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New Product Development
Management
NPDM 8
Mohsen SADEGHI
Department of Graduate School of Management and Economics
Sharif University of Technology
PRODUCT ARCHITECTURE
These are the Skills You Need to Build a
House – What’s Missing?
What You Need is the Architecture!
Heating, Ventilating, and Air Conditioning
Definition of Product Architecture
• Product architecture is the scheme by which the functional
elements of the product are arranged into physical chunks
and by which the chunks interact
• This definition links architecture to system-level design and
the principles of system engineering
• Architecture also has profound implications for how the
product is designed, made, sold, used,repaired, etc
• Architecture makes its influence felt during assembly
Role of Architecture in Product
Development
Architecture’s Influences
During product development
• How families and platforms are structured
• How functions are realized
• How reuse and standardization are accomplished
• How development work is divided up
• Where subassembly and module boundaries are
• Where DFCs go– In the product– In the organization– Along
the supply chain
Architecture’s Influences
During production system design
• Assembly sequences
• Reuse of facilities and knowledge
• Planning for flexibility
• Sharing of facilities to match capacity to demand
During manufacturing and assembly
• Where production happens
• How customer orders are fulfilled
• How unpredictable demand patterns are met
Architecture’s Influences
During use
• How service is delivered
• How the product is updated
• How the product is recycled
The Architecture Provides The Plan The architecture answers these questions:
• How can the functions be grouped?
• How should the groups be arranged?
• What interconnections are necessary?
• What isolations are necessary?
Elements of Products• Functional elements: individual operations and transformations that contribute to the overall performance of the product
– often combined into modules
• Physical elements: the parts, components, and sub-assemblies that ultimately implement the product’s functions.
What is Product Architecture?• The scheme by which the functional elements of the product are arranged into physical chunks (modules) and by which the physical chunks interact (at interfaces).
Module A Module B
Interface
Product Development Process
Product Architecture• The arrangement of functional elements into physical chunks which become the building blocks for the product or family of products.
Product
module
module
module
module
module
module
module
module
Primary Types of Product Architecture• Modular: each function is delivered by a separate element
• Nonmodular (Integral): functions shared by physical elements
• Most products have some degree of modularity!
Modular Architecture• Chunks (modules) implement one or several elements
• Interactions between chunks (at interfaces)
– must be well-defined
– fundamental to the primary functions of the product
• Modular architecture - allows a design change in one chunk (module) without requiring changes to other chunks (other modules)
Modular Product Architectures• Characteristics: 1) Chunks (modules) implementing one or a few functions entirely, and 2) well-defined interactions between chunks (interfaces).
Swiss Army Knife Sony Walkman
Modular Architecture of
the Sony Walkman
Trailer Example:
Modular Architecture
Integral Architecture (Nonmodular)• Functional elements of the product are implemented using more than one chunk
• A single chunk implements many functional elements
• Interactions between chunks ill-defined, may be incidental to the primary functions of the products
• Used with products with highest possible performance in mind
Trailer Example:
Integral (Nonmodular) Architecture
Other Examples• Modular architecture
– Xerox copier
– Personal computer
– Residential AC units
• Singular (nonmodular) architecture
– Table knife
– High-performance transmission
Establishing the ArchitectureTo establish an architecture:
• create a schematic of the product
• cluster the elements of the schematic to achieve the types of product variety desired.
