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!

 

Art Cars in the Age of Experience

By Neno

Every year, the most famous endurance race in the world occurs two hundred kilometers southwest of Paris. It upholds the traditions of sportsmanship and the quest for performance: Le Mans 24 Hours. At its 90th anniversary last year, OAK Racing paid tribute to the long history of the event that partly runs on public roads being closed during the race. The renowned Le Mans-based team, specializing in sports prototypes, gave the green light for the creation of an “Art Car” competing in the race and at the same time promoting safety on the race track as well as on public roads.

Anne Asensio and Fernando Costa

Art uniting Ambition

Dassault Systèmes supported OAK Racing by putting its technology and knowledge at the service of design, research, education, culture, and artistic creation, becoming an ambitious player in the cultural sector. All innovation should challenge convictions, ask questions about the past and the future, and step aside from well-trodden paths: that’s why DS partners with artists, for whom questioning and innovation is a driving force.

It was therefore a meeting of minds when Jacques Nicolet, owner of the OAK Racing team approached Dassault Systèmes’ Design Studio for a fascinating project, joining forces with an artist passionate about motor sport, endurance, and especially the Le Mans 24 Hours. This trifold collaboration used design as a bridge between art and performance.

The Artist

Fernando Costa created an art masterpiece, combining the spirit of Le Mans 24 hours race and the focus on road safety. He used his favorite material, recuperated road signs, which he assembled and welded in order to transform a race car into an artistic sculpture.

Costa inserted 1,000 rivets into the carbon chassis of the OAK Racing team’s LM P2 car. Prior to becoming the basis of this art car, this chassis ran Le Mans 24 Hours four times and finished in the top three, in 2008 and 2010. So, one could say that since its inception, this artistic object has been inspired by the history of Le Mans 24 Hours.

Fernando Costa OAK racing art car

Image courtesy of DPPI

The Art Car & The 3DEXPERIENCE

Thanks to the Dassault Systèmes Design Studio, a design team incorporating design thinkers, user experience designers, 3D designers, graphic artists and engineers, the work of art was transferred to the livery of the racing LM P2. After having shot precise pictures of all the road signs composing the Art Car, the team created a flat pattern of the body. Keeping the integrity of the artist’s expression while turning it into a completely flat representation was a real challenge that required both artistic and technical expertise. This difficulty was increased by the Art Car’s curves, which added complex effects according to the perspectives and light situations. Finally, the creation of this virtual livery enabled them to produce an adhesive film with the appropriate reproduction of the sculpture to cover the LM P2’s bodywork. Hexis, a manufacturer of self-adhesive vinyl films and digital printing media for large format inkjet printing, accomplished this part of the contribution.

At the Festival Automobile International 2014, both the real Art Car and its virtual mock-up were displayed together for the first time!

A new era for car design has come

Performing design work on the OAK Racing Art Car project, Dassault Systèmes really wanted to become involved in an approach creating a relationship between Art and Technology. While respecting Costa’s original creation and the sculptural aesthetic, they supplied expertise and creativeness by producing the robe of the Art Car in 3D Mapping, which involved putting material and colors of the original work on the complex surfaces of the racing prototype. This work required a keen sense of observation as well as understanding of the volumes aligned, to sure judgment of the graphic composition and mastery of the numeric tools.

Fernando Costa and Dassault Systemes Design Studio team

Image courtesy of DPPI

As Anne Asensio, Vice President Design Experience of Dassault Systèmes, puts it: “It’s the beginning of the understanding that there’s something beyond styling and design and the collaboration between design, engineering and technology. It’s about a large ecosystem of people providing all the systems together, and Dassault Systèmes is right there.

We can enable any of those stakeholders to create industry-wide solutions. We work for the car industry to give them the best tools to get beyond beautiful cars, to cars that are smart and deliver beautiful benefits for citizens, whether they are living in the city or in the middle of nowhere.

That’s what we call the 3DEXPERIENCE. It spreads from the creative world, with the imagination to see what’s happening, to engineering, simulation and all the way to marketing and sales, and answering how to sell and connect the car to the user.”

The perspectives for the new designers’ generation

Anne Asensio added: “Future generations will get their cars directly through the internet, not the showroom, and the way they will use their car will include things like near-field technology to change their experience.

We want new designers to have this kind of mindset. The younger generation doesn’t have to worry too much; they just need to sell their talents as designers, as they have that digital background. Solutions designed by engineers are going away, to be replaced by a more application and user-friendly design. We have a new type of car designer that is not focused on delivering beautiful skin, they are after experiences and are eager to participate with the car industry.”

Whatever generation you belong to: how would you perceive this mindset change? How do you interpret Anne’s vision about focusing on the user experience as your design priority?

Infographic: Paris 3D Story

By Muriel

The story could begin like a tale “Once upon a time, men who built Paris day after day, decade after decade, century after century…”, but in our case the story is told differently. It goes back in time and shows Paris in 3D to live a unique experience that allows us to discover and understand how historic monuments have shaped this extraordinary city.

Whether we are visitors, readers, historians, experts, technicians, directors, actors or Internet users, we were hundreds of thousands aficionados have participated in the Paris 3D adventure. This great 3D Experience continues and offers virtual immersion into the heart of Paris at different times, ranging from Gallic period to the late 19th century. Famous Parisian monuments already digitized in 3D for Paris 3D will be regularly enriched with new 3D historic buildings to enhance the virtual mock-up representing the real World Heritage sites now shared anywhere at any time.

Although one of the adventure highlight was the live Paris 3D event on September 29, 2012 in front of the Paris City Hall with 15,000 visitors, films co-produced by Gedeon programmes, Planete+ and Dassault Systèmes, a book edited by Flammarion, and online and iPad applications are still generating growing public interest (Paris 3D video). As of today, the iPad application has been downloaded 130,000 times and the dedicated Paris 3D website has seen 350,000 visits. The attached infographic illustrates Paris 3D experiences where figures and information represent people involved as well as technical and historical topics. Enjoy the picture!

I confess that one of my favorite monuments in Paris is the Eiffel Tower, not very original :-) . What is you preferred one and does the 3D Experience increase your passion for it?



Page 1 of 612345...Last »
3ds.com

Beyond PLM (Product Lifecycle Management), Dassault Systèmes, the 3D Experience Company, provides business and people with virtual universes to imagine sustainable innovations. 3DSWYM, 3D VIA, CATIA, DELMIA, ENOVIA, EXALEAD, NETVIBES, SIMULIA and SOLIDWORKS are registered trademarks of Dassault Systèmes or its subsidiaries in the US and/or other countries.