DM306 Exam Part 5

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Questions and Answers

What is the purpose of the external decision method in industry?

To involve investors and stockholders in the design process

To limit the selection process to internal stakeholders only

To pass concepts to external individuals for selection (correct)

To eliminate all concepts generated by the designers

Who are external decision makers in the context of design?

Designers within the company

Investors and stockholders

Product champions

Clients and customers (correct)

What role does a product champion play in concept selection?

They choose a concept based on personal preference (correct)

They solely rely on customer feedback

They have no influence in the selection process

They eliminate all concepts but one

Which of the following is NOT mentioned as an example of an external decision maker?

Product champion Signup and view all the answers

How does a product champion differ from an external decision maker?

Product champions make decisions based on personal preference while decision makers rely on data Signup and view all the answers

What makes James Dyson a product champion in the context of vacuum cleaners?

His development of vacuum systems over time based on personal preference Signup and view all the answers

How do external decision makers influence concept selection?

By collaborating with designers to provide input on concepts Signup and view all the answers

In what way do product champions impact the development process?

By researching, developing, and creating products systematically Signup and view all the answers

What distinguishes a product champion like James Dyson from traditional designers?

Product champions base their decisions on personal preferences rather than traditional criteria. Signup and view all the answers

What is the main advantage of using the pros and cons selection and evaluation method?

Speeding up decision-making Signup and view all the answers

In the context of pros and cons lists, what do the 'cons' represent?

Arguments against taking a specific direction Signup and view all the answers

How does using a pros and cons list help in making decisions?

By considering both positive and negative aspects Signup and view all the answers

When using the pros and cons method, why is it important to list both the positives and negatives?

To provide a balanced view for decision-making Signup and view all the answers

Why is the pros and cons method particularly useful in group settings?

To ensure a variety of perspectives are considered Signup and view all the answers

What aspect of decision-making does the pros and cons method aim to minimize?

Gut feeling impact Signup and view all the answers

What is the main purpose of the 'White Hat' in De Bono's 6 Thinking Hats Method?

To think about and list the market for a product Signup and view all the answers

What happens during the third step of the 6 Thinking Hats tutorial task?

Using the 'Yellow and Black Hats' to evaluate the ideas Signup and view all the answers

What is the role of the 'Green Hat' in De Bono's 6 Thinking Hats Method?

To generate new and innovative ideas for a product Signup and view all the answers

How many ideas per person are generated during the 'Green Hat' step of the 6 Thinking Hats tutorial task?

3 or 4 ideas Signup and view all the answers

What is the purpose of using the 'Yellow and Black Hats' in De Bono's 6 Thinking Hats Method?

To evaluate the positives and negatives of each idea Signup and view all the answers

What is the final step in the 6 Thinking Hats tutorial task?

Using the 'Red Hat' to select a final solution Signup and view all the answers

What is the primary purpose of the controlled convergence matrix in concept selection?

To evaluate and refine rough concepts to a common reference concept Signup and view all the answers

What is the main advantage of using De Bono's Six Thinking Hats in concept evaluation?

It enables parallel thinking and objective analysis Signup and view all the answers

What is the primary goal of prototype and test in concept selection?

To compare and contrast different concepts Signup and view all the answers

What is the purpose of screening in Ulrich and Eppinger's two-stage approach to concept selection?

To eliminate certain concepts and move forward with others Signup and view all the answers

What is the main benefit of using dot voting in concept selection?

It enables group decision-making and prioritization Signup and view all the answers

What is the purpose of the scoring matrix in Ulrich and Eppinger's two-stage approach to concept selection?

To perform a more detailed analysis of the remaining concepts Signup and view all the answers

What is the primary purpose of de Bono's 6 Thinking Hats method?

To force the use of multiple perspectives to aid the selection/ development of optimal solutions Signup and view all the answers

At what stages of product development would evaluation methods be most crucial?

Throughout the entire product development process Signup and view all the answers

What is a key benefit of using de Bono's 6 Thinking Hats method in a group setting?

