Complex Engineered Systems at Procter & Gamble · 2012-09-06 · Procter & Gamble © 2012 Complex...
Transcript of Complex Engineered Systems at Procter & Gamble · 2012-09-06 · Procter & Gamble © 2012 Complex...
![Page 1: Complex Engineered Systems at Procter & Gamble · 2012-09-06 · Procter & Gamble © 2012 Complex Engineered Systems at Procter & Gamble September 5, 2012 Tom Lange Director, Modeling](https://reader031.fdocuments.in/reader031/viewer/2022041101/5edb06c509ac2c67fa68b07c/html5/thumbnails/1.jpg)
Procter & Gamble © 2012 Procter & Gamble © 2012
Complex Engineered Systems at Procter & Gamble
September 5, 2012
Tom Lange Director, Modeling & Simulation Corporate R&D
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Procter & Gamble © 2012
Investors Know P&G …
• Large, Global, & Successful Consumer Goods Company • Sales: $83.7 Billion FY June 30th, 2012
• Net Earnings: $10.8 Billion
– 4.2 billion Consumers purchase a P&G product about 40 Billion Times a year.
• We consistently build lasting shareholder value Founded in 1837…Celebrating our 175th – P&G has paid Dividends without Interruption since 1890
• (one of only 9 publically traded companies to have done this) – 56 consecutive years of Increasing Dividend Payments
• (6 companies to have done this)
– $ 88 billion of cash returned to shareholders of 10 years • (90% of reported net earnings)
– Market Cap ~ 189 billion COB 8/28/2012
• We Innovate to Grow: • Invested over $2 Billion/yr in R&D…in 2012
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Procter & Gamble © 2012
300+ World Brands… Consumers … Know Us by Brands
Beauty & Grooming Health & Well-Being Household Care
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Procter & Gamble © 2012
25 Billion $ Brands
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Procter & Gamble © 2012 Procter & Gamble © 2012
Why Brands?
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Procter & Gamble © 2012
The
Two
of
Truth
Moments
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Procter & Gamble © 2012
•Invest over $2 Billion per year in R&D
•1995 Recipient of
U.S. National
Medal of Technology
•Set up first product
research lab in U.S.
in 1890
•hold 30,000+
Patents, apply for
3000 ish every year
‘Innovation is our Lifeblood’
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Procter & Gamble © 2012 Procter & Gamble © 2012
Why the
“rocket
science”?
For such
everyday
things?
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Procter & Gamble © 2012 Procter & Gamble © 2012
Challenges of Making
Everyday things… Contradictions &
Scale
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Procter & Gamble © 2010
Product Contradictions…
•Products must perform
…
•Performance … is driven
by Fundamental Science
& Engineering
Contradictions.
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Procter & Gamble © 2012
Innovation & Contradictions…
Packages …
•creative design is key,
•strong but light,
•never leak…but open easily.
Materials …
•strong but soft
•stretch not break,
•breath but contain,
•break…not tear.
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Procter & Gamble © 2012
More Contradictions…
Liquids …
•mixtures can’t separate,
•must dispense easily… but stay
where applied.
Formulations …
•protect fabrics … but remove stains.
•Be compact, but used easily.
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Procter & Gamble © 2012
Scale: How to Sell $1B
P&G makes billions of
things…
…and sell them for < $10
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Procter & Gamble © 2012
Make a Billion Diapers…
How many Pampers do we make in the
blink of an eye?
