Foamy Headphones and Smelly Clothes: Designing for the Second Moment of Truth

By Estelle

This post originally appeared at Core 77

High tech products

News about a bad product experience travels quickly. Maybe it’s because of the fact, according to a white paper “Designing for the User Experience,” that five times as many people will tell a friend about a bad experience than a good one, or that social media makes it easier than ever to share that negative message, but news of design shortcomings and failures spread fast.

If I’m buying a pair of headphones and the sound is good, but they’re not comfortable, they’re too small for my head, they are too foamy… I’m not going to have a good Second Moment of Truth with that,” explains Stuart Karten, Principal and Founder of Karten Design.

The same goes for a bottle of laundry detergent you may have purchased for its swanky packaging: if your clothes don’t come out smelling clean, you probably won’t buy it again. That Second Moment of Truth (SMOT) often relies on the user experience, what happens when a consumer actually uses the product. As more and more of those products move towards the digital space, that experience comes down to a digital interface, the intuitiveness of those interactions and ease of use. Karten elaborates:

In general, there are multiple trends that are happening in the consumer electronics arena. One is that things are becoming rectangular boxes with user interfaces. The “stickiness” and the appeal and the connection are moving into the digital space. That puts a lot of challenge on—not only the overall form factor of the product on that first level—but the second level of that digital engagement”.

There are other challenges as well when it comes to designing high-tech consumer electronics. “With High-Tech, the technology is usually brand new, so this thing that you are designing is actually morphing as you move down the development cycle because, as time is changing, the technology is advancing,” explains Rob Brady, CEO and Design Director at ROBRADY, which focuses on consumer, industrial, marine and medical products.

Both Karten and Brady agree that designing for that second level requires a user-centric approach, spending time with the target audience to anticipate and better meet their needs. For electronics and other high-tech goods, that means understanding the incentives behind why a consumer would want this product and the motivation behind their purchases. “People make a conscious decision that they want a new pair of headphones, a new laptop,” says Karten. “They want it to define who they are and the person they want to be.”

Watches rendering

Designing with a broadly aspirational approach often means putting a series of virtual prototypes in front of focus groups, simulating interaction and providing a realistic rendering that can then be iterated upon before even printing out a physical prototype. Once the limits of virtual prototyping have been reached, focus groups can be brought in and products are placed in their hands. As these products move into the digital space, however, so do those focus groups and companies like Dassault Systèmes are creating solutions that virtually emulate the product development process from coming up with a concept to testing it in a online retail or working setting.

Ideation & Concept Design

You build a model and you test it. You do an alpha and you test it. You do a beta and you test it. You prototype early and often,” says Brady. “At the end of the day, it’s all about humans interacting with products and designers making these different products approachable and accessible.”

Do not miss the new edition of MADEin3D contest “Cup of IoT”, featuring the theme of Internet of Things! Register to the MadeIn3D community to enter the contest now! Also, you will want to check out our white paper titled “Designing the User Experience”.

Enter the Cup of IoT contest!

Spotlight on Becher Neme: BIM Expert Pushes a Zero-Change-Order Approach

By Akio

The team that makes up Neme Design Solutions, a Long Beach, California-based BIM consultancy, specializes in simplifying highly complex projects to enable fabrication.

Led by founder Becher Neme, the firm includes a small team of architects and engineers with more than a decade of experience working onsite with general contractors, and with particular expertise in the CATIA solution.

This combination of field experience and software knowledge has helped the firm carve out a unique niche in model clash detection and resolving interface challenges.

Yesterday’s Improvements Are Today’s Inefficiencies

While Neme notes that the AEC industry has flocked to BIM as a means for improving construction efficiency, the tools commonly used require certain sacrifices.

Case in point, one of the firm’s primary services is coordinating clash detection among BIM models. Today, most general contractors launch a project by meeting with all of the trade contractors.

Dozens of people bring their 3D models and, through a seemingly endless series of meetings, they run clash detection to find potential conflicts among systems. When conflicts are found, each model is updated with the solution.

Neme left these meetings wondering: how much time is invested in preparing for these meetings? How much money is spent on getting all parties involved on the same page? If BIM is about providing project efficiency, how can this process be made more efficient?

