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Timothy W. Simpson - One of the best experts on this subject based on the ideXlab platform.

  • Market-based Strategic Platform Design for a Product Family using a Bayesian Game
    2020
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    AbstractThe objective of this chapter is to propose a methodology for strategic Platform Design in a product family using concepts from game theory to model the situations of uncertain market environments. We identify module-based Platform Design for a product family and consider a module selection problem as a strategic game with incomplete information. In particular, a Bayesian game is employed to model uncertainty situations regarding market environments. The proposed Bayesian game is used to decide strategic equilibrium solutions for selecting modules in the product family being Designed. To demonstrate implementation of the proposed Bayesian game, we use a case study involving a family of power tools.

  • Platform Design variable identification for a product family using multi-objective particle swarm optimization
    Research in Engineering Design, 2014
    Co-Authors: Seung Ki Moon, Kyoung Jong Park, Timothy W. Simpson
    Abstract:

    The variability of products affects customers’ satisfaction by increasing flexibility in decision-making for choosing a product based on their preferences in competitive market environments. In product family Design, decision-making for determining a Platform Design strategy or the degree of commonality in a Platform can be considered as a multidisciplinary optimization problem with respect to Design variables, production cost, company’s revenue, and customers’ satisfaction. In this paper, we investigate evolutionary algorithms and module-based Design approaches to identify an optimal Platform strategy in a product family. The objective of this paper is to apply a multi-objective particle swarm optimization (MOPSO) approach to determine Design variables for the best Platform Design strategy based on commonality and Design variation within the product family. We describe modifications to apply the proposed MOPSO to the multi-objective problem of product family Design and allow Designers to evaluate varying levels of Platform strategies. To demonstrate the effectiveness of the proposed approach, we use a case study involving a family of General Aviation Aircraft. We show that the proposed optimization algorithm can provide a proper solution in product family Design process through experiments. The limitations of the approach and future work are also discussed.

  • A Strategic Platform Design Method for Developing Customized Families of Services
    Volume 5: 35th Design Automation Conference Parts A and B, 2009
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Products are often paired with additional services to satisfy customers’ needs, differentiate product offerings, and remain competitive in today’s market. This research is motivated by the need to provide guidelines and methods to support the Design of such services, addressing the lack of knowledge on customized service Design as well as methods for Designing and evaluating services for mass customization. We extend concepts from module-based product family Design to create a method for Designing families of services. In particular, we introduce a strategic Platform Design method for developing customized families of services using game theory to model situations involving dynamic market environments. A module-based service model is proposed to facilitate customized service Design and represent the relationships between functions and processes that constitute a service offering. A module selection problem for Platform Design is considered as a strategic module sharing problem under collaboration, and we use a coalitional game to model module sharing and decide which modules provide more benefit when in the Platform based on marginal contribution of each module. To demonstrate implementation of the proposed method, we use a case study involving a family of banking services.Copyright © 2009 by ASME

  • A Strategic Module-Based Platform Design Method for Developing Customized Products in Dynamic and Uncertain Market Environments
    Volume 1: 34th Design Automation Conference Parts A and B, 2008
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Product family Design facilitates mass customization by allowing highly differentiated products to be developed around a Platform while targeting products to distinct market segments. Therefore, effective Platforming of products is a cost-effective way to achieve mass customization The objective in this research is to develop a Strategic Module-based Platform Design Method (SMPDM) to determine a Platform Design strategy to support product family Design in a dynamic and uncertain environment. Ontologies are used to represent products and enable sharing and reuse of Design information. Data mining techniques are used to identify a Platform and modules by utilizing Design information stored in a large database or repository. To determine a Platform for family Design in dynamic and uncertain market environments, the SMPDM uses agent-based decision-making, involving a market-based negotiation mechanism and a game theoretic approach based on module-based Platform concepts and a mathematical model. To demonstrate and validate the usefulness of the proposed method, it is applied to a family of power tools and tested in multiple scenario-based experiments. The SMPDM provides an optimal Platform Design strategy that can be adapted to various dynamic and uncertain market environments. Therefore, the SMPDM can help develop Design strategies to manage and create a cost-effective variety of products based on a Platform in support of mass customization.Copyright © 2008 by ASME

  • Towards a Suite of Problems for Comparison of Product Platform Design Methods: A Proposed Classification
    Volume 1: 32nd Design Automation Conference Parts A and B, 2006
    Co-Authors: Michael J. Scott, Juan Carlos Garci´a Arenillas, Timothy W. Simpson, Somasundaram Valliyappan, Venkat Allada
    Abstract:

    This paper presents the status of an ongoing project to develop a comprehensive suite of test problems suitable for comparing methods for scale-based product Platform Design. Despite a growing body of work in the area, there is no adequate set of testbed example problems for product Platform Design and benchmarking. A lack of consensus as to exactly what scale-based Platform Design entails has also hampered comparison of methods. In order to make a comprehensive test suite, we first need to define what different capabilities of Platform Design methods should be tested. To further this end, a classification scheme for example problems for scale-based Platform Design is presented. This simple taxonomy classifies example problems on the basis of two criteria: selection of Platform architecture and incorporation of market demand. A brief review of examples from the literature shows that the existing examples are useful to test only a few of the capabilities of Platform Design methods. A new extension of an existing example, the Design of a family of universal electric motors, is presented to test capabilities not covered by the existing set. This extended example is the first in our suite of examples.Copyright © 2006 by ASME

Michael J. Scott - One of the best experts on this subject based on the ideXlab platform.

  • Product Platform Design through sensitivity analysis and cluster analysis
    Journal of Intelligent Manufacturing, 2007
    Co-Authors: Michael J. Scott
    Abstract:

    Scale-based product Platform Design consists of Platform configuration to decide which variables are shared among which product variants, and selection of the optimal values for Platform (shared) and non-Platform variables for all product variants. The configuration step plays a vital role in determining two important aspects of a product family: efficiency (cost savings due to commonality) and effectiveness (capability to satisfy performance requirements). Many existing product Platform Design methods ignore it, assuming a given Platform configuration. Most approaches, whether or not they consider the configuration step, are single-Platform methods, in which Design variables are either shared across all product variants or not shared at all. In multiple-Platform Design, Design variables may be shared among variants in any possible combination of subsets, offering opportunities for superior overall Design but presenting a more difficult computational problem. In this work, sensitivity analysis and cluster analysis are used to improve both efficiency and effectiveness of a scale-based product family through multiple-Platform product family Design.

  • Towards a Suite of Problems for Comparison of Product Platform Design Methods: A Proposed Classification
    Volume 1: 32nd Design Automation Conference Parts A and B, 2006
    Co-Authors: Michael J. Scott, Juan Carlos Garci´a Arenillas, Timothy W. Simpson, Somasundaram Valliyappan, Venkat Allada
    Abstract:

    This paper presents the status of an ongoing project to develop a comprehensive suite of test problems suitable for comparing methods for scale-based product Platform Design. Despite a growing body of work in the area, there is no adequate set of testbed example problems for product Platform Design and benchmarking. A lack of consensus as to exactly what scale-based Platform Design entails has also hampered comparison of methods. In order to make a comprehensive test suite, we first need to define what different capabilities of Platform Design methods should be tested. To further this end, a classification scheme for example problems for scale-based Platform Design is presented. This simple taxonomy classifies example problems on the basis of two criteria: selection of Platform architecture and incorporation of market demand. A brief review of examples from the literature shows that the existing examples are useful to test only a few of the capabilities of Platform Design methods. A new extension of an existing example, the Design of a family of universal electric motors, is presented to test capabilities not covered by the existing set. This extended example is the first in our suite of examples.Copyright © 2006 by ASME

  • Product Platform Design with Consideration of Uncertainty
    SAE transactions, 2005
    Co-Authors: Michael J. Scott
    Abstract:

    Product Platform Design plays a crucial role in Designing multiple products. This paper presents a methodology for product Platform Design in the presence of uncertainty. Uncertainties in both the Design and production stages are considered, and are treated separately depending on whether they are considered stochastic uncertainty or epistemic uncertainty. Stochastic and epistemic uncertainties are modelled and represented using a probability approach and a fuzzy sets approach, respectively. The methodology ensures that robustness against both types of uncertainties is achieved not only at the product family level but also at the individual product level. The Design of a family of automotive bumpers to fit a catalog of five vehicles is presented to illustrate the proposed methodology.

  • Product Platform Design through sensitivity analysis and cluster analysis
    Volume 1: 30th Design Automation Conference, 2004
    Co-Authors: Michael J. Scott
    Abstract:

    Product Platform Design plays a vital role in determining two important aspects of a products family: efficiency (cost savings due to commonality) and effectiveness (capability to satisfy performance requirements). In this work, sensitivity analysis and cluster analysis are used to improve both efficiency and effectiveness of a product family Design. A strategy of commonization is employed to form a Platform. An illustrative example is used to demonstrate the merits of the proposed method, and the results are compared with existing results from the literature.Copyright © 2004 by ASME

Soundar R. T. Kumara - One of the best experts on this subject based on the ideXlab platform.

  • Market-based Strategic Platform Design for a Product Family using a Bayesian Game
    2020
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    AbstractThe objective of this chapter is to propose a methodology for strategic Platform Design in a product family using concepts from game theory to model the situations of uncertain market environments. We identify module-based Platform Design for a product family and consider a module selection problem as a strategic game with incomplete information. In particular, a Bayesian game is employed to model uncertainty situations regarding market environments. The proposed Bayesian game is used to decide strategic equilibrium solutions for selecting modules in the product family being Designed. To demonstrate implementation of the proposed Bayesian game, we use a case study involving a family of power tools.

