DESIGN FOR LOGISTICS Steve Harper OCTOBER 2008Page 1

STEVE HARPERpresents

DESIGN for LOGISTICSCreating new Concepts for a Global Market

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SHADO is the acronym of the Company’s name ”Steve Harper Art & Design Organisation”.

SHADO was first established in 1986, originally operating in Germany, Austria and the UK.At that time, primarily involved in Transport and Product Design, but also working in Film & TV Storyboard Design and Editing.

SHADO became a Limited Company in 1993. As a Design Consultancy, based in the UK, the essence of the company was to provide a comprehensive range of Artistic and Design skills throughout the World.

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Steve Harper is a graduate of the Royal College of Art, London, in Automotive Design. He also is a qualified Automotive Engineer and has 30 years experience of working for all the major automotive manufacturers.He has experience of working in many parts of the world including throughout Europe, plus, Sweden, US, Thailand, Brazil, Indonesia and China. Defined as a ”Futurist Visionary”, he has also steered his own Design Consultancy SHADO to become a well respected company, which has been responsible for many exciting new concepts, as well as creating the practical solutions to achieve those concepts. ”Concept to Reality”

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VOLVO CARS DESIGN STUDIO – GÖTEBORG (2000 – 2008)As the Platform Chief Designer for all of the Current & Niche Vehicles within VOLVO PVS Design, Steve’s responsibility was to ensure the ’Red Thread’ of consistent VOLVO Strategic Design Language was maintained, throughout all of the Projects under his guidance.

The Chief Designer for Current Vehicles works within the Design Studio, alongside counterparts on the Exterior & Interior, Strategic Design and Colour, Graphics & Trim Departments. Together, under the guidance of the Design Director, to create a Harmony of VOLVO Brand Design.

Steve’s ’portfolio’ of projects over those 8.5 years, included all Model Year changes, for both Exterior & Interior design, on the Current range of VOLVO Cars Products, plus, developments of new Niche products, and the Design responsibility for all of the Accessory products on those programs.

Furthermore, those Project responsibilities, also included the Press Launches, Promotion and Motor Show presentations of all of those Projects, which currently list: The 2003 update of the S80. The S60 'R '& V70 ’R’ models. The 2005 MY updates on the S60, V70 & XC70, and the completed design of the 2006 XC90 & S60 models.

More recently, the role had been to oversee the planning, design and launch of the 2007 programs, for the S40 & V50, and furthermore plan and design further car Projects for 2009 - 2011 and onwards.

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GRINNALL–BMW TRIKE

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ASHOK LEYLAND CAB for India

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But how can a Designer help to solve a problem of logistics?….

… well the inspiration came from an old Chinese man who crossed my path one day, as I walked up towards the Great Wall ……

There is often a far better way of doing something, even the simplest of tasks, which may have been never questioned before …… and as we move into more stringent times, maybe now is the time to ask those most difficult questions …..

…… and the message was simple. We have 2 ears, 2 eyes, a large brain, but only one mouth.Hence we have twice the capacity to listen, and keep listening. To look and evaluate, then a huge capacity to analyse this information, before finally speaking.

The other important skill you need to ‘rediscover’, is one that as we grow into adulthood, we forget.A child will always ask ‘Why?’, which often is too difficult for us to bother to answer.

But ‘Why?’ is a question you need to keep asking ….. ……. and then look deeper, listen & analyse those answers.

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20 years ago I designed this particular Flight Simulator. This is a $20 million training device which perfectly mimics a real aircraft, and so enables flight crew to be trained or upgraded to fly the real thing without any risk to the public or themselves

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PRE CONCEPT 90

CONCEPT 90

SIMULATOR BUILD PROGRAM SEQUENCE MILESTONES

FabricateAircraftUnique

Base-frame

Fit UniqueElectricalsystem

Fit UniqueVisualsystem

FabricateUniqueExterior

&Interior

panelling

FinalAssembly

TestAPPROVE

&Commission

Strip downDemount

AssembliesShip

Rebuildat

CustomersFacility

CustomerSign Off

&Final

Payment

CNC&

WeldCommon

Frame

Fit UniqueElectrical system

Produce CommonVisual system

Manufacture CommonExterior &

Interior panelling

FinalAssembly

TestAPPROVE

&Commission

Strip downDemount

AssembliesShip

Rebuildat

CustomersFacility

CustomerSign Off

&Final

Payment

Concept 90 resulted in a reduction of several months from Time of Order, to delivery.But more significantly reduced the Manufacturing complexities at the Plant, allowing some Stock built parts to be Outsourced, and held prior to the receipt of a Customer’s Order.

