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MPD 575 Design For Customization. MPD 575 Jonathan Weaver. Development History. Developed by Cohort 2 team: Matthew Holl Vinicius Jesus Tony Lockwood Steve Lutowsky Additional edits by Joe Torres, Mac Lunn. Design for Customization DFC. Introduction to DFC Key Principles of DFC - PowerPoint PPT Presentation
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MPD 575Design For Customization
MPD 575
Jonathan Weaver
Development History
Developed by Cohort 2 team:• Matthew Holl• Vinicius Jesus• Tony Lockwood• Steve Lutowsky• Additional edits by Joe Torres, Mac Lunn
Design for CustomizationDFC
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
Introduction to Customization
Consumers that wish to distinguish themselves may purchase accessories for various personal items such as their personal computers, vehicles, homes, etc.
The design of these items greatly affects the user’s ability to customize them to their preference.
Introduction to Customization
For example, vintage PC’s required the user to manually install software drivers and alter BIOS settings when installing different hard drives, video cards, etc.
Introduction to Customization
This was very confusing for the common consumer, and greatly limited any customization a consumer would want to make to their computer.
Introduction to Customization
The principles, heuristics and process outlined in this lecture will illustrate how a product such as a PC can be designed for easier customization by the common consumer.
Introduction to Customization
Benefits:• Customers will find a product more
attractive if customizable• Accessories may be sold separately to
increase revenue• On average, customer satisfaction will
increase
Introduction to Customization
Stakeholders:• OEM – degree of customization influences
sales and customer satisfaction• Manufacturing/Assembly Plants – will be
affected by the design of the product• Supply Chain – will need to inventory and
merchandise the product and accessories• End user of the product – will purchase or
modify the product
Introduction to Customization
Stakeholders:• Aftermarket suppliers – must design products
that are affordable, attractive, unique, and either maintain or enhance performance of the product
• Dealers/Service Centers – must provide repair and/or maintenance service on the product
Design for Customization
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
Principles• Identification of opportunities• Simplification of interfaces• Adaptability• Installation/Serviceability• System robustness
Principles• DFC principles are directly related to
the design for serviceability (DFS) principles.
• Also related to design for reuse and reusability.
Identifying Potential Customization Opportunities
• There are trade-offs between customization, cost, appearance, weight, performance, and durability
• Design should capture the need and opportunity for customization. Not all products lend themselves to customization
Identifying Potential Customization Opportunities
Methods:• Perform market studies and interview
focus groups to understand how customers customize your product and competitor’s products
• Research current aftermarket product offerings
• Visit group discussion sites, fan/hobby clubs...
Identifying Potential Customization Opportunities
Methods cont’d:• Interview aftermarket suppliers to
identify constraints and opportunities for customization in the supply chain
Simplification of Interfaces
• Simple, minimal interfaces between a component or system and its mating components and systems reduces the probability of compromising the system
• Simplifies aftermarket development.• Simplifies installation/modification
process
Simplification of Interfaces
Methods:• Effective partitioning of the system –
establish system boundaries such that the number and complexity of the interfaces is minimized
• Minimize subsystem interfaces – design functional ‘chunks’ to reduce the number of interfaces
Simplification of Interfaces
Methods cont’d:• Standardizing interfaces – utilize
commonly used industry interfaces (i.e. use a com port computer interface for a PalmPilot instead of inventing a new interface)
• Re-use interface hard points enabling customers to use catalogued high performance parts (Torsen differential, 9” axle from Ford Racing for example require no to little modifications to retrofit.
Simplification of Interfaces
Methods cont’d:• Standardizing interfaces – Use of the USB
port on all computers, both low power and high power
• Use of Bluetooth wireless capability for all mobile devices for effective communications between PC and vehicles (Sync, MyTouch™)
• Use of common connectors or standard fasteners
Adaptability
• Allows a system to be modified without compromising or interfering with overall system performance
• Minimizes the need for the system to be reconfigured to accept the modification– or hides the reconfiguration in plug and
play practices not seen by the customer
Adaptability
Methods:• Centralize system control – one control
system for all the interfacing subsystems so that a change in a subsystem can be detected and accounted for (i.e. a computer typically has one microprocessor) – registry on the windows and drivers are
used for this function
Adaptability
Methods cont’d:• Implement the required system
feedback to allow the system to adapt to a modification
Installation/Serviceability
• Customers want to easily personalize their products
• Reducing labor time and the need for special tools reduces the cost and inconvenience to the customer
Installation/ServiceabilityMethods:• Reduce customization costs (labor, tools, parts)• Reduce/eliminate potential for damage and injury
during modification• Allow aftermarket access to system requirements and
specifications– Enabled by open source, GPL and shared standards in the
computer industry– Automotive OEM’s do not provide requirements and specifications
of internal systems due to exposure to liability and confidentiality issues. The better approach is to gain insights into aftermarket customizations and design to accommodate them where it makes business sense.
