Division of Functional Product Development/fpd-20080401.pdf · Division of Functional Product Development ... Associate Professor Johan Carlson !! ... Development and sales of function

© 2008, Tobias C. Larsson, [email protected] 1

Division of Functional Product

Development

Tobias C. Larsson Professor & Head of division [email protected] http://www.ltu.se/tfm/fpd

Public presentation, © 2008Some web material copyrighted by other companies


Overview

!! LTU facts and figures !! Idea

!! Functional Product Development?

!! Drivers and motives »! The future is here, it’s global and it’s challenging

!! Core research aspects in Engineering Product Development arena »! Functional Product Development - FPD

»! Knowledge Enabled Engineering - KEE

»! Team Based Innovation - TBI

!! Project palette

!! Competencies

!! Work methods »! How we perform the research

!! Collaboration »! Our partners and how we collaborate

!! Education »! Bachelor and Master studies

»! PhD studies


LTU prioritized areas

!! Mining engineering and metallurgy »! Professor Erling Nordlund

!! Sustainable use of resources »! Professor Patrik Söderholm

!! Customer-oriented construction engineering »! Professor Thomas Olofsson

!! Materials engineering

»!Professor Lars-Erik Lindgren

!! Process-IT »! Associate Professor Johan Carlson

!! Product development »! Professor Tobias Larsson

LTU strategy for areas:

“Excellent research environments with great external funding”


Department vs. Division

Machine Elements Prof Erik Höglund

Material Mechanics Prof Lars-Erik

Lindgren

Engineering Materials

Niklas Lehto

Polymer Engineering

Prof Janis Varna

Manufacturing Systems

Engineering Prof Alexander

Kaplan

Fluid Mechanics Prof Staffan Lundström

Head of Department

Jan Dahl

Research Divisions

Education Manager

Mats Näsström

Administrative Manager Lise-Lotte

Martinsson-Ekman

Computer Aided Design

Prof Lennart Karlsson

Energy Engineering Prof Marcus

Öhman

Experimental Mechanics Prof Mikael

Sjödahl

Functional Product Development Prof Tobias

Larsson

Physics Prof Alex Soldatov

Solid Mechanics Prof Mats Oldenburg


Vision

“With practice and science we want to support teams in product development

through new work methods and processes”

!! We aim at being nationally leading and an international player in our research fields through scientific excellence, innovative thinking, and great collaborative skills.

!! We should be highly valued for our attributes; »! Being a highly innovative, and challenging, partner.

»! Being well known for our academic excellence, innovative work processes, organization and commitment to fulfilling our goals.

»! Being customer oriented.

»! Being an early adopter; evaluating and utilizing new methods and technologies, and ensuring that collaboration with research partners prevails within the research group.

!! All our work is for the purpose of engineering design and our arena is Product development which is one of the six prioritized areas at Luleå University of Technology.


Development and sales of function vs. product?

Product •! The focus on the physical artefact as value carrier •! Services are aftermarket add-ons to delivered product •! Responsibility of product lies on buyer •! Methods and tools suited for development of product and service

Function •! Focus the function as value carrier •! For the provider the aftermarket is “cost-of-function” •! Possibilities

•! Reengineer, recycle, reuse over life-cycle of function, maintenance ownership •! New methods and tools needed

•! Enterprise product development, knowledge sharing, “coopetition”

© 2008 Tobias C. Larsson, [email protected]


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Revenue source Engine on wing

Revenue source Sale of engines Sale of spare part & service

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Business view: Risk and Revenue Sharing

OEM example in aerospace •! Provides services, hardware, and take risk •! Supplier network companies

Sales financing, concessions, guarantees, …

Seat demand, engine reliability, …

In addition to providing finance, RRSP’s accept increased risks

Risk transfer from Airline to Engine manufacturer

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“Full sharing” EFH RRSP deal

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Achieves “balanced” revenue flows

This business shift calls for new

ideas in development



Development view: Life-cycle responsibilities

The change •! Function does not tell the solution

•! Function = Torque •! Function can be uniquely solved by product

•! Solution = hydraulic motor, electric drive, 10 persons hard work •! Solution space opens up

•! Provider have the opportunity to create life-cycle solution for the “functional buyer” (customer)

Functional product development •! Future services and products designed simultaneous •! Optimize the “Functional Product” for the “functional buyer” •! Performance becomes more than “classic mechanics”

•! NOX/CO2 over lifecycle, future maintenance costs, return on investment, performance in service quality of function •! Through life capabilities and fleet management; life-cycle simulation, in-service data usage, “functional” prediction based on actual use

•! New methods and tools needed •! Methods of today are not tailored for cross-functional development



Functional or “non”-functional product?

