1. Concept Selection Product Design and Development Chapter 8
Karl T. Ulrich and Steven D. Eppinger

2. We are spending most of our time on concept development
We are spending most of our time on concept development. Concept development is subtask of product development.
PDS complete
Must use goals from PDS
Mission
Statement
Development
Plan
Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Test
Product
Concept(s)
Set Final
Specifications
Plan
Downstream
Development
Perform Economic Analysis
Benchmark Competitive Products
I made the rectangles green because we have done the economic analysis, the benchmarking when we did the PDS homework, and the DOE builds predictive models based on experimentation.
Build and Test Models and Prototypes
Task for class: List activities that you have performed in each of the boxes for your wind turbine design.

3. Concept Development Funnel
Note that this is one view. Lilly brought more than one concept forward for testing. By the time they get to clinical trials they will have one concept, but in the early concept testing, they will had several models for consumers to use. They also always have a back-up design

4. Concept selection is as much about documenting your process as making the selection.
Concept Screening is used in the early phases of design when you don’t have a lot of numeric data.
Pugh Concept (your book)
Modified Pugh Concept (this class)
Concept Scoring is used later in the design process when you have made more decisions about the design.
Weighted decision matrix based on relative ranks
Weighted decision matrix based on scaling – all values must be numeric or your can’t use this approach.

5. Your text identifies six steps in the concept selection/screening process.
Prepare the Matrix (Select the correct approach)
Criteria
Weightings
Rate Concepts
Scale (+ – 0) for concept screening
or (0-4; 0-10) for concept scoring
Compare to Reference Concept or Values
Rank Concepts
Sum Weighted Scores
Combine and Improve
Remove Bad Features
Combine Good Qualities
Select Best Concept
May Be More than One
Beware of Average Concepts
Reflect on the Process – does it make sense??

6. Your text differentiates between concept screening and concept scoring!
Concept screening is used to narrow the number of concepts quickly and to improve concepts.
Your text uses Pugh Concept Selection. We will use a modified technique used by IDEO.
This technique is used when you don’t have a lot of information about your design and you must make decisions.
Concept scoring is used when increased resolution will better differentiate between concepts.
Your text uses an unusual technique. We will use the technique introduced in freshmen design (except that you will use it better.)
Concept scoring should be used when you have more information about your design.

7. For this class and senior design, you are selecting between concepts that meet the constraints. If a concept does not meet the constraints, it is unacceptable.
This means that you use your goals to make your decision. The extent to which you can meet your most important goals will guide your design. There are cases when an item is both a goal and constraint.

8. The first step is to prepare the matrix, including selecting the correct technique. We are using concept screening.
Criteria
Lightweight
Concept screening works best with 20 or fewer criteria.
Criteria should be based upon the PDS – pay attention to customer needs.
You may have to pick the most important criteria to obtain the desired limit.
Stable
Pinch Points
Maintenance
Range of Motion (legs)
Comfort

9. As part of the first step we determine the criteria and the possible options.
List the concepts
Problem Definition:
4 year old, handicapped child cannot support her body weight while learning to creep
Options
#1 - Catalog Device Modification
#2 - Crane Suspension Device
#3 - Cart Device
Lightweight
Stable
Pinch Points
Maintenance
Range of Motion (legs)
Comfort

10. Part of the first step is to clarify the concepts
Part of the first step is to clarify the concepts. This is about communicating the design beyond the team and for a historical reference.
Catalog Device Modification: A height adjustable crawler that provides upper body support, but doesn’t keep legs from “kicking out”
Crane Suspension Device: Provides support of child’s body using a spring suspended from a height adjustable support arm
Cart Device: Provides a seat that supports child’s upper body. Also has a plate with bungee cords that limits forward and backward motion of the legs.

11. The 2nd step is to rate the concepts
The 2nd step is to rate the concepts. This means discussing each row of the matrix and rating relative to each other.
Compare each option within each row.
Indicate +1, -1, or 0
This is a modification to the Pugh Concept Selection and allows the decision makers to automatically see the best available in each
A description for the rationale behind each ranking should be included.
Catalog
Crane
Cart
Lightweight 1 -1
Stable
Pinch Points
Maintenance
Range of Motion (legs)
Comfort
Totals -3 3
Lightweight: Both the catalog design and cart weigh less than 10 lbs. Because the crane is bigger and must be stable, it is much heavier.
Stable: The cart is low to the ground and is therefore more stable. The catalog design is higher, but is difficult to turn over. The crane has a greater tendency to turn over because it is higher.

12. The third step is to rank the concepts
The third step is to rank the concepts. This is the easiest because it just requires doing the math.
Catalog
Crane
Cart
Lightweight 1 -1
Stable
Pinch Points
Maintenance
Range of Motion (legs)
Comfort
Totals -3 3

13. The 4th step is combine and improve
The 4th step is combine and improve. Attack negatives and enhance positives.
Can you combine portions of one design with another?
Is there a way to eliminate undesirable features?
Remember our functional analysis - is there a way to change one function and make the design better?

14. The 5th step is to select the best concept.
Catalog
Crane
Cart
Lightweight 1 -1
Stable
Pinch Points
Maintenance
Range of Motion (legs)
Comfort
Totals -3 3
The 6th step is to reflect. Does this make sense? Will this be defensible in a court of law in 5 years?

