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2.2.

Concept Screening
After looking for several existing concepts and generate new concepts, we create
various concepts. We tend to choose the only one and the best concept as concept of our
product. The next step that we do is screening the concepts. The main goals of screening
the concepts are to pursing the number of concept quickly and develop the best concept.
In this step, we should compare the concept with many criteria such as subjective and
technical that comes from need of the respondent. In screening the concept, we have to
do the steps below:

Prepare the selection matrix.


Rate the concepts.
Rank the concepts.
Combine and improve the concepts
Select one or more concepts

From looking existing concepts and new concepts, we get 31 product concepts.
Its all based on work principle. Microfiltration, ultra filtration, nano filtration are
concepts that come from different filter media pore size. On the other hand, membrane
filtration, sand filtration, ceramic filtration, and hollow fiber filtration are concepts that
come from filter media material. Here is the list of product concepts.
Table 2.1. Product Concepts.
Concept
Number
1
2
3
4
5
6
7
8

Product Concept
Micro filtration
Ceramic filtration
Hollow fiber filtration
Membrane filtration
Ultra filtration
Nano filtration
Sand filtration
Reverse osmosis filtration

(Source : Authors Personal Data and gather from any sources)


Table 2.1. Product Concepts (continued)

Concept
Number

Product Concepts
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9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31

Forward osmosis filtration


Cotton
Sedimentation
Ozonation
Boiling
UV purification
Screening by hand
Absorption (Silica gel)
Adsorption (Active carbon)
Adsorption (Zeolite)
Extraction
Chemical Precipitation
Distillation
Ion exchange
Coagulation and Flocculation.
Sentrifugation
Radiation
Adsorption chitosan
Adsorption nano material
Adsorption alumina
Dialysis
Enzymation
Electrochemical

(Source : Authors Personal Data and gather from any sources)

Screening I
Several concepts that already been listed above comes from both of existing
product concepts and new product concepts. After we do brainstorming for generating
new ideas, we got several new concepts that we think good to be applied. The concepts
that comes from our brainstorming may be logic, redundant, foolish, or vague. Now, we
need to eliminate some of the concepts before going to the next step. We can make
classified like redundant (R), foolish, or vague (V). Here is the new table of product
concept for screening I.
Table 2.2. Product Concepts For Screening I

Concept
Number

Product Concept

Redundant (R), Foolish


(F), or Vague (V)

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7
10
11
15
16

Sand filtration
Cotton
Sedimentation
Screening by hand
Absorption (Silica gel)

F
F
V
F
V

(Source : Authors Personal Data)

Based on our group discussion, there are many reason why we tend to eliminate
concepts number 7, 10, 11,15, and 16. For concepts number 7, sand filtration it will
contaminating water because of the particle soluble in water. For concepts number 10,
cotton cant filtrating very small size particle like virus or bacteria. For concepts number
11, the process time for sedimentation of water contaminant like sand or etc take long
time. For concepts number 15, screening by hand only eliminate big particle like rock.
And the last eliminate concept number 16, absorption by silica gel only removes gas
phase of water not the contaminant.
Screening II
2.2.1

Prepare The Selection Matrix


After our group done with the first screening, now we move to the second

screening. The first thing to do for second screening is to prepare the selection matrix.
In selection matrix, we choose the selection criteria and reference concept. The selection
criteria should consider the consumer needs and enterprise needs. The most important
thing about criteria are that it should differentiate the concepts. There are six
Table 2.3. Criteria in Water Purifier Product Concept Screening

Number
1
2
3
4
5
6

Criteria
Effectiveness
Portability
Simple Maintenance
Health And Safety
Process Time
Easy To Use
(Source : Authors Personal Data)

