MPD 575 Design For Customization

MPD 575Design For Customization

MPD 575

Jonathan Weaver

Development History

Developed by Cohort 2 team:• Matthew Holl• Vinicius Jesus• Tony Lockwood• Steve Lutowsky• Additional edits by Joe Torres, Mac Lunn

Design for CustomizationDFC

• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References

Introduction to Customization

Consumers that wish to distinguish themselves may purchase accessories for various personal items such as their personal computers, vehicles, homes, etc.

The design of these items greatly affects the user’s ability to customize them to their preference.


For example, vintage PC’s required the user to manually install software drivers and alter BIOS settings when installing different hard drives, video cards, etc.


This was very confusing for the common consumer, and greatly limited any customization a consumer would want to make to their computer.


The principles, heuristics and process outlined in this lecture will illustrate how a product such as a PC can be designed for easier customization by the common consumer.


Benefits:• Customers will find a product more

attractive if customizable• Accessories may be sold separately to

increase revenue• On average, customer satisfaction will

increase


Stakeholders:• OEM – degree of customization influences

sales and customer satisfaction• Manufacturing/Assembly Plants – will be

affected by the design of the product• Supply Chain – will need to inventory and

merchandise the product and accessories• End user of the product – will purchase or

modify the product


Stakeholders:• Aftermarket suppliers – must design products

that are affordable, attractive, unique, and either maintain or enhance performance of the product

• Dealers/Service Centers – must provide repair and/or maintenance service on the product

Design for Customization


Principles• Identification of opportunities• Simplification of interfaces• Adaptability• Installation/Serviceability• System robustness

Principles• DFC principles are directly related to

the design for serviceability (DFS) principles.

• Also related to design for reuse and reusability.

Identifying Potential Customization Opportunities

• There are trade-offs between customization, cost, appearance, weight, performance, and durability

• Design should capture the need and opportunity for customization. Not all products lend themselves to customization


Methods:• Perform market studies and interview

focus groups to understand how customers customize your product and competitor’s products

• Research current aftermarket product offerings

• Visit group discussion sites, fan/hobby clubs...


Methods cont’d:• Interview aftermarket suppliers to

identify constraints and opportunities for customization in the supply chain

Simplification of Interfaces

• Simple, minimal interfaces between a component or system and its mating components and systems reduces the probability of compromising the system

• Simplifies aftermarket development.• Simplifies installation/modification

process


Methods:• Effective partitioning of the system –

establish system boundaries such that the number and complexity of the interfaces is minimized

• Minimize subsystem interfaces – design functional ‘chunks’ to reduce the number of interfaces


Methods cont’d:• Standardizing interfaces – utilize

commonly used industry interfaces (i.e. use a com port computer interface for a PalmPilot instead of inventing a new interface)

• Re-use interface hard points enabling customers to use catalogued high performance parts (Torsen differential, 9” axle from Ford Racing for example require no to little modifications to retrofit.


Methods cont’d:• Standardizing interfaces – Use of the USB

port on all computers, both low power and high power

• Use of Bluetooth wireless capability for all mobile devices for effective communications between PC and vehicles (Sync, MyTouch™)

• Use of common connectors or standard fasteners

Adaptability

• Allows a system to be modified without compromising or interfering with overall system performance

• Minimizes the need for the system to be reconfigured to accept the modification– or hides the reconfiguration in plug and

play practices not seen by the customer

Adaptability

Methods:• Centralize system control – one control

system for all the interfacing subsystems so that a change in a subsystem can be detected and accounted for (i.e. a computer typically has one microprocessor) – registry on the windows and drivers are

used for this function

Adaptability

Methods cont’d:• Implement the required system

feedback to allow the system to adapt to a modification

Installation/Serviceability

• Customers want to easily personalize their products

• Reducing labor time and the need for special tools reduces the cost and inconvenience to the customer

Installation/ServiceabilityMethods:• Reduce customization costs (labor, tools, parts)• Reduce/eliminate potential for damage and injury

during modification• Allow aftermarket access to system requirements and

specifications– Enabled by open source, GPL and shared standards in the

computer industry– Automotive OEM’s do not provide requirements and specifications

of internal systems due to exposure to liability and confidentiality issues. The better approach is to gain insights into aftermarket customizations and design to accommodate them where it makes business sense.

