The 10th TRIZ Symposium 2014 in Japan

Topics of research:

Research on Improvement of Design Process

Department of Business Design and Management
Graduate School of Creative Science and Engineering, Waseda University
Guidance Prof. Manabu Sawaguchi

Yui Kato1

Background and Purpose【 Subject of current design business 】①Specialty, subdivision, and concentration of business②Unfixed form and going side by side simultaneously of business- 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- Neither the design skill, the improvement and the solution pattern of the common manuals nor flow.

↓･Making partially of design business Black Box･Development belonging human that relies on individual's skill･Sharing of design skill (tacit knowledge)【 Purpose 】→ It wants to make tacit knowledge organization wisdom by making
the design business visible, and to contribute to the design improvement
and the improvement of a special skill.
2

【 problem of business 】①Specialty, Subdivision, and Concentration of Business【 feature of business 】
The specialty of thebusiness is high.

①Specialty and Subdivision
Concentration of Business

The businessis subdivided.

The business hasconcentrated on
the individual.

【 source 】Hiroshi Kubota ,”Making to visible changes your company.
-Theory and practice of making to visible in going up of effect”,
Japanese Standards Association (2012)3

To the tendency that thebusiness becomes the person in
charge leaving and a result
valuing, and the check on thebusiness process becomes soft
When knowhow is shared, neither the
problem nor information are shared withother members because own specialty
collapses.
The person in charge knows thework contents better than the
superior.
To the tendency to convinced that
other members won't understandits work contents

It is easy to fall into the businessaccomplishment of selfhood..

It tends to do thebusiness within the rangeof my ability, and a time,mental room is lost, too.

②Unfixed Form and Going Side by Side Simultaneously of Business【 problem of business 】
The business process is not seen, andmaking to the manual is difficult.

【 feature of business 】
Non-fixed form on
business.
②Unfixed form
Going side by side
simultaneously ofbusiness

It is necessary to advancetwo or more businesssimultaneously andconcurrently.

【 source 】Hiroshi Kubota ,”Making to visible changes your company.
-Theory and practice of making to visible in going up of effect”,
Japanese Standards Association(2012)4

The business is changed to those who
belong, and the improvement of the businessprocess is difficult, and consideration to theimprovement of the business process is alsolow.
The cost consideration lowers from how
my business contributes to sales and the
profit cramped because it is non-fixedform.

To the individual ability and the skill
It depends.
It becomes advantageous like thestaff. Whose experience is long andthe specialty is high. .

Object Area of Research【① concept stage 】【1-1】
Commodity
specification decision【1-2】
Concept decision
Non-approval【1-3】
Concept approval
conference- The quantification of the design business, and thebusiness arrangement and inventory by making tovisible- Proposal of the process model by whom engineered
method is taken- Plan comparison and designer of effect verification →sales performance
The developer's questionnaire evaluation

Approval【2-1】
Rough design
production

Breakdown【2-2】
Improvement
finality design

Mutualagreement【② design production stage 】【2-3】Between person in
chargeDesign evaluation【2-4】
DesignApprovalconference

Non-approval

Approval

5【2-5】
Finished design sending
manuscripts to a printing office

A lot ofreturnsexist

Approach
The first 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 second process: Decision of important evaluation item
The directionality of the design is examined according to thequantified axis.

The third process: Overall judgement
The problem of the design item with a low evaluation is quantified.

【② design production stage 】【 TRIZ application 】

The fourth process: Problem solution
It is easy to understand more than so far from using TRIZ
from making common & pattern of a past case and thesolution and the design production is possible.
① The evaluation item and the problem arequantified with AHP.
→② The problem is solved with TRIZ.

6

Case 1: Long Seller Set Commodity New Lineup Design
Evaluator: Old-timer skill designer【 procedure 】 【① design concept stage 】<1> Hearing by the skill designer who is achieving the sales budget in the past as for the evaluation item.
<2> The element that becomes the evaluation item of design is clarified and consolidated in nine.
<3> Weight it by skill designer about nine elements (priority level).

