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Concept Selection

Concept Selection. Teaching materials to accompany: Product Design and Development Chapter 7 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin McGraw-Hill, 2000. Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000.

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Concept Selection

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  1. Concept Selection Teaching materials to accompany: Product Design and DevelopmentChapter 7 Karl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.

  2. Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd edition, Irwin McGraw-Hill, 2000. Chapter Table of Contents 1. Introduction 2. Development Processes and Organizations 3. Product Planning 4. Identifying Customer Needs 5. Product Specifications 6. Concept Generation 7. Concept Selection 8. Concept Testing 9. Product Architecture 10. Industrial Design 11. Design for Manufacturing 12. Prototyping 13. Product Development Economics 14. Managing Projects

  3. Concept Development Process Mission Statement Development Plan Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Test Product Concept(s) Set Final Specifications Plan Downstream Development Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes

  4. Concept Selection Example: Reusable Syringe

  5. Concept Development Funnel

  6. Concept Selection Process • Prepare the Matrix • Criteria • Reference Concept • Weightings • Rate Concepts • Scale (+ – 0) or (1–5) • Compare to Reference Concept or Values • Rank Concepts • Sum Weighted Scores • Combine and Improve • Remove Bad Features • Combine Good Qualities • Select Best Concept • May Be More than One • Beware of Average Concepts • Reflect on the Process • Continuous Improvement

  7. Example: Concept Screening

  8. Example: Concept Scoring

  9. Concept Selection Exercise:Mechanical Pencils

  10. Mechanical Pencils: Customer Needs

  11. Mechanical Pencils:Concept Selection Matrix

  12. Retail Prices of Five Pencils • Classic $2.75 • Quick Click $2.58 • Twist Erase $2.08 • Zézé $0.90 • Bic $0.33

  13. Remember… The goal of concept selection is not to • Select the best concept. The goal of concept selection is to • Develop the best concept. So remember to combine and refine the concepts to develop better ones!

  14. Caveats • Beware of the best "average" product. • Perform concept selection for each different customer group and compare results. • Check sensitivity of selection to the importance weightings and ratings. • May want to use all of detailed requirements in final stages of selection. • Note features which can be applied to other concepts.

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