“Roll over, Henry Ford. Today you can have any color you want, as long as it’s the one you want” (Gilmore and Pine 2000, pvii).
As mass customisation (MC) increases in both popularity and accessibility, it raises questions as to the nature and notion of the customer co-design experience; what is a ‘co-design experience’, and how can this be best designed for? This paper posits that by its very nature, a co-design experience consists of activities that relate to the co-design of the product via the product configurator (physical store, online store etc), but also that a co-design experience is broader than that, comprising both tangible and intangible elements, and encompassing the entire purchasing experience from the beginning of co-design activity through to the receipt of the customised product and beyond. Traditional research methods will often fail to capture the entirety of this experience. This paper highlights the need for empathic research methods which go beyond current research within the field of MC, and discusses the development of a design probe used to gain insight into co-design experiences.
|Keywords:||Customer Co-designer, Mass Customisation, Mass Customization, Empathic Design, Design Probe, Customer Experience, Design Research, Touch Points|
Lecturer, Product Design and Engineering, Middlesex University, London, UK
Director of Product Design and Engineering Programmes, Product Design and Engineering, Middlesex University, London, UK
Principal lecturer and head of the Product Design Research Centre, Product Design and Engineering, Middlesex University, London, UK
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