Redefining design and manufacture in the Digital Economy

Digitally bespoke
Redeﬁning product design and manufacture in digital consumer culture

Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan

Tuesday, 18 October 11


Contents

PART 1: LANDSCAPE
Background, literature and standpoints

PART 2: RESEARCH AGENDA
Hypothesis and research questions

PART 3: RESEARCH DESIGN
Methods, data collection and analysis




Part 1: Landscape

Digitisation and convergence of
design and manufacture in digital
consumer culture is redeﬁning
organisation and practice in design
and manufacture.



Industrial
-isation
Design
Taylorism

Manufacture Mass production

Fordism

Advertising Mail order
Window
dressing

Marketing Department
stores

Consumer
Culture
Mass
consumption


Online
Market-
P2P
places

Mass
Customisation
Post fordism

Agile Lean

Flexible
specialisation

UCD Participatory User led




Service
Collaborative Pro- Co-creation dominant
consumption sumerism of value logic

Web 2.0

Digital
design Co design Participatory Meta-design User-design
tools
Digitisation
Post-industrial +
Convergence

Service- Customer
Distributed On-demand
based facing

Digital
fabrication




Part 1: Landscape

CONSUMER

M
AN
N

UF
I G

AC
ES

TU
D

ER



Part 1: Consumer Culture

identity P2P democratisation
freedom
personalised value seeking
information driven social technologies collaboration
peer recommendation prosumer openWeb 2.0 peer remix
networked
user generated
participation creative consumers
conviviality adaptable co creation
prosumer capitalism
value co-creation





‘...the consumer’s charmed transformation from a
passive recipient of messages and commodities to an
active interpreter and maker of both, a transformation
often expressed by the neologism prosumer’
(Prahalad and Ramaswamy, 2004; Jenkins, 2006;
Tapscott and Williams, 2006; von Hippel, 2005)





‘...the co-creation economy is about experimenting
with new possibilities for value creation that are based
on the expropriation of free cultural, technological,
social, and affective labor of the consumer masses.’
(Zwick, Bonsu, & Darmody, 2008)

‘Self-service economies’
(Gershuny, 1978)




Part 1: Design

information driven service based
data driven
API democratisation
generative design
social product design collaboration
open Web 2.0 toolkits

participation creative consumers
co creation
computational crowd sourcing
user design
participatory co-creation
consumer applications
co design user generated networked



Spectacle

Consumer experience Data driven Intuitive

‘Through the combination of innovative and
emerging design and manufacturing technologies, a
new bespoke industrial design methodology is Commoditsed
emerging whereby there will be the ability for Service
individuals to cost effectively control the design and
Generative of individual customised products.
manufacture Consumer App
(Campbell, Hague, Sener, Wormald, 2003)

Co-creation

Embodied Bounded

Interactive Personalised Parameterised



Part 1: Manufacture

Service

Personal

Designer Manufacturer

Retail Manufacturer

Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Community



Part 1: Manufacture

ON DEMAND
DESIGN AND
MANUFACTURE 1.Personal
2.Community
3.Designer Manufacturer
PERSONAL
COMMUNITY CONSUMER CULTURE
DESIGN
STUDIO
4.Retail Manufacturer
RETAIL
5.Service
FAB
FAB-LABS
SERVICE ADD-ON
STORE
ADD-ON BASED
MANUFACTURE

DESIGN
MANUFACTURE STUDIO DESIGN
ADD-ON




Part 1: Standpoints

• Design, manufacturing and consumption ofmanufacturing and consumption of
Design, products is changing
products is changing.
• Continued digitisation and convergence of design and manufacture
Continued digitisation and convergence of design
• Development of design tools for consumers
and manufacture

• Design/manufacturing, consumer/manufacturer convergence of customer facing
Evident through the emergence
on-demand design and manufacturing approaches
• Enabling on-demand, customer facing design and manufacturing
Design processes are being commodiﬁed
• Situating design and manufacture as both a service and self service
• Focus on service dominant logic and co creation of value
• Commodiﬁcation of the design and manufacturing process




Part 2: Research agenda

It is possible to create an experience
is possible to commoditize
or process of both designing and
processes of design and making.
manufacturing that people will
consume as a commodity in itself.





How is the design and manufacturing
process commodiﬁed?





How do organisations implement
design and manufacturing strategies
to exploit the commodiﬁed
experience?





What value do consumers ascribe to
the commodiﬁed design &
manufacture process?




Part 3: Research design

Interviews (Industry)* Pilot user testing of tools Exploratory case studies Literature
Stage one Open ended, semi structured Usability Usability, Likert scale, probes, inter-
views, Vickrey auction, Becker,
Review
Oct - Jan DeGroot-Marschak method

Participant Observation Participation in the development Interviews (Industry) Literature
In house study of industry practice and implementation of Open ended, semi structured Review
Stage two on-demand design and Interviews (Consumer)
manufacturing approaches
Online/offline
Jan - Jun Jan - Jun Jan - Jun Jan - Jun

Secondary intervention Usability, Likert scale, probes, inter- Literature
Stage three Action research Implenentation of a test case views, Vickrey auction, Becker, Review
Jun-Sep Jun-Sep Jun-Sep DeGroot-Marschak method Jun-Sep



Redefining design and manufacture in the Digital Economy

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