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

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

3. Change
From the
start

4. What
happens
after 2030?

5. High
Performance
Process

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?

10. Technology’s current purpose
BIM!

11. I
Technology’s current purpose
b m

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. What’s the difference in a data driven model
compared to what I do now?
MIB
Driving design intent to a
confederated model of information

17. What’s 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

19. Renewed
Alliances

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

21. With
Academia

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 fulfillment, MIT, June 2008!
" !Tomorrow we will
have access to tools
that will save time,
increase value and
drive design!

26. with
System
Engineers

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

32. Practice
Refactored

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 efficiency Days!
!)*+#,-.(
through data driven
design! Duration in hours!
Operational Efficiency!

38. Design as a value add
" !Today we sell " !Tomorrow we sell
hours! creativity, experience,
business thinking, high
performance and
durability!

39. Future
change

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

44. ?!+!
Answers