1. Concept Development & Selection

2. Today’s Workshop Overview
10am –11:30AM Interactive Exercise on Concept Development & Selection
11:30 – 1:00 PM Concept Development & Selection on Team Project
2:00 – 3:30 Continue Selection Process:
Concept Scoring, Customer Feedback
3:30 – 4 PM Create Summary of Activities
By 4:30 PM Review Team Concept Development and Selection Activities with Guide

3. Session Overview Introduce Concept Development & Selection Process
Explore Two-Stage Methodology
Demonstrate Above Steps on Example
Discuss Common Dysfunctions Associated with this Phase
Apply Concept Development & Selection Process to Team SD1 Project

4. Concept Development & Selection Session Learning Objectives
Understand concept selection matrix - commonly used decision tool in product development
Reinforce importance of concept selection within product development process
Explore the application of a selection matrix method for selecting & developing product concepts – can be applied to sub-systems as well.
Discuss the importance of the product concept activity in determining manufacturing cost and satisfaction of customer needs. The instructor might cite a few examples of instances in which new and superior concepts quickly dominated the market:
"U-Locks" for bicycles dominated cables and chains.
Florescent lighting dominated incandescent lighting for commercial and industrial applications.
Mountain bikes dominate road bikes in total sales.
Slide 4 – item #1.  “…. one of the most widely used decision tools in product development.”  Footnote or verbally reference this stated position.

5. Concept Selection Example: Reusable Syringe
Reusable syringe with precise dosage control for outpatient use
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill

6. Concept Selection Example: Reusable Syringe
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 needs
Ease of handling, use and manufacture
Readability of dose settings and accuracy
Durability and portability
Seven overall product concepts proposed (Exhibit 7-3)
How can teams choose the best concept, given designs are still abstract?
How can entire team make this decision?
How can desired attributes of various concepts be combined?
How can decision making process be documented?

7. Concept Development & Selection Process
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
Build and Test Models and Prototypes
concept generation is essential component of the development process
Concept generation is relatively inexpensive, yet has a huge impact on product quality
Slide 5 – CD & SP flowchart slide.  Reinforce that “Build and Test Models and Prototypes” begins at the start of the process.  Students, in general, are reluctant to perform this and then complain that we are holding them back by the “process”.
These activities can occur throughout the design process!
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-2, Chapter 7, 3rd Edition, Irwin McGraw-Hill

8. Concept Development & Selection Process
Concept Ratings
Screening Stage
Scoring Stage
Winning Concept(s)
Selection Criteria
Concepts
Evaluating concepts with respect to customer needs and other criteria, comparing relative strengths and weaknesses and selecting one or more concepts for further investigation, testing, or developing
Focus today: overall product concept selection but will reuse method when selecting subsystem concepts and production processes
Goal: The goal is not to select the best concept but to develop the best concept by combining and/or refining

9. Concept Development & Selection Funnel
Concept generation was a divergent process. Concept Development & Selection is a CONVERGENT process
Various forms of concept Development & Selection:
First concept considered
External decision
Intuition
Pros and cons
Build and test
Decision matrices: rates concepts based on pre-specified selection criteria (may be weighted)
Further EXPLORE Concept Testing
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill

10. Examples of Concept Generation
Slide 7 –  Highlight or offer an example of Concept Testing.  Also is it possible to show the sketches on page from the text.  
Remind them that these diagrams are needed prior to Concept Selection.  That is, the Concepts need to be well defined.
Concepts need to be well-defined PRIOR to concept evaluation! (neither of these concepts made the screening cut)
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-3, Chapter 7, 3rd Edition, Irwin McGraw-Hill

11. Concept Selection Process
Screening Stage
Scoring Stage
Prepare the Matrix
Rate Concepts
Rank Concepts
Combine and Improve
Select Best Concept
Reflect on the Process
Prepare the Matrix
Rate Concepts
Rank Concepts
Combine and Improve
Select Best Concept
Reflect on the Process
1. Two-stage Methodology includes:
Screening stage – narrow number of concepts quickly and improve concepts
Scoring stage – may follow, more detailed analyses and quantitative evaluation of remaining concepts
Both stages follow structured process
3. Benefits of a structured concept development and selection process:
Customer focused product – criteria based on customer needs
Competitive design – rank concepts against existing designs
Improved product-process coordination – include manufacturing related criteria in matrix
More efficient approach
Adds in group decision making
Documentation

