Society of Decision Professionals (SDP) Webinar
Using Decision Analysis in Designing Complex Products
Featuring:
Professor Robert Bordley - Professor and Program Director, University of Michigan Ann Arbor
Moderator: David Matheson - President and CEO, SmartOrg
đź“… Date: Wednesday, September 23, 2026
⏰ Time: 8:00–9:00 AM PT | 11:00 AM–12:00 PM ET
đź’» Location: Online via Zoom
đź“ť Notes:
- Members: Please make sure you are logged in to your SDP account to RSVP.
- Non-Members: You'll need to create an account on the SDP website to register (this does not require becoming a member). If you already have an account, simply log in.
After creating or logging in, go to Participate > Events and look for this event to complete your registration.
Abstract
Designing complex products involves decomposing customer requirements into ever more detailed requirements, designing solutions at each level of detail, testing those solutions and integrating those solutions into a final product. As this paper shows, requirements can be used in defining a utility function. Morphological matrices can be used in generating solutions. The utility function can be used in choosing a solution. Value of information can then choose how the solution's compliance with multiple requirements will be proven. This webinar describes these different applications of decision analysis in complex product design.
Meet the Speaker
Robert Bordley
Professor and Program Director, University of Michigan Ann Arbor
Dr. Robert Bordley, Fellow of INFORMS, the American Statistical Association and the Decision Professionals Society, is Professor and Program Director, Systems Engineering and Design, IOE Department, University of Michigan Ann Arbor. Bob won the Ramsey Medal, the DA Publication Award, the General Motors Chairman’s Award, GM’s President’s Council Award, GM Award of Excellence, etc. Bob authored Managing Project Complexity and Risk with Systems Engineering, twelve book chapters and ninety refereed publications. Bob, Chair of the IncoSE Corporate Advisory Board, has been INFORMS Council Member, Decision Analysis Board member, ASA risk section President and POMS Vice-President.
Moderator
David Matheson
President and CEO, SmartOrg
With decades of portfolio and innovation management experience, David is a leader in helping executives achieve better growth results. He is the President and CEO of SmartOrg – a company he cofounded in 2000 that provides software and services to support decision making and manage uncertainty. His qualifications include a Ph.D. in organizational decision making from Stanford University, as well as being a Fellow with the Society of Decision Professionals (SDP), where he recently served as president. He is also an educator, startup advisor, public speaker and author of “The Smart Organization” from Harvard Business School Press. When off from work, David gravitates towards his passion for cycling and dark chocolate.
Not an SDP member yet? 👉 Join the Society of Decision Professionals today and enjoy free access to all webinars, member networking opportunities, and more.
Please register in advance to receive your Zoom link in the confirmation email.