Evaluate all your design concepts to create the invincible solution.
A Pugh matrix assists in evaluating multiple ideas or design concepts against each other in relation to a baseline, or datum. For example, an innovation team might have many ideas about how to whiten teeth using new technologies. Then, based on this idea, the team might generate several specific design concepts for possible commercialization. The Pugh matrix can help refine these ideas and/or concepts, and even facilitate the creation of more invincible hybridized ideas or concepts.
Use the Pugh matrix when you need to evaluate ideas against a set of criteria related to solution-neutral Outcome Expectations (see Technique 3), or when you need to evaluate design concepts against solution-specific Functional Requirements (see Technique 33). The Pugh matrix is a form of risk management: rather than prioritizing based on gut feel, rule out alternatives and formulate superior ideas or design concepts in a more structured, objective, and revealing way.
Scenario: RayRay's House of Hair has developed several competing design concepts for an automatic hair-washing ...