Concept Selection

John Keast

Concept Convergence

• Concept Convergence is a technique for

comparing and selecting solutions against
a set of requirements. The technique can
be used for :
• Evaluating alternative concept designs
• Identifying strengths and weaknesses in
relation to a set of requirements
• Identifying ideas which have the highest
potential

1
 Pugh’s Concept
Convergence
Acknowledgements Stuart Pugh
Design Brief

Initial number of concepts based on the

design brief.
Apply controlled convergence (CC)
Initial numbers reduced
Apply concept generation (CG)
New ones added

CC
Further reductions
(FR) CG
Further additions
(FA) CC
FR
CG
Pugh flexible approach
FA to concept generation
CC and selection

Concept Selected

Approach

• Sketch proposed solutions

– Same level of detail
– Same generic level

• Establish selection criteria

– Functional requirements
– Business requirements
– Unambiguous & understood by team

• Create a matrix
– Concepts horizontally - ideally sketched

• Sketches must be on view

– Selection criteria vertically

2
 Design Brief

• Something allows me to stay dry in the

rain but allows me to have the use of both
my hands that, when not in use, can be
folded away and stored.

Pugh Concept
Convergence
CONCEPT
1 2 3 4 5
CRITERA
Functional
Requirements
datum

Attractive + - - S
Robustness - - - -
Easy to use + + S +
Business
Requirements
Design for
assembly + + + +
Cost to
Implement + + + S
Time to
Implement
S + + S
TOTAL
+3 +2 +1 +1

3
 Approach

• Total ‘+’ & ‘-’

• Assess comparisons
• Change datum to strongest alternative
• Re-run comparisons

Pugh Concept
Convergence
CONCEPT

CRITERA
6 7
Functional
Requirements
datum

Attractive +
Robustness +
Easy to use
Business
+
Requirements
Design for
assembly
S
Cost to
Implement S
Time to
Implement -
TOTAL
+2

4
 And the winner is….

Direct Benefits

• Greater understanding of the specification

requirements
• Greater understanding of the problem
• Greater understanding of the potential
solutions
• Developed solutions from interactions of
ideas
• Knowledge of concept strengths &
weaknesses

5
 New Solutions /
Concepts

• Re-run the matrix

– Add new concepts
– Consider deleting any obvious poor concepts
• If they can not be developed
• Do not eliminate too many too soon!

PROGRESSIVE
ELIMINATION

Phase II

• Develop remaining concepts in more detail

• Reconsider evaluation criteria
• Beware of ‘pet’ solutions!
• Re-run the matrix

6
 Phase III etc.

• Develop
• Review criteria
• Re-run
• Etc, etc. Until strongest concept emerges.
– Continue through detail design, prototype etc.
To production
– 5 to 6 RUNS MAY BE NEEDED

Some benefits of using

concept convergence

• Confidence in selected concept

• Team understands strengths
• Promotes team ownership
• Discourages bias
• Traceability

7
 Summary (1)
Tools & techniques supporting a new product introduction process
Quality Design for
Design to
Function Manufacture
Target Cost
Tools
Deployment and
Assembly

Process
Market Opportunity Design and carried out by
Evaluation Development
Teams

Validation
Concept FMEA
Convergence Manufacture
Implementation & Support

• The process defines what the team must deliver

• The tools & techniques facilitate the delivery Customers
• The tools & techniques reduce risk
Acknowledgments: Lucas

Summary (2)

Tools and Techniques - Definition

QFD - Quality Function Deployment
ConCon - Concept Convergence
DFA - Design for Assembly
MA - Manufacturing Analysis
FMEA - Failure Mode and Effects
Analysis
DTC - Design to Target Cost
Focuses design effort on real
customer priorities.
Develops an optimum solution
to meet customer needs.
Reduces parts count, product
build time and product cost.
Selects the most effective
material/process combination.
Identifies and prioritises areas of risk;
promotes corrective action.
Monitors and controls product cost
against agreed targets.

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 Summary (3)

The impact of tools & techniques on cost, quality and time

CONVERGENCE
MEDIUM

CONCEPT

FMEA
DFM
QFD

DTC
DFA
STRONG

Robust design
QUALITY
Customer satisfaction
Right first time

COST Low cost manufacture

Low investment cost
Achieve target cost
TIME Minimise lead time