Product Design & Development · ETM 551 -Product Architecture 29 DeskJet Printer Schematic Flow of...

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ETM 551 -Product Architecture 1 Product Design & Development Product Architecture

Transcript of Product Design & Development · ETM 551 -Product Architecture 29 DeskJet Printer Schematic Flow of...

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ETM 551 -Product Architecture 1

Product Design & Development

Product Architecture

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ETM 551 -Product Architecture 2

QuestionsHow would the architecture of the product impact their ability to offer product variety?What would be the cost implications of different product architectures?How would the architecture of the product impact their ability to complete the design within 12 monts?How would the architecture of the product influence their ability to manage the development process?

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What is Product ArchitectureA product can be thought in both functional and physical terms.The functional elements are the individual operationsand transformationsThe physical elements of a product are the parts, components, and subassembliesThe physical elements of a product are typically organized into several major physical building blocks, called chunks.

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What is Product Architecture?

Product architecture is the assignment of the product's functions to physical building blocks or "chunks".

Product

module

module

module

module

module

module

module

module

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Modular or integral architecture?

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Modular product architectureEach chunk fully embodies one or more product functions.Interactions between chunks are:

well defined(typically) fundamental to product's primary functions.

Modular architecture has advantages in simplicity and reusability for a product family or platform.

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Modular product architecture

Modular architecture has advantages in simplicity and reusability for a product family or platform.

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Platform Architecture of the Sony Walkman

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Integral product architectureTypical functions involve more than one chunkTypical chunks implement more than one functionInteractions between chunks are ill-defined and may be incidental to product's primary functions.Integral architecture generally increases performance and reduces costs for any specific product model.

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Trailer Example:Modular Architecture

box

hitch

fairing

bed

springs

wheels

protect cargofrom weather

connect to vehicle

minimizeair drag

supportcargo loads

suspendtrailer structure

transfer loadsto road

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Trailer Example:Integral Architecture

upper half

lower half

nose piece

cargo hangingstraps

spring slotcovers

wheels

protect cargofrom weather

connect to vehicle

minimizeair drag

supportcargo loads

suspendtrailer structure

transfer loadsto road

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Modularity

Modularity is a relative property

Products are rarely strictly modular or integral.

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Types of modularity

Slot-modular architectureEach chunk-to-chunk interface is different from the others.

Chunks cannot be swapped around.

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Slot-modulararchitecture

Each interface between chunks in a slot-modular is of a different type from the others, so that the various chunks in the product cannot be interchanged (e.g. Automobile radio)

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Bus-modular architecture

Uses a common bus, or similar concept.

Uses standard chunk-to-bus interfaces.

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Sectional-modular architecture

No common bus or other single element interfacing with all other chunks.

Uses standard chunk-to-chunk interfaces.

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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)

Standardization (motors, bearings, fasteners)

Performance (racing bikes, fighter planes)

Manufacturing Cost (disk drives, razors)

Project Management (team capacity, skills)

System Engineering (decomposition, integration)

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When is the product architecture defined?

Product architecture begins to emerge during concept development.

PlanningPlanning ConceptDevelopment

ConceptDevelopment

System-LevelDesign

System-LevelDesign

DetailDesignDetail

DesignTesting andRefinement

Testing andRefinement

ProductionRamp-Up

ProductionRamp-Up

Platform decision

Concept decision

Decomposition decision

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Product architecture affects:

Product changesUpgradesEx.: Changing the processor board of a computerAdd-onsEx.: Third-party mass storage devicesAdaptation to local conditionsEx.: 110 or 220 Volt power supply

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Product architecture affects:

High-wear componentsEx.: tires on vehiclesConsumablesEx.: film cartridgesFlexibility in useEx.: Lens or flash options for a cameraResuseEx.:consumer electronics manufacturers

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Product variety

Variety refers to the range of product models the firm can produce within a particular timeframe in response to market demand.

Swatch produces hundreds of watch models.

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Component standardization

Use the same components or chunks in various products.

Ex.: Watch movement, watch battery, etc.

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Product performanceHow will product implement intended functions?

Ex.: Function sharing of BMW transmission chunk

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Manufacturability

Benefits from:Design-for-manufacturing (DFM)Minimization of parts count through component integration.These strategies are best applied at the chunk level.