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Procter & Gamble © 2012
“Learning” Loop
•Fix it
Build it
•Crash it
Innovation Cycle
•Fly it
Design it
• Costs too much:
-One-time-use Equipment
-Testing Infrastructure
• Takes too long:
-Cycles of Prototypes
-Development is Sequential
Outcomes
Products are not innovative:
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Procter & Gamble © 2012
…Atoms to the Enterprise
Production Plan & Schedule, Reliability
Product/ Materials/Device/ Package
Process
Converting & Machines
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Procter & Gamble © 2010
QSAR/QSPR
Virtual Library Synthesis
Nearest Neighbor Searches
Computational Chemistry Disciplines
Atomistic & Quantum Methods
Meso-scale Methods
Molecular Dynamics
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Procter & Gamble © 2012
Performance Areas of Interest
• Micellization: – Calcium effects, size, CMC
– Polymer effects, size, CAC
• Interfacial Effects: – Calcium effects
– Polymer effects
– Surfactant effects
– Hydrodynamic effects
• ‘Soil’ Removal – Emulsification
– Solubilization
Surfactant at a clay surface
oil-water interfaces
cylindrical micelles
Spherical or lamellar (bilayer)
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Procter & Gamble © 2010
‘DPD’ Simulated Effect of
Surfactant on ‘Detergency’
19
0
0.2
0.4
0.6
0.8
1
1.2
0 100 200 300 400 500amount of surfactants
Cri
tica
l S
he
ar
Ra
te
Shear Rate
to Remove
Oil Droplet
removal of a 90º contact angle
droplet with 400 Surfactants
H-T surfactants
Oil bead
Solid bead
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Procter & Gamble © 2012
Mesoscale of Interfaces
20
(b) 2% surfactant
(c) 4% surfactant
(a) 1% surfactant
For Water/Oil/Surfactant system:
W beads
O beads
A-B surfactant beads
OIL WATER
0
1
2
3
4
0 2 4 6% surfactants
Inte
rfacia
l te
nsio
n (
DP
D u
nit)
(a) (b)
(c)
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Procter & Gamble © 2012
Mesoscale simulation of surfactant phase
diagrams
21 Experimental phase diagram – B. Laughlin
12000 beads in total:
Water
A-B surfactant
lamellar
hexagonal
isotropic
Micellar
Inverted
micellar
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Procter & Gamble © 2012
Bi-Layer Formation
Michael
Klein’s
Group,
Temple
University
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Procter & Gamble © 2010
Understanding Body Wash Formulations –
Micelles!
Why are some formulations thicker (e.g.
rheologically)
at different concentrations?
concentration
spherical micelles.
wormlike micelles
rod shaped micelles
branched micelles
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Procter & Gamble © 2012
Micellar Properties in Formulations
Ingr
ed
ien
ts
Molecular simulations
Rheological characterization and modeling
Form
ula
ted
pro
du
ct p
rop
ert
ies
Neutron scattering to probe micellar scale
Micellar properties e.g. simulation of
micelle scission
e.g. exploration of formulation microstructure and viscosity
+
e.g. micelle scission energy predicts length of micelles
loss
mo
du
lus
elastic modulus
e.g. modeling of characteristic relaxation times
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Procter & Gamble © 2012 Procter & Gamble © 2012
Dr.
Michael
Klein,
Temple
University
“Coarse Grained
Molecular
Dynamics
Studies of
Vesicle
Formation and
Fusion”
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Procter & Gamble © 2012
Some
formulations showed
spontaneous
formation of
vesicles.
