Beyond Technology: The Strategic Impact of Simulation at VELUX
Helen Brearley
Communications, EDRMedeso
In recent years, simulation has gained momentum as an essential tool in engineering and product development. Yet, implementing simulation-driven strategies often requires more than just deploying technology; it demands a cultural shift, clear alignment with business objectives, and strategic vision. In our latest podcast episode, we sat down with Katrine Wieck Bundgaard, Senior Manager of Sustainable Design and Simulation at VELUX, to hear how her team has successfully made simulation a foundational aspect of VELUX’s approach to product development.
A Shift from Individual Initiatives to Strategic Integration
When Katrine joined VELUX, simulations were largely dependent on the initiative of individual engineers. While there were some enthusiastic early adopters, their work was isolated and lacked strategic cohesion. “Simulation was more driven by individual people,” Katrine recalled. Talented engineers were applying simulations to solve specific challenges, but there was no overarching vision guiding the use of simulation as a tool for company-wide impact.
That changed in 2019, catalyzed by Katrine’s experience at the Simulation Leadership Forum, where industry leaders gathered to discuss best practices and shared visions for simulation-driven innovation. Inspired by this experience, VELUX took a significant step forward by establishing a formal simulation strategy. This strategy, Katrine explains, brought much-needed structure and focus, turning simulation from an isolated tool into a pillar of VELUX’s product development process.
“We decided to actually make a simulation strategy – one that would help us get the most out of these talented individuals and unlock the full potential of simulation-driven development across the company,” she said. As a result, VELUX has been able to transition from a culture where simulation was only sometimes utilized to one where it has become central to their development approach.
Aligning Simulation with Business Goals and Driving Cultural Change
One of the primary challenges Katrine highlighted in implementing this strategy was aligning simulation efforts with the broader business objectives at VELUX. While the immediate cost-saving benefits of simulation are easy to see, she found it essential to communicate the other, less quantifiable benefits that simulation brings to the table. This includes benefits like reducing project risks, enhancing product quality, and supporting VELUX’s commitment to sustainability.
Early on, she focused on creating straightforward cost-benefit analyses to demonstrate the tangible savings that simulation could bring. However, she soon realized that focusing solely on cost wasn’t capturing the full picture. Simulation’s role in risk mitigation, for example, is invaluable. By simulating a variety of scenarios, the team can foresee potential issues before they reach the prototype or production stage, saving time, focus, and resources that might otherwise be spent addressing “red flag” issues.
“Imagine adding six months to a project’s timeline due to unforeseen complications,” Katrine explained. “Everyone understands the value of avoiding delays like that.” In a fast-paced industry where market demands shift rapidly, the ability to identify and mitigate risks early on has proven invaluable for VELUX.
Building Agility with Simulation-Driven Development
Another critical outcome of integrating simulation into VELUX’s strategy is the agility it has provided. By utilizing simulations, the team can quickly iterate on designs, test multiple concepts, and make adjustments without the time and cost burdens associated with physical prototyping. This ability to “fail fast” and move on with minimal consequences allows VELUX to respond more effectively to evolving market demands.
“We’re able to do a thousand different iterations and zoom in on what’s important,” said Katrine. “That agility is a key value for VELUX.” Simulation-driven development gives VELUX a competitive advantage by allowing it to accelerate the pace of innovation, reduce time to market, and pivot quickly in response to new challenges or opportunities.
Fostering a Culture of Collaboration Between Engineering and Management
A crucial aspect of VELUX’s success in implementing a simulation-driven approach lies in fostering collaboration between engineering and management teams. In many companies, the adoption of simulations can create tension, as it may be viewed as a replacement for traditional testing methods. VELUX, however, took a different approach, emphasizing that simulations and prototyping are complementary, not competitive.
“Our focus was on how we could make testing and simulation enhance each other,” Katrine explained. “Simulation helps us to create more detailed prototypes, and test results provide insights that feed back into our simulations.” This emphasis on synergy rather than replacement has improved collaboration across teams and helped build a unified approach to product development.
The Role of Simulation Leadership and Networking
The culture of simulation leadership in Denmark has also played an important role in VELUX’s success. Being situated near other companies facing similar challenges allows VELUX to network, share ideas, and learn from their peers’ successes and setbacks. For Katrine, events like the Simulation Leadership Forum have been invaluable, as they bring together leaders from various industries to discuss not only the technical aspects of simulation but also the organizational and cultural challenges.
“Everyone you talk to faces the same challenges, regardless of their industry,” Katrine noted. “The Forum is a place where we can share success stories and also be honest about what’s difficult.” This sense of shared experience and collaboration has enriched VELUX’s approach, allowing the company to draw inspiration from others’ strategies, adapt them to their own needs, and, in turn, help elevate the standards of simulation leadership in the region – and beyond.
Looking Ahead: The Future of Simulation at VELUX
Looking forward, Katrine envisions a future where simulation is not just a tool but a core mindset embedded in VELUX’s development process. This involves democratizing simulation so that it’s accessible to more team members, fostering a company-wide understanding of its value, and building a shared commitment to innovation.
“In the beginning, we had a few simulation engineers handling all of the simulations,” she shared. “Now, we’re integrating it into everyday product development processes, and more people are adopting this way of working.” The aim is for simulation-driven development to become second nature to the entire team.
Katrine is also keeping a close eye on the role that artificial intelligence (AI) will play in shaping the future of simulation. Though the technology is still evolving, Katrine believes that AI will significantly impact simulation, enhancing its predictive power and making it even more valuable in decision-making.
Embracing Simulation-Driven Innovation
VELUX’s journey with simulation-driven innovation serves as a powerful example of how to integrate new technologies strategically and meaningfully. From aligning simulation with business goals to building a culture of collaboration, VELUX has shown that effective simulation leadership requires more than just technology – it requires vision, adaptability, and an emphasis on real-world impact.
As VELUX continues to refine its simulation-driven approach, they are well-positioned to lead in sustainable, efficient product development. Their story reminds us that simulation’s true power lies not just in its capabilities but in the strategic foresight and cultural commitment that allows those capabilities to reach their full potential.
Tune in to the full podcast episode to learn more from Katrine on how VELUX is transforming product development with simulation. Whether you’re an engineer, a leader, or simply interested in the future of technology, this conversation is filled with insights that will inspire you to think about simulation in a whole new light.
Listen to our podcast featuring Katrine
