lean innovation:
the enterprise benefit of
Industrial-Design in NX
Gus Desbarats chairman: alloy Paris, October 2008

agenda:
background on the alloy
enterprise benefits of ID in NX
barriers to progress

The lean innovation challenge
more customer-perceived benefits
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
alloy: experience platform design
hardware
software interfaces
strategy
technical / interactive / complex

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

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

ID / Mech-E : old 3D tools / old way = lots of known problems
strategy ‘classic ID’ engineering
product architecture ID options ID development shape re-creation internals
lack of customer input meaningless innovation Surface / Solids duplication of effort
gate 1 gate 2 gate 3 Gate 4 Sign off
factory led over-caution accidental risk taking time consuming loss of customer influence
unnecessary constraints interdisciplinary conflict unreliable, 1 way, damaging compromises
key: = ID team = Mech E team

agenda:
background on the alloy
enterprise benefits of ID in NX
barriers to progress

ID / Mech-E: new tools / old way = much better (but still not optimal)
strategy ‘classic ID’ engineering
product architecture ID options ID development shape re-creation internals
saving
gate 1 gate 2 gate Solids / Solids Inherited history hard to Sign off
3 Gate 4 re-use
faster Faster assembly rebuild…
more reliable still a risk of interpretation errors
still 1- time 1-way
key: = ID team = Mech E team

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…

Surface quality loss
In house rapid prototyping
3D printing
Green = alloy data
Red = mech e data
Even in NX..

NX + the alloy process: new tools / new way
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

new tools + new way = lean innovation breakthrough
strategy ‘classic ID’ engineering
product architecture ID options ID development internals
quality gain
saving BIG SAVING
gate 1 gate 2 gate 3 Gate 4 Sign off
key: = ID team = Mech E team

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

E2V Argus 3
A-Z in-house benchmark

origins: BT Plc Design Led innovation / challenging supply chain
ID sign-off: visual = ad shot, data = tooling pattern
repeated hundreds of times in NX over 12 years

enterprise benefits of ID in NX:
early decisions are better informed

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

enterprise benefits of ID in NX:
radical form-factor innovation is safer

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

enterprise benefits of ID in NX:
faster, safer, assembly coordination

Hub2 wave data
cradle & handset link
linked body highlighted in the
feature tree

enterprise benefits of ID in NX:
A HUGE reduction in follow-on mechanical-engineering effort

Stratus
grey = alloy
red = cct additions

Hub 2
grey = alloy
red = Thomson additions

enterprise benefits of ID in NX:
customer experience focus retained to the end, without efficiency loss

3D detail sharing: efficient inter team dialogue

enterprise benefits of ID in NX:
BIG time & money savings from fast & flexible concurrent working

ID / Mech-E: new tools + new way = true concurrent working
strategy ‘classic ID’ engineering
product architecture ID options ID externals + ME internals
Time saving from concurrent work Time saving from re-use
gate 1 gate 2 gate 3 Gate 4 Sign off
key: = ID team = Mech E team

HP
concurrent & compact & global

Qstik
compactness & “in ear” audio collaboration

enterprise benefits of ID in NX:
huge commercial gains from “cross project” IP re-use

ID / Mech-E: new tools + new way = faster cheaper via IP re-use
strategy ‘classic ID’ engineering
product architecture ID options ID development internals
saving saving
saving saving
gate 1 gate 2 gate 3 Gate 4 Sign off
key: = ID team = Mech E team

suncorp
pan-euro ID strategy
common electronics platform
different outer shells
concurrent ID linked in Wave

suncorp
award winning pan-European success
AEG
Topcom
Alcatel
France Telecom
Continental
Edison
Belgacom
KPN
Fujitsu
Portugese
Telecom
Master
Telecom Italia
Audioline
Switel
Astec
Homeline
TeleDanmark

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..)

enterprise benefits of ID in NX:
new options open up..

Hub 2: dual sourced products!
grey = alloy data
turquoise = siemens data
green = Thomson data

agenda:
background on the alloy
enterprise benefits of ID in NX
barriers to progress

barriers:
the need for mech-E to fine tune fits and own legacy data
the fix: NX synchronous technology

NX Synchronous:
ideal for panel fits..
tooling concessions..
legacy
etc..

barriers:
entrenched attitudes in both Industrial-Design and Mechanical-Engineering
the fix: ID training - pilot projects - & the growing weight of case studies!

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