Product Architecture and Platforms
Product Architecture and Platforms
Product Architecture and Platforms
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<strong>Product</strong> <strong>Architecture</strong> <strong>and</strong><br />
<strong>Platforms</strong><br />
Mass Customization<br />
<strong>Product</strong><br />
<strong>Architecture</strong>s<br />
<strong>Product</strong> <strong>Platforms</strong><br />
Relate to<br />
Sustainability
What would the plot look like?<br />
<strong>Product</strong> life of new designs versus time<br />
<strong>Product</strong> offerings over time<br />
<strong>Product</strong> Life vs. Introduction Date<br />
<strong>Product</strong> Offerings by Month<br />
<strong>Product</strong> Life (years)<br />
4.0<br />
3.0<br />
2.0<br />
1.0<br />
# of Offerings<br />
25<br />
20<br />
15<br />
10<br />
5<br />
0.0<br />
Jul-83<br />
Nov-84<br />
Mar-86<br />
Aug-87<br />
Dec-88<br />
May-90<br />
Sep-91<br />
Jan-93<br />
Jun-94<br />
Oct-95<br />
Mar-97<br />
0<br />
Feb-82<br />
Nov-84<br />
Aug-87<br />
May-90<br />
Month<br />
Jan-93<br />
Oct-95<br />
Jul-98<br />
Apr-01<br />
Introduction Date<br />
<strong>Product</strong>s have shorter lives, yet product offerings are up: *<br />
==> Shorter development cycles<br />
* Data collected by Dr. Mark Martin for consumer electronics device<br />
2
<strong>Product</strong> Model Lifetime<br />
Fraction<br />
Surviving<br />
1.0<br />
0.8<br />
Average Life<br />
Others Sony<br />
1.18 yr 1.97 yr<br />
Sony<br />
AIWA<br />
Toshiba<br />
Panasonic<br />
0.6<br />
0.4<br />
0.2<br />
From S<strong>and</strong>erson <strong>and</strong> Uzumeri,<br />
The Innovation Imperative, Irwin 1997.<br />
0<br />
0 1 2 3 4 5<br />
Survival Time (years)<br />
3
Degree of Market Turbulence<br />
<br />
1<br />
Provide Quick<br />
Response<br />
2<br />
3<br />
4<br />
Embed Customizability<br />
Customize Services<br />
Create Point-of-Delivery Customization<br />
Degree of Organizational Turbulence<br />
5<br />
Pine’s Five Steps<br />
to Mass<br />
Customization<br />
Modularize<br />
Pine, B. J., II, 1993, Mass Customization: The New Frontier in Business Competition,<br />
Harvard Business School Press, Boston, MA.<br />
4
Design <strong>and</strong> Living for the<br />
Environment<br />
Use less<br />
Reuse<br />
Recycle<br />
Design for disassembly<br />
Dispose responsibly<br />
6
<strong>Product</strong> <strong>Architecture</strong>: Definition<br />
The arrangement of functional elements into physical<br />
chunks which become the building blocks for the<br />
product or family of products.<br />
module<br />
module<br />
<strong>Product</strong><br />
module<br />
module<br />
module<br />
module<br />
module<br />
module<br />
7
Trailer Example:<br />
Modular <strong>Architecture</strong><br />
box<br />
hitch<br />
fairing<br />
bed<br />
springs<br />
wheels<br />
protect cargo<br />
from weather<br />
connect to<br />
vehicle<br />
minimize<br />
air drag<br />
support<br />
cargo loads<br />
suspend<br />
trailer structure<br />
transfer loads<br />
to road<br />
8
Trailer Example:<br />
Integral <strong>Architecture</strong><br />
upper half<br />
lower half<br />
nose piece<br />
cargo hanging<br />
straps<br />
spring slot<br />
covers<br />
wheels<br />
protect cargo<br />
from weather<br />
connect to<br />
vehicle<br />
minimize<br />
air drag<br />
support<br />
cargo loads<br />
suspend<br />
trailer structure<br />
transfer loads<br />
to road<br />
9
Example: B&D Versapack® Toolkit<br />
Common<br />
Variant<br />
Variant<br />
Unique
Creating a Modular <strong>Product</strong> Family<br />
<br />
<br />
Decompose products into<br />
functions<br />
Develop modules<br />
that map to functions<br />
Common<br />
Functions<br />
}<br />
<strong>Product</strong><br />
Platform<br />
Specific<br />
Function 1<br />
Specific<br />
Function 2<br />
Specific<br />
Function k<br />
<br />
<br />
<strong>Product</strong><br />
{ Family<br />
Derivative<br />
<strong>Product</strong> 1<br />
Derivative<br />