It’s not about “broken” product or not •! It’s about the purpose of the development

•! Developed to be sold as “material” with service add-on (car) •! Rented out as short-time transportation (rental car) •! Long term rent (leasing)

•! You can’t see if it is a Functional Product

To be a Functional Product the following goes •! Considered the function to be provided

•! Develop design & service to secure that function

•! Hardware and services part of function developed in synergy •! The total life cycle of the function has been considered

•! Business case and technology development jointly •! How do you take on “at front” maintenance as function



“Product” is an evolving thing •! Process knowledge or competence is a “product” •! Knowledge of customer business is a “product” •! Certified methods and tools are “products” •! The product portfolio contains “functions” rather than goods and add-ons

How to achieve Functional Products?

Looking for added customer value •! Focus the needs of the customer

•! Find what creates value at customer (customer is not always right) •! Develop the function that meets the need

•! Product, process, customer knowledge is key •! Knowledge sharing

•! Share the technical excellence, and let customer innovate •! Share the customer experiences, and let engineers innovate

“If he buys a better tool and increases tool life by 50 percent, he lowers the cost of the component by 1 percent. But if instead he buys a better performing tool and speeds up by increasing cutting

data then he can reduce the cost of the component by 15 percent” Mike Abberley, President, Sandvik Coromant USA (2005)



Key capabilities

!! Knowledge Engineering & Automation »! Rapid conceptual development in early phases needed

»! Find, capture and reuse past design experiences (knowledge) to quickly develop new concepts

»! Design experience from existing products and services form the baseline for improved product concepts

»! Experience is both tacit (in knowledge workers heads) and explicit (in code, CAD systems, rules)

»! Deploy rapid simulations (agent based) to know the lifecycle effect of choices at design stage

»! Mapping of as many design parameters as possible in both hardware and service domain

!! Supporting product development teams »! Methods and tools to support development and innovation in both local and global

teams are in focus

»! Creative methods, team collaboration, design rationale capture

»! IT support for team collaboration and product development & innovation

»! Lean Product Development, QFD, Radical Innovation

Modelling

Simulation

Effects Gained in Jet Engine Design:

> 98% Shorter lead time per design loop

> 40 Designs studied in less time than 1 manually

Volvo Aero prize!!!

Innovative engine structures to reduce emissions require new design methods


Functional Product Development is the

context for our research !! A product construct where the development of the function is in

focus rather than specific hardware »! A function can the be realized by combinations of hardware, software and

services

»! Strong focus on value creation on both developer and customer side •! Function: Torque (Does not tell the solution)

•! Product: Hydraulic engine (Unique realization of the function

»! We focus the research onto the engineers situation in the lifecycle

development context


Drivers and motives

!! Lifecycle responsibilities »! From “time-and-material” to “total offers”

•! Power-by-the-hour, ton-kilometers, …

»! Manufacturer responsible for environmental impact •! Hence lifecycle control makes preventive actions possible

!! Take control over aftermarket »! Service becomes cost rather than income but the product control is granted

•! To control a total offer you need access

!! Lifelong product development and innovation »! Introduction of improvements possible if the function rather than the product is sold

»! With the continued ownership the manufacturer can continuously improve customer value


World aviation traffic growth

Drivers and motives…

!! Aerospace example


Research aspects

!! Functional Product Development - FPD

!! Knowledge Enabled Engineering - KEE

!! Team Based Innovation - TBI

Physical products Software

Information

Knowledge

Leasing

Culture & Values

Training


Functional Product Development

!! “Regular” products not development to be functional carriers, parts of total offers

!! Development processes for hardware development and service development separated

!! FPD is carried out in extended enterprises with risk & revenue sharing partners »! With modelling and simulation

support of products, processes and services

Extended

Enterprise

Functional Product

Operators


Product Development methods

!! Support early concept design decisions through »! Methods and tools for needs capture and hence customer driven product

development

»! Drive innovation through cross-functional teams

»! Focus value-creating activities and reduce non-value creating ones (Toyota model – Lean production / Lean product development)

»! Identify, capture, model, simulate, share knowledge on products and processes through lightweight knowledge sharing networks •! Agent based modelling approach (decentralized, individual-centric (as opposed to

system level) approach to model design

!! “Engineering 2.0” »! Engineering the total integration of product, business, and services in a

lifecycle perspective using computer models and knowledge engineering approach, in a global setting.


Knowledge Engineering

!! Rapid conceptual development in early phases needed »! Find, capture and reuse past design experiences (knowledge) to quickly develop new concepts

»! Design experience from existing products and services form the baseline for improved product concepts

»! Experience is both tacit (in knowledge workers heads) and explicit (in code, CAD systems, rules)

!! Systems Engineering modelling and simulation important »! Deploy rapid simulations (agent based) to know the

lifecycle effect of choices at design stage

»! Mapping of as many design parameters as possible in both hardware and service domain •! Material, design, cost, income, etc.


