## 3 Case Validation
### Decision Making Based on Conflict Degree
#### 3.5.4 Analysis of Design Improvement Directions  
To understand the specific directions for improving the product, this study conducted a comparative analysis based on the optimal solution. Using \(CS_{7}\) (Redmi K60 Ultra) as an example, we aimed to identify areas for enhancement.  
As shown in Figure 4, in \(DP_{1}\), \(DP_{2}\), \(DP_{4}\), and \(DP_{6}\), the conflict degree of \(CS_{7}\) is higher than the product's optimal configuration \(CS_{\text{new}}\). This indicates that in these four design themes, the design approach adopted by \(CS_{7}\) will result in more conflicts, leading to a decrease in sales. Therefore, significant improvements are needed in these four aspects. The larger the difference, the higher the priority for improvement. Thus, the priority for improvement in product themes is \(DP_{1}\)\(>\)\(DP_{2}\)\(>\)\(DP_{4}\)\(>\)\(DP_{6}\).  
\begin{table}
\begin{tabular}{c c} \hline
**Weight** & **Coefficient** \\ \hline \(C_{1}\) & \(166.87\) \\ \(\gamma_{1}\) & \(-68.06\) \\ \(\gamma_{2}\) & \(-122.82\) \\ \(\gamma_{3}\) & \(-35.454\) \\ \(\gamma_{4}\) & \(-249.79\) \\ \(\gamma_{5}\) & \(-192.35\) \\ \(\gamma_{6}\) & \(-111.55\) \\ \hline \end{tabular}
\end{table}
Table 13: The relationship between conflict degree and pricing.  
Figure 4: Comparison of the degree of conflict between \(CS_{7}\) and the optimal configuration scheme \(CS_{\text{new}}\).  
\begin{table}
\begin{tabular}{c c} \hline
**Design Theme** & **Optimal Conceptual Design Scheme (\(CS_{\text{new}}\))** \\ \hline \(DP_{1}\) & \(CS_{3}\) \\ \(DP_{2}\) & \(CS_{3}\) \\ \(DP_{3}\) & \(CS_{6}\) \\ \(DP_{4}\) & \(CS_{4}\) \\ \(DP_{5}\) & \(CS_{2}\) \\ \(DP_{6}\) & \(CS_{5}\) \\ \hline \end{tabular}
\end{table}
Table 14: Optimal conceptual design scheme.  
Based on the raw data captured in Section 3.1, negative comments related to four \(CS\) design themes were selected for manual labelling. The comments were analysed to extract elements such as \"product features\" and \"product issues\", and their frequency and percentage were calculated. For brevity, the analysis results are presented for \(DP_{1}\) (aesthetic experience) as an example in Table 15; similar analyses were conducted for \(DP_{2}\), \(DP_{4}\), and \(DP_{6}\) but are not listed here.  
After identifying the issues mentioned above, specific improvement strategies can be proposed through consultations with experts, such as:  
1. Consider using higher-quality, tactile plastics or exploring the use of premium materials such as metal or glass. Special surface treatments can be applied to enhance the touch and texture, reducing the perception of low cost. A wider range of colours can be chosen to increase product appeal. Moreover, gradient colours, frosted textures, or other unique designs can be explored to enhance visual distinctiveness. The curvature and design of the shell should be adjusted to improve ergonomic comfort. The addition of anti-slip features should be considered to enhance grip stability.
2. Implementing anti-fingerprint coatings to reduce fingerprint and dust adhesion. The screen colour accuracy and saturation should be increased to ensure clearer and more vivid display effects.
3. A smoother camera module seamlessly integrated with the shell design is used to reduce protrusion. Consider adopting a concealed design or unique shape to maintain aesthetics.
4. Consider using more robust materials, such as metals, to improve durability. Edge protection designs have been introduced to reduce the risk of collision damage to the mid-frame.