EDGE™ Concept Development & Selection prepared by Prof. Margaret Bailey (ME) Copyright © 2008 Rochester Institute of Technology All rights reserved.

EDGE™ Today’s Workshop Overview 9am –10:30AM Interactive Exercise on Concept Development & Selection9am –10:30AM Interactive Exercise on Concept Development & Selection 10:30 – NoonConcept Development & Selection on Team Project10:30 – NoonConcept Development & Selection on Team Project Noon– 1:00 PMOptional Tutorial: Prepare for Design Reviews (Xerox Auditorium)Noon– 1:00 PMOptional Tutorial: Prepare for Design Reviews (Xerox Auditorium) 2:00 – 4:00Continue Selection Process:2:00 – 4:00Continue Selection Process: Concept Scoring, Customer Feedback 4:00 – 4:30Create Summary of Activities4:00 – 4:30Create Summary of Activities By 5:00 PMReview Team Concept Development and Selection Activities with GuideBy 5:00 PMReview Team Concept Development and Selection Activities with Guide

EDGE™ Session Overview Introduce Concept Development & Selection ProcessIntroduce Concept Development & Selection Process Explore Two-Stage MethodologyExplore Two-Stage Methodology Demonstrate Above Steps on ExampleDemonstrate Above Steps on Example Discuss Common Dysfunctions Associated with this PhaseDiscuss Common Dysfunctions Associated with this Phase Apply Concept Development & Selection Process to Team MSD I ProjectApply Concept Development & Selection Process to Team MSD I Project

EDGE™ Concept Development & Selection Session Learning Objectives 1.Understand concept selection matrix - commonly used decision tool in product development 2.Reinforce importance of concept selection within product development process 3.Explore the application of a selection matrix method for selecting & developing product concepts – can be applied to sub-systems as well.

EDGE™ Concept Development & Selection Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-2, Chapter 7, 4 th Edition, p. 125, Irwin McGraw-Hill These activities can occur throughout the design process!

EDGE™ Concept Ratings Selection Criteria Winning Concept(s) Concept Development & Selection Process Goal: The goal is not to select the best concept but to develop the best concept by combining and/or refining Concepts Screening Stage Scoring Stage

EDGE™ Concept Development & Selection Funnel Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-4, Chapter 7, 4 th Edition, p. 128, Irwin McGraw-Hill

EDGE™ Concept Selection Process Prepare the Matrix Rate Concepts Rank Concepts Combine and Improve Select Best Concept Reflect on the Process Screening Stage Screening Stage Scoring Stage Scoring Stage Prepare the Matrix Rate Concepts Rank Concepts Combine and Improve Select Best Concept Reflect on the Process

EDGE™ Concept Selection Example: Reusable Syringe Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-1, Chapter 7, 4 th Edition, p. 123, Irwin McGraw-Hill

EDGE™ Concept Selection Example: Reusable Syringe Design an improved, reusable syringe with precise dosage control for outpatient use.Design an improved, reusable syringe with precise dosage control for outpatient use. –Current product was too costly and inaccurate Seven criteria identified based on customer needsSeven criteria identified based on customer needs –Ease of handling, use and manufacture –Readability of dose settings and accuracy –Durability and portability Seven overall product concepts proposed (Exhibit 7-3, pp )Seven overall product concepts proposed (Exhibit 7-3, pp )

EDGE™ Concept Development & Selection Funnel Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-4, Chapter 7, 4 th Edition, p. 128, Irwin McGraw-Hill

EDGE™ Screening Stage Prepare the Matrix – Pugh's METHODPrepare the Matrix – Pugh's METHOD –Criteria –Select Reference Concept Rate ConceptsRate Concepts –Scale (+ – 0) –Compare to Reference Concept Rank ConceptsRank Concepts Combine and ImproveCombine and Improve –Remove Bad Features –Combine Good Qualities Select Best ConceptsSelect Best Concepts –May Be More than One –Beware of Average Concepts Reflect on the ProcessReflect on the Process –Continuous Improvement Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibits 7-3 and 7-5, Chapter 7, 4 th Edition, pp. 126 & 130, Irwin McGraw-Hill Concepts which made the first cut

EDGE™ Examples of Concept Generation Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-3, Chapter 7, 4 th Edition, p. 126, Irwin McGraw-Hill Concepts need to be well-defined PRIOR to concept evaluation! (neither of these concepts made the screening cut)

EDGE™ Determine Criteria and Reference Concept In teams begin preparing the Matrix – Pugh's METHODIn teams begin preparing the Matrix – Pugh's METHOD –Establish a preliminary list of the subsystems which will involve a matrix for concept selection –Determine Selection Criteria for several of the above subsystems –Select a Reference Concept for each matrix