Robustness• Customers do not want the reliability or

performance of the product to be adversely affected following a modification– recovery point and restore functions added

in later OS’s

• System upgrades to ensure durability should not be necessary following ‘common’ customizations

Robustness

Methods:• Include ‘common’ customizations during

system target setting to minimize the negative effects on the durability of the product

• Ensure design validation testing accounts for these system targets



DFC Considerations

• System level interfaces and effects – at what level can a system be customized and not adversely affect other systems?

• System sensitivity to component specifications – a system that requires tight tolerances may increase aftermarket costs, reduce customer satisfaction and component availability

DFC Considerations• Design to established aftermarket standards –

otherwise, aftermarket will take a long time to adapt to new technology– Ford Product Development has a dedicated

organization (Special Vehicle Order) that handles fleet customers and cascades their unique requirements to the functional organizations (police, limousine, utilities, U-haul, conversion van, motorhomes, etc.)

– Use knowledge from Ford groups such as SVT, Ford Racing, SVO for insight regarding customer wants.

• Probability of customization – how many customers will actually perform a modification?

DFC Considerations

• Labor time – how involved is the modification process?

• Cost of customization – an overly integral design can increase the cost of aftermarket parts but reduce installation time and labor costs.

• Safety – will a common modification result in a catastrophic system failure?– Use of a modification guide and practice is used to

prevent issues and guide accepted/designed for modifications; this also reduces liability

DFC Considerations

• Damage – potential for damaging nearby components during the modification process

• Tools – are special tools required for customization?

• Legal – is the customization of the product legal, will it violate any state or federal mandates or specifications?

DFC Considerations

• Ease of customization – is the customization procedure reasonable (i.e. easily performed by a customer)?

• System robustness to customization – will the modification result in immediate or latent system(s) failure?



DFC Process

1. Identify potential customization opportunities

2. Determine customization strategy3. Include customization strategy in overall

system architecture – boundaries for customization

4. Set design requirements and targets5. Define validation requirements6. Establishing warranty guidelines

DFC Process

Identifying potential customization opportunities may be accomplished multiple ways:

• Customer surveys• User focus groups• Competitive analysis• Aftermarket analysis

DFC Process• The architecting team selects potential

systems and subsystems that will support various level of customization based on Marketing research

• The Product Development team will take these needs into consideration for the overall system architecture

• Example: Mustang V8 customers want to be able to easily add a rear axle cooler for “weekend” racing

DFC ProcessSetting design requirements/targets:• Customization must be considered during

the target setting phase of the product development process

• Evaluate the effects of each customizable option on each subsystem and the total system

• Example: Threaded holes and plugs are added on rear axle cover to accommodate cooler pipe for production Shelby models. Cover is made available on Ford Racing catalog so that V8 or V6 customers can also easily retrofit an axle cooler on their cars. This is also adds revenue for Ford.

DFC Process

Setting design requirements/targets:• Perform trade-off analysis between

customization, cost, weight, packaging and performance

• The detail design and validation phases must then ensure a system robust to customization

DFC Process

Optimizing system adaptability:• Centralize system control and/or design

an open architecture– Some recently successful electronic

products (Android and Linux) have done this

• Minimize a sub-system’s dependence on the overall system’s performance

DFC Process

Optimizing system adaptability:• These should be done when

establishing the overall system architecture in the system-level design phase of the product development process (PDP)

DFC ProcessStandardizing interfaces:• During system-level design, partition the

system so that standard interfaces can be utilized

• Design the interfaces using industry standards or catalogued items (if they exist)

• Otherwise, utilize an open architecture that is easily adaptable by the industry

DFC Process

Establishing service guidelines:• To avoid confusion and apprehension at

service centers or dealerships, guidelines must be established to decide when to cover failures under warranty

DFC Process

Establishing service guidelines cont’d:• In addition, the service centers should

be educated about the various forms of customization performed by customers, and how they affect the product’s performance

DFC Process

Establishing service guidelines cont’d:• Include acceptable forms of

customization in the warranty section of the owner’s manual

• Provide dealership training



Heuristics

• Minimize interfaces on a customizable component/system

• Avoid one-way only customization (can go back to baseline if necessary)

