Creativity and Innovation

Creativity and Innovation 2013

CREATIVITY AND INNOVATION

BM006-3-2-CRI

INDIVIDUAL ASSIGNMENT

NAME: HUSSEIN SAID SEIF AL-WAHAIBI

LECTURER: DEVIKA A/P NADARAJAH

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Executive Summary

This project is a coursework for the module Creativity and Innovation (CRI). The objective

of this assignment as the Product Development Manager of Philips is to introduce a new

product to sustain the competitive position of our company in the market place.

In the documentation of this report, a reader will find the techniques of fact finding and

defining problems for the purpose of establishing the framework for idea generation. This

report also includes the use of the creative tools and techniques in idea generation.

Nevertheless, the author of this report will also focus on the evaluation of ideas and making

comparison against available alternatives.

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Contents

Executive Summary...............................................................................................................................2

Part I: Problem Statement, Competitor Analysis and Objective Statement............................................5

Problem Statement.............................................................................................................................5

Competitor Analysis..........................................................................................................................5

Objective...........................................................................................................................................6

Part II: Idea Generation.........................................................................................................................6

Mind Mapping...................................................................................................................................6

Introduction...................................................................................................................................6

Illustration.....................................................................................................................................6

Outcomes.......................................................................................................................................7

Evaluation......................................................................................................................................7

Concept fan.......................................................................................................................................8

Introduction...................................................................................................................................8

Illustration.....................................................................................................................................8

Outcomes.......................................................................................................................................8

Evaluation......................................................................................................................................8

Scamper.............................................................................................................................................9

Introduction...................................................................................................................................9

Illustration.....................................................................................................................................9

Outcomes.....................................................................................................................................10

Evaluation....................................................................................................................................10

Part III: Product description.................................................................................................................10

Opening...........................................................................................................................................10

Availability for purchase.................................................................................................................11

Features...........................................................................................................................................11

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Function...........................................................................................................................................12

Frequency of usage..........................................................................................................................13

Price.................................................................................................................................................13

Technologies...................................................................................................................................13

Part IV: Market Identification..............................................................................................................14

Gender.............................................................................................................................................14

Age Group.......................................................................................................................................14

Purchasing power............................................................................................................................14

Occupation......................................................................................................................................14

Part V: Idea Evaluation........................................................................................................................14

Force Field Analysis........................................................................................................................14

Maximising supporting factors....................................................................................................16

Minimising restricting factors......................................................................................................16

Conclusion...................................................................................................................................16

Conclusion...........................................................................................................................................18

References...........................................................................................................................................19

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Part I: Problem Statement, Competitor Analysis and Objective Statement

Problem Statement

Human beings tend to forget things. It is a widely common phenomenon that people misplace

their keys most of the time and waste a lot of time trying to find and locate them. They even

wish that they could at least call their keys so that they can make sound and find the place

where it may be hidden.

Competitor Analysis

Bringing this product to the market, the company faces competition from Hone and Hipkey.

Both of these are smart key-chains which prevent someone from loosing and misplacing their

keys by sounding an alarm on a special circumstance.

Hipkey Hone

General Overview Hipkey is a device which is

connected to keys as a keychain

and an iphone via Bluetooth. Both

hipkey and the iphone sound an

alarm whenever they are

separated at a particular distance.

The hipkey is synchronised to a

special app in the iphone.

Hone is a Bluetooth enabled

smart keychain made in the U.S.A

that helps find keys attached to it

by using iphone 4s. The hone is

synchronised to a special app in

the iphone.

Uniqueness -Works both ways, can be used to

find the iphone or iphone can

used to find the keys.

-Works automatically whenever

the separation distance hits.

-The phone app supports multiple

hones, so it can be connected to

multiple objects with different

hones.

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-Has 4 different modes; find

mode, alarm mode, child mode

and motion mode (anti theft

mode).

Limitation -It is only supported by iphone.

-Hipkey is very expensive. Costs

around RM270 (USD 90).

-Can only be used to find keys

using your phone, so if you lost

both the phone and the key, it

means you cannot find either.

-It is only supported by iphone 4s.

-Hone is only available in the

U.S.A

-It is very expensive, costs around

RM150 (USD 50).

Technology -Bluetooth 4.0

-Battery

-Bluetooth 4.0

-Battery

Objective

The objective of this project/innovation is to come up with a product that will solve the

problem of misplacing and losing keys by locating it using a special device that acts as a

keychain/key holder. The user of this product should be able to use it by more than just a

phone, that means a user can only use their hands to clap or lips to whistle to find the keys.

Nevertheless, the ability of using mobile phone apps to locate the keys shall be maintained

and by widening the variety of platforms supporting the product (forexample; Android,

windows mobile etc.) and most of all, a cheap affordable smart keychain.

