The 9th TRIZ Symposium 2013 in Japan
Research theme:

Research on Process Improvement ofDesign Service of Character Goods
Yui Kato
Manabu Sawaguchi
Major in Business Design & Management
Creative Science and Engineering
Waseda University1

Background and purpose of research【 current design development task 】- The design process and the result are vagueness and a designer asunder individuals.
- It relies on designer's of some old-timers skill and tacit knowledge.
- Old-timer designer and young man's polarization environments- Decreasing of design quality and man power by absence due to illness, job change, and retirement(the old-timer designer's group mandatory retirement after ten years)- There are the common manuals and the flow for the design skill, the improvement
and the solution pattern↓① Making partially of design business Black Box② Development belonging human that relies on individual's skill③ Sharing of design skill (tacit knowledge)→I want to do high design production and the development of
the transparency and reproducibility.
2Commodity and project design researches in the past
【 research in the past 】

New QC outfit(example . consumer electronic, car,and endurance consumption material, etc.)･Harmony method (KJmethod)･Association chartsmall amountlong term
development

Practical function valuing type

(practical function > charm function)

Development
costTime → long

･System diagram , etc.
Multivariate analysis･Factorial analysis, etc..
Idea conception andevaluation･Analogy conception･Brainstorm･TRIZ etc…

【 our company 】(example . luxury goods design, products featuring popular characters,
and beverage package, etc.)

Short-termlarge amountdevelopment

3???
Charm function valuing type
(practical function < charm function)

Development
costTime → shortThis time
Topics ofresearchApproach of research- Business arrangement and inventory by quantifying and seeing [eru] making
about design business- Proposal of the process model by whom engineered method is taken- Plan comparison of effect verification of → sales performance and questionnaireevaluation of designer and developer
Marketingresearch

Product
planning

Production ofcommodity

Commodity
designCommodity
sales【 design business 】
Confirmation ofspecification ofcommodity

4①
Decisionand confirmationof design concept②
Design production
and rough design

Brush
Improvement

DesignDesignSending manuscripts to a printing officesupervisionData creation

Approach of research
The 1st process: Layered structure chart making"Design concept" is quantified by using AHP.
(production and evaluation item of design concept = design)【① concept stage 】【 AHP application 】

The 2nd process: Decision of important evaluation item
The directionality of the design is examined according to thequantified axis.
The 3rd process: Overall judgement
The problem of the design item with a low evaluation isquantified.

【② design production stage 】【 TRIZ application 】
The mutually exclusive dichotomy problemoccurs without fail.
Ex . Design element and area × volume ofinformation
The number of color × specification (cost)
Every trend × receiving and its own rule5

The 4th process: Problem solution
TRIZ is used, and a past case and it solves it.
It is easy to understand more than so far from sharing andmaking to the pattern.
The design production is possible.

①The evaluation item and the problem arequantified with AHP.
→② The problem is solved with TRIZ.

Development case: Long seller set commodity design renewal【 procedure 】【① concept stage 】
The 1st process: The sales budget has been achieved with the above-mentioned commodity in the past of ①.
It is hearing in the old-timer designer (two people) as for the design evaluation item (concept).
The 1st process: ② The element that becomes the evaluation item of the design is clarified, and consolidated innine.
The 2nd process: ③ Weight it by the old-timer about nine elements (priority level).
The 2nd process: ④ Design production of young man designer based on the above-mentioned【② design production stage 】
The 2nd process: ⑤ The consensus building ..design idea.. is evaluated on among the developers.
The 3rd process: ⑥ The item with a low evaluation and the occurring design problem are quantified, and theimprovement item is decided.
The 3rd process: ⑦ The design problem with a low evaluation is solved and the improvement idea isproduced.
→Sending manuscripts to a printing office design completion6

【① concept stage 】The 1st process
It is hearing in the old-timer designer (two people) who is achieving procedure ①→ sales.
②③ The element that becomes the axis of → design is clarified and consolidating → isevaluated to nine.
The long seller hit can be expected.
Selection of design idea

