Concept Development & Selection

prepared by Prof. Margaret Bailey (ME)

Copyright © 2006 Rochester Institute of Technology

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All rights reserved.
 Session Overview
• Introduce Concept Development &
Selection Process
• Explore Two-Stage Methodology
• Demonstrate Above Steps on Example
• Discuss Common Dysfunctions
• Apply Steps to Team SD1 Project

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 Concept Development & Selection
Session Learning Objectives
1. Understand concept selection matrix - one
of the most widely used decision tools in
product development.
2. Reinforce importance of concept selection
within product development process
3. Expose SD1 students to alternative methods
for selecting product concepts

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 Concept Development & Selection Process

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and

Development, Exhibit 7-2, Chapter 7, 3rd Edition, Irwin McGraw-Hill

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 Concept Development &
Selection Process

Concept Ratings

Screening

Scoring
Winning Concept(s)
Stage

Stage
Selection Criteria

Concepts

Goal: The goal is not to select the best

concept but to develop the best concept
by combining and/or refining
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 Concept Development & Selection
Funnel

concept generation
concept screening
concept scoring
concept testing
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Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill
 Concept Selection Process

Screening Stage Scoring Stage

Prepare the Matrix Prepare the Matrix

Rate Concepts Rate Concepts
Rank Concepts Rank Concepts
Combine and Improve Combine and Improve
Select Best Concept Select Best Concept
Reflect on the Process Reflect on the Process
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 Concept Selection Example:
Reusable Syringe

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Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill
 Concept Selection Example:
Reusable Syringe
• Design an improved, reusable syringe with
precise dosage control for outpatient use.
– Current product was too costly and inaccurate
• Seven criteria identified based on stake
holder needs
– Ease of handling, use and manufacture
– Readability of dose settings and accuracy
– Durability and portability
• Refer to Exhibit 7-3 for seven concepts
proposed
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 Screening Stage
• Prepare the Matrix – Pugh's METHOD
– Criteria
– Select Reference Concept
• Rate Concepts
– Scale (+ – 0)
– Compare to Reference Concepts
Refer to
• Rank Concepts
• Combine and Improve
Textbook
– Remove Bad Features
– Combine Good Qualities
Exhibit 7-5
• Select Best Concepts
– May Be More than One
– Beware of Average Concepts
• Reflect on the Process
– Continuous Improvement

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 Scoring Stage
• Prepare the Matrix – Pugh's METHOD
– Criteria
– Weightings
• Rate Concepts
– Scale (1 - 5)
– Select “Average” Criteria for Reference Refer to
– Compare to Reference Criteria
• Rank Concepts
– Sum Weighted Scores
Textbook
• Combine and Improve
– Remove Bad Features
Exhibit 7-7
– Combine Good Qualities
• Select Best Concepts
– May Be More than One
– Beware of Average Concepts
• Reflect on the Process
– Continuous Improvement

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 Example: Concept Scoring
Conce pts
A DF E G+
(re fe re nce )
M as ter Cylinde r Le ve r Stop Sw as h Ring Dial Scre w +

Weighted Weighted Weighted Weighted

Se le ction Crite ria Weight Rating Score Rating Score Rating Score Rating 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 2.75 3.45 3.10 3.05
Rank 4 1 2 3
Continue? No Develop No No

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Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill
Tips for Concept Development & Selection

• When possible, use objective rather

subjective criteria
• Useful to identify strengths of concepts that
do not make it through screening/scoring
stages – could these be incorporated on
winning concept(s)?
• Include ease of manufacture or cost as
criteria
• Use concept development & selection process
throughout SD1 and SD2
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 Practice Concept Development &
Selection on SD1 Project
• Begin Screening Stage based on SD1 Project

Screening Stage
Sample Excel
Prepare the Matrix
Spreadsheet
Rate Concepts Available for
Rank Concepts
Combine and Improve
PUGH!
Select Best Concept
Reflect on the Process
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