<strong>Product</strong> 2<br />
Derivative<br />
<strong>Product</strong> k<br />
Group common functional modules into a common product platform<br />
St<strong>and</strong>ardize interfaces to facilitate addition, removal, <strong>and</strong> substitution of<br />
modules<br />
11
Cummins: Diesel Engine<br />
<br />
<br />
<br />
<br />
<br />
Over 20 product groups with<br />
1,000 separate engine<br />
applications<br />
<strong>Product</strong> cycle time was<br />
slashed from 250 personmonths<br />
to a few personmonths<br />
Quality goals are exceeded<br />
Customer satisfaction is high<br />
<strong>Product</strong> schedules are met<br />
12
Example: Braun Family of Coffee<br />
Makers<br />
Electricity<br />
Water<br />
Ground<br />
Coffee<br />
Store<br />
Water<br />
Store<br />
Grounds<br />
Heat<br />
Water<br />
Mix Coffee<br />
<strong>and</strong> Water<br />
Heat<br />
Coffee<br />
Store<br />
Coffee<br />
Coffee<br />
Common<br />
Function<br />
Brew<br />
Coffee<br />
Basic<br />
Model<br />
Water<br />
Filter<br />
Thermos<br />
Karafe<br />
Auto Shutoff,<br />
Clock<br />
Adjustable<br />
Heater<br />
Frothing<br />
Attachment<br />
KF130<br />
KF145<br />
KF170<br />
KF180<br />
KF185<br />
KF190
Modular <strong>Product</strong> <strong>Architecture</strong>s<br />
Chunks implement one or a few functions entirely.<br />
Interactions between chunks are well defined.<br />
Modular architecture has advantages in simplicity <strong>and</strong><br />
reusability for a product family or platform.<br />
Swiss Army Knife<br />
Sony Walkman<br />
14
Platform <strong>Architecture</strong> of Sony Walkman<br />
200 versions with only 4 different platforms<br />
15
Integral <strong>Product</strong> <strong>Architecture</strong>s<br />
Functional elements are implemented by multiple chunks, or a<br />
chunk may implement many functions.<br />
Interactions between chunks are poorly defined.<br />
Integral architecture generally increases performance <strong>and</strong><br />
reduces costs for any specific product model.<br />
High-Performance Wheels<br />
Compact Camera<br />
16
Choosing the <strong>Product</strong> <strong>Architecture</strong><br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<strong>Architecture</strong> decisions relate to product planning <strong>and</strong><br />
concept development decisions:<br />
<strong>Product</strong> Change (copier toner, camera lenses)<br />
<strong>Product</strong> Variety (computers, automobiles)<br />
St<strong>and</strong>ardization (motors, bearings, fasteners)<br />
Performance (racing bikes, fighter planes)<br />
Manufacturing Cost (disk drives, razors)<br />
Project Management (team capacity, skills)<br />
System Engineering (decomposition, integration)<br />
Sustainability (dematerialization, long-term value,<br />
recyclability, reuse, biodegradable)<br />
17
Modular or Integral <strong>Architecture</strong>?<br />
Swatch<br />
Watches<br />
Apple<br />
iMac<br />
Motorola StarTAC<br />
Cellular Phone<br />
Fact: 2.8 million tons<br />
of carpet are l<strong>and</strong>filled<br />
each year in the United<br />
States! [U.S. EPA 2003]<br />
Interface<br />
Carpets
Modular Design<br />
Kambium Kitchen Cabinets<br />
• Company found that most<br />
cabinets are discarded<br />
because of changing styles<br />
<strong>and</strong> needs long before<br />
design life is over<br />
• Modular design for<br />
replacement of verneers <strong>and</strong><br />
external hardware retains up<br />
to 80% of original material<br />
• No toxic glues or chemicals<br />
used in particle board<br />
• Factory is solar powered <strong>and</strong><br />
near zero waste
Designing <strong>Product</strong>s as Services<br />
<br />
Facilitates designs that are<br />
highly durable, reliable, easily<br />
serviceable,<br />
modular/upgradeable that<br />
maximize the performance of<br />
materials<br />
<br />
Good for customers,<br />
companies <strong>and</strong> the<br />
environment!<br />
Xerox Copiers
Questions
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