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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