H2020Индивидуална стипендия2015–2018

CEDMMC · Consumer Experience Design Model for Mass Customisation

„Хоризонт 2020“ — Действия „Мария Склодовска-Кюри“

Период: 2015-09-21 → 2018-09-20
Финансиране от ЕС: 195 455 €
Участници: 1
Схема: MSCA-IF-EF-ST

Линиите свързват координатора с партньорите.

Накратко на български

Онлайн конфигураторите за персонализирани продукти, при които клиентът сам избира характеристиките на стоката преди поръчката, са в центъра на анализа. Това помага да се разбере защо много потребители не купуват такива продукти и как да се подобри тяхното преживяване.

Този кратък обзор е генериран от изкуствен интелект

Кратко обяснение, генерирано от езиков модел по текста на CORDIS. Оригиналът е по-долу.

Резултати накратко

Consumer Experience Design Model for Mass Customisation

This project from the consumer’s perspective investigated the design and implementation of online mass customisation, especially focusing on the consumer-manufacturer interaction through online configurators. Mass customisation (MC) allows consumers to design a product or service through an online configurator and the manufacturer then creates it for the consumer only when the order is placed. Great efforts have been put into turning the concept of MC into practice. However, new start-up MC companies suffer from a 20% failure rate[1], and the majority of consumers seem to have never purchased any mass customised products[2]. This indicates that MC is still not fully investigated especially regarding the factors that influence consumer decision to buy customised products and the best ways to provide consumer-manufacturer interactions through the online configurators. Given these considerations, the Research Aim was to propose a set of practical guidelines and strategies for online MC configurator design in order to create a satisfying user experience for consumers. Four research objectives were designed: 1: Identify a framework of positive and negative Influences of online MC design on consumer experience. This addressed the limitations of existing studies and industry practices that consumer experience was not fully considered. 2: Identify strategies for initial functional model for MC design. This objective proposed a set of preliminary strategies and principles for online MC configurator design. 3: Validate the strategies to further develop the functional model. A prototype of online MC configurator was made, which was fed into the development of the functional model. 4: Use the model to inform the best practice guidelines. This objective finalised the functional model. This research project contributes significantly to both academia and industry. Academia: This project helps to turn the academics’ attention from purely investigating technical or industrial issues around MC to taking consumer needs into account while making the technical or business decisions. It also provides practical suggestions for academics to understand how to develop user-friendly online MC configurators. Industry: this research helps companies to better understand consumer needs and requirements for MC. It also prepares them with knowledge about how to interact with consumers in a satisfying and engaging way through online configurators. [1] http://mass-customization.blogs.com/mass_customization_open_i/2012/11/the-mc-graveyard-ideas-that-did-not-make-it-kidlandia-strikes-colors.html [2] https://www2.deloitte.com/content/dam/Deloitte/ch/Documents/consumer-business/ch-en-consumer-business-made-to-order-consumer-review.pdf

Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз

Цел на проекта

This proposal is an opportunity for a promising academic at the beginning of her career with expertise in user interfaces and user experience to work and train with two internationally recognised centres with expertise in geometric modelling and mass customisation. This collaboration will significantly boost her career progress and will allow her to develop into a mature and professional European Researcher as a leading figure in the subject of mass customisation user experience. It will also establish a long lasting connection between the two Hosts and the Hosts and the Applicant. In mass customisation (MC) creating a satisfying and engaging experience for the consumer is significant, which has been considered as one of the success factors for MC, especially in terms of increasing consumer loyalty. Nevertheless, a number of effort has been made mainly focusing on the technical and business implementation of MC, very little research considers the consumer interaction and consumer experience in MC environment, even though some of them focused on the menu choice design rather than creating an overall experience of interaction, and some of them investigate consumer experience from the manufacture’s perspective rather than the consumer’s perspective. Given these considerations, this research is designed to identify a framework in terms of positive and negative influences of online MC design on consumer experience; identify strategies for initial functional model for MC design based on previous framework; validate the strategies to further develop the model, and use the model to inform the best practice guidelines to provide the design reference and standards for MC.

Оригинален текст от CORDIS (на английски).

Участници

BOURNEMOUTH UNIVERSITY · POOLEКоординаторОбединеното кралство