Abstract
This article proposes a systematic innovation approach by integrating the function analysis and trimming method into the conceptual design activities of new product development (NPD). Concept design is considered to be one of the pivotal phases in NPD process, which has a significant impact on downstream NPD activities such as ideas selection and detail design. Despite the recognized importance of concept design, there is a lack of a systematic and effective problem-solving process that covers all concept design activities. To address this gap, the authors develop a systematic approach to product concept design based on the problem-oriented concept. Also, the authors provide a case example to demonstrate the effectiveness of using this method in NPD context and further illustrate some implications through the managerial perspective.
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