MSE-415: Product Design Lecture #9

MSE-415: Product DesignLecture #9 Chapter 9 Product Architecture

Lecture Objectives: • Discuss midterm result • Discuss presentation results • Lecture on Product Architecture • Lecture on Design for Manufacturing

Product Architecture • Product architecture is the assignment of the functional elements of a product to the physical building blocks of the product.

Product Architecture The way the functions of the product are implemented through the use of chunks defines its architecture. Modular Architecture Chunks implement one or a few function elements Interactions between chunks are well defined and fundamentalto the primary functions of the product. A D C B Process Design changes are relatively easy.

Product Architecture The way the functions of the product are implemented through the use of chunks defines its architecture. Integral Architecture Functional elements are implemented using more than one chunk.Single Chunk implements several functions. Interactions between chunks are ill defined and may be incidentalto the primary functions of the product. C A – B D Process Design changes are more complex.

Store Water Heat Water Heat Coffee Store Grounds Mix Coffee and Water Store Coffee Shut-off Heater Grind Beans Example: Coffee Maker Overall Function Brew Coffee Electricity Water Supporting Sub-Functions Ground Coffee Coffee Coffee Beans Auxiliary Functions

How to Create a Function Structure 1. Formulate the overall product function 2. Split up overall function into sub-functions 3. Determine simplified functions structure 4. Identify material, energy, and information/signal flows 5. Add secondary/auxiliary functions and flows

Morphological Matrix • Search for solution principles to fulfill sub-functions • Identify as many solutions for each sub-function and auxiliary functions as possible • Combine solutions to embody physical concepts • Use morphological matrix to identify combinations of solutions • Each combination of solutions will fulfill overall function • Use expertise and heuristics to eliminate infeasible solution combinations

Store Coffee · · · · · · · · · S11 S12 S1j S1m Mix Coffee and Water Filter Osmosis Dissolve Ionize · · · · · · Stir · · · · · · · · · Heat Coffee Brew Coffee Heat Water · · · · · · · · · Si1 Si2 Sij Sim · · · · · · Store Water Store Grounds · · · · · · · · · Sn1 Sn2 Snj Snm Morphological Matrix for Coffee Maker

Modularity Defined • After we brainstorm solutions for each sub-function, we combine them to create the product architecture. • As part of this process, we seek to identify modules. • Modularity is defined as: • a one-to-one correspondence between functional elements and physical structures • unintended interactions between modules are minimized (i.e., component interfaces are de-coupled). • The opposite of modularity is referred to as integral.

Product Architecture Definition • Recall that a product architecture is: • the arrangement of functionalelements • the mapping of functionalelements to physical components • the specification of the interfaces among physical components • A modular architecture is: • One physical component per function; de-coupled interfaces • An integral architecture is: • Coupled interfaces; multiple functions per physical component

Types of Modularity: Slot • In a slot architecture, each module has a different interface with the overall system. • Why different interfaces? • So that various components cannot be interchanged • Examples: • SCSI, Ethernet, and parallel ports on laptop

Types of Modularity: Bus • In a bus architecture, there is a common bus to which modules connect via the same interface. • What are the advantages of this type of modularity? • Examples: • Modem and Internet cards on laptop; CD and disk drive

Types of Modularity: Sectional • In a sectional architecture, all interfaces are the same type but there is no single element to which modules attach. • What are advantages and disadvantages of a sectional approach? • Examples: • Legos Using a sectional architecture, the assembly is built up by connecting the modules to each other via identical interfaces.

Selecting Architecture Decisions about how to divide the product into chunks and about how much modularity to impose on the architecture are tightly linkedto several issues of importance: • Product Change • Product Variety • Component Standardization • Product Performance • Manufacturability • Product Development Management

Selecting Architecture Product Change Architecture defines how the product can be changed. Modular = changes to be made to few isolated functional elements Integral = changes may influence many functional elements Reasons for Change: Upgrade Add-ons Adaptation Wear Consumption Flexibility of Use Reuse

Selecting Architecture Product Variety Variety refers to the range of product models the firm can producewithin a particular time period in response to market demand. Modular = Easier variation without adding tremendous complexityto the manufacturing system. Integral = Variation of product can add complexity to the manufacturingsystem. B1 A B2 A – B – C - D C D

Selecting Architecture Component Standardization Component standardization is the use of the same component or chunk in multiple products. Modular = Chunks can be manufactured in higher volumes savingthe organization money. Integral = Chunks are specialized resulting in lower manufacturingvolumes.

