| What is it? |
| Pugh
Analysis charts are similar to the pros vs. cons lists. These are used for evaluating
multiple options against each other, in relation to a baseline option. The method was
invented by Stuart Pugh, University of Strathclyde in Glasgow, Scotland as an approach for
selecting concept alternatives. |
| Why is it
important? |
| The
time it takes a development team to analyze the scores and weighting factors is usually
much shorter and cheaper compared to deploying the wrong solution to a project. Ranking
the criteria further helps focus the team's efforts on the critical few. |
| When to use it? |
| Rather
than simply listing the positive and negative aspects of each option, one by one, a matrix
of the needs vs. concepts helps address multiple factors at the same time and gives the
team a holistic view of the needs vs. alternatives at hand.
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| How to use it? |
Step by step process:
| 1 |
Develop a
set of criteria based on customer's wants and needs. |
| 2 |
Enhance
these criteria by including any item of functional nature. |
| 3 |
Develop a
group of design concepts that are aimed at satisfying the criteria. |
| 4 |
Using a
simple matrix - list criteria on the left and the concepts across the top. Use simple
sketches to illustrate each of these concepts. |
| 5 |
Select one
of the concepts as a baseline. |
| 6 |
Evaluate
each concept against the datum for each of the criteria. Determine whether it is better
(+), the same (0) or worse(-) than the baseline. Alternately, one could assign a -1, 0, +1
based on where each choice would stack up against a set of the agreed-to criteria. We
could give each of these criterion a weight and get the composite score of the
alternate*criterion to determine the better alternative. Click here for
a excel chart. |
| 7 |
Record the
team's decisions on the matrix. |
| 8 |
For each
column, determine the total number of pluses, minuses and sames. Alternately, take the sum
of the alternate score multiplied by weight of the criterion. |
| 9 |
Work to
improve those concepts that scored best by incorporating strong ideas from other concepts. |
| 10 |
Continue
the process of synthesizing concepts. |
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Hints
In the Pugh Analysis winners and losers will become visible at an early stage. The fact
that one is forced to carry out a reflected evaluation of each parameter for each of the
concepts is very important and is useful to prevent later surprises. Even though obvious
losers (or winners) may be found at an early stage, the process requires a continuous
elaboration to optimize the concepts. |
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| Food for Thought ! |
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