Principles for User Design of Customized Products

Abstract

User design is a particular form of product customization that allows the customer to specify the properties of a product. User design has emerged as a mechanism to build brand loyalty, to fit products to the heterogeneous needs of a market, and to differentiate the offerings of a manufacturer. However, many consumers face daunting challenges in designing a product that fits their personal needs. This makes it essential for producers of customized goods and services to create user interfaces that are effective in supporting consumers in the user design process. This article defines the fundamental information-processing problem associated with user design of customized products and articulates five principles of user design. It then outlines actions that can be taken to improve user design systems. Disciplines Marketing | Other BusinessThis journal article is available at ScholarlyCommons: http://repository.upenn.edu/oid_papers/251 Principles for User Design of Customized ProductsTaylor Randall Christian Terwiesch Karl T. Ulrich P roduct customization uses a flexible production system to deliver a product to order that matches the needs of an individual customer or user. User design is a particular form of product customization that allows the user to specify the properties of that product. Consider these examples.• At Nikeid.com, consumers can design an athletic OT casual shoe to their specifications on line, selecting almost every element of the shoe from the material of the sole to the color of the shoelace.' • Del! assembles laptop computers to order. Consumers configure their computer using the company's web site.• Eleuria sells custom perfumes. Each product is created in response to a user profile constructed from responses to a survey ahout habits and preferences. Eleuria provides a sample at modest cost to verify fit.* • Lands' End offers customized shirts and pants. Consumers specify style parameters, measurements, and fabrics through the company's web site. These settings are saved so that returning users can easily order a duplicate item.'* • Cannondale allows consumers to specify the parameters that define a road bike frame, including custom colors and inscriptions. The user specifies the parameters on the company's web site and then arranges for delivery through a dealer.Ŵ e acknowledge the substantial contributions of Rachel Nation. Gabe Silvasi, Johnny Lee, Martha Eining, Chetan Salian, Noah Springer, Ryan Sundquist, and Mattias Kellmer. We would also tike to thank Dell Computer. Two anonymous reviewers and the editor provided useful feedback on an earlier version of the article.CALIFORNIA MANAGEMENT REVIEW VOL 47, NO. 4 SU' principles for User Design of Customized Products User design has emerged as a mechanism to huild brand loyally, to fit products to the heterogeneous needs of a market, and to differentiate the offerings of a manufacturer.^ User design offers the possihility of exploiting the capabilities of the Internet to deliver a highly differentiated product instead of intensifyin...

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“…Customer-perceived value and consequently their shopping experience enhance as much as their interactions are tailored to their unique requirements. 16 Some inconveniences that infl uence the customer decision process to buy a customized product are as follows: fi rst, the higher prices of mass-customized products in contrast to standardized products, which force customers to pay a premium to get what they want. Second, mass customization disables having a fi nished product at the time of purchase, making customers wait for delivery.…”

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