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Design for Product
Evolution (DFPE)
MPD 5750
Jonathan Weaver
DFPE Development History
• Originally developed by MPD Cohort 3 team
of Dwayne Moncrief, Paul Norton, Bo Prudil,
and Ben Saunders, in Fall 2002.
• Additional content added to DF Computer
Evolution by Tjuana Buford Cohort 8,
November 2007
• Edits by B. Dhruna, C. Jozsa, Raghavan
Setlur, Mark Rockwell, Joe Lambrecht
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE to your life
• Technology Roadmapping
• Case Studies
• Discussion
• References
Course Goal
Define Design for Product Evolution, why it
is important to you and how you can use it
to improve job performance, quality of
invention, and long term success in daily
life through use of acquired knowledge and
industry case studies.
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE to your life
• Technology Roadmapping
• Case Studies
• Discussion
• References
What is Product
Evolution?
• According to Webster, EVOLUTION is the
“process of continuous change from a
lower, simple, or worse to a higher, more
complex, or better state. ”
• For the purpose of DFPE we interpret
Product Evolution as: “incremental
changes that add functionality or change
product characteristics without
necessitating a wholesale product
redesign.”
How do you DFPE?
DFPE requires a team to take a
comprehensive look at short term AND
long term goals.
DFPE relies on users understanding both
what their is in addition what it could be
Save all of the ideas that were discarded
during the brainstorm phase and review
how these ideas could be implemented.
DFPE
good DFPE?
• Meets current and also future anticipated customer
needs.
• Allows for technology advances to be incorporated in
an existing product without a major redesign.
• Consideration for evolution is most important in
product chunks that are undergoing rapid
technological change.
• Consideration for evolution is also especially
important in product areas with a “fashion” function.
bad DFPE?
•
•
•
•
Bug Fixes
Strength and durability improvements
Bandaids for customer dissatisfaction
Late Changes
These are examples of not accounting for
product evolution. When a design lacks
flexibility and band aids are needed to
correct unforeseen use, bad DFPE is
present
DFPE Example
Seat Motors as DFPE
• Power seats are driven by DC motors that
deliver torque via cables, lead screws or gears.
Typical operating voltage is 12~14V DC.
• Average weight of a DC motor on a seat is 400
grams. There are a minimum of 4 motors per 8way seat (Fore/Aft, Up/Down, Tilt, Recline)
• Implemented when Fuel Economy and Weight
were secondary to comfort as a customer need.
Example: Seat Motors
• As the price of gasoline increases, there is a need to
reduce weight and maintain fuel economy while not
compromising performance
• Seat team was tasked to eliminate 2.5 kg of weight
while improving seat track performance.
• Team identified critical areas that could benefit from
a “diet” while not compromising the performance.
• Traditional motors employ ferrite magnets which
usually generate a field of 0.7~1.0 Teslas
• Team switched to Motors made from Rare Earth
magnets (which produce 1.4 Teslas on average)
Example: Seat Motors
• Changing the magnets reduced the footprint
of the motor and eliminated 150 grams of
weight, since a smaller magnet could be used.
• As a result, the amount of copper windings
used also decreased, while a higher torque
was achieved.
• In all by changing the magnets (and the
motors) the team was able to eliminate almost
1.0 Kg of weight and decreased the cost by
$0.40 per motor.
Example: Seat Motors
• The foresight of the seat motor team allowed later
teams to come in and improve the design to fit the
changing needs of the market.
• Weight and material reduction for Fuel Economy
or cost saves are common areas for DFPE
consideration.
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE to your life
• Technology Roadmapping
• Case Studies
• Discussion
• References
Why DFPE?
• Extends product life cycle.
• Reduces program life cycle cost.
• Enables low cost future product feature
enhancements.
• Helps to achieve commonality across
product lines.
• Enables quick response to ever changing
market demand.
DFPE in Industry
• Common Examples
–
–
–
Phone/Tablet Software
• OS Updates
• Applications
Automotive
• Incremental Vehicle refreshing
Restaurants/Food
• Menu Variation
• Dining rooms designed to accommodate
different styles over time
Why you care?
• No planning for future updates =
paying more later on.
• Avoid closed-end type designs.
• Customers prefer small-step product
evolution.
• Change is necessary to maintain
competitive position.
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE
•
•
•
•
Technology Roadmapping
Case Studies
Discussion
References
Applying DFPE
• No planning for future updates = paying
more later on.
• Avoid closed-end type designs.
