lean innovation:
the enterprise benefit of
Industrial-Design in NX




Gus Desbarats               chairman: alloy   Paris...
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 u...
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 1...
ID / Mech-E : old 3D tools / old way = lots of known problems


        strategy                  ‘classic ID’            ...
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’      ...
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, a...
new tools + new way = lean innovation breakthrough


        strategy                    ‘classic ID’                     ...
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
re...
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
                               ...
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’                  ...
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’             en...
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
Por...
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 p...
alloy: designers trained to be different
to be leaders, empowered by NX



customer led:
in depth user research
role play
...
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), k...
gus@thealloy.com
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Alloy NX Industrial Design

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Gus Desbarats presented on Industrial Design in NX at Siemens PLM Connection Europe.

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Alloy NX Industrial Design

  1. 1. lean innovation: the enterprise benefit of Industrial-Design in NX Gus Desbarats chairman: alloy Paris, October 2008
  2. 2. agenda: background on the alloy enterprise benefits of ID in NX barriers to progress
  3. 3. The lean innovation challenge more customer-perceived benefits less development cost & time to market
  4. 4. alloy: converting user insight into better innovation plans - globally
  5. 5. alloy: user led goals for innovation inspired by customer experience analysis first sight point of sale first use routine use extreme use disposal
  6. 6. 2 alloy: experience platform design hardware software interfaces strategy technical / interactive / complex
  7. 7. alloy: downstream risk reduction constraint anticipation tight specifications re-usable data implementation support
  8. 8. alloy: delivering results that move companies
  9. 9. alloy: result across manufacturing & services, small to big, B2C & B2B
  10. 10. 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
  11. 11. 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
  12. 12. agenda: background on the alloy enterprise benefits of ID in NX barriers to progress
  13. 13. 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
  14. 14. inherited history 600 features on a phone a challenge… will synchronous save the day? sort of..
  15. 15. form skills gap splines & curve analysis core to ID but not for everyone…
  16. 16. Surface quality loss In house rapid prototyping 3D printing Green = alloy data Red = mech e data Even in NX..
  17. 17. 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
  18. 18. 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
  19. 19. new tools + new way: proven across a broad range of applications
  20. 20. E2V Argus 3 A-Z in-house benchmark
  21. 21. 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
  22. 22. enterprise benefits of ID in NX: early decisions are better informed
  23. 23. BT Stratus: photos @ start + 4wks – accelerated refinement
  24. 24. 3D concept options – handset refinement
  25. 25. 3D concept options – clearer visuals sell the more radical idea
  26. 26. 3D concept options – more radical bases, show lighting idea
  27. 27. 3D concept options NX = PCB area already calculated
  28. 28. enterprise benefits of ID in NX: radical form-factor innovation is safer
  29. 29. chosen concept: innovative base construction
  30. 30. Stratus: early visual of the construction
  31. 31. BT Hub 2 iconic arc..
  32. 32. BT Hub 2: first pass 3D concept selected via market research most ‘iconic’ “but the arc is too timid”
  33. 33. BT Hub 2: final ID NX package, sets hard, but achievable challenges
  34. 34. BT Hub 2 final 3D for sign off more pronounced, still achievable, arc
  35. 35. enterprise benefits of ID in NX: faster, safer, assembly coordination
  36. 36. Hub2 wave data cradle & handset link linked body highlighted in the feature tree
  37. 37. enterprise benefits of ID in NX: A HUGE reduction in follow-on mechanical-engineering effort
  38. 38. Stratus grey = alloy red = cct additions
  39. 39. Hub 2 grey = alloy red = Thomson additions
  40. 40. enterprise benefits of ID in NX: customer experience focus retained to the end, without efficiency loss
  41. 41. 3D detail sharing: efficient inter team dialogue
  42. 42. enterprise benefits of ID in NX: BIG time & money savings from fast & flexible concurrent working
  43. 43. 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
  44. 44. HP concurrent & compact & global
  45. 45. Qstik compactness & “in ear” audio collaboration
  46. 46. enterprise benefits of ID in NX: huge commercial gains from “cross project” IP re-use
  47. 47. 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
  48. 48. suncorp pan-euro ID strategy common electronics platform different outer shells concurrent ID linked in Wave
  49. 49. 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
  50. 50. GV Thomson Rack products the “before” shot
  51. 51. GV Thomson Rack products the “after” shot
  52. 52. GV Thomson Rack products re-used 3D blank (mirrors common tool)
  53. 53. GV Thomson Indigo - before retrofit to complex platforms
  54. 54. GV Thomson Indigo - after internals imported from NX
  55. 55. GV Thomson Indigo - after new body, same electronics (cheaper tooling as well..)
  56. 56. enterprise benefits of ID in NX: new options open up..
  57. 57. Hub 2: dual sourced products! grey = alloy data turquoise = siemens data green = Thomson data
  58. 58. agenda: background on the alloy enterprise benefits of ID in NX barriers to progress
  59. 59. barriers: the need for mech-E to fine tune fits and own legacy data the fix: NX synchronous technology
  60. 60. NX Synchronous: ideal for panel fits.. tooling concessions.. legacy etc..
  61. 61. barriers: entrenched attitudes in both Industrial-Design and Mechanical-Engineering the fix: ID training - pilot projects - & the growing weight of case studies!
  62. 62. 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
  63. 63. alloy: experience of new process introductions
  64. 64. 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
  65. 65. gus@thealloy.com
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