Improving new product development innovation effectiveness by using problem solving tools during the conceptual development phase: Integrating Design Thinking and TRIZ

Abstract

The objective of this research is to improve innovation effectiveness during new product development (NPD) processes in industry by using problem-solving techniques during the conceptual development phase. The concept phase of physical NPDs is widely recognized in the literature as the time when the target market is identified, alternative product concepts are created and evaluated for further development and testing, also called the "fuzzy front end" or "discovery stage". Design Thinking (DT) and TRIZ were the chosen problem-solving techniques to support this stage because of their complementariness. While DT is most recognized as an approach that drives project teams toward the end-users, TRIZ has its main strength during idea generation and selection processes where it has a robust set of analytical tools to drive NPD teams to a final product concept. After conducting a literature review to understand the strengths and limitations of both techniques, a framework is proposed by integrating them into the conceptual development phase of an industrial NPD process. The proposed framework is then tested and validated after being applied successfully in an NPD process in the automotive industry. The automotive industry is a good example of an incremental type of industry when designing its components for new vehicle models, and is therefore a very appropriate laboratory for validating the proposed framework.

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“…It does not stipulate other elements necessary for scaffolding innovation, such as the environment and prior skills. It has been used either together with other models to guide the design process (e.g., Da Silva et al, 2020 ) or independently (e.g., Yalçin and Erden, 2021 ). Yalçin and Erden ( 2021 ) implemented the EDPIT model in a pre-school STEM program and engaged the children in a series of design activities, for example, designing a prototype that would help them climb high.…”

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“…3. Solution Concept Synthesis phase: In the third phase, the designer applies different TRIZ tools to solve physical and technical contradictions [14,15]. 4.…”

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“…More industries were keen to manufacture their products and improve their processes through the extensive use of effective imagination, testing certain possibilities and follow their intuition [17]. By using DT, more good outcomes were obtained especially when the engineers deal with certain complex and vague problems that cannot be solved through conventional methods [18]. They solve their problems by comprehending the process and observe the problem directly.…”

“…The general process of DT consists of the diamond approach to divergent and convergent thinking steps. The phase of divergent contains the exploration of user needs and empathy building, and the phase of convergent comprehend the solution generation [18]. Throughout the exploration and solution generation phases, lots of creative tools can be utilized to produce solutions.…”

“…2 by circles 1, 2, and 6. The other steps, such as the ones represented by circles 3, 4, and 5, are carried out most of the time in the industry with minimum end-user interaction [18].…”