• Customers prefer small-step product
evolution.
• Change is necessary to maintain
competitive position.
Applying DFPE
• Modularity facilitates design evolution.
• Design team must have a vision for the future.
• Design team has to have knowledge of future trends
in technology, as well as in industrial design.
• Develop a flexible platform on which incremental
developments can be built off of.
• Market research, prototyping, and testing lengthen
the product development process.
– Therefore, need to review test requirements and determine if
–
tests can be eliminated to avoid duplicate platform testing.
Important to review system interfaces to ensure that changing
components do not affect the overall system.
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE
• Technology Roadmapping
• Case Studies
• Discussion
• References
Background – Need for Product
Evolution
•One of the main goals of new product planning is to
determine short-term and long-term product strategies
•Short-term: what “ready for market” technologies can be
implemented with our product to meet customer needs?
•Long-term: what technologies will be “ready for market” in the
future to meet evolving customer needs?
Background – Need for Product
Evolution
•To stay innovative, companies must develop products
that follow evolution in the following areas:
•Evolution of the market
•How are customer/society needs changing and what will they be in the
future?
•Evolution of Technology
•What key developments are necessary to develop products to meet future
customer needs?
•Evolution of Business
•How will competitors improve and develop?
•What will our new product need to do to be competitive?
Definitions
•For this discussion of Technology Roadmapping, the
following definitions will be used
•Product
•Technical system composed of a number of components that deliver
specific functionality
•Technology
•Any process that enables achieving this functionality
•The key to remember is that for any given functionality,
there may be several different enabling technologies
Major Factors Driving Product
Evolution
•Technology Push
•Development of new technology and products based on scientific
research
•Market Pull
•New products and technology developed to meet specific and
existing customer needs
•In either scenario, you need to know what technology
can be used to improve existing products or develop
new ones
•This can be accomplished via Technology
Roadmapping (TRM)
Technology Roadmapping
(TRM)
•What is it?
•TRM is a methodology to introduce connections between market
needs/trends with existing (and emerging) technology for a specific
industry sector
•TRM explores and communicates a strategic product plan through
a graphical framework
•This framework is a time-based chart that visually links market,
product and technology needs and information together
•TRM can be used to identify market opportunities and technology
gaps
•Main uses
•Strategic product planning
•Business planning
•Intellectual property creation and protection
TRM
Layers
•Timeline
•Starts at the moment of TRM creation and
extends to desired final year
•Product-Planning TRMs typically cover 1-3 years
(based on current tech)
•Strategic Emerging TRMs cover 7-10 years and focus
on emerging technology
•Business
and Markets
•Shows specific market goals/customer needs
and product objectives
•These goals do not define a specific product but a
general objective
•Products
•Specifies products that will meet business and
market objectives
•Several products can co-exist
•Different products can utilize the same key technology
•Technologies
•Specific key technologies needed to build the
desired products
•Can be existing or emerging technology
Technology
Assessment
•In the 1990s, NASA
developed a rating system to
assess the readiness level of
technology
•For short-term product
planning, only technology in
TRLs 6-9 should be
considered
•It is crucial for new product
development to know and
understand when enabling
technology will reach level 9
TRM Process
•The TRM process can be broken down into 3 phases
•Market Evolution
•Determine the unfulfilled and evolving market requirements and needs
•During this phase, the PD team develops the product vision, identifies
marketing objectives and the time intervals required
•Product Evolution
•Determine what changes are necessary in current products to meet the
market objectives
•Identify what new products can be created during the specified timeframe
•Technology Evolution
•Examine key and critical technologies (existing and emerging) that would
support development of the products from phase 2.
Example TRM
Benefits of TRM
•Provides a graphical framework for integrated product
and technology planning
•Helps establish the monitoring of critical technologies
•Establishes a plan of key activities within a defined
timeframe
•Identifies critical technologies and defines innovation
strategies
•Improves decision making by bringing together critical
issues along different activities
•Helps to reduce short and long term risks
References
Reinders, Angele and et. al. The Power of Design:
Product Innovation in Sustainable Energy. Somerset:
Wiley, 2012.
Course Outline
• What’s DFPE?
• Why DFPE?
• Applying DFPE to your life
• Technology Roadmapping
• Case Studies
• Discussion
• References
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
Case Studies Overview
• Case Studies
– DF Automatic Transmission
Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
DF Transmission Evolution
• Minimum design consideration for future
transmissions updates.