Selecting Architecture Product Performance Product performance is how well a product implements its intendedfunctions such as: Speed – Efficiency – Life – Accuracy - Noise Integral Architecture facilitates optimization of characteristics drivenby size, shape, and mass of a product such as: Acceleration – Energy Consumption – Aerodynamics Drag Redundancy can be eliminated

Selecting Architecture Manufacturability Involves Design for Manufacturing (DFM). One important conceptof DFM involves minimization of the number of parts in the design. Discussed in more detail in Chapter 11.

Selecting Architecture Product Development Management Detail design of each chunk is usually assigned to a relativelysmall group within a firm or to an outside supplier. Modular – The group assigned to design a chunk deals with known,and relatively limited, functional interactions with other chunks. Integral – Detail design will require close coordination with other groups.

Establishing the Architecture 4-Step Structured Method • Create a schematic of the product. • Cluster the elements of the schematic. • Create a rough geometric layout. • Identify the fundamental and incidental interactions.

Creating a Module-Based Product Family 1. Decompose products into their representative functions 2. Develop modules with one-to-one (or many-to-one) correspondence with functions 3. Group common functional modules into a common product platform } Product Platform Common Functions 4. Standardize interfaces to facilitate addition, removal, and substitution of modules Specific Function 1 Specific Function 2 Specific Function k { Product Family Derivative Product 1 Derivative Product 2 Derivative Product k

Adjustable Heater Water Filter Auto Shut- off, Clock Basic Model Thermos Karafe Frothing Attachment KF130 KF145 KF170 KF180 KF185 KF190 Example: Braun Family of Coffee Makers Electricity Common Function Brew Coffee Store Water Heat Water Heat Coffee Water Ground Coffee Store Grounds Mix Coffee and Water Store Coffee Coffee

Developing Modular Architectures • What are some rules of thumb you, might follow to develop a modular product architecture?

Establishing the Architecture Cluster the Elements of the Schematic • Geometric integration/precisionElements that must be close together are logically groupedin one chunk. • Function sharing • When a single physical component can implement severalfunctional elements of the product the elements shouldbe clustered together. • Capabilities of vendors • The elements that a vendor has capability in should begrouped together. • Similarity of design or production technology • When two or more functional elements are likely to be implemented usingthe same design/production technology, then incorporating these intothe same chunk may allow for more economical design.

Establishing the Architecture Cluster the Elements of the Schematic • 5. Localization of ChangeWhen you anticipate a lot of change in some element it makes senseto isolate the element in one chunk. • 6. Accommodating Variety • Elements should be grouped together to enable the firm to vary the productin ways that will have value for the customers. • 7. Enabling Standardization • If a set of elements will be useful in other products, they should be clusteredtogether into a single chunk. • 8. Portability of interfaces • Functions that must be close to one another to work properly should be clustered into one chunk.

Establishing the Architecture Cluster the Elements of the Schematic Flow of forces/energy Enclosure Flow of material EnclosePrinter PrintCartridge Flow of signals/data User Interface AcceptUserInputs DisplayStatus PositionCartridgeIn X-axis StructuralSupport Power Cord Chassis SupplyDCPower Control Printer PositionCartridgeIn Y-axis StoreOutput CommandPrinter Comm.With Host “Pick”Paper StoreBlankPaper Driver Software PrintMechanism ConnecttoHost Logic Board Paper Tray

Establishing the Architecture Create a Rough Geometric Layout Creating a geometric layout forces the team to consider whetherthe geometric interfaces among the chunks are feasible. Logic Board User Interface Print Cartridge Paper Tray Print Mechanism

