Inovation Engineering Episode 9 ppsx

Virtual Reality Technologies for Innovation 207 3. Focus of attention gets undivided. For the user, this is a mind defragmentation and this can imply among other things: cognitive enlightenment, a throughput, simplification, intuitiveness, globalization, forgetfulness and focus, efficacy, etc. Together, presence, imagination and mind bandwidth can make three constituents for building integrated value propositions in business model based on virtual reality technologies. The synthetic information and knowledge levels brought about by VR enhance a user’s understanding. VR brings a new type of cognitive reference ability in application systems, that, for instance, AI methods did not succeed in tacking smoothly. When virtual environments to tasks and outcomes are mapped, it is useful to consider the following three levels: 1. Identify tasks and objectives. 2. Perform a knowledge level task analysis (perceptual, cognitive, motion). 3. Match clues to technologies. This reveals the need for usability engineering. In the face of take-up by markets, three topical challenges face the development of virtual environments today: – Can VR make it possible to speak in the first person? In other words, can VR enable a self-identification in engagement? Not that we would ask identification and authentification of a user necessarily, but that the user must feel empowered by the VR system with a degree of intensity such that he can accept the transfer of consciousness through the system. Further to this, developers may want to consider building personalized locales. – Can VR generate new how-to knowledge? Two kinds of new knowledge can be generated: knowledge about “how to field VR”, called development knowledge, and knowledge about how to build good and best practices, called collective knowledge. – Can VR enable new business models? It has become clear that VR adds intelligence to communication. In a sense, VR “modulates” communication. This seems to reveal a marketing sweet spot that marketers may have not tackled yet. Yet, can we tell when VR becomes effective? A virtual environment is effective when users reach their goals, when the important tasks can be done better, more easily or faster than with another system, when users are not frustrated or uncomfortable, and when there is some measurable gain in targeted real world performance. Typical computing performance metrics such as speed of computation are really not important in themselves and, for instance, computing speed is only important insofar as it would affect a user’s experience or tasks. 208 Innovation Engineering: The Power of Intangible Networks 10.5.2. Perspectives In this chapter we presented what today may be the set-up of the enterprise around the “numerical chain of conceptualization”, why the enterprise must promote collaborative work through a virtual project and how it virtualizes its fundamental “professions”. This will help in sustaining a competitive differentiating advantage during the virtual era. We considered the challenges that the developer and the user face. Let us now see what virtual technologies hold for the future of numerical innovation. Since people are at the heart of the innovation processes, our efforts will have to focus on them with the aim to create intelligence amplifiers, which means allowing people to consciously assemble ideas, information and knowledge in order to result in virtual concepts for innovative products and services. Immersion will, for instance, amplify creative skills as it can improve the quality and quality of sensation as a result of being present in a virtual environment. People can obtain quicker loop feedbacks, react to those, and therefore accelerate design and development cycles in significant proportions. If we examine the automobile sector, where design to market cycles constitutes the major competitive battle among automobile companies, we begin to take the measure of what virtual reality can mean in terms of competitive advantages: the mastership of innovating time-to- market processes. Incredible gains can be obtained by those who will master the virtualized processes of engineering. The immersion of people in a virtual environment can be split up into sensory immersion and psychological immersion. Today, sensory immersion is mainly based upon vision. Although we once believed that the virtual reality helmet was the panacea of the field (see Figure 10.5), enterprises nowadays prefer giant projection screens or “CAVE” 4 that do not limit users’ movements in the virtual environment (see Figure 10.3). Nevertheless, new HMDs are now better engineered and offer a low cost and portable solution for some applications. 4 Large cubes of which the 4 to 6 faces are projection screens which allow the immersion of one or more users in a virtual environment. Virtual Reality Technologies for Innovation 209 Figure 10.5. Virtual reality immersion helmet with movement-sensitive glove The sense of vision is often completed by that of audition because the spatialization of sound today is very well controlled even if it requires additional processing and computing power. However, new developments in audio rendering reduce the costs and the complexity for delivering compelling 3D sounds in VEs. Haptics and force-feedback sensation have also been the subject of much research. The feeling of contact, burden, kinetics or deformation of an object does build the notion that the user is in the presence of a virtual object. The current goal is to increase the field of maneuver for the user which usually remains very limited with a force-feedback arm (see Figure 10.4). This can be achieved, for example, through systems with nylon threads such as the Spidar of the