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This paper presents a conceptual design approach including pattern creation from designers, alternative exploration with a DOE matrix, alternative analysis via computer simulation and alternative selection by DEA analysis. Designers possessing domain knowledge create various design patterns to meet the requirements of product performance and customer expectations. Then, based on these design patterns, the alternatives, considered as decision-making units (DMUs), are extracted from various quality level combinations by following the use of the DOE matrix. The nature of the DOE matrix ensures that distinctive representatives are constructed for all design alternatives. The total alternatives (DMUs) consist of the alternatives associated with all the patterns. Computer simulation with ANSYS software is introduced to convert the quality level combination of each alternative (DMU) into simulated outputs, which are further categorised into DEA inputs and DEA outputs for DEA frontier analysis. Four DEA methods, CCR-min input, CCR-max output, BCC-min input and BCC-max output, are used for analysing typical market representatives resulting from market uncertainty. The found efficiencies are used to rank and select the explored alternatives (DMUs) for the next stage of the detailed design. A bike-frame product is chosen as an example to demonstrate the proposed approach. The results clearly show that the proposed approach enables designers to economically select appropriate design alternatives that satisfy performance expectations during the conceptual design stage.

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