Presented at ELLTA conference 2012

1. Aracha Krasaein
1
Users Innovation as a Model
For the Development of Handicraft
Technopreneurship and Innovation Management Program
Chulalongkorn University, Thailand

2. An activity involving the making of
decorative domestic or other objects
by hand
Displayed relations in term of the
functional and reflects diversity and
uniqueness of traditions, belief and
culture by the place of the origin of
the handicraft.
2
Handicraft

3. Handicrafts are major sources of
income for rural communities
especially in Asian countries
Handicrafts products inhibit
knowledge and skill or “local
wisdom” of the producers in
transforming the natural materials
that can be found locally such as
bamboo, sage, rattan or even clay
and metal.
Handicrafts represent the existence
of the communities.
3
Handicraft: Importance

4. Handicraft: current situation
Fading away from the society when
industrial product taken its place
with more durable and economical.
Changed of people’s daily life –
modern consumer do not need
handicraft products
People from rural villages had to
move into the cities and abandoned
their skills and knowledge in the
productions of handicrafts.
4

5. 5
What could we do to help the handicraft producer?
How could the handicraft product sell when the
producer did not know the market and customers?
Let’s make customers know the producers

6. Low barriers to expression.
Strong support for creating and
sharing one’s creations.
Community - informal
mentorship that believe their
contributions matter, social
connection with one another
Motivation for expression both
Extrinsic and Intrinsic
6
Participatory Culture
Participatory culture is happening
(Henry Jenkins, 2006)

7. An innovation by users or consumer
users, rather than by suppliers
User innovation happens when users
have specific problems but does not
have any option from the
manufactured products,
Then develop their own solutions
ranging from minor refinement or
modification of existing products to
creating the entirely new products.
7
User Innovation

8. User of 2 characteristics;
(1) Face the needs of the future
(2) They expect to benefit significantly
by obtaining a solution to those
needs. – they have specific problem
or requirement which cannot be
found from marketed product so
that they have to innovate by
themselves
Lead user tends to share their idea -
“free reveal”
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Lead Users

9. 9
Users innovation in Industries
Study in 1986 Study in 2005
1. Computer
2. Petroleum process
3. Chemical Process
4. Pultrusion processing machine
5. Scientific instrument
6. Semi-Conductor
7. Wire stripping and connector
attachment equipment.
1. Printed circuit CAD software
2. Pipe hanger hardware
3. Library information system
4. Surgical equipment
5. Apache software
6. Outdoor consumer product
7. Extreme sporting device
8. Mountain biking equipment.

10. The interaction between customer
and the producer of handicraft
have not yet been studied.
It is important to understand the
connection between them in the
aspects of handicrafts that could
be lead to the innovation creation.
Make customers to get involve in
new design of handicraft products
10
User Innovation for Handicrafts

11. 11
ArethereanyLeadUsersforhandicraftproduct?
Let’s find out
How are these lead users interact with the craftsmen?
Could they help the development of handicraft product?

12. ThaiCraft Fair of Thai Craft Foundation
76 producers join the Craft Fair
Each Fair event has more than 300
customers, both foreigners &Thais.
The one of only a few places that
customers directly meet with the
producers
More opportunities to witness the
interaction between the customers
and the handicrafts producers
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Research Field

13. “Observer as Participant”
Being an interpreter assisted
both the producers and the
customers
From November 2011 to May
2012 including 7 Fairs
Looking for the customer that
has questions or problems with
products, and then approached
as to offer the assistance.
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Observation

14. 86 customers that had asked
the producers for assistance.
22 of them conveyed their
dissatisfaction on the products.
From the 22 customers,
follow-up interview revealed
the specific needs of the
customers on the products
Looking for customers with
specific need of function
Specific Needs from Customers cases
Function of the product 2
Form/Shape 3
Size 5
Decoration 12
Total 22
Satisfaction cases
Not satisfy with the products that sold 22
Moderate satisfy 30
Satisfy 34
Total 86
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Finding from Observe

15. Customers
ProducersThaiCraft
Interview sessions with customers
who displayed specific demands for
functions and usage
Also conduct the interviews with
producer and ThaiCraft as middle
man to the customer and producer
Tri-angulate the data form 3 parties
Interview

16. A Japanese lady customer had asked the producer of
sage products if they had the basket with different
shape in length and width, instead of a round and
short basket. She needed a “Golf Bag”
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Interview #1 Case: Golf Bag from Sage
Interviewed with the producer:
Show interest in the idea, but not
sure if the idea was just an impulsive
pop-out.
Have no knowledge about the golf
bag, in term of size and form and its
function

17. Customers asked the producer of Aranyik,
a stainless production, produced cutlery,
stainless bowl and vase, to modify their fruits
plate into a salad bowl
They would gladly buy it and that was
because it was coming from their idea.
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Interview #2 Case: Salad Bowl of Aranyik
Interviewed with the producer:
No interest to the idea of Salad Bowl from the
customers, since they might not be able to sell
Did not know much about Salad.
Difficulty in communication with the customers
But the production of the new design was not
difficult

18. Mr.Steven Salmon
Similar opinion with the interview
result about the idea from customers.
The handicrafts producers who
regularly joined the craft fairs and
exchanged ideas with customers
tended to have a better capability to
develop new product.
The relationship between customers
and producers is important.
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Interview #3 Thai Craft Founder

19. The user innovation existed in the handicrafts marketplace, in the same manners as in the
user innovation theory. - the interactions and the relationship between the customers and
the craftsmen - given that the right tool and process are created.
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Conclusion#1
Lead User - resources Industrial Producer / Firm
1. Product Information 2.Technical/Skill
3. Use experience 4. Consumer experience
The user innovation platform and
toolkit for lead user
Lead User of Handicraft - resources Handicraft Producer / Craftsmen
1. Product Information 2.Technical Knowledge
3. Use experience Consumer experience
Skill + Material
Platform/Process for capture
information

20. The handicrafts producers have little to no knowledge of the products in the modern
users’ context.
The users of the customers have a needs for special handicrafts products but possess
had no skill and knowledge of crafts materials.
The exchange of the information, ideas, knowledge and understanding could lead to
the more commercial viability of handicraft products.
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Conclusion#2
User /
customer
Producer/
Craftsmen
Use knowledge Craft knowledge
Bridging
The GAP

21. it is possible to create product prototype at the minimum cost for handicraft. Therefore,
the high chance for engaging the users involved in new product development.
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Conclusion#3

22. 22
Conclusion#4
The handicrafts producers could gain a lot of benefits If they are able to identify and
capture the necessary knowledge and ideas from general customers, help the producers
in the development of new products that are more suitable to the market’s demand.

23. The development and the implementation of the tool, so that the flow of the exchange of
ideas, knowledge and information from both sides is successfully created and effectively
assist in the development of the handicrafts products that fit specific demands.
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Further Study
producer People/market
Input
• Design by designer
• Market demand
Producer
Market
Consumer
input
input
Tools/ platform
Proposed model

24. 24
Continue Research
Participatory Design Workshop was
conducted
4 Group of Handicraft Producers from 4
different materials/skills working with 14
voluntary customers
- Clay
- Fabric
- Metal Work
- Basketry

27. Thank you
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