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Computer Simulation:
A design architectonic1
      Jeremy J. S. B. Hall
        Hall Marketing
 jeremyhall@simulations.co.uk

1 architectonic: pertaining to systemization of knowledge
Introduction
• Micro business
• Create & Provide Computer Simulations
  for management development &
  business training
• Simulations that place business people
  in charge of a simulated company
Background
Early 1990’s decided to re-engineer
  my simulations to:
• Better meet training needs
• Speed development
• Future-proof my designs
    Needed way to structure my work
The Architectonic
Needs and                     Core Values
Constraints
               Design
              Elements

              Architectural
               Elements


              Architecture


               Outcomes
Needs and Constraints
                        Knowledge
• Development Needs   = Skills
                        product purpose
                        Motivation
                        Major concern
• Duration            = Assessment
                        cost elements
                        and constraint
                        Trainees
                        Learning
• Target Audiences      Trainers
                      = buyers & users
                        Training Providers
                        On Course
                        Training Clients
• Manner of Use       = E-learning
                        usage needs
                        Other
Core Values
          (learner & trainer viewpoints)

• Effective Learning      Link to
                          • Development Needs
                          • Audience
• Efficient Learning      Needs vs Duration
                          • Manner of Use
                          Audience Viewpoints
                          Constrained by duration
                          Effective Delivery
• Consistent Learning CF academic teaching
                          Every learner on every
                          course
                         provide touchstones
Design Elements
                          Goodness perceptions
•   Simulation Model = Purpose needs
                          product
                          Cognition
•   Delivery Dynamics = Affection use
                          product
                          Workload
                          Administration
•   Tutoring Needs     = Facilitationneeds
                          human
                          Learning Management
                 Development Needs
•   Diversity    Learners:range needs
                       = knowledge & experience
                 Trainer Skills
                 Manner of Use
Architectural Elements
                        Lean design based on
• Simulation Model    = market needs pull rather
                         market orientation
                        than realism push.
                        Economic Calibration
• Delivery Process      Ramped Complexity
                      = Tutor System
                         product dynamics
                        Help Intervention
                        FeedbackScreening
                        Decision Style
• Tutor Support       = Explanations
                         ancillary services
                        Comments
                         Different:
                        Tutor’s Audit Needs
                         • Development
• Multiple Versions   = Team Commentary
                         differentiation
                         • Trainer Requirements
                         • Manner of Use
                         • Markets
The Architecture
Experience & Outcomes
• Eight new simulations developed
• Nineteen old simulations re-engineered
• Future Proofing - 1970s & 1980s simulations re-
  engineered and re-launched
• Flexibility & Customisability
• Shell 83% – 98% (Model 17% – 2%)
• Development time 20% of previous
• Innovation Award Winner!
• Outstanding Contribution to Training Industry Award
Summary
1. Analyse and define Market Needs
     •     Product purpose
     •     Customer cost elements
     •     Users and Buyers
     •     Usage needs
1.       Extract & summarise Core Values
2.       Explore product, dynamics, usage & variety
3.       Translate into architecture
4.       Develop Products
Jeremy J. S. B. Hall
       Hall Marketing
        Phone 020 7537 2982
E-mail jeremyhall@simulations.co.uk
   Web www.simulations.co.uk

 from knowledge through simulated
        experience to wisdom

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Innovation process

  • 1. Computer Simulation: A design architectonic1 Jeremy J. S. B. Hall Hall Marketing jeremyhall@simulations.co.uk 1 architectonic: pertaining to systemization of knowledge
  • 2. Introduction • Micro business • Create & Provide Computer Simulations for management development & business training • Simulations that place business people in charge of a simulated company
  • 3. Background Early 1990’s decided to re-engineer my simulations to: • Better meet training needs • Speed development • Future-proof my designs Needed way to structure my work
  • 4. The Architectonic Needs and Core Values Constraints Design Elements Architectural Elements Architecture Outcomes
  • 5. Needs and Constraints Knowledge • Development Needs = Skills product purpose Motivation Major concern • Duration = Assessment cost elements and constraint Trainees Learning • Target Audiences Trainers = buyers & users Training Providers On Course Training Clients • Manner of Use = E-learning usage needs Other
  • 6. Core Values (learner & trainer viewpoints) • Effective Learning Link to • Development Needs • Audience • Efficient Learning Needs vs Duration • Manner of Use Audience Viewpoints Constrained by duration Effective Delivery • Consistent Learning CF academic teaching Every learner on every course provide touchstones
  • 7. Design Elements Goodness perceptions • Simulation Model = Purpose needs product Cognition • Delivery Dynamics = Affection use product Workload Administration • Tutoring Needs = Facilitationneeds human Learning Management Development Needs • Diversity Learners:range needs = knowledge & experience Trainer Skills Manner of Use
  • 8. Architectural Elements Lean design based on • Simulation Model = market needs pull rather market orientation than realism push. Economic Calibration • Delivery Process Ramped Complexity = Tutor System product dynamics Help Intervention FeedbackScreening Decision Style • Tutor Support = Explanations ancillary services Comments Different: Tutor’s Audit Needs • Development • Multiple Versions = Team Commentary differentiation • Trainer Requirements • Manner of Use • Markets
  • 10. Experience & Outcomes • Eight new simulations developed • Nineteen old simulations re-engineered • Future Proofing - 1970s & 1980s simulations re- engineered and re-launched • Flexibility & Customisability • Shell 83% – 98% (Model 17% – 2%) • Development time 20% of previous • Innovation Award Winner! • Outstanding Contribution to Training Industry Award
  • 11. Summary 1. Analyse and define Market Needs • Product purpose • Customer cost elements • Users and Buyers • Usage needs 1. Extract & summarise Core Values 2. Explore product, dynamics, usage & variety 3. Translate into architecture 4. Develop Products
  • 12. Jeremy J. S. B. Hall Hall Marketing Phone 020 7537 2982 E-mail jeremyhall@simulations.co.uk Web www.simulations.co.uk from knowledge through simulated experience to wisdom