TU Delft
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2015/2016 Industrial Design Engineering Master Integrated Product Design
Advanced Concept Design
ECTS: 21
Responsible Instructor
Name E-mail
Dr.ir. A. Albayrak    A.Albayrak@tudelft.nl
Contact Hours / Week x/x/x/x
Education Period
Start Education
Exam Period
Course Language
Course Contents
The course Advanced Concept Design (ACD) focuses on the conceptualization phase of the product design process in a real design project with a company. The course begins with a design challenge, co-created by the experts and the company, and finishes with a product concept, which is elaborated in a sense of usability, aesthetical quality/value, technical working principles & materialization and its cultural & societal impact. In order to cover all these aspects, the ACD course is built around different disciplines (area of expertise) featuring research to create opportunities for innovation with a strong applied focus on the Concept Design Project (CDP). The different areas of expertise involved in this course are:

• Applied Ergonomics Exploration (AEE)
• Design, Culture & Society (DCS)
• Cyber-Physical Systems (CPS)
• Product Communication and Presentation (PCP)

In these different areas of expertise, students will acquire specialized theoretical knowledge through lectures, assignments and workshops. Scheduled feedback moments include expert meetings and tests, to assess the competencies of the students in these areas. Further, it is expected that the students will apply the skills and knowledge gained in these areas in the Concept Design Project, which is the carrier of the course.

Concept Design Project (CDP)

The first period a design team existing of 5-6 students starts with deduction of the design challenge, exploring the company and performing design related research within the scope of the design challenge concerning the different areas of expertise. Students search for the so-called innovative concept drivers and therefore have to weigh and prioritize the collected information. This structuring process gives the students new insights about user needs, cultural & societal experience, and potential emerging technologies. This period will be finished with a personal design vision including the answers on what to design, for whom, and for which future scenario.

The second period is dedicated to translating this personal design vision into a feasible concept. The conceptualization process will encourage students to strive for innovative usage, a strong product identity, feasibility in terms of applied emerging technologies, and estimated economic benefit. There will also be several moments during CDP when domain related simulation techniques are implemented in the project in order to evaluate and elaborate preliminary and final design concepts. In this period, students will work individually.

Applied Ergonomics Exploration (AEE)

During the first period of AEE, an overview of state of the art of research methods as supportive tools in ergonomic product design will be presented in capita selecta, which covers the gathering of user-, usage- and contextual data and their analysis. Academic experts and guest speakers from industry will pass on this theoretical and practice based knowledge as well as experience to the students. Students have to prove their ability to adequately select and apply these methods such as user observation, interviews and questionnaires, for the benefit of the CDP’s design challenge. This way, user insights and preferences in terms of (dis)comfort, safety, usability and experience will be identified and provide inspiration and essential knowledge for the ongoing CDP. At several moments throughout the second period of this design project, conceptual stimuli – like, sketches, scenarios, models, concepts or prototypes, will be evaluated by the intended user. These user evaluations add greatly to the development of design concepts and elaboration of the final concept design.
In addition, user representation tools such as expert appraisals, anthropometric databases and creation of cognitive models will be applied in this second period.
Course Contents Continuation
Design, Culture & Society (DCS)

In this area of expertise, theory and methods will be offered concerning the role products (can) play in shaping society and vice versa. Design, Culture and Society focusses on cultural studies (material culture, design history and cultural anthropology) and philosophy of technology, explaining and predicting the impact of products on behavior and society, and aligning products to cultural and social practices and processes. Furthermore, awareness will be created about the importance of product’s design concepts and the impact of their visual appearance. The study goals are divided in three topics; eye-opener, understanding and doing.

Cyber-Physical Systems (CPS)

Future product-service combinations will be implemented on the basis of cyber-physical systems that enable collaborative problem solving, autonomous decision making, adaptive operation considering the user’s needs, situational awareness and context sensitivity. CPS will give an introduction to emerging technologies of smart and ubiquitous computing, smart materials, micro-robotics that enables designing product-service combinations as complex, dynamic systems. CPS will focus on methodological approaches to explore and analyze current and emerging technologies, idea generation and innovation with smart and ubiquitous components and modeling of system concepts. Students will get an insight into the main components of cyber-physical systems (e.g. sensors, actuators, networking and communication technologies, smart materials) and learn about the fundamentals of system smartness.