It encourages diverse perspectives and fosters creative thinking Signup and view all the answers

What is the primary difference between a product champion and an external decision maker?

A product champion makes decisions based on personal preference, while an external decision maker uses data-driven analysis Signup and view all the answers

What is the primary goal of the product champion in the product development process?

To convince external decision makers to invest in the product Signup and view all the answers

What is a potential drawback of relying solely on a product champion's personal preference in concept selection?

It may lead to biased decision-making Signup and view all the answers

Which hat is used for thinking about thinking?

Blue Hat Signup and view all the answers

What is the primary function of the White Hat?

To record information and identify further information needed Signup and view all the answers

Which hat is associated with feelings, intuition, and emotion?

Red Hat Signup and view all the answers

What is the primary function of the Black Hat?

To provide critical judgment Signup and view all the answers

Which hat is used for creative thinking and generating new ideas?

Green Hat Signup and view all the answers

What is the primary difference between the White Hat and the Yellow Hat in De Bono's 6 Thinking Hats method?

One is focused on data and the other is focused on benefits. Signup and view all the answers

What is the primary purpose of using the Red Hat in De Bono's 6 Thinking Hats method?

To express feelings and intuition without justification. Signup and view all the answers

What is the main similarity between the Black Hat and the Red Hat in De Bono's 6 Thinking Hats method?

Both are used for critical thinking and evaluation. Signup and view all the answers

What is the primary difference between the Blue Hat and the Green Hat in De Bono's 6 Thinking Hats method?

One is focused on creative thinking and the other is focused on process control. Signup and view all the answers

What is the primary benefit of using De Bono's 6 Thinking Hats method in a group setting?

It helps to ensure that all perspectives are considered and valued. Signup and view all the answers

Study Notes

De Bono's 6 Thinking Hats

A method to aid in the selection and development of optimal solutions by using different perspectives
6 imaginary hats to change the mode of people's thoughts
Requires a facilitator to lead and control the creative sessions
Suitable for small groups of around 4 people or individuals

The 6 Thinking Hats

White Hat: Focus on data and information, record available information, and identify further information needed
Red Hat: Associated with feelings, intuition, and emotion, allows people to express feelings without justification or prejudice
Yellow Hat: Focus on the positive view, looks for benefits in a situation, encourages a positive outlook
Black Hat: Relates to caution, used for critical judgment, can be overused
Green Hat: For creative thinking and generating new ideas, encourages creative thinking
Blue Hat: About process control, used for thinking about thinking, asks for summaries, conclusions, and decisions

Concept Selection and Evaluation

Concept Selection: An iterative process closely related to concept generation and testing, helps refine and improve concepts, leading to a final selection
Concept Evaluation: Evaluates ideas, looking for the removal of harmful features, retention of useful features, and the introduction of new benefits
Methods: Decision matrices, controlled convergence matrix, weighting and rating matrices, multi-voting, prototype and testing, external decision, product champion, and de Bono's 6 Thinking Hats

De Bono's 6 Thinking Hats Activity

Task: Use 5 of de Bono's 6 Thinking Hats to develop an innovative version of a coat hanger
Steps:
1. Use the White Hat to think about the market for coat hangers
2. Use the Green Hat to come up with new ideas for coat hangers
3. Use the Yellow and Black Hats to evaluate ideas and narrow down to three favorite ideas
4. Use the Red Hat to select a final solution

Selection and Evaluation Methods

External Decision: A method used in industry, passes concepts to the customer or client for selection, designer advises and provides information
Product Champion: An influential member of the product development team who chooses a concept based on personal preference, sees value in a product and develops it systematically
Pros and Cons: A method used in industry, lists the arguments for and against a solution, helps with objective decision-making
De Bono's 6 Thinking Hats: A method used in industry, takes on different perspectives to aid in the selection and development of optimal solutions

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Description

Test your knowledge on selection and evaluation methods commonly used in the industry, including the external decision process and the role of product champions. Explore how concepts are presented to customers for selection and the key considerations for designers.