15. 3. Consider a material selection problem for a refrigerated food preparation surface material for use in an ice cream store. The surface will be subsequently coated, but hand mixing of ingredients on the surface is needed. Five materials have been identified as possibilities: Steel, 304 Stainless Steel, 5052 Aluminum, Copper and Bronze. Use the modified concept screening process discussed in class. To help you in this process a table listing the material properties for each criterion is given below.
Criteria
Units
Desired
Direction
1020
Steel
304 SS
5052 AL Cu
Bronze
Thickness
(in.)
less is
better
0.107
0.407
0.205
Conductivity
Btu-ft/(hroF-ft2)
higher is 27
9.4 80
200
109
Diffusivity
ft2/hr
909
270
3749
6751
3809
Hardness
Brinnell
111 95 47 2 1
Yield
kips 30
110 13 40 37
Machinability
[0-100]
less is better 65 90 20
Thermal
Mass
Btu/oF
lower is
2.93
3.43
7.33
5.45
5.26

16. Use concept screening to complete the matrix below.
Criteria
Desired
Direction
1020 Steel
304 SS
5052 Al Cu
Bronze
Thickness
less is
better
Conductivity
higher is
Diffusivity
Hardness
Yield
Machinability
less is better
Thermal
Mass
lower is
Total
I think that I am going to raise the screen and write on the board. I got 1020, 304, and Cu were all +1’s, we would continue to investigate them

17. Total 1020 Steel 304 SS 5052 Al Cu Bronze 1 -1 -2 2 Criteria Desired
Direction
1020 Steel
304 SS
5052 Al Cu
Bronze
Thickness
less is
better 1 -1
Conductivity
higher is
Diffusivity
Hardness
Yield
Machinability
less is better
Thermal
Mass
lower is
Total -2 2
My solution which will remain hidden from students.

18. Next we will use a weighted decision matrix.
Introduced in Freshman Design.
Specify design criterion
Enumerate alternatives
Establish weightings
Determine performance of each alternative for each criteria
Score that performance as indicated by the data that you have.

19. Some numeric and some quantitative – use interval scales
The data that you have controls the evaluation that you do. Is your data numerical? Is it text? Is it mixed?
Some numeric and some quantitative – use interval scales
All numeric = use ratio scales

21. Let’s return to our matrix for material selection
Let’s return to our matrix for material selection. We have actual numeric data for each item. Let’s see what we would decide if we use ratio scales.

22. Complete the Matrix Using Ratio Scales
Criteria
Desired
Direction
1020 Steel
304 SS
5052 Al Cu
Bronze
Thickness
less is
better
Conductivity
higher is
Diffusivity
Hardness
Yield
Machinability
less is better
Thermal
Mass
lower is
Total
Note: This assumes that all criteria are weighted equally.

23. Answers to the redo of material selection
Make the students do these calculations – perhaps by row. When we do this, we find that if all weights are the same, that Cu is the best selection.

24. Evaluation Scheme for Interval Scales

25. Example of Weighted Decision Matrix Using Interval Scales
Taken from Engineering Design by Dieter and Schmidt
A heavy steel crane hook, for use in supporting ladles filled with molten steel as they are transported through the steel mill, is being designed. Two crane hooks are needed for each ladle. These large, heavy components are usually made to order in the steel mill machine shop when one is damaged and needs to be replaced.
Three concepts have been proposed:
Built up from flame-cut steel plates, welded together
Built up from flame-cut steel plates, riveted together
A monolithic cast-steel hook
The first step is to identify the design criteria by which the concepts will be evaluated. The PDS is used and the design criteria are identified as material cost, manufacturing cost, time to produce a replacement hook if one fails, durability, reliability, and repairability.

26. Determine Weighting Factor for Each Design Criteria
Crane Hook = 1.0
Cost = 0.6
Quality in Service = 0.4
Material Cost = 0.3
Repairability = 0.2
Durability = 0.6
Time to produce = 0.1
This is an example of an objective tree and I liked it so I put it in.
Manufacturing Cost = 0.5
Reliability = 0.3
Weight for Material Cost = 0.3* 0.6 = 0.18

27. Results for Weighted Decision Matrix using Interval Scales
Note that Dr. Brackin will eat you alive during your senior presentation if you give a “good” rating 2 different values. You must have substantial reasons for why the numbers are different. Also, you must explain your ratings in order to document your design.

28. Remember… The goal of concept selection is not to
Select the best concept.
The goal of concept selection is to
Develop the best concept.
So remember to combine and refine the concepts to develop better ones!

29. Caveats • Beware of the best "average" product.
• Perform concept selection for each different customer group and compare results.
• Check sensitivity of selection to the importance weightings and ratings.
• May want to use all of detailed requirements in final stages of selection.
• Note features which can be applied to other concepts.

30. Name:____________________________ CM:________________
Individual Quiz
Name:____________________________ CM:________________
Use the concept screening method presented in class today to evaluate which sport-utility vehicle designs should be pursued. The ratings are given so that you know the relative merits of each vehicle.

31. Name:____________________________ CM:________________
Individual Quiz
Name:____________________________ CM:________________
Now use the concept scoring and interval scale method presented in class today to evaluate which sport-utility vehicle designs should be pursued. (Use a scale of 0 to 4.) The ratings are given so that you know the relative merits of each vehicle.