Last Homework assignment

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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
  CGS Document for your Project.
• Email me with 10 concept fragments for your
  actual project. We will discuss these in class
  on Today.
• Read Chapter 7, Concept Selection in Ulrich and
  Eppinger

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Team Pythagoreans 01/27/09 Jonathon
Taylor Daniel Richins Jim Meaders Ryan West
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Lecture 7 Concept Selection
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Concept Development Phase
Phase 1
Phase 2
Phase 5
Phase 4
Phase 3
Concept Development
System-Level Design
Detail Design
Testing and Refinement
Production Ramp-up
Mission Statement
Development Plan
Establish Target Specs
Generate Product Concepts
Identify Customer Needs
Select a Product Concept
Concept Development
Exhibit 2 Chapter 3 Ulrich Eppinger
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Iterative Process of Screening and Scoring
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• Every team uses some method of decision making.
  Common methods include
• External decision let someone else decide,
  customer, client, etc.
• Product Champion an influential team member
  chooses the concept.
• Intuition subjective criteria are used to
  decide. It just feels better.
• Multi-voting team members vote for their
  favorite.
• Pros and Cons team list strengths and
  weaknesses and choose based on opinions.
• Prototype and test team builds several units
  and decision is based on results.
• Decision matrices team rates each concept
  against defined selection criteria.

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• Benefits of using decision matrices
• A customer focused approach concepts are
  evaluated against customer-oriented criteria.
• More competitive designs concepts are
  benchmarked against best-in-class designs.
• Reduced development time using a structured
  approach develops a common vision and language
  for the design team.
• Better group decision making the decision is
  more likely to be based on objective criteria.
• Documentation of the decision process the
  method provides its own documentation.

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Caution

• Concept Scoring and Screening matrices are only
  used on those few (less than 5) design problems
  that will make a significant difference in the
  outcome of your project.
• You dont need the formality of concept scoring
  and screening for obvious design choices or those
  that are dictated by the preferred solution.

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• 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.

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• In both cases we use the Six Steps of Concept
  Selection
• 1. Prepare the selection matrixchoose 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
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Method 1--Concept Screening
Product Concepts
A
B
C
E
F
Selection Criteria
Criteria 1
Criteria 2
Criteria 3
Sum/Rank
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Concept Screening
Concept Ratings
Concepts
A
B
C
E
F
Criteria
Criteria 1
Criteria 2
Criteria 3
Sum/Rank
A reference
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• 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.
• Dont get too many criteria.
• Use industry comparisons if available.

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• Concept Screening matrix
• Start with the selection criteria.
• Where are you going to get the selection
  criteria?
• These are the key attributes or features of the
  product as determined in the FSD.

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• Next develop the list of concepts that you are
  considering for the solution
• This list is the output of the concept generation
  exercise.
• Prune the list using intuitive methods to a
  manageable number of concepts to consider.
• Each concept should be a solution to the same
  problem.

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• Concept Screening
• 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?

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In-Class Exercise

• Your team is working for Innovative Directions
  
• You have been given the assignment to work with
  BYU on a special project.
• Your team has been assigned this task
• Design and build an economical solution which
  will make it easy for those unfamiliar with the
  BYU campus to find their way around.

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Innovative Directions Concept Generation

• What would be some of the possible solutions for
  providing campus directions?
• Physical map
• Downloadable map
• New signs on campus
• New building signs
• Color coded strips on the sidewalks

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Innovative Directions Concept Screening example
What would some good screening criteria for
choosing the best alternative for the Innovative
Directions example?

• Criteria
• Cost of the solution
• Ease of use
• Portability
• Accuracy of data
• Cost of development
• Availability of solution

What would be a good benchmark concept?
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Concept Screening
Concepts
Color coded stripes on walks
New signs on campus
New building signs
Downloadable Map
Physical Map
Criteria
Ease of Use
Availability of information
Cost
Sum/Rank
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• 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.

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• 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.

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• Concept Scoring Matrix

Concepts
Concept A
Concept B
Concept C
Concept D
Criteria
Weight
Criteria 1 Criteria 2 Criteria 3
X Y Z
1 3 9
1X 3Y 9Z
100
Totals
Sum
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• 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.

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• 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.

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• In class exercise
• Develop a scoring matrix for the criteria that
  you developed in Exercise 1.
• Give relative weights to the criteria and design
  a scoring definition for the ranking.
• How does this help with the evaluation of the
  criteria?

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In class exercise
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• Potential problems
• 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.

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• Summary
• 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.

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• Homework
• Complete the Concept Generation and Scoring
  Document. Due Tues Sept 29th.
• Be sure to add enough detail and explanation to
  the document 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.)

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• Critical parts of the body of the CGS document.
  You need a written section for each of the
  following
• Description of the alternatives considered
• Discussion of the decision criteria why were
  they chosen? why they are important? These
  should come directly from the customer needs/FSD.
• The thought process that resulted in the
  weighting factors. This should be heavily driven
  by the FSD prioritized needs.
• An analysis of the process of scoring. Why did
  you choose the various scores?
• Review your results.

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