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Will You Join Me

Zigmund Rubel, AIA
Zigmund Rubel, AIA

Change we must. BIM, is it a design tool? Are we solving the right design problem? There is a better way.

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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
Should we change? Low Value (Precision) Will we be here tomorrow? Complex Likelihood System / of the client Solution Simple knowing System / their needs Solution Are we here High today? (Certainty) Commodity High Likelihood of knowing Low (Ability) How it needs to be done (Experience)
Change how? Low (Precision) Revolutionary Likelihood of the client knowing their needs Incremental High (Certainty) High Likelihood of knowing Low (Ability) How it needs to be done (Experience)
Intersections for innovation
Purpose of technology?
Technologys current purpose BIM!
I Technologys current purpose b m
The I in BIM is? Knowledge Experience and Know-how Information Relevance and Meaning Images / content courtesy of ! Data Jim Bedrick, AIA, Webcor Builders!
Will You Join Me
BIM One version (MIB) M 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
BIM Another version (IMB) I 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
Whats the difference in a data driven model compared to what I do now? MIB Driving design intent to a confederated model of information
Whats 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 BIM is recognized for in the AEC industry What benefits of BIM integration does your business see? Visualization! 88% Clash detection! 61% Marketing! 48% Sustainable design! 39% Shop drawing coordination! 36% Cost estimation! 33% Record models! 27% Phasing and scheduling! 27% Construction monitoring! 18% 0% 20% 40% 60% 80% 100% Source: DesignIntelligence Technology Survey May/June 2008 www.di.net
Renewed Alliances
Alliances with who? (1 / 90 rule) Content Creator Amount of Content 1% - Provides 90% of the content 9% - Provides 9% of the content Content Source: Jakob Nielson! 90% - Provides 1% of the content
With Academia
Being an Entrepreneur Most entrepreneurs " !Likely profile: " ! Age Percentage start businesses " !25- 34 12.8% where the opportunity for " !35-44 26% " !45-64 45.6% success is small with low profitability " !Percent of Architects Self Employed 31.45% Content Source:! The illusions of Entrepreneurship, Scott A. Shane!
Being an Intellectual Entrepreneur You must be willing " !Enabler Model to take your business " ! Facilitate processes apart and Project teams entrepreneurial people and teams re-build by eating the good and taking " !Advocate Model away the bad to be " ! Reinvigorate and or innovative and Strategic Efforts transform business units successful " !Producer Model "! Silicon Valley water cooler chat " ! Exploit crosscutting or Disruption disruptive opportunities Content Source: Grown from within: Wollcot & Lippitz
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 Excel " !Today we manually Ecotect drive design with our tools! Rhino Source: Eleftheria Fasoulaki, Integrated Design, A Generative Multi-Performative Design Approach, MS Arch partial ful鍖llment, MIT, June 2008! " !Tomorrow we will have access to tools that will save time, increase value and drive design!
with System Engineers
Systems Engineers / Servicing An interdisciplinary "!Aerospace field of engineering "!Aviators that focuses on "!Electronics how complex "!Manufacturing projects should be "!Naval architects designed and "!Process / Power managed plants
Systems Engineers / Servicing
Keeping track is their difference Design! Concepts! System dynamics verification through: Program! "!Modeling Requirements! Value! Solution! Building! "!Simulation "!Optimization Tool Box! Model!
Their Tools " !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 methodology V cycle Understand user Confirm user requirements needs met Develop system Conduct performance performance specification specification test Design Execute verification plan continuous improvement plan Human! Inspect from Machine! Evolve Design design documentation Driver! Fabricate & Assemble Albert Einstein ! The formulation of the problem is often more essential than its solution
Practice Refactored
Thinking with abstraction in mind Level of Development! Need Words Abstraction! Concept Numbers Design Design Model Fabrication Construct Model Correct by Construction!
Proposed V cycle for the building industry Purpose! Customer Needs Words! Operation Business Function! Numbers! Commissioning Modeling Intent! Fabrication & Scheme Design Design! Assembly Human! Machine! Implementation Detailed Design Plan Driver! Integrated! Industry! Derek Parker, FAIA! Building the right building vs. Building the building right
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 C A B 1:1 1:X 1:X E D 1:X F 1:1 1:X
Functional space modeling prior to design " !Today we assume No. of! !"#$#%&'( our customer knows Exp! !)*+#,-.( how they want to operate their building! Duration in Minutes! Customer Experience! " !Tomorrow we demonstrate No. of! !"#$#%&'( operational ef鍖ciency Days! !)*+#,-.( through data driven design! Duration in hours! Operational Ef鍖ciency!
Design as a value add " !Today we sell " !Tomorrow we sell hours! 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
Will you join me? Contact Information: Zigmund Rubel, AIA zig.rubel@aditazz.com
?!+! Answers

