Is the Age of Experience Design-driven or Science-driven?

By Alyssa
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By Philippe Laufer, CEO, CATIA, Dassault Systèmes

Mathematics, mechanics, electronics, systems, simulation—these are usually seen as concepts of science, not usually associated with “Art” or “Design”. Yet the Designer of a wireless Bluetooth speaker with patterned smart light, natural wake alarm and remote control looked to the fruits of science for the elements to create this consumer experience.

So what comes first? Does Science drive Design? Or does Design drive Science?

When the first cellular phones came out, you had to carry them in a bag… One of the first “portable” computers from IBM in 1984 had a nine inch monochrome monitor, 5¼ inch floppy disk drives, 256 kB of memory (expandable to 512 kB), a 4.77 MHz CPU and weighed 30 pounds (13.6 kg). This was not so much a laptop as a “luggable.”

But thirty years ago, these products awakened consumer experience excitement. You were no longer tied to your office. You had a personal phone on the road. But what IF WE could make electronics smaller, expand data storage while shrinking its size and weight, expand the monitor, add color, eliminate keyboards, lower power consumption and create a better power source?

Just maybe a gifted designer could leverage these advances into a product small enough to fit in your pocket, maybe with a phone, a camera, voice and video recorders, and more. And with further exploration, modeling, ‘Cognitive Augmented Design’ (CAD) and collaboration with other disciplines, perhaps create an experience that would sweep the world.

Great experiences seem to arrive from a confluence of Design and Science. Scientific exploration helps liberate Design to expand into areas of speculation, and then inspiration drives Design further to explore what is physically possible. Design leverages theoretical and mathematical components. It transforms shape and style into real objects—products, buildings, systems—that fulfill needs for customers.

Experience thinking asks the questions and channels the inspiration of design—bringing new technologies in manufacturing processes such as 3D printing, materials, Cyber Systems, chemical and others into a solution—using and then meeting the requests, perceptions and desires of customers. This is the promise and the challenge of Design in the Age of Experience.

Designers, engineers and industry leaders from around the world will come together at Dassault Systèmes’ Design in the Age of Experience event April 4-5 during Milan Design Week. I’ll be there, and look forward to seeing you as we explore the shift from designing products to forming consumer experiences. For more information, you can visit the event website.

The Six Critical Steps to Transforming Your Mining Business

By Alexandre
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The goal of every mining executive is to ensure their businesses and operations are economically sustainable for the long-term by being able to thrive even when commodity demand varies. This is, as we know, easier said than done, especially in an industry that has been averse to change.

Where do should executives begin and what can they do to ensure that operational improvements and increases to productivity and efficiency are maintained and built upon? The achievement of “Operational Stability” holds the key.

Getting to a point of operational stability involves a cultural change in the way the business is run. To ensure your organization arrives at the destination you set for it, you need to be the flight commander and provide the ground control system. Your flight plan, the vision, must be understood and acted upon by your pilots, the people who will execute it. The ground control systems, the supporting infrastructure, must be in place to help both you and your team navigate their way and monitor their progress.

To ensure your organization arrives at the destination you set for it, you need to be the flight commander and provide the ground control system. Your flight plan, the vision, must be understood and acted upon by your pilots, the people who will execute it. The ground control systems, the supporting infrastructure, must be in place to help both you and your team navigate their way and monitor their progress

Based on interviews with mining executives, Dassault Systèmes’ Fiona Carew explores the “Six Steps to Operational Stability” that will set you on the path for success and ultimately set the foundation for enterprise-wide agility.

  1. Set Your Strategic Vision and Lead from the Top
  2. Move to a Lean Mining Business Process Model
  3. Adopt ISA-95 Architecture
  4. Automation is Required
  5. The System Must be Completely End-to-end
  6. Change Management is Critical

Watch a short video presentation to learn more

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Follow Dassault Systèmes Natural Resources Industry on Twitter: @3DSNR

On the web: 3DS.com/natural-resources/

Why EXPERIENCE Thinking? (And not just Design Thinking)

By Alyssa
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By Valerie Pegon, Experience designer & Innovation Strategist, Dassault Systèmes

Designers hate to stand still. They permanently reflect back on their practice, redesigning and testing, in order to improve it.  Every time, when something seems sorted, another challenge emerges.  Little by little, the practice gets more professional, and more specialized.  But occasionally, there is a need for regrouping, for reconnecting.  It is with this intention that we reflected back on design thinking and saw opportunities to make it more powerful.

Unfortunately, design thinking is often reduced to a recipe, to define user journeys that are relevant to today’s user needs.  But what about tasting the dish to check how it is coming along? What about gathering the right ingredients (the diversity of people, a broader knowledge, unusual ingredients)?  What about the restaurant itself and the suppliers (the organisation, the partners and the business models)? And tomorrow?

We believe Experience Thinking can take companies to another level; helping businesses in their transformation. There are indeed a few top-level challenges and opportunities it can help with.

First, agility. While it may sound obvious for digital companies, agility remains complex for other industries. However, the evolutions of technologies and science unlock new possibilities that designers can start to harness. Imagine, as a designer, being able to simulate your design right away, in real time. Or being able to test virtual experiences quickly, as if you were there, without having to develop a full serious game?

Second, the Internet of Things. Remember Gartner’s hype curve: the hype may be over today but now, the possibilities are here for you to grasp. Sensing and data analytics enable a continuous feedback loop to improve new designs, to adapt in real time. Connected objects enable services that totally change the way people use products, the business models and even the approach to designing these products and services together, as a whole.

Third, social systems. Like cities, the systems companies create are multi-player and contextually adapting to a wide range of users and stakeholders. Building these ecosystems require some level of structure (we talk about “experience architecture”) to work smoothly, a high level of flexibility and a deep connection to the context and usage.

In the end, we always come back to the experience, because that is where the value lies. But the way we think and enable the experience we dream of is changing.

Discover more about Design in the Age of Experience at our event website

Find out about Dassault Systèmes’ Design Studio here.

 

 



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