1. ETM 551 -Product Architecture 1
Product Design & Development
Product Architecture

2. ETM 551 -Product Architecture 2
Questions
How would the architecture of the product impact
their ability to offer product variety?
What would be the cost implications of different
product architectures?
How would the architecture of the product impact
their ability to complete the design within 12 monts?
How would the architecture of the product influence
their ability to manage the development process?

3. ETM 551 -Product Architecture 3
What is Product Architecture
A product can be thought in both functional
and physical terms.
The functional elements are the individual
operationsand transformations
The physical elements of a product are the
parts, components, and subassemblies
The physical elements of a product are
typically organized into several major physical
building blocks, called chunks.

4. ETM 551 -Product Architecture 4
What is Product Architecture?
Product architecture is the assignment
of the product's functions to physical
building blocks or "chunks".
Product
module
module
module
module
module
module
module
module

5. ETM 551 -Product Architecture 5
Modular or integral
architecture?

6. 6
Modular product architecture
Each chunk fully
embodies one or more
product functions.
Interactions between
chunks are:
well defined
(typically) fundamental to
product's primary
functions.
Modular architecture has
advantages in simplicity
and reusability for a
product family or
platform.

7. ETM 551 -Product Architecture 7
Modular product architecture
Modular architecture
has advantages in
simplicity and
reusability for a
product family or
platform.

8. ETM 551 -Product Architecture 8
Platform Architecture of
the Sony Walkman

9. ETM 551 -Product Architecture 9
Integral product architecture
Typical functions involve
more than one chunk
Typical chunks implement
more than one function
Interactions between
chunks are ill-defined and
may be incidental to
product's primary
functions.
Integral architecture
generally increases
performance and reduces
costs for any specific
product model.

10. ETM 551 -Product Architecture 10
Trailer Example:
Modular Architecture
box
hitch
fairing
bed
springs
wheels
protect cargo
from weather
connect to
vehicle
minimize
air drag
support
cargo loads
suspend
trailer structure
transfer loads
to road

11. ETM 551 -Product Architecture 11
Trailer Example:
Integral Architecture
upper half
lower half
nose piece
cargo hanging
straps
spring slot
covers
wheels
protect cargo
from weather
connect to
vehicle
minimize
air drag
support
cargo loads
suspend
trailer structure
transfer loads
to road

12. ETM 551 -Product Architecture 12
Modularity
Modularity is a relative property
Products are rarely strictly modular or
integral.

13. ETM 551 -Product Architecture 13
Types of modularity
Slot-modular architecture
Each chunk-to-chunk interface is different
from the others.
Chunks cannot be swapped around.

14. ETM 551 -Product Architecture 14
Slot-modular
architecture
Each interface between chunks in a
slot-modular is of a different type from
the others, so that the various chunks
in the product cannot be interchanged
(e.g. Automobile radio)

15. ETM 551 -Product Architecture 15
Bus-modular architecture
Uses a common bus, or similar
concept.
Uses standard chunk-to-bus interfaces.

16. ETM 551 -Product Architecture 16
Sectional-modular architecture
No common bus or other single element
interfacing with all other chunks.
Uses standard chunk-to-chunk
interfaces.

17. ETM 551 -Product Architecture 17
Choosing the Product
Architecture
Architecture decisions relate to product planning 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)

18. ETM 551 -Product Architecture 18
When is the product
architecture defined?
Product architecture begins to emerge
during concept development.
PlanningPlanning Concept
Development
Concept
Development
System-Level
Design
System-Level
Design
Detail
Design
Detail
Design
Testing and
Refinement
Testing and
Refinement
Production
Ramp-Up
Production
Ramp-Up
Platform
decision
Concept
decision
Decomposition
decision

19. ETM 551 -Product Architecture 19
Product architecture affects:
Product changes
Upgrades
Ex.: Changing the processor board of a
computer
Add-ons
Ex.: Third-party mass storage devices
Adaptation to local conditions
Ex.: 110 or 220 Volt power supply

20. ETM 551 -Product Architecture 20
Product architecture affects:
High-wear components
Ex.: tires on vehicles
Consumables
Ex.: film cartridges
Flexibility in use
Ex.: Lens or flash options for a camera
Resuse
Ex.:consumer electronics manufacturers

21. ETM 551 -Product Architecture 21
Product variety
Variety refers to the range of product
models the firm can produce within a
particular timeframe in response to
market demand.
Swatch produces hundreds of watch
models.

22. ETM 551 -Product Architecture 22
Component standardization
Use the same components or chunks in
various products.
Ex.:
Watch movement, watch battery, etc.

23. ETM 551 -Product Architecture 23
Product performance
How will product
implement intended
functions?
Ex.: Function sharing
of BMW transmission
chunk

24. ETM 551 -Product Architecture 24
Manufacturability
Benefits from:
Design-for-manufacturing (DFM)
Minimization of parts count through
component integration.
These strategies are best applied at the
chunk level.

