AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Object-Context-Goal analysis
Prof. Dr. Christos Spitas
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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)
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
IDEAS AND SYNAPSESA systematic model for the design process: Ontology
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Visualising ideas
x
f
wxf=w
a value of an idea|a|a an idea and its name
b
a
a
b
c
d
e
a peer relationship (e) of ideas (a-d)
b
an idea (a) having another idea (b) as attribute
ora
b
c
d
a
e
truth-state of an idea
p
bodya complex idea (law)
law
or
or
displacement
force
work
formal simplified
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
x
f
w
force
displacement work
xf=w
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
ANALYSIS, HEURESIS, EVALUATION, CHOICE
A systematic model for the design process: Activity
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Experimental findings: Heuresis
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
OBJECT-CONTEXT-GOAL (OCG) ANALYSIS
Method
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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)
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
OCG ANALYSIS IN ACTIONCase Studies
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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!
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
PROCESS ANALYSISA systematic model for the design process
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Process convergence: what, when and why?
learn
make
waste of resources?
rushed development?
t
challenge: graduate the abstraction scale
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Process stage-gating, control of decision making
learn
make
coarse-grained decision:no/ vague modelsrough predictions
fine-grained decision:precise modelsexact predictions
... (everything in-between)
prior knowledge starting wish
stage-gates turn object into context
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Explicit Object-Context-Goal assisted decision-making
goal
goal
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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.
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
PRODUCT-PROCESS INTEGRATIONPoints of attention
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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)
AMP-EMBODYERASMUS Intensive ProgrammeDelft 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
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Measuring your processco
nten
t
proc
ess
anal
ysis
heur
esis/
idea
tion
eval
uatio
n
choi
ce
none
/ unc
lear
mor
e sp
ecifi
c
stati
c/ u
nkno
wn
mor
e ab
stra
ct
oral
exc
hang
e
writi
ng/ d
raw
ing
calcu
latin
g
sear
chin
g fo
r inf
o
silen
t/ u
nkno
wn
pass
ive/
apa
thic
stre
ssed
/ anx
ious
rela
xed
flow
good
/ pla
usib
le
uncle
ar
poor
/ mist
ake
content 1process -1 1analysis -0,3338 0,3338 1heuresis/ ideation 0,2036 -0,2036 -0,4738 1evaluation -0,1532 0,1532 -0,513 -0,2431 1choice 0,4838 -0,4838 -0,3486 -0,1651 -0,1788 1none/ unclear -5E-16 3E-16 -4E-16 8E-16 6E-16 -7E-16 1more specific 0,5844 -0,5844 -0,3068 0,1966 -0,1648 0,464 4E-16 1static/ unknown -0,0749 0,0749 0,2508 0,1867 -0,3051 -0,2373 3E-16 -0,4545 1more abstract -0,4854 0,4854 0,0516 -0,367 0,4503 -0,2146 -1E-16 -0,5172 -0,5273 1oral exchange 0,0016 -0,0016 0,605 -0,304 -0,284 -0,2237 6E-16 0,0083 -0,4368 0,4118 1writing/ drawing 0,5445 -0,5445 -0,3922 0,5111 -0,0805 0,0999 -2E-16 -0,0495 0,3127 -0,2532 -0,2517 1calculating -0,123 0,123 -0,3333 0,5599 -0,0342 -0,1162 -6E-16 0,4391 -0,1672 -0,2582 -0,2139 -0,1307 1searching for info -0,2982 0,2982 -0,0834 -0,4076 0,3339 0,2054 -5E-16 -0,2376 0,2852 -0,0474 -0,6104 -0,3731 -0,3171 1silent/ unknown -5E-16 3E-16 -4E-16 8E-16 6E-16 -7E-16 1 4E-16 3E-16 -1E-16 6E-16 -2E-16 -6E-16 -5E-16 1passive/ apathic 0,5007 -0,5007 -0,2053 0,2388 -0,27 0,3858 1E-15 0,8416 -0,3791 -0,4385 0,0975 -0,1318 0,3546 -0,2121 1E-15 1stressed/ anxious 0,5135 -0,5135 -0,4063 0,4869 -0,0319 0,0891 -6E-17 0,0392 0,2372 -0,2653 -0,2607 0,7546 0,1036 -0,3386 -6E-17 -0,2502 1relaxed -0,5985 0,5985 0,8307 -0,3936 -0,4262 -0,2896 1E-16 -0,5547 0,3821 0,162 0,3248 -0,3258 -0,2769 0,0925 1E-16 -0,5116 -0,3375 1flow -0,2856 0,2856 -0,4606 -0,2182 0,8978 -0,1605 4E-16 -0,3075 -0,2664 0,5493 -0,2955 -0,1161 -0,1535 0,4403 4E-16 -0,2837 -0,1871 -0,3826 1good/ plausible -0,0437 0,0437 0,1009 -0,5418 0,283 0,1425 -2E-16 0,0012 0,1615 -0,1563 -0,3268 -0,4485 -0,3251 0,7981 -2E-16 0,0866 -0,4164 -0,0604 0,3585 1unclear -0,2485 0,2485 0,1061 0,2132 -0,2322 -0,1327 4E-16 0,0638 -0,3674 0,2921 0,4797 -0,0173 0,4125 -0,6726 4E-16 0,0396 -0,0845 0,2398 -0,2791 -0,8086 1poor/ mistake 0,4627 -0,4627 -0,3333 0,5599 -0,1026 -0,0268 -7E-16 -0,1023 0,3105 -0,2008 -0,2139 0,7681 -0,1111 -0,2614 -7E-16 -0,2053 0,8205 -0,2769 -0,1535 -0,3812 -0,2357 1
AMP-EMBODYERASMUS Intensive ProgrammeDelft 8-24 July 2013, Netherlands
Measuring your process: detail
cont
ent
proc
ess
anal
ysis
heur
esis/
idea
tion
eval
uatio
n
choi
ce
none
/ unc
lear
mor
e sp
ecifi
c
content 1process -1 1analysis -0,3338 0,3338 1heuresis/ ideation 0,2036 -0,2036 -0,4738 1evaluation -0,1532 0,1532 -0,513 -0,2431 1choice 0,4838 -0,4838 -0,3486 -0,1651 -0,1788 1none/ unclear -5E-16 3E-16 -4E-16 8E-16 6E-16 -7E-16 1more specific 0,5844 -0,5844 -0,3068 0,1966 -0,1648 0,464 4E-16 1static/ unknown -0,0749 0,0749 0,2508 0,1867 -0,3051 -0,2373 3E-16 -0,4545more abstract -0,4854 0,4854 0,0516 -0,367 0,4503 -0,2146 -1E-16 -0,5172oral exchange 0,0016 -0,0016 0,605 -0,304 -0,284 -0,2237 6E-16 0,0083writing/ drawing 0,5445 -0,5445 -0,3922 0,5111 -0,0805 0,0999 -2E-16 -0,0495