Chapter 6: Establishing Product

Function and Concept Generation

BITS Pilani
Pilani | Dubai | Goa | Hyderabad
Dr. Nitin Kotkunde
 Pr o d u c t D e v e l o p m e n t Pr o c e ss

DE G531 – P R O D U C T D E S I GN 2 BITS-Pilani, Hyderabad Campus

 T h i n ki n g Pr o c e sse s th a t L e a d to C r e a ti ve
Ideas
• Aids to Creative Thinking: • Creative thinking process
– Develop a creative attitude

– Unlock your imagination

– Be persistent

– Develop an open mind

– Suspend your judgment
– Set problem boundaries

DE G531 – P R O D U C T D E S I GN 3 BITS-Pilani
 Ba r r i e r s to C re a ti ve Th i n ki n g
Perceptual Emotional Blocks Cultural Blocks Intellectual Blocks Environmental
Blocks Blocks
Stereotyping Fear of risk taking Set of pattern Poor choice of Physical
problem-solving environment
language or problem
representation
Information Unease with chaos tradition bound Memory block Criticism
overload and are reluctant
to change
Limiting the Unable or unwilling Countries even Insufficient
problem to incubate new differ in their knowledge base
unnecessarily ideas attitudes toward
Fixation Motivation Incorrect information
Priming or
provision of cues

DE G531 – P R O D U C T D E S I GN 4 BITS-Pilani
 C re a ti ve Th in ki n g M e th o d s

DE G531 – P R O D U C T D E S I GN 5 BITS-Pilani
 I n t u i ti ve M e th o d s

• Brainstorming:

• Brainwriting:

• 6-3-5 Method:

• Collaborative Sketching (C-Sketch) method:

• Affinity diagram

• Concept maps:

DE G531 – P R O D U C T D E S I GN 6 BITS-Pilani
 M e t h o d s to i m p r o vin g b r a i n sto r m i n g s e ss io n s

• Stick to the rules

• Pay attention to everyone’s ideas

• Include both individual and group approaches

• Take breaks

• Do not rush

• Stay persistent

• Facilitate the session

DE G531 – P R O D U C T D E S IG N 7 BITS-Pilani, Hyderabad Campus

 C h a l l e n g e s to e ffe c ti ve g r o u p b r a i n sto r m i n g

• Blocking

• Collaborative fixation

• Evaluation apprehension

• Personality characteristics

• Social matching

DE G531 – P R O D U C T D E S IG N 8 BITS-Pilani, Hyderabad Campus

 6 -3 - 5 Br a in wr i ti n g

• It is fundamental to assure that all participants share a deep

background knowledge on the topic of the brainwriting session.

• One of the main advantages of using 6-3-5 brainwriting is that it

is a very straightforward method and therefore is easy and quick
to learn.

• Issues in clarity of ideas.

• Stress due to time constraints might cause quality of ideas to

decrease.

• Risk of clash of similar ideas.

DE G531 – P R O D U C T D E S IG N 9 BITS-Pilani, Hyderabad Campus

 Affi n ity d ia g r a m ( KJ M e th o d )

• The affinity diagram is a business tool used to organize ideas and data.

• The tool is commonly used within project management and allows large numbers of ideas
stemming from brainstorming to be sorted into groups, based on their natural relationships, for
review and analysis.

DE G531 – P R O D U C T D E S IG N 10 BITS-Pilani, Hyderabad Campus

 Affi n ity d ia g r a m ( KJ M e th o d )

DE G531 – P R O D U C T D E S IG N 11 BITS-Pilani, Hyderabad Campus

 D i re ct o r L o g i ca l M e th o d

• Functional decomposition:

• Morphological Method:

• Theory of Inventive Problem Solving (TRIZ / TIPS):

DE G531 – P R O D U C T D E S I GN 12 BITS-Pilani
 F u n cti o n a l De co m p o si tio n a n d Sy n th e sis

DE G531 – P R O D U C T D E S I GN 13 BITS-Pilani
 F u n cti o n a l De co m p o si tio n a n d Sy n th e sis

• “If one generate one idea it will probably be a poor idea; if one generates many ideas, one
good idea might exist for further development” (Ullman, 1992).
• The emphasis is on attaining a correct description of what the product is to do as a system
of functions.
• Functional modeling provides a basis for organizing the design team, tasks, and process.
• Derived or generated directly from the customer needs.
• The function defines clear boundaries to associate assemblies or subassemblies of the
final design solutions.

