Chapter(9:(ProductArchitecture( · Product(Design(and(Development! KarlT.UlrichandStevenD.Eppinger!...
Transcript of Chapter(9:(ProductArchitecture( · Product(Design(and(Development! KarlT.UlrichandStevenD.Eppinger!...
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Chapter 9: Product Architecture
Product Design and Development Fourth Edi;on
by Karl T. Ulrich and Steven D. Eppinger
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Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edi7on, Irwin McGraw-‐Hill, 2000.
Chapter Table of Contents 1. Introduc7on 2. Development Processes and Organiza7ons 3. Product Planning 4. Iden7fying Customer Needs 5. Product Specifica7ons 6. Concept Genera7on 7. Concept Selec7on 8. Concept Tes7ng 9. Product Architecture 10. Industrial Design 11. Design for Manufacturing 12. Prototyping 13. Product Development Economics 14. Managing Projects
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Planning
Product Development Process
Concept Development
System-Level Design
Detail Design
Testing and Refinement
Production Ramp-Up
Product architecture is determined early in the development process.
Platform decision
Concept decision
Decomposition decision
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Product Architecture: Defini;on The arrangement of func;onal elements into physical chunks which become the building blocks for the product or family of products.
Product
module
module
module
module
module
module
module
module
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Aspects of Product Architecture • Modularity • Point of product differen;a;on
Importance of Product Architecture • Decided early and drives design • Impacts manufacturing cost • Impacts product evolution • Impacts organization structure of design
teams
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Modular Design Displays the Following Proper;es: • Each physical chunk implements one or a few func;onal elements in their en;rety
• The interac;ons between chunks are well defined (i.e. the interfaces are well defined)
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Integral Product Architectures • Func;onal elements are implemented by mul;ple chunks, or a chunk may implement many func;ons.
• Interac;ons between chunks are poorly defined.
• Integral architecture generally increases performance and reduces costs for any specific product model.
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Modular or Integral?
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Examples
• Video Games – Modular: gaming systems (e.g. GameCube) – Integrated: stand-‐alone arcade games
• Power Supplies – Modular: power bricks – Integrated: on-‐board power converter
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Trailer Example: Modular Architecture
box
hitch
fairing
bed
springs
wheels
protect cargo from weather
connect to vehicle
minimize air drag
support cargo loads
suspend trailer structure
transfer loads to road
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Trailer Example: Integral Architecture
upper half
lower half
nose piece
cargo hanging straps
spring slot covers
wheels
protect cargo from weather
connect to vehicle
minimize air drag
support cargo loads
suspend trailer structure
transfer loads to road
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Integral vs. Modular Integral
• Higher system performance
• Tightly coupled design teams
• Hard to change
Modular • Reduced
performance • Decoupled design
teams • Requires clear
definition of interfaces • Increased flexibility • Accommodates
made-to-order products
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Integral vs. Modular
Integral • Higher system performance
• Lower system cost (in large volume)
• Tightly coupled design teams
• Expensive Tooling • Hard to change
Modular • Changeability • Decoupled design teams
• Reduced performance • Requires flexible manufacturing
• Cheaper at low volumes
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What is this?
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Nail Clippers?
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Modular or Integral Architecture?
Motorola StarTAC Cellular Phone
Rollerblade In-Line Skates
Ford Explorer
Apple iBook
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Types of Modularity • Slot-‐Modular Architecture
– unique interfaces for aYachment to a base element (e.g. pacemaker leads)
• Bus-‐Modular Architecture – common interfaces for aYachment to a base element (e.g. USB connectors on a computer)
• Sec;onal-‐Modular Architecture – Common interfaces between elements without a base element (e.g. legos & piping)
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Bus? Slot? Sectional?
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Choosing the Product Architecture Architecture decisions relate to product planning
and concept development decisions: • Product Change (copier toner, camera lenses)
• Product Variety (computers, automobiles)
• Standardiza;on (motors, bearings, fasteners)
• Performance (racing bikes, fighter planes)
• Manufacturing Cost (disk drives, razors)
• Project Management (team capacity, skills)
• System Engineering (decomposi;on, integra;on)
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The concepts of integral and modular apply at several levels:
• system
• sub-‐system
• component
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Product Architecture = Decomposi;on + Interac;ons
• Interac;ons within chunks
• Interac;ons across chunks
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Product Architecture Example: HewleY-‐Packard DeskJet Printer
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Establishing the Architecture
To establish a modular architecture, create a schema;c of the product, and cluster the elements of the schema;c to achieve the types of product variety desired.
