7 Strengthening Aesthetic Individualization in Product Design …
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variety of variations. For the customer the space allocated for generating solutions is
always limited and dependent on the designer‘s concept for the product. However,
the aesthetic needs and wants of the customer cannot always be predicted.
A complete functional and aesthetic fit cannot therefore be guaranteed for all
customers. Nonetheless, a tendentially stronger functional and aesthetic fit of the
product is essential for achieving increased levels of product-consumer attachment,
and this in turn can lead to greater product sustainability. Also the need of uniqueness,
which is important when it comes to the product attachment of the customers, cannot
be properly satisfied by mass customization, because individuals are able to use the
same components for their designs.
7.3 Research Approach
Mass customization currently offers the greatest possible individualization option on
the market. However, the customer’s customization options are limited to modules
designed by designers. The degree of individualization is limited.
It is unclear if a greater degree of individualization than the customization levels
that can be found in today’s industry is even desired or recommended by customers.
This assumption still needs to be proven.
It has also not yet been proven whether a stronger degree of individualization
actually leads to an increase in product attachment and longer usage periods of
the products. Furthermore, no studies have been conducted to clarify which products
consumers want to individualize to a greater degree. It is also unknown how a stronger
degree of individualization can be achieved compared to today’s methods of mass
customization. Since such a concept has not yet been explored, no requirements have
been defined on the system or the users of the system.
A mixed-method approach was chosen to investigate the topic more closely.
An empirical study was conducted to determine whether customers would like to
expand the space allocated for generating solutions and whether this would have
the positive effects mentioned above. In addition, the study investigates for which
product categories consumers have the greatest interest in achieving increased levels
of individualization. For the second part, a qualitative research approach was chosen.
It was additionally investigated how a stronger aesthetic individualization can be
possible taking into account cost and time efficiency and the user experience. To find
this out, a qualitative research approach was chosen.
A workshop with relevant stakeholders was conducted for this purpose. The workshop configuration was based on the pre-given structure respecting the standards
of the German Institute for Standardization which is formulated for the design of
interactive, human-cantered systems.
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variety of variations. For the customer the space allocated for generating solutions is
always limited and dependent on the designer‘s concept for the product. However,
the aesthetic needs and wants of the customer cannot always be predicted.
A complete functional and aesthetic fit cannot therefore be guaranteed for all
customers. Nonetheless, a tendentially stronger functional and aesthetic fit of the
product is essential for achieving increased levels of product-consumer attachment,
and this in turn can lead to greater product sustainability. Also the need of uniqueness,
which is important when it comes to the product attachment of the customers, cannot
be properly satisfied by mass customization, because individuals are able to use the
same components for their designs.
7.3 Research Approach
Mass customization currently offers the greatest possible individualization option on
the market. However, the customer’s customization options are limited to modules
designed by designers. The degree of individualization is limited.
It is unclear if a greater degree of individualization than the customization levels
that can be found in today’s industry is even desired or recommended by customers.
This assumption still needs to be proven.
It has also not yet been proven whether a stronger degree of individualization
actually leads to an increase in product attachment and longer usage periods of
the products. Furthermore, no studies have been conducted to clarify which products
consumers want to individualize to a greater degree. It is also unknown how a stronger
degree of individualization can be achieved compared to today’s methods of mass
customization. Since such a concept has not yet been explored, no requirements have
been defined on the system or the users of the system.
A mixed-method approach was chosen to investigate the topic more closely.
An empirical study was conducted to determine whether customers would like to
expand the space allocated for generating solutions and whether this would have
the positive effects mentioned above. In addition, the study investigates for which
product categories consumers have the greatest interest in achieving increased levels
of individualization. For the second part, a qualitative research approach was chosen.
It was additionally investigated how a stronger aesthetic individualization can be
possible taking into account cost and time efficiency and the user experience. To find
this out, a qualitative research approach was chosen.
A workshop with relevant stakeholders was conducted for this purpose. The workshop configuration was based on the pre-given structure respecting the standards
of the German Institute for Standardization which is formulated for the design of
interactive, human-cantered systems.