Product Architecture c9

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Product Architecture


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Chapter Table of Contents1. Introduction

2. Development Processes and Organizations

3. Product Planning

4. Identifying Customer Needs5. Product Specifications

6. Concept Generation

7. Concept Selection

8. Concept Testing

9. Product Architecture10. Industrial Design

11. Design for Manufacturing

12. Prototyping

13. Product Development Economics

14. Managing Projects


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Product Architecture: Definition

The arrangement of functional elements intophysical chunks which become the buildingblocks for the product or family of products.

Product

module

module

module

module

module

module

module

module


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Trailer Example:

Modular Architecturebox

hitch

fairing

bed

springs

wheels

protect cargofrom weather

connect tovehicle

minimizeair drag

supportcargo loads

suspendtrailer structure

transfer loadsto road


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Trailer Example:

Integral Architectureupper half

lower half

nose piece

cargo hangingstraps

spring slotcovers

wheels

protect cargofrom weather

connect tovehicle

minimizeair drag

supportcargo loads

suspendtrailer structure

transfer loadsto road


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What is this?


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Nail Clippers?


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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 Knife Sony Walkman


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Platform Architecture ofthe Sony Walkman


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Integral Product Architectures

Functional elements are implemented by multiplechunks, 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 Wheels Compact Camera


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Choosing the Product Architecture

Architecture decisions relate to productplanning 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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Ford TaurusIntegrated Control Panel


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Modular or Integral Architecture?

Motorola StarTACCellular Phone

RollerbladeIn-Line Skates

FordExplorer

AppleiBook


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The concepts of integral and modular

apply at several levels:

system

sub-system

component


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DeskJet Printer Schematic

Flow of forces or energy

Flow of material

Flow of signals or data

StoreOutput

StoreBlankPaper

Enclose

Printer

ProvideStructuralSupport

PrintCartridge

PositionCartridgeIn X-Axis

PositionPaper

In Y-Axis

SupplyDC

PowerPickPaper

ControlPrinter

CommandPrinter

Connectto

Host

CommunicatewithHost

DisplayStatus

AcceptUser

Inputs

Functionalor PhysicalElements


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Cluster Elements into Chunks

StoreOutput

StoreBlankPaper

Enclose

Printer

ProvideStructuralSupport

PrintCartridge

PositionCartridgeIn X-Axis

PositionPaper

In Y-Axis

SupplyDC

PowerPickPaper

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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Geometric Layout

printmechanism

paper tray

user interface board

printcartridge

logicboard

chassis

chassis

paper

roller

print cartridge

paper tray

enclosure

logic board

height


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Incidental Interactions

Enclosure

Paper Tray

Chassis

PrintMechanism

User InterfaceBoard

LogicBoard

Power Cordand Brick

Host DriverSoftware

Styling

Vibration

ThermalDistortion

Thermal

Distortion

RFInterferenceRF

Shielding


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System Team Assignment

Based on Product ArchitectureF G E D I A C B1 K1 J P N Q R B2 K2 O L M H S T U V

Crankshaft 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/CoolingJ 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 l

Throttle 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 l

Engine 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 Interactions

l Daily l Weekly l Monthly

Team 1

Team 2

Team 3

Team 4

IntegrationTeam

From Innovation at the Speed of Information, S. Eppinger, HBR, January 2001.


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Planning a Modular Product Line:Commonality Table

Chunks

Number ofTypes

Family Student SOHO(small office, home office)

Print cartridge 2 ManetCartridge PicassoCartridge PicassoCartridge

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 boardwith parallel port

Next gen board Next gen board

Enclosure 3 Home style Youth style Soft officestyle

Driver software 5 Version A-PCVersion A-Mac

Version B-PCVersion B-Mac

Version C

Differentiation versus Commonality

Trade off product variety and production complexity


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Product Model Lifetime

From Sanderson and Uzumeri,The Innovation Imperative, Irwin 1997.

0 1 2 3 4 5

Su r v iv al Tim e ( y ear s)

1 .0

0 .8

0 .6

0 .4

0 .2

0

Fr a c t i o nSu r v i v i n g So n y

A I W A

T o s h i b a

Pa n a s o n i c

So ny

1 . 9 7 y r

Ot her s

1 . 1 8 y r

A v er ag e L if e


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Types of Modularity

Swapping Modularity Sharing Modularity

Sectional Modularity Bus Modularity

Fabricate-to-Fit Modularity Mix Modularity

Adap

tedfromK.

Ulrich,

The

RoleofProductArchitecture

intheManufacturingFirm,R

esearchPolicy,

1995.


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Audio System Exercise:Where are the Chunks?

CassetteTuner FrontControls

PowerAmplifier

CDChanger

RearControls

CellularPhone

Cellular

Antenna

Antenna

Motor

AM/FM

Antenna

RearHeadphones

LFSpeaker

LR

Speaker

RR

Speaker

RFSpeaker

Microphone

Display

104.1 FM


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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 Concerns

Planning is essential to achieve the desiredvariety and product change capability.

Coordination is difficult, particularly acrossteams, companies, or great distances.

Special attention must be paid to handlecomplex interactions between chunks

(system engineering methods).


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Product Architecture: Conclusions

Architecture choices define the sub-systemsand 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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Product Architecture c9