1. 1 CONCEPT GENERATION AND SELECTION SUMMARY Need Required functionality Concept 1 Concept 2 Concept 3 … Concept n QFD Functional Decomposition Morphological Analysis Ideation Brainstorming Patents Reference (Books, Trade Journals) Experts’ help Feasibility judgment Technology readiness Go/no go screening Decision matrix method Final concept

2. 2 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.

3. 3 EVALUATION BASED ON GO/NO-GO SCREENING YES 1 MAYBE 0 NO-1 WINNER

4. 4 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.

5. 5 EVALUATION OF SNOW SHOVEL DESIGN CONCEPT USING THE DECISION MATRIX METHOD Concept AConcept BConcept CConcept D

6. 6 Decision-Matrix Form Concepts for Comparison Scores Totals Weights Customer Requirements The relative importance of requirements found using pair-wise comparison technique Concepts to be compared 1 2 3 4 5 EVALUATION BASED ON DECISION MATRIX

7. 7 Requirements placed on a snow shovel: Easy to handle Removes snow fast Durable EVALUATION OF SNOW SHOVEL DESIGN CONCEPT USING THE DECISION MATRIX METHOD Concepts of a snow shovel design: A, B, C, D Which one to choose?

8. 8 EVALUATION OF SNOW SHOVEL DESIGN CONCEPT USING THE DECISION MATRIX METHOD The winner Datum Pair-wise comparison

9. 9 EVALUATION OF SNOW SHOVEL DESIGN CONCEPT USING THE DECISION MATRIX METHOD Concept AConcept BConcept CConcept D DatumWinner

10. 10 PRODUCT DESIGN TOOLBOX A SUMMARY TO DATE Quality function deployment Gantt’s charts Critical path method Ideation Brainstorming Patents Reference materials Functional decomposition and morphological analysis Sketches Feasibility judgment technology readiness assessment Go/no-go screening Decision matrix method (with pair-wise comparison) Specification Development / Planning Phase Conceptual Design Phase Concept generation Conceptual Design Phase Concept selection

11. 11 After conceptual phase, we have already committed ~80% of product cost! Specification Development % of product cost committed Conceptual Design Detailed design Time 100 60 0 20 40 80 WE ARE NOW DONE WITH THE CONCEPTUAL PHASE HOW IMPORTANT HAS IT BEEN?

12. 12 SPECIFICATIONS, CONCEPT GENERATION AND SELECTION SUMMARY Need Concept 1 Concept 2 Concept 3 … Concept n QFD Functional Decomposition Morphological Analysis Ideation Brainstorming Patents Reference (Books, Trade Journals) Experts’ help Feasibility judgment Technology readiness Go/no go screening Decision matrix method Final concept Required functionality Design review 1 Design review 2

13. 13 What is PDF?