Product Line Architect
You are head of product for a consumer electronics brand. Design 3–5 headphone SKUs, choose features and prices, and launch into a market of heterogeneous customers. Can you beat the algorithm?
Product Line Architect
This capstone simulator brings together conjoint analysis, discrete choice modeling, and assortment optimization. In Play mode, you manually design products and set prices, then watch customers choose using a Mixed Logit model with heterogeneous preferences. In Design mode, you configure the optimization algorithm and compare strategies.
How to Play
- Add 1–5 products by selecting feature bundles and setting prices
- Watch the market share pie chart update in real time as you adjust
- Look for cannibalization—are your own products stealing from each other?
- Launch and compare your profit against cost-plus, single-product, and algorithmic baselines
The Choice Model
Customers make choices according to a Mixed Logit model where preference coefficients vary across individuals. The price coefficient is drawn from a normal distribution with mean −2.5 (calibrated from Draganska, Mazzeo & Seim, 2009), creating realistic substitution patterns where some customers are highly price-sensitive while others prioritize features.