MSE-415:

MSE-415: Product
Product Design
Design
Lecture
Lecture #9
#9
Chapter 9
Product Architecture

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Lecture
Lecture Objectives:
Objectives:
Discuss midterm result
Discuss presentation results
Lecture on Product Architecture
Lecture on Design for Manufacturing

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Product
Product
Architecture
Architecture

Product architecture is the assignment of the

functional elements of a product to the physical
building blocks of the product.

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Product
Product
Architecture
Architecture
The way the functions of the product are implemented through
the use of chunks defines its architecture.
Modular Architecture
Chunks implement one or a few function elements
Interactions between chunks are well defined and fundamental
to the primary functions of the product.

Process
Design changes are relatively easy.
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Product
Product
Architecture
Architecture
The way the functions of the product are implemented through
the use of chunks defines its architecture.
Integral Architecture
Functional elements are implemented using more than one chunk.
Single Chunk implements several functions.
Interactions between chunks are ill defined and may be incidental
to the primary functions of the product.
C
AB

D
Process

Design changes are more complex.

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Example:
Example: Coffee
Coffee
Maker
Maker
Overall
Function

Brew
Coffee
Electricity

Supporting
Sub-Functions

Auxiliary
Functions
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Water
Ground
Coffee

Coffee
Beans

Store
Water

Heat
Water

Heat
Coffee

Store
Grounds

Mix Coffee
and Water

Store
Coffee

Grind
Beans

Coffee

Shut-off
Heater

MSE-415: B. Hawrylo

How
How to
to Create
Create aa Function
Function
Structure
Structure
1. Formulate the overall
product function
2. Split up overall function into sub-functions
3. Determine simplified functions structure
4. Identify material, energy, and information/signal
flows
5. Add secondary/auxiliary functions and flows

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Morphological
Morphological
Matrix
Matrix
Search for solution principles
to fulfill sub-functions

Identify as many solutions for each

sub-function and auxiliary functions as
possible

Combine solutions to embody

physical concepts
Use morphological matrix to identify
combinations of solutions
Each combination of solutions will fulfill
overall function

Use expertise and heuristics to

eliminate infeasible solution
combinations

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Heat
Coffee

Filter

Heat
Water

Mix Coffee Store

and Water Coffee

S11

Si1

Store
Store
Grounds Water

Brew
Coffee
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Morphological
Morphological Matrix
Matrix for
for
Coffee
Coffee Maker
Maker
S12

Osmosis Dissolve

S1j

S1m

Ionize

Stir

Si2

Sij

Sn1

Sim

Sn2

Snj

Snm

MSE-415: B. Hawrylo

Modularity
Modularity
Defined
Defined

After we brainstorm solutions for each subfunction, we combine them to create the product
architecture.
As part of this process, we seek to identify
modules.
Modularity is defined as:
1.

2.

a one-to-one correspondence between functional elements

and physical structures
unintended interactions between modules are minimized (i.e.,
component interfaces are de-coupled).

The opposite of modularity is referred to as

integral.
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Product
Product Architecture
Architecture
Definition
Definition

Recall that a product architecture is:

the arrangement of functional elements

the mapping of functional elements to physical components
the specification of the interfaces among physical components

A modular architecture is:

One physical component per function; de-coupled interfaces

An integral architecture is:

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Coupled interfaces; multiple functions per physical component

MSE-415: B. Hawrylo

Types
Types of
of Modularity:
Modularity:
Slot
Slot
In a slot architecture, each module
has a different interface with the
overall system.

Why different interfaces?

So that various components cannot be interchanged

Examples:

SCSI, Ethernet, and parallel ports on laptop

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Types
Types of
of Modularity:
Modularity:
Bus
Bus
In a bus architecture,
there is a
common bus to which modules
connect via the same interface.

What are the advantages of this type of

modularity?
Examples:

Modem and Internet cards on laptop; CD and disk drive

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Types
Types of
of Modularity:
Modularity:
Sectional
Sectional

In a sectional architecture, all

interfaces are the same type
but there is no single
element to which modules
attach.
What are advantages and
disadvantages of a sectional
approach?

Examples:

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Legos

Using a sectional architecture,

the assembly is built up by
connecting the modules to each
other via identical interfaces.
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Selecting
Selecting
Architecture
Architecture
Decisions about how to divide the product into chunks and about
how much modularity to impose on the architecture are tightly linked
to several issues of importance:

Product Change
Product Variety
Component Standardization
Product Performance
Manufacturability
Product Development Management

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Selecting
Selecting
Architecture
Architecture

Product Change

Architecture defines how the product can be changed.

