A Pugh Matrix is a selection method used to compare and select the best solution from a set of alternative proposals. It helps determine which of the solutions are more valuable than the others.

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Pugh Matrix
Choosing the Best Alternative Using the Pugh Matrix Method

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Definition
A decision method used to compare and select the best option from a set
of alternatives.
Pugh Matrix 2
A qualitative technique that is
used to determine which
alternative is more valuable
than the others based on
predefined criteria.
A form of
prioritization
matrix

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Definition
It allows for example to compare multiple design concepts versus a
baseline design using customer requirements as the criteria for
comparison.
Pugh Matrix 3

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Definition
In a Pugh matrix, the candidate alternatives are compared against a
reference or standard which might be . . .
Pugh Matrix 4
The current
solution that
already exists.
A goal or
benchmark to
be reached in
the future.

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Uses
A common example of using the Pugh matrix is when making design
decisions by design engineers or product designers to evaluate multiple
design concepts during the product development cycle.
Pugh Matrix 5
It helps them to compare and evaluate multiple designs with respect to customer
requirements as the criteria

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Uses
Besides product design, it can be used in . . .
Pugh Matrix 6
Deciding which vendor to select
Deciding which investment to take
Deciding which improvement project to initiate

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Uses
It is also used when improving or redesigning processes to select the
solution that will achieve the best performance results.
Pugh Matrix 7
Answers . . .
Which improvement option best matches customer and organizational goals?

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Benefits
Pugh Matrix 8
Subjective opinions about one
alternative versus can be made more
objective.
Allows the team to agree on priorities
and move toward the action
collectively.
Helps making more informed and
justifiable decisions.
Does not require a great amount of
quantitative data.

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Evaluation Criteria
Represent defined standards by which the different alternatives can be
measured and compared.
Developing a list of criteria is the first step before evaluating the candidate
alternatives.
Pugh Matrix 9

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Evaluation Criteria
Should be easily measured and relevant to the situation.
Pugh Matrix 10
For product design,
consider customer
requirements to
develop the
evaluation criteria.
For process design,
consider the voice
of the customer to
develop the
evaluation criteria,

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Evaluation Criteria
How to develop evaluation criteria?
Conduct an evaluation criteria development session.
Pugh Matrix 11
Generate ideas
(Brainstorming)
Reduce Ideas
(Voting)
Organize Ideas
(Affinity)

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Evaluation Criteria
Each criteria item can optionally be given a weight value to indicate its
importance as perceived by the team and other stakeholders.
Pugh Matrix 12
These weights can be set by a group of experts or by the team
The more important the
criteria, the higher the
weight it can be given

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Baseline Solution
A basic Pugh matrix consists of a set of evaluation criteria, the baseline
solution, and the candidate alternatives under consideration.
Criteria Weight Baseline 1 2
0
0
0
0
Score
Rank
The baseline solution is
always set to Zero
Pugh Matrix 13

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Comparing and Scoring
Indicate how the baseline solution is compared with each of the candidate
alternatives by placing a plus, minus, or zero.
Criteria Weight Baseline 1 2
1 1 0 + -
2 3 0 - -
3 1 0 + +
4 5 0 0 +
Score
Rank
Better than baseline
Worse than baseline
0 About the same
Pugh Matrix 14
For each candidate alternative, determine whether it is better, same or worse than
the baseline

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Final Scoring
The final scores can be obtained by adding up the weighted scores for each
candidate alternative.
Pugh Matrix 15
Typically, the best
alternative is the one with
the most pluses and the
fewest minuses
Criteria Weight Baseline 1 2 3 4
1 1 0 + - + 0
2 3 0 - - 0 -
3 1 0 + + + 0
4 5 0 0 + + -
Score
Rank

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Steps for Creating and Using the Pugh Matrix
A Pugh matrix exercise is best when it is conducted in team.
Pugh Matrix 16
It is important to include people
with enough knowledge of the
situation to avoid missing any
critical point.

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Steps for Creating and Using the Pugh Matrix
Pugh Matrix 17
With your team, clearly explain the purpose for constructing the Pugh matrix
• Prepare the list of candidate alternatives and Identify the relevant evaluation
criteria.

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Steps for Creating and Using the Pugh Matrix
Pugh Matrix 18
In a table, place the evaluation criteria in the left-hand column and the candidate
alternatives in the top row
• Select a baseline solution or benchmark to be used as the standard for
comparison.

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Steps for Creating and Using the Pugh Matrix
Pugh Matrix 19
• Notice the highest score solutions, the one with the most pluses and the fewest
minuses.
Ask the team to compare the baseline solution with each alternative using plus, minus,
or zero signs

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Steps for Creating and Using the Pugh Matrix
Pugh Matrix 20
Look for opportunities to combine the best aspects of different solutions
• An ideal solution can be developed by mixing the positive aspects from multiple
options.

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Example - Concept selection from among three alternatives
The below Pugh matrix was created to select the best concept from among
three candidate alternatives.
Pugh Matrix 21
Criteria Alternative 1 Alternative 2 Alternative 3 Baseline Weight
Safe - - 0 0
Durable + 0 - 0
Weight - - + 0
Easy to assemble + 0 - 0
Reliable - - - 0
Cost + 0 + 0
NET SCORE 0 -3 -1
RANK 1 3 2
CONTINUE? Yes No No

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Example - Concept selection from among three alternatives
The following is the same example after the application of a weighting factor.
Pugh Matrix 22
Criteria Alternative 1 Alternative 2 Alternative 3 Baseline Weight
Safe -1 -1 0 0 1
Durable +2 0 -2 0 2
Weight -1 -1 +1 0 1
Easy to assemble +2 0 -2 0 2
Reliable -1 -1 -1 0 1
Cost +3 0 +3 0 3
NET SCORE +4 -3 -1
RANK 1 3 2
CONTINUE? Yes No No

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