Establishing the Architecture Identify the Fundamental and Incidental Interactions Fundamental: Identified in the schematic. Incidental: Shown in an incidental interaction graph. Enclosure User InterfaceBoard Thermal Distortion Styling Print Mechanism Paper Tray Host DriverSoftware Logic Board Vibration RF Interface Power CordBrick Chassis Thermal DistortionRF Shielding

Platform Planning The collection of assets shared by various products to meet various markets is called the product platform. • There are market advantages to have several distinct versions of a product. • There are design/manufacturing advantages to have when versionsshare many components. But how do you determine the trade-off?

Platform Planning Differentiation Plan Commonality Plan

Platform Planning Differentiation Plan Explicitly represents the ways in which multiple versions of a productwill be different from the perspective of the customer and the market.

Platform Planning Commonality Plan Explicitly represents the ways in which multiple versions of a productwill be the same physically.

Platform Planning Managing the Trade-off • Platform planning decisions should be informed by quantitativeestimates of cost and revenue implications. • Iteration is beneficial. • The product architecture dictates the nature of the trade-off betweendifferentiation and commonality.

MSE-415: Product DesignLecture #10 Chapter 11 Design for Manufacturing

Lecture Objectives: • Overview of the DFM process • Estimate manufacturing cost • Reduce cost of components • Reduce cost of assembly • Reduce cost of supporting production • Consider impact of DFM decisions on other factors

Gathering DFM Information • Sketches, drawings, product specifications, and design alternatives. • A detailed understanding of production and assembly processes • Estimates of manufacturing costs, production volumes, and ramp-up timing.

DFM Method

1. Estimate the Manufacturing Costs

Manufacturing Costs Defined • Sum of all the expenditures for the inputs of the system (i.e. purchased components, energy, raw materials, etc.) and for disposal of the wastes produced by the system

Elements of the Manufacturing Cost of a Product

Manufacturing Cost of a Product • Component Costs (parts of the product) • Parts purchased from supplier • Custom parts made in the manufacturer’s own plant or by suppliers according to the manufacturer’s design specifications • Assembly Costs (labor, equipment, & tooling) • Overhead Costs (all other costs) • Support Costs (material handling, quality assurance, purchasing, shipping, receiving, facilities, etc.) • Indirect Allocations (not directly linked to a particular product but must be paid for to be in business)

Fixed Costs vs. Variable Costs • Fixed Costs – incurred in a predetermined amount, regardless of number of units produced (i.e. setting up the factory work area or cost of an injection mold) • Variable Costs – incurred in direct proportion to the number of units produced (i.e. cost of raw materials) $ Fixed Variable N

2. Reduce the Cost of Components • Understand the Process Constraints and Cost Drivers • Redesign Components to Eliminate Processing Steps • Choose the Appropriate Economic Scale for the Part Process • Standardize Components and Processes • Adhere to “Black Box” Component Procurement

Understand the Process Constraints and Cost Drivers Redesign costly parts with the same performance while avoiding high manufacturing costs. Work closely with design engineers—raise awareness of difficult operations and high costs.

Redesign Components to Eliminate Processing Steps • Reduce the number of steps of the production process • Will usually result in reduce costs • Eliminate unnecessary steps. • Use substitution steps, where applicable. • Analysis Tool – Process Flow Chart and Value Stream Mapping

Choose Appropriate Economics of Scale Economies of Scale – As production volume increases, manufacturing costs usually decrease. • Fixed costs divided among more units. • Variable costs are lower since the firm can use more efficient processes and equipment. LRAC – Long Run Average Cost/Unit

Standardize Components and Processes • Economies of Scale – The unit cost of a component decreases as the production volume increases. • Standard Components—common to more than one product • Analysis tools – group technology and mass customization

Adhere to “Black Box” Component Procurement • Black box—only give a description of what the component has to do, not how to achieve it • Successful black box design requires clear definitions of the functions, interfaces, and interactions of each component. What What What

MSE-415: Product Design Lecture #9