Robustness• Customers do not want the reliability or
performance of the product to be adversely affected following a modification– recovery point and restore functions added
in later OS’s
• System upgrades to ensure durability should not be necessary following ‘common’ customizations
Robustness
Methods:• Include ‘common’ customizations during
system target setting to minimize the negative effects on the durability of the product
• Ensure design validation testing accounts for these system targets
Design for Customization
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
DFC Considerations
• System level interfaces and effects – at what level can a system be customized and not adversely affect other systems?
• System sensitivity to component specifications – a system that requires tight tolerances may increase aftermarket costs, reduce customer satisfaction and component availability
DFC Considerations• Design to established aftermarket standards –
otherwise, aftermarket will take a long time to adapt to new technology– Ford Product Development has a dedicated
organization (Special Vehicle Order) that handles fleet customers and cascades their unique requirements to the functional organizations (police, limousine, utilities, U-haul, conversion van, motorhomes, etc.)
– Use knowledge from Ford groups such as SVT, Ford Racing, SVO for insight regarding customer wants.
• Probability of customization – how many customers will actually perform a modification?
DFC Considerations
• Labor time – how involved is the modification process?
• Cost of customization – an overly integral design can increase the cost of aftermarket parts but reduce installation time and labor costs.
• Safety – will a common modification result in a catastrophic system failure?– Use of a modification guide and practice is used to
prevent issues and guide accepted/designed for modifications; this also reduces liability
DFC Considerations
• Damage – potential for damaging nearby components during the modification process
• Tools – are special tools required for customization?
• Legal – is the customization of the product legal, will it violate any state or federal mandates or specifications?
DFC Considerations
• Ease of customization – is the customization procedure reasonable (i.e. easily performed by a customer)?
• System robustness to customization – will the modification result in immediate or latent system(s) failure?
Design for Customization
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
DFC Process
1. Identify potential customization opportunities
2. Determine customization strategy3. Include customization strategy in overall
system architecture – boundaries for customization
4. Set design requirements and targets5. Define validation requirements6. Establishing warranty guidelines
DFC Process
Identifying potential customization opportunities may be accomplished multiple ways:
• Customer surveys• User focus groups• Competitive analysis• Aftermarket analysis
DFC Process• The architecting team selects potential
systems and subsystems that will support various level of customization based on Marketing research
• The Product Development team will take these needs into consideration for the overall system architecture
• Example: Mustang V8 customers want to be able to easily add a rear axle cooler for “weekend” racing
DFC ProcessSetting design requirements/targets:• Customization must be considered during
the target setting phase of the product development process
• Evaluate the effects of each customizable option on each subsystem and the total system
• Example: Threaded holes and plugs are added on rear axle cover to accommodate cooler pipe for production Shelby models. Cover is made available on Ford Racing catalog so that V8 or V6 customers can also easily retrofit an axle cooler on their cars. This is also adds revenue for Ford.
