mcpc 2011 design for co-design

Mass Customisation:

Kate Herd Twitter: @kateherdkruger

Kate Herd, Andy Bardill & Mehmet Karamanoglu

what are we designing?

SOURCE: http://www.configurator-database.com/

“Once upon a time there were producers and consumers.

Their roles were static and well defined” (Howe 2009, p71)

As with many emerging paradigms, much of the research in the mass

customization literature has focused upon aspects of how it’s done, as opposed to what are we trying to achieve (Brabazon 2005)

IMAGE SOURCE: Karger, M., Richter, A., Sadek, T. & Strotmann, W. (2010). Flexibility of industrial product service systems - an assessment based on

concept modelling. Arbeitsberichte des Lehrstuhls für Produktionswirtschaft.

Not just an MC product…but

an MC product

offering This encapsulates not just

the resultant product, but the

blend of tangible and intangible elements that

describe the entirety of the co-design experience

SOURCE: FREITAG purchase

a co-design experience

Consists not only of the activities that relate to the

co-design of the product via the product

configurator, but a co-design experience comprises both tangible and intangible elements,

encompassing the entire purchasing experience

from the beginning of co-design activity through

to the receipt of the customised product and

beyond

(Herd, Bardill & Karamanoglu 2009)

1. Questions prior to co-design activity at the

configurator

2. Questions during or after co-design

activity at the configurator

Adapted from Sleeswijk Visser et al. (2005)

“we need not only a window into the user’s life, but also an

explanation of how he sees things in that window” Mattelmäki (2003)

IMAGE SOURCE: http://www.johnniemoore.com

“a singular experience is made

up of an infinite amount of

smaller experiences, relating to

contexts, people and products” (Forlizzi and Ford 2000, p420)

IMAGE SOURCE: http://creativeandlive.com/archives/2008/02/17/lego-art

IMAGE SOURCE: http://experiencematters.files.wordpress.com/2009/03/legowheel.png

IMAGE SOURCE: http://www.joycehostyn.com/blog/wp-content/uploads/2010/03/starbucks-experience-map.png

1.Literature review: MC, customer

experience and service design literature

2.Immersion: engaging as a customer co-

designer to purchase a range of products and

recording the experiences

3.Probing: using design probes with a series of

customer co-designers to gain insight and information

into the individuals and their experiences

PUMA

My K-Swiss

NikeiD

FREITAG

Timbuk2

YourDesign.co.uk

Spreadshirt

Threadless

FREITAG, PUMA, NikeiD, Timbuk2 & My K-Swiss

explore engage anticipate own

• co-design

• transaction

• confirmation

• manufacture

• dispatch

• receipt

• it’s mine

Socio-pleasure: Relationships with

others, aspects of

products which confer

social, material or

cultural status

Physio-pleasure: Relates to the body

and is concerned with

positive feedback from

the sensory organs

Psycho-pleasure: A user’s cognitive

interaction with a product

and their subsequent

emotional reaction

Ideo-pleasure: Peoples values from

aesthetics to ethics.

Defines how people

do, and would like to

see themselves

The probes allow us to tell stories about our co-designers

and their co-design experience

“I’m seeing a progress bar that shows

me how far I’ve reached in the design

stage, so I’m nine out of eleven, so that

indicates that I probably need to, erm…

there’s something else that needs

changing in terms of colour, so I’m…

kind of looking around…to see…”

Participant 03 voice recorder notes – Nike iD trainers

“I love the bag…I haven’t stopped, it has

like, a special place…it sits on top of the

fridge”

Participant 02 post-purchase interview – FREITAG bag

IMAGE SOURCE: http://dancingperfectlyfree.com/tag/contemporary-dance/page/2/

What stages of a co-design experience do we need to choreograph?

“Good design is at the intersection of business and human goals. It’s not just about

users, and it’s not just about business—it’s about balancing both” (Jess McMullin)

IMAGE SOURCE: http://whitekaos.wordpress.com/2011/05/24/first-steps-of-the-hub-gipuzkoa/

Thank you! Kate Herd, A. Bardill, M.Karamanoglu

k.herd@mdx.ac.uk @kateherdkruger