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The first criteria is effectiveness. It such a must for our concept to be effective in
purify water into water that is safe to drink by human. The water that used as the feed
water to be purify by our product is water that still contain several contaminant, not the
dirt water. Based on our survey conducted in first assignment to determine needs tend to
choose water from tap water or ground water as feed water to be purify by our product.
It also because our costumer target is like to adventuring or traveling around place.
Based on our product discussion, effectiveness is the most important criteria which it
means it will be weighted more than other criteria.
The second criteria is portability. We should consider this criteria as important
criteria because our product will used while consumer traveling around. It means that
consumer needs portable product that can be used anywhere without feeling of
heaviness because of the product weight and size. The third one is simple maintenance.
All existing water purifier offers product which easy to maintenance. Consumer need
water purifier that easy to maintenance some component so they dont have to be
confused because of maintenance. The fourth is health and safety. We want to make
concept of product not only fulfill the regulation from MENKES regulation but also
safer and healthier than existing product concept.
The fifth criteria is process time. Most of existing water purifier offers product
which can purify water in a very short time or less than two minutes. Consumer needs
water purifier product which is fast to produce drinking water. We should choose
concept which has quick purifying process time. Our group think that its better if our
product process time can be faster than any existing product process time. The last
criteria is easy to use. It means that our product should have simple standard operation
procedure so they wont get confused when they want to use our product.
The concept that will used as reference concepts for this concept screening step
is the best existing concept product that we make it as benchmark or new concept
product. We choose LifeSaver from UK as reference concept because its the best water
purifier product nowadays. The product concept of LifeSaver is combination of
microfiltration, UV purification, and activated carbon adsorption. Though the reference
concept uses combination of two work principles, at this concept screening step we
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dont combine work principles to get our listed product concept because it will be
carried out in combining concepts step.

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Table 2.4. Metric of Idea Selection

Criteria

Concept
1

1
2

13

14

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Effectivenes
s
Portability
Simple
Maintenance
Health And
Safety
Process
Time
Easy To Use
Amount +
Amount Total
Amount
Ranking
Result
(Source : Authors Personal Data and gather from any sources)

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2.2.2. Rate The Concept


For each concept, the criterias should be rated as plus (+), zero (0), or minus (-).

Plus (+) means that its better than reference concept.


Zero (0) means that its the same as reference concept.
Minus () means that its worse than reference concept.
2.2.3. Rank The Concept
Rank of the concept can be made by summing all of criterias rating for each
concept. Ranking the concepts used to review screening result and to check which
concept is qualified for most criterias and can go to the next step, concept scoring.

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Table 2.5. Concept Screening II

Criteria
Effectivenes

Concept
1

1
2

13

14

17

18

19

20

2
1

22

23

24

25

26

27

28

29

30

31

s
Portability
Simple

Maintenanc

Easy To Use

Amount +

Amount Total
Amount
Ranking

-1

-1

-2

-2

-2

-2

-2

e
Health
And
Safety
Process
Time

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Result

Yes

Yes

Yes

Yes

No

N
o

N
o

No

No

Yes

Yes

Yes

No

No

No

No

No

No

No

No

Yes

No

No

No

No

No

(Source : Authors Personal Data and gather from any sources)

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2.2.4. Combine and Improve The Concepts


After the second concept screening, we take the concepts with ranking 1 and 2 in
order to reduce our product concepts into 7 concepts: concept 1 (micro filtration),
concept 2 (ceramic filtration), concept 3 (hollow fiber filtration), concept 4 (membrane
filtration), concept 13 (boiling), concept 14 (UV purification), concept 17 (activate
carbon adsorption), and concept 26 (chitosan adsorption). Those concepts have highest
total amount (around 4 and 5). It means that its better than reference product concept in
almost all criterias. At this point, we can also do combination of those concepts. After
we discuss with our group and several lecturer, our product should combine many
methods so it can fulfill all specification we have. The most important specification
beside water purifier that can purify dirt water into drinking water is portable, because
our product will be used by people who like to traveling around some place where its
hard to find water that safe to consumed. Our second consideration for combining
concepts beside fulfill specifications is to produce product which is better than existing
product. The third consideration is to combine some concept thats different in work
principle. For example, concept number 14 (UV purification) can eliminate bacteria,
virus and other harm living things in water content but it cant eliminate heavy metal
contaminant like concept number 4 can do. The fourth consideration is criterias. We
want to make a product that can fulfill all criterias needed by consumer. For example
like concept number 13 (boiling) which is not effective to purify water can be back up
by concept number 4 (membrane) in order to remove heavy metal content based on
particle size. Thats why concept need to be combined for better result.
Table 2.6 Concepts Combination