Modular = changes to be made to few isolated functional elements
Integral = changes may influence many functional elements

Reasons for Change:

Upgrade

Add-ons

Adaptation

Wear

Consumption

Flexibility of Use

Reuse

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Product Variety

Selecting
Selecting
Architecture
Architecture

Variety refers to the range of product models the firm can produce
within a particular time period in response to market demand.
Modular = Easier variation without adding tremendous complexity
to the manufacturing system.
Integral = Variation of product can add complexity to the manufacturing
system.
B1
A

B2
ABC-D

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Selecting
Selecting
Architecture
Architecture

Component Standardization

Component standardization is the use of the same component or

chunk in multiple products.
Modular = Chunks can be manufactured in higher volumes saving
the organization money.
Integral = Chunks are specialized resulting in lower manufacturing
volumes.

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Selecting
Selecting
Architecture
Architecture

Product Performance

Product performance is how well a product implements its intended

functions such as:
Speed Efficiency Life Accuracy - Noise
Integral Architecture facilitates optimization of characteristics driven
by size, shape, and mass of a product such as:
Acceleration Energy Consumption Aerodynamics Drag
Redundancy can be eliminated

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Selecting
Selecting
Architecture
Architecture

Manufacturability

Involves Design for Manufacturing (DFM). One important concept

of DFM involves minimization of the number of parts in the design.
Discussed in more detail in Chapter 11.

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Selecting
Selecting
Architecture
Architecture

Product Development Management

Detail design of each chunk is usually assigned to a relatively
small group within a firm or to an outside supplier.
Modular The group assigned to design a chunk deals with known,
and relatively limited, functional interactions with other chunks.
Integral Detail design will require close coordination with other
groups.

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Establishing
Establishing the
the
Architecture
Architecture

4-Step Structured Method

1.
2.
3.
4.

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Create a schematic of the product.

Cluster the elements of the schematic.
Create a rough geometric layout.
Identify the fundamental and incidental interactions.

MSE-415: B. Hawrylo

Creating
Creating aa Module-Based
Module-Based Product
Product
Family
Family

1.Decompose products into their representative

functions
2.Develop modules with one-to-one (or many-to-one)
correspondence with functions
3.Group common functional modules into a common
product platform
Common
Product
Functions
Platform
4.Standardize interfaces to
facilitate addition, removal,
and substitution of modules

Product
Family
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Specific
Function 1

Specific
Function 2

Specific
Function k

Derivative
Product 1

Derivative
Product 2

Derivative
Product k

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Example:
Example: Braun
Braun Family
Family of
of
Coffee
Coffee Makers
Makers
Electricity
Water
Ground
Coffee

Store
Water

Heat
Water

Heat
Coffee

Store
Grounds

Mix Coffee
and Water

Store
Coffee

Basic
Model

Water
Filter

Thermos
Karafe

Auto Shutoff, Clock

KF130

KF145

KF170

KF180

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Common
Function
Brew
Coffee

Coffee

Adjustable
Heater

Frothing
Attachment

KF185
KF190
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Developing
Developing Modular
Modular
Architectures
Architectures

What are some rules of thumb you, might follow to

develop a modular product architecture?

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Establishing
Establishing the
the
Architecture
Architecture

Cluster the Elements of the Schematic

1. Geometric integration/precision

Elements that must be close together are logically grouped

in one chunk.

2. Function sharing

When a single physical component can implement several

functional elements of the product the elements should
be clustered together.

3. Capabilities of vendors

The elements that a vendor has capability in should be

grouped together.

4. Similarity of design or production technology

When two or more functional elements are likely to be implemented using

the same design/production technology, then incorporating these into
the same chunk may allow for more economical design.

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Establishing
Establishing the
the
Architecture
Architecture

Cluster the Elements of the Schematic

5. Localization of Change

When you anticipate a lot of change in some element it makes sense

to isolate the element in one chunk.

6. Accommodating Variety

Elements should be grouped together to enable the firm to vary the product
in ways that will have value for the customers.

7. Enabling Standardization

If a set of elements will be useful in other products, they should be clustered

together into a single chunk.

8. Portability of interfaces

Functions that must be close to one another to work properly should be

clustered into one chunk.

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Establishing
Establishing the
the
Architecture
Architecture

Cluster the Elements of the Schematic

Enclosure
Enclose
Printer
Structural
Support
Chassis
Store
Output
Store
Blank
Paper
Paper Tray
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Print
Cartridge
Position
Cartridge
In X-axis
Position
Cartridge
In Y-axis

User Interface
Accept
User
Inputs
Control
Printer

Pick
Paper

Comm.
With
Host

Print
Mechanism

Connect
to
Host

Flow of forces/energy
Flow of material
Flow of signals/data
Display
Status
Power Cord
Supply
DC
Power

Command
Printer
Driver Software
Logic Board
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Establishing
Establishing the
the
Architecture
Architecture

Create a Rough Geometric Layout

Creating a geometric layout forces the team to consider whether
the geometric interfaces among the chunks are feasible.

