DR. FAIRUZ I.

ROMLI SEMESTER 1 2012/2013

Once the product requirements have been clearly defined i.e. with the help of QFD
Start the exploration of possible alternative concepts for the product

Morphological Matrix or Chart

Name pertaining to the study of an organized system or form To identify possible new technological combinations for a system or as a spur to creativity It is of prime importance that the specifications have been well-established prior to this activity
Parameters to be studied can be those established from QFD

Origin
Defined by Fritz Zwicky an American astrophysician in 1942-43 Invented to look for new military means of jet propulsion Can be effectively applied to:
New product development Services Patents

Break down a system, product or process into the essential sub-concepts

Each concept represents a dimension in a multidimensional matrix

Assumption: every product is a bundle of attributes Potential new ideas or innovation by searching through the combination of attributes that do not yet exist
No specific guidelines for combining the parameters tend to provide a large number of ideas Eliminate incompatible combinations

Advantages:
Help to discover new or revolutionary relationships or configurations that might not be so obvious or might be overlooked by other less structured methods Encourage the identification and investigation of boundary conditions
Range of values for the considered parameters

Richness of data provide a multitude of combinations permutations not yet explored Systematic analysis of future structure of an industry (or system) and identification of key gaps
Why certain combinations not possible? Missing technologies?

A proven ideation method that leads to organized invention

A systematic analysis of the current and future structure of an industry area (or domain) as well as key gaps in that structure A strong stimulus for the invention of new alternatives that fill these gaps and meet any imposed requirements

A method for identifying and investigating the total set of possible relationships contained in any given, multi-dimensional problem complex that can be parameterized
Reducing the complex problems into manageable subproblems

Steps or procedure
Decompose the existing system or product into essential design parameters Brainstorm on all possible ways the parameters can be satisfied or implemented Research further on the list to capture the essence of each alternative Examine the matrix for possible new permutations of the design

Get into your group and create the Morphological Matrix for your selected product Discuss one discarded solution that you derived from the matrix Select the top three most potential solutions and why you select them? Prepare a 10-minute presentation for the next class