• Drive to meet target specifications.
• Drive to cut cost.
• No common strategy – each transmission has
many unique parts requiring unique
manufacturing process, strategy and
calibration.
DF Transmission Evolution AXOD
• Original AXOD design targeted for maximum
2.8L normally aspirated engine application.
• Engine torque truncation is required for
transmission to operate in current
applications with 3.8L or 4.6L engine.
• Demonstrates clever engineering, but a lack
of foresight in terms of product evolution.
DF Transmission Evolution AXOD
• AXOD design considered non-synchronous
shift originally, but the concept was rejected.
• AX4N design upgrade (a non-sync design)
was required to improve shift quality,
durability and torque capacity concerns that
could have been addressed in the initial
AXOD design.
DF Transmission Evolution AXOD
• However, some subsystems exhibit consideration of
future needs.
• Examples:
• Bulkhead connection on E4OD transmission
designed with extra pins for future added
functionality, a lesson learned from previous
designs.
• New Black Oak processor for Powertrain
control is currently faster and more powerful
than required.
• Projections of future software complexity are
considered in the design of calibration tools.
•
•
•
•
•
•
•
3-speed to “5”-speed
Transmission Design
Evolution
C3 -> A4LD -> 5R55.
3 to 4 speed - added O/D gear set.
4-speed closed architecture.
A 5-speed is really 4-speed with 2nd gear OD.
Same gear span for 4 and 5-speed.
Minimum fuel benefit.
Marketing catch?
A4LD and 5R Same Transmission
Architecture Gear Span
A4LDE 4-speed
5R55E 5-speed
1
2.47
2.47
2
1.47
1.86
3
1.00
1.47
4
0.75
1.00
5
R
Gear Span
0.75
2.11
2.11
3.29
3.29
4R and 6R Same Transmission
Architecture Gear Span
Gear
4R100
6R110
1
2.71
3.09
2
1.54
2.2
3
1.0
1.54
4
0.71
1.096
5
1.0
6
.71
R
2.18
2.88
Gear Span
3.82
4.34
ZF Good Design Practice For Future
Updates
From 5 to 6 speeds
with open type
architecture enables adding
additional gears
without major
transmission tear
up and offers
opportunity to
reuse majority of
components.
ZF 5 and 6-speed
Transmissions
Gear
5HP 5-speed
1
3.55
2
2.23
2.34
3
1.56
1.52
4
1.0
1.14
5
0.79
0.87
6
6HP/6R 6speed
4.17
0.69
R
3.78
3.4
Gear Span
4.49
6.035
Good Design Practice For
Future Updates Example
Extra space left for
future torque
converter changes
(K-factor, stall
speed, input
torque); possibility
to increase the
pump output and
input shaft
diameter for higher
torque applications.
Transmission Case With Transfer
Case Casting Attachments
This
transmission is
used in both 2
and 4- wheel
drive
applications
using the same
transmission
case.
Transmission Case W/O Transfer
Case Casting Attachments
Automatic Transmission Evolution
as DFPE
• Leave space for both axial and radial torque
converter updates.
• Leave space for converter damper/isolator
updates.
• Leave space for pump capacity updates.
• Allow for clutches, shafts, and bearings updates.
• Make provisions for easy 4x4 transfer case
attachments.
• Design for “open” type architecture.
Automatic Transmission
Evolution as DFPE
• Adding gears to current transmissions nearly
impossible (“closed” type architecture).
• Difficult to update for higher torque capacity and
higher speeds (shafts, clutches, pump) w/o
complete transmission tear up.
• ZF open type transmission architecture allows for
more updates with less changes to current parts.
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
Automobile Safety
Overview
• The innovative use of materials plays a
significant role in making automobiles safer.
• New materials are applied mainly to the
interior.
• The focal point are airbags and inflatable side
curtains – there are more of them, deploying
at variable speeds, and staying inflated
longer.
Automobile Safety
Opportunities
• Airbags coated with the special sealant compound
that forces air to escape through pinholes in the fabric
instead of the seams; airbags inflation time increased
up to 7 sec.
• New resins used for I/P and door panels to prevent
material disintegration when airbags are deployed.
• Long-Glass Fiber Polypropylene material made by
JCI ensures that once the hidden airbag deploys there
won’t be parts breaking off from the I/P and flying
toward the occupants.
• Visteon Laminate Injection Molding (VLIM) material
is able simultaneously create hard and soft surface
through one injection molding of I/P.
