Product Architecture Mapping - University of Buckingham€¦ · Product Architecture Mapping - Methodology and Teaching Program for the Improvement of Discrete Products - Jannes Slomp,

http://www.han.nl/lectoraatlean

Product Architecture Mapping- Methodology and Teaching Program for the Improvement of Discrete Products -

Jannes Slomp, Menno Herkes, Danielle Hendriks and Vincent Wiegel

HAN University of Applied Sciences

Arnhem, The Netherlands

Contact: [email protected]

Content of the presentation1. The Importance of Product Architecture Mapping (PAM)

2. What is Product Architecture?

3. What is Product Architecture Mapping?

4. An Illustrative example of PAM

5. When to use PAM?

6. Teaching PAM, to be used in SMEs – a stepwise approach

7. Questions / discussion

Lectorate Lean/World Class

Performance2

1. The Importance of Product Architecture Mapping?Product Architecture Mapping (PAM) is a Lean methodology for the improvement of discrete products.

It is developed in a project (RAAK PAM) subsidized by the Dutch government. Ten companies (SMEs) participated in the project.

The value of PAM according SME managers:• “PAM starts with analyzing customer value. It is a powerful methodology to link

customer value to key product development decisions”.

• “PAM gives focus. It becomes clear what the direction of product development should beand which development activities have to be done”.

• “PAM creates shared responsibility for product development. All departments particitatein the process of PAM”.

• “PAM is a system approach. It is theoretically funded, but practical”.

• “PAM leads to new insights. The visual elements of PAM are convincing and triggers new thoughts”.


Performance3

Product Architecture Mapping (PAM)-The Analogy with Value Stream Mapping (VSM) -

The four steps of PAM (product focus):

1. Selection of the product that needs innovation.

2. Making a Current State Product Architecture. What were major design choices?

3. Designing the Future State Product Architecture. What product do we want?

4. Creating a Design Roadmap.


Performance4

The four steps of VSM (process focus):1. Selection of the product family.2. Making the Current State Map. How is the current flow?3. Designing the Future State Map. How do we want the flow to be?4. Creating a Process Improvement (implementation) Plan

2. What is Product Architecture?

1. The decomposition of functional elements;

2. The translation of functional elements in physicalcomponents;

3. The specification of interfaces between physicalcomponents.

(Ulrich, 1995).


Performance5


Performance6

Example: dishwashing brush

to brush dishes

to scrape dirt from dishes

to hold brush in hand

to store brush when it is not needed

to certify quality


Performance7

Alternative brushes: different choices of theproduct architecture

Key question: which technology and product architecture fits to the market (future customers)?


Performance8

Customer Value

Components/ processes

Productvariants

Productfunctions

I. QFD, Voice of the customer

III. Platforms/ Commonality

II. MFD, Modularity

IV. Portfolio

3. What is Product Architecture Mapping (PAM)?


Performance9

The solarboot of the HAN University of Applied Sciences

4. PAM – an illustrative example


Performance

Floats

Hull

Sun panels

CockpitFrame

Foils

Control

10

Lectorate Lean/World Class Performance 11

motor

drive

propeller

convertor

Storage battery


Customer ValueAdditional values (new product)?

comfort 0,4

cargo space 0,2

easy storage boot 0,2

Values

0,1 0,9 stability when standstill 0 0,05

0,1 0,9 stability when sailing 0 0,05

0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0

0,5 0,5 agility/manoeuvrability 0,2 0,1

0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energyspeed boat hobby boat Products

0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40

1 0,08 storage battery x 0

0,5 1 0,06 convertor x 400

1 0,16 sun panels x 0

1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200

0,9 0,144 propellor x 200

1 0,1 control direction x 0

0,5 1 0,06 laptop & communication x 0

Function Carriers/

Components 920

saved hours

by reuse



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

Our starting point is the current speed solar boat?How to improve it so that we will win next year in Monaco?Perhaps there are also other markets where we can use our knowledge?

speed boat



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

What are customer values? Why do they appreciate the product?

Values

stability when standstill

stability when sailing

average speed

agility/manoeuvrability



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

What are the component of the product?

hull

floats

storage battery

convertor

sun panels

motor

drive

cockpit

frame

foils

propellor

control direction

laptop & communication

Function Carriers/

Components



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

What are the functions to be performed by the product?

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energy



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

Which components ‘carry’ which functions? To what extent is the product modular?

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energy

0,5 0,2 0,1 0,056 hull

0,4 0,7 0,072 floats

1 0,08 storage battery

0,5 1 0,06 convertor

1 0,16 sun panels

1 0,08 motor

0,1 0,016 drive

1 0,08 cockpit

1 0 frame

0,5 0,4 0,2 0,092 foils

0,9 0,144 propellor

1 0,1 control direction

0,5 1 0,06 laptop & communication

Function Carriers/

Components



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

How are customer values linked with the functions of the product?Or: to what extent are customer values covered by the various functions of the product?

Values

0,1 0,9 stability when standstill

0,1 0,9 stability when sailing

0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed

0,5 0,5 agility/manoeuvrability

0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energy



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

Values

stability when standstill 0

stability when sailing 0

average speed 0,8

agility/manoeuvrability 0,2

importance

(customer &

competitor)

speed boat



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

Which functies require improvements? What is the voice of the customer?