DE G531 – P R O D U C T D E S I GN 14 BITS-Pilani, Hyderabad Campus

 F u n cti o n a l De co m p o si tio n a n d Sy n th e sis

• Primary functions, secondary functions and constrains.

• What is function?
• A function of a product is a statement of a clear, reproducible relationships between the
available input and the desired output of a product, independent on any particular form.
• It is simplest representation of the product.
• Usually just a “an active verb and Noun” Examples “ Chop beans”, “ Clip nails”

• The next step is to decompose the functions into various sub-functions

• The relation between the various sub-functions and functions are often governed by
constrains or input – output relations.

DE G531 – P R O D U C T D E S I GN 15 BITS-Pilani, Hyderabad Campus

 F u n cti o n a l De co m p o si tio n a n d Sy n th e sis

• Abstraction:
• It is the process of ignoring what is particular or incidental and emphasizing what is
general and essential.

• Generic black box method:

• Constrain: It is set of clear criterion that must be satisfied by a product.

Input Product Function Output

DE G531 – P R O D U C T D E S I GN 16 BITS-Pilani, Hyderabad Campus

 Si m p l e A p p r o a c h : Fu n ctio n Tr e e s

• FAST Method (Top-down approach)

• Subtract and operate Method (Bottom-up approach)

How Why

DE G531 – P R O D U C T D E S I GN 17 BITS-Pilani, Hyderabad Campus

 Subtract and operate Method

DE G531 – P R O D U C T D E S I GN 18 BITS-Pilani, Hyderabad Campus

 Black Box Method

Energy Energy

Material Product represented as a Material

Function Systems
Signal Signal

Finger force Sound KE in

hand motion nail
Finger nail, Remove excess length Cut nail, hand,
hand, debris debris
Long nail,
on finger nails
Good
hang nail, appearing
rough nail
DE G531 – P R O D U C T D E S I GN 19 BITS-Pilani, Hyderabad Campus
 M o d e l l in g Pr o ce ss : s te p s

• Phase-I: Develop process descriptions as “Activity diagram”

• Phase-II: Formulate sub-functions through task listing

• Phase-III: Aggregate sub-functions into a refined function structure

• Phase-IV: Validate the functional decomposition

DE G531 – P R O D U C T D E S I GN 20 BITS-Pilani, Hyderabad Campus

 Ph a se - I: A ctivi ty d ia g r a m

DE G531 – P R O D U C T D E S I GN 21 BITS-Pilani, Hyderabad Campus

 Ph a se - II: Fo r m u l a te su b - fu n ctio n s th r o u g h ta sk l i st in g

DE G531 – P R O D U C T D E S I GN 22 BITS-Pilani, Hyderabad Campus

 St e p s fo r Bl a c k Bo x M e th o d

DE G531 – P R O D U C T D E S I GN 23 BITS-Pilani, Hyderabad Campus

 St e p s fo r Bl a c k Bo x M e th o d

DE G531 – P R O D U C T D E S I GN 24 BITS-Pilani, Hyderabad Campus

 St e p s fo r Bl a c k Bo x M e th o d

DE G531 – P R O D U C T D E S I GN 25 BITS-Pilani, Hyderabad Campus

 F u n cti o n Str u ctu r e : F i n g e r n a i l cl i p p e r

DE G531 – P R O D U C T D E S I GN 26 BITS-Pilani, Hyderabad Campus

 Ex a m p l e s

Dish washer

Mechanical Pencil
DE G531 – P R O D U C T D E S I GN 27 BITS-Pilani, Hyderabad Campus
 Ad va n ta g e s o f fu n cti o n d e c o m p o si ti o n

• It provide basis for organizing the design team, tasks and process.

