Visual Design Collaboration: Bundle vs Unbundle?

Visual Design Collaboration: Bundle vs Unbundle?


Collaboration in is an interesting topic. Whether you are a 3-person team or a 10,000 person OEM manufacturing company, some of the same rules for successful collaboration apply. The more you share what you know the more value it creates. To understand specific personal or use case context is absolutely critical to successful collaboration regardless on what technology you may use.

The rules of collaboration are changing these days. New collaborative technologies coming from web, mobile and social network experience are coming to disrupt what traditionally considered as a good collaboration practice. In the past, we used an old “mom test” for collaboration software – collaborative application should be easy enough for my Mom to use it (she is smart and well educated, but she didn’t grew up with computers). That was probably a good idea back in 1995 when desktop computers and Windows disrupted office environment.

Fast forward into 2015, many rules established by desktop computers where broken by web and mobile products. The disruption in a workspace is coming from younger generation. The Content Strategist Blog brings an interesting comparison of how differently Milleninals, GenX and Boomers are consume content. They same rules apply to collaboration. If the old “Mom test” spoke about simplicity that Mom can get, the new rules my trigger a question about what collaboration style new generation of people can get. Maybe it is a question how to bring SnapChat type of collaboration into design process?

All together made me think about what is the optimal strategy for design collaboration that will better address the needs users in engineering and manufacturing scaling from needs of individual makers to large OEM manufacturing shops.

Traditional design collaboration approach is going around 3D design. Most of the tools developed by CAD and PLM vendors for the last 10-15 basically created a way for users to access 3D product representation with additional set of functions like redline, comments, etc. The core complexity of these tools related to seamless access of diverse set of information – 3D, 2D, specification documents and contextual information coming from data management tools. These bundling made it complex to develop and use.

Unbundling is an interesting business strategy used in many application domains these days. Read my earlier blog about that – The future unbundling strategies in CAD / PLM. The potential of unbundled services can be significant. Existing bundles are complex and inefficient. People don’t use all functionality and look for something simple and easy to grasp. However, unbundle can be hard. Read my Why unbundle 3D is hard for PLM vendors? As much as people are valuing simplicity and ease of use today, vertical integration remains a very important thing for many companies.

Last year I started a discussion about PLM tools, bundles and platform. Since then, few new interesting products and came to the market that pursue the value of design collaboration – I should mention two cloud CAD products Onshape and Autodesk Fusion 360. Also, I have to mention engineering communication and collaboration tools provided by GrabCAD. However, I want to bring to examples today to show two distinct approaches in development of design collaboration products – bundle vs. unbundle.

The first one is Visual Collaboration product Aras Corp. introduced in the last version of Aras Innovator. Navigate to the following link to read more. In the following video you can get a full demo of visual collaboration fully integrated with PLM product. The approach taken by Aras to bring visual collaboration to all users is absolutely valuable. Everyone in an organization can collaborate in the 2D/3D and any other design context.

My second example came from new startup company founded by ex-Facebook product designers – Read more about story on TechCrunch – Designers Ditch Perfectionism For Instant Feedback With Wake. The idea to solve a problem of collaboration in a community of product designers made them think about product that capture and share a very simple design collaboration process. The following video can give you an idea of that about:

What is my conclusion? Both bundling and unbundling approaches have pros and cons. Vertical integration is important, but simplicity and capturing a specific design workflow without overwhelming users with additional information can be valuable too. In my view, unbundling is trending. This is the way to create new products solving painful problems. The same collaboration problems engineers and other people are experiencing when designing products can be applied to other places as well. An example of is a hint to CAD and PLM companies to think where future disruption can come from. The same way Slack disrupted existing collaborative approaches practiced by companies today, new products like can disrupt future of 3D and engineering collaboration. Just my thoughts…

Best, Oleg

Image credit GrabCAD


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