DFC Process
Setting design requirements/targets:• Perform trade-off analysis between
customization, cost, weight, packaging and performance
• The detail design and validation phases must then ensure a system robust to customization
DFC Process
Optimizing system adaptability:• Centralize system control and/or design
an open architecture– Some recently successful electronic
products (Android and Linux) have done this
• Minimize a sub-system’s dependence on the overall system’s performance
DFC Process
Optimizing system adaptability:• These should be done when
establishing the overall system architecture in the system-level design phase of the product development process (PDP)
DFC ProcessStandardizing interfaces:• During system-level design, partition the
system so that standard interfaces can be utilized
• Design the interfaces using industry standards or catalogued items (if they exist)
• Otherwise, utilize an open architecture that is easily adaptable by the industry
DFC Process
Establishing service guidelines:• To avoid confusion and apprehension at
service centers or dealerships, guidelines must be established to decide when to cover failures under warranty
DFC Process
Establishing service guidelines cont’d:• In addition, the service centers should
be educated about the various forms of customization performed by customers, and how they affect the product’s performance
DFC Process
Establishing service guidelines cont’d:• Include acceptable forms of
customization in the warranty section of the owner’s manual
• Provide dealership training
Design for Customization
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
Heuristics
• Minimize interfaces on a customizable component/system
• Avoid one-way only customization (can go back to baseline if necessary)
• Centralize system control to maximize system adaptability
• Re-use high end or high performance OEM components for the aftermarket
Heuristics
• Customization requirements must be included in the target setting phase of the product development process
• A modular architecture is more conducive to customization than an integral architecture– this may conflict with DFA, DFM, cost, and
quality, but it’s better for this DFC• Minimize a sub-system’s dependence
on the overall system’s performance
Design for Customization
• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
Types of Customization
• Cosmetic• Comfort• Sound• Scent• Visual• Safety/Security• Performance• Convenience
Types of Customization
Cosmetic Customization:• Modifications that change or
enhance a product’s appearance to better suit the user’s preference
Types of Customization
Automotive example of Cosmetic Customization: automobile body kit
Before After
Types of Customization
Principles applied:• Installation/serviceability: design
for modular and easily removable body panels
• System Robustness: include risk of reduced air flow in potential failure mode analysis during system design
Types of Customization
Automotive Example ofCosmetic Customization: Rear Spoiler
Before After
Types of Customization
Principles applied:• Identification of opportunities: Opportunity to
provide a customer delight, while utilizing real estate within the plant
• Installation/serviceability: design for easy installation outside of plant but still required to pass vehicle operations inspection and requirements
Types of Customization
Installation/serviceability: Method - Reduce customization costs (labor, tools, parts) • Workers in this modification center are non
union workers• Trained specifically for the task of installing
the spoiler• The spoiler is installed after the van leaves
the plant, but before it arrives to dealership.
Types of CustomizationInstallation/serviceability: Method - Reduce customization costs (labor, tools, parts) Cont.• A simple, inexpensive gauge is used to check
a fit requirement
Requirement Met Requirement Not Met
Types of Customization
Non-automotive example of Cosmetic Customization: designer water faucet
Before After
Types of Customization
Principles applied:• Installation/serviceability: design sink
using industry standard interface for water faucet (i.e. hole sizes / spacing, etc.)
• Identification of opportunities: market studies should reveal which styling accommodates the latest design trends to accommodate future customization
Types of Customization
Comfort Customization:• Tactile modifications that enhance
customer touch points• Ergonomic modifications that reduce the
stress associated with using a product
Types of Customization
Automotive example of Comfort Customization: new seats
Before After
Types of Customization
Principles Applied:• Installation/Serviceability: design
seat mount interface to be easily accessible
• Simplification of Interfaces: design interface to use industry standard fasteners and connectors
Types of Customization
Non-automotive example of Comfort Customization: ergonomic computer keyboard
Before After
Types of Customization
Principles Applied:• Simplification of Interfaces: design
keyboard-CPU interface to industry standards
• Adaptability: CPU accepts input from different brands and configurations of keyboards without reconfiguration
Types of Customization
Sound Customization:• Includes auditory
modifications that influence (either enhance or hide) the sound or sound quality of the product itself or some component of the product
Types of Customization
Automotive example of Sound Customization: tuned exhaust system
H-pipe with catalytic converters is separate from mufflers
Mufflers and exhaust tips are easily removable for customization
Types of Customization
Principles Applied:• Installation/Serviceability: design the
exhaust system with easily removable mufflers and exhaust tips
• Identification of Opportunities: keep the expensive and emissions-necessary catalytic converters separate from these components to facilitate future customization – This can add cost to the base product - be aware of
possible negative impact
Types of Customization
Non-automotive example of Sound Customization: home stereo system
receiver
amplifier
equalizer
cassette deck
Each component
may be replaced
with a different
make/model
Types of Customization
Principles Applied:• Simplification of Interfaces: design
system with replaceable components using industry standard interfaces
• Identification of Opportunities: keep packaging consistent with competition and aftermarket
Types of Customization
Scent Customization:• Includes scent modifications
that influence (either enhance or hide) the smell of the product itself or some component of the product
Types of Customization
Automotive example of Scent Customization: interior scent sprays
Foul odor detected Interior scent spray in use
Types of Customization
Principles Applied:• Identification of Opportunities: specify
interior materials that do not emit or absorb any permanent scents to allow for future customization
• System Robustness: specify interior materials that will not be damaged by interior scent sprays
Types of Customization
● Visual Customization:● Enhances, heightens, or improves the
users visual effect● Allows the user to see, or be seen
while using the product, such as night vision (infrared, thermal), brighter headlights, etc
Types of CustomizationVisual Customization Automotive example:
replacing standard “fog lamps” with high intensity driving lights
Before After
Types of Customization
Principles applied:• Identification of opportunities
- design front fascia openings to accommodate popular aftermarket brands
• Simplification of interfaces - use standard mounting features for stock lights.