EDGE™ Screening Stage Pugh's METHODPugh's METHOD –Criteria –Select Reference Concept Rate ConceptsRate Concepts –Scale (+ – 0) –Compare to Reference Concept Rank ConceptsRank Concepts Combine and ImproveCombine and Improve –Remove Bad Features –Combine Good Qualities Select Best ConceptsSelect Best Concepts –May Be More than One –Beware of Average Concepts Reflect on the ProcessReflect on the Process –Continuous Improvement Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibits 7-3 and 7-5, Chapter 7, 4 th Edition, pp. 126 & 130, Irwin McGraw-Hill Concepts which made the first cut BUT more refinement required before SCORING process

EDGE™ Identify “Winning” Concepts Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-3, Chapter 7, 4 th Edition, p. 126, Irwin McGraw-Hill Concept A has highest net score and no “worse than” ratings

EDGE™ Combine Winning Concepts Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-3 & 7-6, Chapter 7, 4 th Edition, pp. 127 & 133, Irwin McGraw-Hill Concepts D & F were combined to eliminate “worse than” ratings

EDGE™ Refine Winning Concepts Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-3 & 7-6, Chapter 7, 4 th Edition, pp. 127 & 133, Irwin McGraw-Hill Concept G’s scored well but ease of handling was a problem, therefore revise!

EDGE™ Screening Stage for MSD I Project In teamsIn teams –Prepare the Concept Screening Matrix (Exhibit 7-5, p. 130) –Begin the following (and finish today!): Rate and Rank ConceptsRate and Rank Concepts Combine and ReviseCombine and Revise Select Best Concept(s)Select Best Concept(s) Proceed onto Concept Scoring ProcessProceed onto Concept Scoring Process

EDGE™ Concept Development & Selection Funnel Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-4, Chapter 7, 4 th Edition, p. 128, Irwin McGraw-Hill

EDGE™ Scoring Stage REFINE Pugh’s MatrixREFINE Pugh’s Matrix –Criteria –ADD Weightings Rate ConceptsRate Concepts –REFINE Scale (1 - 5) –Select “Average” Criteria for Reference –Compare to Reference Criteria Rank ConceptsRank Concepts –Sum Weighted Scores Combine and ImproveCombine and Improve –Remove Bad Features –Combine Good Qualities Select Best ConceptsSelect Best Concepts –May Be More than One Reflect on the ProcessReflect on the Process –Continuous Improvement Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-7, Chapter 7, 4 th Edition, p. 134, Irwin McGraw-Hill

EDGE™ Example: Concept Scoring Example: Concept Scoring Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-7, Chapter 7, 4 th Edition, p. 134, Irwin McGraw-Hill Generated from Customer Needs – week 1 Need to revisit PUGH Matrix as your team’s knowledge base expands

EDGE™ Final Winning Concept - DF Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-6, Chapter 7, 4 th Edition, p. 133, Irwin McGraw-Hill Concept DF was selected as the winning concept HOWEVER: Do not simply select concept was highest rating – conduct a sensitivity study by varying weights and ratings and examine effect on winning concept rating. Does uncertainty about a particular value have a large impact on the winning concept? Team could have decided to go with top two (or more) concepts. Concepts could be prototyped and tested for customer feedback.

EDGE™ Tips for Concept Development & Selection When possible, use objective rather subjective criteriaWhen possible, use objective rather subjective criteria Useful to identify strengths of concepts that do not make it through screening/scoring stages – could these be incorporated on winning concept(s)?Useful to identify strengths of concepts that do not make it through screening/scoring stages – could these be incorporated on winning concept(s)? Include ease of manufacture, reduced liability, and/or cost as criteriaInclude ease of manufacture, reduced liability, and/or cost as criteria Use concept development & selection process throughout MSD I and MSD IIUse concept development & selection process throughout MSD I and MSD II

EDGE™ Concept Development & Selection Funnel Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 7-4, Chapter 7, 4 th Edition, p. 128, Irwin McGraw-Hill

EDGE™ Test Product Concepts Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan Karl T. Ulrich and Steven D. Eppinger, 2008, Product Design and Development, Exhibit 8-2, Chapter 8, 4 th Edition, p. 146, Irwin McGraw-Hill Helps in further exploring concepts… Which concept should be pursued? How can the concept be improved to better meet customer needs? Should development continue? TOOL: Survey customer response, refer to Chapter 8 for more details