C idea⑨ Element⑥ likely

B idea⑧ Design
production andrough design⑤ Assortment
Balance

A idea

⑦ Loveliness④ Harmony ofcolor③ Ground andfigure② Trend

7① Impact

Evaluation
item ofdesign

【① concept stage 】The 1st process
Weight of evaluation
⑦
item

⑧

デザイン
評価項目

①
ｲﾝﾊﾟｸﾄ△のかわいさ②
ﾄﾚﾝﾄﾞ

評価項目の重要度

1位
0 .1 4 3 7 5 7 62位
0 .1 2 1 1 6 3 7

3位
0 .1 1 3 4 3 1 2

ｳｪｲﾄ得点色の調和■らしさ

アソートのバランス

6位
0.10415055

7位
0.102965831

8位
0.099263386

9位
0.092920328

商材とﾃﾞｻ ﾞｲﾝのマッ チング

④

◎要素

4位
0 .1 1 2 0 5 4 9 8 55位
0.11029244

⑥0.16
0.14

①
ｲﾝﾊﾟｸﾄ 1位

0.12
0.1

⑦
△のかわいさ2位②
ﾄﾚﾝﾄﾞ 3位

0.08
0.06
0.04
0.02
0
1位

2位

3位

4位

5位

6位

7位

8位

9位

①
ｲﾝﾊﾟｸﾄ⑦△のかわいさ②
ﾄﾚﾝﾄﾞ⑧
商材とﾃﾞｻﾞｲﾝのマッチング

⑨
◎要素

④色の調和

③
地と図

⑥
■らしさ

⑤
アソートのバランス⑧
商材とﾃﾞｻﾞｲﾝのマッチング 4位→Importance and four high ranks of the design concept①Match of ⑧ lovely and ② trends of impact and ⑦* and commerce material and designs
The design production is done according to [deari] and the axis.
8⑤③地と図⑨【① concept stage 】The 2nd process
Procedures ④-⑤ → It produces the design based on weight.→ AHP evaluation

idea A- The image is an image to the end.
It is different from an actual commodity.
idea Bidea C

9- Three-kind single-unit commodity【① concept stage 】The 3rd process
The consensus building ..design idea.. is evaluated on among the developers procedure ⑤.

Evaluation of each design idea
デザイン
評価項目
評価項目の重要度

ｳｪｲﾄ得点①
ｲﾝﾊﾟｸﾄ⑦△のかわいさ②
ﾄﾚﾝﾄﾞ

1位
2位
3位
0.1437576 0.1211637 0.1134312
0.036466036 0.033220164 0.028109338

A案
0.046715618 0.032031415 0.03442998
B案
0.044515706 0.035136202 0.034229423
C案
2位
1位
2位
C案の評価

⑧

⑤

色の調和

③
地と図

■らしさ

アソートのバランス

4位
0.112054985
0.038329107

6位
5位
0.11029244 0.10415055
0.032758849 0.03062847

7位
0.102965831
0.025207131

8位
0.099263386
0.027697348

9位
0.09292 総合
0.029836 0.282252

0.034063866

0.035283378 0.02878579

0.029421571

0.023674347

0.030814 0.29522

0.036108102

0.036562938 0.02725329

0.031144876

0.026720595

0.03106 0.302731

1位

2位

商材とﾃﾞｻﾞｲﾝのマッチング

2位

⑨④

◎要素

1位

3位

⑥

→C idea became and the evaluations became high results most.

10

1位

1位

【① concept stage 】The 3rd process
The consensus building ..design idea.. is evaluated on among the developers procedure ⑥.

A-C idea of important high rank 4 item each score

1st place impact 2nd place * islovely.

3rd place trend 4th place quotientmaterial and design.

→C idea became in most items in nine concepts and the evaluations became high results most.
However, when the evaluation (importance and four design concept high ranks) was seen, theevaluation of C idea became a low result by the item of the match of the 1st place impact, the4th place quotient material, and the design.
Therefore, it can be said that it is a design item with room for improvement for this 1st place
impact, the 4th place quotient material, and the item of the match of the design.
11【② concept stage 】The 3rd process → The 4th process
The consensus building ..design idea.. is evaluated on among the developers procedure ⑥.
The improvement rough is made based on C idea with the highest evaluation.

①Design problem that became clear [de]It squeezes it to the improvement of 1st place "Impact".
→"Harmony of the color" occurs and deterioration and the contradiction problem occur.
(design problem that occurs in this area by this case and our design development)②The problem is solved with TRIZ (design version contradiction matrix and invention
principle).

(invention principle and contradiction matrix of TRIZ)
There is a constant law in 400,000 patent technologies and the same principle is used
many times exceeding industry and the age.
→The quotient material, the component, and the design rule are effective also for thesolution of the problem of a constant our commodity design.
12【② design production stage 】
The 4th process
Production of Procedure ⑦ improvement idea

【 design version TRIZ 】The parameter is consolidated in 11.
デザイン分類
1 デザイン部分のかたち・面積・長さ2 デザイン上の制約・有害要素←

デザインパラメータ
デザイン面の長さ
デザイン面積デザイン面のかたち

デザイン精度・クオリティ

4689303115182039183921264410
2542

ダレルマン2003版TRIZ
静止物体の長さ/角度
静止物体の面積
静止物体の体積形状
有害なものの放出ｼｽﾃﾑが作り出すその他の有害な効果
力/トルク
パワー
強度
美しさ/見かけパワー
美しさ/見かけ(物質の構成の)安定性
時間の損失
生産性
物質の量
物質の損失
製造精度/一貫性

