| High-Tech Product Innovation PHASE II Team 2 Madhukara Coimbatore Eric Kemner Na-Young Kim David Graham Karen Au

1. | High-Tech Product Innovation PHASE II Team 2 Madhukara Coimbatore Eric Kemner Na-Young Kim David Graham Karen Au

2. |AGENDA B. Stakeholder Analysis C. Technology Research D. Value Opportunity Analysis E. Value-Based Product Specification A. Refined Opportunity Statement 1 | MCAD Software 2 | EAD Software 3 | Collaborative Software Systems a. Project Manage- ment Systems b. CAD/CAM Systems 4 | Industry Trends 1 | Attribute Definitions 2 | Analysis of Opportunity 3 | Key Attribute Identification 1 | Identification 2 | Scenarios 3 | Interviews

3. 1 |Refined Opportunity

4. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Refined Opportunity Statement PHASE I Result: We see an opportunity to improve the PCB design process AND increase collaboration between the three primary stakeholders [electrical engineers, mechanical engineers, and PCB designers] by having them all work on the project in three-dimensions. This would give each of the practitioners a common language with which to discuss the product, therefore fostering collaboration and speeding development.

5. 2 |Stakeholder Analysis

6. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis - Identification • PCB Designer • Electrical Engineer • Mechanical Engineer • Manager • Board Assembly Team • Marketing Team • End Item Manufacturer • EAD/CAD Software Suppliers • Sub-components Suppliers 1 2 3 4 5 6 7 8 9 • directly interacts with the software • directly interacts with the software • work is directly affected by those who work with the software • has direct influence over the purchase of the software • makes the products designed with the use of the software • sets constraints for the primary stakeholders to work within • the people who make the products that result from the software • partnerships must be established integrate with their programs • the 3-D information of subcomponents is required for design

7. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Scenarios (PCB Designer) | Life Style Bob is 44 years old and has been at this job for 13 years. He feels that it is his responsibility to do a quality job in a timely manner. His own expectations are that any design he does satisfies all hardware, fabrication and assembly criteria when complete. He feels some pressure with the trade-off of work and personal time. He’s willing to work extra hours to help meet product deadlines but won’t do it on a continuous basis. He feels that in this business that sometimes rubs people the wrong way. He is satisfied with his job. The main drawback is that it’s repetitive and some of the tasks that it takes to get a board designed are cumbersome but there are not many ways around them—such as silkscreens, testpoint fixtures, items that really do not affect the technical aspects of the design but are necessary for the finished product. He believes social networking is very important because I think it builds a good relationship between different job disciplines which is essential to completing a task that has to satisfy multiple groups. His hobbies are both playing and coaching sports. He also enjoys outdoor activities such as skiing, biking, golfing. He does not spend much time on a computer away from work. Bob | PCB Designer

8. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Scenarios (Electrical Engineer) | Life Style Joe is 38 years old and has been working at his job for 15 years. Joe's job motivation is creating an product that meets or outperforms all stated requirements; cheaper, faster, complete early, etc. At work, he feels pressure to stay on schedule. He's happy with his co-workers, and likes most of his job responsibilities. But he's done this job for over a decade and there is not much new. Also there is some worry that his job will be outsourced. He enjoys interacting with co-workers he considers friends - out side of that though he is indifferent. His hobbies include music and triathlon. His family life is very important to him. Joe|Electrical Engineer

9. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Scenarios (Mechanical Engineer) | Life Style Mike is only 27 and is new with the company, he’s only been with them for two years. He has been in his position long enough to know how things work but also long enough to be frustrated with the process. Mike doesn’t like when little mistakes or scheduling errors throw off a project. His motivation is to create new and innovative solutions that some of his older more entrenched co-workers might not think of. Off the job Mike spends a lot of time at home with his wife and their newborn son. Many of his hobbies have taken a backseat to making sure his wife and child are satisfied. This frustrates him slightly but really all it does is make him tired and irritable on the job. He feels that most of his co-workers understand because he is so young and they’ve all been in his position before. Mike | Mechanical Engineer

10. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Scenarios (Manager) | Life Style Ben is 46 years old and has been working as a manager for 6 years. Before becoming a manager Ben was an electrical engineer. Ben’s job motivation is twofold; first is to maintain a good work environment for his subordinates, second is to meet or outperform on the goals for which his group is responsible. Generally he sees very little conflict within his group. Most of the conflict in his job is interacting with the software managers that write code for the products from his group, and with the production managers that will eventually build the products developed by his group. He's happy with his co-workers, and likes most of his job responsibilities. Sometimes he wonders if he’s stuck in middle management since he has no formal business education. He also worries that he’s losing his technical expertise . His hobbies include sailing and wine-making. Ben | Engineering Manager

11. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Interview Findings …if you don’t check it, you won’t catch it, because each person seeing his own stuff… …the best way to check mismatch in the design between Allegro and ProE is to look at actual physical drawings of parts on paper and verify that everything is fine… …there is no real interaction between MCAD and ECAD software tools, except the import and export of files… …there is no common file format, but there are libraries. Allegro has a library of parts defined and when it gets a part from ProE, it tries to map all the parts to its library based on its internal definitions. Similarly, ProE also has a set of libraries which define part numbers based on the shapes, sizes of various parts…  …though the parts all look same, some times, Allegro tends to change the origin or assume a different origin than ProE and hence our positioning gets totally skewed and some times this problem has even been determined as late as the manufacturing phase… check it, catch it paper-based drawing printing no real interaction libraries origin verification

12. Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Interview Findings …usually the electrical engineer does the schematic design first and throws the design across the wall to the PCB designer…  …Marketing usually defines the constraints of the design… …change management and control is poor. Sometimes there is no record of changes made to the design, or changes made to the part numbers, library naming conventions, etc… …3D capability would help the PCB designer in many ways, but the only current approach for PCB designer to view 3D images would be for PCB Designer to learn Pro E… across the wall constraints definition no record of changes library naming conventions view 3D images learning Pro E

13. 3 |Technology Research

14. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – MCAD program strong modeling capabilities, a ubiquitous plugin architecture and a long heritage

15. Auto CAD Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – leading MCAD programs Pro/Engineer Solidworks A complete 3D product design solution, providing your product design team with all the mechanical design, verification, motion simulation, data management, and communication tools that they need in one package. Unsurpassed geometry creation capabilities allow superior product differentiation and manufacturability Fully integrated applications allow you to develop everything from concept to manufacturing within one application Automatic propagation of design changes to all downstream deliverables allows you to design with confidence Complete virtual simulation capabilities enable you to improve product performance and exceed product quality goals Automated generation of associative tooling design, assembly instructions, and machine code allow for maximum production efficiency 1 2 3 4 5 3D Studio Max R SolidWorks Rendering R Maya R Pro/Engineering Animation industry Catia R versatility Rhinoceros 3D Only for modeling UniGraphics Automobile industry Mechanical Engineering Industry Design-based Engineering-based

16. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – EAD Software The main players for schematic capture • Used by electrical engineers. • All can export to .brd filewhich can be used by any PCD layout tool (though some integrationfeatures are only possible if people use same companies front end & back end tools) The main players for PCB layout: • All used by PCB designers. All can import .brd files.

17. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. | Technology Research - Collaborative Project Management Software

18. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. | Technology Research - Collaborative CAD/CAM Software CollabCAD screenshot in use. Solid Edge PDM page screenshot

19. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – Industry Trends Industry trends The industry has moved from 2D to 3D largely and now most products offer 3D as well as 2D capabilities Collaboration with other software like Product Data Management, Design validation and simulation software seems to be increasing. Products like SolidWorks have offered new features like the ability to design more than one body in a single file. An assembly can be tracked as a single file and broken up into multiple files for each of the parts as needed. More analysis capabilities like FEA, thermal analysis etc. built into 3D modeling products Products have much better interfaces and provide good popup menus along with the command prompt. Click and drag features to accomplish many tasks are available in design software products. File translation between different 3D design software is becoming a trend but this feature is still not completely available. There is a general consensus that some sort of industry standard needs to be developed which allows all design software manufacturers to translate their models to one common format. Price: Mechanical CAD software tools are available for less than $1000 with all the required features Use of engineering data across the board: Data generated by designers is used everywhere – sales, marketing, manufacturing, purchasing, planning etc. There is a single data source 1 2 3 4 5 6 7 8

20. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – Challenges in Electromechanical design Data sharing There is no single product data management (PDM) system for capturing design data. Mechanical, electrical, and software data are often handled in separate PDMs with no automated sharing of data between the systems or links between data. Interfacing with an incumbent PDM system requires more flexible application interfaces and data standards. An intermediary PDM system for work-in-process (WIP) data is sometimes required in some engineering disciplines. Cost Due to the growing number of product variants and increasingly short lifecycles, costs for developing physical prototypes have become increasingly prohibitive.Many different ECAD and MCAD tools are currently used at OEMs and their supply chains. Keeping different versions of software in synch and maintaining interfaces is costly.Software is an increasingly significant component of products because of the decrease in cost of reprogrammable memory and increase in number of ECUs (electronic control units) due to complexity of product control systems. 1 2 3 4 5

21. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Technology Research – Challenges in Electromechanical design Collaboration Mechanical, electrical, and software product development have traditionally grown up as separate silos of expertise and technology that need to be brought together earlier in the development lifecycle. There is no commercial system design environment currently available. Some manufacturers are patching together homegrown systems that are expensive to develop and maintain. A change in situation Companies are realizing embedded software is an area of competitive differentiation and are investigating how to improve and streamline their software processes. There are no commercially available systems for keeping the software version synchronized with the mechanical and electrical product data.Large-scale machinery in the past 20 years has increased electronic content. The challenge today is to tie together mechanical design and system simulation.Due to the increased electronic content, traditionally mechanical companies are outsourcing the development of PCBs. Managing the supply chain and tying to as-shipped product structure is a growing challenge.Intellectual property rights are increasingly moving to suppliers, rather than OEMs, as the product behavior is moving to software. 6 7 8 9 10 11

