Selecting alternatives in the conceptual design phase: an application of Fuzzy-AHP and Pugh’s Controlled Convergence

The selection of conceptual design alternatives is crucial in product development. This is due both to the fact that an iterative process is required to solve the problem and that communication among design team members should be optimized. In addition, several design constraints need to be respected. Although the literature offers several alternative selection methods, to date, only very few are currently being used in industry. A comparison of the various approaches would improve the knowledge transfer between design research and practice, helping practitioners to approach these decision support tools more effectively. This paper proposes a structured comparison of two decision support methods, namely the Fuzzy-Analytic Hierarchy Process and Pugh’s Controlled Convergence. From the literature debate regarding selection methods, four relevant criteria are identified: computational effort, suitability for the early design stages, suitability for group decision making, and ease of application. Finally a sensitivity analysis is proposed to test the robustness of each method. An industrial case study is described regarding an innovative and low-cost solution to increase the duration of heel tips in women’s shoes. The selection of conceptual design alternatives of the heel tip presents complex challenges because of the extremely difficult geometric constraints and demanding design criteria.