EDGEEDGE™™

Concept Development & Concept Development & SelectionSelection

prepared by Prof. Margaret Bailey (ME)prepared by Prof. Margaret Bailey (ME)

Copyright © 2006 Rochester Institute of TechnologyAll rights reserved.

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Session OverviewSession Overview

• Introduce Concept Development & Introduce Concept Development & Selection ProcessSelection Process

• Explore Two-Stage MethodologyExplore Two-Stage Methodology• Demonstrate Above Steps on ExampleDemonstrate Above Steps on Example• Discuss Common Dysfunctions Discuss Common Dysfunctions • Apply Steps to Team SD1 ProjectApply Steps to Team SD1 Project

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Concept Development & SelectionConcept Development & Selection Session Learning ObjectivesSession Learning Objectives

1.1. Understand concept selection matrix - Understand concept selection matrix - one of the most widely used decision one of the most widely used decision tools in product development. tools in product development.

2.2. Reinforce importance of concept Reinforce importance of concept selection within product development selection within product development processprocess

3.3. Expose SD1 students to alternative Expose SD1 students to alternative methods for selecting product conceptsmethods for selecting product concepts

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Concept Development & Selection Concept Development & Selection ProcessProcess

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

IdentifyCustomer

Needs

EstablishTarget

Specifications

GenerateProduct

Concepts

SelectProduct

Concept(s)

Set Final

Specifications

PlanDownstreamDevelopment

MissionStatement Test

ProductConcept(s)

DevelopmentPlan

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 7-2, Chapter 7, 3, Exhibit 7-2, Chapter 7, 3rdrd Edition, Irwin McGraw-Hill Edition, Irwin McGraw-Hill

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Concept RatingsConcept Ratings

Selection CriteriaSelection CriteriaWinning Concept(s)Winning Concept(s)

Concept Development Concept Development & Selection Process& Selection Process

Goal: The goal is not to Goal: The goal is not to selectselect the the best concept but to best concept but to developdevelop the the

best concept by combining and/or best concept by combining and/or refiningrefining

ConceptsConcepts

Scre

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en

ing

Sta

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Scorin

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Scorin

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Concept Development & Selection Concept Development & Selection FunnelFunnel

concept generation

concept screening

concept scoring

concept testing

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 7-4, Chapter 7, 3, Exhibit 7-4, Chapter 7, 3rdrd Edition, Irwin McGraw-Hill Edition, Irwin McGraw-Hill

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Concept Selection ProcessConcept Selection Process

Prepare the MatrixPrepare the Matrix

Rate ConceptsRate Concepts

Rank ConceptsRank Concepts

Combine and ImproveCombine and Improve

Select Best ConceptSelect Best Concept

Reflect on the ProcessReflect on the Process

Screening Screening StageStage

Scoring StageScoring Stage

Prepare the MatrixPrepare the Matrix

Rate ConceptsRate Concepts

Rank ConceptsRank Concepts

Combine and ImproveCombine and Improve

Select Best ConceptSelect Best Concept

Reflect on the ProcessReflect on the Process

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Concept Selection Example:Concept Selection Example: Reusable Syringe Reusable Syringe

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 7-1, Chapter 7, 3, Exhibit 7-1, Chapter 7, 3rdrd Edition, Irwin McGraw-Hill Edition, Irwin McGraw-Hill

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Concept Selection Example:Concept Selection Example: Reusable Syringe Reusable Syringe

• Design an Design an improvedimproved, reusable syringe with , reusable syringe with precise dosage control for outpatient use.precise dosage control for outpatient use.– Current product was too costly and inaccurateCurrent product was too costly and inaccurate

• Seven criteria identified based on stake Seven criteria identified based on stake holder needsholder needs– Ease of Ease of handlinghandling, , useuse and and manufacturemanufacture– ReadabilityReadability of dose settings and of dose settings and accuracyaccuracy– DurabilityDurability and and portabilityportability

• Refer to Exhibit 7-3 for seven concepts Refer to Exhibit 7-3 for seven concepts proposedproposed

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Screening StageScreening Stage

• Prepare the Matrix – Prepare the Matrix – Pugh's METHODPugh's METHOD– CriteriaCriteria– Select Reference ConceptSelect Reference Concept

• Rate ConceptsRate Concepts– Scale (+ – 0)Scale (+ – 0)– Compare to Reference Concepts Compare to Reference Concepts

• Rank ConceptsRank Concepts• Combine and ImproveCombine and Improve

– Remove Bad FeaturesRemove Bad Features– Combine Good QualitiesCombine Good Qualities

• Select Best ConceptsSelect Best Concepts– May Be More than OneMay Be More than One– Beware of Average ConceptsBeware of Average Concepts

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Refer to Refer to Textbook Textbook Exhibit 7-5Exhibit 7-5

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Scoring StageScoring Stage

• Prepare the Matrix – Prepare the Matrix – Pugh's METHODPugh's METHOD– CriteriaCriteria– WeightingsWeightings

• Rate ConceptsRate Concepts– Scale (1 - 5) Scale (1 - 5) – Select “Average” Criteria for ReferenceSelect “Average” Criteria for Reference– Compare to Reference CriteriaCompare to Reference Criteria

• Rank ConceptsRank Concepts– Sum Weighted ScoresSum Weighted Scores

• Combine and ImproveCombine and Improve– Remove Bad FeaturesRemove Bad Features– Combine Good QualitiesCombine Good Qualities

• Select Best ConceptsSelect Best Concepts– May Be More than OneMay Be More than One– Beware of Average ConceptsBeware of Average Concepts

• Reflect on the ProcessReflect on the Process– Continuous ImprovementContinuous Improvement

Refer to Refer to Textbook Textbook Exhibit 7-7Exhibit 7-7

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Example: Concept ScoringExample: Concept ScoringConcepts

A DF E G+

Master Cylinder Lever Stop Swash Ring Dial Screw+

Selection Criteria Weight RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score

Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2

Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45

Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5

Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75

Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45

Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4

Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3

Total Score

Rank

Continue? No Develop No No

(reference)

2.75

4

3.45

1

3.10

2

3.05

3

Karl T. Ulrich and Steven D. Eppinger, 2004, Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Product Design and DevelopmentDevelopment, Exhibit 7-7, Chapter 7, 3, Exhibit 7-7, Chapter 7, 3rdrd Edition, Irwin McGraw-Hill Edition, Irwin McGraw-Hill

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Tips for Concept Development & Tips for Concept Development & SelectionSelection

• When possible, use objective rather When possible, use objective rather subjective criteriasubjective criteria

• Useful to identify strengths of concepts Useful to identify strengths of concepts that do not make it through that do not make it through screening/scoring stages – could these be screening/scoring stages – could these be incorporated on winning concept(s)?incorporated on winning concept(s)?

• Include ease of manufacture or cost as Include ease of manufacture or cost as criteriacriteria

• Use concept development & selection Use concept development & selection process throughout SD1 and SD2process throughout SD1 and SD2

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Practice Concept Development Practice Concept Development & Selection on SD1 Project& Selection on SD1 Project

• Begin Screening Stage based on SD1 Begin Screening Stage based on SD1 ProjectProject

Prepare the MatrixPrepare the Matrix

Rate ConceptsRate Concepts

Rank ConceptsRank Concepts

Combine and ImproveCombine and Improve

Select Best ConceptSelect Best Concept

Reflect on the ProcessReflect on the Process

Screening Screening StageStage Sample Sample

Excel Excel Spreadsheet Spreadsheet Available for Available for PUGH!PUGH!