Design communication for mass customisation

Abstract

Implementing a system of mass customisation requires the firm to co-design a product with its customers. To facilitate mass customisation, many customisers are using product configurators to automate the sales and design process. However, the addition of a configurator drastically alters the flow of design communication, as well as the roles of varying departments throughout the firm. For instance, the design and marketing departments need to shift their focus to the development and support of the product configurator and product platforms. This paper focuses on the changes that a firm may be required to make for the successful implementation of mass customisation. A model that explains the flow of design-related information throughout a firm is proposed, building on the principles from popular literature throughout the field.