• Functions or sub-functions may be directly derived from customer requirements.

• Creativity is enhanced by the ability to decompose the problems.

• It provides a natural forum to abstracting a design tasks.

• By mapping customer needs first to function and then to form, more solutions
may be systematically generated.
• It will facilitate the concurrent engineering process.

DE G531 – P R O D U C T D E S I GN 28 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l An a l ysi s

• The morphological method essentially is nothing more than an orderly way of looking at things.

• Morphological charts originate from the concept of the n-dimensional morphological box (Zwicky
box-1948).

DE G531 – P R O D U C T D E S I GN 29 BITS-Pilani, Hyderabad Campus

 St e p s In vo lv e d i n M o r p h o lo g i ca l A n a l ys is

• In the first step of the integral design method, the individual designer makes a list of what he/she
considers to be the most important functions that need to be fulfilled based on the design brief.

• The morphological charts are formed as each designer translates the main goals of the design
task, derived from the program of demands, into functions and aspects. This is then inserted into
the first column of the morphological chart.

• In the second step of the process, the designer adds the possible part-solutions to the related
rows of the functions/aspects of the first column. Based on the given design task, each design
team member approaches the problem according to his/her active perception, memory,
knowledge, and needs.

DE G531 – P R O D U C T D E S I GN 30 BITS-Pilani, Hyderabad Campus

 St e p s In vo lv e d i n M o r p h o lo g i ca l A n a l ys is

• These individual morphological charts can then be combined by the design team to form one
morphological overview.

• First, in step three, functions and aspects are discussed and then the team decides which
functions and aspects will be placed in the morphological overview.

• Then, in step 4, all participants of the design team can contribute their solutions for these
functions and aspects by filling in the rows within the morphological overview.

• Putting the morphological charts together enables individual perspectives from each discipline to
be put forward, which in turn highlights the implications of design choices for each discipline.

DE G531 – P R O D U C T D E S I GN 31 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l An a l ysi s

DE G531 – P R O D U C T D E S I GN 32 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l An a l ysi s

DE G531 – P R O D U C T D E S I GN 33 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l An a l ysi s

DE G531 – P R O D U C T D E S I GN 34 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l M e th o d : Exa m p l e

DE G531 – P R O D U C T D E S I GN 35 BITS-Pilani, Hyderabad Campus

 M o r p h o l o g i ca l M e th o d : Exa m p l e

DE G531 – P R O D U C T D E S I GN 36 BITS-Pilani, Hyderabad Campus

 T h e o r y o f In ve n tive Pr o b l e m So lvi n g ( TIPS
o r TR IZ )
• A Russian acronym: Theoria Resheneyva Isobretatelskehuh Zadach

• (Theory of Inventive Problem Solving)

DE G531 – P R O D U C T D E S I GN 37 BITS-Pilani, Hyderabad Campus

 TRIZ

• These three categories are “ identifying conflicts and solving them with known
physical principles,” “ identifying new principles,” and identifying new product
functions and solving them with known or new principles.”
• Altshuller observed a number of trends in historical invention.

• Evaluation of engineering system is done by same pattern, independent of

engineering discipline.
• Conflicts (contradictions) are the key drivers for product invention.

• Compromises is unacceptable.

DE G531 – P R O D U C T D E S I GN 38 BITS-Pilani, Hyderabad Campus

 TRIZ

• TIPS (TRIZ) is based on two basic principles

1. Somebody, sometime, somewhere has already solved your problem or one similar to it.
Creativity means finding that solution and adapting it to the current problem.
2. Don’t accept contradictions. Resolve them.

