1. New Product Development Management NPDM 8 Mohsen SADEGHI Department of Graduate School of Management and Economics Sharif University of Technology

2. PRODUCT ARCHITECTURE

3. These are the Skills You Need to Build a House – What’s Missing?

4. What You Need is the Architecture! Heating, Ventilating, and Air Conditioning

5. 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

6. Role of Architecture in Product Development

7. 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

8. 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

9. Architecture’s Influences During use How service is delivered How the product is updated How the product is recycled

10. 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?

11. 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.

12. 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 AModule B Interface

13. Product Development Process

14. Product Architecture The arrangement of functional elements into physical chunks which become the building blocks for the product or family of products. Product module

15. 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!

16. 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)

17. 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

18. Modular Architecture of the Sony Walkman

19. Trailer Example: Modular Architecture

20. 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

21. Trailer Example: Integral (Nonmodular) Architecture

22. Other Examples Modular architecture – Xerox copier – Personal computer – Residential AC units Singular (nonmodular) architecture – Table knife – High-performance transmission

23. Establishing the Architecture To 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

24. The Concepts of Integral and Modular Apply at Several Levels system sub-system component

25. Product Architecture = Decomposition + Interactions Interactions within chunks Interactions across chunks

26. Schematic For A Telephone Base

27. Product Architecture Example: Hewlett-Packard DeskJet Printer

28. DeskJet Printer Schematic

29. Cluster Elements into Chunks (Modules)

30. Geometric Layout The 3-D Schematic

31. Incidental Interactions

32. System Team Assignment Based on Product Architecture

33. Product Architecture Objectives Product architecture can be optimized to achieve certain economic objectives – Development Expense – Unit Cost – Product Performance – Development Schedule

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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 ABCDE A  B  C  D  E A  DC  B B  C,ED  A,C C  DE  B,D D  E

40. 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)

41. Specific Architectural Implementations Select specific architectures to pursue specific key economic objective(s) – Development Expense – Unit Cost – Product Performance – Development Schedule

42. 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)

43. Boiling water

44. User function and Product components

45. Module Classification

46. Function flows and Object discoveries

47. Behavior Structure

48. Physical Structure - Tea maker side view

49. Alternative components based on behavior allocation - Mugs

50. User Process Mapping in Placing Tea leaves