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Mass Customization
Let consumers collaborate on product designs.
By Julien Devereux
August/September 2002
Many designers develop their products in secrecy, fearful of the prying
eyes of competitors, for an ideal customer who may not actually exist. The
result too often is an unwanted product that's an enormous waste of time,
energy, talent, and materials.
Kohei Nishiyama, CEO of the Japanese company Elephant Design, which he founded
with Yosuke Masumoto in 1997, believes it is time for a change. "Usually
design firms work for manufac-turers, who ask them to develop a product,"
he says. "Elephant's approach is totally reversed. We ask customers
what they want and then look for a manufacturer." The firm generates
design ideas by sponsoring magazine interviews with well-known artists,
designers, or businesspeople, asking them what sort of product they would
like to have, and sifts through their e-mail in-box for "strong voices"
with bold ideas for new designs.
When enough people express interest in a design, Elephant displays virtual
prototypes on the Web seeking suggestions on how to improve and alter them.
Then they take orders--before a physical object has been produced. "When
the number of requests for the product exceeds the minimum number required
by the manufacturer, we go into production," Nishiyama says. Not only
does this design-to-order (DTO) process ensure that energy and materials
aren't wasted by dumping an unwanted product on the public, but direct collaboration
with customers brings eccentric qualities to even the most mundane products.
One idea came from a copyeditor who used his home as an office and wanted
a discreet microwave. "He wanted a plain white box. It's an odd request,"
Nishiyama says. "But when we showed the virtual prototype, we found
that it wasn't simply his need but many others' as well."
As people become increasingly aware of the possibilities of design in the
digital age, DTO is sure to become more common. "The process is entertaining
and enjoyable," Nishiyama says. "And it's rewarded at the end
with the product itself." |
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PIGGY BANK
This electronic tooth-shaped bank features a Tamagotchi-like game. If the
owner doesn't deposit money everyday, electronic "plaque" will
grow. |
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IZA
In case of emergency, this GPS (Global Positioning System) watch could be
distributed by the government to aid people in escaping to safety. |
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INSIPID
This rice cooker--made of marblelike Corian--was requested by a copywriter,
Makoto Miyazaki, who wanted discreet appliances for his home-office. |
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DWM
Klein Dytham Architects requested a luminous washing machine made of pliable
material that you can sit on to receive a massage while it washes your clothes. |
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PATAPATA
Chinatsu Kanbayashi, a staff writer at Esquire Japan, ordered headphones
with a built-in MP3 player. |
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R-GO
This wireless vacuum cleaner was requested by architect Jun Aoki, who wanted a
minimalist appliance in keeping with one of his residential designs. The
docking station charges the vacuum and removes its dirt. The handle is hidden
under the dome on its top.
Courtesy Elephant Design |
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