Nowadays, products are increasingly complex mostly in the area of high value-added products such as airplanes, oil rigs, digger or central power generation. More generally, these products are more complex due to successive and concatenation of innovations introductions while products constraints needs a capitalization of all developed technologies. This paper introduces a novel framework for technological evolution/introduction within product architecture in order to assess and manage product family and modular architecture to personalize and customize products. This framework is based on a medical analogy to walk through customer need recognition, product portfolio, and new technological introduction in all product lifecycle. To be proactive, this challenge highlight the need to capitalize knowledge and lesson learned on the past, present and future of the product architecture and technology used in today’s products based on innovative processes. More than one part, a technology is characterized by resources needed by this artifact in order to answer to an added function, new requirements, or added services. So a methodology will be proposed to tackle this challenge to be innovative in product design.