3d Communication In Npd

designing in the third dimension utilising 3d communication in product development

3D COMMUNICATION IN A COMMERCIAL SETTING

VISUALISING THE PRODUCT DEVELOPMENT PROCESS ON ANOTHER LEVEL 3D technologies are advancing at a rapid rate these days. Near photo realistic images are created for promotions, for films, and in the process of concept design. As technology continues to improve, these tools will become more powerful, easier to use, and more prominent in the business arena. 3D communication enables viewers to visualise objects, products, and ideas in a much more explicit manner. It develops past the esoteric drawings, sketches, and diagrams often used by designers and engineers. These vague and often misunderstood methods of communication pale in comparison to the simplicity and accessibility of 3D visualisation. The distinct visual reproduction of the proposed ideas in a 3D format gives the viewer an almost tactile view of the idea, with little to no technical knowledge or explanation needed. One of the areas in which 3D communication is rather useful is within the product development process. With the aid of 3D communication designers and engineers can give a visual representation of the final product, accurate to the smallest detail, months before manufacturing or machining has been completed. The use of 3D technology though, is not limited to complex engineering plans or extensive promotional images. Various advances in the user-friendly creation of 3D images and in modern computing power has enabled quick and easy 3D visualisation of products for many uses and users. The tools and abilities needed to demonstrate a 3D visualisation are now no longer limited to high-level designers and engineers within the company.

WITHIN THE PRODUCT DEVELOPMENT PROCESS 3D models of products let personnel from various areas in the company all see the same design on the same level. Rather than having different versions for design, engineering, manufacturing, marketing, and others; the product is available to everyone at the same time. This also enables greater collaboration and the ability to work in parallel, decreasing development times substantially. Within the product development process, there are various individual stakeholders that have different input levels at different stages of the product development process. From the CEO to the Product Champion, Customers, Designers, Engineers, Marketers, and others. Each have their own individual insights and expertise to add to the process, and each can benefit from the advances in 3D communication in different ways.

3D VISUALISATION GIVES THE VIEWER AN ALMOST TACTILE VIEW, WITH LITTLE EXPLANATION NEEDED... 3D communication these days goes far beyond the complicated diagrams, drawings, figures and tables that engineers and designers would traditionally use to communicate their product ideas. The 3D format is not only accurate in its representation, but is easily understood by anyone. Furthermore, modern computing has made it easier and quicker to use, by almost anyone.

WITHIN THE PRODUCT DEVELOPMENT CYCLE HOW 3D COMMUNICATION ADDS VALUE TO PRODUCT DEVELOPMENT

3D technologies can add value to a wide array of different areas in the business environment. But the product development cycle especially can benefit through faster development times, easier communication, and more accurate representation of ideas. Furthermore, it is not just certain parts of the process or certain individuals who can benefit. The entire cycle has various ways in which 3D communication can help improve workflow, understanding and collaboration. The product development cycle in itself represents the stages of a product. From initial idea creation, development and production, to the sale of the product, use by the customers, and even to what happens when the product has outlived its usefulness: recycling and disposal. It presents the product throughout its entire lifetime, enabling product developers and companies to set a vision for the future of this product. This cycle also highlights the range of stakeholders whom have an interest in the product at different stages. These stakeholders themselves will benefit from the easy and accurate communication offered by 3D technologies. Different professional backgrounds and levels of input are offered by each of these, but with 3D communication they have the ability to each see exactly the same product at the various stages of the process. CEOs can see how a product is progressing right from the initial stages, as ideas are thrown about and the project vision is still being cast. Not much further along, customer opinion panels can be set up to discuss potential product ideas - with the primary communication method being 3D visualisations. Separate aspects of the engineering of the product can be developed in parallel, both manufacturing and product design processes enabled through 3D technology and improved collaboration.

THE STAKEHOLDERS Various stakeholders with differing levels of expertise and input at each stage can benefit from the use of 3D communication and technologies. From the CEO to the customer, each is provided with an accurate view of the product in development from a very early stage, and each is given the chance to critique, comment and comprehend the ideas presented to them. Stakeholders that have interest in various stages of the process include: CEO / Management Customers Designers

Product Champion Suppliers Marketers

Envision Plan

Recycling

Concept Design

Maintenence

Detailed Design

Use

Product Lifecycle

Transport

Market Planning

Production Planning

Packaging

Testing

Ordering Assembly

Fabrication

THE PRODUCT DEVELOPMENT CYCLE HAS A RANGE OF STAGES THAT CAN UTILISE 3D TECHNOLOGIES As the product development cycle progresses, each stage brings with it a new range of stakeholders, personnel that have valuable input to the process and need to have the vision of the product communicated to them effectively and quickly. 3D communication helps this communication and comprehension to be as seamless and easy as possible.