• Centralize system control to maximize system adaptability

• Re-use high end or high performance OEM components for the aftermarket

Heuristics

• Customization requirements must be included in the target setting phase of the product development process

• A modular architecture is more conducive to customization than an integral architecture– this may conflict with DFA, DFM, cost, and

quality, but it’s better for this DFC• Minimize a sub-system’s dependence

on the overall system’s performance



Types of Customization

• Cosmetic• Comfort• Sound• Scent• Visual• Safety/Security• Performance• Convenience


Cosmetic Customization:• Modifications that change or

enhance a product’s appearance to better suit the user’s preference


Automotive example of Cosmetic Customization: automobile body kit

Before After


Principles applied:• Installation/serviceability: design

for modular and easily removable body panels

• System Robustness: include risk of reduced air flow in potential failure mode analysis during system design


Automotive Example ofCosmetic Customization: Rear Spoiler

Before After


Principles applied:• Identification of opportunities: Opportunity to

provide a customer delight, while utilizing real estate within the plant

• Installation/serviceability: design for easy installation outside of plant but still required to pass vehicle operations inspection and requirements


Installation/serviceability: Method - Reduce customization costs (labor, tools, parts) • Workers in this modification center are non

union workers• Trained specifically for the task of installing

the spoiler• The spoiler is installed after the van leaves

the plant, but before it arrives to dealership.

Types of CustomizationInstallation/serviceability: Method - Reduce customization costs (labor, tools, parts) Cont.• A simple, inexpensive gauge is used to check

a fit requirement

Requirement Met Requirement Not Met


Non-automotive example of Cosmetic Customization: designer water faucet

Before After


Principles applied:• Installation/serviceability: design sink

using industry standard interface for water faucet (i.e. hole sizes / spacing, etc.)

• Identification of opportunities: market studies should reveal which styling accommodates the latest design trends to accommodate future customization


Comfort Customization:• Tactile modifications that enhance

customer touch points• Ergonomic modifications that reduce the

stress associated with using a product


Automotive example of Comfort Customization: new seats

Before After


Principles Applied:• Installation/Serviceability: design

seat mount interface to be easily accessible

• Simplification of Interfaces: design interface to use industry standard fasteners and connectors


Non-automotive example of Comfort Customization: ergonomic computer keyboard

Before After


Principles Applied:• Simplification of Interfaces: design

keyboard-CPU interface to industry standards

• Adaptability: CPU accepts input from different brands and configurations of keyboards without reconfiguration


Sound Customization:• Includes auditory

modifications that influence (either enhance or hide) the sound or sound quality of the product itself or some component of the product


Automotive example of Sound Customization: tuned exhaust system

H-pipe with catalytic converters is separate from mufflers

Mufflers and exhaust tips are easily removable for customization


Principles Applied:• Installation/Serviceability: design the

exhaust system with easily removable mufflers and exhaust tips

• Identification of Opportunities: keep the expensive and emissions-necessary catalytic converters separate from these components to facilitate future customization – This can add cost to the base product - be aware of

possible negative impact


Non-automotive example of Sound Customization: home stereo system

receiver

amplifier

equalizer

cassette deck

Each component

may be replaced

with a different

make/model


Principles Applied:• Simplification of Interfaces: design

system with replaceable components using industry standard interfaces

• Identification of Opportunities: keep packaging consistent with competition and aftermarket


Scent Customization:• Includes scent modifications

that influence (either enhance or hide) the smell of the product itself or some component of the product


Automotive example of Scent Customization: interior scent sprays

Foul odor detected Interior scent spray in use


Principles Applied:• Identification of Opportunities: specify

interior materials that do not emit or absorb any permanent scents to allow for future customization

• System Robustness: specify interior materials that will not be damaged by interior scent sprays


● Visual Customization:● Enhances, heightens, or improves the

users visual effect● Allows the user to see, or be seen

while using the product, such as night vision (infrared, thermal), brighter headlights, etc

Types of CustomizationVisual Customization Automotive example:

replacing standard “fog lamps” with high intensity driving lights

Before After


Principles applied:• Identification of opportunities

- design front fascia openings to accommodate popular aftermarket brands

• Simplification of interfaces - use standard mounting features for stock lights.

