3d spaces // william martin, floored

@Floored3D · @awmartin

Floored

What is Floored?3D ContentWho uses 3D?Product ProcessProtofitThe UserMindsetsConclusion

• Interactive 3D real estate technology startup.• Founded in July 2012 by Dave Eisenberg, Dustin

Byrne, Judy He.• Engineering + 3D services• Design tool• Leasing and marketing tool

What is Floored?3D ContentWho uses 3D?Product StackProtofitThe UserMindsetsConclusion

What is Floored?3D ContentWho uses 3D?Product StackProtofitThe UserMindsetsConclusion

Engineering Product + Design ProductionSales


3D Modeling Services


Tech Startup


3D Content


Revolutionize 3D content by making it more accessible to non-3D professionals through innovative content creation, distribution, and consumption.

Creation Distribution Consumption


Product Research



ManualExpensive, time-consuming, requires specialized skills. Rendering engines require different geometry requirements, lighting, materials.

Automated3D scanning, still in its infancy, point cloud processing is difficult, scanners are expensive, not much you can do with just a point cloud.



WebGL enabled broader distribution by URL. Enables email, Twitter, etc.

Previously, Floored’s usage funnel would drop off dramatically at the “download Unity” screen.




Luma: Our Core Technology

A real-time, physically based, near-photorealistic, WebGL rendering engine.


Web Mobile Oculus VR®



3D professionalsArchitects, 3D animators, game artists, industrial designers, (non-software) engineers, aerospace engineers, etc.

Consumers of 3D contentGaming, 3D printing

Consumers of derivatives of 3D contentSpeculatively, search over 3D parameters.e.g. total apartment closet volume


Product + Design Process


Everything we do is characterized by the tradeoffs between engineering effort required for automation and the human effort required for production.



Scale

Human production

Cost Upfront engineering + human production

Engineering investment


Product + Design Process

Discovery - Describe problems and (re-)prioritizeDefinition - User stories, scenarios, use cases, etc.Design - Wireframes, mockups, specificationsEngineering - Product team responds and adjustsDone - Shake the maracas


Protofit


Protofit

A tool to enable leasing agents and brokers to lay out office space without an architect.

Such layouts are called “test fits.”


Protofit’s Customers

Commercial office owners and their brokerage firms.Large corporate owners.Industrial owners.



Scale

Human production (MVP)

Cost Upfront engineering + human production (V1)

Engineering investment

3D


Our Users

Brokers and leasing agents for commercial office owners. Could be from a brokerage firm representing such owners.

Self-described as:• “lazy”• “not tech savvy”


Use Cases

A broker producing a test fit for marketing purposes, no specific tenant in mind.

A broker customizing test fits for specific tenants and sharing them with them.

A broker giving a live tour of a space with a tenant and tenant’s broker, customizing it on the fly.


Mindsets

Unfortunately, we’re removed from a users’ actual experiences. We can’t control those experiences, but we can direct our design decisions to set and meet users’ expectations.

What we call design “mindsets” are familiar patterns that help describe a set of interactive expectations.

For example, “learn by doing.”


Mindsets

Example: “Learn by doing”

Effective means of learning by leveraging the power of association:• user associates gestures with actions• by actually performing those actions• under guidance


Mindsets

For our brokers and leasing agents, our target “mindsets” are:

1. Edit, don’t author.2. High leverage under time.3. Mimic the domain.


Mindsets

“Edit, don’t author” means:

1. Never show an empty state.2. Generate a meaningful starting point.3. Enable small changes in an intuitive way.4. Avoid paralysis of choice.


Mindsets

“High leverage under time” means:

1. Small moves, big effects.2. Minimal UI.


Mindsets

“Mimic the domain” means:

1. Use terms from the domain (e.g. test fit, workstation, workbench, etc.)

2. Reduce as much as possible the number of new concepts in the conceptual model.

3. Similar interactions found in the domain.


Direct Manipulation


Mindsets

1. Edit, don’t author.2. High leverage.3. Mimic the domain.

These enable a multidisciplinary team to discuss interaction decisions without being too specific or design-y.


Floored : Production + Engineering


Floored : Mindset-Driven Design

@Floored3D · @awmartin

Floored

3d spaces // william martin, floored

Real Estate