Beruflich Dokumente
Kultur Dokumente
Executive Summary
The product to be proposed in document is known as Solar-Venti and will be proposed to Covercraft Company that expertise in custom-fit vehicle covers. Solar-Venti is a Car shade with solar cell which powers three mini fans to cool the inner car environment. The target market for this product would be the drivers who parked their cars under the hot sun when they go for work or study. This product could help them in keeping the car cooler and saves their time in getting into the car and start driving. Solar- Venti will be competing against Easy-Fit from UPPAbaby and Collapsible Sunshade from AutoExpressions. In this document, the techniques used to generate quality ideas and the techniques used to evaluate the ideas feasibility will be recorded accordingly. Among the ideation technique, S.C.A.M.P.E.R, Mind mapping, Attribute listing, Concept Fan, Lotus blossom, and Force Fitting Trigger are the techniques used to generate idea for the product Solar-Venti. As for ideas evaluation, Force Field Analysis, Sticking Dots, and PlusMinus Interest Analysis (PMIA) are used to evaluate the feasibility of the product. The detail explanations regarding the product and the techniques used will be described in the document below.
Contents
Executive Summary ........................................................................................................ 1 1. Introduction .............................................................................................................. 4 1.1 1.2 2. Profile of the company ....................................................................................... 4 Objective Finding ............................................................................................... 4
Fact Finding ............................................................................................................. 5 2.1 2.2 Competitor Analysis ........................................................................................... 5 Market Segment Analysis .................................................................................. 7
2.2.1 Demographic ................................................................................................... 7 2.2.2 Geographic...................................................................................................... 7 2.2.3 Psychographic................................................................................................. 7 2.2.4 Behavioral ....................................................................................................... 7 3. Problem Finding ....................................................................................................... 8 3.1 3.2 4. Laddering Technique (combined with Lateral Thinking) ..................................... 8 Problem Statement ............................................................................................ 9
Idea Generation ..................................................................................................... 10 4.1 4.2 4.3 4.4 4.5 4.6 Concept Fan..................................................................................................... 10 Mind mapping................................................................................................... 11 SCAMPER ....................................................................................................... 12 Attribute Listing ................................................................................................ 13 2 Lotus Blossom.................................................................................................. 14 Force Fitting Trigger ......................................................................................... 16 UCTI Level 2 | Asia Pacific University College of Technology and Innovation
Product Description ................................................................................................ 21 Idea Evaluation ...................................................................................................... 24 6.1 6.2 6.3 Force Field Analysis (FFA) ............................................................................... 24 Sticking Dots (or Sticking Squares/Stars/Smiley) ** ......................................... 26 Plus-Minus-Interesting (PMI) Analysis** ........................................................... 27
7. 8.
9.
1.
Introduction
1.1 Profile of the company
Covercraft was founded in 1965, by Mr. Bob Lichtmann in Southern Californias San Fernando. Covercraft started manufacturing custom-patterned car covers with only two employees during 1965. Today, Covercraft has grown to a company with more than 400 employees and expanded into three manufacturing location. Today, Covercraft custom fit vehicle covers has more than 67000 patterns and continue to grow with new application daily. From time to time, Covercraft increase the variety of products from exterior to the interior protection of automobile. This includes windshield sunshade, pet travel items, and seat protectors. Covercraft has also earned the certificate to both TS16949:2002, a worldwide quality system standard, and ISO 14001, an environmental quality program which shows that their products are the top notch quality. (SuperCarCovers, 2010)
1.2
Objective Finding
In Malaysia, the weather is hot and most parking lots are not shaded. When the duration is long heat starts to build up within the car. Drivers tend to cover their car with windshield sun shade, but it doesnt fully prevent the heat from the scorching sun to penetrate the cars interior. So, Solar-Venti is the combination of sunshade with solar panel to power three small fans to provide airflow within the car and help to reduce interior temperature.
2.
2.1
Fact Finding
Competitor Analysis
It is important to analyze the current product that is similar with the to-be-released product so product penetration into the market can be done smoothly. The existing product that might threaten the sales of Solar-Venti would be the collapsible car shade and stretchable shade.