デザインの情報

28

情報の損失

◎らしさ
◎独自要素

32
35

適応性/汎用性
信頼性/ロバスト性(頑健性)

3 強さ・魅力・インパクト

デザインの有害要素
悪い副作用
強さ・魅力・インパクト

4 色彩
5 トレンド・斬新さ・新たな表現

色彩
トレンド・斬新さ・新たな表現

6 作りやすさ制作ｽｹｼﾞｭｰﾙ

制作時間
制作の手間・スキル
デザインの再現性
デザイン構成要素の量

7 デザイン構成要素（量）8 デザイン構成要素（質・ﾃｲｽﾄ）
9 デザイン精度（ｸｵﾘﾃｨ）
ストーリー・情報・
10
コンセプトのわかりやすさ
11 ◎オリジナル要素

13

デザイン構成要素のテイスト←

9 デザイン精度(クオリティ)
10 ストーリー・コンセプトのわかりやすさ
11 ◎オリジナル要素

14

10

11

デクザオイリンテ精度

わコ ス
かン トりセやプ リ
すト
さの ・オ◎
リジナル
要素ルー

8 デザイン構成要素(質・テイスト)

9

デ質ザ・ イテン
イ構ス成ト要素ー

7 デザイン構成要素(量)

8

デ量ザイン
構成要素)

5 トレンド・斬新さ・新たな表現
Reference :Problem settlement plan of similar
item to "Harmony of color" and6 制作の手間・制作スケジュール"Impact"

7

ィ

4 色彩

6制制
作作
スのケ手ジ間・(

3 インパクト・魅力・印象の強さ

5新斬 ト
た新 レなさン
表・ ド現 ・)

2 デザイン上の制約・有害要素

4色彩(

1 デザイン部分のかたち・面積・長さ

3印魅 イ
象力 ンの・パ強 ク
さ ト・)

Design version TRIZ
【 contradiction matrix 】

2有デ害ザ
要イ
素ン
上の制約・ュー

Production of procedure ⑦
improvement idea

1かデたザ
ちイ・ ン
面部
積分・の長さ(【② design production stage 】
The 4th process

1 3 13 35 17 10 17 35 3 19 3 17 32 7 14 17 19 35 12 3 35 3 15 17 14 5 30 4 3 25 17 35 28 24 35 12 30 32 10 28 24 13 1 19 35 15 411 5 7 40 24 12 14 40 1 13 2 26 22 5 35 32 7 14 26 22 28 1 19 7 37 24 10 26 1 40 30 17 14 10 39 3 2 35 25 3 2 16 7 28 6 2 17 401537 9 12 28 6 305 13 19 28 6 4 40 18 6 2 13 2640 30 3 540 22 17 32 14 5 25 3 1030 2 4 117 14 4 13 24 3 1510 3 15 35 28 4 17 7 10 5 2 35 28 10 3 4 15 4 19 3 1 2 10 35 10 19 1 3 10 12 14 34 2 15 25 10 16 13 19 35 10 1335 17 40 1 5 30 718 40 17 517 7 5 2 24 35 13 25 40 14 924 3935 24 15 2 17 26 4 2 4 7 10 2 40 3 4 1 1528 2423 5 14 28
15 25 17 263214 24 410435 28 17 9 1 3 40 10 15 2 35 5 314 3 7 12 28 19 35 37 17 35 10 24 21 10 3 14 18 29 28 3 35 40 12 28 29 5 37 32 7 15 17 3 1914 4 19 13 25 15 7 13 24 14 1 1915 22 1714 3 7 12 28 23 37 17 19 28 31 35 19 38 4 3 30 1 28 29 37 2 3 10 24 1 10 14 35 1 1318 28 40 1015 22 40 4 10 1 15 6 14 40 13 5 30 17 31 931 2414 32 6 19 28 37 28 2 24 40 442332 26517 14 15 3 1 4 28 32 4 28 15 35 2 3 28 7 4 15 14721332 9 17 40 215 4 14 32

3 40 10 35 7 10 62 9 12 28 15 130 40 328 17 3 4 1 3 22 10 3 7 32 10 28 7 15 2 3524434