22. 4 |VOA

23. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Value Opportunity Analysis – Attribute Definitions EMOTION ERGONOMICS USER INTERFACE AESTHETICS IDENTITY IMPACT CORE TECHNOLOGY QUALITY adventure- the product promotes a feeling of excitement Independence- theproduct provides a sense of freedom from constraints security - the product provides a feeling of safety and stability sensuality - the product provides a luxurious experience confidence- the product supports the user’s self assurance and promotes his or her motivation power - the product promotes authority, control, and a feeling of supremacy comfort- a product should not introduce undo stress, it should possess a degree of familiarity safety - a product must be safe to use ease of use- a product must be easy to use, intuitive, in software this applies mostly to cognitive perspective. visual- the product’s visual form must relate information in a way that is both easy to interpret and pleasing to the user auditory- the product must use appropriate sounds, and eliminate all unnecessary ones (don’t rely on visual cues only!) tactile - applies to thephysical interaction with the product olfactory - the product should have an agreeable smell gustatory - a product meant to be placed in the mouth must have an optimal flavor or no flavor at all point in time- a product must capture “a point in time” sense of place - a product must be designed to fit into the context of use personality - fit in yet differentiate itself from competition, connection to the rest of the companies products social- a product should have a positive effect on the social well being of the target user group environmental- the product should minimize negative effects on the environment reliable- the product must work consistently and at a high level of performance over the life of the product enabling- core technology must be appropriately advanced to provide sufficient feature. craftsmanship- the product should be made with sufficient tolerances and meet performance expectations durability - the product must perform over its expected life cycle

24. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Value Opportunity Analysis • a new, exciting way to approach the process • less reliance on others for project updates and questions • greater self confidence that the project will be completed quickly with few errors • momentary apprehension involved with the application of a new product • our application will be simple and easy to use • 3D visualization techniques provide more information in an easier to understand manner • current software systems rely too heavily on simply visual cues for information transference • industry trends are moving to a 3D integration of all information, so shall we • similar to point in time, as the industry makes the move to 3D, it would be out of place if it were 2D - appreciation of other’s work, less reliance useless meetings, constant awareness of project status - less need for paper printouts and schematics as a means of information translation - similar to independence, allows workers to complete their portions with less aid from others - many file viewing programs offer very little detail and/or information, this needs improvement - software will always need to be updated - potential to cut 1-1.5 months out of a 4-6 month process - this IS target company’s area of expertise - these opportunities: need for more collaboration, common libraries, and a common viewpoint are not restricted to the PCB industry

25. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Value Opportunity Analysis – Key Attribute Identification Confidence Everybody has the confidence that they will have first-past success. VisualGiving everyone a common view and language with which to collaborate. Point in timeCutting edge technology addressing industry trends from 2D towards a 3D environment design SocialEveryone is on the same page with an understanding of what everyone else is doing, less arguments, less finger-pointing, more constructive and positive social interaction EnablingAddressing the identified opportunities will enable those conducting the PBC design process to conduct their tasks in a much more efficient manner CraftsmanshipExceeds performance expectations of users Profit ImpactProduct is increasing throughput, first-pass success, and collaboration, and reducing development time and time to market by the elimination of 1-1.5 months of unnecessary work from the design process via 3-dimensional viewer and verification tool

26. 5 |Value-Based Product Spec.

27. | High-Tech Product Innovation Refined OpportunityStakeholder AnalysisTechnology ResearchVOA Value-Based Product Spec. |Stakeholder Analysis – Interview Findings Define Functionality 2-4 weeks 3-10 weeks 1-2 weeks Electronic Engineer Schematic updates Define components Preliminary schematic Print and compare Build proto Update “space” Build components In CAD tool Design “space” Mechanical Engineer Current Process Back annotate Place and route Build components In layout tool Preliminary layout PCB Designer ↓ 1 - 2 weeks ↓ 1-2 weeks ↓ 1-2 weeks Define Functionality Electronic Engineer Define components Preliminary schematic Schematic updates Build proto Update “space” Design “space” Mechanical Engineer Opportunity Process Place and route Back annotate Build components In layout tool PCB Designer

28. Refined OpportunityStakeholder Analysis Technology ResearchVOA Value-Based Product Spec. |Value-Based Product Specification PHASE IIResult: Primary Opportunities 1 2 3 4 Collaboration and information transference through thecreation of a common3D viewer Reduction of errors based upon a library verification tool that identifiesinconsistencies between PCB shapes and Mechanical shapesthat works with the 3D viewer Fit Toolwill allow electrical engineer to determine whether or not the componentscan be placed within the defined 3D space “Paper Check”eliminated - replaced by 3D viewer Value-Based Product Specification 1 2 The product will provide a cutting edge 3D viewer that will render the product exactly the same in all three stakeholder’s native tool, providing detail of fit and conformance. The product will build the image by using the PCB designers AND the Mechanical Engineers shape library, thereby verifying exactness of dimension and origin. This automated verification will instill confidence in all stakeholders and will enable more first-pass successes, and as a result will have a positive profit impact on users of the product.