Question

A system engineer needs to decide on one of five design features to include in the next product release. For purposes of this problem the features are called F1 to F5. A marketing survey was completed that broke the potential customers down into three categories: novice, standard user, and power user. The result of the marketing survey is as follows:

Novice users preferred F1and F2 over F3.
Novice users strongly preferred F4 over F5 and both over F1.
Power users strongly preferred F5 over all others.
Power users were indifferent between F1 and F3 but preferred F4 over F2.
Power users preferred F2 over F1.
Standard users preferred F1 over F5 and F4.
Standard users demonstrated a strong dislike for F2.
Standard users where indifferent between F3 and F4
Standard users preferred F5 over F4

Develop a decision matrix and discuss your rational for choosing the utility values. Do the statements above create a consistent ranking?

Answer 1

A system engineer can use a decision matrix to assign utility values to product features based on customer preferences by user group. The preferences must be analyzed for consistency and conflicts resolved, with the possibility of further market research if required. This helps select the design feature that aligns best with the product strategy.

Step-by-step explanation:

A system engineer deciding on new design features for a product can utilize a decision matrix to weigh the preferences of different user groups and make an informed decision. By assigning utility values to each feature based on their preferences, the engineer can systematically evaluate which feature may be most beneficial to include in the next release. The given preferences need to be carefully assessed, and it may be necessary to assign numerical values to different degrees of preference (e.g., 'strongly preferred' vs 'preferred').

Considering the preferences stated by the three user categories, assigning higher values to features that are strongly preferred and lower values to those that are disliked or generated indifference, can provide a clear ranking. However, if conflicting preferences arise among different user groups for a single feature, the engineer must decide on the importance of each group's satisfaction based on potential market impact or business goals. The decision matrix becomes an essential tool in identifying which feature aligns best with the overall product strategy. For example, if feature F5 is ranked highest by power users who may be the primary target market, then despite its lower ranking by novice and standard users, it might still be the optimal choice.

It is essential to validate whether the preferences create a consistent ranking, which would require analyzing the matrix for any contradictory or incompatible preferences that cannot be resolved within a single ranking. If inconsistencies are found, the engineer may need to revisit the criteria or conduct further market research.