Precision and Intelligence Laboratory (PIL) of the Tokyo Institute of Technology (see Figure 10.6). The sense of light touch is also the subject of researches but it is more difficult to apprehend, given the complexity of the human skin. Figure 10.6. Force-feedback mechanical interface, the Spidar 8 (photo: PIL) 210 Innovation Engineering: The Power of Intangible Networks Smell is also a very powerful sense that supports immersion. We simply have to remember our reaction when, in the street, we catch the smell of a croissant shop equipped with computerized diffusers of synthetic smells. As for a perfumery, research makes it possible to constantly broaden the range of the available smells. These mostly arise in the form of oils diffused rapidly by computer driven fans. The question of spatialization of the smells like that of sound is yet unsolved. The first interfaces allowing us to simulate the taste of a virtual product have just appeared in laboratories. They will perhaps someday allow us to test virtual dishes and to obtain complete sensory immersion for users of VR. The psychological sense of presence is what is commonly used to describe the intimate feeling that users “exist” within the simulated situation of the virtual environment. This sense is closely linked to the cognitive schemes 5 integrated since childhood and to the users’ imagination. Video games constitute a good example of psychological presence that it is possible to trigger in users. The need for psychological presence can even become pathological in certain gamers, or even, according to a recent and worrying Japanese study, modify the players’ mind, called game brain and trigger violence in their behavior. Fortunately, the psychological presence in virtual environments has many positive effects, which explains why the subject is intensively researched in the field of the psychology for the treatment and rehabilitation of certain pathologies. The treatment of phobias (fear of spiders, fear of the void, fear of flying, agoraphobia, etc.), memory disorders (following a head injury for example), behavioral disorders (bulimia, anorexia nervosa, etc.), rehabilitation of people with post-traumatic stress disorder (PTSD) (soldiers returning from battle) are some examples of clinical targets in which interactive virtual environments have been used. The results of such therapeutic research also benefits from other fields. They indeed make it possible to understand and validate environments intended for other uses. Which are the colors, the sounds, the images, the smells which are going to support the well-being and effectiveness of users in order to enable them to carry out their tasks under optimal conditions? In addition, which are the sounds, the images, the effects, the angles of vision which are going to give rise to strong emotions? 5 The notion of design is the one proposed by psychologist Jean Piaget [PIA 79]. According to him, by analyzing the birth of intelligence of the child, particularly in its sensori-motor dimension, design constitutes a means of the subject through which situations and confrontation to objects can be assimilated. Virtual Reality Technologies for Innovation 211 The study of feelings of sensory and psychological presence of the user of the interactive virtual environment arose from different fields of scientific research: psychological, neuropsychological, industrial, etc. Increasingly, worldwide research laboratories have studied these issues. Their efforts, in our opinion, are going to allow the development of powerful tools which will make it possible, in the field of innovation, to amplify the creative capacities of the ideating teams. 10.6. The challenge ahead This product of which I always dreamed is there, in front of me. I catch it, I feel its weight, the touch of its material, I try it, I test it, I assess it sensorially and psychologically. If it suits me, I will buy it… as soon as it will really exist. The claim: “I dreamed about it, X made it” can be fulfilled. The interactive virtual environments, inserted in the numerical chain of conceptualization, allow the sublimation of the innovating capacity of conceptualizing teams. Virtual reality is not a simple technology, it is a method of “perception” and interaction, which underlies the arrival of new data-processing paradigms, liable to invade our daily life in the next 5 to 10 years, and to justify new methods and practices of relations between people and system, people and nature, people and their peers in long- distance and long-term relationships. Will VR someday understand the user? In the IT business, usability is crucial as many potential customers are simply afraid that they will not be able to “figure it out”. Who will use the system is as important to the development team as to have a realistic view of the users. Users’ characteristics encompass factors such as age, education, language, motivation, domain knowledge, knowledge of computers, etc. Moreover, usability covers these three aspects of: – efficiency: requires an appropriate level of ration performance/resources; – effectiveness: task is completed to an appropriate quality level; and – satisfaction: the one the user experiences in doing the task. If users cannot complete their tasks efficiently and effectively, the system is somewhere faulty. The usability principles, as derived from Universal Design Principles, cover these 10 points: 1) Real fallback and realism – the metric that gets used all the time. 2) Navigation – I can find my way around. 3) Functionality – I can do what I need to. 4) Control – I am in charge. 5) Language – I understand the terminology. 6) Help and support – I can get help when I need it. 212 Innovation Engineering: The Power of Intangible Networks 7) Feedback – I know what the system is doing. 