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The primary objective in design is to achieve the target value of the design's response function. If a design fails to achieve the target value, it most likely fails in two ways: inconsistent functional output and in design involving multiple response functions, unable to converge to the multiple target values in spite of iterative adjustment of the design parameters. The former is symptom of a design not able to perform in the presence of variability, i.e., noise. The latter is symptom of a design that fails to perform in the presence of functional coupling. Both problems are best addressed at the conceptual stage of the design at which only design solution that is inherently robust to noise and functionally uncoupled is entertained. If this is not possible, the alternative is to exploit the interaction between control variables and variables that are sources of noise and functional coupling to render the design insensitive to them.

The primary objective of design is to achieve the target value of its function. While principles and techniques of Robust Design address the issue of achieving target values in the presence of different types of variations and disturbances, there exists a unique challenge in achieving design targets when multiple response functions are interrelated. In order to overcome the challenge, we must avoid functional couplings and obtain the interrelationship structure as flexible as possible. In the Axiomatic Design process, such interrelationships are represented by coupling terms in a design matrix. From the targeting aspect of design, it is important to achieve a desirable design matrix structure to, first, avoid any functional coupling in a design matrix and, secondly, maximize allowable sequences of adjusting DPs.