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.

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.

 

 

AEC and the Future of Design

By Akio
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Design In the Age of Experience

DESIGN IN THE AGE OF EXPERIENCE™ is happening April 4-5, 2017 in Milan. This gathering of members of the global design community is an exciting opportunity to exchange best practices and explore industry trends.

AEC professionals attending in person or following along online will benefit from the conversations and experiences we have planned.

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Apr 4-5, 2017 | #3DEXPERIENCE https://ctt.ec/Te1nf+

Trends in Design

We will explore 4 major forces driving the evolution of design today:

Designing Experience

Virtual reality enables designers to model complex products, buildings, infrastructures or even cities within their own virtual environment, and experience them before they even exist.

Design is Tribes

Design is social and collaborative. We draw inspiration from the wealth of talent and creativity in the ecosystem, driving co-creation for identity-changing experiences.

Design is Science-Driven

Automation and generative design technologies mimic the beauty of nature to accelerate and sustain the innovation process.

Design is the Business Plan

Design affects the way consumers interact with products, giving rise to new business models in which modern ecosystems reinvent product purpose and a range of new applications.

AEC Session Content

Live sessions particularly geared toward urbanists and architects will include:

Mapping the Future of Global Civilization by Parag Khanna. (Day 1 Keynote Address)

Parag Khanna

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feat. @paragkhanna #3DEXPERIENCE https://ctt.ec/Iu5nq+

Putting Science at the Heart of Design to Generate and Simulate Innovation, featuring SHoP’s John Cerone, Associate Principal and Director of Virtual Design & Construction. Algorithms, data-driven analysis, simulation: generative design technologies are playing key roles in creating products, systems and experiences for a more sustainable world. (Day 1 breakout session: Design is Science-Driven, 5:40 p.m.)

Designing Experience breakout session, featuring architect Toshiko Mori, IED Director Riccardo Balbo, and Hiroshi Kobayashi. (Day 2 breakout session: Designing Experience, 10:30 a.m.)

Designing the Construction Experience breakout session, featuring CadMakers CEO Javier Glatt. (Day 2 breakout session: Designing Experience, 11:30 a.m.)

Biomimicry and Generative Design Strategic Discussion, featuring Martin Tamke of the Royal Danish Academy of Fine Arts, Schools of Architecture, Design and Conservation, and Chief Designer Toshiko Meijio. (Day 2 breakout session: Design is Science-Driven, 1:35 p.m.)

Disrupting Business Models in the Construction Industry, featuring CadMakers CEO Javier Glatt (Day 2 breakout session: Design is the Business Plan, 4:00 p.m.)

Download the full agenda for Design In the Age of Experience 2017

AEC Design Hackathon

Meanwhile, an exclusive 36-hour AEC Hackathon—a collaborative session between CATIA R&D experts and participants representing some of the world’s most progressive architecture firms—will culminate in prizes for the best designs created with CATIA on the 3DEXPERIENCE platform.

The results of the Hackathon will be revealed on Day 2 at 9 a.m.


Learn more and register for: Design In the Age of Experience

Design in the Age of Experience 2017 floor plan

Related Resources

AEC Industry Solution Experiences on the 3DEXPERIENCE platform

SHoP Architects Customer Case Study



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