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Product Architecture Teaching materials to accompany: Product Design and Development Chapter 9 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin.

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Presentation on theme: "Product Architecture Teaching materials to accompany: Product Design and Development Chapter 9 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin."— Presentation transcript:

1 Product Architecture Teaching materials to accompany: Product Design and Development Chapter 9 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin McGraw-Hill, 2000.

2 Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, Chapter Table of Contents 1.Introduction 2.Development Processes and Organizations 3. Product Planning 4.Identifying Customer Needs 5.Product Specifications 6.Concept Generation 7.Concept Selection 8. Concept Testing 9.Product Architecture 10. Industrial Design 11.Design for Manufacturing 12.Prototyping 13.Product Development Economics 14.Managing Projects

3 Planning Product Development Process Concept Development Concept Development System-Level Design System-Level Design Detail Design Detail Design Testing and Refinement Testing and Refinement Production Ramp-Up Production Ramp-Up Product architecture is determined early in the development process. Platform decision Concept decision Decomposition decision

4 Product Architecture Example: Hewlett-Packard DeskJet Printer

5 Product Architecture: Definition The arrangement of functional elements into physical chunks which become the building blocks for the product or family of products. Product module

6 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

7 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

8 What is this?

9 Nail Clippers?

10 Modular Product Architectures Chunks implement one or a few functions entirely. Interactions between chunks are well defined. Modular architecture has advantages in simplicity and reusability for a product family or platform. Swiss Army KnifeSony Walkman

11 Platform Architecture of the Sony Walkman

12 Integral Product Architectures Functional elements are implemented by multiple chunks, or a chunk may implement many functions. Interactions between chunks are poorly defined. Integral architecture generally increases performance and reduces costs for any specific product model. High-Performance WheelsCompact Camera

13 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)

14 Ford Taurus Integrated Control Panel

15 Modular or Integral Architecture? Motorola StarTAC Cellular Phone Rollerblade In-Line Skates Ford Explorer Apple iBook

16 The concepts of integral and modular apply at several levels: system sub-system component

17 Product Architecture = Decomposition + Interactions Interactions within chunks Interactions across chunks

18 Establishing the Architecture To establish a modular architecture, create a schematic of the product, and cluster the elements of the schematic to achieve the types of product variety desired.

19 DeskJet Printer Schematic 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

20 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

21 Geometric Layout

22 Incidental Interactions Enclosure Paper Tray Chassis Print Mechanism User Interface Board Logic Board Power Cord and “Brick” Host Driver Software Styling Vibration Thermal Distortion RF Interference RF Shielding

23 System Team Assignment Based on Product Architecture From “Innovation at the Speed of Information”, S. Eppinger, HBR, January 2001.

24 Planning a Modular Product Line: Commonality Table Differentiation versus Commonality Trade off product variety and production complexity

25 Product Model Lifetime From Sanderson and Uzumeri, The Innovation Imperative, Irwin Survival Time (years) Fraction Surviving Sony AIWA Toshiba Panasonic Sony 1.97 yr Others 1.18 yr Average Life

26 Types of Modularity Swapping ModularitySharing Modularity Sectional ModularityBus Modularity Fabricate-to-Fit ModularityMix Modularity Adapted from K. Ulrich,” The Role of Product Architecture in the Manufacturing Firm”, Research Policy, 1995.

27 Audio System Exercise: Where are the Chunks?

28 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?

29 Practical Concerns Planning 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).

30 Product Architecture: Conclusions Architecture choices define the sub-systems and modules of the product platform or family. Architecture determines: –ease of production variety –feasibility of customer modification –system-level production costs Key Concepts: –modular vs. integral architecture –clustering into chunks –planning product families


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