• define the interfaces
The Concepts of Integral and Modular
Apply at Several Levels
• system
• sub-system
• component
Product Architecture = Decomposition +
Interactions• Interactions within chunks
• Interactions across chunks
Schematic For A Telephone Base
Product Architecture Example:
Hewlett-Packard DeskJet Printer
DeskJet Printer Schematic
Cluster Elements into Chunks (Modules)
Geometric Layout
The 3-D Schematic
Incidental Interactions
System Team Assignment
Based on Product ArchitectureF G E D I A C B1 K1 J P N Q R B2 K2 O L M H S T U V
Crankshaft F F l l l l l l l l l l l l
Flywheel G l G l l l l
Connecting RodsE l E l l l l l l
Pistons D l l l D l l l l l l l l lLubrication I l l l l I l l l l l l l l l
Engine Block A l l l l l A l l l l l l l l l l
Camshaft/Valve Train C l l l l C l l l l l l
Cylinder Heads B1 l l l l l B1 l l l l l lIntake Manifold K1 l l l l K1 l l l l l
Water Pump/Cooling J l l l l l l J l l l l l l l l l
Fuel System P l P l l l l l l l l l l
Air Cleaner N l N l l l l l lThrottle Body Q l l l Q l l l l l l l l l
EVAP R l l R l l l
Cylinder Heads B2 l l l B2 l l l l l l l lIntake Manifold K2 l l l l l l K2 l l l l l l l
A.I.R. O l l l l l l O l l l l l l
Exhaust L l l l l l l l l L l l l l l l
E.G.R. M l l l l l l l l M l l l l l
Accessory Drive H l l l l l l l l l l l l l l l l H l l l l
Ignition S l l l l l l l l l l l l l l l l S l l lE.C.M. T l l l l l l l l l l l l l l l l l l T l l
Electrical System U l l l l l l l l l l l l l l l l l l l U lEngine Assembly V l l l l l l l l l l l l l l l l l l l l l l V
Frequency of PDT Interactions
l Daily l Weekly l Monthly
Team 1
Team 2
Team 3
Team 4
Integration Team
Product Architecture Objectives• Product architecture can be optimized to achieve certain economic objectives
– Development Expense
– Unit Cost
– Product Performance
– Development Schedule
Using Product Architecture to Achieve
Economic Objectives
• Three key factors to consider when using architecture to achieve economic objectives
– How modular to make the product (if at all)
– How to handle variability within the system
– How to manage the internal interfaces
1. Product Architecture and Modularity • Two economic objectives most affected by modularity:
– Lower development expenses
• Modules separated from each other except at the interfaces; internal workings immaterial
• Modules can be reused (no new development, no new testing)
– Lower development cycle time
• Modularity permits concurrent development
The Dark Side of Modular Architecture• Cost
– Interfaces don’t come for free
• Usually require connectors, couplings, flanges, lines of code; may require special attention to tolerances and alignment
• Performance
– Modular system performance is usually less than with a tightly coupled, nonmodular system
• Mechanical systems: weak spot is usually the interface, not the components
• Electrical systems: connectors often limit bandwidth or reliability
2. Product Architecture and System
Variability
• Variability (where?): cost?, expense?, performance?, cycle time?
• Variability within a system is driven by its most variable component
• Segregating variability into a limited area of the system improves the management of its consequences
• Keep the most variable subsystems off the critical path
3. Product Architecture and Interface
Management
• Interfaces are where the action is in product architecture!
• Practical steps for managing and controlling interfaces
– Make sure all interfaces are defined
– Have a single point of control for each interface
– Have a mechanism for freezing interface design
– Establish adequate design margins in the interfaces
Defining Interfaces• Ask, “What is the worst thing Subsystem A could do to Subsystem B?”
– If “Nothing” no interface
• To create a list of interfaces:
– Create a matrix with all subsystems as row and column headings
– Check cells where there are interactions
– Interfaces are located where there are interactions
A B C D E
A
B
C
D
E
A D C B
B C,E D A,C
C D E B,D
D E
Control of Interfaces• Create an interface definition document for each interface
• Assign responsibility for managing the document
• Establish a procedure for making changes to the document (document control)
Specific Architectural Implementations• Select specific architectures to pursue specific key economic objective(s)
– Development Expense
– Unit Cost
– Product Performance
– Development Schedule
Architectures to Pursue
Low-Expense
• Maximize reuse of existing designs
– Reduces development and testing costs
• Relocate customization to outside the system boundary
– Example: develop a basic computer and add-on modules; let customer (reseller) assemble
• Obtain nonstrategic subsystems from vendors
•
• (Highly Modular)
Boiling water
User function and Product components
Module Classification
Function flows and Object discoveries
Behavior Structure
Physical Structure - Tea maker side view
Alternative components based on
behavior allocation - Mugs
User Process Mapping in
Placing Tea leaves