an easy technique for creative process · morphological analysis provocation & movement six...

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MORPHOLOGICAL MORPHOLOGICAL ANALYSIS ANALYSIS

AN EASY TECHNIQUE AN EASY TECHNIQUE FOR CREATIVE PROCESS FOR CREATIVE PROCESS

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ToolsTools

3Creative process

4Evaluation

1ExternalMapping

2InternalMapping

CreativityTemplate

MorphologicalAnalysis

Provocation& Movement

Six hatsAttributes Valuechain

SWOTAnalysis

EDUCATION QUESTIONARYSESSION

GROUP SESSION

0Predisposition

tech

niqu

esph

ases

WE ARE HERE!WE ARE HERE!

Creativetraining

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……LIMITLESSLIMITLESS COMBINATIONSCOMBINATIONS““In the In the battlebattle therethere are are onlyonly the the normalnormal and the extraordinary and the extraordinary forcesforces, but , but theirtheir

combinationscombinations are are limitlesslimitless; ; no one can no one can comprehendcomprehend themthem allall””

SUN TZUSUN TZU

= = toto createcreate

…limitlesscombinations

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OriginOrigin and and fieldfield of of applicationapplication

It allows to find possible solutions to complex problemscharacterized by several parameters

Defined in 1942-43 by Fritz Zwicky, an American astrophysician

It can be effectively applied in:

Invented to look for new military means of jet propulsion

new product developmentservicespatents

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SolvingSolving complexcomplex problemsproblemsParameters:

Solutions for eachparameter: m n p

m x n x p x …

X Y Z …

…limitlesscombinations

…

Possible answers tothe complex challenge:

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PossiblePossible sequencesequence1) Specify your challenge1) Specify your challenge

2) Select the correspondingparameters

2) Select the correspondingparameters

3) List variations3) List variations

4) Research all the possiblesolutions to the problem

4) Research all the possiblesolutions to the problem

5) Try different combinations5) Try different combinations

6) Increase the examinedsolutions

6) Increase the examinedsolutions

stepssteps::

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ExampleExample1. Objective: “Improving existing models of cars”

2. Analyze cars and list some of their parameters:

improving elements

optional equipment

internal processes

temporary properties

3. Generate the variations for each parameter:

- Which improving elements can be found?

- Which optional equipment can be offered to customers?

- Which are the different kinds of internal processes in a car?

- Which temporary properties can make a car special in its early phases of life?

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VariationVariation forfor eacheach parameterparameter

new car smellintermittentBluetoothtechnologyodor5

cleannesscontinuousCD playernoise4

absence of dustrandomheated seatsvibrations3

perfect tyreoperator-controlled

air-conditioningbreakdowns2

powerful engineautomaticABSfuelconsumption1

TEMPORARY PROPERTIES

INTERNAL PROCESSES

OPTIONAL EQUIPMENT

IMPROVE EXISTING MODELS OF CARS

4. Research all the possible solutions to the problem:

IMPROVING ELEMENTS

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A A combinationcombination……5. Try different combinations (randomly):

new car smellintermittentBluetoothtechnologyodor5

cleannesscontinuousCD playernoise4

absence of dustrandomheated seatsvibrations3

perfect tyreoperator-controlled

air-conditioningbreakdowns2

powerful engineautomaticABSfuelconsumption1

TEMPORARY PROPERTIES

INTERNAL PROCESSES

OPTIONAL EQUIPMENT

IMPROVE EXISTING MODELS OF CARS

IMPROVING ELEMENTS

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Morphological Morphological analysisanalysis• odor• air-conditioning• operator-controlled• new car smell

Random combination:

Fragrance-control system for carsResult:

Advantages: With a touch of button, drivers can choose from jasmine, mint, a fresh leather smell, or perfume scents, all blowing through the air-conditioning system

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Application to Derbi’s products

The “hidden silencer”: looking for a more winningaesthetics

The“top gun undercarriage”: adding an optional toincrease passenger’s comfort

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“Hidden silencer”

hiddenposterior aileronsilencer

imposingmanualseatengine

eleganthalf-authomaticrimbraking

visibleelectronicauthomatichullcomfort

Design attributesInternalsystemsEquipmentImproving

elements

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Result

Hidding scooter silencer by insertingthe wastepipe in the tail

IDEA:

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Scooter

Moto

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“Top Gun undercarriage”

hiddenposterior aileronsilencer

imposingmanualfootrestengine

eleganthalf-authomaticrimbraking

visibleelectronicauthomatichullcomfort

Design attributesInternalsystemsEquipment

Improvingelements

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“Result”

IDEA:

Authomatic undercarriage with little wheels to maintain the scooter intobalance when it stops

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CONTACTS:CONTACTS:

Alberto F. De Toni: detoni@uniud.it