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CONCEPTUALIZATION

MEM531
INTEGRATED PRODUCT DESIGN 1

5.2 CONCEPT SELECTION

Concept Evaluation & Selection

Concept selection is the process of evaluating concepts with


respect to customer needs and other criteria, comparing the relative
strengths and weaknesses of the concepts and selecting one or
more concepts for further investigation, testing or development.

Concept selection methods that may be used:

External decision
Product champion
Intuition
Multi-voting
Pros and cons
Prototype and test
Decision matrices

Concept Screening

Based on a method called Pugh Concept Selection.


Aimed to narrow down the number of concepts quickly and to
improve the concepts.
Steps in generating this Pugh Concept Selection:
1.

Prepare the selection matrix


Choose the inputs (concepts and criteria) that the concepts will
be evaluated based on the criteria product specifications &
customer needs.
Arrange the criteria along the left-hand side and the concepts
along the top of the matrix table.
Choose a datum/reference concept.

2.

Rate the concepts


A three-level scale is use to rate the concepts; better (+), worse
(-) or same (0).

The reference concept (datum) is used to compare the concepts


regarding the given criteria.

3.

Rank the concepts


Sum up the better (+), worse (-) or same (0) ratings.

4.

Combine and improve the concepts


Reconsider if there are ways to combine and improve certain
concepts.
Focus on concepts having worse (-) ranks in the matrix.

5.

Select one or more concepts


If more than one concept is selected, a further review regarding
the concepts can be made.
Beware of average concepts.

6.

Reflect on the results and the process


Check back if the outcome obtained from the process is ok or
not (questioning back) any missing criteria?
C ON C EPT V A RIAN TS

S EL ECT IO N
C RITERIA
E a s e o f H a n d li n g
E as e o f U s e
N u m b e r R e a d a b i li ty
D o s e Me te ri n g
L o a d H a n d l in g
Ma n u fa ctu rin g Ea s e
P o rta b i li ty
P L U SE S
S AMES
MIN U S ES
N ET
R AN K
C O N T IN U E?

0
0
0
+
0
+
+
3
4
0
3
1
Ye s

0
+
0

+
2
3
2
0
3
Ye s

+
+
0

2
1
4
2
7
No

0
0
0
+
0
0

1
5
1
0
5
No

0
0
+
+
0
0
0
2
5
0
2
2
Ye s

+
0
0
+

2
2
3
1
6
No

0
+
+
0
0

2
3
2
0
4
Ye s

REF .
0
0
0
0
0
0
0

Criteria

Datum

Concepts

Rate the
criteria
comparing
it with the
datum
Evaluate
the ratings

Concept Scoring

Also known as the Weighted Decision Matrix.


Used when increased resolution will better differentiate among
competing concepts.
Weighting factors:
A 5-point scale (0-4) knowledge of the criteria is not very
detailed.
An 11-point scale (0-10) the information is more detail.
A set of weighting factor that sum to 1 (%)
wi = 1.0 and 0 wi 1
The evaluation steps are quite similar to Pugh concept selection
method but sometimes without any reference concept/datum.

Concepts
A
(reference)
Master Cylinder

DF

Lever Stop

G+

Swash Ring

Dial Screw+

Weight

Rating

Weighted
Score

5%

0.15

0.15

0.2

0.2

Ease of Use

15%

0.45

0.6

0.6

0.45

Readability of Settings

10%

0.2

0.3

0.5

0.5

Dose Metering Accuracy

25%

0.75

0.75

0.5

0.75

Durability

15%

0.3

0.75

0.6

0.45

Ease of Manufacture

20%

0.6

0.6

0.4

0.4

Portability

10%

0.3

0.3

0.3

0.3

Selection Criteria
Ease of Handling

Total Score
Rank
Continue?

Rating

Weighted
Score

Rating

Weighted
Score

Rating

Weighted
Score

2.75

3.45

3.10

3.05

No

Develop

No

No

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