insight into what has already been tried and tested, helping avoid

reinventing the wheel and sparking ideas for improvements or entirely new approaches.

Step 3: Consider New Solutions through Ideation

Ideation is the heart of concept generation, where creativity and engineering intersect.

Engineers use techniques such as brainstorming, lateral thinking, and mind maps to generate various

potential solutions.

This creative process is crucial for stepping beyond the conventional and exploring innovative solutions. It’s

about generating a volume of ideas that can be sifted through to find the most promising ones.

Remember, it’s not just about quantity but also the quality of ideas that can bring something new to the table.
Step 4: Review and Rank Concepts

After generating a series of ideas, your next step is to evaluate and refine these concepts. This involves using tools like
scoring matrices to assess each idea against specific criteria relevant to the project’s goals.

These help you rate each idea based on how well it matches up with what you’re looking for in your project. You’ll
consider things like the feasibility of the idea, how much it’ll cost, how quickly it can be brought to market, and, most
importantly, if it meets what your customers need.

By systematically reviewing and ranking these concepts, you’re making sure that the final product design ideas you go
forward with are the best of the lot. They are ideas that are not just smart, but also make sense in the real world and
can be turned into something customers will use and love.
Step 5: Choose the Best Concept

The final step in generating concepts for product design is selecting the best concept. This is where you and

your team, along with any other key players involved, come together to make the big decision.

The concept you pick should fit just right with what your customer needs and what’s possible within your

project’s limits.

It’s also important to think about this choice from your customer’s perspective. Ask yourself: Will this work for

them in their day-to-day life? Is it practical? Can it be made without a hitch? This is about making sure the

concept isn’t just good on paper but also in real life.

MUP design- Conceptualize the solution concept; explore,
iterate and learn, build the right prototype

Refer 3rd unit Notes.

Systematic concept generation
In some cases, designing of a New Service (NS) concept may not be different with
ideas creating processes when they determine the mentioned date, which form
can depend not only on the nature of services, but also on the companies’ creative
possibilities. In addition it is offered that the first of the mentioned characteristics is
the nature of activity and it can be also incorporated even in the description of a
new service idea.

Then during the designing NS concepts, next can be reasonable action is finding
solutions for the relationships between consumers and service providers. And
existing services also can be delivered in different ways, e.g. even small
improvements in service providing with high visibility can modify customers’
experiences and challenge changing of some service concept.
Thus, the concepts of services, which are already known for the consumers and
are really recognised as eligible for some customer segment, do not require a very
detailed assessment.

A degree of consumer problem solving may be regarded as an element of NS

concept creation. We find it similar (or even identical) to the degree of customer
satisfaction which can be regarded as a criterion for NS concept assessment.
They suggest methodology where under a problem has to be divided into
subproblems using a classification tree and a real example of methodology for
new concept generation is presented.
The information can be stated that the general process of NS concept designing consist of these
main parts:

1) determination the nature of service activities (this characterization might also be in the content
of new service ideas); and

2) more detailed specification of a NS idea traits by identifying though several qualitative or

quantitative characteristics of some specific NS procedures. With regard to concept creation for
new services, in some cases can really be reasonable to use promotion of some internal or
external skilled experts, who can help in process of decision making by interpretation of a market
needs assessments results, also for identifying the required above-mentioned new service
characteristics. In this case external experts asking means invitation business consultancy
companies, which are capable performing of such listed actions
at the stage of concept formation for new services, implementers need to find as
many as possible different adjusted expressions of the selected idea. Ideas can be
concretised by several characteristics listed above. The higher is the number of
appreciated objects (alternatives) the more objective is the decision.
 Evaluation of Technology alternatives
1. Understand the customer's needs and criteria
The first step is to understand what your customer is looking for and what criteria they will
use to evaluate the alternatives. You can do this by asking open-ended questions, listening
actively, and summarizing their pain points, objectives, and expectations. You should also
consider their budget, timeline, and decision-making process. By knowing their needs and
criteria, you can tailor your evaluation to their specific situation and focus on the most
relevant aspects.
2. Research and select the alternatives
The next step is to research and select the possible technical alternatives that can meet your
customer's needs and criteria. You should aim to narrow down the options to two or three, as
too many choices can overwhelm and confuse your customer. You can use various sources
of information, such as product documentation, reviews, case studies, and demos, to learn about
the features, benefits, and drawbacks of each alternative. You should also consult with your
technical team, peers, and industry experts to get their insights and feedback.
3. Compare and contrast the alternatives
The third step is to compare and contrast the alternatives based on the customer's criteria and
your own expertise. You should use a logical and consistent framework, such as a matrix, a table,
or a chart, to organize and visualize the comparison. You should highlight the strengths and
weaknesses of each alternative, as well as the trade-offs and risks involved. You should also
provide evidence and examples to support your claims, such as data, testimonials, or references.
4. Recommend the best alternative

The fourth step is to recommend the best alternative for your customer based on your comparison
and contrast. You should explain why you think this alternative is the most suitable and valuable for
their problem and goal. You should also anticipate and address any potential objections or
concerns that your customer might have, such as cost, implementation, or
compatibility. You should use persuasive language and techniques, such as storytelling,
analogies, or social proof, to convince your customer of your recommendation.

5. Validate the recommendation

The fifth step is to validate your recommendation by asking your customer for their
feedback and opinion. You should invite them to ask questions, share their thoughts,
and express any doubts or reservations they might have. You should listen carefully
and empathetically, and respond with honesty and clarity. You should also use this
opportunity to reinforce the benefits and value of your recommendation, and to
overcome any remaining barriers or objections.
6. Follow up and close the deal
The final step is to follow up with your customer and close the deal. You should send them a
summary of your evaluation and recommendation, along with any additional information or
resources they might need. You should also remind them of the next steps and actions they need
to take, such as signing a contract, placing an order, or scheduling a demo. You should also thank
them for their time and interest, and express your confidence and enthusiasm for working with
them.
 Evaluation of the solution concepts
Every idea/solution concept can be expressed by several concepts, but their
further development may be uneven. So the purpose of such assessment is to
ascertain which one (or more) concept(s) can be the best for a company under the
current or future conditions in the analysed market. Accordingly, when NS
concepts are built the next frequent step is concepts assessment/evaluation.
Objective assessment and selection of the best NS concept is an important and
responsible process for proper services system designing. So, the main goal is to
determine which criteria must be included into the set of assessment instruments
and to find the best way for the most objective solution.
In order to impart a quantitative form for the assessments, it is purposeful to apply
indexes of importance (weight) for every mentioned criterion (or for groups of criteria)
and to calculate according to the results of survey in the following way:

Where: Pi − total value of concept i; Kij − the value of concept i assessment according to
criterion j; j − the importance (significance) of criterion j; 18 − the number of criteria.

The values of cumulative criterion Ti allows ranking of the concepts. Such assessment
based on the results of customers and employees’ survey will help to make the most
objective decision.
For determination the relative importance (significance) of the criteria the best and
the simplest method is experts’ method. Experts’ method is not the most objective
method.

Therefore, in order to increase objectivity, it is appropriate to use quantitative

calculations.

Assessment results will be more precise if all the concepts are assessed using
more detailed assessment scheme. If only concepts which satisfy at least one of
the conditions have to be compared, they can be assessed using less detailed
assessment scheme.