Part II: Idea Generation

The idea of this product was brought up by using the following tools of Idea generation:

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Mind Mapping

Introduction

A mind map is graphical way to represent ideas and concepts. It is a tool that is used through visual

thinking and it helps structuring information into a better a way of analysis, comprehension and helps

to synthesise, recall and generate ideas.

Illustration

Fig 1. Mind Map diagram.

Outcomes

Outcome 1: Plastic, 20 meters, Analog sound sensor, Solar-power.

Outcome 2: Aluminium, Bluetooth, 100 meters, Battery.

Outcome 3: Steel, Infrared, 50 meters, Battery.

Evaluation

From the above combinations described in three different outcomes, outcome number 1 is the

best combination of the three. The keychain should be of plastic material which will include

an analog sound sensor (receiver), working within 20 meters and powered by Solar energy.

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Advantages and Disadvantages of Mind Mapping technique

Advantages Disadvantages

Mind maps let a reader immediately

know what the map is about as the

subject almost pops out of the centre

of the page. For example; Smart

Keychain was in the middle of the

map, it gives a clear picture of what

the idea is all about.

Mind maps inhibit idea production

since it is not suitable for chaotic

form of creative idea production. It

provides a structured way of

recording information and can refrain

someone from combining ideas. For

example, from the above idea

generation, it would be better if

Bluetooth technology and analog

sound sensor technology were all

taken into one combination.

Mind maps show hierarchical

importance in a glimpse. Its structure

of the branches shows a reader and

the creator of the map the various

relations between several pieces of

information.

Sometimes, mind maps provide self

explanatory presentation of

information. Only participants who

took part of the creation of the mind

map can see and understand the map,

but it’s rare.

A mind map gives the creator or the

idea generator a whole view of their

idea which enables them to rethink

about several connection possibilities.

It is easy to use as all the information

is on one piece of paper. One cannot

get out of context so easily.

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Concept fan

Introduction

Concept fan is an elaborative tool (technique) which works by seeking alternatives by means

of concepts. It constitutes a series of fix points whereby each of them are basis for a

subsequent seeking.

Illustration

Fig 2. Concept fan diagram.

Outcomes

Outcome 1: Smart Keychain, Functionality, Analog sound, able to specify sounds.

Outcome 2: Smart Keychain, Functionality, Apps, broad variety of platforms.

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Outcome 3: Smart Keychain. Energy Source, Solar Power, Use solar energy as the source of

power.

Evaluation

From the above combinations described in three different outcomes, outcome number 1 is the

best combination of the three although the other outcomes can be used in combination with

the chosen outcome.

Advantages and Disadvantages of Concept fan technique


Concept fan lets the emergence of a

lot of new fix points and ideas since it

is a very systematic method which

proceeds step-by-step.

Sometimes this technique let the

emergence of ideas which may be

useful but not innovative.

Sometimes it inhibits innovation and

idea generation because it gives a

limited combination of ideas. For

example, from the above concept fan,

some ideas would be useful if they

were combined in different concepts.

Scamper

Introduction

Scamper is an idea generation tool which helps to generate ideas for new products and

services by encouraging individual to think on how they could improve an existing one. It

uses a set of directed questions which someone has to answer about their product

improvement so that they can come up with some new ideas.

Illustration

Substitute Substitute an energy source from the existing smart key-

chains. Use solar power instead of battery.

Substitute material from plastic to other material like steel,

aluminium or rubber.

Combine Combine technologies. Combine the existing Bluetooth

technology together with analog sound sensor. Use these

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technologies individually but make them both available in

the product.

Combine materials, plastic material along with rubber coat

on the sides or on top.

Adapt

Modify Modify to enable more mobile platforms to support the

functionality of the product. More mobile platforms like

android, windows mobile etc. for apps functionality.

Modify by adding crystal components on the outer

material of the product to make more attractive.

Modify/Change design into simple and attractive model.

Put to another use

Eliminate Eliminate and reduce complex functions like child mode

and motion mode to reduce price and make it cheaper.

Elimination of unnecessary function will also make it

durable in terms of energy. Hence, energy saving

mechanism.

Rearrange and Reverse

Outcomes

Outcome 1: substitute material, combine technologies, add crystals, eliminate complex functions.

Outcome 2: substitute energy source, combine material, modify design, eliminate complex functions.

Outcome 3: substitute energy source, combine technologies, enable more platforms, eliminate,

complex functions.

Evaluation

From the above outcomes, outcome number 3 is the best combination to be used in the

development of the new product. Substitution of the energy source from battery to solar

power, combination of technologies; Bluetooth technology along with analog sound sensor,

enabling different more mobile platforms to support the functionality of the device and

eliminating unnecessary complex functions will do just fine to the new product.

