9-11 January 2017     |     Department of Design   |    IIT Guwahati   |     Guwahati, India
Workshop SIG-EE

Product Customization in pursuit of the Hedonic Value

M. Bordegoni, Politecnico di Milano, Italy
S. Fukuda, Keio University, Japan

The practice of offering users the possibility of individually customizing products before purchasing is leading in various sectors and markets. More and more, there is high demand for shifting from mass production to mass customization to individual customization, or better to co-design with customers.
This new practice poses several issues, including methods and technology for product customization, new manufacturing processes, but mainly new business models.
Users derive hedonic value-in-use when configuring their products themselves. The value for consumers is that instead of owing a mass-produced product they own something they have contributed in designing, and more frequently in making. That increases their loyalty towards brands.
This trend requires a paradigm shift to mass customization, which can be viewed as collaborative efforts between customers and manufacturers, who have different priorities and need to jointly search for solutions that best match customers’ individual specific needs on one side with manufacturers’ customization capabilities on the other side.
Internet creates a lot of opportunities for mass customization, for design and make to order. Companies can maintain a continuous interaction with their clients in real-time by providing digital tools for products configurations or products design.
The rapid diffusion of Additive Manufacturing (AM) - which has been extensively entering the domain of mass production in recent years - generates a more disruptive approach to mass customization. AM, already well-known as an efficient tool for rapid prototyping and new design processes may enable enormous possibilities for individual customization as well.

Invited talks
“ Intrinsic experience and value creation ”, S. Fukuda, Keio University, Japan (virtually there).
“ Can made-to-order replace mass customization? ”, U. Cugini, Politecnico di Milano, Italy.

Workshop participants are invited to give short talks to engage a lively discussion on issues related to product customization and emotional engineering. If interested to give a talk, please send an email to monica.bordegoni@polimi.it with your name, affiliation and title of the talk.

Conference Chair
Debkumar Chakrabarti
DoD, IIT Guwahati
Programme Chair
Amaresh Chakrabarti
CPDM, IISc Bangalore
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