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Concept Selection

Teaching materials to accompany: Product Design and Development Chapter 7 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin McGraw-Hill, 2000.

Product Design and Development


Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000. Chapter Table of Contents
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Introduction Development Processes and Organizations Product Planning Identifying Customer Needs Product Specifications Concept Generation Concept Selection Concept Testing Product Architecture Industrial Design Design for Manufacturing Prototyping Product Development Economics Managing Projects

Concept Development Process


Mission Statement Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Test Product Concept(s) Set Final Specifications Plan Downstream Development Development Plan

Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes

Concept Selection Example: Reusable Syringe

Concept Development Funnel

concept generation concept screening concept scoring concept testing

Concept Selection Process


Prepare the Matrix
Criteria Reference Concept Weightings

Rate Concepts
Scale (+ 0) or (15) 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


Continuous Improvement

Example: Concept Screening


CONCEPT VARIANTS SELECTION CRITERIA
Ease of Handling Ease of Use Number Readability Dose Metering Load Handling Manufacturing Ease Portability PLUSES SAMES MINUSES NET RANK CONTINUE?

A
0 0 0 + 0 + + 3 4 0 3 1 Yes

B
0 0 + 0 + 2 3 2 0 3 Yes

C
+ + 0 2 1 4 2 7 No

D
0 0 0 + 0 0 1 5 1 0 5 No

E
0 0 + + 0 0 0 2 5 0 2 2 Yes

F
+ 0 0 + 2 2 3 1 6 No

G
0 + + 0 0 2 3 2 0 4 Yes

REF.
0 0 0 0 0 0 0

Example: Concept Scoring


Concepts A (reference) Master Cylinder Selection Criteria Ease of Handling Ease of Use Readability of Settings Dose Metering Accuracy Durability Ease of Manufacture Portability Weight 5% 15% 10% 25% 15% 20% 10% Total Score Rank Continue? Rating 3 3 2 3 2 3 3 2.75 4 No Weighted Score 0.15 0.45 0.2 0.75 0.3 0.6 0.3 DF Lever Stop Rating 3 4 3 3 5 3 3 3.45 1 Develop Weighted Score 0.15 0.6 0.3 0.75 0.75 0.6 0.3 E Swash Ring Rating 4 4 5 2 4 2 3 3.10 2 No Weighted Score 0.2 0.6 0.5 0.5 0.6 0.4 0.3 G+ Dial Screw+ Rating 4 3 5 3 3 2 3 3.05 3 No Weighted Score 0.2 0.45 0.5 0.75 0.45 0.4 0.3

Concept Selection Exercise: Mechanical Pencils

Mechanical Pencils: Customer Needs

Mechanical Pencils: Concept Selection Matrix

Retail Prices of Five Pencils


Classic Quick Click Twist Erase Zz Bic $2.75 $2.58 $2.08 $0.90 $0.33

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!

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.

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