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

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.

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 ....................................................................................................................................... 7 Outcomes ........................................................................................................................................ 7 Evaluation ....................................................................................................................................... 7 Concept fan ......................................................................................................................................... 9 Introduction ..................................................................................................................................... 9 Illustration ....................................................................................................................................... 9 Outcomes ........................................................................................................................................ 9 Evaluation ..................................................................................................................................... 10 Scamper ............................................................................................................................................ 10 Introduction ................................................................................................................................... 10 Illustration ..................................................................................................................................... 10 Outcomes ...................................................................................................................................... 11 Evaluation ..................................................................................................................................... 11 Part III: Product description .................................................................................................................. 12 Opening ............................................................................................................................................. 12 Availability for purchase................................................................................................................... 12 Features ............................................................................................................................................. 13 Function ............................................................................................................................................ 14

Frequency of usage ........................................................................................................................... 15 Price .................................................................................................................................................. 16 Technologies ..................................................................................................................................... 16 Part IV: Market Identification. .............................................................................................................. 17 Gender ............................................................................................................................................... 17 Age Group......................................................................................................................................... 17 Purchasing power .............................................................................................................................. 17 Occupation ........................................................................................................................................ 17 Part V: Idea Evaluation. ........................................................................................................................ 18 Force Field Analysis ......................................................................................................................... 18 Maximising supporting factors ..................................................................................................... 20 Minimising restricting factors ....................................................................................................... 20 Conclusion .................................................................................................................................... 20 Conclusion ............................................................................................................................................ 23 References ............................................................................................................................................. 24

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 General Overview
Hone
Hipkey is a device which is Hone is a Bluetooth enabled connected to keys as a keychain smart keychain made in the U.S.A and an iphone via Bluetooth. Both that helps find keys attached to it hipkey and the iphone sound an by using iphone 4s. The hone is alarm whenever they are synchronised to a special app in
separated at a particular distance. the iphone. The hipkey is synchronised to a special app in the iphone. Uniqueness -Works both ways, can be used to -The phone app supports multiple find the iphone or iphone can hones, so it can be connected to used to find the keys. multiple objects with different
-Works automatically whenever hones. the separation distance hits. -Has 4 different modes; find

mode, alarm mode, child mode and motion mode (anti theft mode). Limitation -It is only supported by iphone. -Can only be used to find keys
-Hipkey is very expensive. Costs using your phone, so if you lost around RM270 (USD 90). 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:
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.
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 Sometimes, mind maps provide self explanatory presentation of
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.
information. Only participants who took part of the creation of the mind map can see and understand the map, but its 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.

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. 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 Advantages 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 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. Disadvantages Sometimes this technique let the emergence of ideas which may be useful but not innovative.
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 keychains. 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 technologies individually but make them both available in
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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 Advantages Easy generation of new ideas; this tool helps individual or a team to generate new ideas by just evaluating an existing one. Disadvantages Scamper requires a correct
environment for it to be proven effective. It needs an environment that truly influences creativity and not otherwise, or it wont 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
Youre trying to locate your keys which you dont really know where youve kept them. They are beneath the sofa at the sitting room but you dont know that. You keep saying, at least if it was my phone that Im trying to locate here, I would just call my number using someone elses 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 wont 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, its found a v ery 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 devices 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 devices 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: This 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.
Gender
Age Group
This 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 power
This product is meant to be cheaper than those of our competitors. Weve 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).
Occupation
This 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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Driving Factors
Restricting Factors
Need for the product in the market +3
Cost
-4
Customers desire for new technology gadgets +5
Product recognition
-3
Smart Key chain

Availability of raw material +3 Device interference with other devices and magnetic fields -2
Competitive desire for place in the market +2
Environmental interference
-4
Energy source is environmental friendly +2
Customer satisfaction on advancement of the technology -3
+15
Outcome:
-16
Score of driving factors Score of restricting factors Total
(+3)+(+5)+(+3)+(+2)+(+2) = +15 (-4)+(-3)+(-2)+(-4)+(-3) = -16 +15 + (-16) = -1
Before recommendation for improvement
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From the Force Field Analysis conducted above, we have identified several factors which support the development of our new product as well as 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, well 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
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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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Need for the product in the market +4
Cost
-2
Customers desire for new technology gadgets +5
Product recognition
-3
Smart Key chain

Availability of raw material +4 Device interference with other devices and magnetic fields -2
Competitive desire for place in the market +2
Environmental interference
-2
Energy source is environmental friendly +2
Customer satisfaction on advancement of the technology -3
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-12
Outcome: Score of driving factors Score of restring factors Total (+4)+(+5)+(+4)+(+2)+(+2) = +17 (-2)+(-3)+(-2)+(-2)+(-3) = -12 +17 + (-12) = +5 After recommendation for improvement
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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-ismind-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> June 2013]. [Accessed 3
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