  • A Strategic Platform Design Method for Developing Customized Families of Services
    Volume 5: 35th Design Automation Conference Parts A and B, 2009
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Products are often paired with additional services to satisfy customers’ needs, differentiate product offerings, and remain competitive in today’s market. This research is motivated by the need to provide guidelines and methods to support the Design of such services, addressing the lack of knowledge on customized service Design as well as methods for Designing and evaluating services for mass customization. We extend concepts from module-based product family Design to create a method for Designing families of services. In particular, we introduce a strategic Platform Design method for developing customized families of services using game theory to model situations involving dynamic market environments. A module-based service model is proposed to facilitate customized service Design and represent the relationships between functions and processes that constitute a service offering. A module selection problem for Platform Design is considered as a strategic module sharing problem under collaboration, and we use a coalitional game to model module sharing and decide which modules provide more benefit when in the Platform based on marginal contribution of each module. To demonstrate implementation of the proposed method, we use a case study involving a family of banking services.Copyright © 2009 by ASME

  • A Strategic Module-Based Platform Design Method for Developing Customized Products in Dynamic and Uncertain Market Environments
    Volume 1: 34th Design Automation Conference Parts A and B, 2008
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Product family Design facilitates mass customization by allowing highly differentiated products to be developed around a Platform while targeting products to distinct market segments. Therefore, effective Platforming of products is a cost-effective way to achieve mass customization The objective in this research is to develop a Strategic Module-based Platform Design Method (SMPDM) to determine a Platform Design strategy to support product family Design in a dynamic and uncertain environment. Ontologies are used to represent products and enable sharing and reuse of Design information. Data mining techniques are used to identify a Platform and modules by utilizing Design information stored in a large database or repository. To determine a Platform for family Design in dynamic and uncertain market environments, the SMPDM uses agent-based decision-making, involving a market-based negotiation mechanism and a game theoretic approach based on module-based Platform concepts and a mathematical model. To demonstrate and validate the usefulness of the proposed method, it is applied to a family of power tools and tested in multiple scenario-based experiments. The SMPDM provides an optimal Platform Design strategy that can be adapted to various dynamic and uncertain market environments. Therefore, the SMPDM can help develop Design strategies to manage and create a cost-effective variety of products based on a Platform in support of mass customization.Copyright © 2008 by ASME

Robert Margolis - One of the best experts on this subject based on the ideXlab platform.

  • Rules of the rooftop: Platform Design and price reductions in an online solar photovoltaic marketplace in the United States
    Energy Research and Social Science, 2019
    Co-Authors: Benjamin D. Leibowicz, Kunal Punjabi, Eric O'shaughnessy, Robert Margolis
    Abstract:

    Residential solar photovoltaic (PV) customers typically obtain price quotes directly from installers, a process with high consumer search costs that enable price dispersion and can discourage adoption. Recently, however, customers are increasingly shopping for PV using third-party online Platforms that make it easier to obtain and compare quotes from multiple installers. While early evidence indicates that these Platforms make the PV market more transparent and lower prices, the literature suggests that market outcomes are critically linked to detailed aspects of Platform Design. In this study, we econometrically analyze a unique dataset of quotes offered in the online PV marketplace EnergySage to investigate how four changes to the Platform Design have influenced quote prices and transaction prices. We find that the largest reductions in quote prices ($0.11/ W) and transaction prices ($0.15/W) were associated with the introduction of a price guidance information feature for installers. While educating and informing customers has repeatedly emerged as a policy priority for bolstering PV markets, these results suggest that the same should be true on the supply side. We also find that customers are willing to pay higher transaction prices for systems with higher-quality panels, dispelling concerns that online PV marketplaces lead to a “race to the bottom” phenomenon by emphasizing price at the expense of quality.

  • Effects of Platform Design on the Customer Experience in an Online Solar PV Marketplace
    National Renewable Energy Laboratory Technical Report, 2018
    Co-Authors: Benjamin D. Leibowicz, Kunal Punjabi, Eric O'shaughnessy, Robert Margolis
    Abstract:

    We analyze a unique dataset of residential solar PV quotes offered in an online marketplace to understand how Platform Design changes affect customer outcomes. Three of the four Design changes are associated with statistically significant and robust reductions in offer prices, though none of the policies were Designed explicitly to reduce prices. The results suggest that even small changes in how prospective solar PV customers interact with installers can affect customer outcomes such as prices. Specifically, the four changes we evaluate are: 1) a customer map that shows potential new EnergySage registrants the locations of nearby customers; 2) a quote cap that precludes more than seven installers from bidding on any one customer; 3) a price guidance feature that informs installers about competitive prices in the customer's market before they submit quotes; and 4) no pre-quote messaging to prohibit installers from contacting customers prior to offering quotes. We calculate descriptive statistics to investigate whether each Design change accomplished its specific objectives. Then, we econometrically evaluate the impacts of the Design changes on PV quote prices and purchase prices using a regression discontinuity approach.

