Chapter 9: Product ArchitectureProduct Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000.Product Development ProcessProduct Architecture: DefinitionSlide 5Slide 6Integral Product ArchitecturesModular or Integral?Slide 9Trailer Example: Modular ArchitectureTrailer Example: Integral ArchitectureSlide 12What is this?Nail Clippers?Modular or Integral Architecture?Slide 17Slide 18Slide 19Choosing the Product ArchitectureThe concepts of integral and modular apply at several levels:Product Architecture = Decomposition + InteractionsProduct Architecture Example: Hewlett-Packard DeskJet PrinterEstablishing the ArchitectureDeskJet Printer SchematicCluster Elements into ChunksGeometric LayoutIncidental InteractionsAdditional Advantage to Modular Design: HP products are designed to be recycled. Recycling design features include:Planning a Modular Product Line: Commonality TableFundamental DecisionsSystem Team Assignment Based on Product ArchitecturePractical ConcernsProduct Architecture: ConclusionsSlide 35Point of Product DifferentiationSlide 39Slide 40Slide 41Slide 42Slide 43Slide 44Slide 45Slide 47Slide 48Platform PlanningSlide 50Chapter 9: Product ArchitectureProduct Design and DevelopmentFourth Editionby Karl T. Ulrich and Steven D. EppingerProduct Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd edition, Irwin McGraw-Hill, 2000.Chapter Table of Contents 1. Introduction2. Development Processes and Organizations3. Product Planning4. Identifying Customer Needs5. Product Specifications6. Concept Generation7. Concept Selection8. Concept Testing9. Product Architecture10. Industrial Design11. Design for Manufacturing12. Prototyping13. Product Development Economics 14. Managing ProjectsPlanningPlanningProduct Development ProcessConceptDevelopmentConceptDevelopmentSystem-LevelDesignSystem-LevelDesignDetailDesignDetailDesignTesting andRefinementTesting andRefinementProductionRamp-UpProductionRamp-UpProduct architecture is determined early in the development process.Platform decisionConcept decisionDecomposition decisionProduct Architecture: DefinitionThe arrangement of functional elements into physical chunks which become the building blocks for the product or family of products.ProductmodulemodulemodulemodulemodulemodulemodulemoduleAspects of Product Architecture•Modularity•Point of product differentiationImportance of Product Architecture•Decided early and drives design•Impacts manufacturing cost•Impacts product evolution•Impacts organization structure of design teamsModular Design Displays the Following Properties:•Each physical chunk implements one or a few functional elements in their entirety•The interactions between chunks are well defined (i.e. the interfaces are well defined)Integral Product Architectures•Functional elements are implemented by multiple chunks, 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.Modular or Integral?Examples•Video Games–Modular: gaming systems (e.g. GameCube)–Integrated: stand-alone arcade games•Power Supplies–Modular: power bricks–Integrated: on-board power converterTrailer Example:Modular Architectureboxhitchfairingbedspringswheelsprotect cargofrom weatherconnect to vehicleminimizeair dragsupportcargo loadssuspendtrailer structuretransfer loadsto roadTrailer Example:Integral Architectureupper halflower halfnose piececargo hangingstrapsspring slotcoverswheelsprotect cargofrom weatherconnect to vehicleminimizeair dragsupportcargo loadssuspendtrailer structuretransfer loadsto roadIntegral vs. ModularIntegral•Higher system performance•Tightly coupled design teams•Hard to changeModular•Reduced performance•Decoupled design teams•Requires clear definition of interfaces•Increased flexibility•Accommodates made-to-order productsWhat is this?Nail Clippers?Modular or Integral Architecture?Motorola StarTACCellular PhoneRollerbladeIn-Line SkatesFordExplorerAppleiBookTypes of Modularity•Slot-Modular Architecture –unique interfaces for attachment to a base element (e.g. pacemaker leads)•Bus-Modular Architecture–common interfaces for attachment to a base element (e.g. USB connectors on a computer)•Sectional-Modular Architecture–Common interfaces between elements without a base element (e.g. legos & piping)Bus?Slot?Sectional?Choosing the Product ArchitectureArchitecture decisions relate to product planning 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)The concepts of integral and modular apply at several levels:•system•sub-system•componentProduct Architecture = Decomposition + Interactions•Interactions within chunks•Interactions across chunksProduct Architecture Example:Hewlett-Packard DeskJet PrinterEstablishing the ArchitectureTo establish a modular architecture, create a schematic of the product, and cluster the elements of the schematic to achieve the types of product variety desired.DeskJet Printer SchematicFlow of forces or energyFlow of materialFlow of signals or dataStoreOutputStoreBlankPaperEnclosePrinterProvideStructuralSupportPrintCartridgePositionCartridgeIn X-AxisPositionPaperIn Y-AxisSupplyDCPower“Pick”PaperControlPrinterCommandPrinterConnecttoHostCommunicatewithHostDisplayStatusAcceptUserInputsFunctionalor PhysicalElementsCluster Elements into ChunksStoreOutputStoreBlankPaperEnclosePrinterProvideStructuralSupportPrintCartridgePositionCartridgeIn X-AxisPositionPaperIn Y-AxisSupplyDCPower“Pick”PaperControlPrinterCommandPrinterConnecttoHostCommunicatewithHostDisplayStatusAcceptUserInputsPaper TrayPrintMechanismLogic BoardChassisEnclosureUser Interface BoardHost DriverSoftwarePower Cordand “Brick”Functionalor PhysicalElementsChunksGeometric Layoutprintmechanismpaper trayuser interface boardprintcartridgelogicboardchassischassispaperrollerprint cartridgepaper trayenclosurelogic boardheightIncidental InteractionsEnclosurePaper TrayChassisPrintMechanismUser InterfaceBoardLogicBoardPower Cordand “Brick”Host DriverSoftwareStylingVibrationThermal DistortionThermal