8) Consistency – I do not have to learn new tricks. 9) Errors – Mistakes are hard to make and easy to correct. 10) Visual clarity – I can recognize things and the design is clear and appealing. With the approach of the virtual era, which will follow the epoch of communication from 2010 onwards, and according to Malo Girod of Ain [GIR 05], these questions will probably be solved. The process of global virtualization of numerous professions has already been undertaken with commitment. This new phase will likely experience many more flourishing innovations than the previous one which, however, saw the birth of electronics and trips to space being born. Let us not doubt the capacities of virtual technologies in order to endorse this challenge. Chapter 11 TRIZ: A New Method of Innovation 11.1. Introduction Due to the markets’ saturation and the broadening of the consumer base, companies are constantly improving their production and are launching new products and services. As such, a systematic and rigorous process for designing new products has to be implemented [MOL 70]. For this, knowledge and mastery of a large number of factors is required. Amongst these factors, the two parameters that are indispensable when the business is in a highly competitive field are the tools and methodology to be implemented. It has been noted that the tools in the “tool box” of the designer are in abundance [VAD 96] and that he has a wide choice when a new design project with the specific criteria of innovation is assigned to him. In this chapter we would like to describe the principal components of the “tool box” that are needed to implement an innovative action. This will, on the one hand, help to determine if a new methodology is valid and, on the other hand, will prevent the designer from using only his intuition to ensure continuity in his own approach to designing. 11.1.1. Product designing methods “Organizing the designing means methodically programming the process and at the same time not hindering the creativity of the designer: that is leaving one bit un- programmed, a bit of disorder in process management, a bit of chaos in the order” [CHR 95]. Chapter written by Darrell MANN and Pascal CRUBLEAU. 214 Innovation Engineering: The Power of Intangible Networks The combination of constant new demands of the market and technological progress forces companies to rapidly renew their products by using the best suited technologies as much as possible. For designing, engineers have explained their designing processes and have identified the progression fields [LEC 92]. The designing process satisfies three unavoidable requirements: cost, time and quality, but today, these do not suffice to have a competitive edge on an area of a given market; the new product has to be innovative [CRU 02] (see Figure 11.1). Besides this, tools and structured processes are indispensable. However, they have to be used judiciously so as not to inhibit one of the essential components, which is creativity. Figure 11.1. New requirements of the market 11.1.2. An important stage The efficiency of the design tools can only be optimized through collaboration between the principal actors in the designing of products. We must not forget the thing which is the key in identifying any innovative solution: creativity. “Creativity is a major human capacity, it consists of bringing forth new forms, […], creativity brings out new information, sometimes surprising and disturbing” [VID 98]. For a long time inventing, or more generally creating, meant discovering. The discovery was therefore an object, or a hidden phenomenon which existed quite independently of the researcher. Inventing therefore meant finding the place or the path to follow, as one would for a treasure. INNOVATION COST TIM E QUALITY TRIZ: A New Method of Innovation 215 Systematic economic requirements have changed this traditional framework. Creativity is more firmly entrenched in a general designing system. The processes of creativity use various methods at different stages of the designing process. Here we differentiate systematic methods from random methods. Systematic methods such as general combinatorial analysis, morphological analysis and discovery matrices are appropriate for simple products made up of fewer components and which can be modified in an innovative way. Using a discovery matrix for a complex product is long and meticulous, but it can, however, help explore systematically all the possible combinations. Random methods such as brainstorming or metaphorical method reject rationality in favor of the creative powers of each individual in a design group. These methods are most productive in terms of number of identified designs if the different applicable tools are rigorously used. Just as examples, we can recommend some methods that could be defined before beginning a brainstorming session: – no censoring of another person’s statements as well as one’s own; – priority for research of verbal associations, even absurd ones; – etc. This method has to be developed by an expert whose competence is a key factor to its success. 11.2. A deterministic vision of future technologies 11.2.1. General introduction TRIZ is an innovation technique or more precisely a theory for solving invention problems. This method has been favored by a large number of companies all over the world, whatever their sector of activity may be. It capitalizes on the knowledge of genetic analysis of the products as well as the prospective methods such as historical analysis. This step is at the same level as the creativity methods [CAV 99], the main objective, in its initial version “classic TRIZ”, is to encourage emergence of ideas, provide rapid design solutions [IDE 99a] (see Figure 11.2). 