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Advantages and disadvantages of Scamper technique


Easy generation of new ideas; this

tool helps individual or a team to

generate new ideas by just evaluating

an existing one.

Scamper requires a correct

environment for it to be proven

effective. It needs an environment

that truly influences creativity and not

otherwise, or it won’t be as much as

effective.

This tool also encourages creativity. It

is difficult to come up with ideas if

one is not provided much of creative

influence, hence, by evaluating

existing ideas it inspires to come up

with more ideas.

Part III: Product description

Opening

You’re trying to locate your keys which you don’t really know where you’ve kept them. They

are beneath the sofa at the sitting room but you don’t know that. You keep saying, at least if it

was my phone that I’m trying to locate here, I would just call my number using someone

else’s phone.

Smart Keychain is a device which acts as a key holder used to avoid misplacement and losing

of keys. This device sounds an alarm when the owner of the keys claps their hands or whistle

by lips when they are trying to find (locate) their misplaced keys. This device also works with

a mobile phone application by using Bluetooth technology.

Availability for purchase

Philips Smart Keychain will be available globally. This product is going to be made available

for purchase world-wide. The sell of this product won’t focus on a specific region but in a

global market.

Unlike our competitors, our product will be available around the world and not just in the

U.S.A.

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Features

The Philips Smart Keychain is a plastic key holder covered by rubber on top of it. At the

middle of the keychain lies a silicon plate which is connected to the internal components. The

silicon plate is used to trap solar energy for power supply. On top of the key is where

speakers can be found for alarm sounding. On the top side as well, it’s found a very small

built in microphone for trapping sound into the device. Below, lights are located which light

as a decoration and an additional feature whereby they light up when alarm is sounding. The

light can also be used as a flash light.

The Keychain comes in various colours to cater different customers’ attraction.

TOP AND SIDE VIEW

Fig3. Top view of Philips Smart Keychain.

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BOTTOM VIEW

Fig4. Bottom view of the Smart Keychain.

Function

Smart Keychain functions as follows:

It sounds an alarm whenever a person claps or whistles using their lips. It can be able

to sense the sound of the clap within 5 meters radius. The device uses analog sound

sensor to sense the clap or the whistle.

The device is able to distinguish between a clap, a whistle and any other sound or

noise. It will only make sound when a certain frequency of sound is detected (ie. A

clap or a whistle).

It sounds an alarm when the owner clicks find on the mobile phone app available for

different platforms, for example; Iphone ios, android, windows mobile etc. The device

is connected to the mobile phone app via Bluetooth technology. It will be able to

function by Bluetooth within 10 meter radius.

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Most of the time, Bluetooth will be used when the keys are misplaced at a longer than

5 meter radius and cannot be able to trap the sound of a clap or a whistle. Hence,

Bluetooth may be used as backup tool to call for the device’s alarm.

The device charges itself by trapping solar energy from the sun through silicon plates.

Fig5. Smart Keychain functionality.

Frequency of usage

This device is of daily usage. Anytime a person misplaces or loses their keys may use their

phone app to call for the device’s alarm, if he/she has left it within 10 meter radius they can

definitely find it by following the alarm.

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Price

This device will be sold at around RM50. Due to expenses of the material and the technology

used, it has to cost even more, but then, due to the competitive advantage it will do just fine

sold at RM50.

Technologies

Analog sound sensor.

Bluetooth 4.0

Solar power (silicon plates).

Our product will be better in terms of technologies used as it has an additional technology of

sound detection rather than just Bluetooth technology. Nevertheless, our product will be

environmental friendly due to energy saving mode by implementing solar power charging

just like small calculators.

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Part IV: Market Identification.

Our product has been targeted to multiple market segments as follows:

GenderThis product has been targeted to both male

and female gender. It does not have any

functions or features/properties which are

specified to only one kind of gender.

Age GroupThis product as well, has not been targeted to

a specific group of age. Any person of any

age can use this product as long as it caters

their functionality. However, this product is

not going to be functional/useful to kids

under the age 15 who may not have keys or

mobile phones. Hence, this product is mostly

targeted to those people who may have keys

for their house/apartment or car keys etc, and

not what age group they belong to.

Purchasing powerThis product is meant to be cheaper than

those of our competitors. We’ve managed to

make cheap by minimising some of

unnecessary functions so that we can reduce

the production cost. Philips smart keychain

will cost around RM50(RM 49.90).

OccupationThis product can mostly be used by business

people who most of the time have a lot of

issues going on through their minds and tend

to forget other stuff but students and other

occupations personnel can also use this

product as long as they need to.