DE G531 – P R O D U C T D E S I GN 39 BITS-Pilani, Hyderabad Campus

 En g i n e e r i n g P a r a m e te r s ( 3 9 )
1. Weight of moving object 18. Temperature 33. Complexity of device
2. Weight of nonmoving object 19. Brightness 34. Complexity of control
3. Length of moving object 20. Energy spent by moving object 35. Level of automation
4. Length of nonmoving object 18. Power 36. Productivity
5. Area of moving object 19. Waste of energy
6. Area of nonmoving object 20. Waste of substance
7. Volume of moving object 21. Loss of information
8. Volume of nonmoving object 22. Waste of time
9. Speed 23. Amount of substance
10.Force 24. Reliability
25. Accuracy of measurement
11. Tension, pressure
26. Accuracy of manufacturing
12.Shape
27. Harmful factors acting on object
13.Stability of object 28. Harmful side effects
14.Energy spent by nonmoving object 29. Manufacturability
15. Strength 30. Convenience of use
16. Durability of moving object 31. Repairability
17. Durability of nonmoving object 32. Adaptability

DE G531 – P R O D U C T D E S I GN 40 BITS-Pilani, Hyderabad Campus

 I n v e n ti ve Pr in ci p l e s ( 4 0 )
1. Segmentation
2. Extraction, Separation, Removal, Segregation
3. Local Quality
4. Asymmetry
5. Combining, Integration, Merging
6. Universality, Multi-functionality
7. Nesting
8. Counterweight, Levitation
9. Preliminary anti-action, Prior counteraction
10. Prior action
11. Cushion in advance, compensate before
12. Equipotentiality, remove stress
13. Inversion, The other way around
14. Spheroidality, Curvilinearity
15. Dynamicity, Optimization
16. Partial or excessive action
17. Moving to a new dimension
18. Mechanical vibration/oscillation
19. Periodic action
20. Continuity of a useful action
DE G531 – P R O D U C T D E S I GN
21. Rushing through
22. Convert harm into benefit, "Blessing in disguise"
23. Feedback
24. Mediator, intermediary
25. Self-service, self-organization
26. Copying
27. Cheap, disposable objects
28. Replacement of a mechanical system with 'fields'
29. Pneumatics or hydraulics:
30. Flexible membranes or thin film
31. Use of porous materials
32. Changing color or optical properties
33. Homogeneity
34. Rejection and regeneration, Discarding and recovering
35. Transformation of the physical and chemical states of an
object, parameter change, changing properties
36. Phase transformation
37. Thermal expansion
38. Use strong oxidizers, enriched atmospheres, accelerated
oxidation
39. Inert environment or atmosphere
40. Composite materials
41 BITS-Pilani, Hyderabad Campus
 T R I Z Ex a m p l e

• Statement: Bullet proof vests should be strong, but not

heavy.

• Step 1 – Identify the contradiction(s): Strength (improves)

versus Weight (worsens)

• Step 2 – Look at the list of features and identify those

important to your contradiction.

Strength – #14 Weight – #2

DE G531 – P R O D U C T D E S I GN 42 BITS-Pilani, Hyderabad Campus

 T R I Z Ex a m p l e
1 Segmentation
Principle 27: Cheap short-living objects
26 Copying
• Replace an inexpensive object with a multiple
27 Cheap short living
of inexpensive objects, comprising certain
40 Composite materials qualities (such as service life, for instance).

Principle 1: Segmentation
Principle 40: Composite materials
• Divide an object into independent parts.
• For lighter-weight, stronger vests, the use of
• Make an object easy to disassemble.
composites is an active area of research.
Principle 26: Copying
• Polymers (Kevlar) reinforced with carbon
• Instead of an unavailable, expensive, fragile
nanofibers are currently being investigated as a
object, use simpler and inexpensive copies.
strong lightweight alternative to steel for structural
• Replace an object, or process with optical materials.
copies.
DE G531 – P R O D U C T D E S I GN 43 BITS-Pilani, Hyderabad Campus
 T R I Z Ex a m p l e

• Iron product to remove the wrinkles:

Conflicts is we desired heavy iron to remove the wrinkles from the cloths but we do
not want a heavy iron due to the impact on ergonomics.
 8 – Principle of counterweight: Attach an object with lifting power or use the interactions
with the environment, e.g. aerodynamic lift.
 1 – Principle of segmentation: Divide the object into independent parts that are easy to
dissemble, increase the degree of segmentation as much as possible.
 37 – Application of thermal expansion: Use expansion or contraction of material by heat.
Use materials with different coefficient of thermal expansion.
 18 – Use of mechanical vibration: Make the object vibrate. Increase the frequency of
vibration.