Figure 1
Source
from
http://www.autoexpressions.com/sun-and-window/collapsible-
shades/Basix/standard-jumbo This collapsible sunshade is able to block the sunlight and prevent direct exposure of sunlight into the car causing the interior of the car to be hot. This sun shade is collapsible for storage when not in use. The price should be approximate RM 20 RM 50.
Figure 3
Figure 2
Image source from http://www.uppababy.com/products/product.php?id=17 On the other hand, the stretchable sunshade from Uppababy is also a threat and competitor to Solar-Venti. Stretchable sunshade is able to reduce the sun rays from entering the car. It is also able to shrink into palm size when not in use. The cost of the stretchable sunshades is about RM 30 As for advantage, it has the stretchable function provide the flexibility of it to fit any shapes of windows. When not in use, the sunshade is small and handy to be carried around. The drawback of this shade it is limited in size as the mesh has a maximum effective size. Besides that this shade does not have heat protection as it is reducing only sun rays, and it is inefficient when to use them in the parking.
2.2
Market Segment Analysis is important to identify the scope of people that will use and benefits from this product. Market segment analysis can also help the organization push the products market by identifying the appropriate strategies to promote the product. Customer analysis can be divided into homogenous groups. Solar-Ventis market Segment analysis will be explained below 2.2.1 Demographic Solar-Venti is targeting the drivers that parked the cars under the hot sun for a long period of time especially the college student and office workers. 2.2.2 Geographic Solar-Venti is very much recommended in countries that are hot and having a good amount of sunlight to power the fans attached to Solar-Venti. Solar-Venti will be used frequently by those who parked their car in open air car park. For example, Malaysian drivers require this product as most car parks are open air car park. 2.2.3 Psychographic Solar-Venti is suitable for people who loves techies gadget with stylish design. The passion of consumer to try new products will allow Solar-Venti to have a stand in the market. 2.2.4 Behavioral Solar-Venti utilizes the renewable solar energy when user parked their car under the sun and it is environment friendly.
3.
Problem Finding
3.1 Laddering Technique (combined with Lateral Thinking)
Laddering technique is particularly helpful in eliciting goals and underlying values and therefore, possibly helps during early stages of user experience research (Micheal Hawley, 2009)
Car accesories
Air care
Interior Coverings
Organization
Foldable shades
Collapsible shades
Glare reduction
Decals
Tint film
Solar-Venti
3.2
Problem Statement
Most drivers are facing problem of heat trapped within their cars after hours of parking on the open air car park. The initial solution was using high density tinting to reduce the sun rays from entering the car, but due to security issues of some countries windshield and windows are only allow to be tinted at a certain percentage. As solution, people use sunshades to prevent sunlight exposure, but there is still some amount of heat trapped within the car because heat can still penetrate the car from the metal roof of the car. Therefore, Solar-Venti is introduced to provide a shield from sun rays to enter and also fans to circulate the airflow in the car in order to lower the car interior temperature.
4.
Idea Generation
4.1 Concept Fan
Concept fan is developed by Edward de Bono. It is a technique to discover alternative approaches to problem when all obvious solution is rejected. It develops principle of taking one step back to get a broader perspective. (Mind Tools, 2010)
Reflective UV Shield
Technology
Convenient
Thin solar film Solar Cell Combining sunshade with mini fans Environment Friendly
Multiple colour Stylish Design Design Storage Design Scenery pictures / Abstract drawing
10 Mini fans with clips
4.2
Mind mapping
Mind mapping is proposed by Tony Buzan in 1994 to help organize the thoughts on a specific theme (Nina Makofsky, 2010). It is used most of the time to create less hierarchical with more visual outline for the discussed topic.
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4.3
SCAMPER
SCAMPER is a checklist type creative thinking tool that helps people to think of changes they might make to an existing product to create a new one by Robert F. Eberle (Mind Tools, 2010). Every letter from S.C.A.M.P.E.R represents a separate word which allows further elaboration of ideas to be done.