Product Communication and Presentation (PCP)

Visual communication means understanding visual language and having knowledge of visual perception and communication. In PCP, professional communication and presentation skills will be introduced as an essential part of the daily practice of product design. As presentation techniques and portfolio work become increasingly important to designers who want to standout and stay competitive, students will acquire this understanding of visual information. This is offered not only through a theoretical approach, but also by working on practical exercises aimed at an understanding of the theory. At the same time, students will improve their drawing skills through the use of new media. With topics derived from daily practice in design studios, students will perform exercises in quick sketching techniques concerning: communication, problem-solving, conceptualization, presentation and portfolio design work. Finally, making a personal portfolio will imply the use of visualization software (e.g. Photoshop, Illustrator and Indesign) and digital photography.
Study Goals
After completing the course Advanced Concept Design the students will be able:

Concept Design Project (CDP)

1.1 to define a design vision based on the insights coming from design related research in different areas of expertise
1.2 to integrate the knowledge and skills gained in the different area of expertise into conceptual design
1.3 to apply and improve their project management skills in terms of; teamwork, communication, time management/planning, consulting people, presentation

Applied Ergonomics Exploration (AEE)

2.1 to identify insights of the user, usage and context with respect to (perceived) (dis)comfort, safety, usability and experience by selecting and performing appropriate explorative research in view of the design challenges at issue
2.2 to perform hands-on activities as part of the research like recruiting target group specific subjects, building useful simulation hardware as sketches and 2D or 3D prototypes (physical and/or virtual), and scientifically reporting the investigation’s set-up, execution and findings
2.3 to evaluate and elaborate generated concepts by means of user research at several moments throughout the Concept Design Project

Design, Culture & Society (DCS)

3.1 to indicate and create awareness about the importance of culture for the development of a vision and of concepts - Eye-Opening
3.2 to perform a cultural design study: to analyze cultural processes in the context of a design project - Understand
3.3 to evaluate findings from a cultural study and to translate them into opportunities for the development of a design vision and concepts - Doing

Cyber-Physical Systems (CPS)

4.1 to analyze and synthesize complex multi-technological and multi-functional product-service combinations
4.2 to apply methods of technology analysis, design principles of system conceptualization and methods of system modeling
4.3 to prototype and test smart and ubiquitous systems

Product Communication and Presentation (PCP)

5.1 to develop skills in order to express and communicate thoughts in design by making appropriate design sketches and/or drawings
5.2 to enhance ability to present designs in visualizations, using efficient traditional and more advanced digital media (Photoshop, context pictures e.g.)
5.3 to gain skills and capability for constructing a personal, visual portfolio, which states vision and ambition regarding outlook of future professional career
Education Method
Both, individual and group work are required in the course Advanced Concept Design. The educational format depending on the area of expertise consists of:

• Lectures/ Tutorials
• Exercises/ Workshops
• Q&A Sessions / Forum
• Tutorial Assignment(s)
• Project Work

Students interface with the respective experts of the areas with regard to their corresponding topics in the context of all educational activities. For the project work, students form teams, each of which is assigned to a coach. During project development, experts are available for specialized questions concerning their individual area. During the semester, there will be weekly Product Communication and Presentation classes.

Literature and Study Materials
To be announced.
The assessment of the course Advanced Concept Design is based on the quality of oral and written deliverables from the different areas of expertise and the project. Students are individually assessed as competent (i.e. through skill-test, essay, etc.) in each area of expertise. Further details will be announced via the Blackboard website.
Enrolment / Application
A mandatory application for all courses (mandatory and electives courses) shall be made via the electronic applications system Osiris in the period that Osiris there to is opened. This period closes about 5 calendar weeks prior to the first day of the semester in which the programme starts; the faculty announces the exact deadline for application timely. The application for courses has to take place per semester, meaning for courses of 2 quarters at once.

See http://www.io.tudelft.nl/osiris for deadlines and details.

Special Information
ACD Course coordinator
Dr.ir. Armagan Albayrak
Room C-3-180, phone 81932
E-mail: A.Albayrak@tudelft.nl

Involved experts;

Ir. Marijke Dekker - Applied Ergonomics Exploration (AEE)
Ir. Annemiek van Boeijen -Design, Culture & Society (DCS)
Dr. Eliab Opiyo -Cyber-Physical Systems (CPS)
Jan Willem Hoftijzer - Product Communication and Presentation (PCP)