Sessions
Session 16
Teaching, Designing and Implementing Mass Customization
Monday Oct 5 2009
17:15-18:35
Walcher, Dominik (Salzburg University of Applied Sciences, Faculty of Design and Product Management, Austria)
Teaching MC - From Ideation to Business Creation
Within the last 3 years I have taught MC to classes at universities in Munich, Salz-burg, St. Gallen, Stuttgart and Helsinki (Arcada). Altogether I saw at least one hun-dred student presentations. Topics of my lecture are: MC Basics (Definition) Classification (Hard vs. Soft Cus-tomization) Strategic Issues (Simultaneous Hybrid Strategy) Profit and Cost Issues (Economies of Modularity, Integration, Decouplement etc.). Moreover many exam-ples are illustrated and discussed. At the end the students get the task to develop an own MC business from the scratch or be a business development department of an existing company heading into MC. They are asked to cover these questions: what do you offer, what is the USP, what are your competitors, what is your positioning, what kind of MC (soft, hard) do you offer, how does the customer interaction works (powerpoint mock up of online configurator), what does your products cost, calculate a rough business plan. All in all we talk about the ideation process of a business with basic marketing con-cerns. Last semester I offered together with a colleague from the entrepreneurship department the lecture "From Ideation to Business Creation", where the students had to deliver a precise business concept with a comprehensive cost calculation. The re-sults were really promising. One student won two prices at business plan competi-tions in Munich and Salzburg. Also he recently got a 50.000€ funding by the Busi-ness Creation Center Salzburg (BCCS) for building a real business. At MCPC 2009 I will present the central findings of my teaching experience and show some good ex-amples. Concluding MC is well suited as teaching umbrella for different marketing, entrepreneurship and innovation management concepts.
Medyna, Galina (Helsinki University of Technology, Finland)
Coatanéa, Eric (Helsinki University of Technology, Finland)
Lahti, Lauri (Helsinki University of Technology, Finland)
Howard, Thomas (University of Bath, United Kingdom)
Christophe, François (Helsinki University of Technology, Finland)
Brace, William (Helsinki University of Technology, Finland)
Creative design: Analysis, ontology and stimulation
This paper establishes an ontology of creativity and innovation processes. A comprehensive review was undertaken describing the four key perspectives of creativity research, namely the creative-output, -process, -person and -environment. The focus of this review is based around the metrics for measuring creativity from each of the above perspectives. These metrics are drawn together in a common model which highlights key considerations when attempting to measure creativity. It was observed that many of the measurements were trying to identify patterns associated with creativity which correlated to a higher potential for creative output. It is argued that metrics linked directly to the creative output provide direct measure for creativity when other metrics related to the environment, person and process are correlated positively or negatively with the potential for creativity. In addition, the FBS framework established from design literature is linked to the principle of continuity argued as a necessary element of creativity in design. It is also argued that innovation requires creativity as an enabler.
Medyna, Coatanea -presentation ppt
Pourmohamadi, Morteza (University of Sydney, Australia)
Saunders, Rob (University of Sydney, Australia)
Designerly Ways of Customising
This paper explores the customisation as a design problem-solving task for customers in mass customisation (MC). In a typical MC system, customers use provided tools to customise their chosen product. We applied Goel’s cognitive method for assessing design problem solving tasks to compare the customisation with design and found a high degree of similarity. Customers who attempt to tackle these designerly tasks will typically have little or no design education. Consequently, we tend to consider the customer’s lack of design experience a forgotten cause of confusion in customer-system interactions. Using the routine/non-routine design classification, we propose a taxonomic framework to classify different roles that a mass customisation system could assign to its customers. Further we use Gero’s Function-Behaviour-Structure model to explain the proposed framework and analyse the processes inside each customisation session. We believe the proposed framework provides guiding principles to support proper design processes within customisation as an effective way of minimise confusion and improve customers’ experience. This is the focus of our future research in designerly ways of customisation.