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DeskJet Printer Schema;c
Flow of forces or energy Flow of material Flow of signals or data
Store Output
Store Blank Paper
Enclose Printer
Provide Structural Support
Print Cartridge
Position Cartridge In X-Axis
Position Paper
In Y-Axis
Supply DC
Power “Pick” Paper
Control Printer
Command Printer
Connect to
Host
Communicate with Host
Display Status
Accept User
Inputs
Functional or Physical Elements
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Cluster Elements into Chunks
Store Output
Store Blank Paper
Enclose Printer
Provide Structural Support
Print Cartridge
Position Cartridge In X-Axis
Position Paper
In Y-Axis
Supply DC
Power “Pick” Paper
Control Printer
Command Printer
Connect to
Host
Communicate with Host
Display Status
Accept User
Inputs
Paper Tray Print Mechanism
Logic Board
Chassis
Enclosure
User Interface Board
Host Driver Software
Power Cord and “Brick”
Functional or Physical Elements
Chunks
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Geometric Layout
printmechanism
paper tray
user interface board
printcartridge
logicboard
chassis
chassis
paperroller
print cartridge
paper tray
enclosure
logic board
height
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Incidental Interac;ons Enclosure
Paper Tray
Chassis
Print Mechanism
User Interface Board
Logic Board
Power Cord and “Brick”
Host Driver Software
Styling
Vibration
Thermal Distortion
Thermal Distortion
RF Interference RF
Shielding
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Addi;onal Advantage to Modular Design: HP products are designed to be recycled. Recycling design features include:
• Modular design to allow components to be removed, upgraded or replaced
• Elimina;ng glues and adhesives, for example, by using snap-‐in features • Marking plas;c parts weighing more than 25g according t ISO 11469
interna;onal standards, to speed up materials iden;fica;on during recycling
• Reducing the number and types of materials used • Using single plas;c polymers • Using molded-‐in colors and finishes instead of paint, coa;ngs or pla;ng • Relying on modular designs for ease of disassembly of dissimilar recyclable
materials
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Planning a Modular Product Line: Commonality Table
Chunks
Number of Types
Family Student SOHO (small office, home office)
Print cartridge 2 “Manet” Cartridge “Picasso” Cartridge “Picasso” Cartridge
Print Mechanism 2 "Aurora" Series Narrow "Aurora" series "Aurora" series
Paper tray 2 Front-in Front-out Front-in Front-out Tall Front-in Front-out
Logic board 2 “Next gen” board with parallel port
“Next gen” board “Next gen” board
Enclosure 3 Home style Youth style “Soft office” style
Driver software 5 Version A-PC Version A-Mac
Version B-PC Version B-Mac
Version C
Differentiation versus Commonality Trade off product variety and production complexity
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Fundamental Decisions
• Integral vs. modular architecture? • What type of modularity? • How to assign func;ons to chunks? • How to assign chunks to teams? • Which chunks to outsource?
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System Team Assignment Based on Product Architecture
F G E D I A C B1 K1 J P N Q R B2 K2 O L M H S T U VCrankshaft F F l l l l l l l l l l l l
Flywheel G l G l l l l
Connecting Rods E l E l l l l l l
Pistons D l l l D l l l l l l l l lLubrication I l l l l I l l l l l l l l l
Engine Block A l l l l l A l l l l l l l l l l
Camshaft/Valve Train C l l l l C l l l l l l
Cylinder Heads B1 l l l l l B1 l l l l l lIntake Manifold K1 l l l l K1 l l l l l
Water Pump/Cooling J l l l l l l J l l l l l l l l l
Fuel System P l P l l l l l l l l l l
Air Cleaner N l N l l l l l lThrottle Body Q l l l Q l l l l l l l l l
EVAP R l l R l l l
Cylinder Heads B2 l l l B2 l l l l l l l lIntake Manifold K2 l l l l l l K2 l l l l l l l
A.I.R. O l l l l l l O l l l l l l
Exhaust L l l l l l l l l L l l l l l l
E.G.R. M l l l l l l l l M l l l l l
Accessory Drive H l l l l l l l l l l l l l l l l H l l l l
Ignition S l l l l l l l l l l l l l l l l S l l lE.C.M. T l l l l l l l l l l l l l l l l l l T l l
Electrical System U l l l l l l l l l l l l l l l l l l l U lEngine Assembly V l l l l l l l l l l l l l l l l l l l l l l V
Frequency of PDT Interactionsl Daily l Weekly l Monthly
Team 1
Team 2
Team 3
Team 4
Integration Team
From “Innovation at the Speed of Information”, S. Eppinger, HBR, January 2001.