25. ETM 551 -Product Architecture 25
Managing the PD process
Detailed design responsibility for each
chunk is usually assigned to a small in-
house team or outsourced to a supplier.

26. ETM 551 -Product Architecture 26
Concepts of integral and
modular apply at several
levels
System
Sub-system
Component

27. ETM 551 -Product Architecture 27
Product Architecture =
Decomposition + Interactions
Interactions within
chunks
Interactions across
chunks

28. ETM 551 -Product Architecture 28
Establishing the architecture
Create schematic (illustrating product
architecture)
Cluster elements
Create rough geometric layout
Identify fundamental and incidental
interactions

29. ETM 551 -Product Architecture 29
DeskJet Printer Schematic
Flow of forces or energy
Flow of material
Flow of signals or data
Store
Output
Store
Blank
Paper
Enclose
Printer
Provide
Structural
Support
Print
Cartridge
Position
Cartridge
In X-Axis
Position
Paper
In Y-Axis
Supply
DC
Power
“Pick”
Paper
Control
Printer
Command
Printer
Connect
to
Host
Communicate
with
Host
Display
Status
Accept
User
Inputs
Functional
or Physical
Elements

30. ETM 551 -Product Architecture 30
Clustering elements
Key considerations when clustering
elements (of schematic) into chunks
include:
Geometric integration and precision
Ex.: H-P clustering for ink-jet printer calls for
cartridge positioning on x-axis and paper
positioning on y-axis

31. ETM 551 -Product Architecture 31
Clustering elements (cont)
Function sharing
Ex.: Status display and user controls for H-P
printer
Ex.: Transmission for BMW motorcycle
Vendor (= Supplier) capabilities
Ex.: H-P printer
Ex.: Spring and shock absorber for rear
suspension of BMW motorcycle

32. ETM 551 -Product Architecture 32
Clustering elements (cont)
Similarity of design or production
technology
Location of change
Accommodating variety
Enabling standardization
Portability of interfaces

33. ETM 551 -Product Architecture 33
Cluster Elements into Chunks
Store
Output
Store
Blank
Paper
Enclose
Printer
Provide
Structural
Support
Print
Cartridge
Position
Cartridge
In X-Axis
Position
Paper
In Y-Axis
Supply
DC
Power
“Pick”
Paper
Control
Printer
Command
Printer
Connect
to
Host
Communicate
with
Host
Display
Status
Accept
User
Inputs
Paper Tray Print
Mechanism
Logic Board
Chassis
Enclosure
User Interface Board
Host Driver
Software
Power Cord
and “Brick”
Functional
or Physical
Elements
Chunks

34. ETM 551 -Product Architecture 34
Audio System Exercise:
Where are the Chunks?
CassetteTuner Front
Controls
Power
Amplifier
CD
Changer
Rear
Controls
Cellular
Phone
Cellular
Antenna
Antenna
Motor
AM/FM
Antenna
Rear
Headphones
LF
Speaker
LR
Speaker
RR
Speaker
RF
Speaker
Microphone
Display
104.1 FM

35. ETM 551 -Product Architecture 35
Geometric layout
Key considerations when creating a
rough geometric layout include:
Identification of fundamental and
incidental interactions
Fundamental interactions
Ex.: H-P printer
Sheets of paper flow from the paper tray to print
mechanism.
Incidental interactions
Ex.: Vibration induced by the actuators in paper
tray may interfere with precision positioning of
print cartridge (x-axis)

36. ETM 551 -Product Architecture 36
Create a rough geometric layout
chassis
paper
roller
print cartridge
paper tray
enclosure
logic board
height
print
mechanism
paper tray
user interface board
print
cartridge
logic
board
chassis

37. ETM 551 -Product Architecture 37
Incidental interactions
Enclosure
Paper Tray
Chassis
Print
Mechanism
User Interface
Board
Logic
Board
Power Cord
and “Brick”
Host Driver
Software
Styling
Vibration
Thermal
Distortion
Thermal
Distortion

38. ETM 551 -Product Architecture 38
F 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
l
Lubrication 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
l
Intake 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
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
l
Intake 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 l
E.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
Integration
Team

39. ETM 551 -Product Architecture 39
Variety and supply chain
considerations

40. ETM 551 -Product Architecture 40
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?

41. ETM 551 -Product Architecture 41
Practical Concerns
Planning is essential to achieve the
desired variety and product change
capability.
Coordination is difficult, particularly
across teams, companies, or great
distances.
Special attention must be paid to handle
complex interactions between chunks
(system engineering methods).

42. 42
Product Architecture: Conclusions
Architecture choices define the sub-
systems and 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

43. ETM 551 -Product Architecture 43
Summary
Product architecture decisions affect
product change, product variety,
component standardization, product
performance, manufacturability, and PD
management.
A key characteristic of a product
architecture is the degree to which it is
modular or integral

44. ETM 551 -Product Architecture 44
Summary
Four steps for product
architecture
1. Create a schematic
of the product
2. Cluster the elements
of the schematic
3. Create a rough
geometric layout
4. Identify the
fundamental and
incidental interactions