7 Strengthening Aesthetic Individualization in Product Design …
101
designers and consequently they manage to configure their desired product. To make
the selection, customers use a so-called interaction or co-design system. The most
common practice is described by Piller.
According to this, consumers can select a basic product at the beginning, which
they can then adapt virtually through several further modules. At the same time, a
plausibility check of the selected modules runs in the background of the system each
time another module is selected. If all selected parts are confirmed by the system
and the consumer is satisfied with the final product, the product can be manufactured
(Reichwald and Piller 2009).
The configuration process can take place either offline, e.g. in the manufacturer’s
shop, or online. In the offline environment, the configuration can be operated either
with the help of a representative of the manufacturer or by the customers themselves.
In the online environment, the process can either run according to a fixed procedural
sequence, an unsteady sequence or completely freely (Reichwald and Piller 2009)
(Fig. 7.2).
The space allocated for generating solutions has a decisive role on the success of
the production process. In the co-production or co-design process, the product structure should already be optimized for the mass customization process. For example,
standardized and configurable modules should be used (Lindemann and Reichwald
2006). The product structure is often divided into a fixed and a variable area. The variable area can be mandatory or optional. In addition, a distinction is made between the
situation in which the variable area was previously divided into selectable options and
the situation in which the variable area is defined as a free space. Consequently, the
space allocated for generating solutions always represents a finitely limited number
of product variants (Lindemann and Reichwald 2006).
Customers have new roles to play in co-production or co-design processes. The
designer is no longer solely responsible for the aesthetic features of the product. The
customer himself is involved in the product development. The designer also has the
new role of transferring knowledge (and responsibility) to the customer. This means
that both the designer and the customer should develop new skills needed for the new
production strategy to be successful. In the mass customization process, the customer
is no longer only informed about the product selection, but it is also implicated quite
early in the creative process (Sanders and Stappers 2008).
7.2.2 Potentials and Challenges
Mass customization can therefore be a possible coping strategy that could stimulate
consumers to use products in a more sustainable manner. At the same time, it opens
the possibility for companies to gain advantages in the form of valuable information
regarding their consumer wants and needs but also in the form of increased customer
loyalty. At the same time decisive disadvantages can be identified. The space allocated for solutions (that mass customization has) is always limited. In the last step,
customers can sometimes refine the surface of products with samples, photo prints
101
designers and consequently they manage to configure their desired product. To make
the selection, customers use a so-called interaction or co-design system. The most
common practice is described by Piller.
According to this, consumers can select a basic product at the beginning, which
they can then adapt virtually through several further modules. At the same time, a
plausibility check of the selected modules runs in the background of the system each
time another module is selected. If all selected parts are confirmed by the system
and the consumer is satisfied with the final product, the product can be manufactured
(Reichwald and Piller 2009).
The configuration process can take place either offline, e.g. in the manufacturer’s
shop, or online. In the offline environment, the configuration can be operated either
with the help of a representative of the manufacturer or by the customers themselves.
In the online environment, the process can either run according to a fixed procedural
sequence, an unsteady sequence or completely freely (Reichwald and Piller 2009)
(Fig. 7.2).
The space allocated for generating solutions has a decisive role on the success of
the production process. In the co-production or co-design process, the product structure should already be optimized for the mass customization process. For example,
standardized and configurable modules should be used (Lindemann and Reichwald
2006). The product structure is often divided into a fixed and a variable area. The variable area can be mandatory or optional. In addition, a distinction is made between the
situation in which the variable area was previously divided into selectable options and
the situation in which the variable area is defined as a free space. Consequently, the
space allocated for generating solutions always represents a finitely limited number
of product variants (Lindemann and Reichwald 2006).
Customers have new roles to play in co-production or co-design processes. The
designer is no longer solely responsible for the aesthetic features of the product. The
customer himself is involved in the product development. The designer also has the
new role of transferring knowledge (and responsibility) to the customer. This means
that both the designer and the customer should develop new skills needed for the new
production strategy to be successful. In the mass customization process, the customer
is no longer only informed about the product selection, but it is also implicated quite
early in the creative process (Sanders and Stappers 2008).
7.2.2 Potentials and Challenges
Mass customization can therefore be a possible coping strategy that could stimulate
consumers to use products in a more sustainable manner. At the same time, it opens
the possibility for companies to gain advantages in the form of valuable information
regarding their consumer wants and needs but also in the form of increased customer
loyalty. At the same time decisive disadvantages can be identified. The space allocated for solutions (that mass customization has) is always limited. In the last step,
customers can sometimes refine the surface of products with samples, photo prints