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Once it had been ’flown’ and approved, it then had to be taken apart again, to be shipped to the Customer’s Training facility. Where ever in the World that was .....

Even though we had simplified and commonised many of the individually hand crafted parts, and systemised the build sequence, before the Customer could finally approve the Craft ..

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and that was a very large problem.

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CONCEPT 90 was launched 18 years ago, and a lot has happened since then……

and the competition has caught up……

So, now it was time to take another bold step forward again……

BUT .... the Customers are now even more demanding. They now want it:

BETTER

CHEAPER

HIGHER QUALITY

& THEY WANT IT YESTERDAY !!!

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PRE CONCEPT 90

CONCEPT 90

PROGRAM SEQUENCE MILESTONES

FabricateAircraftUnique

Base-frame

Fit UniqueElectricalsystem

Fit UniqueVisualsystem

FabricateUniqueExterior

&Interior

panelling

FinalAssembly

TestAPPROVE

&Commission

Strip downDemount

AssembliesShip

Rebuildat

CustomersFacility

CustomerSign Off

&Final

Payment

CNC&

WeldCommon

Frame

Fit UniqueElectrical system

Produce CommonVisual system

Manufacture CommonExterior &

Interior panelling

FinalAssembly

TestAPPROVE

&Commission

Strip downDemount

AssembliesShip

Rebuildat

CustomersFacility

CustomerSign Off

&Final

Payment

DESIGN for LOGISTICS

Containerbased

Shippingto the

CustomersFacility

Assemble&

Commissionat the

CustomersFacility

CustomerSign Off

&Final

Payment

ManufactureCommon

Frame&

Subframes

Fit out Aft Cabin &Electrical system

Produce CommonVisual system

Manufacture CommonExterior &

Interior panelling

Test Pre-Assemblies

So this time we questioned the ’back end’ of the process, to see if that could be improved.The result was impressive ....

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IT’S NOT QUITE “YESTERDAY” ……. But it’s PFQ

It also meant that the Factory space could be reduced significantly

... and the Customer did not have to spare their most experienced technical & overloaded flight staff to go to Commission the Simulator prior to delivery.....

BETTER : by utilising suppliers with best practices and high tech capabilities, the product is lighter, more responsive and able to be interchangeable for different training and aircraft types

CHEAPER : Reduced Lead Times, no need for assembly and reassembly costs, simpler shipping times and costs, etc etc

HIGHER QUALITY : best use of modern materials and manufacturing methods, pre tested sub assemblies prior to Build, Improved Training enviroment and simpler maintenance requirements

but it presented the Design Team with a considerable number of new challenges…

Thinking ‘Outside the Box’ …. To fit into a Box…

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THE VISION

…..HOW TO CAPTURE THAT

ENERGY

FLYING WITHOUT

LEAVING THE GROUND

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…..THE STUDY OF THE MOVEMENT OF

FLIGHT

…..THE POWER, SPEED & AGILITY OF

FLIGHT

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or, inspired by Sci – Fi, where characters are defined by their form and their ’Constructed Design’

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INSPIRATIONS ….

… and Creative thinking

TO CREATE AN OBJECT OF GREAT BEAUTY, FUNCTIONALITY & UNIQUE PRACTICALITY

…… the Design evolved

….. using bold character feature lines, which give the craft character and also work within the needs of the maximum panel sizes for container shipping.

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STEVE HARPER DESIGN DIRECTOR

S.H.A.D.O. Ltd

…. or is it just the beginning? DESIGN for LOGISTICSCreating new Concepts for a Global Market

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