Will You Join Me
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Will you join me? Zigmund Rubel, AIA
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Transcript of Will You Join Me
Will you join me? Zigmund Rubel, AIA
Will you join me? Learning Objectives !!Discern the value of Data Driven Design in how it
would benefit the attendees practice !!Evaluate whether a systems engineering methodology
is correct for building design and construction !! Identify non-traditional alliances to determine whether
new project delivery models are right
Change From the
start
What happens
after 2030?
High Performance
Process
Low (Experience)
Likelihood of knowing How it needs to be done
High (Ability)
Low (Precision)
High (Certainty)
Likelihood of the client
knowing their needs
Complex System / Solution Simple
System / Solution
Value
Should we change?
Commodity
Are we here today?
Will we be here tomorrow?
Low (Experience)
Likelihood of knowing How it needs to be done
High (Ability)
Low (Precision)
High (Certainty)
Likelihood of the client
knowing their needs
Change how?
Incremental
Revolutionary
Intersections for
innovation
Purpose of
technology?
Technology’s current purpose
BIM!
Technology’s current purpose
bIm
Data
Information
Knowledge
Experience and Know-how
Relevance and Meaning
The II in BBIIMM is?
Images / content courtesy of !Jim Bedrick, AIA, Webcor Builders!
BBIIMM – One version (MMIIBB) 1.! Demonstrate design intent
through the creation of a digital model
2.! React to extracted information
3.! Build the building Is this data driven?
Data reaction method
BBIIMM – Another version (IIMMBB) 1.!Provide design intent information / knowledge
2.!Mechanize the design through many data models
3.!Realize the building through computational efforts Is this data driven?
Yes
What’s the difference in a data driven model compared to what I do now?
MIB Driving design intent to a
confederated model of information
What’s the difference in a data driven model compared to what I do now?
IMB A human generated data model mechanizing the design intent
The value BBIIMM is recognized for in the AEC industry
0% 20% 40% 60% 80% 100%
Construction monitoring!
Phasing and scheduling!
Record models!
Cost estimation!
Shop drawing coordination!
Sustainable design!
Marketing!
Clash detection!
Visualization!
18% 27% 27%
33% 36% 39%
48% 61%
88%
What benefits of BIM integration does your business see?
Source: DesignIntelligence Technology Survey May/June 2008 www.di.net
Renewed Alliances
Alliances with who? (1 / 90 rule)
Content Source: Jakob Nielson!
Amount of Content 1% - Provides 90% of the content
9% - Provides 9% of the content
90% - Provides 1% of the content
Content Creator
With Academia
Being an Entrepreneur Most entrepreneurs start businesses where the opportunity for success is small with low profitability
" !Likely profile: " ! Age Percentage
" !25- 34 12.8% " !35-44 26% " !45-64 45.6% " !Percent of
Architects Self Employed – 31.45%
Content Source:!The illusions of Entrepreneurship, Scott A. Shane!
Being an Intellectual Entrepreneur You must be willing to take your business processes apart and re-build by eating the good and taking away the bad to be innovative and successful
" ! Silicon Valley water cooler chat
" !Enabler Model " ! Facilitate
entrepreneurial people and teams
" !Advocate Model " ! Reinvigorate and or
transform business units
" !Producer Model " ! Exploit crosscutting or
disruptive opportunities Content Source:
Grown from within: Wollcot & Lippitz
Project teams
Strategic Efforts
Disruption
Fabrication " !Today we build the
majority of our projects on site
" !Tomorrow we will leverage dormant
factories with re-tooled machines and super
productive constructors
Image Source:!University of Stuggart, Institute of Computational Design!
Concept Design
Source: Eleftheria Fasoulaki, Integrated Design, A Generative Multi-Performative Design Approach, MS Arch
partial fulfillment, MIT, June 2008!
" !Today we manually drive design with
our tools!
" !Tomorrow we will have access to tools
that will save time, increase value and
drive design!
Excel Ecotect
Rhino
with System
Engineers
Systems Engineers / Servicing An interdisciplinary field of engineering
that focuses on how complex
projects should be designed and
managed
"!Aerospace "!Aviators "!Electronics "!Manufacturing "!Naval architects "!Process / Power
plants
Systems Engineers / Servicing
Concepts!
Solution!
Tool Box!
Requirements!
Keeping track is their difference
System dynamics verification through:
"!Modeling "!Simulation "!Optimization
Value!Program!
Design!
Building!
Model!
" !Today we use sophisticated electronic light tables!
" !Tomorrow we will have access to tools saving time and increasing value in one model through data driven design!
Their Tools
Their methodology – “V” cycle
The formulation of the problem is often more essential than its solution Albert Einstein !
Understand user requirements
Develop system performance specification
Design verification plan
Evolve Design Inspect from
design documentation
Fabricate & Assemble
Execute continuous
improvement plan
Conduct performance
specification test
Confirm user needs met
Machine!
Human!
Driver!
Practice Refactored
Thinking with abstraction in mind Need
Concept
Design
Construct
Words
Numbers
Design Model
Fabrication Model
Leve
l of
Dev
elo
pm
ent!
Ab
stra
ctio
n!
Correct by Construction!
Proposed “V” cycle for the building industry
Building the right building vs. Building the building right
Customer Needs
Business Modeling
Scheme Design
Detailed Design Implementation Plan
Fabrication & Assembly
Commissioning
Operation
Machine!
Human!
Driver!
Intent!Design!
Function!Numbers!
Purpose!Words!
Integrated!Industry!
Derek Parker, FAIA!
Customer needs - collecting design data
" !Today we assume our customer know what they want
" !Tomorrow we will confirm their needs through validation services
Functional space modeling prior to design
A
1:1 B
1:X
C
1:X
D
1:1
E
1:X F
1:X
!"#$#%&'(
!)*+#,-.(
!"#$#%&'(
!)*+#,-.(
Functional space modeling prior to design
" !Today we assume our customer knows how they want to operate their building!
" !Tomorrow we demonstrate operational efficiency through data driven design! Duration in hours!
No. of!Days!
Operational Efficiency!
Duration in Minutes!Customer Experience!
No. of!Exp!
Design as a value add " !Today we sell
hours!" !Tomorrow we sell
creativity, experience, business thinking, high
performance and durability!
Future change
Changing what?
IMB!Form follows function transitions to
Data driven design
Acting on?
IMB!Change the way we practice by
repurposing proven tools from other industries
Join me doing?
IMB!Building the right building by
Information Mechanizing Buildings through a systems engineering process
?!+!Answers
