We spoke to David Maffioli, EMEA Head of Software, about his philosophy of digital product design. Years of conversation within the Computer Aided Design and Manufacturing industry have provided enormous actionable insight. Now, together with a 42-strong international team of experts, he’s realising our software’s fullest potential.
When you think of industries which typically enjoy rapid progress, you think of aviation, automotive engineering or consumer electronics. Timber component technology might not naturally spring to mind. David Maffioli and his team of product, software, and quality engineers are out to change all that.
MiTek’s EMEA Head of Software is taking a fresh approach to development. One led by the voices of a traditionally underserved market. From conversations with clients, we know businesses right now often resort to a mix of digitised and non-digitised processes. That’s a source of friction they can do without, and a key area of focus for David.
When we sat down to get his thoughts on the industry’s future, he was clear that integration is key. “The platforms customers use need to address core needs and enable seamless integration with other essential business systems.
“With the development of PAMIR and Optics, we’re witnessing a significant shift towards our vision of seamless collaboration between architects, component manufacturers, and builders.
“There’s an expectation, that today’s software will be part of a bigger platform that lets you do more with your data. Think Office365 or Google, but for timber. Our strategy is to build out cloud-based systems letting you collaborate remotely with your team and communicate with people of different professions and trades within the building industry.”
Making visionary software that works in real life
As we continue to grow our software we will start to close the gap between our vision and reality. So, what will that look like in practice? For one thing, data will be accessible and presented in a way which supports decision making and collaboration.
By migrating more services to the cloud, communication and data utilisation will become more efficient. This shift will facilitate easier collaboration by providing users with real-time access from anywhere in the world. Additionally, businesses will experience productivity gains through increased automation.
The skills shortage is a common concern across the industry. Leveraging AI to automate various processes can enhance team efficiency and ease the pressure of finding skilled personnel. At the very least, it will free your team from mundane tasks, enabling them to focus on addressing key challenges more effectively. This transformation will be driven by the broader adoption of cloud technology.
The goal is to create a comprehensive whole-house platform. According to David, this is a key business enabler for our customers, allowing them to build more diverse and sustainable businesses: “We understand that the secret to business strategy, is the diversification of your portfolio, and that’s in harmony with what we believe is the future of our industry, with the focus on sustainable building methods and the advancement of offsite construction.”
What does the future hold for UK housebuilders?
We asked David for his thoughts on the long-term future of construction software design. Like many, he is excited about the potential of AI to automate routine design tasks and business processes, as well as to provide deeper insights into data. He is also enthusiastic about his team’s work on tools that help customers stay competitive, such as cost optimisation, efficient measuring tools like point-cloud technology, and enhanced user experiences. This technology is accessible and effective for businesses of all sizes.
“Smaller customers like knowing they’re using the same platforms as the big guys. Partnering with MiTek provides them with access to the same technology and features.”
“The essence of innovation lies in building customer empathy within our teams. By deeply understanding our customers’ needs, we create solutions that we ourselves would want to use. This drives the intrinsic motivation and purpose that fuels our organisation. We believe that talent flourishes in purpose-driven environments.”
Putting the right people in the right places
The future feels bright for UK housebuilding. So what gives David such confidence in MiTek’s role in that journey? For him, the answer is simple: it’s his team. He leads 42 engineers across EMEA and the US – each bringing a unique background and finely polished skillsets to the table.
As you might expect, that team is a melting pot of ideas and perspectives. It’s a key strength which has directly contributed to PAMIR and Optics’ success so far. It’s a large team for a relatively small number of customers. Customers enjoy direct interaction and facetime, with engineering, through user groups, customer visits, etc.
Our investment in impactful people and technology, rapidly improves the solutions we provide to our customers. That’s simply not something that many vendors can truthfully say. It’s certainly an immense source of pride for David.
But how will he know when his work is done? What does his absolute perfect vision of a software solution look like? “When the platform is fully end-to-end, with smooth and intuitive workflows, APIs for business systems integrations and AI empowered automation and insights. Realising this is key for supporting our customers in the long term, providing greater agility, speed and collaboration.
Strategically, we aim to enhance our value by pioneering new components and technologies that customers want to use. We will always be there to support businesses in learning and maximising the benefits of these systems. What sets us apart is our ability to listen and deliver what customers truly need.”
Watch David share more on digital product design: https://www.youtube.com/watch?v=4vyJnmmmyNA
