At the Laboratory for Machine Tools and Production Engineering (WZL) of the RWTH Aachen University, a consumer oriented conflict free and continuous configuration of the product architecture in terms of modular product program development has been developed. The Method is the result of a long year research activity in the field of complexity management and has already been repeatedly successfully applied in industry. Companies can reduce their inner complexity while simultaneously optimizing the fit with customer demands by applying the mentioned method. The described approach is demonstrated both methodically as well as with practical examples.