【② design production stage 】<4> Design production of charge designer at current year based on the above-mentioned.
<5> The design idea is evaluated agreeing among the developers.
<6> The item with a low evaluation and the occurring design problem are quantified, and the improvement item isdecided.
<7> The design problem with a low evaluation is solved and the improvement idea is produced.

Case 2: Food Package Design
Evaluator: Career developer (The effectiveness of a different occupational category is verified).

【 procedure 】 It does basically as well as the procedure of case 1.
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【① concept stage 】

d: Thesecondary use

c: accepted by
the manb: Japaneseelement

a: Differentiation
elements

Evaluation itemof design

Selection of design idea to be able toexpect sales plan number achievement

Idea
C
Idea
B
Idea
A

Evaluation
Criteria
PriorityWeita.
Differentiation
elementsb.
Japaneseelementesd.
The secndaryusec.
Accepted by
the man

1th

2nd

3rd

4th

0.590

0.238

0.123

0.049

→The most important design concept is“A: It decides it to the change feeling with another commodity”.
8

【① concept stage】
The most important design concept
a. It is a change feeling with another commodity, and the design production is done
according to the axis.

【① concept stage】 Demand of design that became clear"Five characters are taken to the layout. "→The contradiction problem that reproducibility deteriorates because the area thatcan be designed is small occurs.
【② design production stage】 The problem is solved by using TRIZ (design version
contradiction matrix and inventive principle).

9

【② design production stage】【design version TRIZ】 The parameter is classified into “48→21→11" and it consolidates it.

CHARACTERISTICS OF DESIGN
1 Shape of a design object

2 Harmful elements for design
3 Impact of design

4 Color5

10

Trend/Novelty

ORIGINAL CHARACTERISTICS←

Length of a stationary design object←

4

Length of a stationary object

Area of a stationary design object
Volume of a stationary design object
Shape of design object
Harmful elements for design
Design object Generated Side effects
Impact of design
Attractive

6
8
9
30
31
15
18
20

Area of a stationary object
Volume of a stationary object
Shape
Harmful Emissions
Other harmful effects gnerated by system
Force/TorquePower
Strength

Color

39

Aesthetics/appearance

18

Power

39
21
26
44
10
25
42
28
32
35

Aesthetics/appearance
Stability
Loss of time
Productivity
Amount of substance
Loss of substanceAccuracy of manufacturing
Loss of information
Adaotability/Connectability
Reliability

Trend/Novelty

6 Creation time/Schedule

Creation time
Schedule

7 Volume of design elements
8 Design elements
9 Quality of design
10 Persoicuity of design concept
11 ◎'s original design elements

Volume of design elements
Taste of design elements
Quality of design
Persoicuity of design concept◎'s original design elements【② design production stage 】
o
b
j
e
c
t

Design version TRIZ
【 contradiction matrix 】

1

2

It improves it.
To "Amount of the design component"and "Area"
Refer to the problem settlement planof a similar item.

11

3

4

1

2

3

4

a S
h
d a
e p
s e
i
g o
n f

d f e He o l as r e r
i
m m
g
e f
n
n u
t l
s

d o I
e f m
s
p
i
a
g
c
n
t

c
o
l
o
r

1 3 13 35 17 10 17 35 3 19 3 17 32 7 14
11 5 7 40 24 12 14 40 1 13 2 26 22 5 3515
37 9 12 28 6 30

Shape of a design object

Harmful elements for design

Impact of design

Color

5

Trend/Novelty

6

Creation time/Schedule

7

Volume of design elements

8

Design elements

9

Quality of design

17 14 4 13 24 3 1535 17 40 1 5 30 7

10 3 15 35 28 4
18 40 17 5

35 28 17 9 1 3 40 10 15 2 35 5 3
14 4 19 13 25 15 7 13 24 14 1 19
18 28 40 10
17 14 15 3 1 4 28 32 4 28 15 35 2
72
13

