The use of function has been recognized as an important part of the design process over last two decades, especially at the conceptual design stage, due to its critical role in determining the final product’s functionality. Although there are now some general methodologies dealing with functions or reasoning about functions, virtually no commercial CAD system can support conceptual design process due to their focus on geometrical modeling but not functional modeling. This paper presents a functional modeling approach to guide conceptual die design through functional reasoning steps including functional decomposition, functional supportive synthesis and function-structure mapping. The formed functional model provides a good basis to generate various die structures at the conceptual design stage, because function is a higher level of abstraction than structure, and helps to capture the designer’s intent. The functional modeling process has been implemented in a computerized design environment to expedite the conceptual die design process. / Singapore-MIT Alliance (SMA)