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Week 1 | 3D Industry | Direction 1

Week 2 | I see XYZ | Overview

I See XYZ Reduce cost and time. To create a better understanding between physical and digital form.

Week 2 | I See XYZ | Who

Who -Creatives who works with 3D programs -Uses rapid prototyping machines -Knowledge of at least 2 different 3D programs -Sketch modelers

Week 2 | I See XYZ | What

What In reality there are a lot of back and forth between emails and calls.


Project brief Design confirm

Design proposal 3D model


File and techpack

Physical model


Week 2 | Visual Presentation | Overview

Visual Presentation Let the creative professional show their creativity without limits created by the devices.

Week 2 | Visual Presentation | Who

Who -Creative who presents often -Offsite/Onsite presentations -Communicate through physical models and also through digital format -Present to a variety of people -Needs to grab attention

Week 2 | Visual Presentation | What

What In reality there are a lot of back and forth between emails and calls.


Project Confirm

Proposal 3D render from mockup


Blueprint Site Visits

Building Update


Week 2 | I See XYZ | Competitive Products

3D Industry Competitive Products

Cube by 3D Systems

HP z230sff

DeltaMaker by DeltaMaker

3dboxx 4925 gpu

3Doodler by WobbleWorks

Iris by Mcor

Fortus by Stratasys

Week 2 | I See XYZ | Positioning Matrix


Positioning Matrix




Week 2 | I See XYZ | Design Trends

Design Trends


Autodesk Simulation

3D Print

Week 2 | I See XYZ | Social/Culture Trends

Social/Culture Trends

DIY / Customization


Shoe Industry


Week 2 | I See XYZ | Tech Trends

Tech Trends

Kinetic Sculpture

3D Doodle pen

Metal 3D PPrinting

Spacex 3D Projection

Week 2 | Visual Presentation | Competitive Products

Visual Presentation Competitive Products



Itoya Folders

TV Displays

Personal Websites


Portfolio Platform

Physical Model

Week 2 | Visual Presentation | Positioning Matrix


Positioning Matrix

One-man army



Week 2 | Visual Presentation | Design Trends

Design Trends

Compact and portable

High-end Professional


Week 2 | Visual Presentation | Social/Culture Trends

Social/Culture Trends

Telepresence meeting

Holographic presentation

Elevator Pitch

Week 2 | Visual Presentation | Tech Trends

Tech Trends

Augmented Reality


VR/ Wearables

Week 2 | I See XYZ | SWOT


HP Workstation





-Good solution for engineering & product design applications -Optimized to handle 3d scenes/ engineering assembles

-Expensive -Professional market -Unfamiliar brand

-Solid Performance -Great Color -Resolution -Viewing Angles -Excellent Engineering

-Upgrade and repairs are not as flexible -Expensive





-Good product and marketing -Can become a top competitor

-Low profits -Not mass market

-Flexibility -Cost Structure -Expand services -Increase cloud based services -More tech related patents

-Retaliations software services -Slowing growth rate of the PC Market -Rapid Tech change

Week 2 | Visual Presentation | SWOT







-Second Largest LCD Monitor Manufacturer -A trend-setter -Cutting edge technologies -Strong channel management -Strong brand loyalty -Innovative

-Weak Brand recognition -No 24/7 online service -Interface design not stylish

-Professional layout and appearance -Delivers payments to user -High control on content and site customization to users -Powerful analytic tools

-Many competitive platforms





-Display tech trend change from CRT Monitors to LCD Monitors -3D games require high-end display graphics -Sport marketing as brand communications -Increase in need for eco-friendly products

-Made in Taiwan label creates adverse perception -LCD TVs become indirect competitor to replace LCD Monitor -Stiff Competition -LCD monitors prices drop -Reduced color clarity of LCD

-Create free blogs option -Partnership with other sites for better integration -Attract more professionals and businesses blogs

-Security issues -Improved functionalities -New emerging blogging platforms

Week 3 | I See XYZ | Pain Points

I See XYZ Pain Points

Disconnect There is a disconnect between the physical and the digital.

Are your printers ready? Every printer has their own function.

My fingers are itching 3D model does not satisfy tactile feedback.

Too expensive 3D printing and prototyping takes too much money and time.

Week 3 | I See XYZ | Pain Points

I See XYZ Pain Points

Gaussian Curvature Tool Great tool is great to check for highlights, but no scale.

Lots of conversion New devices are cool, but too expensive.

Need more buttons Customizable for better work flow.

Lost in translation Visual information too confusing for the human eye.

Week 3 | I See XYZ | Pain Points

I See XYZ Pain Points

Can you do this in 3D Hard to measure organic shapes in 3D.

Lots of guesswork Guess work is needed when no reference is provided.