Seung Ki Moon - One of the best experts on this subject based on the ideXlab platform.

  • Market-based Strategic Platform Design for a Product Family using a Bayesian Game
    2020
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    AbstractThe objective of this chapter is to propose a methodology for strategic Platform Design in a product family using concepts from game theory to model the situations of uncertain market environments. We identify module-based Platform Design for a product family and consider a module selection problem as a strategic game with incomplete information. In particular, a Bayesian game is employed to model uncertainty situations regarding market environments. The proposed Bayesian game is used to decide strategic equilibrium solutions for selecting modules in the product family being Designed. To demonstrate implementation of the proposed Bayesian game, we use a case study involving a family of power tools.

  • Platform Design variable identification for a product family using multi-objective particle swarm optimization
    Research in Engineering Design, 2014
    Co-Authors: Seung Ki Moon, Kyoung Jong Park, Timothy W. Simpson
    Abstract:

    The variability of products affects customers’ satisfaction by increasing flexibility in decision-making for choosing a product based on their preferences in competitive market environments. In product family Design, decision-making for determining a Platform Design strategy or the degree of commonality in a Platform can be considered as a multidisciplinary optimization problem with respect to Design variables, production cost, company’s revenue, and customers’ satisfaction. In this paper, we investigate evolutionary algorithms and module-based Design approaches to identify an optimal Platform strategy in a product family. The objective of this paper is to apply a multi-objective particle swarm optimization (MOPSO) approach to determine Design variables for the best Platform Design strategy based on commonality and Design variation within the product family. We describe modifications to apply the proposed MOPSO to the multi-objective problem of product family Design and allow Designers to evaluate varying levels of Platform strategies. To demonstrate the effectiveness of the proposed approach, we use a case study involving a family of General Aviation Aircraft. We show that the proposed optimization algorithm can provide a proper solution in product family Design process through experiments. The limitations of the approach and future work are also discussed.

  • A Strategic Platform Design Method for Developing Customized Families of Services
    Volume 5: 35th Design Automation Conference Parts A and B, 2009
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Products are often paired with additional services to satisfy customers’ needs, differentiate product offerings, and remain competitive in today’s market. This research is motivated by the need to provide guidelines and methods to support the Design of such services, addressing the lack of knowledge on customized service Design as well as methods for Designing and evaluating services for mass customization. We extend concepts from module-based product family Design to create a method for Designing families of services. In particular, we introduce a strategic Platform Design method for developing customized families of services using game theory to model situations involving dynamic market environments. A module-based service model is proposed to facilitate customized service Design and represent the relationships between functions and processes that constitute a service offering. A module selection problem for Platform Design is considered as a strategic module sharing problem under collaboration, and we use a coalitional game to model module sharing and decide which modules provide more benefit when in the Platform based on marginal contribution of each module. To demonstrate implementation of the proposed method, we use a case study involving a family of banking services.Copyright © 2009 by ASME

  • A Strategic Module-Based Platform Design Method for Developing Customized Products in Dynamic and Uncertain Market Environments
    Volume 1: 34th Design Automation Conference Parts A and B, 2008
    Co-Authors: Seung Ki Moon, Timothy W. Simpson, Soundar R. T. Kumara
    Abstract:

    Product family Design facilitates mass customization by allowing highly differentiated products to be developed around a Platform while targeting products to distinct market segments. Therefore, effective Platforming of products is a cost-effective way to achieve mass customization The objective in this research is to develop a Strategic Module-based Platform Design Method (SMPDM) to determine a Platform Design strategy to support product family Design in a dynamic and uncertain environment. Ontologies are used to represent products and enable sharing and reuse of Design information. Data mining techniques are used to identify a Platform and modules by utilizing Design information stored in a large database or repository. To determine a Platform for family Design in dynamic and uncertain market environments, the SMPDM uses agent-based decision-making, involving a market-based negotiation mechanism and a game theoretic approach based on module-based Platform concepts and a mathematical model. To demonstrate and validate the usefulness of the proposed method, it is applied to a family of power tools and tested in multiple scenario-based experiments. The SMPDM provides an optimal Platform Design strategy that can be adapted to various dynamic and uncertain market environments. Therefore, the SMPDM can help develop Design strategies to manage and create a cost-effective variety of products based on a Platform in support of mass customization.Copyright © 2008 by ASME