Spontaneous vesicle formation
10 Nano Meters
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Procter & Gamble © 2012
Complex Laundry Cleaning Mixtures
Large
Simulation:
Vesicles,
Polymers, LAS
& Ca+
Interactions
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Procter & Gamble © 2012
CAE Disciplines
Solid Mechanics
Fluids & Thermal
Chemical Systems
Dynamics & Controls
Empirical & Optimization
High Performance Technical Computing
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Procter & Gamble © 2012
Fluids / Thermal
• Computational Fluid Dynamics (CFD):
• Free Surface Flow
• Contained Turbulent Flow
• Multi-Phase Flows
• Creeping & Low Reynold’s Number Flows
• Non-Newtonian & Visco-Elastic Material Properties
• Flow in Porous Media
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Procter & Gamble © 2010
Fluids: Making Absorbent Diapers
Multi-Phase
Turbulence…
w/ Material
Accumulation
At the
Boundaries
CFDlib w/ FLIP Markers
(Bucky Kashiwa)
@ Los Alamos National Labs
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Procter & Gamble © 2012
Mixing liquids:
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Procter & Gamble © 2012
Mixing Non-Newtonian Fluids
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Procter & Gamble © 2012
Mixing Dense Viscous Fluids
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Procter & Gamble © 2012
Static Mixer
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Procter & Gamble © 2012 Procter & Gamble © 2012
Filling at High Speed
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Procter & Gamble © 2012
Paste Nozzle Flow = 1X
Coiling
Flow
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Procter & Gamble © 2012
Paste Nozzle Flow = 6X to 10X Folding to Mounding Flow
Experiment Simulation
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Procter & Gamble © 2012
Paste Nozzle Flow = 66X to 171X
Experiment Simulation
Mounding to Steady Flow
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Procter & Gamble © 2012
Paste Nozzle Flow = 170X to 210X
Experiment Simulation
Steady to Submerging Flow
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Procter & Gamble © 2012
Solid Mechanics:
• Rigid Body Kinematics
• Finite Element Analysis (FEA):
• Implicit
• Explicit
• Linear
• Non-linear
• Massive Contact
• Complex non-metal Material Models: High Strain
Rates 1/500 Seconds, Elastic-plastic, Hysterisis: Visco-Elastic, Visco-Plastic
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Procter & Gamble © 2012
Behind Every Great
Package…
…Is more than meets the
eye!
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Procter & Gamble © 2012
Bottle Weight Optimization
Injection Stretch
Blow Molding
Top Load
Stresses
Wall Thickness
Prediction
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Procter & Gamble © 2012
Load Cases
Top Load Empty
Top Load Filled
Pressure
Vacuum
Squeeze
Hydrostatic
Modeling, Simulation and Analysis
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Procter & Gamble © 2012
Can We Convey Bottles?
Bottle Race Track
‘Circa 2000’
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Procter & Gamble © 2012
Virtual Race Track
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Procter & Gamble © 2012
The new premium shaver …
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Procter & Gamble © 2012
Bathroom Floor Drop
Lots of Small Parts...
…Everyone must
work!
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Procter & Gamble © 2012
Hand Ergonomics
Experimental Measures
• Goniometry (joint angles)
• EMG measures to measure muscle activity
• Motion capture and surface pressure measurements for direct hand interactions
Kinematic Simulations
• Predict joint torques
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Procter & Gamble © 2012
What are the areas of Challenge & Research?
Multi_Physics…
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Procter & Gamble © 2012
Vacuum Removal of Ribbons
Fluid-
Structure
Interaction
(FSI)
w/
Non-turbulent
Air
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Procter & Gamble © 2012
‘Flag & String’ FSI Problem
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Procter & Gamble © 2012
Liquid Container Impact
What You
Don’t
Want to
Happen
In Store
Or
Your
Laundry
Room!
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Procter & Gamble © 2012
FSI Simulation
Material
Properties
Are The
Key To
Predicting
Reality!
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Procter & Gamble © 2012 J. Kitching 54
What is DEM (Courtesy DEM-Solutions)
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Procter & Gamble © 2012 J. Kitching 55
Glass Bead STD Study • Standard Deviation (STD)
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Procter & Gamble © 2012 J. Kitching 56
Investigation using LSDyna
11,265 particles with both specific Shape distribution and specific Size distribution The particles are treated as rigid and subjected to the force due to gravity.
It took 158 wall clock minutes, using 32 cpus to complete the 1.0 sec. solution with a 1e-05 sec timestep
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Procter & Gamble © 2012
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Procter & Gamble © 2012 J. Kitching 58
Rocking Box
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Procter & Gamble © 2012
J. Kitching 59
GAC microCT Simulation • First usable microCT data July 10th limited to ~1000s particles
Everyone of these tiny computational Elements is Sensor!