ENVISION STAGE COMMUNICATING A VISION FOR THE NEW PRODUCT

Before any of the decisions have been made about specific aspects of the product, before designs are drawn up or features are articulated, the envision stage takes place. At this stage, ideas are more tacit than anything else. Feelings and indefinite hunches that are hard to explain, especially with mere words. This stage is the birthplace of the product, its aim and its purpose. More often than not, ideas in this stage are communicated through quick sketches on whiteboards, in comparisons with other products or technologies, or through eccentric storytelling, hand gestures and motion. These communication methods are carefree, but also have trouble in communicating specifics. Ideas are muddled and metaphors are confused. The ideal way to communicate these would be through basic 3D representations of the product.

RAPID 3D DESIGN An invaluable addition to the envision stage would be a simple method of sketching out ideas in a 3D format, accessible to anyone with minimal training. 3D sketches would be easily created, accurate, and understood much better than a mess of disparate scribbles on a whiteboard. The ability to annotate these with more sketches or with text will add value to the various stakeholders’ input. There is an increasing number of tools and technologies becoming available that move towards this goal. (See, for example, I ♥ Sketch opposite.) The 3D visualisation does not necessarily have to be final models or designs. Like the general feelings and ideas conveyed by gestures, words, and actions, 3D visualisations can communicate beyond a physical description. The development of ideas, feelings, concepts, themes, shapes, brands, mechanisms or technologies can all be achieved through creative 3D visualisation. The linking of two very separate ideas, or setting a theme around an object or another product can be communicated through visually morphing one product into another.

THE FUZZY FRONT END OF DESIGN 3D models themselves can be used as focal points for the fuzzy front end of design, for further idea generation and iterations. Various 3D representations can be useful at this stage to communicate an objective or help the creative process. These include: Previous products Colour schemes Product “mix and match”

Competitor products Technology “in its essence” Objects or themes

I ♥ SKETCH

SKETCHING 3D MODELS - LIKE DRAWING WITH PEN AND PAPER I ♥ Sketch is a 3D curve sketching system currently being developed at the University of Toronto. It attempts to bring the ease of pen-and-paper sketching to the 3D modelling arena. Current modelling systems have a steep learning curve and take considerable amounts of technical knowledge to manipulate correctly. Although not the first sketch-based modelling system, I ♥ Sketch is arguably the most accessible and ‘sketch-like.’ Systems utilising this type of modelling will help advance the concept development in various industries. In the initial (envision) stage of the product development cycle, having the ability to communicate an idea almost instantly in a 3D format will be invaluable. As technology progresses, systems will focus more on ease of use, and quality 3D design will be more accessible to product development teams earlier in the process. For more info about I ♥ Sketch, including a demonstration video, visit their website at: http://www.dgp.toronto.edu/~shbae/ilovesketch.htm

© 2008 University of Toronto. http://www.dgp.toronto.edu/

AS TECHNOLOGY PROGRESSES, 3D DESIGN IS BECOMING MORE ACCESSIBLE, FOR ANYONE TO USE Technologies such as I ♥ Sketch are just the tip of the iceberg as the computing power and level of expertise needed decrease more and more. The development of such tools not only makes it easier for the designers and engineers that are experienced in such areas, it essentially democratises the design process; opening the doors for so many others to contribute their ideas to the world. In an age of collaboration and grass roots creation, the richness of ideas then blossoms.

PLANNING STAGE

ALLOCATING RESOURCES, MAKING THE IDEAS EXPLICIT Once the ideas have been cemented, the vision has been set, and the product has a minor foothold in the company, the planning stage comes into play. At this point there is a set product and purpose, but the project still needs to achieve buy-in from key players in the company. Resources need to be allocated, time lines need to be set, and key stakeholders need to be approached to ensure that the project has a successful future. At this stage, communication is a lot like that in the envision stage. Ideas communicated are rough and visionary rather than explicit and detailed. This requires once again a degree of freedom in expression, one that can be helped along by visualising themes, ideals, and overall goals. At this time also the marketing department need to finalise, or at least make explicit, the functions of the product; the specific benefits and features. This task, more often than not, will take a fair amount of collaboration between departments: design, engineering, management and marketing. This is a great chance for the interactive features - adding notes, sketches, and further ideas to simple 3D models - to enhance communication between the departments.