Logic Board

User Interface

Print Cartridge
Paper Tray

Print Mechanism
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Establishing
Establishing the
the
Architecture
Architecture
Identify the Fundamental and Incidental Interactions
Fundamental: Identified in the schematic.
Incidental: Shown in an incidental interaction graph.
Enclosure

Thermal
Distortion

Styling

Paper Tray
Vibration

Print
Mechanism

User Interface
Board
Logic Board
RF Interface

Chassis

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Thermal Distortion
RF Shielding

Host Driver
Software

Power Cord
Brick

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Platform
Platform
Planning
Planning
The collection of assets shared by various products to meet various
markets is called the product platform.
There are market advantages to have several distinct versions of a
product.
There are design/manufacturing advantages to have when versions
share many components.

But how do you determine the trade-off?

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Platform
Platform
Planning
Planning

Differentiation Plan
Commonality Plan

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Platform
Platform
Planning
Planning

Differentiation Plan
Explicitly represents the ways in which multiple versions of a product
will be different from the perspective of the customer and the market.

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Differentiating
Attributes

Family

Student

SOHO

Black print quality

"Near laser" quality

Laser quality

Laser quality

Color print quality

"Near photo" quality

Equivalent to DJ 600

Equivalent to DJ 600

Print Speed

6 pages/minute

8 pages/minute

10 pages/minute

Footprint

360mm x 400mm

340mm x 360mm

400mm x 450mm

Paper storage

100 sheets

100 sheets

150 sheets

Style

Consumer

Youth consumer

Commercial

Connectivity to Computer

USB/Parallel

USB

USB

Operating System Capability

Mac/Windows

Mac/Windows

Windows

MSE-415: B. Hawrylo

Platform
Platform
Planning
Planning

Commonality Plan
Explicitly represents the ways in which multiple versions of a product
will be the same physically.

Chunks

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Number of
Types

Family

Student

SOHO

Print Cartridge

Manet Cartridge

Picasso Cartridge

Picasso Cartridge

Print Mechanism

Aurora Series

Narrow Aurora
Series

Aurora Series

Paper Tray

Front-in/Front-out

Front-in/Front-out

Tall Front-in/out

Logic board

Next gen board

with parallel port

Next gen board

Next gen board

Enclosure

Home Style

Youth Style

Soft office style

Driver Software

Version A-PC
Version A-Mac

Version B-PC
Version B-Mac

Version C

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Platform
Platform
Planning
Planning

Managing the Trade-off

Platform planning decisions should be informed by quantitative
estimates of cost and revenue implications.
Iteration is beneficial.
The product architecture dictates the nature of the trade-off between
differentiation and commonality.

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MSE-415:
MSE-415: Product
Product
Design
Design
Lecture
Lecture #10
#10
Chapter 11
Design for Manufacturing

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Lecture
Lecture Objectives:
Objectives:
Overview of the DFM process
Estimate manufacturing cost
Reduce cost of components
Reduce cost of assembly
Reduce cost of supporting production
Consider impact of DFM decisions on other factors

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Gathering
Gathering DFM
DFM
Information
Information

Sketches, drawings, product specifications, and

design alternatives.
A detailed understanding of production and
assembly processes
Estimates of manufacturing costs, production
volumes, and ramp-up timing.

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DFM
DFM Method
Method
Proposed Design

Estimate the Manufacutring

Costs

Reduce the Costs of

Components

Reduce the Costs of

Assembly

Reduce the Costs of

Supporting Production

Consider the Impact of DFM

Decisions on Other Factors

Recompute the
Manufacturing Costs

Good
enough
?
Y

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Acceptable Design

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1.
1. Estimate
Estimate the
the Manufacturing
Manufacturing
Costs
Costs
Equipment

Information Tooling

Raw Materials
Labor

Manufacturing System

Finished Goods

Purchased
Components

Energy

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Supplies Services

Waste

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Manufacturing
Manufacturing Costs
Costs
Defined
Defined

Sum of all the expenditures for the inputs of the

system (i.e. purchased components, energy, raw
materials, etc.) and for disposal of the wastes
produced by the system

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Elements
Elements of
of the
the Manufacturing
Manufacturing Cost
Cost of
of aa
Product
Product

Manufacturing Cost

Components

Standard

Raw
Material

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Custom

Processing

Assembly

Labor

Overhead

Equipment
and Tooling

Support

Indirect
Allocation

Tooling

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Manufacturing
Manufacturing Cost
Cost of
of aa
Product
Product

