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Architecture and platform - paper · PDF file shredders that are explicitly safe especially with regards to children. The home office segment needs a method to store paper until it

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  • Brian Brigham John Ekholm 11/2006

    Information Destruction Architecture and platform - paper shredders

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 2

    product analysis // functional model

    The functional model displays the functional hierarchy of the paper shredder as well as the individual components as they correspond to each function.

    Overall purpose:

    Main Functions:

    Supporting Functions:

    Components:

    identity protection = information destruction

    Shred Paper - Shred Credit Cards - Shred Compact Discs

    Indicating

    Overheat • LED

    Power LED•

    Controlling

    ON/OFF •

    Reverse•

    Sensing

    Bin Sensor •

    Paper • Sensor

    Temp • Sensor

    Storing

    Trash Bin •

    Cutting

    Motor •

    Gearing •

    Blades•

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 3

    competitive analysis // product offerings

    6 sheets 8 sheets 10 sheets 12 sheets 20 sheets

    cut type diamond diamond diamond diamond cross

    duty light light medium heavy heavy

    capability

    dimensions note: recheck

    12 x 7 x 14 12 x 7.5 x 15.5 13.5 x 9.5 x 21 13.5 x 9.5 x 22 with wheels

    15.5 x 10 x 24 with wheels

    warranty note: all 1 year limited

    3 year cutter 3 year cutter 3 year cutter 8 year cutter 7 year cutter

    price $2999 $3999 or $4999 $7999 $11999 $19999

    HOME OFFICE

    This product line is produced by a single manufacturer. The retailer then sells the shredders based on size, features, and specs. The retailer also divides the shredders into two groupings, home & office, based on size, sheet count and price point.

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 4

    user needs // market segments

    Home Need: Safety

    Home Office Need: Storage

    Small Office Need: Convenience

    We divided the shredder market into three segments and identified an un-met user need for each.

    Women 25-35• Middle income• Household w/ children• Keep shredder in den or closet• Purchased shredder for mail, bills and personal • information Concerned about safety of shredder around kids • and pets

    For the home segment, safety is a user concern that is not being fully addressed. People want shredders that are explicitly safe especially with regards to children.

    The home office segment needs a method to store paper until it is shredded. Few users shred sensitive materials as they receive it; instead they collect it into pile and shred the entire stack at a later date.

    Small offices need the shredder to be faster and more convenient. No one wants to count out 12 sheets of paper in order to keep the machine from jamming.

    Women 35- 55• Middle to upper income• Own their own business• Keep shredder in home office• Purchased shredder for business records, mail, • bills and personal information Busy with running a business, shredding is put • off until last minute

    Men 35- 65• Middle to upper income• Own their own business• Keep shredder in a common office area• Purchased shredder for sensitive business data.• Wants speed and efficiency. Can’t wait around • to feed paper into a shredder

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 5

    platform strategy // component breakout

    Motors

    CD shredding module

    Top housing

    Cutter body

    Bottom housing

    Face Plates

    Bins

    Differentiated partsCommon parts

    The mechanical assembly consisting of the cutter body, motor and CD is the core of the platform strategy. The cutter body is the base platform on which a variety of motor sizes can be plugged in and the CD module added. For the proposed product line, the top housing and bottom housing are common parts that are used throughout the product family. The face plate, bin and motor are the elements of the platform that are switched out to provide for the differing needs of the home, home office and small office.

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 6

    platform strategy // revised functional model

    The revised functional model adds four supporting functions and multiple components to support user needs The needs are tied to the market segments; below each additional supporting function, the individual components in- corporated to support that function are shown.

    Overall purpose:

    Main Functions:

    Supporting Functions:

    Components:

    identity protection = information destruction

    Shred Paper - Shred Credit Cards - Shred Compact Discs

    Indicating

    Overheat • LED

    Power LED•

    Controlling

    ON/OFF •

    Reverse•

    Sensing

    Bin Sensor •

    Paper • Sensor

    Temp • Sensor

    Storing

    Small BIn •

    Standard • Bin

    High • Capacity

    To-Be • shredded

    Safeguarding

    Locking Cover •

    Anti-tip Base•

    Moving

    Wheeled • Bin

    Side • Handles

    Automating

    Auto-Feed • Unit

    Cutting

    Motor •

    Gearing •

    Blades•

    StorageUser need: Safety Convenience

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 7

    platform strategy // base model

    Stage 1 motor: 8 sheets

    Small Bin

    No CD module

    Basic face plate

    The base model has a plain face plate w/ the small bin. The CD module is not included and the smaller motor can handle 8 sheets.

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 8

    platform strategy // home model - safety

    Stage 2 motor: 10 sheets

    Medium Bin

    CD module

    Face plate w/ locking lid

    Anti-tip base

    The Home model has a face plate with a locking lid to safely cover the shredder opening. The CD module has been added and a larger motor. The bin is taller with and anti-tip base to add extra stability to the unit

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 9

    platform strategy // home office model - storage

    Stage 3 motor: 12 sheets

    Large Bin w/ pull out front

    CD module

    Face plate w/ “to shred” storage bin

    Castors

    The Home Office model has a face plate with an integrated “to shred” storage bin. The CD module has been added and a motor that can handle 12 sheets. The bin can be pulled out the front for easy emptying and the unit is on castors to increase portability.

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 10

    platform strategy // small office model - convenience

    Stage 4 motor: 20 sheets

    Large Bin w/ pull out front

    CD module

    Face plate w/ auto feed indexer

    Large castors

    Platform Strategy: Small Office - convenience

    Side handles

    The Small Office model has a face plate with an indexer that au- tomatically loads paper into the shredder. No need to count out sheets and with the heavy duty motor the shredder won’t over heat. CD module is included and the bin can be pulled out the front for easy emptying. The unit is on large castors and side handles have been added to make the shredder highly portable

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 11

    platform strategy // product line

    Base - 59.99

    • 8 sheets • Space saving bin

    Home - 89.99

    • 10 sheets • CD capable • Locking safety lid • No tip base

    Home Office - 149.99

    • 12 sheets • CD capable • “To Shred” storage • Easy empty/ large capacity bin • W/ castors

    Small Office - 249.99

    • 20 sheets • CD capable • Auto feed indexer • Easy empty/ large capacity bin • Side handles • w/ Large castors

    In addition to the efficiencies of manufacturing and reduced number of tools (molds), the platform strategy also enforces a uni- fied design language. The size and shape of the shredder head are set, but the parts that provide the added benefits of safety, stor- age, and convenience are configured in such a manner to create a product line that hits several price points.

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 12

    Information Destruction Architecture and platform - paper shredders

    appendix

  • Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 13

    product analysis // paper shredder

    on/off switch

    LEDs

    credit card slot

    paper slot

    trash bin

    Our analysis began with the disassembly of an existing paper shredder in order to understand the architecture of the underlying compo- nents. The product we disassembled was a crosscut style shredder claimed to be able to shred 10 sheets (experimentation proved 8 sheets to be a more realistic limit) as well as credit cards.

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