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Procter & Gamble © 2012 J. Kitching 60
GAC microCT Simulation
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Procter & Gamble © 2012 J. Kitching 61
Fluid Flow Water Inlet
Velocity BC
Water made
transparent
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Procter & Gamble © 2012
Fluid Flow Through Bed
J. Kitching 62
Top View
SideView
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Procter & Gamble © 2012
Some Management stuff
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Procter & Gamble © 2012
Shape Decisions
Apply & Deploy: -reframe the question -guide the choices -confirm the situation -stop the project
Display & Communicate
Display results For non-expert understanding
Solve Equations
1. Solve Equations 2. Build Simulation
1. Translate Business Challenge into Science question 2. Express Science in Equations
Making $ with M&S What if ? , Why not ?,
How much?....
L
p22
41
Get Data
Consumer Ratings, Plant Reliability, Material Properties, Geometry etc.
Define Problem
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Procter & Gamble © 2012
Measure Business Contribution in the ‘Currency’ of Finance
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Procter & Gamble © 2012
Pathology
“Virtual” Trial & Error
“Analysis Led” Discovery
Explains ‘why’ existing products & systems work…or don’t work
Predicts ‘why’ designs work…or don’t work
(in systems that don’t exist yet)
Defines the option space ‘where’ designs work…or don’t work
…How do we USE the Power!
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Procter & Gamble © 2012
M&S Org. Strategy
P&G General Scientists & Engineers, in BU’s with mainstream career paths, are familiar with capabilities & contacts for help.
lead M&S Research, Tier III
P&G M&S experts, most reside in Corporate
Development,
& Teaching
1 for every 3 Technologist
Tier II P&G M&S technologists, mostly
reside in the BU, do/lead bulk of M&S
application & deployment.
1 for every 6 Practitioner
Tier I P&G Modeling Practitioners, in BU’s with main-stream
career paths, are trained and capable of routine
analysis. Do most routine analysis.
1 for every 10
Scientist/ Engineer
Apply Research & Develop Deploy
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Procter & Gamble © 2012
Themes for the Future
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Procter & Gamble © 2012
History of HPC…at DOE & P&G
6 Giga
Tera
Peta
Exa
1990 2000 2010 2020
P&G’s 1st, 2nd, & 3rd
Generation Super Computers
62 Tflops
…499th IF
we applied
Source: Norman Johnson – T3 LANL… Circa 2000
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Procter & Gamble © 2012
P&G Decades History of HPC
Computer Power (FLOPS) Hardware Cost $/CPU-hr
Software Costs have 2x to 3x over the same period!
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Procter & Gamble © 2010
Another ‘Bet’ I would place…
Replace: Slow and Expensive
Physical Learning Cycles
With: Faster, Smaller Experiments; Virtual
Models & Simulations
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Procter & Gamble © 2012
Replacing ‘Physical’ learning
… with ‘Virtual’…
Requires a relentless pursuit
of …
REALISM
How?
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Procter & Gamble © 2010
Realism Requires fidelity and
Reach… – Tackle ‘Bigger’ more complex Problems more
Completely • (e.g. multi-physics… broaden temporal & spatial scales)
– Solve Larger equation sets… • (Billion Elements, Billion Atoms/Molecules…etc.)
– Do parametric studies vs. point estimate Calculations
• (Stochastic parameter inputs, Ensemble Averages)
– ‘Turbo Tax’ Analysis…Shape more Decisions with more ‘Amateur’ Analysts
• (Automate for Practitioners, what requires an expert today)
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Procter & Gamble © 2012
Must have Top Management Public Support
M&S must be a win for THEIR jobs… their stakeholders, board members
etc.
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Procter & Gamble © 2012
“We needed people with backgrounds in computer modeling & simulation.”
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Procter & Gamble © 2012
Take Away This….
• ‘Cash in’ Moore’s Law: – Replace slow & expensive learning with smaller, faster & Virtual
– The Relentless Pursuit of Realism…Higher Fidelity.
• Moore’s law Continues…Parallel – Software is the Key, who is working on it?
– Solvers must Spatially & Temporally scale.
• Analysis ‘Democratizes’ – HPC & M&S skills: Base for all Engineers & Scientists.
– Simulation Data Management will Emerge.