Method for iterative design of products
View Patent ↗The invention involves generating and presenting, typically electronically, a number of design alternatives to persons who are participating in the design, selection, or market research exercise. The participants (referred to as “selectors”) transmit data indicative of their preferences among or between the presented design alternatives, and that data is used to derive a new generation of design alternatives or proposals. The new designs are generated through the use of a computer program exploiting a genetic or evolutionary computational technique. The process is repeated, typically for many iterations or cycles.
1. A method of selecting one or more preferred decision objects, each decision object representing a form of a product, the method comprising the steps of:
(a) presenting decision objects to a plurality of selectors over an electronic network;
(b) obtaining information from at least one of the selectors representative of a preference among the presented decision objects;
(c) using the obtained information to influence the structure of a derived group of at least one of the presented decision objects and thereby generating one or more derived decision objects;
(d) repeating steps (a) through (c), using the one or more derived decision objects from step (c) as the presented decision objects, until a stopping condition is met; and
(e) upon achieving the stopping condition, selecting one or more of the decision objects as the one or more preferred decision objects, wherein the product is selected from the group consisting of investment products, automobiles and subparts thereof; apparel, ensembles of clothing, shoes, watches, jewelry, toys, consumer electronics, recipes, foods, book or magazine covers, newspaper layouts, packaging, perfumes, scents, color palettes, fabrics, furnishings and interior designs, wallpaper, chairs, tables, lamps, couches, bed spreads, quilts, carpets, decorative objects, utilitarian objects, or parts thereof, silverware, flatware, crystal ware, fixtures, architecture, web sites and web pages, software, graphical user interfaces, software features; cable TV package, vacation packages, transportation schedules, academic programs or curricula; advertising materials such as printed advertisements, billboard messages, logos, diet plans, exercise plans, restaurant menus, store layouts; office layouts; direct marketing campaigns (fliers and inserts); e-marketing campaigns; business strategies; speech outlines, sales presentations, election campaigns, business plans, songs, jingles, and story lines.
2. The method of claim 1 wherein the obtained information indicates which of the presented decision objects are preferred by the selector.
3. The method of claim 1 wherein the obtained information indicates the extent to which one or more of the presented decision objects are preferred by the selector.
4. The method of claim 1 wherein the obtained information indicates which of the presented decision objects are not preferred by the selector.
5. The method of claim 1 wherein the obtained information indicates the extent to which one or more of the presented decision objects are not preferred by the selector.
6. The method of claim 1 wherein different selectors are presented with different decision objects.
7. The method of claim 1 wherein each selector comprises a group of persons.
8. The method of claim 1 comprising using a genetic or evolutionary computational technique to generate the derived decision objects.
9. The method of claim 1 wherein the decision object comprises a subpart of a the product.
10. The method of claim 1 , 2 , 3 , 4 , 5 , 6 , or 7 wherein the product is a web site, web page, advertising material, advertising material on a web page, or an e-marketing campaign.
11. A method of selecting a preferred one or a preferred group of web pages having a plurality of combinations of attributes from a larger population of possible web pages, the method comprising the steps of:
(a) presenting, over an electronic network, to a plurality of selectors, web pages having a plurality of combinations of attributes;
(b) obtaining information from selectors representing interactions with the presented web pages;
(c) using the information to influence the attribute combination of a derived group of web pages comprising one or more different combinations of attributes;
(d) iterating steps (a) through (c), using a derived web page from step (c) as the web pages in step (a); and
(e) upon achieving a stopping criterion, selecting one or a group of preferred web pages for further use or sale.
12. The method of claim 11 further comprising scaling the information obtained from the plurality of selectors with respect to the presented web pages.
13. The method of claim 11 wherein the stopping criterion is achieved when the derived group of web pages cease to change significantly after an iteration.
14. The method of claim 11 wherein the stopping criterion comprises one or more of a decision to purchase made by the selector, achieving a predetermined number of iterations, achieving a consensus agreement of the attributes by a plurality of persons comprising the selector, participation of a predetermined number of persons comprising the selector, achieving a predetermined number of assessments, passage of a predetermined amount time, arrival of a point in time in the future, intervention of a person who determines that a good design has been achieved, lack of improvement in emerging product forms, selection of a specific product form by a person comprising the selector, or convergence of all design alternatives to a predetermined number of alternatives.
15. The method of claim 11 wherein step (b) comprises obtaining data representative of which web page within the presented group are preferred by a said selector.
16. The method of claim 11 wherein step (b) comprises obtaining data representative of which web pages within the presented group are not preferred by a said selector.
17. The method of claim 11 wherein step (b) comprises obtaining data representative of one or more of the plurality of selectors preference between a presented web page and a previously presented web page.
18. The method of claim 11 wherein the attributes of said web pages include cost, size, color or color combination, pattern, shape, content feature, theme, dimension, aspect ratio, dominant color, background color, color scheme, size of print, presence or absence of pictorial materials, varying types of content for pictorial materials.
19. The method of claim 11 comprising using a genetic or evolutionary computational algorithm to evolve or select some or all of the derived web pages.