Product Design Generation and Decision Making Through Strategic Integration of Evolutionary Grammars and Kano Model

The ability for a product developer to successfully launch useful products is tied to the company’s product design strategies. Due to the complexity of perception and expectations on new product design from customers and the diverse perspectives of the product developer, any approaches without systematically analyzing these complex criteria to assess decision making on product design strategies are therefore deemed as inappropriate. A systematic approach to determine appropriate product design strategies based on the attributes of product design and customer expectations should thus be considered. This research focuses on the investigation of shape formulation process using evolutionary grammars (EG) and non-linear product design analysis with Kano model to refine product design strategies. Through the strategic integration of evolutionary grammars and Kano model, the complex effects on the evolutionary design process and product design strategies are revealed. In order to demonstrate the viability of the approach, experiments are described and a comparison analysis on three EG-Kano reference models is performed. Upon determining the appropriate EG-Kano reference model, the product developer can refine the product design strategies to suit the targeted market.