Project BriefMA Final Project | PughsionRebecca Mahl, Design ManagementProf. Verena Paepcke-HjeltnessSCAD | Spring 2011

Introduction

As human beings, we are all guilty of falling into the trap of seeing things from a single point of view or being biased. As designers, and creators of innovative solutions, it is crucial that we design with an open mind and from several different perspectives. The problem or dilemma that we face is that it’s not so easy to obtain these different perspectives. Cognitive bias and perceptual distortion are difficult to eliminate. The solution itself may be very simple; it’s finding the problem that is difficult, not necessarily solving the problem. Often times we can find the problem by looking at it from a different perspective, or by “shifting paradigms”, but preconceptions and constraints (or what we think are constraints) get in the way. How can we avoid making these unconscious assumptions? How can we broaden our scope or widen our view without getting lost in uncertainty? How can we divergently seek possibilities without losing the ability to converge our thoughts? How can we embrace ambiguity and use it to our advantage in a controlled manner, without losing sight of the task at hand?

Scope

The evaluation matrix, developed by Stuart Pugh, which is commonly used among engineers as a quantitative tool or method for comparing and selecting concepts will be analyzed and altered into a tool used by engineers and designers to aid in generating ideas and reframing design problems, while simultaneously considering the end user’s needs. Thorough research and testing will need to be planned and implemented to create this successful new design tool/method. It will be important to have a deep understanding of the existing “Pugh Method,” in order to identify the strengths and weaknesses and to find existing gaps that need to be addressed.

• Conduct thorough secondary research• Identify format options for new method • Test the method and show results • Demonstrate value of new method• Aim at making method simple, easy to use and easy to adopt

Opportunity

Opportunities pertaining to this project include the following:

Demand: Designers are constantly looking for tools that will help them create innovative solutionsAccessibility: Access to peer designers will aid in research and testing. Undergraduate class, emerging manufacturing materials, in which I am currently the TA will be ideal for testing the method.Diversity: Method contains several different components that can be broken down and studied for further clarification. (Identification of needs, designer’s concepts, outside/influencing concepts, scoring system, and method of recording ideas)Professional: If method is completed successfully, there is opportunity to be diffused and practiced among professionals in the design field as well as in an academic environment.Improvement: This method has the opportunity to improve on the pre-existing Pugh Method by analyzing, finding, and filling existing gaps.

Objectives

The goal of this project is to stimulate “out of the box” thinking, generate ideas, change perspectives, and reframe or recontextualize a design problem, to promote innovative solutions.

• Develop a method that is easy to use and yields beneficial results.• Establish a plan of action for diffusing the method.

Approach/Methodology

Research

Secondary: Conduct secondary research through internet, books, journals, magazines, etc. to gain a solid understanding of the existing Pugh Method and it’s context, studying who uses it, where they use it, when they use it, why they use it, and how it’s used. Conduct a SWOT analysis.

Primary: Conduct primary research, through interviews, observations, and user testing.Competitive Scan: Identify current methods being used for idea generation in design.

Synthesis

Analyze: Compile data and identify patterns and problem area and summarize findings.

Approach/Methodology Cont...

Concept Development

Explore: Develop different variations or alternatives of method.

Test/Validate: Test method with a group of designers (ideally have 2 groups, one being the control group).

Finalize: Refine final concept, making any necessary changes to improve the method.

Method of Diffusion: Integrate plan of innovation diffusion.Presentation

Present Final Project: Present design process, unforeseen challenges, research, final proposal, process book, and areas for future development or growth.

Timeline

04/27/11 – Present project brief, visualize project brief05/02/11 – Blog started (process), blog05/04/11 – Presentation of research, blog05/09/11 – Begin primary research with small groups, develop initial concept, blog05/11/11 – Conduct and record exercise, synthesize results, blog05/16/11 – Analyze results, SWOT of Pugh, process book, final presentation05/18/11 – Conduct new method, synthesize results, blog, process book05/23/11 – Finalize method, innovation diffusion plan, blog, process book05/25/11 – Final Draft of: process book, portfolio, presentation05/30/11 – Final Presentation of: process book, portfolio, presentation06/01/11 – Final Documentation Package