EDGE™ Practice Concept Development & Selection on MSD I Project Continue Team Screening Stage and start Scoring StageContinue Team Screening Stage and start Scoring Stage Prepare/Refine the Matrix Rate Concepts Rank Concepts Combine and Improve Select Best Concept Reflect on the Process Screening and Scoring Stages Screening and Scoring Stages Sample Excel Spreadsheet Available for PUGH

EDGE™ Rest of the Day…. Start with Concepts Associated with Critical Sub-function(s) Identified During Week 3Start with Concepts Associated with Critical Sub-function(s) Identified During Week 3 –Develop Pugh's Matrix for SCREENING Process Create Criteria, Select Reference Concept, Rate Concepts (Scale (+ – 0)), Compare to Reference Concepts, Rank Concepts,Create Criteria, Select Reference Concept, Rate Concepts (Scale (+ – 0)), Compare to Reference Concepts, Rank Concepts, Combine and Improve, Remove Bad Features, Combine Good Qualities, Select Best ConceptsCombine and Improve, Remove Bad Features, Combine Good Qualities, Select Best Concepts Refer to Exhibit 7-5Refer to Exhibit 7-5 –Refine Pugh's Matrix during SCORING Process Refine Criteria, ADD Weightings, Rate Concepts (Scale (1 - 5)), Select “Average” Criteria for Reference, Determine Sum Weighted ScoresRefine Criteria, ADD Weightings, Rate Concepts (Scale (1 - 5)), Select “Average” Criteria for Reference, Determine Sum Weighted Scores Combine and Improve, Remove Bad Features, Combine Good Qualities, Select Best ConceptsCombine and Improve, Remove Bad Features, Combine Good Qualities, Select Best Concepts Refer to Exhibit 7-7Refer to Exhibit 7-7 –Get customer feedback, if possible Attend Optional Tutorial at Noon today in Xerox!Attend Optional Tutorial at Noon today in Xerox!

EDGE™ For Next Week Complete concept selection process (quickly)Complete concept selection process (quickly) Begin system level design: architecture, sub- system definition, interface definitionBegin system level design: architecture, sub- system definition, interface definition Schedule and prepare for Concept/System Design ReviewSchedule and prepare for Concept/System Design Review –Take ownership of meeting(s) – who should attend?

EDGE™ Weeks 5 - 7: Concept/System Design Review You may decide to hold separate reviews of concept development & system designYou may decide to hold separate reviews of concept development & system design In-depth meeting(s) with Guide, Consultant(s), peers, customer(s), and appropriate expertsIn-depth meeting(s) with Guide, Consultant(s), peers, customer(s), and appropriate experts Minimize “presentation”, maximize value- added discussion (see Guidelines on EDGE)Minimize “presentation”, maximize value- added discussion (see Guidelines on EDGE) Grading: 6% for concept generation & selection; 15% for system design & review (see Rubric on EDGE)Grading: 6% for concept generation & selection; 15% for system design & review (see Rubric on EDGE)

EDGE™ Concept/System Design Review- Content Discuss concept selection & improvement processDiscuss concept selection & improvement process System-level design: architecture, subsystems, interfacesSystem-level design: architecture, subsystems, interfaces Identify high-risk technologies and perform enough modeling and/or simulation (computer-based or physical mock-up) to demonstrate that the project can be successfulIdentify high-risk technologies and perform enough modeling and/or simulation (computer-based or physical mock-up) to demonstrate that the project can be successful –may include features such as new technology, previously untested technology, long-lead time or prohibitively expensive components Additional specific requirements should be agreed on with GuideAdditional specific requirements should be agreed on with Guide TEAM Goal: get useful feedback from reviewersTEAM Goal: get useful feedback from reviewers

EDGE™ Concept Generation and Evaluation (TEAM GRADE) Creative concepts were generated at the system & subsystem level, and evaluated against customer-oriented criteria and competing products. (3 points max) Concept Improvement and Selection (TEAM GRADE) Team clearly took advantage of the evaluation process to improve or combine existing concepts or to uncover fixable weaknesses, and the selection process was structured and effective. (3 points max) System-Level Design Systems architecture, subsystems, and interfaces are clearly defined and consistent with selected concepts. (4 points max) Engineering Analysis Modeling and/or simulation necessary for system-level design is complete, including accurate operating conditions and input parameters. (4 points max) Risk Assessment (high technology) and Proof-of-Concept High-risk technologies have been identified, and breadboard/ simulation has demonstrated feasibility of system-level design. Risks for cost and schedule have been identified and assessed. (4 points max) Concept/System Design Review Execution Design review(s) held with appropriate attendees, all key issues were discussed, notes and action items are documented. (3 points max)