Substitute What can be substitutes in the context of making this product better? Combine What can we combine to make something new to this product? Adapt What can we adapt to make something more suited to its task and environment Modify What can we change about the colour, shape, function, to add a new dimension? Put to other purposes What can we re-purpose and give to new uses? Eliminate What can we eliminate in the context to improve this product? Reverse / Rearrange What can we improve by rearranging the laid out? Solar-Venti substitutes the original foil surface on the car shade with plastic and solar thin film.
Solar-Venti combines both the traditional car shade with three mini fans to provide airflow and lower the temperature within the car. Solar-Venti adapt to sunshades purposes of preventing sunlight exposure by having default reflective foil, and bubble wrap. It also has fans to lower the temperature of the car. Solar-Venti is designed to be foldable so the user can easily keep them when not in use. Solar-Venti can be modify from car shades into picnic shades by adding legs support to it Solar-Venti can be used as an alternative for shades during picnic other than being used in the car. Eliminate the strap that use to tie the sunshade when not in use by introducing the clips of three fans to -
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4.4
Attribute Listing
Attribute listing is an idea generation tool introduced to help people examine all possible aspects of the problem by R. P Crawford, 2010. This can be done by breaking the problem into multiple attributes and see what the alternatives can be introduced in the listed attributes. (Morgan. M, 1993)
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4.5
Lotus Blossom
Lotus blossom was developed by Yasuo Matsumura. This technique helps users to diagrammatically organize the thinking around significant themes. (Michalko M, 2010)
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Plastic
Asbestos
Solar
A/C
Singapore
Australia
Malaysia
Materials
Paper
Battery
Japan
Country
China
Cloth
Bubble wrap
Wind
Brazil
German
France
Blue
Green
Silver
Material
Country
Mist spray
Red
Color
Black
Color
Features
Features
White
Fuchsia
Purple
Shape
Size
Mobility
Round
Square
Foldable
Toddlers
Small
Medium
Stretchable
Shape
Rectangle
Users
Size
Large
Pentagon
Triangle
Tiled
Lawyer
Lecturer
Stretchable
Extra Large
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4.6
Force fitting trigger is a technique that requires three different pictures and list out whichever topics or items that is related to the chosen pictures. The topics or ideas are filled in columns under each respective picture. Then from the listed items, propose sensible combinations and jot them down as brand new ideas.
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Mist Cool Breeze Theme park Arcade Hotel Vacation Casino Windy
Car Shade Radio Air conditioner Engine Travelling Racing Steering Bumper
Solar cell Power generator Renewable energy Environment Friendly Malleable Thin Low cost
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4.7
Attribute Listing
Able to identify core attributes of products and further improve by using alternatives
S.C.A.M.P.E.R
S.C.A.M.P.E.R provides clear guideline on generate new ideas S.C.A.M.P.E.R encourage ideas to be generated on existing product
Not all phrase or guidelines can be used. Ideas generation are limited to S.C.A.M.P.E.R guidelines
Concept Fan
Concept fan is a tool that systematically expands the range and number of concept in order to
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Lotus Blossom
Lotus blossoms allows the expand of ideas from one main topic to many subtopic, and for each subtopic relevant attributes or items can be listed and further expanded to generate more ideas Any combinations of pictures attributes will provide ideas in making new products
Some external petals of lotus blossom might not be able to bloom with sufficient attribute
Some of the combination may not be feasible Pictures may have only limited attributes.
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5.
Product Description
Sun shade
Mini Fans
Figure 4 the View from interior of car when the shade is placed.
Mini Fan
Sun Shade 21
Figure 5 Top view of unfolded sunshade
Fan Clip
22
This is the product to be proposed to Covercraft. Co .This is a sun shade which combines the solar thin film with the traditional bubble wrap sun shade to power 3 fans that can provide airflow within the car. This product is recommended to individuals who parked their cars under the hot sun. The main concept of this product is to provide air flow to the interior of the car and reduce the temperature. There are some times where the sun is absence to power the fan, but when the sun is not up that means the car does not require air flow to keep it cool since it doesnt build up heat without the sun. The sunshade will have 5 layers: a) The first layer will be thin plastic film to protect the solar film. b) Second layer will be thin solar film (Refer to appendix A) c) Third layer will be UV coating. (Refer to appendix B) d) Fourth layer will be the bubble wrap. e) Fifth layer will be reflective foil with graphical design. The usage of this product is rather easy, users have to first unfold the sun shade and place it on the windshield. Then, clip the fans onto the rear mirror and the glaring shade. It is recommended that the user open their window slightly to maximize airflow and increase efficiency of cooling the car. The proposed price for this product would be around RM 80 to RM 100. 23
6.