DE G531 – P R O D U C T D E S I GN 44 BITS-Pilani, Hyderabad Campus

 T R I Z Ex a m p l e

• Airbags need to inflate before contacting occupants to prevent forward motion.

We would like to inflate the air bags faster while decreasing the adverse effects.
– Principle 16: Partial or Excessive Action Use a lower powered air bag. By using less
power the acceleration of the bag is less, and injuries will be reduced. Use smaller air
bags with higher power. These bags will reach full inflation sooner.
– Principle 21: Rushing Through Inflate the air bag faster than current practice.

– Principle 40: Composite materials Airbag material that can’t grab skin as it is deployed

DE G531 – P R O D U C T D E S I GN 45 BITS-Pilani, Hyderabad Campus

 Pr o d u c t D e v e l o p m e n t Pr o c e ss

DE G531 – P R O D U C T D E S I GN 46 BITS-Pilani, Hyderabad Campus

 Pu g h C o n ce p t S e l e c ti o n
Choose the criteria for evaluation

Formulate the decision matrix

Clarify the design concepts

Choose the datum concept

Run the matrix

Evaluate the ratings

Establish a new datum and rerun the matrix

Examine the selected concepts for improvement opportunities

DE G531 – P R O D U C T D E S I GN 47 BITS-Pilani, Hyderabad Campus

 Pu g h c o n c e p t se l e cti o n : Exa m p l e
• Improvement of on/off switch in a right-angle drill:

• Concept A is a modest change to the

existing switch, and will be the DATUM.
• Concept B adds three buttons for on/off/
and reverse.
• Concept C is a track and slider design.
• Concept D is an add-on accessory to make
it easier to operate the existing switch.

DE G531 – P R O D U C T D E S I GN 48 BITS-Pilani, Hyderabad Campus

 Pu g h c o n c e p t se l e cti o n : Exa m p l e

• The highest-ranking design, an add-on

attachment that makes it easier to operate the
switch, has two negatives, poorer aesthetic
appeal and poor ergonomics (comfort to the
hand).
• Design D provides force amplification, but it is
not easy on the ligaments in the fingers.
• The next ranking design, the track and slider
design, has only a single minus for
“availability of materials.”

DE G531 – P R O D U C T D E S I GN 49 BITS-Pilani, Hyderabad Campus

Ex a m p l e : C o ffe e M i l l
• Evaluation of cleaning function of coffee mill:

DE G531 – P R O D U C T D E S I G N 50 BITS-Pilani
Ex a m p l e : C o ffe e M i l l

DE G531 – P R O D U C T D E S I G N 51 BITS-Pilani
Ex a m p l e : C o ffe e M i l l

DE G531 – P R O D U C T D E S I G N 52 BITS-Pilani
Ex a m p l e : Br e a d To a ste r

DE G531 – P R O D U C T D E S I G N 53 BITS-Pilani
Ex a m p l e : Br e a d To a ste r

Step 1: Identified set of criteria for evaluation

DE G531 – P R O D U C T D E S I G N 54 BITS-Pilani
Ex a m p l e : Br e a d To a ste r

Step 2: Select one concept as a datum

DE G531 – P R O D U C T D E S I G N 55 BITS-Pilani
Ex a m p l e : Br e a d To a ste r

Step 3: Compared all the concepts with respect

to datum concept.

DE G531 – P R O D U C T D E S I G N 56 BITS-Pilani
We ig h te d D e c is i o n M a tr i x
• The weighted decision matrix is a powerful quantitative technique. It evaluates a set of choices
(for example, ideas or projects) against a set of criteria you need to take into account. 

