IE 361: Product Development and Innovation

Lab # 8
Product Concept Development

Submitted to: _ Engr. Abdelaty Edrees __

Submitted By: Group No. (__)

Student name: Student ID:

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Date: ____/________/__2024_______
Industrial Engineering Department
College of Engineering
King Saud University, Riyadh – KSA
1st Semester 1446-2024 1
Objective
- Compose idea generating using brain storming, and evaluate the ideas.

- Finding alternatives and solutions.

- Analyzing and testing alternatives and concepts to find the optimal concept.

What is concept Generation?

➢ A product concept is: A description of HOW the product will satisfy the customer needs

➢ The goal of concept generation is to develop as many ideas as possible

What is the process of Concept Generation?

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 Case Study (Ballpoint pen)

1) Classification tree of technology for pen components: -

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2) Combination table for pen components: -

Nib for touch Level & Color of

Body Material Body Shape Ink Flow
Screen Ink
Ink level
Metallic Cylindrical Disposable At Upper Barrel
indication

Plastic Contoured Replaceable At Lower Barrel

3) Morphological chart for pen components: -

These concept classification trees may be translated into morphological chart, since we have 2, 2, 2, 2, 1,
alternatives therefore we will have 2x2x2x2 x1= 16 combinations. These 16 combinations have shown in
morphological table.
Level &
Body Material Body Shape Ink Flow Nib for touch Screen
Color of Ink
Combinations
At Upper At Lower Ink level
Metallic Plastic Cylindrical Contoured Disposable Replaceable
Barrel Barrel indication
1 ✓ ✓ ✓ ✓ ✓
2 ✓ ✓ ✓ ✓ ✓
3 ✓ ✓ ✓ ✓ ✓
4 ✓ ✓ ✓ ✓ ✓
5 ✓ ✓ ✓ ✓ ✓
6 ✓ ✓ ✓ ✓ ✓
7 ✓ ✓ ✓ ✓ ✓
8 ✓ ✓ ✓ ✓ ✓
9 ✓ ✓ ✓ ✓ ✓
10 ✓ ✓ ✓ ✓ ✓
11 ✓ ✓ ✓ ✓ ✓
12 ✓ ✓ ✓ ✓ ✓
13 ✓ ✓ ✓ ✓ ✓
14 ✓ ✓ ✓ ✓ ✓
15 ✓ ✓ ✓ ✓ ✓
16 ✓ ✓ ✓ ✓ ✓

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4) Concept screening: -

We have evaluated each combination by assigning following value to each selecting criteria
0 = same as existing 1 = better than existing -1 = worse than existing
Selection CONCEPT COMBINATIONS
Criteria 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Ease of use
Ease to
manufacture
Ease of
handling
Less effort
Efficient
Ergonomic
Attractive
Cost
Net Score
Rank
Continue
5) Concept Scoring: -

From screening table combinations, , on the basis of ranks, these

combinations are further analyze using rating scoring technique.
Concept 1 Concept 3 Concept 5 Concept 7
Selection criteria weight Weighted Weighted Weighted Weighted
Rating Rating Rating Rating
score score score score
Ease of use
Ease to
20 Y 80 4 80 S too 3 Go
manufacture
15 3 us 3 Go 3 49 2 30
Ease of handling 10
5 50 3 30 u 40 5 So
Less effort 15
3 45 5 75 3 45 60
Efficient 15 U Go M Go 3 45 5 75
Ergonomic 10
Y U 3 30 5 50 4 90
Attractive 10 4 So M yo 3 30 3 30
Cost 5
3 3 15 U 20 3 15
Score 100 If 380 375 350
Rank
3 A 2 Y
3 = same as reference. 2 = Worse than reference. 1 = More worse than reference,
4 = better than reference 5 = More better than reference
Comparing the scores for the fours selected combinations, Combination C3 has highest score, therefore the
concept C3 is selected as the Concept combination for the development of existing ballpoint pen.

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6) Concept testing: -

We prepare a leaflet mentioning the features of the improved design of ballpoint pen. This leaflet contains a
brief description and several images of our design.
In a survey we meet users and asked them to evaluate our design.
We have selected the users as following:

Faculty members Students Office executives Retailers

35 25 25 15

100

Survey Analysis:
The following survey results are obtained:

Faculty members Students Office executives Retailers

35 25 25 15
18 users like the 12 users like the
22 users like the concept
29 users like the concept concept concept
3 users don’t like
5 users don’t like concept 5 users don’t like 2 users don’t like
concept
1 were silent concept concept
0 were silent
2 were silent 1 were silent

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 Project report requirement

For a product of your project, carry the following:

A) Perform concept screening and scoring

- Perform concept screening.

- Perform concept screening and scoring.

B) Carry concept testing and estimate the number of potential customers expected to make
purchase during the time period