Idea Evaluation
6.1 Force Field Analysis (FFA)
Kurt Lewin developed force field analysis to analyze the idea by identifying the driving factors and restricting factors of a product. Scores are assigned from 1 to 5 depending on how powerful will the factors affect the product (5 highest). Then recommendations are made to minimize restraining factors.
Driving Forces Restraining Forces
Environment Friendly
Price
Stylish Design
Solar Venti : Car Sunshade with Mini Fans.
Provide airflow
Heat reflective
New to market
Total= 11
Total= 12
24 Recommendations UCTI Level 2 | Asia Pacific University College of Technology and Innovation
Environment Friendly
Price
Stylish Design
Solar Venti : Car Sunshade with Mini Fans.
Provide airflow
Heat reflective
New to market
Total= 15
Total= 8
As compared to the previous net total, the score of driving forces increases and the net total increased from -1 to +7 which indicate the product is feasible after the improvement. 25
6.2
Sticking dots is a voting technique that allows users to rate on the idea displayed on board. Stars are allocated according to how much the particular attribute is preferred.
Features 01 02 03 04 05 06 07 Price Storage Features Environment friendly Design Unique Technology Normal Sunshade Solar-Venti
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6.3
PMIA is to compare the positive and the negative score upon the product. Scores are assigned from 1 to 5 depending on the impact of attributes (5 as Highest).
Plus (+) Affordable (+2) Heat Reflective (+4) Environment Friendly (+2) Helps regulates car interior temperature (+3) Increase efficiency of cooling the car (+3) Cool Design (+4) Total = 18
Minus (-) New to market (-3) Dusty when need to open window (-5) Stretchable (-4)
Total = 12
Total = 8
Net total (18+8 -12 = 14) PMI result above shows that the product is feasible for considerable profit margin.
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7.
References
Colenso M, 2009 How Solar-powered Sunglasses Work [Online] available from http://science.howstuffworks.com/solar-powered-sunglasses1.htm [Accessed on 18 May 2010] Crow M.L, 2010, BRIDGING ANALYTICAL THINKING TO CREATIVITY, [Online], available from http://www.ntlf.com/html/lib/suppmat/crow.pdf [Accessed 8 May 2010] Harris W, 2008 How Thin-film Solar Cells Work [Online] available from http://science.howstuffworks.com/thin-film-solar-cell2.htm [Accessed on 18 May 2010] Hawley. M, 2009 Laddering: A Research Interview Technique for Uncovering Core Values [Online] available from http://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interviewtechnique-for-uncovering-core-values.php [Accessed on 19 May 2010] Makofsy. N, 2010 Definition of Mind Mapping [Online] available from http://www.ehow.com/about_5048434_definition-mind-mapping.html [Accessed on 19 May 2010] Michalko. M, 2010 Lotus Blossom Approach [Online] available from http://www.creativethinking.net/DT06_LotusBlossomApproach.htm?Entry=Good [Accessed on 21 May 2010] Mind Tools, 2010 SCAMPER, [Online] available from http://www.mindtools.com/pages/article/newCT_02.htm [Accessed on 16 May 2010] Mind Tools, 2010 Concept Fan, [Online] available from http://www.mindtools.com/pages/article/newCT_06.htm [Accessed on 17 May 2010] 28
http://members.optusnet.com.au/~charles57/Creative/Techniques/attributes.htm [Accessed 25 May 2010] Mycoted, 2006 myCoted Creativity and Innovation: Science &Technology. [Online] available from http://www.mycoted.com/Concept_Fan [Accessed 29 May 2010] Passuello, L 2008 Creative Problem Solving with SCAMPER. [Online] available from from http://litemind.com/scamper/ [Accessed 30 May 2010] SuperCarCovers, 2010 About Covercraft, [Online] available from http://www.supercarcovers.com/covercraft/ [Accessed on 20 May 2010] Tyson. J, 2000 How Sunglasses Work, [Online] available from http://science.howstuffworks.com/sunglass8.htm [Accessed on 18 May 2010]
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8.
