“…Wood and Agogino (1996) cited various sources that demonstrate the conceptual design stage, which takes up the initial 10-20% of the total design time, influences the entire design process including costs. Moreover, Xu, Li, Li, and Tang (2005) and Machwe and Parmee (2007) stated poorly conceived design concept can never be compensated by a good detailed design and also the importance of taking correct decisions early on in the design process is now well understood.…”