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Prac;cal Concerns
• Planning is essen;al to achieve the desired variety and product change capability.
• Coordina;on is difficult, par;cularly across teams, companies, or great distances.
• Special aYen;on must be paid to handle complex interac;ons between chunks (system engineering methods).
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Product Architecture: Conclusions
• Architecture choices define the sub-‐systems and modules of the product plahorm or family.
• Architecture determines: – ease of produc;on variety – feasibility of customer modifica;on – system-‐level produc;on costs
• Key Concepts: – modular vs. integral architecture – clustering into chunks – planning product families
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Power Bricks are annoying to most consumers. Why are they viewed as a good example of modular design?
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Product Structure
• Make to order (Dell Computers) • Make to stock (Roaster Pans) • Delayed Differen;a;on (Washing Machines)
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Design Conflict: Low Cost vs. Large Variety
• Integral Design – Focused mission/manufacturing
– Example – conven;onal screwdriver
• Modular Design – Flexible mission/manufacturing
– Example – bit holder and driver bits
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Point of Product Differen;a;on
The point in the manufacturing process where a product can only be made into a specific
stock keeping unit (SKU)
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Delayed Point of Product Differen;a;on
• The point in the manufacturing process where an item is limited to use for a single specific product is called the “Point of Product Differen;a;on”
• Delaying the point of product differen;a;on is called “Late Point Product Differen;a;on”
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Delayed differentiation or Postponement is a concept in supply chain management where the manufacturing process starts by making a generic or family product that is later differentiated into a specific end-product. This is a widely used method, especially in industries with high demand uncertainty, and can be effectively used to address the final demand even if forecasts cannot be improved. An example would be Benetton and their knitted sweaters that are intially all white, and then dyed into different colored only when the seasons customer color preference/demand is know. It is usually necessary to redesign the products specifically for delayed differentiation, and resequence to modify the order of product manufacturing steps.
From Wikipedia back
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Advantages of Late Point Product Differen;a;on
• Reduced inventories • More easily respond to demand varia;on
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Late Point Differen;a;on Examples
• Paint where pigment is added at the store • BeneYon sweaters • HP printers
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Modular Design allows for Late Point Differentiation
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Late Point Differen;a;on Principles
• The differen;a;ng elements of the product must be concentrated in one or a few chunks
• The product and produc;on process must be designed so that the differen;a;ng chunk(s) can be added to the product near the end of the supply chain.
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Plahorm Planning
The process of deciding what should be shared across products and what should be unique across products?
For example:
– How many driveshaks should you have for a Ford F150?
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Plahorm Planning
• AYempts to resolve the tension between 1. Differen;a;ng the product for various
customers 2. Taking advantage of the economic benefits of
using common components
• Product architecture will determine what trade-‐offs are available… if no good op;ons are available, see if the op;ons can be improved by changing the product architecture
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In-‐class exercise • Your company manufactures and sells spinal fixa;on devices.
• Assume that the design concept is to secure a rigid body (e.g. a metallic plate) to adjacent vertebrae so that the unstable region is immobilized.
• Consider how product architecture could impact your design. Please note that your product needs to serve a popula;on where spines come in a variety of sizes.
• What would be the embodiment of this design concept for a modular design?
• What would be the embodiment of this design concept for an integrated design?
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In-Class Exercise 1: Your company manufactures and sells spinal fixation devices. Assume that the design concept is to secure a rigid body (e.g. a metallic device) to adjacent vertebrae so that the unstable region is immobilized. Consider how product structure could impact your design. Please note that your product needs to serve a population where spines come in a variety of sizes. What would be the embodiment of this design concept for a modular design? What would be the embodiment of this design concept for an integrated design? How do these embodiments impact late point identification.?
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