THE BENEFITS OF 3D COMMUNICATION IN PLANNING The planning of a product’s design, packaging, marketing materials, and various other aspects in a 3D format enables horizontal collaboration and knowledge-sharing. The use of 3D images and models can also be used as an effective communication tool, assisting in winning over key stakeholders. It enables the stakeholders to gain an early understanding of the product, one that would not be so easy to have if they were merely looking at plans, drawings and listening to verbal descriptions. Furthermore, the stakeholders can have early influence on the product; giving comments, feedback, and suggestions, and having a vital ‘ownership’ stake in the product.

STAKEHOLDER BENEFITS CEO / PRODUCT CHAMPION: The benefits here include the quick communication of ideas through visuals; the CEO not having to read through mountains of text, but just quickly review the main aspects of a design. An additional advantage also can be had with inline note-taking on the design; adding features, suggestions and sketches as the CEO sees fit. DESIGNERS: Rough prototype models can be created and re-created quickly and efficiently with tools such as I ♥ Sketch. Also, a library of previously-created CAD models can be utilised to quickly sort and test various parts and designs.

VIZSEEK HOTSPOT FINDING 3D MODELS FAST

Vizseek is one of a few companies dabbling in 3D search technologies. Their system holds over a million different products; 3D and 2D models and plans that are fully searchable. Not only text-searchable, but sketch searchable. Draw up a quick sketch of the part needed; a bracket, cog, wheel or anything, and Vizseek’s technology will cross reference it with their own database to find you a match. Product Developers can pick and choose 3D models and parts for products at whim. This allows product development in the design or planning phase to progress much faster. The interchangeability within a library of parts such as this also brings a further dimension to the product development process, standardised parts can be searched through and utilised from the initial stages. It also provides a basis of representative materials and models, should the design time of a proposed product be too inhibiting for quick pitches or presentations. Check it out at: http://www.vizseek.com/Info/vizseek.aspx

TIME COMMITMENTS DECREASE SIGNIFICANTLY WITH THE USE OF 3D VISUAL REPRESENTATIONS. No longer do designers need to labour for hours just to provide a vague sketch or design for pitching to upper management. Not only are 3D design tools quicker than traditional methods, 3D model libraries enable the use of similar or representative models in order to provide a quick design for pitching or presentations.

INTO THE FUTURE

EMERGING TECHNOLOGIES IN THE 3D VISUALISATION SECTOR. The technologies and innovations in this sector are ever-changing, and growing at an unprecedented rate. More and more products and systems are introduced that enhance the 3D Product Development process. 3D CONFIGURATORS 3D configurator systems let the customer customise and choose the designs of their product from the comfort of their own home, with sophisticated 3D imagery and a wide range of the choices that product line offers. These are often used in conjunction with mass customisation systems. See usa.movingelements.com/3d_configurators.0.html

3D SKETCHING 3D designing is getting much easier, with the advent of sketch-based designing interfaces (see p7). Furthermore, modern video games are leading the way in user-friendly 3D model creation. Games such as Spore, Second Life and Little Big Planet have a large emphasis on usergenerated content. These games contain easy-to-use 3D model creators; stripping the options needed to the mere essentials, and automatically generating the rest. These are helping bring a whole new level of 3D development to the end-user, and the same advances in technology can be easily ported to product development situations.

© 2008 Sony Computer Entertainment Europe

© 2008 Electronic Arts

MICROSOFT SURFACE Microsoft Surface is a multi-touch screen system mounted as a table. It allows multiple users to physically manipulate content through hand gestures and movements. See more info at: http://www.microsoft.com/surface/

INNOVATIONZ

WHO WE ARE, WHAT WE DO INNOVATIONZ is a group that incorporates a large range of the areas related to innovation and New Product Development (NPD), bringing together designers, engineers, academics and researchers, and the business people at the cutting edge of innovation in New Zealand. We aim to stimulate innovation and new approaches to NPD. Our projects are aimed at integrating the disciplines of engineering, design and business through teaching research and practice. We have initiated an educational and collaborative infrastructure across technology, business and design. Developing excellence in design, technology and manufacturing know-how. Fostering manufacturing technology and engineering based products. Supporting export-oriented SMEs and helping them develop their capabilities.

FOR MORE INFORMATION

Contact: Dr Rainer Seidel The University of Auckland Private Bag 92019 Auckland 1142, New Zealand www.innovationz.org

FOR MORE INFORMATION

Contact: Dr Rainer Seidel The University of Auckland Private Bag 92019 Auckland 1142, New Zealand www.innovationz.org