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So, in this case, I've shown four key needs.

Â And, almost always, there are three additional criteria that apply in the

Â design of almost any artifact. And they are cost, or some measure of

Â economic efficiency of delivering the artifact.

Â Wow. That is how interesting, fundamentally

Â interesting novel or unexpected is the concept.

Â And, elegance and beauty. Now, you should remember that when we

Â talked about what makes for a good concept, we said first and foremost, it

Â meets the needs, it has low cost or is efficient in terms of the value it

Â delivers. It has some wow and it's elegant and

Â beautiful. So, those form the criteria for the

Â selection matrix. Our concepts are the columns.

Â And, what we do in evaluating and using the matrix is to evaluate each concept

Â with respect to each criterion. So, for instance, if we were to take cost

Â as the criterion, we might say, well, the least expensive concept is a square.

Â This is obviously the, the most expensive cuz it has all these extra corners.

Â And maybe circles and triangles are about equally expensive to produce.

Â And, the convention that I like to use for representing that goes something like

Â this. I give a plus for the square, I give a

Â minus for the arrow, and then I use just a check to in, to indicate the midpoint of,

Â of the, of the scale. So, I have just a simple scale.

Â The midpoint which I indicate with a check.

Â You can also use a zero if you wanted, and a plus to indicate that it's better, and a

Â minus to indicate that it's worse. So, note that, even though I use the term

Â cost here, these are, the convention I like is that the criteria are, are worded

Â such that or interpreted such that a plus means the concept is better, with respect

Â to that, to that criterion and a minus means that it's worse with respect to that

Â criterion. So, once you've done that for all the

Â other concepts, for all the other criteria,

Â You can then sum up the, The, the net score.

Â 4:07

So, in just this fanciful example, concept A, the triangle had three plus's. Concept

Â D, the arrow had a minus, and B and C were tied in the middle with a net ze,

Â effectively a net zero. So that's the idea conceptually.

Â Now, what I'd like to do is show you the idea for the ice cream scoop and I'm going

Â to go ahead and use a Google Doc spreadsheet to make this a little easier.

Â So here, you can see a concept selection matrix for the ice cream scoop implemented

Â as a spreadsheet. And that's certainly easier in terms of

Â creating a digital document and, and computing the tally.

Â But just to be clear about what's done here,

Â The, the ten concepts from the con, from the exploration we did are shown here.

Â They're labeled A through J, and I've put the descriptive titles here as well.

Â Now, in a spreadsheet, it's a little bit hard to add the sketch here, although

Â that's nice. And, some of you, if you're clever, with

Â how to insert an image can figure out how to do that, but the important thing is

Â that you list your concepts as the columns.

Â And then, the criteria, remember I said that the three,

Â The categories of criteria were first, key needs, and then almost always, from most

Â settings, you care about the cost, you care about the wow factor, and you care

Â about elegance and beauty. Now, the key needs, you can put all of the

Â needs or its unwieldy to put all of the needs in your selection matrix.

Â So typically, you want to pick the few that are most important and that best

Â differentiate your concept. So here, I put, the three key needs I put

Â for the scoop are first, That it's quick and easy to, to use.

Â And that's a little bit of a catchall around the ergonomics and ease of use of

Â the scoop. Second, that the scoop is effective in

Â removing all of the material from the container, that is, it can get into all of

Â the corners and cracks in order to remove all the material without having to use an

Â extra spoon. And, and the third criterion,

Â The third key need is that the scoop lets the user create a nice shape for the ball,

Â since that's one of the, the things that an ice cream scoop does.

Â And then, you can see here, I've put in my subjective judgement as to the relative

Â performance of the ten concepts with respect to the three, four, five, six

Â criteria. Again, I use the convention in a

Â spreadsheet of a +one for better than, a -one for worse than.

Â And I use a zero to represent the midpoint of the scale.

Â So, this scale has only three values even or parity +one and -one.

Â And, when you do this, you should make sure that your scale has,

Â You do a reality check, which is that your best concept is a one, your worst concept

Â is a minus one, and the ones in the middle are a zero.

Â And that, that scale is applied in a consistent way across the concepts.

Â Now, in some cases, it makes sense to add some notes,

Â So that's easily done in the spreadsheet. So,

Â I made an annotation here that, that you, the reason that the, the swoop scoop is

Â okay with respect to this criterion is that you can use the back of the handle to

Â get into the corners. And, in this one,

Â I noted that, well, the punch and twist doesn't create a very nice ball.

Â Some people might perceive that cylindrical plug shape to be interesting.

Â So, that is maybe a questionable rating with respect to that criterion.

Â Then, what you do is a simple tally which is to just sum the values in the column

Â and that gives you a net score. Now, if you notice, four of these concepts

Â all had a tide score of one. The punch and twist, the claw, the push

Â and pivot, and the twist ball. And one of them, the swoop scoop, had a

Â high value of four. Now, there's a couple of things to note

Â here. One is that, you shouldn't get too excited

Â at this point and that this is a very rough approximation.

Â Yes, the swoop scoop has a lot of promise. But we haven't even tried it yet to know

Â if it works. So, we wouldn't want to bet exclusively on

Â this concept at this point. The other thing to note is that, as you

Â look at this concept E, You realize that it's conceptually very

Â similar to the swoop scoop. In fact, the only real difference is that

Â the push and pivot has a rectangular form to the shovel and the swoop scoop has a

Â cylindrical form to the scoop or the shovel and, a spherical form.

Â And so, They're, they're actually quite similar

Â and, and I decided that in going forward here, it made sense to focus on these five

Â concepts. But that, I wouldn't proceed, I wouldn't

Â prototype concept E because it was so similar to concept G.

Â And so, that really leaves me with four concepts that I'm taking forward.

Â The swoop scoop, the twist ball, the claw, and the punch and twist as the four

Â concepts that would result from the selection matrix.

Â Now, the more left-brain among you, have at least two objections or concerns about

Â this method. The first is, you say, well, wait a

Â second, this implies that all of these criteria are equally important.

Â What if I decide that having the nice shape to the ball is not nearly as

Â important as having it be quick and easy. Wouldn't it make sense to somehow weight

Â the quick and easy greater than the nice shaped ball? And the answer is,

Â absolutely. And, and, we're going to, I'm going to show you is the optional video a

Â tool called the Scoring Matrix which allows you to add weight-ins to these

Â criteria. You might also observe, or say, hey, wait

Â a second. There's only three levels of evaluation

Â here from +one to -one, with zero in the middle.

Â That's not nearly enough resolution for me to distinguish across ten different

Â concepts. I hear you on that and that's also a

Â weakness that's addressed in the concept scoring matrix.

Â Now, those of you who are more right-brain have two objections yourselves.

Â The first is that, hey, wait a second. We can't really reduce everything in life

Â to a quantitative evaluation and I'd really like to make a more holistic

Â judgement of the qualities of these concept.

Â And, I hear you on that. And, I think it's good discipline to see

Â if you can get the concept selection matrix to be consistent with your

Â intuition. That suggests that you've been able to

Â capture what's really behind your intuition and that will benefit you when

Â you go to communicate that your rational to other people.

Â Maybe to the more left-brain of the stakeholders that you have to deal with.

Â And, you're also, some of you will also object that, hey, wait a second.

Â Aren't you just cooking these results to make it consistent with,

Â With what you really want the answer to be?

Â And, again, and quite similarly I would say,

Â If you can get the selection matrix to be very consistent with your intuition, then

Â it's a nice way of codifying what it is that you're intuition is telling you.

Â And that will serve well to document your results and to communicate to others.

Â