Concept
Combinati

Product Concept

on
A
B

Membrane Microfiltration Activated Carbon


Adsorption UV Purification
Membrane Microfiltration Chitosan Adsorption
UV Purification
(Source : Authors Personal Data)

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Table 2.6 Concepts Combination (Continued)

Concept
Combinati

Product Concept

on
C
D
E
F
G
H

Hollow Fiber Filtration Activated Carbon


Adsorption UV Purification
Hollow Fiber Filtration Chitosan Adsorption UV
Purification
Ceramic Filtration Activated Carbon Adsorption
Boiling
Ceramic Filtration Chitosan Adsorption Boiling
Ceramic Filtration Activated Carbon Adsorption
UV Purification
Ceramic Filtration Chitosan Adsorption UV
Purification
(Source : Authors Personal Data)

2.3. Concept Scoring


After we screening the concept, the next step is concept scoring. In this step, we
will do the scoring for some selected concept to narrow it again into one or two best
concept. In this step, the difference between concept screening and concept scoring is
we will give weight factor for each selection criteria based on their importance and
needs from consumer. The concept with has the highest score will be chosen as our
product concept. The score is obtained from multiplication between weight factor and
rating. The step that should be done in concept scoring is exactly same like the concept
screening before.
2.3.1. Prepare The Selection Matrix

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This matrix contains concept ideas, criteria, weight factor, and rating. The concept
ideas is the one we choose after concept screening and combining concept. Criterias is
quite different from concept selection, because its more detailed and specific. Weight
factor is how importance the criteria for the product.
The criteria and weight of each criteria from this scoring are:
A. Standard Level Content = 25%
Standard Level Content means how effective this portable water purifier can
produce output water which can meet standard level content of drinking water
based on regulation from MENKES before. We weight it 25% because its the
most important criteria that our product specification should have and will
become plus point of our product if our product want to compared with other
competitors.
B. Turbidity = 15%
Turbidity means how effective this water purifier can make water with
colorless or transparent. We weight it 15% because its one of our main product
specification. Most of consumer will not hesitate if fresh water that has already
been purified has colorless/ transparent.
C. Portability = 15%
Based on our product function, its not only used for purify the water but
also must have portable design to make consumer easier bring the product. Thats
why we weight it 15% because its one of our main product specification.
D. Simple Maintenance = 10%
Maintenance is one of the thing that consumer think. Consumer always
choose the product which has simple maintenance so they dont have to get
confused while maintaining the product. We weight it 10% because of consumer
needs before.
E. Health and Safety = 15%
This criteria means how health the output purified water and how safe is the
water to be consumed by human. We weight it 15% because we have to consider

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health and safety criteria in terms of purifying process we select and the output of
water purifier.
F. Process Time = 10%
Process time means how long the water purifier take to purify dirt water to
become water that able to drink by human. We weight it 10% because most of
people who probably becoming our user dont like to wait for long time to process
the water.
G. Easy to Use = 10%
We weight it 10% because consumer like to use thing with easy operation. It
means that our product should have simple standard operational procedure so the
consumer will not get confused whenever they want to use our product.
2.3.2. Rating The Concept
The rating at this stage is based on group discussion and literature. Here is the
rating of the concept compared to reference product.
Table 2.7. Rating For Concept Scoring

