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<\/figure>\n\n\n\nIn the past, Tobias\nexplains, the way we helped clients build new products and unlock value in\nexisting ones has been extremely effective, but it wasn\u2019t without certain\nlimitations. \u201cWe have DTV labs in ten locations all over the world,\u201d he says.\n\u201cWe would fly everyone to one location\u2014in Singapore or Poland, for example\u2014and\ncreate complex models and booklets on the ground. But there might be certain\nproducts you couldn\u2019t get in that location, and the situation overall limited\nthe amount of time we had for input and iterations. We knew there had to be a\nbetter way.\u201d<\/p>\n\n\n\n
So two years ago, the product-development team within our Operations Practice<\/a> in Europe started to experiment with VR, the computer-generated immersive environments often used in gaming. At the time, the technology was advancing quickly. VR goggles had become more affordable, and digitization and increased processing power were making it easier to import visuals from graphic design studios, drones, and satellite photography.<\/p>\n\n\n\n https:\/\/www.mckinsey.com\/Videos\/video?vid=6039897360001&plyrid=HkOJqCPWdb<\/a><\/p>\n\n\n\n \u201cVirtual reality breaks the constraints of our physical world,\u201d explains Mateusz Marek<\/a>, an expert who is a physicist by training and leads cost-engineering work at McKinsey. \u201cIt can be used anywhere, anytime, with one person or tens of people. You can see structures you couldn\u2019t access before, either because they are too big or in places we couldn\u2019t get to.\u201d According to Mateusz, these include places like airfields, mines, industrial sites, weather stations.<\/p>\n\n\n\n VR\ndemos can be experienced in group settings with a moderator and screen or\nremotely, by dialing in and joining others in a virtual \u201croom.\u201d According to\nthose who have tried it, the experience takes some getting used to.<\/p>\n\n\n\n \u201cIt\nfeels strange at first,\u201d says Jean-Victor Panzani<\/a>,\nan associate partner who has used the technology with a number of clients. \u201cYou\nhave to realize your body is in a different place from what you are seeing, but\nyou quickly get used to it, and it feels like reality.\u201d<\/p>\n\n\n\n A\nvirtual-reality demo can help our designers, engineers, and developers solve\nproblems in new ways. It lets them step into a world where they can see and\ninteract with a product, access a variety of data with a mouse click, and make\nassessments across a range of variables. The team calls it \u201cimmersive\nideation.\u201d<\/p>\n\n\n\n In\none recent example, a team used VR to redesign an electric-vehicle charging\nstation. Participants could create, test, and improve new features that were\nnot even at a prototype stage yet. How did it look? Did it have the right\nfunctionalities? Was it easy for a driver to access the station?<\/p>\n\n\n\n And\nthey could interact with the charging station virtually, in ways that would be\nimpossible in reality: making cross-sections, tearing components apart. They\ncould point to different components, and a list of materials, shapes, and\ncolors would pop up. They could test variations, compare access with internal\ncomponents for maintenance, and even simulate the recharging sequence of an\nelectric vehicle.<\/p>\n\n\n\n \u201cIt was an immediate \u2018aha\u2019 moment\u2014and they agreed on the spot to make the investment. Slides alone couldn\u2019t have done it.\u201d Jean-Victor Panzani, McKinsey associate partner<\/em> That\u2019s\nbecause our VR platform incorporates a portfolio of McKinsey assets and\nexpertise developed from our work around the world. \u201cA person can see\nanalytical data per component\u2014cost, variations, energy efficiencies,\u201d explains\nTobias. \u201cOur X-ray data covers a company\u2019s history with that particular\ncomponent: How many did [the company] buy over five years, what percentage of\nthe overall product budget is it? Social-media analytics offer consumer\ninsights such as color and feature preferences. And it includes product-design\nguidance from our Design Practice<\/a>.\u201d<\/p>\n\n\n\n VR\ncan also help developers and engineers work faster, through instantaneous\niterations and seamless collaboration no matter where people happen to be\nlocated. In some cases, design development can be reduced by half. \u201cMore\ncompanies can also benefit from using the DTV methodology, which previously had\nchallenges related to the size or availability of products,\u201d points out Wolfgang Guenthner<\/a>,\na McKinsey partner and mechanical engineer.<\/p>\n\n\n\n The\nteam has used VR to design and refine a range of products, from cereal boxes to\nheavy industrial equipment to hotel lobbies. Sometimes, VR can also be used to\nchange mind-sets.<\/p>\n\n\n\n Jean-Victor\nrecalls working on a team helping a major food-processing company with an\nenterprise-wide procurement transformation. They had a number of plants around\nthe globe that were run by electrical controllers, each with a unique design\nthat was complex to make, expensive to buy, and difficult to maintain. If they\ncould standardize these control panels, it would be a major way forward to\nimproving overall competitiveness.<\/p>\n\n\n\n \u201cNone of the senior steering executives had seen the actual electrical boards or knew how they worked. There was reluctance to fund a major redesign of those \u2018big black boxes\u2019,\u201d remembers Jean-Victor. \u201cWe decided to use a VR demo at the meeting. As the different control panels appeared side by side in VR, it was an immediate \u2018aha\u2019 moment\u2014and they agreed on the spot to make the investment. Slides alone couldn\u2019t have done it.\u201d”<\/p>\n\n\n\n Source: https:\/\/www.mckinsey.com\/about-us\/new-at-mckinsey-blog\/product-development-gets-a-makeover-with-virtual-reality<\/p>\n","protected":false},"excerpt":{"rendered":" “Here at McKinsey, we\u2019re perhaps best known for the strategic counsel we provide business leaders around the world. But we do much more than that. We join clients in the C-suite, on the frontlines, and everywhere in between to transform how they work, build enduring capabilities, and embed technology into everything they do. One way […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17,16],"tags":[46,47],"_links":{"self":[{"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/posts\/25254"}],"collection":[{"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/comments?post=25254"}],"version-history":[{"count":4,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/posts\/25254\/revisions"}],"predecessor-version":[{"id":25261,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/posts\/25254\/revisions\/25261"}],"wp:attachment":[{"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/media?parent=25254"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/categories?post=25254"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wealinternational.com.br\/en\/wp-json\/wp\/v2\/tags?post=25254"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"http:\/\/wealinternational.com.br\/wp-content\/uploads\/2019\/07\/image-1.png\")
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