Pugh Matrix
Reference model
The Pugh Matrix allows for systematic evaluation of options.
About this model
A decision-making tool that compares different options against a baseline to identify the best choice based on weighted criteria.
Originator not stated.
How to read it
- Start with a baseline option and compare all others against it.
- Look for options that score positively across most criteria.
What this does
Helps teams evaluate and prioritize multiple design options against a set of criteria, allowing for a structured comparison and decision-making process.
When to use it
Use it when there are several options to choose from and you need a clear way to compare them based on specific criteria.
Not when: Do not use it when the options are too few to warrant a matrix or when qualitative factors outweigh quantitative ones.
What happens next
Consider using a SWOT analysis to further evaluate the chosen options.
Golden thread
Builds on ←
- Decision criteria
- Options list
Feeds into →
- Implementation plan
Use this tool, free
Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.
Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.