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Product Design by Paul Rodgers, Alex Milton

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Concept evaluation and selection

While many stages of the design development process benefit from unbounded creativity and divergent thinking, concept selection is the process of narrowing a set of concept alternatives under consideration. Although concept selection is a convergent process, it is frequently iterative and may not produce a dominant concept immediately. Selection and evaluation are iterative processes that must be embedded in the development of new products. Designers are constantly evaluating which direction to take and generating many concepts to choose from.

A large set of concepts will usually be rapidly narrowed down to a more concise and focused set, but these concepts may need to be combined and improved to temporarily enlarge ...

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