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3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Immersive Experience along
the product lifecycle
David Nahon,
Immersive Virtuality Director
3DEXPERIENCE Lab,
Dassault Syst¨¨mes
2
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Outline - Extrapolating on 25+ years of VR in PLM, can we predict
what will happen in the next decade ?
? Intro: Immersive UX for PLM, only that ok ?
? iV
? PLM
? 6W History so far
?What have been and are the motivations of using VR and AR in Product Lifecycle
?Only 6 !!
? 6W Future & Conclusion
? 3DS Posture
3
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
The Sensori-motor loop
3DEXPERIENCE
4
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
virtualuser
If closed loop, strong
requirement:
<~ 20 msec loop
Courtesy Rolland Jouvent,
in ¡°Le cerveau Magicien¡±
Immersive
Virtuality (iV)
5
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
? The Horse is our
connexion to the real ?
From ? Le Cerveau Magicien ?, Roland Jouvent
6
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Courtesy Rolland Jouvent,
in ¡°Le cerveau Magicien¡±
Immersive Virtuality (iV) is a set of technologies, arts and
sciences that enables to physically immerse a user within
a virtual 3D world by providing both an enhanced presence
of the virtual world* for the user and
an enhanced presence of the user** in the virtual world
virtualuser
*iV enhances the presence of the virtual world with technologies
such as stereoscopy, view-dependent rendering, 3D sound,
haptics feedback, holographic displays ¡­
**The virtual world takes into account the presence of the user
through any sensing technologies able to get the users¡¯ body
posture, gestures or actual shape
7
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Up to the 90¡¯s
¡°The Pioneers¡±
2005¡¯s
¡°The early adopters¡±
2015¡¯s
¡°The age of deployments¡±
Why Cause it may be useful Cause the ROI is positive
Cause it¡¯s scalable at last:
Usable, Valuable & Feasible
Who Researchers Innovation teams Business units
Where
Academic and Regional
centers
Corporate dedicated VR
centers
Dedicated decentralized
spaces
When When available When available When appropriate
How
CAVEs powered by SGIs,
hard coded content
Cluster-based high-end
CAVEs, game engines
High End workstations +
headsets or affordable
CAVEs & Walls / dedicated
software solutions
What
Proving VR could be key to
Product Engineering
Offering service to business
units
Enhancing the existing
business workflow
6W story
8
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
harmonizing mind and body
An Experience as Simple and Natural as Reality
Deeply touching the user Bringing useful insights
9
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
User Experience Design
iV Levers by Usage Category (also refered as ¡°iV Usage Domains¡±)
Assembly line
ergonomics
Augmented Operations (AR)
Plant onsite security visits
(fake)
AR Automotive servicing
(BMW fake)
Learning Experience
Technical gesture
training
Emergency procedures
training
Brand Experience
Advergames:
leverage the magic of
AR
JLR electrifies immersive
press conference with Vive
Sales Experience
Furniture at home AR
tryout
Plane interior
(A&D Passenger¡¯s
exp.)
Understand Complexity
Plant operational virtual
replica @BASF
Business
Operations (idea)
Car interior habitability
studies
? PSA Peugeot Citr?en
10
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
11
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
12
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
User Experience Design
Usage context
(visual, sound, touchable)
Another reality
(role playing, mood induction)
Original Ideas
Emotional feedback
(declarative or measured)
Speech, sketches,
annotations, layouts
Car interior user studies
& perceived quality
? PSA Peugeot Citr?en
? PSA Peugeot Citr?en
¡°In real context¡±
concept
reviews with AR
Packaging and
product
placement studies
Assembly line
ergonomics
@ Clart¨¦
Store design and
layout at scale one in
a CAVE
Sketching on HTC Vive
? 3DS
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
recommended could work no reco avoid
User in a creative flow, feels implicated
Wider contribution from all possible stakeholders
More qualified & better articulated value
Reduced number of prototypes: time and money savingscustomer
user
Key benefits
Ideas gathering, ideas prototyping,
user experience testing, perceived value studies
Upstream / innovation teams
Creative designers
All ecosystems: employees, retailers, end customers
Who ?
What ?
13
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
14
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
recommended could work no reco avoid
Better Insights
Communication with non specialists
Reduced cognitive load
Saves time with faster decisions
Reduces errors
Key benefits
Multi-disciplines reviews
Simulation results exploration
Ops in Plants, cities, stores, buildings,
¡­
Engineering teams
Management
Who ?
What ?
