Pugh Matrix for Problem-Solving: How to Make a Decision Matrix

A Pugh matrix—also known as a decision matrix or problem matrix—is a criteria rating form by which you compare various alternatives by various standards. A Pugh matrix uses a chart specifying one baseline across several different categories as well as multiple alternatives to this baseline.

For example, suppose you have a product your customers hope will become more energy-efficient, yet you know increased energy efficiency will cost your company far more money than it currently takes to make a product. By using this criteria-based matrix, you can more specifically notate the pros and cons of each approach in different columns and rows.

The Pugh method to design such a matrix takes its name from Stuart Pugh, a twentieth-century British product designer. He used these matrices to establish concrete sets of criteria by which he could compare a current product against possible future iterations, hoping to distinguish which would ultimately be the best alternative. Since then, people both inside and outside the product design community have used the Pugh matrix for a litany of different ends.

While using this decision matrix method might sound complicated in theory, it’s much easier in practice. Keep this step-by-step Pugh matrix template in mind as you embark on testing your own ideas and approaches:

• Choose your criteria. Decide which specific criteria you want to use to compare your current product or idea to various possible iterations. Consider the voice of the customer and of your company internally as you make headway on this. Use your evaluation criteria as a starting point, but keep in mind you might come up with additional necessary standards after the effect. Your Pugh matrix is a jumping-off point for analysis and decision-making rather than a final step.
• Decide on a baseline. Before you begin your official opportunity analysis, choose a baseline by which you can compare all potential alternatives. In many instances, this can merely be the current state of your product. This allows you to consider the variety of improvement opportunities possible against a firm backdrop. If you need to make specific improvements to this product, consider giving a weighted score to more important criteria.
• Line up the alternatives. Add new alternatives to your chart, placing each in a column above rows you have marked for your selection criteria. Suppose you’re creating a matrix for a cell phone you sell and want to compare potential future iterations on three levels: design concepts, cost-saving measures, and greater product durability. You would include each of your various alternatives at the top of a new column and chart out pluses and minuses for each of those categories below.
• Make notes in each box. Consider the various criteria in your selection matrix. Ask whether each new iteration will be a net gain or a net loss. For example, if a new safety feature will cost you more money, mark cost-saving measures with a minus. If it will likely lead to greater product durability, add a plus in that box. You can also score your chart numerically, just make sure to use a consistent standard. This enables you to create a weighted value if some criteria are more important than others.
• Total each column. Once you’ve marked up all your important criteria with pluses, minuses, or numerical scores, total up each column. If you’re using pluses and minuses, a plus counts for +1 and a minus counts for -1. At the end of this process, you’ll have an overall score for each of your potential iterations.
• Weigh your findings. Compare all the iterations against one another in terms of their final score. Tentatively speaking, the one with the highest score is your best alternative should you decide to proceed with creating a new iteration of your product. Still, relative weighting might make this murkier than it sounds. For instance, if you more highly weighted meeting customer requirements over internal company requirements, your internal team might have a different opinion of your findings than your customer base.
• Work on implementing solutions. A Pugh matrix is an opportunity for brainstorming—a first step in finding an optimal solution for potential product improvements. Work with your team members to see if they agree with the findings of your Pugh matrix. See if you can work to create a new iteration of your product in line with the score and remember it’s always okay to go back to the drawing board.

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