Value modelling and simulation !! Asset management

!! Linking business processes to technology processes

!! Analysing processes => build models => simulate future outcome (forecasting)

Via “design rationale” capture the

business and technology

processes affecting the

lifecycle of a product offering


!! Model the desired system »! Life-cycle view

»! Function performance of the system

»! Link engineering to sales and aftermarket

!! Model the desired knowledge

!! Co-develop product and service in same environment

!! Multi-model approach »! Continuous time

»! Discrete event

»! Agent based

!! Performance of product »! Stress resistance

!! Performance of function

»! Quality of service

Knowledge Engineering approach

System performance

model


Knowledge based methods

!! Knowledge based engineering »! a method that focus on automating

mechanical engineering design activities by means of a computer environment.

!! Design rationale capture

!! Case based reasoning »! a method to automatically generate

a solution based on recent solutions (cases)

»! http://www.ltu.se/tfm/fpd/research/tools/kee-toolbox?l=en


From Customer Value to Competitive Advantage

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•!Perceived customer value is not a stable indicator of market performance

•!Customer satisfaction is a post-hoc concept

•!Higher customer satisfaction will not necessarily mean greater price tolerance

•!Customer expectations are based on what the customers already know

•!When the circumstances/contexts change, the perception of value changes

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•!Customer value has largely lost its meaning in an engineering context

•!Customer value needs to be reclaimed from the sales, marketing and management domains

•!Customer value needs to be a driver for innovation, not an after-the-fact metric of success and failure

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•!To know more about how the concept of customer value can be used to predict marketplace performance

•!To know more about how enterprise-dispersed knowledge about customer value can be fed into product development activities

•!To know more about how market trends and forecasts impact the evolution of customer value

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•!We can engage users in Future Workshops, with an intent to reason about ‘what could be in the future’ rather than ‘what is possible today’

•!We can conduct Scenario Based Design activities, with an intent to explore how customer value would be perceived based on persona descriptions, problem scenarios and solution scenarios

•!We can facilitate Radical Innovation Workshops, with the intent to help cross-functional teams to better understand customer values and how to turn them into products

•!We can conduct ethnographic studies, with the intent to bring clarity into the ways in which users perceive and respond to the concept of ‘value’


Use the Social Network Map to ask a

person who has previously filled out a

similar form! Strength of ‘Weak Ties’

The knowledge you need might not be available from the people you know well. Social software applications facilitate cross-functional, cross-enterprise knowledge sharing.


Lightweight technologies support

collective intelligence

Customer needs and values are interpreted differently in different parts of the organisation. Consolidate and aggregate these perspectives in enterprise mashups.

Keywords: RSS, folksonomies, blogs,

wikis, tag clouds, widgets, mashups,

enterprise 2.0


Semantic Web

Attaching meaning to website information (blogs, wikis, etc.).

<div class="vcard"> <div class="fn">Anders Svensson</div> <div class="org">SAS</div> !"#$%&'())*+&,-./012.(34+5674"4.!8"#$5 <div class="tel">123-456-789</div> <div class=“title“>Steward</div> <div class=“priority1“>Luggage space</div> <div class=“priority2“>Boarding time</div> <div class=“priority3“>Noise</div>

”Give me a list of the top three priorities of all stewards in Sweden.” ”Give me a list of the top priority of all people at my company.”

Find out which characteristics (values)

people think are important through the

Semantic Web!


The Kano model is useful for identifying

the differentiating features of your

product offer


Scenario Based Design facilitates the

change from a present need into a future

solution

Method cards facilitates the effective sharing of customer needs and values

across the enterprise


Team Based Innovation

!! Product development is a team effort and is not locally concentrated »! B2B collaboration is global and so is the extended enterprise

!! Methods and tools to support development and innovation in both local and global teams are in focus »! Creative methods (RIW), team collaboration, design rationale capture

»! IT support for team collaboration and product development & innovation


Distributed Collaborative Design

!! Fully utilize the joint potential of distributed development teams i.e. ‘true collaboration’ and enable them to ‘think together’ instead of dividing work.

Capability Readiness Level

Research:

Education:

Capability has been applied in previous research projects and within projects at companies.

. Courses in basic level, graduate level and industry courses.



!! Creative thinking and collaboration is largely dependent on the flexibility and usefulness of both physical spaces and the tools therein.


Research:

Education:



Design of physical environments for distributed collaboration.




Research:

Education:

OBJECTIVES

Creative thinking and collaboration is largely dependent on the flexibility and usefulness of both physical spaces and the tools therein. The vision is to fully utilize the joint potential of distributed development teams i.e. ‘true collaboration’ and enable them to ‘think together’ instead of dividing work.