Water tight Sending it to be 3D printed takes way too long.

Ain’t nobody’s got time for that Learning the program is extremely difficult.

Week 3 | I See XYZ | Pain Points

Visual Presentation Pain Points

So many cords. “Just to be safe, I have to carry around 6 different adapters.”

Back up! Back up often. “Technology will fail. Be prepared.”

You’re not my type. “Compatibility issues on every device.”

Wireless fails “Remote control fails. Stop presentation flow.”

Week 3 | Visual Presentation | Pain Points

Visual Presentation Pain Points

Put your eyes up here No interaction between clients and presentation.

Too expensive New devices are cool, but too expensive.

Mood Transition Cannot communicate mood of visual space with the current technology.

Multi-Tasking Too many things happening at once.

Week 3 | Visual Presentation | Overview

Overview -Intuitive -Compatibility -Interaction -Performance Evaluation -Emotional Translation


Project Confirm

Proposal 3D render from mockup


Blueprint Site Visits

Building Update


Week 3 | Visual Presentation | Interviews

Interviews Thoko Mabena Interior Designer

What are some difficulties you face when talking to a large audience? During the presentation, the presenter has to think about the presentation, time, and how involved the audience is. How do you prepare? Try not to plan slides in detail, but enough so I can go with the flow and have a general idea of the presentation. Device failures? Not really, but have a hard time keeping track of all the devices I have to operate while I am presenting. Multi-tasking? Technology was supporting me with information that was not beneficial. It was set up in a way where while I was presenting, I have to organize that information in my head. It is hard for people who cannot multi-task.

Elaine Suh 24, Architect Student

Feedback Current presentation technology does not allow me to monitor my own performance except if someone has recorded my presentation.

For you, what is the most important part to deliver when presenting? It is important for me to deliver my emotion towards that space while I was designing. What kind of materials I used to create some kind of mood or first impression when they see the visuals. During your school years, what was the most difficult part of presenting your project? It is difficult to explain the mood transition from exterior to interior because I am well practiced to visualize exterior with a model but interior can be sometimes difficult to explain just with verbal presentations and images. What kind of products do you use when preparing for presentation? I use program called ArchiCAD, it is very easy to use and able to visualize interior and exterior with all the details I need to put in. Most of the time I work with my hands, very analog and sometimes adobe illustrator. I would organize my project in an Itoya folder and print out important sketches to explain. And of course final models.

Do you have any problems with analog style? Everything is good except one. I write down important feedbacks from presentation on to my notebook. But later when I try to remember what I wrote, sometimes I have no clue what it means... I forget where that feed back was mentioned specifically or on what detail. Maybe it is just my problem. If there is a product coming out specifically for presentation, what kind of product can be beneficial for you? Something that can visualize concepts and model at a same time so I don’t have to go back and forth. Sometimes it can be distracting unless you are really good at going back and forth.

Week 3 | Visual Presentation | Interviews

Interviews Daisuke Yamaguchi Product Designer

In studio// Quick presentation (Magellan) More based on screens Short video clips to enhance story telling In studio// Progress report Digital, Rendering (Condition- Client know what they are doing) In studio// Focus group presentation Edit it to be more vague, not showing everything In studio// Presentation to CEO Use everything (Projector must) Supporting material, tell process Laser pointer (Old school but does the job) Preparing Dry run - Checking systems, Back ups Possible questions - Prepare hidden slides Volume - one of the major things Stories? -Heated argument brings better result -Require interaction between clients and Presenter -More emotional it gets better the results

Marshall Hamachi Product Development

-If tech fails try at least three times. if it still doesn’t work move on -Need to grab attention -Pause is a good method -Verbal covers a lot on winning clients mind

In studio // Quick presentation Uses Rapid prototype to translate idea better Tactile wins over the screen presentation Getting client involved for better result Sketches does the magic

New Devices? Good but make sure it doesn’t distract audience. The content must be organized

In studio // Progress report Digital, Rendering (Condition- Client know what they are doing)

Keynote -Much more intuitive -Has separate setting for presenters and spectators -SIMPLE

Equipment Computer(Preloaded), Memory sticks, Remote Must have multiple copies of presentation stuff

Key things for presentation -Devices must be simple and intuitive (support not distract) -Power, adapter -Sounds (big attention grabber) -Water

Environment Mostly in conference room, Hotels Typical set up, Big screen and podium Preparing// Testing Live run through Test every back-up equipment Ask ahead of time for the set up Always arrive early Hotel - ask union

Interview highlights// For both BACK UP EVERYTHING,NOT JUST FILE, EQUIPMENT: ADAPTER!! SCHEDULE Disasters Software difference (win /mac) -USB formated to different software -Compatibility suck on most of presentation -Remote always fails(Wireless/Bluetooth fail) Must Familiarity User must be comfortable with what they use Fear of public speaking (gets everyone - Device must support them in order to stop the mental break down) Cost Intuitive interface (Must not complicated) Compatibility

Week 3 | Visual Presentation | Interviews

Interviews Penny Herscovitch Architect at PadLab

Additional Interview June Zhao: Graduated from Grad-Env. Specializes in Retail Branding and Interior design. -Uses pdf/ websites/ physical models. -Usually talks through 3-5 projects. Sean Chen: Student at ACCD. Ungrad Env -Usually presents at trade shows. -Poster board/ physical models.