Appendix
Appendix A
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Appendix B
Dye-sensitized Solar Cells Two designers have come up with some conceptual shades that generate power. Dye-sensitized solar cell (DSC) technology, also called Grtzel cells, were first introduced in 1991 by Michael Grtzel, a chemist at the Swiss Federal Institute of Technology, Lausanne, and his colleagues. There have been a few iterations of DSC technology, and the latest type of solar cell belongs to a new age of thin-film photovoltaic devices. They are engineered in layers: a photosensitive layer made of ultrathin, nano-sized semiconductor crystals over a thin layer of titanium dioxide. When photons (from sunlight) hit the photosensitive layer, the freed electrons accumulate on the layer of titanium dioxide and create an electrical current. Previously, a liquid electrolyte was needed to carry the electrons from one layer to another but in the newest generation of Grtzel cells, a dye made of amorphous organic material is used to coat the titanium dioxide -- the dye absorbs light and attracts excited electrons, which generates a charge. The results are cells that can be used to create low-cost, lightweight, transparent and flexible sheets or dye that could be used to coat glass, such as the windows of your house to supply energy to your home. Or it could be used to coat the lenses of sunglasses and provide power to small-device batteries. DSC technology is highly efficient compared to other forms of solar cells, producing efficiencies greater than 11 percent -- meaning that 11 percent of the captured solar energy is converted to electrical energy -- rather than 4 to 5 percent [source: ScienceDaily]. But in small applications, such as in sunglasses, there could be one potential problem: Solar cells need to be facing the sun to absorb rays. How often do you stare into the sun?
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Appendix C
Structure of Thin-film Solar Cells Because structure and function are so closely linked with solar cells, let's take a moment to review how they work. The basic science behind thin-film solar cells is the same as traditional silicon-wafer cells. Photovoltaic cells rely on substances known as semiconductors. Semiconductors are insulators in their pure form, but are able to conduct electricity when heated or combined with other materials. A semiconductor mixed, or "doped," with phosphorous develops an excess of free electrons. This is known as an n-type semiconductor. A semiconductor doped with other materials, such as boron, develops an excess of "holes," spaces that accept electrons. This is known as a p-type semiconductor. A PV cell joins n-type and p-type materials, with a layer in between known as a junction. Even in the absence of light, a small number of electrons move across the junction from the n-type to the p-type semiconductor, producing a small voltage. In the presence of light, photons dislodge a large number of electrons, which flow across the junction to create a current. This current can be used to power electrical devices, from light bulbs to cell phone chargers. Traditional solar cells use silicon in the n-type and p-type layers. The newest generation of thin-film solar cells uses thin layers of either cadmium telluride (CdTe) or copper indium gallium deselenide (CIGS) instead. One company, Nanosolar, based in San Jose, Calif., has developed a way to make the CIGS material as an ink containing nanoparticles. A nanoparticle is a particle with at least one dimension less than 100 nanometers (one-billionth of a meter, or 1/1,000,000,000 m). Existing as nanoparticles, the four elements self-assemble in a uniform distribution, ensuring that the atomic ratio of the elements is always correct. 32
But how does the efficiency of thin-film solar cells compare to traditional cells? The theoretical maximum for silicon-wafer cells is about 50 percent efficiency, meaning that half of the energy striking the cell gets converted into electricity. In reality, silicon-wafer cells achieve, on average, 15 to 25 percent efficiency. Thin-film solar cells are finally becoming competitive. The efficiency of CdTe solar cells has reached just more than 15 percent, and CIGS solar cells have reached 20 percent efficiency. There are health concerns with the use of cadmium in thin-film solar cells. Cadmium is a highly toxic substance that, like mercury, can accumulate in food chains. This is a blemish on any technology that fancies itself part of the green revolution. The National Renewable Energy Laboratory and several other agencies and companies are currently investigating cadmium-free thin-film solar cells. Many of these technologies are proving themselves to be just as efficient as those that require cadmium. 33
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