A Single-Source Solution

While clash detection can be easy, there’s value to be gained in resolving these conflicts more efficiently. To do so, Neme Design Solutions has explored the single-source model concept.

The idea is that Neme Design Solutions works with the general contractor to create an accurate BIM model before subs are brought on board. A small, highly skilled team creates a highly accurate model. As much as 90 percent of the conflicts can be resolved at this stage.

Tweet: An accurate #BIM model can resolve 90% of #AEC conflicts before subs are brought in @Dassault3DS @becherneme http://ctt.ec/Uyh5a+

Click to tweet: An accurate #BIM model can resolve
90% of #AEC conflicts before subs are brought in

Next, the trade contractors are brought in. Rather than resolving hundreds of modeling conflicts, this wider group fine-tunes the existing model before moving directly to fabrication and installation.

The Peak of Precision

This single-source solution is already in action on several of Neme’s projects.

Among them, the Anaheim Regional Transportation Intermodal Center required the high-precision work for which the CATIA software solution is best known. The project features a highly complex ETFE roof with more than 3,000 connection components.

Anaheim Regional Transportation Intermodal Center

(images courtesy of Neme DS)

The roofing contractor brought Neme Design Solutions onboard when the sub determined its software could not handle the roof’s intricate geometry.

By developing a comprehensive, single-source 3D model, the roofing team was able to extract fabrication drawings so accurate that only four of the 3,000 components ultimately needed changes.

Anaheim Regional Transportation Intermodal Center nodes

Anaheim Regional Transportation Intermodal Center nodes

Anaheim Regional Transportation Intermodal Center nodes

But it is Tivoli Village—a mixed-use development in Las Vegas—that perhaps best demonstrates the unique benefits possible from single-source models.

General contractor Hardstone Construction took complete charge of this 2 million square foot project. As part of a small team of CATIA experts, Neme was deeply involved in developing a single-source model for the project. He rendered the MEP part of that model to be conflict-free and ready for installation.

Tivoli model

With the help of this process, the $350 million first phase of the Tivoli Village was so efficient that it had virtually no change orders. The general contractor was able to beat the budget in several areas.

Tivoli village

(images courtesy of Neme DS)

Tweet: Single-source #BIM models allowed a $350M proj to yield virtually no change orders #AEC @Dassault3DS @becherneme http://ctt.ec/b6b3_+

Click to tweet: Single-source #BIM models allowed
a $350M proj to yield virtually no change orders

Next Generation Possibilities

Given the promise of single-source models, Neme is looking to what might soon be possible.

The next generation, he suggests, must move 3D models beyond visual representation and conflict resolution tools. Future models should improve installation workflow onsite, further optimize prefabrication, reduce material waste and raise onsite safety standards.

For Neme, CATIA is far and away the preferred platform for creating complex, yet flexible, models. However, he notes that given Dassault’s game-changing results in the aerospace industry, expectations are high from construction players on what the software company can do to transform their standard processes.

Neme notes that the latest update to Dassault’s platform boosts the software to a truly collaborative tool. The cloud-based platform allows project teams to work live in a model from anywhere around the globe. Updates are instantly visible to the entire team.

This capability allows the specific skill set offered by Neme Design Solutions to be available as-needed worldwide, and allows Neme and his team to work on multiple projects across the world at once.

Where to Learn More

Looking to learn more about single-source models? Consider attending this year’s 3DEXPERIENCE Forum in Las Vegas, November 11-12, where Neme is a returning speaker.

For Neme, the event is a must-attend for anyone interested in innovative solutions, as it exposes attendees to how the technology currently being explored in construction is being used in aerospace, industrial design, medical and other highly successful industries—suggesting new possibilities for how construction can move forward.

