I am a big fan and user of the Custom DOE option in JMP. I recently use the option to plan a pro COVID vaccination advertising campaign that significantly increased rates. At the same time, I wish that the software included expected bias (at least as an option) in the design criterion. Both Doug Mongomery and I have written papers about variance plus expected bias criteria. George Box pointed out the importance of including bias in experimental planning optimization. For related references please consider our old article:
Allen, T. T., & Tseng, S. H. (2011). Variance plus bias optimal response surface designs with qualitative factors applied to stem choice modeling. Quality and Reliability Engineering International, 27(8), 1199-1210.
Variance plus bias optimal response surface designs with qualitative factors applied to stem choice ...
It shows how to make reasonable assumptions in general situations. Contact me at allen.515@osu.edu if you want to discuss this.