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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

    3 Creative process

    4 Evaluation

    1 External Mapping

    2 Internal Mapping

    Creativity Template

    Morphological Analysis

    Provocation & Movement

    Six hatsAttributes Valuechain SWOT

    Analysis

    EDUCATION QUESTIONARY SESSION

    GROUP SESSION

    0 Predisposition

    te ch

    ni qu

    es ph

    as es

    WE ARE HERE!WE ARE HERE!

    Creative training

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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

    …limitless combinations

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    OriginOrigin and and fieldfield of of applicationapplication

    It allows to find possible solutions to complex problems characterized 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 development services patents

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    SolvingSolving complexcomplex problemsproblems Parameters:

    Solutions for each parameter: m n p

    m x n x p x …

    X Y Z …

    …limitless combinations

    Possible answers to the complex challenge:

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    PossiblePossible sequencesequence 1) Specify your challenge1) Specify your challenge

    2) Select the corresponding parameters

    2) Select the corresponding parameters

    3) List variations3) List variations

    4) Research all the possible solutions to the problem

    4) Research all the possible solutions to the problem

    5) Try different combinations5) Try different combinations

    6) Increase the examined solutions

    6) Increase the examined solutions

    stepssteps::

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    ExampleExample 1. 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 winning aesthetics

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

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    “Hidden silencer”

    hiddenposterior aileronsilencer

    imposingmanualseatengine

    eleganthalf-authomaticrimbraking

    visibleelectronicauthomatichullcomfort

    Design attributesInternalsystemsEquipment Improving elements

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    Result

    Hidding scooter silencer by inserting the 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 Improving elements

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    “Result”

    IDEA:

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

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    CONTACTS:CONTACTS:

    Alberto F. De Toni: [email protected]