FOCUS

The research focus on multidisciplinary approach to the investigation of collaboration in both co-located and geographically distributed product development teams. Collaboration in product development projects include all parts of the product development process such as brainstorming, concept generation, embodiment design, sharing of CAD models and detailed design.

EXPERIENCE

Peter Törlind and Andreas Larsson has worked within this area for more than ten years and published more than 20 papers. Research projects include Polhem Laboratory (97-05), Distributed Engineering (97-99), Distributed Engineering in Hetrogenous Environments (02-03), Faste Laboratory (05-). Peter Törlind has also participate in the designed of several state of the art physical environments for collaborative work (Studion: LTU, Faste Collaboratory: LTU, iMeet: LTU, VR studio: Innovatum Trolhättan and DITRA studio: Skellefteå).




Team Based Innovation

!! Reaching true collaboration by fully utilizing different perspectives and backgrounds from all team members and thereby “thinking together.

!! Research focus on methods and technology to: »! Simplify distributed creative meetings,

»! facilitating creativity,

»! simplify access to experts,

»! capturing of design rational (creating reusable knowledge assets).

!! Research approach: by combining industry studies with experiments at the Experimental studio innovative research ideas can easily be developed and evaluated.



!! Our ”offer” consists of ”capbility modules” that can be combined depending on the need »! Research project

•! Long-term

•! Short-term

»! Education •! Thesis work

•! Course

»! Cooperation •! Industrial training

•! On-site application

The idea

L1

L2

L3

L4

Project with appropriate

modules

Project setup!

Project finalization!


Capability

!! Capability is »! the power or ability to generate an outcome

»! the ability to perform actions.

»! in human terms the sum of expertise and capacity

!! Capabilites are measured (readiness level) according to the ability we have to deploy the capability. Hence: »! One capability can be ”mastered” by several staff

»! One staff can master several capabilites

»! However; we have to differ between ”black-belts” and ”knowledgeable” in methods in order to build the right competence mix •! Readiness level scale


Advantage

!! Capabilities description with readiness level gives transparancy in what ”methods/tools/solutions” that exist and their applicability together with staff skills

!! Improves communication when setting up new projects »! What knowledge that exist at the research unit

»! Experience in the methods and tools


Project palette

!! National Aeronautical Research Programme (VINNOVA) »! Service Concept Design, -2007

»! Experience Feedback, 2007-

»! Whole Engine Modelling, 2007-

!! Manufacturing Engineering Research Arena (VINNOVA) »! Digitally Linked Process Control - Experience, 2006-2009

!! VIVACE (EU FP6) »! Knowledge Enabled Engineering -2007

»! CRESCENDO 2009-

»! Clean Sky 2008-

!! VINN Excellence Center (VINNOVA) »! Faste Laboratory for Functional Product Innovation

!! …


Collaboration

!! Industrial »! Airbus, UK/France

»! AVIO, Italy

»! BAE Systems Hägglunds, Sweden »! BAE Systems, UK

»! Coor (Celero), Sweden

»! Deckel Maho, DMG Scandinavia, Sweden »! EADS Innovation Works, France

»! Engineous Software, France

»! Eurostep, Sweden »! Hexagon Metrology, Sverige

»! Hägglunds Drives, Sweden

»! Innovatum, Sweden »! LKAB, Sweden

»! Metso Panelboard, Sweden

»! MTU Aero Engines, Germany »! National Aerospace Laboratory, Netherlands

»! Rolls-Royce, UK

»! Sandvik Coromant, Sweden »! UGS Svenska AB, Sweden

»! Volvo Aero Corporation, Sweden

»! Volvo Car Corporation, Sweden

»! Volvo Powertrain, Sweden »! Volvo Truck Corporation, Sweden

»! Xerox Global Services, Italy

»! Zooma by Semcon AB, Sweden

!! Academic »! Blekinge Institute of Technology,

Sweden

»! Hosei University, Japan

»! KTH, Royal Institute of Technology, Sweden

»! Manchester Metropolitan University, UK

»! Politecnico di Milano, Italy

»! Queens University Belfast, UK

»! Stanford University, USA

»! University of Manchester, UK

»! University of Michigan, USA

»! University West, Sweden


Education

!! International Master Programme in Product Development »! Product Development Processes

»! Theory and Methodology for Engineering Product Development

»! Creative Concept Design

!! Arena Innovative Technology and Enterprise »! Master level

»! Multidisciplinary competence


Great ideas grow better

below zero!

Documents

Division of Functional Product Development/fpd-20080401.pdf · Division of Functional Product Development ... Associate Professor Johan Carlson !! ... Development and sales of function