17 14 1 35 4 19 13 1 3 35 15 19 2 19 15 35 28 28 15 14 2235 1 5 10 15 6 28 35 19 4 3 30 30 1 28 17 2 3 10 14 10 19 24 15 28 19 3525 36 15 3 28 32 7 2 2 28 4 13 40 10 3 7 4 1419 14 3 40 7 2 9403432 22 24 28 3 7 32 2 3 24 7 410 3 7 4 14 321249 17 40
17 4 35 3 39 40 24 1 1 15 24 35 40 24 10 16 35 18 17 4 3 22 10 35 24 17 4 35 24 40 35 40 2 14 3 7 3 25 2 12 24 10 32 40 35 15 307 5 14 10 12 28 19 2 14 39 25 13 2 40 17 9 5 6 1 3 28 2 13 1 22 6 10 1 28 210 3 2 25 9 24 10 35 18 5 26 24 7 28 2 3 24 28 13 31328 15 12 221335 12 343225
14 4 10 124 4 10 34 30 3 33 15 28 35 1 15 17 40 335 3 17 4 2 25 7 14 1 35 24 40 3 35 14 40 3 19 30 17 28 14 35 19 3 30 17 35 24 9 40 3 25 191214 17 928 14
1 15 17 13 36252435 16
17 28 24 10 5 30 4 3 13 2 24 35 3 14 15 9 28 25 3 13 28 17 4 28 25 13 17 4 1 30 19 24 35 15 2 24 3 10 624 10 3 32 40 1 2 15 28 1039 35
1 15 144028 5 25 2410 312 35 34
17 1 10 32 35 28 25 3 10 40 24 10 12 19 28 2 32 2 3 17 32 7 2 32 16 3 17 7 24 35 33 28 15 5 7 30 25 32 9 10 35 2413 10 2 35 7 13 1 430 1316 3 17 7 3517 35 4
13 1 4 2 10 3934 728 25 528 25 17 26 16 25 7 1 13 35 10 13 17 24 10 19 32 3 17 7 5 10 19 24 25 35 30 10 26 25 22 17 28 24 7 7 17 2 3 13 25 17 124 5 25 9 1332 1 14 24 3 425 35 332 3 17 7 524 5 9 1310 26
17 4 26 28 6 24 15 3 1 19 10 24 25 35 15 17 14 19 28 2 32 3 14 19 1 24 35 28 35 40 4 14 28 15 1 30 35 3 28 13 10 3 15 40 35 16 7 3 10 2616 15 2 30 24 35 7 4 30 3 13 2 1 24 40 3 8 28
2 32 3 4 10 40 15 25 2 3 39 10 54035 12
1 3 13 10 25 28 3235 3 14 4 5 4026 35 40
4 1 10 121413 124【② design production stage 】
The 4th process
Production of procedure ⑦ improvement idea

デザイン版発明原理原理
1. 分割
2. 分離・ 抽出
3. 局部的性質
4. 対称性
5. 併合
6. 汎用性Design version TRIZ
【 contradiction matrix 】

7. 入れ子構造
8.カウンタウェイト
9. 先取り 反作用
10. 先取り 作用【 design version invention principle 】→14, 3, 7, 12, 28, 15, 22, 17,Correspondence

11. 事前保護
12. 等ポテ ン シ ャ ル
13. 逆発想14. 曲面

Based on the prototype of TRIZ
･General design theory･Design law･Visual effects･Man's intention and psychology action･Our design rule

15. ダ イ ナミ ッ ク 化
16. 部分的解決ま た は過剰解決
17. も う 一つの次元
18. 有効性の連続性
19. 害を 益に変換
20. フ ィ ード バッ ク
21. 仲介The parameter of TRIZ is belonging made for the design
the application by the ratio idea.
(The reference literature has been described to the lastslide. )22. セ ルフ サービ ス
23. 模倣品を コ ピ ー
24. 柔軟な 殻と 薄膜の利用
25. 色を 変え る
26. 均質性27. 部分の放棄・ 変形ま た は再生成
28. 要素の状態・ 位置の変移
29. 不活性な 環境

1530. 複合材料

Future tasks
 Desirable Result
Proposal and result of process model at level that can be operated by business Future Tasks①AHP

It was possible to say much for accuracy or more by matching the vector by using"Consensus building method →FD method of weight" of each evaluator of the designconcept. However, being not able to solve vagueness by the individual variation of theprevious work etc. becomes future tasks.
②TRIZ
It is not so, divides from suitable "Commodity design & design problem", and the point
where the ascertainment is necessary becomes future tasks though TRIZ is applied at anactual commodity design production stage and the effect is verified.

16

Reference literature･Illustration TRIZ

Ikuo Yamada･Design and Sensibility Katsuo Inoue･Basic of mathematical principle sensibility engineering

Shinya Nagasawa･Introduction of operations research for problem solving Eizou Takai･Game sense decision making method･Design Rules Index William Lindwell･Analysis of "The consumer's preference and dislike" concerning shampoo bottle as package design(2006 Kyou Toyoguchi)･Concept of commodity concept

Tomihiro Katayama･ Essence of target costing and product development Koji Yamamoto17