A Metric-based approach to Concept Design

This paper details work undertaken in the development of a new design method, termed CODA (COncept Design Analysis), to aid the conceptual design and selection phase within new product development. The paper discusses how CODA has evolved from the QFD(Quality Function Deployment) technique, as first proposed by Akao & Mizuno8, and outlines how the new methodology integrates the quality loss function approach as described by Taguchi14 and the work into customer preference trends as described by Kano15, 16. Some key weaknesses of QFD are identified. A demonstration of how CODA addresses these limitations is shown. A number of simple design examples are given which demonstrate how the ‘voice of the customer is deployed within CODA and how the technique is applied. The paper goes on to discuss the use of optimisation techniques to find trade-off values for complex designs. Finally the paper briefly suggests where CODA fits within an overall concept design process and how it should be applied to develop high value products.

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