CONCEPT GENERATION AND SELECTION
SUMMARY
Feasibility judgment
Functional
Decomposition
QFD
Technology readiness
Go/no go screening
Morphological
Analysis
Decision matrix method
Concept 1
Need
Required
functionality
Concept 2
Final concept
Concept 3
…
Concept n
Ideation
Brainstorming
Patents
Reference (Books, Trade Journals)
Experts’ help
1
EVALUATION BASED ON GO/NO-GO SCREENING
• Goal is to compare each concept with the customer requirements in
an absolute fashion.
• Each customer requirement must be transformed into a question to be
addressed to each concept.
• The questions should be answerable as either Yes or Maybe (Go), or
No (No-Go).
• If a concept has only a few No-Go responses, then it may be worth
modifying the design rather than eliminating it.
2
EVALUATION BASED ON GO/NO-GO SCREENING
WINNER
YES
1
MAYBE
0
NO
-1
3
EVALUATION BASED ON DECISION MATRIX
The method provides a means of scoring each concept
relative to another in its ability to meet the customer
requirements.
This method tests the completeness and understanding of
the requirements, identifies the strongest concepts, and
helps foster new concepts.
4
EVALUATION OF SNOW SHOVEL DESIGN CONCEPT
USING THE DECISION MATRIX METHOD
Concept A
Concept B
Concept C
Concept D
5
EVALUATION BASED ON DECISION MATRIX
Decision-Matrix Form
Concepts to be
compared
Concepts for Comparison
Customer
Requirements
1
The relative importance
of requirements found
using pair-wise
comparison technique
3
Scores
4
Totals
5
2
6
EVALUATION OF SNOW SHOVEL DESIGN CONCEPT
USING THE DECISION MATRIX METHOD
Requirements placed on a snow shovel:
Easy to handle
Removes snow fast
Durable
Concepts of a snow shovel design:
A, B, C, D
Which one to choose?
7
EVALUATION OF SNOW SHOVEL DESIGN CONCEPT
USING THE DECISION MATRIX METHOD
Datum
The winner
Pair-wise
comparison
8
EVALUATION OF SNOW SHOVEL DESIGN CONCEPT
USING THE DECISION MATRIX METHOD
Datum
Concept A
Concept B
Winner
Concept C
Concept D
9
PRODUCT DESIGN TOOLBOX
A SUMMARY TO DATE
Quality function deployment
Gantt’s charts
Critical path method
Specification Development /
Planning Phase
Ideation
Brainstorming
Patents
Reference materials
Conceptual Design Phase
Concept generation
Functional decomposition and morphological analysis
Sketches
Feasibility judgment
technology readiness assessment
Go/no-go screening
Conceptual Design Phase
Concept selection
Decision matrix method (with pair-wise comparison)
10
WE ARE NOW DONE WITH THE CONCEPTUAL PHASE
% of product cost committed
HOW IMPORTANT HAS IT BEEN?
100
80
60
40
20
0
Specification
Development
Conceptual
Design
Detailed
design
Time
After conceptual phase, we have already committed ~80% of product cost!
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SPECIFICATIONS, CONCEPT GENERATION AND SELECTION
SUMMARY
Feasibility judgment
Functional
Decomposition
QFD
Technology readiness
Go/no go screening
Morphological
Analysis
Decision matrix method
Concept 1
Concept 2
Concept 3
Final concept
…
Ideation
Brainstorming
Patents
Reference (Books, Trade Journals)
Experts’ help
Design review 2
Concept n
Design review 1
Need
Required
functionality
12
What is PDF?
13