Etergo’s electric scooters are being designed
using Autodesk’s generative design tools
employed by one of its Digital Ambassadors
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It’s all very well there being powerful digital tools available, but people have to know how to use them,
often breaking with well-entrenched traditional approaches. Autodesk’s Digital Catalyst programme aims
to confront that issue, with the company beefi ng up its efforts this year in the UK.
Autodesk’s Digital Catalyst programme
started about four years ago, off the
back off the company asking what it
could do to make a difference to UK GDP,
explains Asif Moghal, senior industry
marketing manager, design and
manufacturing.
In visiting companies and asking them
what their challenges were, he says: “The
same thing kept coming back: they were too
busy to go and explore what’s possible; what
they thought was impossible was very easy
to do; and they lacked an up-to-date digital
design and manufacturing strategy. They all
wanted to do something; they all recognised
that the fourth industrial revolution Industry
4.0 was coming, but most of the things that
they were being offered were going over their
heads. They just wanted to get something
done, they knew what they wanted to do, but
didn’t know if it was possible and needed
help to get to move forward.”
So, the Digital Catalyst programme that
INDUSTRY 4.0 & AUTOMATION SEEING CHALLENGES THROUGH NEW EYES
makes use of Digital Ambassadors, students
that spend time with companies giving their
time and knowledge, was the result. “What
we found was that students have a mindset
that sees them apply design thinking to
traditional problems that allows them to
shake up the status quo in a positive way,
showing companies what’s possible,
hopefully creating an upward spiral. It is not
just focused on productivity – stripping cost
and risk out of a business, but should be
adding value, creating opportunity and
innovation.”
Digital Ambassadors can spend up to,
typically, 80 hours with a company, which
can be spread out over few weeks. The range
of work tackled is broad but must involve
“digital transformation”, with it having an
impact on the way a company designs or
makes, underlines Moghal. He says that one
of the strengths of Digital Ambassadors is
that they are generalists. “They know how to
go and nd information, research it,
understand it and then apply it, without
formally having been trained in it. For that
reason, the Digital Catalyst programme is
quite broad.”
Having “scratched the surface last year”
with “some positive results”, this year he
says the company is going to “scale up to
the next level”, placing 50 students in 50
SMEs and generate some 25 case studies.
One early success has been at machinery
maker Hosaka Micron of Runcorn, Cheshire.
The company makes, using standard building
blocks, tailor-made powder processing
equipment, including that for metal powder
for additive manufacturing purposes, and has
made use 3D design for many years.
One particular part of the company’s
business is the design and manufacture of
containment equipment to protect operators,
keeping people and material apart, with the
pharmaceutical industry a key user. These
incorporate openings for operators’ arms/
hands, with protective gloves then providing
Andrew Allcock explains
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