TY  - CONF
TI  - Dissemination of Target Value Design Principles Through a Bridge Construction Online Simulation: Overview and Case Study
C1  - Osaka and Kyoto, Japan
C3  - Proceedings of the 33rd Annual Conference of the International Group for Lean Construction (IGLC 33)
SP  - 1463
EP  - 1473
PY  - 2025
DO  - 10.24928/2025/0170
AU  - Shah, Manav
AU  - Bharadwaj, Doobari
AU  - Ehsas, Hameedullah
AU  - Ramalingam, Shobha
AU  - Rybkowski, Zofia K.
AD  - Project Controls Engineer, Bechtel, India. mvshah2620@yahoo.com, https://orcid.org/0009-0002-2462-6203 
AD  - Construction Engineer, Bechtel, India. doobaribharadwaj@gmail.com, https://orcid.org/0009-0001-6704-0192
AD  - Ph.D. Student, Department of Construction Science, Texas A&M University, College Station, Texas, USA.     hameedullahehsas@tamu.edu,  https://orcid.org/0000-0003-0137-9473 
AD  - Associate Professor and Project Lead, School of Construction, NICMAR University Pune, Maharashtra, India.  sramalingam@nicmar.ac.in, https://orcid.org/0000-0003-4026-5866 
AD  - Professor, Department of Construction Science, Texas A&M University, College Station, Texas, USA.  zrybkowski@arch.tamu.edu, https://orcid.org/0000-0002-0683-5004
ED  - Seppänen, Olli 
ED  - Koskela, Lauri 
ED  - Murata , Koichi 
AB  - 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.
KW  - Target Value Design; Online lean simulation
KW  - Gaming Pedagogy
KW  - Construction
PB  - 
T2  - Proceedings of the 33rd Annual Conference of the International Group for Lean Construction (IGLC 33)
DA  - 2025/06/02
CY  - Osaka and Kyoto, Japan
L1  - http://iglc.net/Papers/Details/2353/pdf
L2  - http://iglc.net/Papers/Details/2353
N1  - Export Date: 02 June 2025
DB  - IGLC.net
DP  - IGLC
LA  - English
ER  -