• It also is known as the "prioritization matrix" or "weighted scoring model". No need to get
confused.

• Procedure:
– List different choices

– Determine influencing criteria

– Rate your criteria

– Rate each choice for each criterion
– Calculate the weighted scores
– Calculate the total scores
– Make your decision
DE G531 – P R O D U C T D E S I G N 57 BITS-Pilani
 We ig h te d D e c is i o n M a tr i x

DE G531 – P R O D U C T D E S I GN 58 BITS-Pilani, Hyderabad Campus

 We ig h te d D e c is i o n M a tr i x

DE G531 – P R O D U C T D E S I GN 59 BITS-Pilani, Hyderabad Campus

 We ig h te d D e c is i o n M a tr i x
• Four preliminary designs for sport-utility vehicles had the characteristics listed in
below Table. Appropriate weighing factor is selected based on objective tree. Using the
weighted decision matrix, which design looks to be the most promising?
Characteristics Parameter Design A Design B Design C Design D

Gas mileage Miles per gal 20 16 15 20

Range Miles 300 240 260 400

Ride comfort Rating Poor Very Good Good Fair

Ease to convert to 4- Rating Very Good Good Good Poor

wheel drive
Load Capacity Kg 1000 700 1000 600

Cost of repair Avg. of 5 parts $700 $625 $600 $500

DE G531 – P R O D U C T D E S I GN 60 BITS-Pilani, Hyderabad Campus

 An a l yti c Hi e r a r ch y P r o c e ss ( AH P)

• The Analytic Hierarchy Process (AHP) is a problem-solving methodology for

making a choice from among a set of alternatives when the selection criteria
represent multiple objectives, have a natural hierarchical structure, or consist of
qualitative and quantitative measurements.
• AHP builds upon the mathematical properties of matrices for making consistent
pairwise comparisons.
• AHP is a decision analysis tool that is used throughout a number of fields in
which the selection criteria used for evaluating competing solutions that do not
have exact, calculable outcomes.

DE G531 – P R O D U C T D E S I GN 61 BITS-Pilani, Hyderabad Campus

 An a l yti c Hi e r a r ch y P r o c e ss ( AH P)

• AHP is relevant for choice problems in the following categories:

• Comparing untested concepts

• Structuring a decision-making process for a new situation

• Evaluating non commensurate trade-offs

• Performing and tracking group decision making

• Integrating results from different sources (e.g., analytical calculations, HOQ
relative values, group consensus, and expert opinion);
• Performing strategic decision making.

DE G531 – P R O D U C T D E S I GN 62 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss

• AHP leads a design team through the calculation of weighting factors for decision criteria
for one level of the hierarchy at a time.

• AHP also defines a pairwise, comparison based method for determining relative ratings for
the degree to which each of a set of options fulfills each of the criteria.

• Let us take a crane hook example:

1. Material cost

2. Manufacturing cost
3. Reparability

4. Durability

5. Reliability

6. Time to produce.
DE G531 – P R O D U C T D E S I GN 63 BITS-Pilani, Hyderabad Campus
 AH P Pr o c e ss

DE G531 – P R O D U C T D E S I GN 64 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss

• The rating of pair A to pair B is the reciprocal of the rating of pair B to A. That
means if it is determined that A is strongly more important than B, the rating of A
to B is set as 5. This makes the rating of B to A 1/5 or 0.20.
• AHP Process:

• Complete criteria comparison matrix [C] using 1–9 ratings described.

• Normalize the matrix [C] to give [NormC].

• Average row values. This is the weight vector {W}.

• Perform a consistency check on [C].

DE G531 – P R O D U C T D E S I GN 65 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss
• The matrix [C] is square with n rows
and columns, n being the number of
selection criteria.
• The matrix is constructed one
pairwise comparison at a time.
• The diagonal entries are all 1
because comparing (A) with (A)
means they are of equal importance.
• Once [C] is complete, the matrix
entries are normalized by dividing
each column cell by the column sum.
• Average each row to calculate a
candidate set of criteria weights
shown in vector {W}.

