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Modifying Pugh’s Design Concept Evaluation Methods

[+] Author Affiliations
Shun Takai, Kosuke Ishii

Stanford University, Stanford, CA

Paper No. DETC2004-57512, pp. 415-424; 10 pages
  • ASME 2004 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 3a: 16th International Conference on Design Theory and Methodology
  • Salt Lake City, Utah, USA, September 28–October 2, 2004
  • Conference Sponsors: Design Engineering Division and Computers and Information in Engineering Division
  • ISBN: 0-7918-4696-2 | eISBN: 0-7918-3742-4
  • Copyright © 2004 by ASME


The conceptual design phase poses a large degree of uncertainty on how the final design will perform and how much the product will cost. When engineers select a design concept, they rely heavily on their own perceptions. Under these circumstances, engineers evaluate concepts by comparing them to others (pairwise comparison), by using perceptual ratings, or by quantifying their beliefs about uncertainties. Pugh’s concept evaluation methods, the concept comparison and evaluation matrix, and the rating/weighting method are popular perception-based methods. This paper discusses potential pitfalls of Pugh’s methods and proposes modifications that use a perceptual rating to reference the target values or degrees of belief about uncertainties. Among these modifications, the preliminary comparative study suggests that evaluating concepts by probability of satisfying targets and performing the sensitivity analysis to test for the robustness of the evaluation seem to be the most promising approach. Hypothetical and illustrative examples serve in comparative study of these methods.

Copyright © 2004 by ASME



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