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Will You Join Me

  • 1. Will you join me? Zigmund Rubel, AIA
  • 2. 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
  • 6. Should we change? Low Value (Precision) Will we be here tomorrow? Complex Likelihood System / of the client Solution Simple knowing System / their needs Solution Are we here High today? (Certainty) Commodity High Likelihood of knowing Low (Ability) How it needs to be done (Experience)
  • 7. Change how? Low (Precision) Revolutionary Likelihood of the client knowing their needs Incremental High (Certainty) High Likelihood of knowing Low (Ability) How it needs to be done (Experience)
  • 8. Intersections for innovation
  • 9. Purpose of technology?
  • 12. The I in BIM is? Knowledge Experience and Know-how Information Relevance and Meaning Images / content courtesy of ! Data Jim Bedrick, AIA, Webcor Builders!
  • 14. BIM One version (MIB) M 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
  • 15. BIM Another version (IMB) I 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
  • 16. Whats the difference in a data driven model compared to what I do now? MIB Driving design intent to a confederated model of information
  • 17. Whats the difference in a data driven model compared to what I do now? IMB A human generated data model mechanizing the design intent
  • 18. The value BIM is recognized for in the AEC industry What benefits of BIM integration does your business see? Visualization! 88% Clash detection! 61% Marketing! 48% Sustainable design! 39% Shop drawing coordination! 36% Cost estimation! 33% Record models! 27% Phasing and scheduling! 27% Construction monitoring! 18% 0% 20% 40% 60% 80% 100% Source: DesignIntelligence Technology Survey May/June 2008 www.di.net
  • 20. Alliances with who? (1 / 90 rule) Content Creator Amount of Content 1% - Provides 90% of the content 9% - Provides 9% of the content Content Source: Jakob Nielson! 90% - Provides 1% of the content
  • 22. Being an Entrepreneur Most entrepreneurs " !Likely profile: " ! Age Percentage start businesses " !25- 34 12.8% where the opportunity for " !35-44 26% " !45-64 45.6% success is small with low profitability " !Percent of Architects Self Employed 31.45% Content Source:! The illusions of Entrepreneurship, Scott A. Shane!
  • 23. Being an Intellectual Entrepreneur You must be willing " !Enabler Model to take your business " ! Facilitate processes apart and Project teams entrepreneurial people and teams re-build by eating the good and taking " !Advocate Model away the bad to be " ! Reinvigorate and or innovative and Strategic Efforts transform business units successful " !Producer Model "! Silicon Valley water cooler chat " ! Exploit crosscutting or Disruption disruptive opportunities Content Source: Grown from within: Wollcot & Lippitz
  • 24. 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!
  • 25. Concept Design Excel " !Today we manually Ecotect drive design with our tools! Rhino Source: Eleftheria Fasoulaki, Integrated Design, A Generative Multi-Performative Design Approach, MS Arch partial ful鍖llment, MIT, June 2008! " !Tomorrow we will have access to tools that will save time, increase value and drive design!
  • 27. Systems Engineers / Servicing An interdisciplinary "!Aerospace field of engineering "!Aviators that focuses on "!Electronics how complex "!Manufacturing projects should be "!Naval architects designed and "!Process / Power managed plants
  • 28. Systems Engineers / Servicing
  • 29. Keeping track is their difference Design! Concepts! System dynamics verification through: Program! "!Modeling Requirements! Value! Solution! Building! "!Simulation "!Optimization Tool Box! Model!
  • 30. Their Tools " !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!
  • 31. Their methodology V cycle Understand user Confirm user requirements needs met Develop system Conduct performance performance specification specification test Design Execute verification plan continuous improvement plan Human! Inspect from Machine! Evolve Design design documentation Driver! Fabricate & Assemble Albert Einstein ! The formulation of the problem is often more essential than its solution
  • 33. Thinking with abstraction in mind Level of Development! Need Words Abstraction! Concept Numbers Design Design Model Fabrication Construct Model Correct by Construction!
  • 34. Proposed V cycle for the building industry Purpose! Customer Needs Words! Operation Business Function! Numbers! Commissioning Modeling Intent! Fabrication & Scheme Design Design! Assembly Human! Machine! Implementation Detailed Design Plan Driver! Integrated! Industry! Derek Parker, FAIA! Building the right building vs. Building the building right
  • 35. Customer needs - collecting design data " !Today we assume our customer know what they want " !Tomorrow we will confirm their needs through validation services
  • 36. Functional space modeling prior to design C A B 1:1 1:X 1:X E D 1:X F 1:1 1:X
  • 37. Functional space modeling prior to design " !Today we assume No. of! !"#$#%&'( our customer knows Exp! !)*+#,-.( how they want to operate their building! Duration in Minutes! Customer Experience! " !Tomorrow we demonstrate No. of! !"#$#%&'( operational ef鍖ciency Days! !)*+#,-.( through data driven design! Duration in hours! Operational Ef鍖ciency!
  • 38. Design as a value add " !Today we sell " !Tomorrow we sell hours! creativity, experience, business thinking, high performance and durability!
  • 40. Changing what? IMB! Form follows function transitions to Data driven design
  • 41. Acting on? IMB! Change the way we practice by repurposing proven tools from other industries
  • 42. Join me doing? IMB!Building the right building by Information Mechanizing Buildings through a systems engineering process
  • 43. Will you join me? Contact Information: Zigmund Rubel, AIA zig.rubel@aditazz.com