Sessions
Session 3
Success Stories: Mass Customization in Practice
Monday Oct 5 2009
11:00-12:20
Zimmermann, Uwe (d|o|m Deutsche Online Medien GmbH, Germany)
Success Story d|o|m
Deutsche Online Medien (d|o|m) is a full service provider in the field of online photo and printing services and is based in Germany. d|o|m provides well-known business customers with online photo services which they again offer to their end customers who wish to design and personalize products using their own pictures, such as photo books or gifts like mugs, calenders etc. My presentation will focus on the success story of one of our customers: fotokasten.de. fotokasten started out in the year 2000 then selling ordinary prints and from there moved on to more and more elaborate products like calendars or photo books. I am going to share with you some of what we have learned along the way which might help you to avoid some mistakes and I will supply you with some information about market and environment changes.
Sinclair, Matt (Loughborough University, United Kingdom)
Campbell, R.I. (Loughborough University, United Kingdom)
From Configuration to Design: Capturing the Intent of User-Designers
In recent years it has been suggested that rapid manufacturing presents the possibility of unique or bespoke design, tailored to an individual’s need and wishes. Such a possibility infers direct user interaction with the design of the product, however the specification and design of a suitable toolkit, and the new design tasks a user might be expected to undertake, have received little attention. This paper presents a user trial of the design of a USB memory stick, and investigates the extent to which non-professional user-designers are able to engage in design exploration and to communicate design intent. It compares two scenarios: in the first, users sketched a design on paper without guidance or constraint within a specified (volume) envelope; this design was then interpreted to build a 3D CAD model which the user was subsequently able to modify. In the second scenario users were presented with a choice of existing designs and asked to choose one; this design was then manipulated by the CAD operator to incorporate the user’s desired changes. The paper finds a limited ability amongst non-designers to conduct design exploration through sketching, it also finds a conflict between participants’ preferred design process and their most preferred designs.
Sinclair, Campbell -presentation pdf
Wallin, Johan (Synocus Group, Finland)
Mass-Co-Configuration in Financial Services
The notion of mass-customization has gained increased attention also in services. Successful new business models based on Internet-technologies like Amazon.com and iTunes have shown that the consumers increasingly can co-create and co-configure their own offerings. In financial services niche operators such as eTrade in the United States and eQ in Finland are examples of Internet-upstarts that have used the Internet as a way to mass-customize the offering for a limited bundle of services. For mainstream financial services providers the challenge is how to combine the old logic, based on long-term personal relationships where the service provider is a trusted advisor to the customers, and the new logic whereby the customer him- or herself can configure the service package. This paper provides a real world case description of how this question of mass-co-configuration of the business ecosystem was addressed in one financial institution.
Jawecki, Gregor (HYVE AG, Germany)
Bartl, Michael (HYVE AG, Germany)
Füller, Johann (HYVE AG, Germany)
How to be successful in Co-Creation - The case of Swarovski Gemstone Jewellery
The case of Enlightened-Swarovski Elements Gemstone Jewellery introduces the Innovation Community as an instrument for co-creation and collaborative innovation. Based on web2.0 internet technology the creativity and skills of a huge number of consumers was integrated into the value creation process. Swarovski invited creative consumers and designers to engage in a jewellery-design-community and to generate new and innovative designs for gemstone jewellery. 1.790 participants from all over the world joined the community to showcase their talent and submit their designs. In total, they created 3.180 pieces of jewellery. Of all submissions, 980 were freely created designs and 2.200 designs were made with a provided configuration tool. The participants uploaded own avatars and pictures and contributed more than 33.000 evaluations and 2.900 qualitative comments. The presentation gives detailed insights regarding the proceedings and realization of the co-creation platform and illustrates the winning user designs.
