Naturally emerging decision criteria in product concept evaluation

DS 75-7: Proceedings of the 19th International Conference on Engineering Design (ICED13), Design for Harmonies, Vol.7: Human Behaviour in Design, Seoul, Korea, 19-22.08.2013

Year: 2013
Editor: Udo Lindemann, Srinivasan V, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini
Author: Nikander, Jan B.; Liikkanen, Lassi A.; Laakso, Miko
Series: ICED
Institution: Aalto University, Finland
Page(s): 257-266
ISBN: 978-1-904670-50-6
ISSN:  2220-4334


nt. Concept decisions define the success of both the project and the product to a great extent. Previous research has shown that structured methods are often not used properly or at all in design practice. To shed light on the dynamics of concept selection in real life, we studied decision strategies and the use of decision criteria in concept selection. The experiment involved sixteen professional designers and utilized mixed methods, including verbal protocol analysis. The participants used a great variety of evaluation styles and criteria, sometimes changing them in midst of evaluation. Furthermore, some internal conflicts appeared between different concept evaluation tasks. These findings put designers’ ability to make rational and good concept decisions under some doubt. Further research on human behavior in concept selection is deemed necessary and some prospective research questions are introduced.

Keywords: Decision making, early design phases, human behaviour in design, concept evaluation


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