Value analysis for customizable modular product platforms: theory and case study
Abstract Mass customization and product platform design can exploit the benefits of modularity and provide personalized devices at competitive costs through economies of scope. However, customization-intense platforms can have thousands of potential configurations, whose development and verificatio...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer London
2021
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| Online Access: | https://hdl.handle.net/1721.1/131801 |
| _version_ | 1811095208046100480 |
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| author | Colombo, E. F Shougarian, N. Sinha, K. Cascini, G. de Weck, O. L |
| author_facet | Colombo, E. F Shougarian, N. Sinha, K. Cascini, G. de Weck, O. L |
| author_sort | Colombo, E. F |
| collection | MIT |
| description | Abstract
Mass customization and product platform design can exploit the benefits of modularity and provide personalized devices at competitive costs through economies of scope. However, customization-intense platforms can have thousands of potential configurations, whose development and verification must be prioritized. This paper develops a value analysis methodology that is able to rank alternative platform configurations according to customers’ preferences. It introduces Logit value, a definition of value based on a well-known stated choice model and explains the five steps of platform-based value analysis. Since product platforms are complex technical systems, particular attention is given to the gathering of information, the automatic generation of platform architectures and the visualization of results. A case study based on Google ARA’s Spiral-2 modular smart phone concept demonstrates an application of the methodology and shows its potential benefits. The case study leverages data from a conjoint analysis and survey of 200 potential customers in Puerto Rico and a generated set of over 21,000 potential configurations of which less than 1% are shown to be non-dominated. The value analysis identifies module types that are compatible with the modular product platform and appear in a high percentage of Pareto architectures. Knowledge pertaining to non-dominated configurations can provide insights into module development strategy and verification/validation activities. |
| first_indexed | 2024-09-23T16:12:33Z |
| format | Article |
| id | mit-1721.1/131801 |
| institution | Massachusetts Institute of Technology |
| language | English |
| last_indexed | 2024-09-23T16:12:33Z |
| publishDate | 2021 |
| publisher | Springer London |
| record_format | dspace |
| spelling | mit-1721.1/1318012021-09-21T03:06:24Z Value analysis for customizable modular product platforms: theory and case study Colombo, E. F Shougarian, N. Sinha, K. Cascini, G. de Weck, O. L Abstract Mass customization and product platform design can exploit the benefits of modularity and provide personalized devices at competitive costs through economies of scope. However, customization-intense platforms can have thousands of potential configurations, whose development and verification must be prioritized. This paper develops a value analysis methodology that is able to rank alternative platform configurations according to customers’ preferences. It introduces Logit value, a definition of value based on a well-known stated choice model and explains the five steps of platform-based value analysis. Since product platforms are complex technical systems, particular attention is given to the gathering of information, the automatic generation of platform architectures and the visualization of results. A case study based on Google ARA’s Spiral-2 modular smart phone concept demonstrates an application of the methodology and shows its potential benefits. The case study leverages data from a conjoint analysis and survey of 200 potential customers in Puerto Rico and a generated set of over 21,000 potential configurations of which less than 1% are shown to be non-dominated. The value analysis identifies module types that are compatible with the modular product platform and appear in a high percentage of Pareto architectures. Knowledge pertaining to non-dominated configurations can provide insights into module development strategy and verification/validation activities. 2021-09-20T17:30:19Z 2021-09-20T17:30:19Z 2019-11-28 2020-09-24T20:41:56Z Article http://purl.org/eprint/type/JournalArticle https://hdl.handle.net/1721.1/131801 en https://doi.org/10.1007/s00163-019-00326-4 Creative Commons Attribution-Noncommercial-Share Alike http://creativecommons.org/licenses/by-nc-sa/4.0/ Springer-Verlag London Ltd., part of Springer Nature application/pdf Springer London Springer London |
| spellingShingle | Colombo, E. F Shougarian, N. Sinha, K. Cascini, G. de Weck, O. L Value analysis for customizable modular product platforms: theory and case study |
| title | Value analysis for customizable modular product platforms: theory and case study |
| title_full | Value analysis for customizable modular product platforms: theory and case study |
| title_fullStr | Value analysis for customizable modular product platforms: theory and case study |
| title_full_unstemmed | Value analysis for customizable modular product platforms: theory and case study |
| title_short | Value analysis for customizable modular product platforms: theory and case study |
| title_sort | value analysis for customizable modular product platforms theory and case study |
| url | https://hdl.handle.net/1721.1/131801 |
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