17 7 10 5 2
28 24

14 3 7 12 28
15 22 17

3 28 7 4 15 14
32 9 17 40 2

17 14 1 35 4 19 13 1 3 35 15 19
25 36 15 3 28 32 7 2
2 28 4 13

2 19 15 35 28
40 10 3 7 4 14
10 3 7 4 14 32
9 17 40
17 4 35 3 39 40 24 1 1 15 24 35 40 24 10 16 35 18
7 5 14 10 12 28 19 2 14 39 25 13 2 40 17 9 5 6 1 313
28 15 12 22
35 3 17 4 2 25 7 14 1 35 24 40 3 35 14 40 3 1912
14 17 917 28 24 10 5 30 4 3 13 2 24 35 3 14 15 9 28 25 3
39 35
1 15 1440
17 1 10 32 35 28 25 3 10 40 24 10 12 19 28 2 32
30 13
17 35 416 3 17 7 35

28 15 14 22

17 4 3 22 10
28 2 13 1
30 17 28 14

13 28 17 4
2 3 17 32 7

DESIGN PRINCIPLES【② design production stage】【design version inventive principle】→2 and 17 are applied.
【use inventive principle】→ 2. Separation and extraction
Taking out of "Unnecessary part or element"(removal and separation) of the design it.
→17. Another dimension
Let's make the design of the single-layer a
combination of multilayer by the hierarchy
and put out the depth and the depth.

1.Segmentation
2.Extration
3.Local quality
4.Asymmetry
5.Consolidation
6.Universality
7.Nesting(Matrioshka)
8.Counterweight
9.Prior Counteration
10.Prior Action
11.Cushion in Advance
12.Equipotentiality
13.Do it in Reverse
14.Spheroidality
15.Dynamicity
16.Partrical or Excessive Action
17.Transition Into a New Dimension
18.Continuity of Useful Action
19.Convert Harm into Benefit
20.Feedback
21.Mediator
22.Self Service
23.Copying
24.Flexible Films or Thin Membranes
25.Changing the Color
26.Homogeneity
27.Rejecting and Regenerating Parts
28.Transformation Properties
29.Inert Environment
30.Composite Materials

ORIGINAL PRINCIPLES← 1.Segmentation
2.Extration
3.Local quality
4.Asymmetry
5.Consolidation
6.Universality
7.Nesting(Matrioshka)
8.Counterweight
9.Prior Counteration
10.Prior Action
11.Cushion in Advance
12.Equipotentiality
13.Do it in Reverse
14.Spheroidality
15.Dynamicity
16.Partrical or Excessive Action
17.Transition Into a New Dimension

18.Merchanical Vibration
19.Periodic Action
20.Continuity of Useful Action
21.Rushing Through22.Convert Harm into Benefit
23.Feedback
24.Mediator
25.Self Service
26.Copying
27.Dispose
28.Replacement of Mechanical System

29.Pneumatic or Hydraulic System
30.Flexible Films or Thin Membranes

31.Porous Materials
32.Changing the Color
33.Homogeneity
34.Rejecting and Regenerating Parts

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35.Transformation Properties
36.Phase Transition
37.Thermal Expansion
38.Accelerated Oxidation
39.Inert Environment
40.Composite Materials

【② design production stage】- The design idea is abstract.

Demand of design:

Five characters are laid out.
【 design component 】･Five characters･Design indispensability element ofArea that can be
designed
From the size that can be printed.
It becomes small and the print collapsing
happens.

【② design production stage】- The design idea is abstract.

Demand of design:

Five characters are laid out.
【design component】･Five characters･Design indispensability element ofArea that can be
designed【use inventive principle】
2. Separation and extraction+ 17. Another dimension
Five The second layer: characters
The first layer: Requisite element
The first layer: Background【② design production stage】
The demand of the design was filled.
Color variation A, B and C idea from which it differentiated respectively weredone and production and the evaluation were done.