Automobile Safety
Opportunities
• Floor
Use of “sandwiform” composite material – consists of
honeycombed cellular core placed between two
thermoplastic skins reinforced with glass; material is light,
strong, can be recycled, and is easy to manufacture.
• Bodyshell
“Betaform” Structural Foam material is made with a waterblown polyurethane; fills closed body cavities such as
rails, pillars, and rocker panels; improves body stiffness
and increases safety by improving the load transfer path
during a crash.
Automobile Safety
Opportunities
• Door Panel
Eco-Cor material by JCI is a 50-50 blend of natural
and polypropylene fibers which is cheaper, lighter,
has improved acoustics, and is stronger compared to
conventional steel panels.
• B-Pillar
Sequal 2321 material is an impact resistant material
that does not splinter when the side airbag deploys
during a collision; this material is used on both covers
for the B-pillar to simplify the manufacturing process.
Automobile Safety
Opportunities
• Ride and Handling
“Vibracoustic Microcellular Urethane” – more
pliable form of rubber that reduces noise,
vibration, and harshness; the material is used
to integrate body mounts and jounce bumpers
(the jounce bumpers reduce the impact
harshness of moderate to large impact event
such as driving through potholes); the system
provides more consistent ride over a variety
of road inputs.
Automobile Safety as DFPE
• Technologies and regulations for automotive
safety are constantly changing
• Major redesigns and design tearups to
accommodate these changes is costly and
difficult
• Therefore DFPE is quintessential to ensuring
automotive safety is continually implemented
at the highest level in vehicle design
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
DF Alternator Evolution
• The alternator has a
modular assembly
with defined
components: rotor,
stator/rectifier,
voltage regulator,
front housing, rear
housing and pulley.
Modularity
facilitates Product
Evolution.
DF Alternator Evolution
• These components can easily evolve with the
broadening of technology. Special attention
must be paid to the architecture and
engineering of the system to ensure
compatibility.
DF Alternator Evolution
• The rotor produces
the magnetic field
that supplies
voltage. There are
five distinct parts:
slip ring, rotor shaft,
rotor assembly,
rotor coil assembly
and rotor halves.
DF Alternator Evolution
• All of the parts in the rotor can be optimized,
individually if needed, as innovations become
available in the marketplace (ex. stronger shafts,
more conductive wire coils and slip rings, etc).
DF Alternator Evolution
• The fan blades can
be redesigned to
improve air
circulation in the
interior of the
alternator to keep it
cool.
DF Alternator Evolution
• The stator produces
the alternator’s
output. Product
evolution could
involve changes in
stator to alleviate
inaccuracies in
construction which
can cause variability
in performance.
DF Alternator Evolution
• The voltage regulator
controls alternator output.
• Modularity of the design of
this component allows
redesign to be done without
affecting the rest of the unit.
• Benefits included recent use
of smart charge, battery
management system, LIN
network and fuel economy
benefits.
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
DF Die Casting Evolution
• In die casting, dies are
made so they can be
upgraded or changed to
make a different detail
on a casting or a totally
new part.
• Instead of purchasing a
complete new die the
inserts can be altered or
replaced.
DF Die Casting Evolution
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
DF Computer Evolution
• Due to the high rate of product innovation in
the consumer PC markets, design for product
evolution is imperative.
• Modular designs are the norm for personal
desktop computers.
• Even laptops exhibit modularity within their
restrictive size, weight and power
consumption constraints.
DF Computer Evolution
Standard slots for
CD
and disk drives
allow
upgrades without a
complete redesign.
DF Computer Evolution
Industry standard pin outs
on peripheral connections
facilitate easy evolution
and capability upgrades,
inside and outside of the
machine.
DF Computer Evolution
Memory Expansion slots
allow upgrades in
capability
without complete system
changes.
DF Computer Evolution
• Memory has come a long way, since the
advent of the personal computer
• Before computers in 1834, Charles
Babbage creates “read-only memory” in
the form of punch cards
• 1936 Konrad Zuse applies for a patent
for mechanical memory for his
computer
DF Computer Evolution
• Other forms of computer memory include
– Drum memory
– Capacitors
– Magnetic core memory
– Random access coincident current magnetic
storage
– Matrix core memory
– Semiconductor chip
– DRAM (Dynamic Ram)
– EROM (Erasable Read Only Memory)
– RAM (Random Access Memory)
Design for Computer Evolution
•Upon powering up the computer loads data from ROM
•Applications like Microsoft Word use RAM
•RAM is the computer’s temporary memory
•The Hard Drive is the computer’s permanent memory
•Solid State Drive or flash memory SSD is replacing hard disc.
