1. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Object-Context-Goal analysis Prof. Dr. Christos Spitas

2. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Recall: Challenges Product Engineering is a subset of product development. Challenges, as explored previously, give rise to the need for systematic product engineering Advanced Embodiment Design systematises product engineering, aiming to increase its success rate by maximising impact of prior knowledge, time, human and other resources (i.e. computing/ product validation possibilities)

3. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Q: What is the rate that new products fail? For every seven new product ideas, about four enter development, 1.5 are launched, and only one succeeds (Cooper, 2011). Recall: Importance

4. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands The human The business The product The rest of the context/ world Product Engineering robustness context relevance quality of ideas usability, ergonomy Safety market relevance qualified process ownership cost-price brand identity consistency

5. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands IDEAS AND SYNAPSES A systematic model for the design process: Ontology

6. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Defining ideas Anything currently/ potentially present to consciousness ‘Currency’ for cognition Idea comprises of – Name – Attribute(s) (ideas) – Value (idea) Null idea No genetic inheritance: emergence Different levels of abstraction

7. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Classifying ideas: Ontology vs. Activity Ontology – Topology – Structure – Shape – Colour Exists True/ False Activity – Event – Function Happens True/ False Conceptual Unification It is what it does/ does what it is Clear design intent in final product Simplicity, elegance

8. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Visualising ideas

9. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Mathematically representing ideas Idea comprises of – Name – Attribute(s) (ideas) – Value (idea) Design can be fully recorded, reported and understood i.e. SHAFT – (list (solid) (cylinder)) – (list (solid) (cylinder (list (diameter 3.20mm) (length 8mm) ))) ‘Value’ visited in next lecture

10. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Organisation of ideas: Synaptic Networks Ideas ‘connect’ to each other through common attributes Forming larger networks i.e. abstract knowledge/ general laws connect to our product, producing more knowledge, which is product-specific

11. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Building an idea network

12. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Design in terms of the creation of ideas and synaptic networks Analyse wheelbarrow Adapt to snow – Analyse snowboard Adapt to heavy weights – Analyse cart Adapt to high speeds – Analyse bicycle Adapt to... – Analyse Segway ground soft snow hard ground link

13. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands ANALYSIS, HEURESIS, EVALUATION, CHOICE A systematic model for the design process: Activity

14. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Operations and manipulations of ideas Analysis – ανάλυσις (to take apart) – substitution, mapping – same or higher abstraction Heuresis – εύρεσις (to find) – discovery, mapping, (analogy, synthesis)... – any level of abstraction Evaluation – establishing the (unknown) value of ideas Choice – fundamentally from affective domain!

15. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Experimental findings

16. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Experimental findings: Heuresis

17. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands OBJECT-CONTEXT-GOAL (OCG) ANALYSIS Method

18. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Object-Context-Goal classification goal-related ideas (i.e. our wishes, requirements) object-related ideas: all those (possibly) subject to our intervention and/ or choice (i.e. the product description) context-related ideas: all not subject to intervention (i.e. the laws of physics, materials availability, market culture)

19. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Identify ideas given idea at any level of specification state of the art goal context other interim ideas (i.e. ‘criteria’, ‘insights’ etc case-specific/ volatile ideas) ‘things’, systems, components

20. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Identify and evaluate OCG networks given idea at any level of specification state of the art goal context other interim ideas (i.e. ‘criteria’, ‘insights’ etc case-specific/ volatile ideas) ‘things’, systems, components

21. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands OCG ANALYSIS IN ACTION Case Studies

22. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands

23. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 1/9: Burger King Pokemon container Massive original success Turned out that hemispherical halves posed suffocation risk Product recall Challenge: Safety!

24. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 2/9: Breakfast mates Did not deliver ‘on-the- go’ promise (cold milk?) Poor packaging ergonomics Challenge: Usability! Challenge: Ergonomy!

25. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 5/9: Space shuttle Risks addressed through inspections & rules Gasket failure at low temperature during lift- off Catastrophic failure 32-month stop Challenge: Robustness!

26. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 6/9: Apple Lisa Pioneering GUI High-quality Cost 50M$ in hardware and 100M$ in development Sold only 10,000 items, brought 100M$ Challenge: Cost-price!

27. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 7/9: Apple III Misplaced involvement by marketing department in product engineering Unusable upon release Pulled and rereleased 1 year later Challenge: Qualified process ownership!

28. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 8/9: BiC safety lighter Forcing functions impair usability Child safety bypass gets the most Google hits! Challenge: Quality of ideas! Moderation in the use of design means!

29. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 9/9: Itera all-composite bicycle Volvo, tech-push Failures non-serviceable Incompatible to other bicycles Production ended after 30,000 items, stock sold to Caribbean Challenge: Context- relevance!

30. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands PROCESS ANALYSIS A systematic model for the design process

31. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Process convergence: what, when and why? learn make waste of resources? rushed development? t challenge: graduate the abstraction scale

32. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Process stage-gating, control of decision making learn make coarse-grained decision: no/ vague models rough predictions fine-grained decision: precise models exact predictions... (everything in-between) prior knowledgestarting wish stage-gates turn object into context

33. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Explicit Object-Context-Goal assisted decision-making goal

34. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Process = sequence of Activities Analysis – identify first-level attributes – assign as attributes Heuresis – ‘Idea watching’ (let emerge) – mapping/ transformation (analogy/ interpolation/ extrapolation, synthesis) Evaluation – identify/ calculate values Choice – ‘listen’ to internal process

35. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands METHODS Points of attention

36. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands What to do with methods taught in areas of expertise? Use at appropriate time, in clear and focused way. Methods are taught irrespective of when/ if needed: No spoon- feeding or pushing. Methods are integrated into the analysis, heuresis, evaluation, choice pattern. Show them as such. Question everything! Review yourselves! Synaptic networks help.

37. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands PRODUCT-PROCESS INTEGRATION Points of attention

38. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Vital aspects of product-process integration Situational awareness Let your situational awareness co-evolve with the data (ideas and values) Use OCG representations (incl. synaptic networks) to communicate intuitively; instead, ‘Making it simple’ often leads to OCG disconnect: Use less rigorous representations carefully Persistent knowledge Values are needed to qualify knowledge for re-use Knowledge (values) only valid when associations to the synaptic network are maintained Keep explicit: graphical representations and data sheets help (wiki/ linked notes)

39. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Object-Context-Goal (OCG) tips By advancing through stage gates, parts of the object become context, mark them! Keep sight of the goals at all times, evaluate in terms of OCG clusters Persistently identify needs (for ideas): needs drive the process Build stage-gates into your project: report on which objects become context & how goals translate Keep goals clear and at appropriate granularity/ abstraction Design = managing OCG clusters, make them explicit

40. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Measuring your process

41. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Measuring your process: detail