How Design Proposals are Evaluated - A Pilot Study

Michael Deininger*, Claus Thorp Hansen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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In addition to being functional and well-engineered, successful products in today's market are also desirable and appealing to customers. A decision to purchase a product or not is often influenced not only by facts, but also by emotions. Qualities like desirability and appeal that trigger an emotional response can be challenging to satisfy. These qualities can be difficult to quantify and measure and do not easily translate into requirements and specifications. Therefore, understanding the emotional responses of potential customers to product proposals would allow designers to adapt their design strategies. In this study, participants were invited to review a range of design proposals and asked to rank order them relative to one another. The participants were asked to record their comments while discussing their ranking. The findings show that study participants often made decisions about how good or bad they thought a design proposal was without providing rationale to support their rankings. In some cases the rankings were aligned with the comments, but sometimes they were in conflict. More work is needed to further explore the decision-making process and the criteria used when reviewing design proposals.
Original languageEnglish
Title of host publicationProceedings of the Design Society
PublisherCambridge University Press
Publication date2021
Pages1715 - 1724
Publication statusPublished - 2021
Event23rd International Conference on Engineering Design (ICED21) - Chalmers University of Technology, Gothenburg, Sweden
Duration: 16 Aug 202120 Aug 2021


Conference23rd International Conference on Engineering Design (ICED21)
LocationChalmers University of Technology

Bibliographical note

This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (, which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.


  • Industrial design
  • Evaluation
  • Design education


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