216 Innovation Engineering: The Power of Intangible Networks Set of solution designs for a reliable choice Exhaustive set of solution designs solutions considered Time Critical date Starting Date Definite decision Forced decision Method emerging from empirical Designs from TRIZ Number of Conventional methods Figure 11.2. Importance of the controled development method This method was created in the USSR in 1947 at the behest of Genrich Altshuller. The main factor of its success, associated to this theory by the users, is the speed of mastery of the tools. This theory is based on technological realities (see Figure 11.3) and can be applied in all the different industrial sectors. Figure 11.3. Position of TRIZ in the tool box of the designer Low Usage High Usage Technological Realities Pure Psychology Vision Role Playing Identification Random methods Lateral thinking Analysis Six Hats Method Trigger Synectics Circeps F.A.S.T. of creativity Morphological analysis Check lists TRIZ Brainstorming Analysis of patents [...]... evolution of different systems [ZLO, ZUS 99 ]: – specific technological systems and all the technologies; – specific sciences and “the” science; TRIZ: A New Method of Innovation 2 19 – the different social groups and companies; – the arts; – etc Hereafter we will describe the main laws and some lines of evolution such as they exist in current literature [IDE 99 a] with the objective of highlighting the... indispensable means by which companies can distinguish themselves from their competitors [BIE 94 , DEL 00] Research in productivity and subsequently in quality was the vision after the end of World War II, and the trend continued up to the 198 0s and 199 0s The objective has always been to produce more in less time [ZIR 96 ], but the advent of new modes of communication, the improvement of transport or, better... to auto-generate 2 Collaboration under the form of “contract of research” 3 Studio Créatif of FT R&D has been around since 199 9: http://p-www.rd.francetelecom.fr/studio- creatif; we can also find a description at the following address: http://www.fing.org/index.php?num = 191 8,3 ,9, 11 C4 Innovation Method: A Method for Designing Innovations 235 the problems and to find solutions to these problems The... dematerialized The second change is only a consequence of the first; since the end of the 199 0s, computers came to accelerate these exchanges The first great software in this field, Lotus Notes, appeared 10 years earlier; we then talk about CACT/CACW (Computer Aided Collaborative Task/Work) Serge Levan [LEV 99 ] draws up a list of four categories of the work tool CACT: – tools of basic communication... improve characteristic “A” leads to the deterioration of another characteristic “B” 218 Innovation Engineering: The Power of Intangible Networks B A A B A B 11.2.2.2 Ideal situation An essential idea in TRIZ is that of the Ideal Final Result (IFR) This is the driving force of the development [SAL 99 ] The majority of the systems created by man are developed to satisfy the demands and needs of clients... company to impose mass-market policies during the 195 0s and 196 0s, which were relatively risk-free Its former status does not leave the company with the option to propose to its clients offers other than the supply of electric energy: therefore, there is no “EDFstamped product” as such In reality, since the end of the last century, the company, 226 Innovation Engineering: The Power of Intangible Networks... entire technology and/or of the market rather than of the specifics and resources of the given system This postulate can explain why many forecasting techniques proposed in the period between the 195 0s and the 197 0s were inefficient Most of them believed that forecasting had to be carried out by those who were experts in the system and had to be based on the information collected about the development... actually, design Sociology was first used in the study of opinion (about the nuclear image) then ergonomics was used in the conception of interfaces in industrial systems It was only towards the end of the 199 0s that they progressively (and only partially) turned towards the conception of mass-market products and offers They are now participating in the development of innovative projects However, it appears... formalize this process under the formalism that evokes the TRIZ theory [CAV 97 ], while completely conserving the specificity of the process (see Figure 12.4) In fact, our design process seeks to be maximally based on our reference domain: the everyday reality drawing on the universe of conception as soon as possible 232 Innovation Engineering: The Power of Intangible Networks Figure 12.4 Schematic representation... organ (see Figure 11.4) It should be possible to control at least one of the entities and each of the four entities should be present in the system and should fulfill the minimum of one function [IDE 99 b] Command ENERGY ACTION Prime Mover Transmission Actuator Figure 11.4 The functional components of a technical system 11.2.3.3 The postulates Postulate no 1: generation of change and selection Each . methods [CAV 99 ], the main objective, in its initial version “classic TRIZ”, is to encourage emergence of ideas, provide rapid design solutions [IDE 99 a] (see Figure 11.2). 216 Innovation Engineering: . competitors [BIE 94 , DEL 00]. Research in productivity and subsequently in quality was the vision after the end of World War II, and the trend continued up to the 198 0s and 199 0s. The objective. different systems [ZLO, ZUS 99 ]: – specific technological systems and all the technologies; – specific sciences and “the” science; TRIZ: A New Method of Innovation 2 19 – the different social