2. Preliminary Ideas Idea/Concept Generation Refinement Convert quick sketches into detailed drawings Analysis Evaluate the top concepts

3.  With any method, it is easy to pick the wrong solution, and difficult to pick the best.  “Concept vulnerability” – a mistake in selection results in a design that is conceptually weak, thus vulnerable to competition.

4.  Simplest method  Adequate for small to medium sized problems 1. List questions important to success of product 2. Ask questions about each proposed solution 3. Tabulate comments from questions (pros/cons list)

5.  Checklist should have: Specific product requirements (PDS) General requirements (Good Design)  Restrict detail level to main issues

6.  Determine best solution from one criterion  Similar to Morphological Chart Only the feasible sub-solutions  Large problems that are broken down  Best to select optimum solution from hopeless conflict of options

7.  Identify several feasible options in each decision area Pen Decision Areas Sub-Solutions Transfer ink to paper NibBallpoint Replenish the ink reservoir Suction refillReplaceable reservoir Protect ink transfer end Replaceable CoverRetractable Point Position of pen in pocket Point UpPoint Down

8.  Indicate which options are incompatible with others Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

9.  List all sets of compatible options that can be combined  Conventional Fountain Pen Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

10.  List all sets of compatible options that can be combined  Cartridge Fountain Pen Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

11.  List all sets of compatible options that can be combined  Ballpoint with replaceable cover Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

12.  List all sets of compatible options that can be combined  Retractable ballpoint pen Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

13.  List all sets of compatible options that can be combined  New Design! Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

14.  List all sets of compatible options that can be combined  New Design Transfer Protection Replenish Pocket Position BallpointNib Replaceable Reservoir Suction Refill Replaceable Cover Retractable Point Point Up Point Down

15.  Find the compatible set of solutions that best satisfies criterion Cost (usually)  Reasonably easy method  Hard to break design problem down into parts  Great for sorting out incompatibilities

16.  Matrix format where rows are criteria for selection and the column is for each design solution  Concepts are compared in an iterative manner until the best concepts have emerged and converged onto one  Allows for divergent and convergent thinking

17.  1)Ideas based on PDS Each have same requirements / constraints  2)Sketch Solutions All to the same level of detail  3) Establish Matrix  4) Incorporate all sketches into matrix  5) Ensure comparison is valid Same basis and generic level  6) Choose Criteria Based on PDS Unambiguous and understood by all  7) Choose Datum Pre-existing products if any

18.  8) Use +, -, and S to compare between concepts + means better than - means worse than S means same  9)Initial Comparison Score +’s, -’s, and S’s Score is not absolute!  10) Assess Concept Scores Ask why about strong concepts Re-run removing strengths  11) Change Datum No patterns emerge Criteria ambiguous

19. Concept Criteria123456 A-++DS+ B--SA++ C+++T-- DS-SU++ ES+-M-+ Sum +132|24 Sum -221|21 Sum S202|10

20.  5 or 6 Evaluations and Comparison  Could take a whole day to complete  Done as group activity “A group of people thinking and discussing the design in a relaxed and informal manner with ideas being discussed seriously and positively.”  Done on a large screen/board For all to see at once

21.  Greater… …insight of PDS …understanding of design problems …understanding of potential problems  Understanding interactions between proposed solutions Give rise to additional solutions  Knowledge of the strengths/weaknesses

22.  Develop strongest concepts from First Phase  Refine ideas to a higher level with more details More individual work usually Keep all concepts at similar levels  Update PDS to reflect new knowledge gained  Update matrix