lean innovation:

the enterprise benefit of

Industrial-Design in NX

Gus Desbarats chairman: alloy Paris, October 2008

enterprise benefits of ID in NX

barriers to progress

background on the alloy

agenda:

more

customer-perceived benefits

The lean innovation challenge

less

development cost

& time to market

alloy: converting user insight into better innovation plans -

globally

alloy: user led goals for innovation

inspired by customer experience analysis

first sight point of sale first use routine use extreme use disposal

2

hardware

software interfaces

strategy

technical / interactive / complex

alloy: experience platform design

alloy: downstream risk reduction

constraint anticipation

tight specifications

re-usable data

implementation support

alloy: delivering results that move companies

alloy: result across manufacturing & services, small to big, B2C

& B2B

18 highly trained 3D industrial-designers –

in NX since 1996

many many

hundred ID / engineering handovers

many circumstances:

internal

with local clients

with global clients

with client side engineers

with 3rd

party engineers / manufacturers

possibly the world’s most experienced NX Industrial-Design team

ID development

gate 3

ID options

gate 2 Sign off

shape re-creation

Gate 4

product architecture

gate 1

ID / Mech-E : old 3D tools / old way = lots of known problems

strategy engineering

internals

lack of customer input

factory led over-caution

unnecessary constraints

duplication of effort

loss of customer influence

damaging compromises

meaningless innovation

accidental risk taking

interdisciplinary conflict

Surface / Solids time consuming

unreliable, 1 way,

= ID team = Mech

E team key:

‘classic ID’

enterprise benefits of ID in NX

barriers to progress

background on the alloy

agenda:

ID development

gate 3

ID options

gate 2 Sign off

shape re-creation

Gate 4

product architecture

gate 1

ID / Mech-E: new tools / old way = much better (but still not optimal)

strategy ‘classic ID’ engineering

internals

Inherited history hard to re-use

Faster assembly rebuild…

still a risk of interpretation errors

Solids / Solids faster

more reliable

still 1-

time 1-way

saving

= ID team = Mech

E team key:

inherited history

600 features on a phone

a challenge…

will synchronous save the day?

sort of..

form skills gap

splines

& curve analysis

core to ID

but not for everyone…

In house rapid prototyping

3D printing

Surface quality loss

Green = alloy data

Red = mech

e data

Even in NX..

ID solid Shells built around smart internal assumptions

shells are tapered, agreed wall thickness etc..

ID retains control over visible exterior changes

mech-e

re-uses ID data in the assembly

mech-e

add internals / flanges etc..

mech-e

free to make small adjustments

NX + the alloy process: new tools / new way

ID development

gate 3

ID options

gate 2 Sign offGate 4

product architecture

gate 1

new tools + new way = lean innovation breakthrough

strategy ‘classic ID’ engineering

internals

BIG SAVINGsaving

= ID team = Mech

E team key:

quality gain

new tools + new way: proven across a broad range of applications

E2V Argus 3

A-Z in-house benchmark

ID sign-off: visual = ad shot, data = tooling pattern

repeated hundreds of times in NX over 12 years

origins: BT Plc Design Led innovation / challenging supply chain

early decisions are better informed

enterprise benefits of ID in NX:

BT Stratus: photos @ start + 4wks –

accelerated refinement

3D concept options –

handset refinement

3D concept options –

clearer visuals sell the more radical idea

3D concept options –

more radical bases, show lighting idea

3D concept options NX = PCB area already calculated

radical form-factor innovation is safer

enterprise benefits of ID in NX:

chosen concept: innovative base construction

Stratus: early visual of the construction

BT Hub 2

iconic arc..

BT Hub 2: first pass 3D

concept selected via market research

most ‘iconic’

“but the arc is too timid”

BT Hub 2: final ID

NX package, sets hard, but achievable challenges

BT Hub 2

final 3D for sign off

more pronounced, still achievable, arc

faster, safer, assembly coordination

enterprise benefits of ID in NX:

Hub2 wave data

cradle & handset link

linked body highlighted in the feature tree

A HUGE

reduction in follow-on mechanical-engineering effort

enterprise benefits of ID in NX:

Stratus

grey = alloy

red = cct

additions

Hub 2

grey = alloy

red = Thomson additions

customer experience focus retained to the end, without efficiency loss

enterprise benefits of ID in NX:

3D detail sharing: efficient inter team dialogue

BIG

time & money savings from fast & flexible concurrent working

enterprise benefits of ID in NX:

ID externals + ME internals

gate 3

ID options

gate 2 Sign offGate 4gate 1

strategy ‘classic ID’ engineering

Time saving from re-use

product architecture

ID / Mech-E: new tools + new way = true concurrent working

= ID team = Mech

E team key:

Time saving from concurrent work

HP

concurrent & compact & global

Qstik

compactness & “in ear”

audio collaboration

huge

commercial gains from “cross project”

IP re-use

enterprise benefits of ID in NX:

ID development

gate 3

ID options

gate 2 Sign offGate 4gate 1

strategy ‘classic ID’ engineering

internals

savingsaving

product architecture

ID / Mech-E: new tools + new way = faster cheaper via IP re-use

saving

= ID team = Mech

E team key:

saving

pan-euro ID strategy

common electronics platform

different outer shells

concurrent ID linked in Wave

suncorp

AEG TopcomAlcatelFrance TelecomContinental EdisonBelgacomKPN FujitsuPortugese

TelecomMasterTelecom Italia AudiolineSwitelAstecHomelineTeleDanmark

award winning pan-European success

suncorp

GV Thomson Rack products

the “before”

shot

GV Thomson Rack products

the “after”

shot

GV Thomson Rack products

re-used 3D blank

(mirrors common tool)

GV Thomson Indigo - before

retrofit to complex platforms

GV Thomson Indigo - after

internals imported from NX

GV Thomson Indigo - after

new body, same electronics

(cheaper tooling as well..)

new options open up..

enterprise benefits of ID in NX:

Hub 2: dual sourced products!

grey = alloy data

turquoise = siemens

data

green = Thomson data

enterprise benefits of ID in NX

barriers to progress

background on the alloy

agenda:

the fix: NX synchronous technology

barriers:

the need for mech-E to fine tune fits and own legacy data

NX Synchronous:

ideal for panel fits..

tooling concessions..

legacy

etc..

the fix: ID training -

pilot projects -

& the growing weight of case studies!

barriers:

entrenched attitudes in both Industrial-Design and Mechanical-Engineering

alloy: designers trained to be different

to be leaders, empowered by NX

customer led:

in depth user research

role play

trends

commercially smart

business objectives

brand strategy

supply chain capability

technology aware

impact awareness

competitor benchmarking

technology trends

alloy: experience of new process introductions

more customer focus / lower risk innovation / faster TTM / less cost

lean innovation

to get the most from the best (NX), keep an open mind on ID process

gus@thealloy.com