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Concept Selection Methods Explained

The document discusses methods for choosing the best concept in a design process. It describes concept selection as an iterative process related to concept generation and testing. Several common methods for choosing a concept are described, including having an external entity decide, choosing a personal preference, using intuition without explicit criteria, multivoting, weighing pros and cons, and testing prototypes. A two-stage methodology is then outlined, involving concept screening followed by concept scoring. Both stages follow six steps to lead the team through rating, ranking, improving, selecting concepts, and reflecting on the results.

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132 views17 pages

Concept Selection Methods Explained

The document discusses methods for choosing the best concept in a design process. It describes concept selection as an iterative process related to concept generation and testing. Several common methods for choosing a concept are described, including having an external entity decide, choosing a personal preference, using intuition without explicit criteria, multivoting, weighing pros and cons, and testing prototypes. A two-stage methodology is then outlined, involving concept screening followed by concept scoring. Both stages follow six steps to lead the team through rating, ranking, improving, selecting concepts, and reflecting on the results.

Uploaded by

Sennettpan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd

Chapter 7

Concept Selection

Concept Selection
How can the team choose the best concept given that the designs are still quite abstract? How can a decision be made that the team can live with?

Concept Development Process

What is a Concept anyway?

What is a Concept anyway?

Iterative Process
Concept selection is an iterative process closely related to concept generation and testing.

All Teams Use Some Method For Choosing a Concept


The methods vary in their effectiveness and include the following: External decision: Concepts turned over to the customer, client, or some external entity for selection. Product champion: An influential team member chooses a concept based on personal preference.

All Teams Use Some Method For Choosing a Concept


Intuition: Explicit criteria or trade-offs are not used; concept just seems better. Multivoting: Each team member votes for several concepts; concept with the most votes is selected.

All Teams Use Some Method For Choosing a Concept


Pros and cons: The team lists the strength and weaknesses of each concept and makes a choice based upon group opinion. Prototype and test: The organization builds and tests prototypes of each concept, making a selection based upon test data. Decision matrices: The team rates each concept against prespecified selection criteria, which may be weighed.

Overview of 2-Stage Concept Selection Methodology


The first stage is called concept screening The second stage is called concept scoring Both stages -- concept screening and concept scoring, follow a six step process which leads the team through the concept selection activity.

Six Step Concept Selection Process


1.Prepare the selection matrix 2.Rate the concepts 3.Rank the concepts 4.Combine and improve the concepts 5.Select one or more concepts 6.Reflect on the results and the process

Concept Screening
Concept screening is based on a method developed by the late Stuart Pugh in the 1980s and is often called Pugh concept selection

Concept Screening Matrix

Concept Scoring
Concept scoring is used when increased resolution will better differentiate among competing concepts. In this stage, the team weighs the relative importance of the selection criteria and focuses on more refined comparisons with respect to each criterion.

Rate The Concepts

Concept Scoring Matrix

Decompose the selection criteria if necessary

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