1. Project Brief
MA Final Project | Pughsion
Rebecca Mahl, Design Management
Prof. Verena Paepcke-Hjeltness
SCAD | Spring 2011

2. 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?

3. 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

4. Opportunity
Opportunities pertaining to this project include the following:
Demand: Designers are constantly looking for tools that will help them
create innovative solutions
Accessibility: 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.

5. 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.

6. 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.

7. 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.

8. Timeline
04/27/11 – Present project brief, visualize project brief
05/02/11 – Blog started (process), blog
05/04/11 – Presentation of research, blog
05/09/11 – Begin primary research with small groups, develop initial concept, blog
05/11/11 – Conduct and record exercise, synthesize results, blog
05/16/11 – Analyze results, SWOT of Pugh, process book, final presentation
05/18/11 – Conduct new method, synthesize results, blog, process book
05/23/11 – Finalize method, innovation diffusion plan, blog, process book
05/25/11 – Final Draft of: process book, portfolio, presentation
05/30/11 – Final Presentation of: process book, portfolio, presentation
06/01/11 – Final Documentation Package