•Cloud Storage is replacing the memory on the on device storage.
DF Computer Evolution
• Modularity has become a necessary attribute
for participation in the PC market because of
the rapid rate of product evolution.
• Modularity must be supported by the
underlying electrical and software operating
system architecture.
• “Plug and Play” has been an industry
objective since the introduction of the
Pentium chip.
DF Computer Evolution
• Modularity is recommended but not wholly
supported by at least one of the most popular
computer manufacturers
• Dell Dimension power supply is not
interchangeable with standard power supply
• Pin configuration of Dell Dimension is
proprietary to Dell
• Using a standard “off the shelf” power supply
could result in damage to motherboard
DF Computer Evolution
•
According to Wikipedia “The most common
computer power supplies are built to conform
with the ATX Form Factor. The most recent
specification of the ATX standard is version
2.2, released in 2004. This enables different
power supplies to be interchangeable with
different components inside the computer.”
DF Computer Evolution
Dell Dimension 4600 Power Supplies
•The wires have been switched from one
location to another
•The number of wires for a given voltage
has been changed
•Newer Dell Models have addressed this
issue
DF Computer Evolution
•Many newer forms of storage make computer data management quicker, more
affordable, and easily accessible to the average user
•Data Transfer rates are ever increasing
Data
Transfer
&
Storage
DF Computer Evolution
References
http://en.wikipedia.org/wiki/Computer_power_supply
http://courses.cs.vt.edu/~cs1104/VirtualMachines/computer-memorypyramid.gif
http://en.wikipedia.org/wiki/Computer_power_supply
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
Design for Machine Tool
Evolution
• Consideration for Design Evolution in
machine tools usually means easy retrofit to
add components for additional functions.
• Additional hydraulic and pneumatic control
components are often necessary for added
functions.
• Higher performance components are not
normally substituted as is done on PC’s.
Design for Machine Tool
Evolution
Machine Tool control
design always provides
spare space and wiring
for added functionality.
Design for Machine Tool
Evolution
These pneumatic solenoids are
plugged onto a manifold that
provides both control signals
and air pressure. Porting is
to the right side. Note the
closure plates for unused
positions.
Design for Machine Tool
Evolution
Some Design evolutions lead to improved (read: less expensive)
manufacturing methods, i.e. plastic hose vs. formed steel tubing.
Case Studies Overview
• Case Studies
– DF Automatic Transmission Evolution
– DF Automotive Safety
– DF Alternator Evolution
– DF Die casting Evolution
– DF Computer Evolution
– DF Machine Tool Evolution
– DF Vehicle Freshening Evolution
Design For Vehicle Freshening
Evolution
•
• Develop all radios to fit within the same
package. When technology progresses, we
have the ability to adapt it into the radios.
Making faceplates separate from the radio
itself allows for evolution of IP design.
• The message center on the instrument cluster
can be reconfigured to work with new
information or technology.
Design For Vehicle Freshening
Evolution
Example of IP Clustering to show White-lighting and Message Center
Design For Vehicle Freshening
Evolution
Example of Common radio packaging with integrated technology: In-Dash CD Changer,
Navigation System, RDS features. Recent updates are sync and electronic finish panels that have
lost the common package brick radio .
Design For Vehicle Freshening
Evolution
Example of Radio packaging with common control module and
different face plates
Design For Vehicle Freshening
Evolution
• Door and seat bolsters are designed so that
fabrics can be changed.
• Buttons, switches and knobs use the same
housing bodies, so we can change the visible
"caps" to freshen the appearance (maybe just
with laser etching).
• Eliminate locator holes on exterior badging,
so that the vehicle can be freshened by
relocating the badges without having to
change the metal stamping dies.
Design For Vehicle Freshening
Evolution
Common seat frames and cushions
example
Design For Vehicle Freshening
Evolution
Example of seat freshening with integrated headrest
Design For Vehicle Freshening
Evolution
Example of seat freshening with head rest separate
Design For Vehicle Freshening
Evolution
Example of common housing body for freshening
Design For Vehicle Freshening
Evolution
Examples of switch freshening using common housing
Design For Vehicle Freshening
Evolution
Example of old badging tooling
holes
Design For Vehicle Freshening
Evolution
Example of freshening without tooling holes