• Installation/serviceability - provide extra long wiring
Types of Customization
Visual Customization Non-automotive example: prescription
eyewear that allows sunglass lenses to be attached
snaps or magnetic features for clip-
on lenses
Types of CustomizationPrinciples applied:• Identification of opportunities - design
frames with receptacles that allow them to be used with either clip-on or magnetic attachable sunglasses
• Standardizing interfaces - use standard size and shape of frame/lens and clip-on lens interface
Types of CustomizationSafety Customization:• Includes modifications that make the
product safer to use• No direct effect on product performance,
but may be necessary as a result of a performance modification (i.e. drag race car needs a roll cage and/or parachute if performance exceeds a limit)
Types of CustomizationSafety Customization non-automotive
example: Home security system
This home has been pre-wired for a home security system
6/13/2012
Types of Customization
Convenience Customization Remote Start example:
Before: Key Start After: Remote Start
Types of CustomizationPrinciples applied:• Identification of
opportunities - design a new house to easily add an alarm system at a later date
• Installation - pre-wiring for alarm sensors
Types of Customization
Performance Customization:• Enhances product performance such as
acceleration, deceleration, speed, efficiency, and durability
Types of Customization
Performance Customization
Automotive example:• Supercharging an engine is one of
the most common aftermarket modifications
Types of Customization
Performance Customization Supercharger example (cont):
Before Aftersupercharger
Types of Customization
Principles applied:• Identification of opportunities - design
engine packaging to allow space for a supercharger
• System robustness - design lower end of engine (block, crank, rods, pistons, bearings etc.) to be able to handle a percentage increase in power over advertised numbers
Types of Customization
Principles applied (cont):• System robustness: Increase
validation/testing requirements and redesign as needed
• Installation: leave FEAD architecture open to allow blower belt to be added
Types of Customization
Principles applied (cont):• Identification of opportunities- design
air inlet tube to allow for blower inlet to be added-(may use modular design as opposed to one solid piece for stock tube)
Types of Customization
Performance Customization
Non-automotive example:• Add a suspension fork to a
mountain bike
Types of Customization
Performance Customization
Bike fork example (cont): Standard non -suspension front fork.
Types of Customization
Performance Customization
Bike fork example (cont):
Aftermarket Suspension fork:
Uses standard frame interface
Uses standard quick release wheel mounting
Types of Customization
Performance Customization
Bike fork example (cont):Suspension fork added
Types of Customization
Principles applied:• Standardization of interfaces -
design bike frame to accept standard fork sizes
• Standardization of interfaces - design wheel attachment for quick release (common among mountain bikers)
Design for Customization
The previous slides were examples of products designed for customization
Design for Customization
Revisiting the vintage computer example, the first PC’s were not designed well for user friendly customization.
Design for Customization
For example, the 1984 Apple Macintosh had an integral CPU, floppy disk drive and monitor
This prevented the user from potentially upgrading any of these components
Design for Customization
DFC principles that were not followed:
• Identification of opportunities – they did not anticipate a need for upgrading the monitor, hard drive, or other hardware
• Simplification of interfaces – the computer was not partitioned into functional chunks
Design for Customization
DFC principles that were not followed:
• Installation– cannot easily physically upgrade the functional hardware elements
• Adaptability – the computer could not adapt to upgraded or improved hardware
Design for Customization
Over time, the computer industry began to apply these principles to the PC, resulting in one of the most customizable consumer products offered today
• the craftsmanship, interfaces, tablet format, and touchscreen have made the non DFA, non HW customizable form factor less relevant, and the customizable desktop market is declining
• SEMA has grown for vehicles and is a possible area to expand this DFX beyond computers http://www.semashow.com/the-sema-show
Design for Customization
Separate monitor, CPU and keyboard
Removable CD-ROM drive, floppy drive
Design for Customization
• Design for Customization• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References
References• Mark Rushbrook - Mustang Customization Leader, Ford Motor
Company• Brian Phillips - Mustang Customization Engineer, Ford Motor
Company • UDM MPD Design for Serviceability Lecture Notes• Muscle Mustangs and Fast Fords, December 2001• Tracy Kohler - Experimental Vehicles Technician, Ford Motor
Company• www.mustangworld.com• www.classicdesignconcepts.com• www.corral.net• www.pattosoft.com.au/jason/Articles/HistoryOfComputers/• Ford Freestar, Vehicle Personalization, Ford Motor Company 2003