Representation of Expert Knowledge on Product Design Problems Using Fuzzy Cognitive Maps

Abstract

An increasing number of companies are seeking to integrate design as a strategic capability to address contemporary business and societal challenges. However, effectively integrating design into an organization poses challenges due to the limited understanding of how to manage this process and assess its impact. This study explores a model based on fuzzy cognitive maps for measuring the impact of design within projects at an organizational level. This model establishes causal relationships among four key layers: design decisions, design metrics, business metrics, and product lifecycle. These layers encompass underlying concepts that can be represented using fuzzy variables, enabling the modeling of a complex system as a Fuzzy Cognitive Map (FCM) in order to visually represent expert knowledge. This approach facilitates the visualization and examination of potential scenarios within the organizational context. The proposed model provides an alternative or complement to existing methods for measuring the impact of design on projects within an organization. To illustrate this, a real-world problem is presented by describing the application of an FCM to evaluate the workflow of a specific operation known as “Digital CVV on-off” feature.