Product envelopes: designing positive interplay between brand DNA and customer co-designers

Bardill, Andy ORCID logoORCID:, Herd, Kate ORCID logoORCID: and Karamanoglu, Mehmet ORCID logoORCID: (2007) Product envelopes: designing positive interplay between brand DNA and customer co-designers. International Journal of Mass Customization, 2 (1/2) . pp. 57-75. ISSN 1742-4208 [Article] (doi:10.1504/IJMASSC.2007.012813)


This paper presents the development of the complete conceptual model for an MC product offering; the Product Envelope. A literature review synthesises and presents new terminology relating to the design of MC products. It identifies that mass customisation takes place through the interaction between customer, product and producer (CPP Interactions). When designing these CPP interactions, it identifies two classes of design that mediate them; Macro and Micro level. It describes a range of approaches to product customisation and presents new meta customisation classes; Object, Parameter and Hybrid customisation. The paper links the process of mass customisation with emotional connection with a product and discusses the role of brand in this connection and in product selection.

A four pleasures analysis is presented and the resultant hypotheses are used to reveal the complete model. This model is the first complete expression of the design efforts necessary to support a truly coherent, user-centric, MC product offering.

This paper has been published by the only journal that focuses specifically on the practice of Mass-customisation.

Item Type: Article
Research Areas: A. > School of Science and Technology > Computer Science > Intelligent Environments group
A. > School of Science and Technology > Design Engineering and Mathematics
Item ID: 446
Useful Links:
Depositing User: Repository team
Date Deposited: 13 Nov 2008 14:17
Last Modified: 06 Jun 2019 05:33

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