What kind of environments are you presenting in and what kind of audience? Can be onsite/offsite with board rooms that have a screen and controls on a table. Audience can span from: Client Getty, Curator, Public, City of Pasadena Competition: Go to site Audience: Stakeholders, Judges/ Jury What do you usually show? Boards, slideshow, Mockup, Physical model Animation: further along. Computer rendering, Projection, sound Spacial model —> like in Gallery Digital presentation: Animation/ Slideshow. Are there any platforms that allow the clients to visualize your designs in space? Yes, there’s place in San Diego called the cave where you put on vr goggles and walk on a treadmill to walk through the space.

Why don’t people use it more often? It is hard for a group of people to use it. Usually when you’re pitching an idea for a space, you’re presenting your ideas to a group of people. What if there was a way to project your ideas in the physical space? It would be cool and would definitely make a big visual impact. However, I can see it getting a bit gimmicky. Maybe if it works seamlessly?

Barbara Pettie: 53, Motivational Seminars -Software: Microsoft Powerpoint -Starts with an outline (word document) organized into sections -Puts information into PowerPoint -Looks for visuals, usually on Google images -Organizes information -Practices presentation -Wants simplicity -Wants the audience to focus more on her than the presentation.

Week 3 | I See XYZ | Overview



-No tactile/visual/scale feedback -Stops creative process -Cuts time/ cost more -However, additional process

Sketching Rendering Refining

Continues until design is complete.

$ & Time

3D Visualizing form Checking highlights

Model Tactile feedback Real lighting highlights Mood Visualizing form

Week 3 | Visual Presentation | Interviews

Interviews Pascual Wawoe Product Designer

Blair Taylor Transportation Designer

What products do you use? HP- PC Standard Suite. There are premiums but are not really necessary and expensive. Also I use Solidworks which is $4000 and $1200 a year for maintenance. Inside Solidworks, there is a program called e-drawings viewer that can be e-mailable to clients and let them see in their device.

Do you have any habit when you are working with 3D programs? I try to prepare as much files as I can to support basic knowledge about the project. Also print out all the references, overlays, and client notes to have it next to my monitor. I listen to music every time I am working or get TV going on the background.

What is beneficial to work in 3D program instead of doing it traditional way? It really cuts down on speed and cost of the production. And one of the main benefit is that models can be rapid prototyped instead of making it by hand and also test the model.

If there is a product coming out for specific 3D professionals, what can be beneficial for work efficiency? Hologram instead of rotating it through screen Better experience on interfaces Feeling and touch by hand

Can you tell me one of your experience about having trouble or have hard time when working with 3D? (Something that is due to current products out there) Shelling organic parts. It is hard to measure and check organic shapes in 3D program and is good to print out and check if everything works fine. Also when there is not enough references. A lot of guess work has to be made.

About Designer modeler -Different method than professional modeler -3D Experiment -Drawing to 3D at the earlier stage (Volvo) -GM, BMW only let designers to sketch, no modeling -Sketch modeling (Blair’s own term) allow designer to have ownership over their design Sketch modeling (Designer) -Quickly find problem and solve them -Better connection between idea and actual object -Better knowledge over their design and easy to understand and test out the proportion Professional modeling(engineer) -Technical -Complex -Manufacturing related -Restrictions -Stagnant

Advantages of 3D model -Quick -Easy to spot problem -Better understanding -Easy to translate idea -Cost reduction Model over 3D? -For small business, constant rapid prototyping cost too much money -Current 3D model does impressive job (damn near real) -3D modelers can adapt the mock up Devices? -Just basic equipment -Designers don’t need any fancy items, it complicates them Why industry still uses clay? -Old management -Older management liked to do it older way (their preference) -3D models are more efficient but some of the get motion sickness -People still want tactile feedback

-Education system force student to do -Big studios have money New technology? -For small studio has to be cheap -3D printer can’t do large size car -Takes too much time(gotta go) -It’s all about efficiency in the work place -Cool stuff? But what good it does to professional environment