12. Concept Development & Selection Funnel
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill

13. Screening Stage Prepare the Matrix – Pugh's METHOD Rate Concepts
Concepts which made the first cut BUT more refinement required before SCORING process
Prepare the Matrix – Pugh's METHOD
Criteria
Select Reference Concept
Rate Concepts
Scale (+ – 0)
Compare to Reference Concept
Rank Concepts
Combine and Improve
Remove Bad Features
Combine Good Qualities
Select Best Concepts
May Be More than One
Beware of Average Concepts
Reflect on the Process
Continuous Improvement
Refer to textbook pages for talking points if necessary
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-5, Chapter 7, 3rd Edition, Irwin McGraw-Hill

14. Identify “Winning” Concepts
Concept A has highest net score and no “worse than” ratings
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-3, Chapter 7, 3rd Edition, Irwin McGraw-Hill

15. Combine Winning Concepts
Concepts D & F were combined to eliminate “worse than” ratings
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-3 and 6, Chapter 7, 3rd Edition, Irwin McGraw-Hill

16. Refine Winning Concepts
Concept G’s scored well but ease of handling was a problem, therefore revise!
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-3 and 6, Chapter 7, 3rd Edition, Irwin McGraw-Hill

17. Screening Stage for SD1 Project
NOW
Select a sub-system (or overall product if applicable)
Prepare the Matrix
Begin the following as time allows
This afternoon:
Rate Concepts
Rank Concepts
Combine and Improve
Select Best Concept
Reflect on the Process

18. Concept Development & Selection Funnel
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill

19. Scoring Stage REFINE Pugh’s Matrix Rate Concepts Rank Concepts
Criteria
ADD Weightings
Rate Concepts
REFINE Scale (1 - 5)
Select “Average” Criteria for Reference
Compare to Reference Criteria
Rank Concepts
Sum Weighted Scores
Combine and Improve
Remove Bad Features
Combine Good Qualities
Select Best Concepts
May Be More than One
Reflect on the Process
Continuous Improvement
Refer to textbook pages for talking points if necessary
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill

20. Example: Concept Scoring
Generated from Customer Needs – week 1
Functional or technology knowledge is the major stumbling block to Senior Design.  In many cases students do not have this knowledge yet and may have to revisit Pugh as their knowledge grows.  Again, emphasize the need for early prototype.
Need to revisit PUGH Matrix as your team’s knowledge base expands
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill

21. Final Winning Concept - DF
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.
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-6, Chapter 7, 3rd Edition, Irwin McGraw-Hill

22. Tips for Concept Development & Selection
When 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)?
Include ease of manufacture, reduced liability, and/or cost as criteria
Use concept development & selection process throughout SD1 and SD2

23. Concept Development & Selection Funnel
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill

24. Test Product Concepts Helps in further exploring concepts…
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
Build and Test Models and Prototypes
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
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 8-2, Chapter 8, 3rd Edition, Irwin McGraw-Hill

25. Practice Concept Development & Selection on SD1 Project
Continue Team Screening Stage and start Scoring Stage
Screening or Scoring Stages
Sample Excel Spreadsheet Available for PUGH
Rest of the Day
Prepare/Refine the Matrix
Rate Concepts
Rank Concepts
Combine and Improve
Select Best Concept
Reflect on the Process

26. Rest of the Day….
Start 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,
Combine and Improve, Remove Bad Features, Combine Good Qualities, Select Best Concepts
Refer 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 Scores
Refer to Exhibit 7-7
Get customer feedback, if possible

27. Next Week Complete concept selection process (quickly)
Begin system level design: architecture, sub-system definition, interface definition
Schedule and prepare for Design Review I

28. Weeks 5 - 7: Design Review I
30% of SD1 Grade
In-depth meeting(s) with Guide, Consultant(s), peers, customer(s), and appropriate experts
Minimize “presentation”, maximize value-added discussion (see Guidelines on EDGE)

29. Design Review I - Grading Rubric

30. Design Review I - Content
Discuss concept selection & improvement process
System-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 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 Guide
TEAM Goal: get useful feedback from reviewers