The Pugh Method

1. The Pugh Method How to evaluate and select creatively

2. Problem Solving Problem definition Brainstorming Idea generation Pugh method Idea evaluation Idea judgment Implementation Product Development QFD House of Quality Design criteria Conceptual design Design optimization Optimized design Design review Best design Detail design or production design Product Development

3. The Pugh Method • Problem definition • Identify design criteria • Customer’s voice in process • Quality Function Deployment (QFD) process

4. The Pugh Method • Goals: • Overcome negative features or shortcomings of design • Find different ideas to satisfy criteria • Exploring alternatives

5. The Pugh Method • Economic advantages • Reduce cost in design process • Limit change later by better design • Invest effort early, benefits later

6. Technology push/where pull? Disregarding voice of customer Eureka concept Pretend designs Pampered product Hardware swamps Here’s product / where’s factory “Always made it this way” Need for inspection Give me targets; get out of my way Ten Cash Drains in Product Development

7. Pugh Method • Process, phase one • Criteria: develop list of evaluation criteria • Design concepts: original design concepts brainstormed • Evaluation matrix: each design evaluated against datum, add new concepts • Analysis of each round, adjustments and establish new datum, repeat

8. Pugh Method • Process, phase two • Better design: weak designs dropped, continue process, designs developed in more depth/detail, criteria refined • Superior concept: process converges on a strong consensus. Team committed

9. Pugh Method • Criteria • Conceptual design • Evaluation matrix and process • Evaluation of first round results • Fewer but better designs • Convergence to superior design