Week 3 | Visual Presentation | Interviews

Interviews Russell Singer Product Designer

What is your process? Cardboard mockup (2 min dimension… 10 mins cut & glue). . . look at basics Simple dimensions. Really helps to have a physical model in front of you. Limitations on current technology? Prints in layers. “Digitally controlled hot glue gun.” End up seeing the layers. A lot of finishing. No support if angled —> can have a support material . . . but leaves a mark on final model Change design to accommodate to problem What kind of tools do you use most often? -Pocket knife: to cut the hairs of materials . . . opening of print head . . . no closing . . . material still dripping -With printing . . . did a lot more handwork before 3d printer . . . a lot easier to let computer do precision work. Trust the computer to do that. Complicated detail let computer do. Trends/Shifts in 3D-Industry? -Nokia . . . phone case . . . backs that can come off. . . 3d printable backs.

Nick Stefanov Transportation Designer

-Big companies . . . product consumer has/ wants . . . add value . . . customize Whats stopping consumers from buying them 3D Printers? The printers look like scary machines. It also gives the user a certain set of feelings to whether they can actually use the machines. Whats wrong with designing functional things on the computer? The computer is not as intuitive compared to making the physical model. There’s a lot of information lost when the user is looking at the computer screen compared to a physical model. What’s missing is the visual and tactile feedback people get from physical models. What kind of direction would you want to see happen with the 3D industry? The power of choosing more sustainable materials for a product for the end user.

Concept Studio Automotive designers are segregated from the modeling, Not many designers understand 3D. Disconnection between idea and visual model Production Studio End of the line job (3D modelers are professionals). They use Alias and Catia program (Most efficient) Problem shooting Highlights(Full size clay model),Using program tools such as zebra pattern, Gaussian curvature tool, RTT delta gen to render it realistic Interior designers They require more physical model, Physical model is the only way to transfer the mood and feel of the interior. VR- Just a cool gimmick. Modification Three or more button mouse, 3D modelers wants to have more modification when it comes to their devices. Two monitors are better to organize the screen.

3D printing It has been around for a long time in auto industry. Used for testing, parts of prototype models, interior concept components. Companies outsource their 3D parts (Much cheaper) Want Connect sensor, Model moves with the direction of the user’s eye. Alias API can support these sensors

Week 3 | Visual Presentation | Interviews


Additional Interview

Jason Wang Transportation Major

What are the difficulties as a student? Too time confusing and stiff learning curve. That limits the students from using it more. Physical or Digital? I prefer having a physical model more, even though it costs more money. Time over money. 3D Testing? The good thing about it is that you can visually test it right away. However there is no sense of scale as opposed to having a physical model. 3D Printing? Don’t really use it as often. Difficult to set up the print file. Water tight. Unrealistic Curvature Computer softwares perspective mode over-exaggerates the curvature of the model. That causes the user to think that the model has more volume than in reality.

Chris Stevens: 29, Transportation design -Uses printed materials most often -Sketches from many angles and usually organizes his renderings or sketches on a board or wall in a way that is most appealing. -He likes to show process so that the progression of his work makes sense. He wishes that his presentation could be more dynamic visually without having to create actual 3D models. -For example somehow moving the image around to show multiple angles and an easy way to achieve that, maybe by integrating all his sketches simply.

Space No tactile feedback and there is also a limitation on quick shading tool. Interior space lighting in the program looks artificial. Real life situation rendering Many softwares out there, but it is really expensive to acquire the best. The learning curve is stiff and it takes a long time to understand how the design would work in reality.

Week 3 | I See XYZ | Scenario #1

I See XYZ Scenario #1: Tactile

Modeling Modeling in Alias

Scale How does it look as a physical form?

The Check Tool A button to quickly visual the physical form.

Ta-Da Device that uses the mechanics as the kinetic sculpture, quickly develops the form.

Week 3 | I See XYZ | Scenario #2

I See XYZ Scenario #2: Sketch Modeling

Modeling Modeling in Alias

Scale How does it look as a physical form?

Cooking Quick sketch modeling tool to visual rough form and scale.

Ta-Da Device prints out quick wireframe of model.

Week 3 | Visual Presentation | Scenario #1

Visual Presentation Scenario #1: Split Screen

Presenting Giving overview of the project

Split To interact with client, split the device.

Here you go Giving the client a device.

Interactive presentation Have the client be a part of the design process.

Week 3 | Visual Presentation | Scenario #2

Visual Presentation Scenario #2: Cloud Presentation

Pitching idea

Client points something out “What if the material can be this instead?”

Support System Have a team behind you over the cloud system that monitors the presentation and clients.

I’m born ready Your team sends in modified design to show to client on the spot.

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Additional Process: Dell IX  

Additional Process: Dell IX  


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