DE G531 – P R O D U C T D E S I GN 66 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss

DE G531 – P R O D U C T D E S I GN 67 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss
Consistency Check Process for AHP Comparison Matrix [C]:
– As the number of criteria increases, it is difficult to assure consistency. That is why the
AHP process includes a consistency check on [C]. The process is as follows:
1. Calculate weighted sum vector, {Ws} = [C] × {W}

2. Calcúlate consistency vector, {Cons} = {Ws}/{W}

3. Estimate λ as the average of values in {Cons}

4. Evaluate consistency index, CI = (λ – n) / (n - 1)

5. Calculate consistency ratio, CR = CI/RI.

6. If CR < 0.1 the {W} is considered to be valid; otherwise adjust [C] entries and repeat.

DE G531 – P R O D U C T D E S I GN 68 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss

DE G531 – P R O D U C T D E S I GN 69 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss fo r C r a n e h o o k

DE G531 – P R O D U C T D E S I GN 70 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss fo r C r a n e h o o k

DE G531 – P R O D U C T D E S I GN 71 BITS-Pilani, Hyderabad Campus

 AH P Pr o c e ss fo r C r a n e h o o k

DE G531 – P R O D U C T D E S I GN 72 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

• Objective
• Selecting a car
• Criteria
• Style, Reliability, Fuel-economy, Cost
• Alternatives
• Civic Coupe, Saturn Coupe, Ford Escort, Mazda Miata

DE G531 – P R O D U C T D E S I GN 73 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 74 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 75 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 76 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 77 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 78 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 79 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 80 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 81 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e C a r Se le cti o n

DE G531 – P R O D U C T D E S I GN 82 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e
• Peter is offered 4 jobs from Acme Manufacturing (A), Bankers Bank (B), Creative Consulting (C),
and Dynamic Decision Making (D).
• He bases his evaluation on the criteria such as location, salary, job content, and long-term
prospects.
• Step 1: Decide upon the relative importance of the selection criteria:

DE G531 – P R O D U C T D E S I GN 83 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e

1) Normalize the column entries by dividing each entry by the sum of the column.
2) Take the overall row averages

DE G531 – P R O D U C T D E S I GN 84 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e

Step 2: Evaluate alternatives w.r.t. each criteria

Location Scores Relative Location Scores

A B C D A B C D Avg.
A 1 1/2 1/3 5 A 0.161 0.137 0.171 0.174
B 2 1 1/2 7 B 0.227
C 3 2 1 9 C 0.322 0.275 0.257 0.293
D 1/5 1/7 1/9 1 D 0.312
0.484 0.549 0.514 0.489
0.409
0.032 0.040 0.057 0.044
0.045

DE G531 – P R O D U C T D E S I GN 85 BITS-Pilani, Hyderabad Campus

 AH P: E xa m p l e

Relative
weights Relative scores
Relative Scores for Each Criteria for each for each
Location Salary Content Long-Term criteria alternative
A 0.174 0.050 0.210 0.086 0.164
B 0.510 x 0.496 = 0.256
C 0.293 0.444 0.038
D 0.012 0.289 0.335
0.489 0.312 0.354 0.130 0.238
0.290
0.044 0.194 0.398
0.188

DE G531 – P R O D U C T D E S I GN 86 BITS-Pilani, Hyderabad Campus

 Pr o s a n d co n s o f AH P m e th o d

DE G531 – P R O D U C T D E S I GN 87 BITS-Pilani, Hyderabad Campus

 Pr o fe ssi o n a l So ftw a r e

DE G531 – P R O D U C T D E S I GN 88 BITS-Pilani, Hyderabad Campus

 THANK YOU!

DE G531 – P R O D U C T D E S I GN 89 BITS-Pilani, Hyderabad Campus