Mass Customization WON’T Make it for a Mainstream Business Model
…because most mass customizers don’t stop puzzling their prosumers.
In my article “Why Generative Design Pushes Mass Customization to the Next Level” I allured that the mass customization management system has still not made it for a mainstream business model.
The main reason why?
Companies are overburdening its prosumers with pointless customization choices (a.k.a The Paradox of Choice).
Design Space/Solution Space (red shape)
I also introduced the concept of the “Solution Space“. Frank Piller, Fabrizio Salvador and Martin de Holan from MIT Sloan School of Management argue that introducing the concept of the Solution Space, mass customization is applicable to most businesses.
So what does all this have to do with Fluid Forms? Everything!
Creating and implementing Solution Spaces or Design Spaces (as we prefer to call it) for mass customization was one key topic of Hanne’s academic diploma thesis back in 2004.
The Design Space, a set of mathematical rules to be understood as the border within prosumers can move freely and create their own unique objects, is the origin of Fluid Forms custom products.
By defining a Design Space for every product idea we try to limit customization variety to an essential, often emotional core. With the Earth Bowl as an example, customization is focused on favorite places or places someone has a strong emotional connection to.
Additionally our Creative Coders use Design Spaces to guarantee that each fluid form created online is functional, producible and cost-effective. Defining Design Spaces we can also assure that our products are in accordance with the design essence initially conceived by the Creative Coder.
Some of you probably argue now that with the Earth design interface you have almost infinite customization choice. Superficially looked at this might be true. But really think for yourself: How many favorite places on Earth do you have or do your friends have you would like to turn into a unique product? Thousands? I would guess a few.
Next time I will have a closer look on the mathematical rules I mentioned above. But don’t be afraid! I won’t make a lesson in algebra.
I just want to introduce the kind of programming which is necessary for creating fluid forms: Creative Coding.
What’s your opinion? What’s the reason that mass customization is still a niche phenomena?
