The term ‘Mass customization’ was coined by writer Stan Davis in his book Future Perfect but the term was popularized by writer Joe Pine. Mass customization has different implications for different products and in different sectors. There are also different methods and strategies to achieve it. Some products can be tailored or customized at the retail outlet or dealer (‘post-production customization’). Other products may adapt to the user, as for example, the intelligent systems, increasingly available in cars, that adapt (transparently) to your style of driving (‘adaptive customization’).
-the consumer becomes involved (design, fabrication, assembly, or post-production),
-For some—especially product designers—mass customization means a return to the era of the designer-maker and for others— especially design engineers—
-One of the key ideas and strategies to achieve mass customization is modularization - products are ‘decomposed’ into modular components or subsystems that can be recombined to more nearly satisfy consumer needs.
How far will Mass Customization Go?
-consumers can make design decisions, which would normally be made by designers. Hence Co-Design.
- ALL products can be customized. (it means that there are future) .. if you involve the consumer in the design it means that he is also a designer (co-design) hene is more probable to link the desire of him to purchase the product!
-Consumers will become, what Alvin Toffler termed, ‘prosumers’ (Prosumption = Consumption + Production). and co-designers of product-solutions for their individual needs.
-Similarly, the task of design will also change. Clearly customization will have to be designed into products. Customization as a product !
»>Similarly, the new product design process will also include designing the design tools and interfaces for consumers as co-designers that will configure or determine the kinds of choices consumers will make and perhaps simulate the actual product.»> the designer or PD (product designer) as Custom Product Design Engineer (or programmer)
-In many ways, it is extends the kind of customer involvement that is already seen in concurrent engineering: it can now be in real-time and on going on an individual basis
-In this new paradigm the central issue is probably the balance between standardization and the relative freedom of choice that consumers are offered. (this is the level of control we want to give to the consumer to “choose”)
-And perhaps above all, what is the best way to interact with consumers as co-designers? do custoemrs really want to enjoy the product design process or are more passive?
…But many of the same questions arise. How will mass customization and co-design effect the architectural design process?
"…We used to live in a world in which most things had to be made to be the same, but we are about to enter a new era where, if we want it, many things or perhaps all things can be different. …"
Why Mass-Customization products are the future of product Innovation?»>User Innovation
- Digital experiences are beginning to influence customer expectations. Even if they are not yet customizing products, consumers are able to customize other aspects of their experience when shopping online these days. Once they get a taste of mass customized products, Forrester wagers, they’ll be hooked.
- The technology used to interface with customers is getting cheaper, and costs will continue to drop.
- The future of customer-facing interfaces, which includes touch screens, gestural interfaces like Kinect and even brainwave-powered computing, will open up further opportunities for product co-creation.