Integrated DEsign Automation Laboratory

Integrated DEsign Automation Laboratory

Decision-Based Enterprise-Driven Design

Decision-Based Enterprise-Driven Design ecognizes the substantial role decisions play in design and the need to synthesize business and engineering models in multidisciplinary design environments. At the core of this research area is the establishment of rigorous decision-making principles and study of the interrelationships between enterprise product planning and engineering product development. Our current research focus is on developing analytical approaches that bridge the gap between quantitative engineering design decisions and qualitative consumer preferences through demand modeling.  With the DBD framework, engineering design is modeled as a decision-making process that seeks to maximize the value of a designed artifact under uncertainty and risk.

Our current research is focused on modeling the heterogeneity of consumers’ preferences and the impact of social network on consumers’ choices.  In the proposed Multidimensional Customer-Product Network (MCPN), customer-product interactions are viewed as a socio-technical system where separate entities of “customers” and “products” are simultaneously modeled, and multiple types of relations, such as consideration and purchase, product associations, and customer social connections are considered. Beyond the traditional descriptive analysis that examines the network structure characteristics, we employ the Exponential Random Graph Model (ERGM) as a unified statistical inference framework to interpret complex preference decisions. A two-stage network-based modeling approach has been developed to study customers’ consideration and choice behaviors as distinct but integrated activities. The Our approach broadens the traditional utility-based logit models by considering dependency among complex customer-product relations, “irrationality” of customers induced by social influence, nested multi-choice decisions, and correlated attributes of customers and products.

Our research is anticipated to revolutionize the way engineering design and quality improvement are implemented in industry and make significant contributions to enhancing competitiveness in developing profitable products. Industry will have a design framework such that designers can focus their engineering efforts on the most critical areas of feature upgrades and quality improvement, considering not only the engineering requirements but also the business interests, customer desires, and market behavior.

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Integrated DEsign Automation Laboratory

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