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Part V: Idea Evaluation.

Force Field Analysis

Force Field Analysis is a management tool which is used in decision making. This technique

helps in making decision by analysing the driving forces and the restricting forces towards a

change. By using this tool, one can decide whether to go ahead the change and increase their

chances of success by strengthening the forces supporting change or by weakening those

restricting it. (mindtools.com)

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+15 -16

Outcome:

Score of driving factors (+3)+(+5)+(+3)+(+2)+(+2) = +15Score of restricting factors (-4)+(-3)+(-2)+(-4)+(-3) = -16Total +15 + (-16) = -1

From the Force Field Analysis conducted above, we have identified several

factors which support the development of our new product as well as

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Smart Key chain

Driving Factors Restricting Factors

Need for the product in the market +3

Customers’ desire for new technology gadgets +5

Availability of raw material +3

Environmental interference -4

Cost -4

Product recognition -3

Device interference with other devices and magnetic fields -2

Competitive desire for place in the market +2

Before recommendation for improvement

Energy source is environmental friendly +2

Customer satisfaction on advancement of the technology -3


several factors driving back the development of our product. In this short

recommendation section, two of the driving factors and two of the

restricting factors will be discussed recommendations will be provided in

order to maximise the supporting factors and minimise the restricting

factors to improve the score of the proposed idea.

Maximising supporting factors

Two factors that need to be maximised in the supporting of the proposed product are “Need

for the product in the market” and “Availability of raw material”.

This product is needed in the market by the customers as it caters the functionality of helping

individual locate their keys after misplacing them. To maximise this factor, we’ll need to do a

lot of marketing to gain recognition of the product and to inform the need of this product to

the customers.

Nevertheless, the raw materials needed for this product are easily available. We need to

improve a good relationship with our suppliers as well seal good business contracts with them

so that we get these materials a lot easier and cheaper.

Minimising restricting factors

Two of the factors that need to be minimised which are identified as being bottlenecks in the

development of this product are “Cost” and “Environmental interference”.

By obtaining the raw materials for cheap prices due to good relationship with our suppliers,

the production cost will go down and hence will have better opportunity of selling the

product due to being available in affordable price.

Environmental interference (ie. Sound interference) can be a major difficulty in the technical

part of the product development. However, this problem can be solved by the IT technicians

by developing a perfect sound recognition algorithm which will be able to recognise only a

certain frequency of sound in order the device to be triggered.

Conclusion

Force Field Analysis has been a useful product in identifying several factors that support the

development of the new idea as well as those which may be a threat to the development of the

product. The identified supporting factors and the restricting factors have been maximised

and minimised respectively in order to increase the score of the proposed idea.

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17 -12

Outcome:

Score of driving factors (+4)+(+5)+(+4)+(+2)+(+2) = +17Score of restring factors (-2)+(-3)+(-2)+(-2)+(-3) = -12Total +17 + (-12) = +5

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Smart Key chain

Need for the product in the market +4

Customers’ desire for new technology gadgets +5

Availability of raw material +4

Environmental interference -2

Cost -2

Product recognition -3

Device interference with other devices and magnetic fields -2

Competitive desire for place in the market +2

After recommendation for improvement

Energy source is environmental friendly +2

Customer satisfaction on advancement of the technology -3


Conclusion

The generation of the new idea has been challenging throughout the project. Different tools

have been used in order to come up with something new and better for marketing purposes.

As companies obtain a huge competition from the market place, creativity and innovation of

new products and services is crucial. This project has been successful in achieving innovation

of a new product to hit the market in the next few years.

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References

Dbrobot.com, Analog Sound Sensor [Online], Available from:

<http://www.dfrobot.com/index.php?route=product/product&product_id=83#.UcFZIflkPEZ>

[Accessed 27 May 2013].

Litemind, What is Mind Mapping? [Online], Available from: <http://litemind.com/what-is-

mind-mapping/> [Accessed 29 May 2013].

MindTools, Scamper [Online], Available from:

<http://www.mindtools.com/pages/article/newCT_02.htm> [Accessed 1 June 2013].

Ehow.com, What are the strengths and weaknesses of Scamper? [Online], Available from:

<http://www.ehow.com/list_7416939_strengths-weaknesses-scamper_.html> [Accessed 3

June 2013].

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http://www.ehow.com/list_7416939_strengths-weaknesses-scamper_.html

http://www.mindtools.com/pages/article/newCT_02.htm

http://litemind.com/what-is-mind-mapping/

http://litemind.com/what-is-mind-mapping/

http://www.dfrobot.com/index.php?route=product/product&product_id=83#.UcFZIflkPEZ

Creativity and Innovation

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