• Installation/serviceability - provide extra long wiring


Visual Customization Non-automotive example: prescription

eyewear that allows sunglass lenses to be attached

snaps or magnetic features for clip-

on lenses

Types of CustomizationPrinciples applied:• Identification of opportunities - design

frames with receptacles that allow them to be used with either clip-on or magnetic attachable sunglasses

• Standardizing interfaces - use standard size and shape of frame/lens and clip-on lens interface

Types of CustomizationSafety Customization:• Includes modifications that make the

product safer to use• No direct effect on product performance,

but may be necessary as a result of a performance modification (i.e. drag race car needs a roll cage and/or parachute if performance exceeds a limit)

Types of CustomizationSafety Customization non-automotive

example: Home security system

This home has been pre-wired for a home security system

6/13/2012


Convenience Customization Remote Start example:

Before: Key Start After: Remote Start

Types of CustomizationPrinciples applied:• Identification of

opportunities - design a new house to easily add an alarm system at a later date

• Installation - pre-wiring for alarm sensors


Performance Customization:• Enhances product performance such as

acceleration, deceleration, speed, efficiency, and durability


Performance Customization

Automotive example:• Supercharging an engine is one of

the most common aftermarket modifications


Performance Customization Supercharger example (cont):

Before Aftersupercharger


Principles applied:• Identification of opportunities - design

engine packaging to allow space for a supercharger

• System robustness - design lower end of engine (block, crank, rods, pistons, bearings etc.) to be able to handle a percentage increase in power over advertised numbers


Principles applied (cont):• System robustness: Increase

validation/testing requirements and redesign as needed

• Installation: leave FEAD architecture open to allow blower belt to be added


Principles applied (cont):• Identification of opportunities- design

air inlet tube to allow for blower inlet to be added-(may use modular design as opposed to one solid piece for stock tube)



Non-automotive example:• Add a suspension fork to a

mountain bike



Bike fork example (cont): Standard non -suspension front fork.



Bike fork example (cont):

Aftermarket Suspension fork:

Uses standard frame interface

Uses standard quick release wheel mounting



Bike fork example (cont):Suspension fork added


Principles applied:• Standardization of interfaces -

design bike frame to accept standard fork sizes

• Standardization of interfaces - design wheel attachment for quick release (common among mountain bikers)


The previous slides were examples of products designed for customization


Revisiting the vintage computer example, the first PC’s were not designed well for user friendly customization.


For example, the 1984 Apple Macintosh had an integral CPU, floppy disk drive and monitor

This prevented the user from potentially upgrading any of these components


DFC principles that were not followed:

• Identification of opportunities – they did not anticipate a need for upgrading the monitor, hard drive, or other hardware

• Simplification of interfaces – the computer was not partitioned into functional chunks


DFC principles that were not followed:

• Installation– cannot easily physically upgrade the functional hardware elements

• Adaptability – the computer could not adapt to upgraded or improved hardware


Over time, the computer industry began to apply these principles to the PC, resulting in one of the most customizable consumer products offered today

• the craftsmanship, interfaces, tablet format, and touchscreen have made the non DFA, non HW customizable form factor less relevant, and the customizable desktop market is declining

• SEMA has grown for vehicles and is a possible area to expand this DFX beyond computers http://www.semashow.com/the-sema-show


Separate monitor, CPU and keyboard

Removable CD-ROM drive, floppy drive


• Design for Customization• Introduction to DFC• Key Principles of DFC• DFC Considerations• DFC Process• Heuristics • Types of Customization• Examples• References

References• Mark Rushbrook - Mustang Customization Leader, Ford Motor

Company• Brian Phillips - Mustang Customization Engineer, Ford Motor

Company • UDM MPD Design for Serviceability Lecture Notes• Muscle Mustangs and Fast Fords, December 2001• Tracy Kohler - Experimental Vehicles Technician, Ford Motor

Company• www.mustangworld.com• www.classicdesignconcepts.com• www.corral.net• www.pattosoft.com.au/jason/Articles/HistoryOfComputers/• Ford Freestar, Vehicle Personalization, Ford Motor Company 2003

http://www.mustangworld.com/

http://www.classicdesignconcepts.com/

http://www.corral.net/

http://www.pattosoft.com.au/jason/Articles/HistoryOfComputers/

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MPD 575 Design For Customization