Relative

Ratin

performance
Bad
Enough
Good
Great
Excellent

g
1
2
3
4
5

(Source : Authors Personal Data)

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Table 2.8. The Description of Scoring Rate


Rati
ng

Criteria
Standard Level
Content
Cannot change water
contaminant concent
Change water
contaminant concent
very little
Can fulfill MENKES
regulation drinking
water standard
content except
microorganism
parameter
Can fulfill MENKES
regulation drinking
water standard
content
Can fulfill WHO
drinking water
standard content

Turbidity

Portability

Simple
Maintenance

Health and Safety

Process Time

Easy To Use

Muddy

Total
volume
more than 5
L

Very
complicated
maintenance

The process can


harm user in serious
condition

More than one


hour

Procedur more
than 15 point
(SOP)

Turbid

3-5 L

Quite
complicated
maintenance

The process can


harm user in
abnormal condition

30 minutes 1
hour

Procedur between
10-15 point (SOP)

Quite clear

1,5-3 L

Not to
complicated
maintenance

The process is quite


safe

15 30
minutes

Procedur between
5-10 point (SOP)

Clear

0,6-1,5 L

Simple
maintenance

The process doesnt


affect user health
condition

5 15 minutes

Procedur between
2-5 point (SOP)

Colorless/
Transparen
t

Total
volume less
than 0,6 L

Less than 5
minutes

Procedur less than


2 point (SOP)

The process is safe


for people and
follow safety
standard procedure
(Source : Authors Personal Data)
Very simple
maintenance

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2.3.3. Rank The Concept


We can make rank of the concept by summing all of weighted scores in every
criteria for each concept. Every criteria should be weighted, so we know which criterias
are more important.
2.3.4. Decide The Best Concept
After we made a matrix and sum up scoring for every concept, now we can decide
which is the best concept that can be applied to our product. The best concept is the one
which has the highest score.

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Table 2.9. Concept Scoring

Criteria

Weight

A
Ratin Weighted
g

Score

B
Rating Weighted

C
Rating Weighted

Score

D
Rating Weighted

Score

Score

Effectiveness
Standard Level

25%

Content
Turbidity
Portability
Simple

15%
15%
10%

4
3
3

0.6
0.475
0.3

3
3
3

0.475
0.475
0.3

4
4
3

0.6
0.6
0.3

3
3
4

0.475
0.475
0.4

Maintenance
Health and

15%

0.45

0.45

0.6

0.6

10%
10%

3
4

0.3
0.4
3.525
3

3
4

0.3
0.4
3.4
4

3
4

0.3
0.4
3.8
1

4
4

0.4
0.4
3.75
2

Safety
Process Time
Easy To Use
Sum
Rank

(Source : Authors Personal Data and gather from any sources)

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Table 2.9. Concept Scoring (Continued)

Criteria

Weight

E
Ratin Weighted
g

Score

F
Rating Weighted

G
Rating Weighted

Score

H
Rating Weighted

Score

Score

Effectiveness
Standard Level

25%

0.75

0.75

0.75

0.75

Content
Turbidity
Portability
Simple

15%
15%
10%

3
3
3

0.45
0.45
0.3

2
3
3

0.3
0.45
0.3

4
3
3

0.6
0.45
0.3

4
3
3

0.6
0.45
0.4

Maintenance
Health and

15%

0.45

0.45

0.6

0.45

10%
10%

3
4

0.3
0.4
3.1
7

3
3

0.3
0.3
2.85
8

3
3

0.3
0.3
3.3
5

3
3

0.3
0.3
3.25
6

Safety
Process Time
Easy To Use
Sum
Rank

(Source : Authors Personal Data and gather from any sources)