Digital Twin
Digital mock-ups
Simulated data
Massive or complex data
Interesting areas to further explore
Issues to solve
Initial conditions for additional simulations
Explore, select, capture ¡­
CAVE exploration
of a Virtual Living Heart
? 3DS ? EVL
Superimpose computation data
with real imagery
? GMD
Geoscience explorations
Car crash visualization on zSpace (Simulia Lab)
? 3DS
Clash analysis in a CAVE
? Techviz
customer
user
Understand Complexity
Business Operations
(idea)
15
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
16
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Unified V+R scene
= Real physical context
+ Digital guidance
Instructions to follow Efficiency assesment
Actual task (traveling, mounting,
detailed action ¡­)
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
recommended could work no reco avoid
Reduced cognitive load and stress
Increased safety, frees the hands
Increased quality and efficiency
Increased flexibility
customer
user
Key benefits
Servicing, inspections, construction, emergency ops.
Support to field operators
Operators in the field
(Experts in HQ)
Who ?
What ?
Plant onsite security visits (fake)AR Automotive servicing (BMW
fake)
https://youtu.be/zUXUVYR7XdM?t=1m43s
AR Business review (idea)
Augmented Operations
17
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Value Creation Framework | iV ¡°Usage Domains¡±
Up thinking & Design
User Experience
Design
Engineering & Simulation
Understand
Complexity
Marketing & Sales
Brand
Experience
Sales
Experience
Ownership
Augmented
Operations (AR)
Immersive
Operational Center
(VR)
Learning
Experience
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
User Experience
Design
18
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
Realistic future virtual context
Knowledge to acquire Skills acquisition progression
Actual task (orientation, gesture,
procedures, ¡­)
recommended could work no reco avoid
Longer lasting experience through lower brain
stimulation
Progression feedback is motivating
Playfull experience
Efficient ¡°virtuality to reality¡± transfer
Avoid risky or expensive physical training
Manage learning activity by monitoring progressioncustomer
user
Key benefits
Training, learning, education, ¡­
Educators and training teams
Trainees
End product consumer (B2B2C)
Who ?
What ?
Technical gesture training
? CEA List - Renault
MR Maintenance training
of photocopier
? Canon
? 3DS
zSpace Mounting instructions
Emergency procedures
training
Learning Experience
19
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
20
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Brand universe
via image, sound, haptics
Key messages Interest assessment
via analytics
Explore, discover,
be in, interact
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
recommended could work no reco avoid
Playful experience, wahoo effect
Deeper penetration of messages
Increased online and in-store attractiveness
customer
user
Key benefits
Product Launch, Advergaming
¡°Hand-made¡± experiential storytelling
Marketing/Com teams & agencies
Brand end customers
Who ?
What ?
Advergames: leverage
the magic of AR
JLR electrifies immersive
press conference with Vive 3DEXPERIENCE Lab executive event
Brand Experience
Virtual Garage powered by 3DExcite
21
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR)
Marketing & Sales
Brand
Experience
Sales
Experience
Learning
Experience
Engineering & Simulation
Understand
Complexity
User Experience
Design
Ownership
Augmented
Operations (AR)
Learning
Experience
Understand
Complexity
Up thinking & Design
User Experience
Design
Value Creation Framework | iV ¡°Usage Domains¡±
22
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Real or Virtual context
+ virtual product to purchase
Full catalog with all range Deep customer understanding
based on actual choices
Explore, select,
configure, layout
AR Tablet
(Magic
Window)
360¡ã Mobile
VR
AR headset VR Headset Desktop VR
3D TV &
Glass free
3D screens
Large touch
walls &
tables
Auditorium
Immersive
Wall & Entry
CAVEs
High End
CAVE
recommended could work no reco avoid
Greater customer involvement empowered by choices
Lower deceptive risk when real product is shipped
Proved upselling
Customer trust & loyalty
customer
user
Key benefits
Sales configurators
Virtual tryouts
Physical retailers
V-commerce retailers
End customers
Who ?
What ?