For more on the 2014 3DEXPERIENCE FORUM, visit: www.3ds.com/3ds-events/3dexperience-forum-nam

Tweet: A Zero-Change-Order Approach for #AEC from #BIM Expert and #3DXforum Speaker @becherneme | @Dassault3DS http://ctt.ec/55958+

Click to tweet this article


Related Resources

Visit Neme Design Solutions

Connect with Becher Neme on LinkedIn

Learn more about AEC solutions from Dassault Systèmes

Attend the 3DEXPERIENCE Forum, Las Vegas, November 11-12:

3DEXPERIENCE Customer Forum 2014

 


Moment of Truth in Designing a Differentiated Product

By Estelle

This post originally appeared at Core 77

Watches

The MP3 player wasn’t a new thing when the iPod came out, nor was the iPhone the first smart phone,” observes John Maeda, Design Partner at Kleiner Perkins Caufield & Byers and former president of the Rhode Island School of Design. “But they were the ones that made you give a damn.”

What Maeda describes in that 2011 Huffington Post article is the First Moment of Truth (FMOT)—that moment when a consumer walks into a store, faced with several comparable products and has to make a decision. They pick up MP3 player one, MP3 player two, hold them in their hands and, in that FMOT, decide which one they will purchase. In a world where many products are relatively similar in terms of technology, price, performance and features, design is that differentiator.

That differentiator is what companies like Karten Design try to create. “How do you get mindshare? How do you stand out? How do you create “sticky” stuff? We use design research,” says Stuart Karten, Principal and Founder of Karten Design, a product innovation firm made up of scientists, sociologists, anthropologists, and designers who go out and spend time with the people for whom they are designing products.

CATIA Natural Sketch

We are trying to understand their habits and ceremonies, so that we can create products that fit in with the way people live their lives, making them easier to adopt,” explains Karten. “Most importantly, we are trying to find unmet needs—common needs that are persistent in people’s lives, but aren’t being satisfied through the current products, or even the product categories that are available on the market. We use unmet needs to drive new ideas.”

For consumer electronics, that means not only identifying a target audience and creating a product for them, but also following through on the promise of what the product does. That second piece, known as the Second Moment of Truth (SMOT), is vital to creating a positive, lasting impression with a consumer. “That’s the gauge that you have to use to make a truly successful consumer product,” shares Karten. “It has to look good to earn that first moment of truth, and then you have to deliver on it with a product that holds meaning and value in a person’s life.”

Watch

To ensure a positive FMOT and SMOT, Karten and his team go back to where they start the ideation process—with people. “Take things and put them in front of users quickly. That design principle is embedded in our company,” says Karten. “We want to get feedback from people earlier and quicker in the design process to find out what stands out, which ideas resonate functionally and emotionally. Go to the people.” Earlier feedback means faster iterations, shortening the timeline it takes to put a product on the shelf.

That process involves creating a series of virtual and physical low fidelity mock-ups, iterating and repeating, increasing the fidelity with each round. Virtual prototypes can give focus groups a very realistic visualization of the final product, saving time and money before moving on to physical prototypes. “Thanks to new technologies such as 3D printing, the iterative design process can now happen very quickly and cost effectively, so it’s taking off a lot of time in the product design process—across the board,” says Arieh Halpern, Life Sciences Industry Business Consultant Director at Dassault Systemes. Dassault Systèmes works to create solutions like *Ideation & Concept Design*, which keeps track of requirements and manages concurrent focus groups, helping shorten the timeline from research to market. “You’re now able to work on the same concept design with your focus groups in real time, do your drawings in real time, and then convert those into 3D prints,” explains Halpern.

Watch

Shortening that timeline makes a huge difference in the field of consumer electronics, where a shorter timeline means putting that product in the hand of focus groups for that FMOT and SMOT that much sooner. In a field where design is the differentiator [PDF], that time can make all the difference in the success of a product. “With a consumer electronic product, you have to create something that somebody wants. You have to steal the show,” says Karten. “That’s the first moment of truth.” If a product doesn’t deliver on that first moment of truth, it might be the last.

Want to create your Connected Object  ? Register to the new edition of  MADEin3D™ contest, “Cup of IOT”, the theme is Internet of Things !

CupofIoTThis time again, we are lucky to have cool sponsors & partners with us to organize this worldwide competition: Withings, Nodesign.net, Prodways, ES Numérique, and CapDigital. The winner’s will thus be nicely rewarded !

Register to the community to enter the contest now!

 



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