Optimizing the development and evaluation of concepts during the design of consumer products through, e.g., topology optimization, often excludes areas associated with user needs (e.g., usability). This paper reports on an exploratory study of developing a system which can create new product concepts based on users’ preferences, requirements, and a clearly defined product structure. The 3D model of the product (structured using top-down design and resilient modeling) was integrated with calculations of the performance of the user needs (performance indicators). Different designs were developed based on design of experiment analyses and optimization analyses of the 3D model of the product (a kitchen stand mixer). The outcome of the analyses was a range of concepts which scored differently in the performance indicators. The best designs (based on Pareto front) were evaluated by six potential customers. Half of the participants preferred the same design, suggesting that this tool can be used to develop a design which a specific customer segment prefers. The process of creating the model and using it for customer interviews contributed a set of qualitative findings to the literature on combining parametric design, customization, and systematic design with user needs.