Redefining design and manufacture in the Digital Economy
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The document discusses how digitization and the convergence of design and manufacturing in a digital consumer culture is redefining how products are designed and made. It covers the changing landscape from industrialization to today's digital world, and how consumers are increasingly active participants through concepts like user-generated content, peer production, and co-creation of value.
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Redefining design and manufacture in the Digital Economy
- 1. Digitally bespoke Redefining product design and manufacture in digital consumer culture Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 2. Redefining product design and manufacture in digital consumer culture Contents PART 1: LANDSCAPE Background, literature and standpoints PART 2: RESEARCH AGENDA Hypothesis and research questions PART 3: RESEARCH DESIGN Methods, data collection and analysis Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 3. Redefining product design and manufacture in digital consumer culture Part 1: Landscape Digitisation and convergence of design and manufacture in digital consumer culture is redefining organisation and practice in design and manufacture. Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 4. Industrial -isation Redefining product design and manufacture in digital consumer culture Design Taylorism Manufacture Mass production Fordism Advertising Mail order Window dressing Marketing Department stores Consumer Culture Mass consumption Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 5. Online Market- P2P Redefining product design and manufacture in digital consumer culture places Mass Customisation Post fordism Agile Lean Flexible specialisation UCD Participatory User led Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 6. Redefining product design and manufacture in digital consumer culture Service Collaborative Pro- Co-creation dominant consumption sumerism of value logic Web 2.0 Digital design Co design Participatory Meta-design User-design tools Digitisation Post-industrial + Convergence Service- Customer Distributed On-demand based facing Digital fabrication Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 7. Redefining product design and manufacture in digital consumer culture Part 1: Landscape CONSUMER M AN N UF I G AC ES TU D ER Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 8. Redefining product design and manufacture in digital consumer culture Part 1: Consumer Culture identity P2P democratisation freedom personalised value seeking information driven social technologies collaboration peer recommendation prosumer openWeb 2.0 peer remix networked user generated participation creative consumers conviviality adaptable co creation prosumer capitalism value co-creation Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 9. Redefining product design and manufacture in digital consumer culture Part 1: Consumer Culture ‘...the consumer’s charmed transformation from a passive recipient of messages and commodities to an active interpreter and maker of both, a transformation often expressed by the neologism prosumer’ (Prahalad and Ramaswamy, 2004; Jenkins, 2006; Tapscott and Williams, 2006; von Hippel, 2005) Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 10. Redefining product design and manufacture in digital consumer culture Part 1: Consumer Culture ‘...the co-creation economy is about experimenting with new possibilities for value creation that are based on the expropriation of free cultural, technological, social, and affective labor of the consumer masses.’ (Zwick, Bonsu, & Darmody, 2008) ‘Self-service economies’ (Gershuny, 1978) Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 11. Redefining product design and manufacture in digital consumer culture Part 1: Design information driven service based data driven API democratisation generative design social product design collaboration open Web 2.0 toolkits participation creative consumers co creation computational crowd sourcing user design participatory co-creation consumer applications co design user generated networked Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 12. Spectacle Redefining product design and manufacture in digital consumer culture Consumer experience Data driven Intuitive ‘Through the combination of innovative and emerging design and manufacturing technologies, a new bespoke industrial design methodology is Commoditsed emerging whereby there will be the ability for Service individuals to cost effectively control the design and Generative of individual customised products. manufacture Consumer App (Campbell, Hague, Sener, Wormald, 2003) Co-creation Embodied Bounded Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Interactive Personalised Parameterised Tuesday, 18 October 11
- 13. Redefining product design and manufacture in digital consumer culture Part 1: Manufacture Service Personal Designer Manufacturer Retail Manufacturer Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Community Tuesday, 18 October 11
- 14. Redefining product design and manufacture in digital consumer culture Part 1: Manufacture ON DEMAND DESIGN AND MANUFACTURE 1.Personal 2.Community 3.Designer Manufacturer PERSONAL COMMUNITY CONSUMER CULTURE DESIGN STUDIO 4.Retail Manufacturer RETAIL 5.Service FAB FAB-LABS SERVICE ADD-ON STORE ADD-ON BASED MANUFACTURE DESIGN MANUFACTURE STUDIO DESIGN ADD-ON Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 15. Redefining product design and manufacture in digital consumer culture Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 16. Redefining product design and manufacture in digital consumer culture Part 1: Standpoints • Design, manufacturing and consumption ofmanufacturing and consumption of Design, products is changing products is changing. • Continued digitisation and convergence of design and manufacture Continued digitisation and convergence of design • Development of design tools for consumers and manufacture • Design/manufacturing, consumer/manufacturer convergence of customer facing Evident through the emergence on-demand design and manufacturing approaches • Enabling on-demand, customer facing design and manufacturing Design processes are being commodified • Situating design and manufacture as both a service and self service • Focus on service dominant logic and co creation of value • Commodification of the design and manufacturing process Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 17. Redefining product design and manufacture in digital consumer culture Part 2: Research agenda It is possible to create an experience is possible to commoditize or process of both designing and processes of design and making. manufacturing that people will consume as a commodity in itself. Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 18. Redefining product design and manufacture in digital consumer culture Part 2: Research agenda How is the design and manufacturing process commodified? Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 19. Redefining product design and manufacture in digital consumer culture Part 2: Research agenda How do organisations implement design and manufacturing strategies to exploit the commodified experience? Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 20. Redefining product design and manufacture in digital consumer culture Part 2: Research agenda What value do consumers ascribe to the commodified design & manufacture process? Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 21. Redefining product design and manufacture in digital consumer culture Part 3: Research design Interviews (Industry)* Pilot user testing of tools Exploratory case studies Literature Stage one Open ended, semi structured Usability Usability, Likert scale, probes, inter- views, Vickrey auction, Becker, Review Oct - Jan DeGroot-Marschak method Participant Observation Participation in the development Interviews (Industry) Literature In house study of industry practice and implementation of Open ended, semi structured Review Stage two on-demand design and Interviews (Consumer) manufacturing approaches Online/offline Jan - Jun Jan - Jun Jan - Jun Jan - Jun Secondary intervention Usability, Likert scale, probes, inter- Literature Stage three Action research Implenentation of a test case views, Vickrey auction, Becker, Review Jun-Sep Jun-Sep Jun-Sep DeGroot-Marschak method Jun-Sep Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 22. Redefining product design and manufacture in digital consumer culture Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11
- 23. Redefining product design and manufacture in digital consumer culture Natasha Carolan | HighWire Doctoral Training Centre | @natashacarolan Tuesday, 18 October 11