Values

0,1 0,9 stability when standstill 0

0,1 0,9 stability when sailing 0

0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8

0,5 0,5 agility/manoeuvrability 0,2

0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energyspeed boat

Stability when sailing, transfer sun power to electrical power, transfer mechanical power to propelling power)



comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse

(propellor, floats, foils – in this sequence)

0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage

energy

0,5 0,2 0,1 0,056 hull

0,4 0,7 0,072 floats

1 0,08 storage battery

0,5 1 0,06 convertor

1 0,16 sun panels

1 0,08 motor

0,1 0,016 drive

1 0,08 cockpit

1 0 frame

0,5 0,4 0,2 0,092 foils

0,9 0,144 propellor

1 0,1 control direction

0,5 1 0,06 laptop & communication

Which components, function carriers, need attention?


comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse


What is a possible new market?


comfort 0,4

cargo space 0,2


Values

stability when standstill 0 0,05

stability when sailing 0 0,05

average speed 0,8 0

agility/manoeuvrability 0,2 0,1

importance

(customer &

competitor)

speed boat hobby boat Products

Sufficient commonality?


comfort 0,4

cargo space 0,2


Values



0,05 0,05 0,2 0,05 0,01 0,01 0,05 0,05 0,1 0,1 average speed 0,8 0


0,04 0,04 0,1 0,16 0,04 0 0,08 0,08 0,16 0,04 0,18 0 0,08

importance

(customer &

competitor)

Functionalities

regulating

supply and

demand of

energy

maximizing

supply of sun

power

giving

direction to

the boat

transfer

mechanical

power to

propelling

power

reduce water

resistance

keeping

components

together

control

transfer

electrical

power to

mechanical

power

transfer sun

power to

electrical

power

managing

energy

stability

when sailing

stability

when

standstill

storage


0,5 0,2 0,1 0,056 hull x 0

0,4 0,7 0,072 floats x 40


0,5 1 0,06 convertor x 400


1 0,08 motor x 0

0,1 0,016 drive x 80

1 0,08 cockpit x 0

1 0 frame x 0

0,5 0,4 0,2 0,092 foils x 200




Function Carriers/

Components 920

saved hours

by reuse


speed boat hobby boat Products

hull x 0

floats x 40

storage battery x 0

convertor x 400

sun panels x 0

motor x 0

drive x 80

cockpit x 0

frame x 0

foils x 200

propellor x 200

control direction x 0

laptop & communication x 0

Function Carriers/

Components 920

saved hours

by reuse

What is the commonality between the speed boat and the hobby boat? What knowledge is reusable?

Estimated savings: 920 hours


We now know the week points of our current product. How to develop a futuredesign of the product?

Three methods:• Quality Function Deployment (QFD): Listening to the Voice of the Customer.

• Modularity Function Deployment: Investigating the Impact of Modularity Drivers.

• Technology Road Mapping (TRM): Linking Technological and Market Developments.

From Current Design to Future Design

QFD

MFD

TRM


5. When applying PAM in the development process?

PAM is needed during the whole product development process, but especially in the initial stages.

PAM


We performed four sequential, half a day, workshops for a group of 30 managers and product development engineers. The workshops werespread over a period of two months.

6. Teaching PAM for SMEs

No Topic Objective Homework

1 General Introduction(manager)

Managers understand the value of PAM. They are aware of successfactors for applying PAM.

Selection of a product. Creating a cross-functional development team.

2 Quality FunctionDeployment (QFD)(team)

The team is able express customervalue and to link it to the functionsand components of the product.

Apply and discuss QFD in thecompany. Listen to the voice of thecustomer. Understanding what criticalfunctions and components are.

3 Modularity FunctionDeployment (MFD)(team)

The team is able to analyse the degreeof modularity of the product and thecommonality of components.

Check the required level of modularityof the various product functions. Apply modularity drivers in theanalysis.

4 Technology Road Mapping (TRM)(team)

The team is able to make a link between market and technologicaldevelopments

Create a Technology Road Map


• Attendees were very positive about the concept of PAM: it stresses the importance of customer value, it gives focus to product development, it creates collectiveresponsibility, it is a systematic approach and it leads to new ideas.

• Important success factors were not present in the company (e.g. vision of themanagement, availability of information, open internal communication, improvementculture and structure).

• Attendees learned a lot, but applying it in practice requires more experience. The PAM elements were relatively new for attendees with engineering background.

• Not all elements of PAM were equally relevant in each company.

• Applying PAM in the company asks for a facilitator to keep te process going. Also a teacher is needed to bring team members on the same level of knowledge.

• It was unrealistic to think that attendees would be able to do their homework in theshort periods between the workshops. Each company has it own dynamics.

PAM is currently taught in the Minor World Class Performance at the HAN University of Technology. Students follow classes and perform a team project. For companies, individualprograms are more appropriate.

Some major experiences:


Towards a PAM program (individual, per company)

Cross-Functional Self-Assessment

General introduction of PAM

Product selection, and formation ofthe Product Development Team

Searching for the customer value

QFD

For a collective understanding what critical issues are in the product development function of the company

For understanding the importance of the variousvariables in PAM

Selection of a product to be improved, setting strategic goals, and forming a cross-functionaldevelopment team.

Analysing customer value is heavily underestimated in SMEs.

MFD

Function Analysis of the productA description of the various functions/features of a product is an essential step in the improvement of products, also a complex step.

TRM

Problems in the market. Short term

Problems withmanaging variety. Medium term

Strategic challenges. Long term

Depending on the issues that need to be dealt with, a company may focus on applying a particularmethodology. However, the development team should be aware that all elements in PAM are linkedtogether.


Product Architecture Mapping- An integrated methodology for product improvement -

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Documents

Product Architecture Mapping - University of Buckingham€¦ · Product Architecture Mapping - Methodology and Teaching Program for the Improvement of Discrete Products - Jannes Slomp,