DISSEMINATION OF TARGET VALUE DESIGN PRINCIPLES THROUGH A BRIDGE CONSTRUCTION ONLINE SIMULATION: OVERVIEW AND CASE STUDY

Abstract

This paper aims to qualitatively investigate the impact of Target Value Design (TVD) principles within academic and professional spheres through the creation and evaluation of an innovative and interactive serious game. A novel online TVD simulation was designed and tested, challenging participants to construct a bridge while balancing constraints related to cost, aesthetics, and quality. The bridge format of this TVD game resolved the “gravity challenge” experienced by past TVD simulations that required constructing a tower. The simulation aims to mirror real-world decision-making under TVD guidelines. The findings reveal that participants applying TVD principles were able to identify a market-based cost for the bridge and subsequently reduce project costs by 15% to 25% to meet the owner’s target cost. These results underscore the effectiveness of the game in testing and conveying key TVD principles. This study seeks to expand the reach of TVD principles, which are now becoming integral to the practice of lean construction. The accessible online format offers a valuable learning tool for emerging construction science professionals, enabling them to grasp TVD concepts in an engaging and practical manner.