Component Costs (parts of the product)

Parts purchased from supplier

Custom parts made in the manufacturers own plant or by suppliers
according to the manufacturers design specifications

Assembly Costs (labor, equipment, & tooling)

Overhead Costs (all other costs)

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Support Costs (material handling, quality assurance, purchasing, shipping,

receiving, facilities, etc.)
Indirect Allocations (not directly linked to a particular product but must be
paid for to be in business)

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Fixed
Fixed Costs
Costs vs.
vs. Variable
Variable
Costs
Costs

Fixed Costs incurred in a predetermined

amount, regardless of number of units produced
(i.e. setting up the factory work area or cost of an
injection mold)
Variable Costs incurred in direct proportion to
the number of units produced (i.e. cost of raw
materials)

Fixed
Variable

N
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2.
2. Reduce
Reduce the
the Cost
Cost of
of
Components
Components
Understand the Process Constraints and Cost
Drivers
Redesign Components to Eliminate Processing
Steps
Choose the Appropriate Economic Scale for the
Part Process
Standardize Components and Processes
Adhere to Black Box Component Procurement

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Understand
Understand the
the Process
Process Constraints
Constraints and
and Cost
Cost
Drivers
Drivers
Redesign costly parts with the same performance
while avoiding high manufacturing costs.
Work closely with design engineersraise
awareness of difficult operations and high costs.

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Redesign
Redesign Components
Components to
to Eliminate
Eliminate
Processing
Processing Steps
Steps
Reduce the number of steps of the
production process

Will usually result in reduce costs

Eliminate unnecessary steps.

Use substitution steps, where applicable.
Analysis Tool Process Flow Chart and
Value Stream Mapping

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Choose
Choose Appropriate
Appropriate Economics
Economics of
of
Scale
Scale
Economies of Scale As production volume
increases, manufacturing costs usually decrease.
Fixed costs divided among more units.
Variable costs are lower since the firm can use
more efficient processes and equipment.

LRAC Long Run Average Cost/Unit

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Standardize
Standardize Components
Components and
and
Processes
Processes
Economies of Scale The unit cost of a
component decreases as the production volume
increases.
Standard Componentscommon to more than
one product
Analysis tools group technology and mass
customization

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Adhere
Adhere to
to Black
Black Box
Box Component
Component
Procurement
Procurement
Black boxonly give a description of what the
component has to do, not how to achieve it
Successful black box design requires clear
definitions of the functions, interfaces, and
interactions of each component.
What

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What

What

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3.
3. Reduce
Reduce the
the Costs
Costs of
of
Assembly
Assembly

Design for Assembly (DFA) index

Design for assembly (DFA) is a subset of DFM which involves

minimizing the cost of assembly.

Integrated Parts (Advantages and

Disadvantages)
Maximize Ease of Assembly
Consider Customer Assembly

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Advantages
Advantages of
of Integrated
Integrated
Parts
Parts

Do not have to be assembled

Often less expensive to fabricate rather than the
sum of each individual part
Allows critical geometric features to be controlled
by the part fabrication process versus a similar
assembly process
Disadvantages
Disadvantages of
of Integrated
Integrated Parts
Parts
Conflict with other sound approaches to minimize costs
Not always a wise strategy

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Part
Part
Part
Part
Part
Part
Part

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Minimize
Minimize Ease
Ease of
of
Assembly
Assembly

is inserted from the top of the assembly

is self-aligning
does not need to be oriented
requires only one hand for assembly
requires no tools
is assembled in a single, linear motion
is secured immediately upon insertion

MSE-415: B. Hawrylo

Consider
Consider Customer
Customer
Assembly
Assembly

Customers will tolerate some assembly

Design product so that customers can easily and
assemble correctly
Customers will likely ignore directions

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4.
4. Reduce
Reduce the
the Costs
Costs of
of Supporting
Supporting
Production
Production

Minimize Systemic Complexity (inputs, outputs, and

transforming processes)
Use smart design decisions
Error Proofing (Poka Yoke)
Anticipate possible failure modes
Take appropriate corrective actions in the early stages
Use color coding to easily identify similar looking, but different
parts

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5.
5. Consider
Consider the
the Impact
Impact of
of DFM
DFM Decisions
Decisions
on
on Other
Other Factors
Factors
Development Time
Development Cost
Product Quality
External Factors
Component reuse
Life cycle costs

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Next
Next Week
Week November
November 14,
14, 2007
2007
(Lecture
#11)
(Lecture
Homework #7 - Handout #11)
Read Chapter 12 Prototyping
Read Chapter 13 Robust Design
Prepare for a potential quiz on:

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Chapters 9, 11, 12, 13

Lectures #9, #10
Additional reading handout

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