4.3 The Concept Scoring Matrix

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Из курса от партнера University of Pennsylvania

Design: Creation of Artifacts in Society

оценки

University of Pennsylvania

Design: Creation of Artifacts in Society

оценки

This is a course aimed at making you a better designer. The course marries theory and practice, as both are valuable in improving design performance. Lectures and readings will lay out the fundamental concepts that underpin design as a human activity. Weekly design challenges test your ability to apply those ideas to solve real problems. The course is deliberately broad - spanning all domains of design, including architecture, graphics, services, apparel, engineered goods, and products. The emphasis of the course is the basic design process: define, explore, select, and refine. You, the student, bring to the course your particular interests and expertise related to, for instance, engineering, furniture, fashion, architecture, or products. In prior sessions of the course about half of the participants were novices and about half had prior professional design expertise. Both groups seem to benefit substantially from the course. All project work is evaluated by your peers -- and indeed, you will also be a peer reviewer. This format allows you to see an interesting collection of projects while getting useful feedback on your own project.

Из урока

Week #4: Concept Selection and Prototyping

This module was created to help you understand the selection process so that you can choose one design for prototyping. You'll learn key techniques for evaluating your design concepts, including the selection matrix, and the scoring matrix. And once you've selected some designs, you will also learn the uses and value of prototyping. You'll explore how prototypes are used to answer questions, to communicate and to distinguish milestones in the design process, and you will also work through the prototyping process so you can begin building your own, which you will submit for peer review. By the end of this module, you'll have selected one or more design concepts for prototyping, built prototypes, and received feedback on them from your peers. You'll also get to see some of your peers' designs as well.

4.1 Intro to Concept Selection3:57

4.2 The Concept Selection Matrix12:31

4.3 The Concept Scoring Matrix4:21

4.3b Concept Testing12:19

4.4 Introduction to Prototyping6:12

4.5 Prototype Framework6:17

4.6 What are Prototypes Used For?9:18

4.7 Building Stuff5:20

4.8 Scoop Example - Making Prototypes7:38

4.9 Scoop Example - Testing Prototypes7:01

Познакомьтесь с преподавателями

Karl T. Ulrich
Vice Dean of Entrepreneurship and Innovation
The Wharton School

I noted that the more left-brained among you would have some issues with

the selection matrix, and

in particular that it assumes that all of the criteria are equally important.

And secondly, that it only has three levels

of differentiation in terms of its rated scale.

And I suggested that there was an alternative approach

called the scoring matrix.

Let me warn you that the right brain among you won't like the scoring matrix at all,

and so, this is strictly optional.

And let me also note parenthetically,

that if you have a hard time remembering which one is left brain,

which one is right brain, the pneumonic that I like is that left is logical.

And so if I just remember that left is logical, I remember which is left and

which is right.

Let me show you the scoring matrix, and

let me warn you that this can easily devolve into philosophical debate.

And in fact there's a whole branch in academics called decision theory.

And the scoring matrix is essentially a simple version of what's called

multi-attribute utility analysis, and there's a nice book by Keeney and

Raiffa on multi-attribute utility analysis.

And that goes in and analyzes all of the nuances of these various schemes,

but this basic overview will give you what you need to know.

The only real change to this that's reflected in the scoring matrix is that

instead of assuming that each of the criteria are equally weighted,

we explicitly assign a weight to each of the criteria.

So in this case I use a percent weighting,

and so those percents sum to 100.

And I assume that elegance and beauty, while factoring cost,

are each worth 10%, the nice shape of the ball is worth 20,

the removes all material from container is worth 15, and

quick and easy is the most important at 35%.

Of course, there are various ways you can establish relative importance empirically.

In fact, there's a whole branch of marketing that

attempts to model consumer preferences, and estimate these weights.

But in design,

these weights are almost always established by subjective judgement.

And then the other thing that's done here is that instead of using -1, 0 and 1,

I expand the rating scale to be from 1 to 5.

Now, the really left-brain among you will observe that in some cases,

I'm only using a little bit of the rating scale, say in this case, from 2 to 3.

And that, in effect, what I am doing by using only a little bit of

the rating scale is, I'm making this criterion even less important.

So even though it's only shown at 10%, it's effectively weighted even

less because I'm using less of the rating scale.

Nevertheless, you use a scale of 1-5, at least that's a reasonable way to do it.

And then, what you then do is,

in this cell instead of just doing a simple sum of these values,

you use the sum product function in your spreadsheet.

Which essentially takes a weighted average

of these values using these weighting factors.

So some product of this column and these ratings

would then give you a weighted average of the values in these cells.

And you see that it doesn't really change things very much,

the swoop scoop is still very highly rated.

It would, I suppose,

give you a little bit of ability to differentiate among these three concepts.

But, I have to say in general, the scoring matrix is overkill,

at least in my opinion, but I do show it here to you for completeness.

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