Apparels and Clothes tryouts
? TI Furniture at home
AR tryout
Apartment (not even constructed) Plane interior
(A&D Passenger¡¯s experience)
Sales Experience
23
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Up to the 90¡¯s
¡°The Pioneers¡±
2005¡¯s
¡°The early adopters¡±
2015¡¯s
¡°The age of deployments¡±
2020+¡¯s
¡°The age of productivity¡±
Why Cause it may be useful Cause the ROI is positive
Cause it¡¯s scalable at last:
Usable, Valuable & Feasible
Cause it is mainstream
Who Researchers Innovation teams Business units Individuals
Where
Academic and Regional
centers
Corporate dedicated VR
centers
Dedicated decentralized
spaces
Where appropriate
When When available When available When appropriate When needed
How
CAVEs powered by SGIs,
hard coded content
Cluster-based high-end
CAVEs, game engines
High End workstations +
headsets or affordable
CAVEs & Walls / dedicated
software solutions
Standalone/Mobile headsets,
Standard workstations,
On the Cloud through
Marketplaces
What
Proving VR could be key to
Product Engineering
Offering service to business
units
Enhancing the existing
business workflow
At the core of new workflows
for new workforces and new
users
6W story
24
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
3DS VR-Ready Apps as in Release 2019x
Ownership
Augmented
Operations (AR)
Learning
Experience
Manufacturing
User Experience
Design
Learning
Experience
Understand
Complexity
Augmented
Operations (AR) NATURAL SKETCH
(NTS)
PRODUCT EXPERIENCE
PRESENTER (PPX)
HOME BY ME (WWW)
Brand
Experience
Sales
Experience
Learning
Experience
Marketing & Sales
IMMERSIVE COLLABORATION
EXPERIENCE (ICE)
IMMERSIVE VISUAL
EXPERIENCE (IHD)
MARKETING EXPERIENCE
ARTIST (XAR) + SCRIPTER (VRS) OR REVIEWER (EXV)
IMMERSIVE
ERGONOMICS
(IN PARTNERSHIP WITH
HAPTION)
Engineering & Simulation
Understand
Complexity
User Experience
Design
Understand
Complexity
Up thinking & Design
User Experience
Design
25
3DS.COM?DassaultSyst¨¨mes|SharedUnderCreativeCommonsBYNCSA4.0|3/25/2019
Laval Virtual 2019 - Booth E14
https://events.3ds.com/laval-virtual-2019
http://bit.ly/iVEvangelist
@iVEvangelist
Thank you !
http://bit.ly/creative-experience-register

More Related Content

Immersive experience along the product lifecycle - David Nahon - Dassault Syst¨¨mes

Editor's Notes

  1. Now that VR is not a niche anymore, how can it's deployment scale in industries having so far relied on million of Euros investments? If hardware is now a commodity, how about software ? Who can benefit from this growth ? What are the usages and the true value behind ?
  2. Maintenant que le hard est abordable, mainstream, quid du soft ? Les usages sont av¨¦r¨¦s le long du value stream: y¡¯en a 6 On est pass¨¦ de decade en decade vers le mod¨¨le de solutions d¨¦di¨¦s aux m¨¦tiers avec un goto market direct ¨¤ present aupr¨¨s des business units De quoi sera fait demain ? On s¡¯adressera aux individus, directement, via le cloud et des marketplace profesionelles Il se pourrait bien que 3DS ait un role dans cette transformation En attendant on n¡¯est pas demain, m¨ºme si notre strat¨¦gie est clairement tourn¨¦e vesr le cloud et la marketplace, et aujoud¡¯hui on a des solutions pour les BUs (R?les) Viendez nous voir !
  3. The inner part of the brain (the horse) is really what we are targeting We are increasing the surface contact between the user and the virtual, like two hands joining To get this incrased presence, we create an action/perception loop Key to presence is that this loop happens in a very small (a few 10th of millisec)
  4. Cognitive load is reduced when talking to the Horse Emotions are directly connected to the senses; Fear and Disgust (emotions) are controling our sensorial behavior (openess of the nose, eye, mouth ¡­) we cannot prevent to feel emotions unless we cut the senses: our emotions are driven by our senses The horse is our internal, instinctive animal, talking to the horse is how primal emotions are trigered Memorization is also linked to emotions: better lasting experience, more insights ¡­.
  5. iV requires a fast, ¡°low latency¡± closed loop between the user¡¯s action and his perception iV is the ultimate goal of Virtual Reality, and the goal of any Mixed Reality experiences that bridges the user¡¯s body and the virtual world with this low latency sensorimotor loop Augmented Reality, ?when actually running through a fast closed loop like with Microsoft Hololens, is therefore also part of iV iV is the appropriate wording when referring to what happens to the user¡¯s mind when using Virtual and Augmented Realities. It is actually when the low-level parts of our brain is involved Mixed Reality (MR) is the good wording when speaking about the technologies ?that enable iV, with whatever part of Real and Virtual iV has originally be coined by Dassault Syst¨¨mes to stress the value of what happens in the user¡¯s brain and as a way to promote the companies activity in the area
  6. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  7. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  8. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  9. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  10. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations
  11. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  12. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html
  13. Attention, y¡¯a des scenario de tests guid¨¦s dans IE qui pourraient beneficier de Augmented Operations en phase de Engineering & Simulations https://dsxoffer/RTM2e/2019_PRODUCTION/2018_marketing_sales/marketing_content_creation/experience_creation/exv/exv.html