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

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

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

3. The lean innovation challenge
more customer-perceived benefits
less development cost & time to market

4. alloy: converting user insight into better innovation plans - globally

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. 2
alloy: experience platform design
hardware
software interfaces
strategy
technical / interactive / complex

7. alloy: downstream risk reduction
constraint anticipation
tight specifications
re-usable data
implementation support

8. alloy: delivering results that move companies

9. alloy: result across manufacturing & services, small to big, B2C & B2B

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

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. inherited history
600 features on a phone
a challenge…
will synchronous save the day?
sort of..

15. form skills gap
splines & curve analysis
core to ID
but not for everyone…

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

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

20. E2V Argus 3
A-Z in-house benchmark

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

23. BT Stratus: photos @ start + 4wks – accelerated refinement

24. 3D concept options – handset refinement

25. 3D concept options – clearer visuals sell the more radical idea

26. 3D concept options – more radical bases, show lighting idea

27. 3D concept options NX = PCB area already calculated

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

29. chosen concept: innovative base construction

30. Stratus: early visual of the construction

31. BT Hub 2
iconic arc..

32. BT Hub 2: first pass 3D
concept selected via market research
most ‘iconic’
“but the arc is too timid”

33. BT Hub 2: final ID
NX package, sets hard, but achievable challenges

34. BT Hub 2
final 3D for sign off
more pronounced, still achievable, arc

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

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

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

38. Stratus
grey = alloy
red = cct additions

39. Hub 2
grey = alloy
red = Thomson additions

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

41. 3D detail sharing: efficient inter team dialogue

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

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. HP
concurrent & compact & global

45. Qstik
compactness & “in ear” audio collaboration

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

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

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. GV Thomson Rack products
the “before” shot

51. GV Thomson Rack products
the “after” shot

52. GV Thomson Rack products
re-used 3D blank
(mirrors common tool)

53. GV Thomson Indigo - before
retrofit to complex platforms

54. GV Thomson Indigo - after
internals imported from NX

55. GV Thomson Indigo - after
new body, same electronics
(cheaper tooling as well..)

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

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

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

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

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

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

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. alloy: experience of new process introductions

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. gus@thealloy.com