Evaluation
Criteria
PriorityWeita.
Differentiation
elementsb.
Japaneseelementesd.
The secndaryusec.
Accepted by
the man

1th

2nd

3rd

4th

A
B
C

0.590
0.411
0.063
0.116

0.238
0.172
0.017
0.048

0.123
0.081
0.010
0.032

0.049
0.034
0.006
0.009

0.441
0.178
0.379

Evaluation of A

1st

1st

1st

2nd

１ｓｔ

Total

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

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SalesPerformance- Because the specification and the condition are different from the commodity in the past, theverification of a comparison by the time series and statistical effectiveness assumes the sales
performance for impropriety.

Case 1:
Plan ratio D-1: 116%, D-2: 84%, and D-3: 157%

Case 2:
100% compared with plan
- 100% is not exceeded for a certain period only for the stock of sales.

Because the purchase layer had not become atransition of on schedule differing from anexisting commodity for D-2, it became Ram.
The amount was counterbalanced by D-3's
having exceeded the plan and achieved the plan
as a whole.

The manufacturer returned goods rate of the wound
and defective goods such as dirt is 0.4%.
Stockout of early stage of sales more than plan

→ Cases 1 and 2 and sales plan achievement
16Result of the Questionnaire【 question item 】
ⅰ. About the return of the design production work goods
ⅱ. About sharing the solution pattern of the design problem
ⅲ. About the foothold to provide designer's improving direction
ⅳ. Whether the understanding of this approach is possible at time thatthe load is not put on the current operation aboutⅴ. About mutual understanding of the word and the process with thedesigner17【 respondent 】(seven development persons in charge)
Executive job 1 (section chief of design group)
Executive job 2 (those who approve design)
Career-track job 1 (person in charge of brandmanagement)
Career-track job 2 (career-track job in charge of case 1)
Career-track job 3 (career-track job in charge of case 2)
Designer 1 (designer chief)
Designer 2 (designer in charge of cases 1 and 2)

Consideration
The evaluation item of the design and the individual's production intention were quantified, and making theevaluation item and the design problem solution process that led to the design improvement visible became
possible.

Future Tasks
1. About the ascertainment of a commodity for which the approach in the present
study is suitable and a commodity not so
2. About the consensus building of the evaluation of AHP
3. About the operation method in the business of design version TRIZ

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Reference Literature[1] Hiroshi Kubota, Tetsu Sera, Nobuo Tab, Kazuhiro Hukuhara, Yoshiumi Inoue, ”Making to Visible Changes
your Company - Theory and Practice of Making to Visible in Going up of Effect”, Japanese Standards
Association (2012)[2] Kazushiro Nakamoto, Kenta Ono, Makoto Watanabe, Kiyohito Yokouti, Shinji Watanabe: ”Proposal of
Method of Evaluating Interface Based on Agreement with Design Concept”, Japanese Society for the
Science of Design (2009)[3] Ikuo Yamada: ”Illustrative TRIZ”, Japanese Business Publisher (1999)[4] Tsukasa Shinohara “TRIZ is Applied to the Technological Opportunities of 50 a Year or More at
Samsung”, Nikkei Business (2001)[5] Amir Roggel, ”TRIZ Development at Intel Corporation”, Japan TRIZ Symposium (2008)[6] Setsuo Arita, Kazushi Tsuwako “Innovation Solution of Technological Opportunity by TRIZ TechniqueUse”, Japanese Standards Association: Standardization and Quality Control Vol. 66, No.2 (2013)[7] Mann, D. L., Dewulf, S., Zlotin, B., Zusman, A., ”Matrix 2003: Updating The TRIZ Contradiction Matrix”,
CREAX Press (2003)[8] William Lindwel “Design Rules Index Law of Design and New Centum”, BNN New Company (2000)[9] Hiroki Sato, Daiki Tanaka, Tsuyosi Homeno, Kouta Komukata: “Visual Feature Analysis of Product that
Uses Hierarchical Analysis Method”, Japanese Society for the Science of Design (2008)[10] Katsuo Inoue: ”Design and Sensibility”, Kai Bun Do (2005)
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