Brian BrighamJohn Ekholm11/2006
Information DestructionArchitecture 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
dimensionsnote: 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 22with wheels
15.5 x 10 x 24with wheels
warrantynote: 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
HomeNeed: Safety
Home OfficeNeed: Storage
Small OfficeNeed: 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 •informationConcerned 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 informationBusy 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 needsThe 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 DestructionArchitecture 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
trashbin
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.
Externally, the shredder consists of a plastic housing containing the shredding mecha-nism which sits atop a plastic bin intended to catch the shredded documents. The external housing includes a combination on/off/reverse switch with a safety lock mechanism, a power LED, overheat LED, and slots for feeding paper and credit cards into the shredding mechanism.
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 14
product analysis // tear down
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 15
product analysis // components schematic overlay
bin sensor
on/off switch
controllerboard
papersensor
motor
gears
blades
temp sensor
power
paper
trashbin
paperpower/energyfeedback
powerLEDs
overheatLEDs
Disassembly of the shredder revealed the components shown below. The functional diagram overlaid on the photograph depicts each component, as well as the flow of paper, energy, and information through the shredder.
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 16
product analysis // components schematic diagram
Product Analysis: components schematic diagram
bin sensoron/off switch
controllerboard
papersensor
motor gears blades
temp sensor
power
powerLEDs
paper
overheatLEDs
inputs
trashbin
paperpower/energyfeedback
output
This functional diagram indicates the functioning of the shredder. At the most basic level paper flows into the shredder, triggering the paper-sensor, and then passes through the shredder’s blades and into the trash bin.
The flow of power is slightly more complex. Power enters the shredder via the power cord and is transmitted to the bin sensor, which interrupts the power supply if the trash bin is not attached to the bottom of the shredder unit. After the bin sensor, power passes through the on/off switch and is distributed to the paper sensor and the main controller board. If paper or a credit card activates the paper sensor, a signal is transmitted to the controller board which, in turn, sends power to the motor. The shredder’s motor then drives a system of reduction gears which ro-tate the cutting blades, shredding the document.
Within this system, user feedback is provided by two LEDs on the main shredder housing. Whenever the on/off switch is in the on position, the power LED is illuminated, indicating that the shredder is receiving power. During shredding, a temperature sensor monitors the motor’s operating temperature. If the temperature exceeds a prede-termined level, the sensor sends a signal to the main controller board, which shuts the motor down, and illuminates the overheat LED to indicate the status to the user.
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 17
task analysis // shred paper Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes NoThe task analysis shown represents the typical task flow a user encoun-ters when using a paper shredder. In the task analysis diagram, dia-monds represent decisions or judgments that must be made by the user. Rectangular boxes represent actions taken by the user.
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 18
task analysis // empty the bin Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes No
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 19
Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes No
task analysis // powering ON and indicators
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 20
task analysis // prepare and feed Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes No
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 21
task analysis // paper jam Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes No
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 22
task analysis // over heat Product Architecture and Platform Brian Brigham | John Ekholm Shred Paper
Is shredder on?
Depress switch lock button
Move switch to “ON”
Are more than 8 sheets being shredded?
NoYes
Are there any paperclips on the paper?
Remove paperclips
Yes No
Remove first 8 sheets
Feed sheets into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove sheets
Split sheets into smaller groups
Turn shredder off
Allow to cool down
Turn shredder on
Are more than 8 sheets left to shred?
Remove next 8 sheets
Are there sheets left to shred?
Finish
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
Unknown Problem
Is bin full?
Lift shredder unit off of bin
Empty bin
Replace shredder unit on top of bin
Yes No
9 3
6
12
Brian Brigham | John Ekholm | 11.06 ID547 | Product Architecture and Platform 23
task analysis // shred cdShred Credit Card
Is shredder on?
Depress switch lock button
Move switch to “ON”
NoYes
Feed card into shredder
Is shredding complete?
Did shredder jam?
Switch shredder to “reverse” Is overheat light
on?
Remove card Turn shredder off
Allow to cool down
Turn shredder on
Unknown Problem
Are there more cards to shred?
Finish
Yes
YesYes
Yes
No
No
No
No
The task analysis for shredding a CD is slight-ly less involved than shredding paper, but there are a couple differences. For example, there is no need to count out sheets as only one CD fits into the slot at a time.