文档介绍：Stimulating Creative Engineering Design Alternatives Using Customer Values
by
Ralph L. Keeney
Center for munications Management
University of Southern California
January 2002 Draft
Abstract
This paper presents and illustrates some procedures and techniques to enhance engineering design. Specifically, we focus on the processes to identify creative engineering design alternatives. The purpose is to generate many very good alternatives. Then, in winnowing down to select a specific product among the many alternatives, it should be more likely to select a new product that will be a great ess. To be a ess, numerous customers must purchase the product, so the new product must appeal to potential customers. Hence, we want to design products with high customer appeal. Our process to create potential alternatives with high customer appeal first elicits anizes customer values prehensively define customer appeal. Then, several techniques use these customer values to stimulate the creation of alternative new products and product features. Two applications of the procedures illustrate eliciting customer values and using them to create design alternatives. These applications concern one tangible product, cellular telephones, and one intangible cellular product, cellular telephone plans.
Introduction
pany designs and sells products to achieve its interests. These interests are to maximize profits and market share, which pleases stockholders and allows better financial reward for employees. pany is also interested in making quality products, which pleases their customers and enhances sales, and in providing a stimulating, enjoyable workplace that pleases employees.
Visualize a sequential process that begins with the situation of "what could we design" and ends with "our degree of ess". Figure 1 illustrates this process on a high level and clearly indicates that it is a process driven by decisions (Tribus, 1969; Hazelrigg, 1998). At the very beginning, we want great