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Managing the PD process

Detailed design responsibility for each chunk is usually assigned to a small in-house team or outsourced to a supplier.

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Concepts of integral and modular apply at several levels

System

Sub-system

Component

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Product Architecture = Decomposition + Interactions

Interactions within chunks

Interactions across chunks

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Establishing the architecture

Create schematic (illustrating product architecture)Cluster elementsCreate rough geometric layoutIdentify fundamental and incidental interactions

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DeskJet Printer Schematic

Flow of forces or energyFlow of materialFlow of signals or data

StoreOutput

StoreBlankPaper

EnclosePrinter

ProvideStructuralSupport

PrintCartridge

PositionCartridgeIn X-Axis

PositionPaper

In Y-Axis

SupplyDC

Power“Pick”Paper

ControlPrinter

CommandPrinter

Connectto

Host

CommunicatewithHost

DisplayStatus

AcceptUser

Inputs

Functionalor PhysicalElements

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Clustering elements

Key considerations when clustering elements (of schematic) into chunks include:

Geometric integration and precisionEx.: H-P clustering for ink-jet printer calls for cartridge positioning on x-axis and paper positioning on y-axis

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Clustering elements (cont)

Function sharingEx.: Status display and user controls for H-P printer Ex.: Transmission for BMW motorcycle

Vendor (= Supplier) capabilities Ex.: H-P printer Ex.: Spring and shock absorber for rear suspension of BMW motorcycle

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Clustering elements (cont)

Similarity of design or production technologyLocation of changeAccommodating varietyEnabling standardizationPortability of interfaces

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Cluster Elements into Chunks

StoreOutput

StoreBlankPaper

EnclosePrinter

ProvideStructuralSupport

PrintCartridge

PositionCartridgeIn X-Axis

PositionPaper

In Y-Axis

SupplyDC

Power“Pick”Paper

ControlPrinter

CommandPrinter

Connectto

Host

CommunicatewithHost

DisplayStatus

AcceptUser

Inputs

Paper Tray PrintMechanism

Logic Board

Chassis

Enclosure

User Interface Board

Host DriverSoftware

Power Cordand “Brick”

Functionalor PhysicalElements

Chunks

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Audio System Exercise:Where are the Chunks?

CassetteTuner Front Controls

Power Amplifier

CD Changer

Rear Controls

Cellular Phone

Cellular Antenna

Antenna Motor

AM/FM Antenna

Rear Headphones

LF Speaker

LR Speaker

RR Speaker

RF Speaker

Microphone

Display

104.1 FM

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Geometric layout

Key considerations when creating a rough geometric layout include:Identification of fundamental and incidental interactions

Fundamental interactions Ex.: H-P printerSheets of paper flow from the paper tray to print mechanism.

Incidental interactions Ex.: Vibration induced by the actuators in paper tray may interfere with precision positioning of print cartridge (x-axis)

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Create a rough geometric layout

chassis

paperroller

print cartridge

paper tray

enclosure

logic board

height

printmechanism

paper tray

user interface board

printcartridge

logicboard

chassis

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Incidental interactions

Enclosure

Paper Tray

Chassis

PrintMechanism

User InterfaceBoard

LogicBoard

Power Cordand “Brick”

Host DriverSoftware

Styling

Vibration

Thermal Distortion

Thermal Distortion

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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

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Variety and supply chain considerations

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Fundamental Decisions

Integral vs. modular architecture?What type of modularity?How to assign functions to chunks?How to assign chunks to teams?Which chunks to outsource?

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Practical ConcernsPlanning is essential to achieve the desired variety and product change capability.Coordination is difficult, particularly across teams, companies, or great distances.Special attention must be paid to handle complex interactions between chunks (system engineering methods).

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Product Architecture: Conclusions

Architecture choices define the sub-systems and modules of the product platform or family.Architecture determines:

ease of production varietyfeasibility of customer modificationsystem-level production costs

Key Concepts:modular vs. integral architectureclustering into chunksplanning product families

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Summary

Product architecture decisions affect product change, product variety, component standardization, product performance, manufacturability, and PD management.A key characteristic of a product architecture is the degree to which it is modular or integral

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SummaryFour steps for product architecture

1. Create a schematic of the product2. Cluster the elements of the schematic3. Create a rough geometric layout4. Identify the fundamental and incidental interactions