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2.3.5

Explanation of Scoring
For concept A, the sum of scoring is 3.525. Concept A is combination of several

concept like membrane microfiltration, activated carbon adsorption and UV


Purification. Concept A is eliminated because it lacks in simple maintenance and health
& safety criteria. Membrane is not as good as hollow fiber in performance to filter the
water based on the particle size. For healthy & safety criteria, activated carbon has
better performance while adsorbing contaminant rather than adsorbent create from
chitosan material.
For concept B, the sum of scoring is 3.4. Concept B combines work principle of
membrane filtration, chitosan adsorption, and UV Purification. Although it has good
score but also eliminated because for several reason such as turbidity and health &
safety. Bad turbidity can cause the UV Purification works imperfectly because when
water with bad turbidity lighted by UV lamps, bacteria or virus cant eliminated because
of block by heavy metal. Beside that for healthy & safety criteria, bad turbidity means
that the water contain heavy metal which can harm human body.
For concept C, the sum of scoring is 3.8. Concept C is combination of several
concept like hollow fiber filtration, activated carbon adsorption, and UV Purification.
Concept C is used as our product concept because it has good score in most of criteria.
Hollow fiber filtration is a kind of method that can eliminated contaminant based on
particle size, after that activated carbon adsorption eliminate odor from the water and
finally UV Purification eliminate several contaminant such as bacteria and virus.
For concept D, the sum scoring is 3.75. Concept D is almost has score with
concept C. Concept D is combination of several concept like hollow fiber filtration,
chitosan adsorption, and UV Purification. Concept D is eliminated because it used
chitosan as adsorber. This material is not as good as activated carbon material do while
adsorbing contaminant.
For concept E, the sum of scoring is 3.1. Concept E is eliminated too. Concept E
combines work principle ceramic filtration, activated carbon adsorption, and boiling.
The reason why this concept is eliminated is because it used boiling method which is
need high energy consumption to boil the water. Beside that, by boiling the water need
long time to purify the water. So it means that concept E takes long time to process.
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For concept F, the sum of scoring is 2.85. Concept F is also be eliminated.


Concept F combines work principle such as ceramic filtration, chitosan adsorption, and
boiling. The reason why concept F is eliminated is because it used the worst concept
among the overall concept. Boiling process needs time to kill microorganisms compared
to UV technology. Our product specification wants product that can purify water in
quick time.
For concept G, the sum of scoring is 3.3. Concept G is also be eliminated. Concept
G combines work principle such as ceramic filtration, activated carbon adsorption, and
UV Purification. The chosen concept use ceramic microfiltration to filter bigger
polutant which size is larger than ceramic micro pore diameter. Water then is exposed
with chitosan, in which chitosan will adsorp almost all metals, negative ion, and make
the water clear. After that, water will be exposed with UV ray so it will kill
microorganisms.
For the concept H, the sum of scoring is 3.25. Concept H is also be eliminated.
Concept H combines work principle such as ceramic filtration, chitosan adsorption, and
UV Purification. The chosen concept use ceramic microfiltration to filter bigger
pollutant based on their size. Water then is exposed with chitosan, which will adsorp
several contaminant. After that UV lamp will eliminated several bacteria and virus with
emitting UV lamps.
Executive Summary
There are several step to narrow the concept such as screening and scoring. In
the step of screening concept we prepare the selection matrix, rate the concepts, rank the
concepts, combine and improve the concepts, finally we select one or more concepts to
enter the next step. In the step screening we use several criteria such as effectiveness of
the water purifier, portability, simple maintenance, health & safety, process time, and
easy to use. The next step is scoring the concept to get the best concept for used as our
product concept. In the step scoring, we detailing the criteria from screening before like
standard level content, turbidity, portability, simple maintenance, health & safety,
process time, and easy to use. In the detailed criteria we use weight factor in percentage
to choose the best concept.
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Conclusion

Based on the step we do before like screening the concept and scoring the concept

in order to narrow the concept to get the best one.


We choose concept C as our concept product. Its because concept C has the highest

score among the other concept for most of criteria.


Concept C use work principles such as hollow fiber filtration, activated carbon
adsorption, and UV Purification. Concept C is also gives best result when used to
purify water.

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