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Product Architecture
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Chapter Table of Contents1. Introduction
2. Development Processes and Organizations
3. Product Planning
4. Identifying Customer Needs5. Product Specifications
6. Concept Generation
7. Concept Selection
8. Concept Testing
9. Product Architecture10. Industrial Design
11. Design for Manufacturing
12. Prototyping
13. Product Development Economics
14. Managing Projects
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Product Architecture: Definition
The arrangement of functional elements intophysical chunks which become the buildingblocks for the product or family of products.
Product
module
module
module
module
module
module
module
module
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Trailer Example:
Modular Architecturebox
hitch
fairing
bed
springs
wheels
protect cargofrom weather
connect tovehicle
minimizeair drag
supportcargo loads
suspendtrailer structure
transfer loadsto road
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Trailer Example:
Integral Architectureupper half
lower half
nose piece
cargo hangingstraps
spring slotcovers
wheels
protect cargofrom weather
connect tovehicle
minimizeair drag
supportcargo loads
suspendtrailer structure
transfer loadsto road
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What is this?
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Nail Clippers?
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Modular Product Architectures
Chunks implement one or a few functions entirely.
Interactions between chunks are well defined.
Modular architecture has advantages in simplicity
and reusability for a product family or platform.
Swiss Army Knife Sony Walkman
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Platform Architecture ofthe Sony Walkman
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Integral Product Architectures
Functional elements are implemented by multiplechunks, 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.
High-Performance Wheels Compact Camera
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Choosing the Product Architecture
Architecture decisions relate to productplanning 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)
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Ford TaurusIntegrated Control Panel
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Modular or Integral Architecture?
Motorola StarTACCellular Phone
RollerbladeIn-Line Skates
FordExplorer
AppleiBook
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The concepts of integral and modular
apply at several levels:
system
sub-system
component
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DeskJet Printer Schematic
Flow of forces or energy
Flow of material
Flow of signals or data
StoreOutput
StoreBlankPaper
Enclose
Printer
ProvideStructuralSupport
PrintCartridge
PositionCartridgeIn X-Axis
PositionPaper
In Y-Axis
SupplyDC
PowerPickPaper
ControlPrinter
CommandPrinter
Connectto
Host
CommunicatewithHost
DisplayStatus
AcceptUser
Inputs
Functionalor PhysicalElements
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Cluster Elements into Chunks
StoreOutput
StoreBlankPaper
Enclose
Printer
ProvideStructuralSupport
PrintCartridge
PositionCartridgeIn X-Axis
PositionPaper
In Y-Axis
SupplyDC
PowerPickPaper
ControlPrinter
CommandPrinter
Connectto
Host
CommunicatewithHost
DisplayStatus
AcceptUser
Inputs
Paper Tray PrintMechanism
Logic Board
Chassis
Enclosure
User Interface Board
Host DriverSoftware
Power Cordand Brick
Functionalor PhysicalElements
Chunks
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Geometric Layout
printmechanism
paper tray
user interface board
printcartridge
logicboard
chassis
chassis
paper
roller
print cartridge
paper tray
enclosure
logic board
height
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Incidental Interactions
Enclosure
Paper Tray
Chassis
PrintMechanism
User InterfaceBoard
LogicBoard
Power Cordand Brick
Host DriverSoftware
Styling
Vibration
ThermalDistortion
Thermal
Distortion
RFInterferenceRF
Shielding
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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 Rods E 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/CoolingJ 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 l
Throttle 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 l
Engine 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
IntegrationTeam
From Innovation at the Speed of Information, S. Eppinger, HBR, January 2001.
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Planning a Modular Product Line:Commonality Table
Chunks
Number ofTypes
Family Student SOHO(small office, home office)
Print cartridge 2 ManetCartridge PicassoCartridge PicassoCartridge
Print Mechanism 2 "Aurora" Series Narrow "Aurora" series "Aurora" series
Paper tray 2 Front-in Front-out Front-in Front-out Tall Front-in Front-out
Logic board 2 Next gen boardwith parallel port
Next gen board Next gen board
Enclosure 3 Home style Youth style Soft officestyle
Driver software 5 Version A-PCVersion A-Mac
Version B-PCVersion B-Mac
Version C
Differentiation versus Commonality
Trade off product variety and production complexity
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Product Model Lifetime
From Sanderson and Uzumeri,The Innovation Imperative, Irwin 1997.
0 1 2 3 4 5
Su r v iv al Tim e ( y ear s)
1 .0
0 .8
0 .6
0 .4
0 .2
0
Fr a c t i o nSu r v i v i n g So n y
A I W A
T o s h i b a
Pa n a s o n i c
So ny
1 . 9 7 y r
Ot her s
1 . 1 8 y r
A v er ag e L if e
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Types of Modularity
Swapping Modularity Sharing Modularity
Sectional Modularity Bus Modularity
Fabricate-to-Fit Modularity Mix Modularity
Adap
tedfromK.
Ulrich,
The
RoleofProductArchitecture
intheManufacturingFirm,R
esearchPolicy,
1995.
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Audio System Exercise:Where are the Chunks?
CassetteTuner FrontControls
PowerAmplifier
CDChanger
RearControls
CellularPhone
Cellular
Antenna
Antenna
Motor
AM/FM
Antenna
RearHeadphones
LFSpeaker
LR
Speaker
RR
Speaker
RFSpeaker
Microphone
Display
104.1 FM
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Fundamental Decisions
Integral vs. modular architecture?
What type of modularity?
How to assign functions to chunks?
How to assign chunks to teams?
Which chunks to outsource?
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Practical Concerns
Planning is essential to achieve the desiredvariety and product change capability.
Coordination is difficult, particularly acrossteams, companies, or great distances.
Special attention must be paid to handlecomplex interactions between chunks
(system engineering methods).
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Product Architecture: Conclusions
Architecture choices define the sub-systemsand modules of the product platform or family.
Architecture determines:
ease of production variety feasibility of customer modification
system-level production costs
Key Concepts:
modular vs. integral architecture
clustering into chunks
planning product families