PRODUCT DESIGN and DEVELOPMENT

LecturerTetuko Kurniawan

Teaching source book:Chapter 8 of Product Design and Development 5th ed.Karl T. Ulrich & Steven D. Eppinger

Chapter 8: Concept Selection

Novo Nordisk Pharmaceuticals

Outpatient syringe /prefilled syringe by Novo NordiskTo inject insulin by needle/pens

7 concept of the syringe : How to decide the best concept?

7 concept of the syringe : How to decide the best concept?

7 concept of the syringe : How to decide the best concept?

7 concept of the syringe : How to decide the best concept?

● How can the team choose the best concept, given that the designs are still quite abstract?

● How can a decision be made that is embraced by the whole team?

● How can desirable attributes of otherwise weak concepts be identified and used?

● How can the decision-making process be documented?

Some method for choosing a concept

● External decision: concepts are turned over to the customer, client for selection

● Product champion: An influential member of the product development team chooses a concept based on personal preference

● Intuition: The concept is chosen by its feel. Explicit criteria or trade-offs are not used.

● Multivoting: each member of the team votes for several concepts. The concept with most votes is selected

Some method for choosing a concept

● Web-based survey: Using an online survey tool, each concept is rated by many people to fine the best one.

● Pros and cons:The team lists the strengths 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 pre-specified selection criteria which may be weighted

Concept screening and scoring

The concept screening & scoring methods help the team refine and improve the concepts, leading to one or more promising concepts upon which further testing and development activities will be focused

Concept Screening and Scoring

1) Prepare the selection matrix

2) Rate the concepts

3) Rank the concepts

4) Combine and improve the concepts

5) Select on e or more concepts

6) Reflect on the results and the process

Concept Screening

Concept Screening

Concept Screening

The concept-screening matrix, for the syringe example, the team rated the concepts against the reference concept using a simple code (+ “better than, 0 “same as”, - “worse than”) in order to identify some concepts for further consideration. Note that the three concepts ranked “3” all received the same net score.

Concept Screening

Reference concept is generally either an industry standard or straightforward concept with which the team members are very familiar. It can be existing product, earlier generation of the product, any one of the concepts under consideration, or a combination of subsystems assembled to represent the best features of different products.

Combine & improve the Concept

Concept G+

Concept DF

Concept Scoring

Rating exampleBreak down criteria to the level of more detail

Concept Scoring

Concept Scoring

Concept Scoring

The concept-scoring matrix. This method uses a weighted sum of the ratings to determine concept ranking. While concept A serves as the overall reference concept, the separate reference points fore each criterion are signified by bold ratings point

Conclusion

● The goal of concept is not to select the best concept

● The goal of concept selection is to develop the best concept

● Concept selection is the process of evaluating concepts with respect customer needs and other criteria, comparing relative strengths and weaknesses of concepts, and selecting one or more concepts for further investigation and testing or development

TASK

● Perform concept screening for four pencil holders concept shown below.

● Assume the holder is for a member of product development team who is continually moving from site to site