Last Homework assignment Complete the FSD. Due Today. Put on website and email a copy to me. Work on the Concept Generation portion of the CG&S Document for your Project. Email me with ~5 concept fragments for your actual project. We will discuss these in class on Tuesday.
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Last Homework assignment
Complete the FSD. Due Today. Put on website and email a copy to me.
Work on the Concept Generation portion of the CG&S Document for your Project.
Email me with ~5 concept fragments for your actual project. We will discuss these in class on Tuesday.
Read Chapter 7, Concept Selection in Ulrich and Eppinger
Decision Making 101
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
Concept Development Phase
Exhibit 2 Chapter 3 Ulrich & Eppinger
Filter and decide
Expand our thinking
The Two Stages of Concept Selection
Concept Screening: give relative score against a known benchmark design.
fast, approximate evaluation that produces several viable concepts.
Best used when quantitative comparisons are difficult.
Usually requires some sort of reference concept for relative evaluation.
Concept Scoring: weighted ranking of measurement criteria.
Used when only a few alternatives are being considered.
Required quantitative comparisons of concepts.
Can still be quite subjective due to choices of weights and ranks.
In both cases we use the Six Steps of Concept Selection
1. Prepare the selection matrix—choose the selection criteria.
2. Rate the concepts.
3. Rank the concepts.
4. Combine and improve concepts.
5. Select one or more concepts.
6. Reflect on the results and the process.
Evaluate against a reference
Give the concept a # score
Method 1--Concept Screening
Step 1--Preparing the Selection Matrix.
The choice of the selection matrix is key to the success of both Screening and Scoring.
Selection criteria should be independent.
Selection criteria should be chosen to differentiate among the concepts.
The criteria should be of the same relative worth.
Don’t get too many criteria.
Use industry comparisons if available.
Step 2--Rating Concepts
Use a relative score, +, 0, - or colored dots
rate against a reference
Step 3--Rank the Concepts
sum up the scores
rank the concepts by scores, highest to lowest.
Step 4--Combine and Improve the Concepts
Look at the results and see if there are ways to combine concepts
is there one bad feature that is degrading a good concept?
Innovative Directions Concept Generation
Innovative Directions Concept Screening example
Color coded stripes
New signs on campus
New building signs
Concept Screening continued
Step 5--Select One or More Concepts
Look for patterns and groupings of concepts.
Look for natural breakpoints among concepts.
Step 6--Reflect on the Results
try to get consensus among the team on the results.
Ask if the criteria reflects the critical customer needs.
Method 2--Concept Scoring
Step 1--Preparing the selection matrix.
In addition to the requirements for screening:
each criteria must be assigned a weight in relationship to its importance.
A good way of assigning weights is to allocate 100 percentage points across all criteria.
Or, importance values can be assigned, 1-9.
There are empirical methods of assigning weights, but more often they are determined by team consent.
Concept Scoring Matrix
Concept scoring, continued
Step 2--Rate the Concepts
assign a numerical value to each concept with respect to the criteria.
Use a wide scale to help differentiate among concepts. I.e. 1,3,9
Step 3--Rank the Concepts
ranking is done by multiplying the concept scores by the criteria weights.
Add up all the scores for each concept.
List the concepts by descending order.
Concept Scoring continued
Step 4--Combining and improving is similar to concept screening.
Step 5--Select one or more concepts
choose the highest ranking concepts
look for individuals scores where one criteria was significant to the total.
Decide whether the scoring was quantitative enough to make a decision.
Step 6--Reflect on the Results
this is again similar to screening, does the answer make sense.
In class exercise
Concept criteria are not independent
a set of criteria reflects a common need, resulting in too heavy a weighting.
For example, if you had three criteria relating to quality, and only one relating to cost, the sum of the quality scores would be spread over three criteria, while cost is concentrated in one criteria.
Criteria are too subjective. How do you deal with subjective criteria?
Cost must always be included in some form, because of the importance to the customer.
All teams use some form of selection, often it is implicit and unstructured.
Structured concept selection provides a level of objective measurement that can help differentiate between competing solutions.
Concept screening is useful for eliminating alternatives when you have a large number to consider.
Concept scoring is used to refine the selection when you have only a few choices.
Screening and scoring are not exact sciences.
Complete the Concept Generation and Scoring Document. Due at design review next week.
Be sure to cover all 5 of areas of the decision Matrix to insure that the reader will understand your thought process, and especially the assumptions that you are using. (see the document description on the ECEn 490 business website.)