Feb 2, 2016 - Benade, Brun, Brown, Piller, Le Masson, Weil. Firms may fail to understand the upcoming consumers needs. (Von Hippel, 2001; Thomke and ...
SIG Design Theory 1st – 2nd Feb. 2016
HOW SMART PRODUCTS WITH BUILT-IN FLEXIBILITY EMPOWER USERS TO SELF-DESIGN THEIR USES?
A THEORETICAL FRAMEWORK FOR USE GENERATION
Morgane Benade1, Juliette Brun2, Ingi Brown3, Frank Piller1, Pascal Le Masson2 , Benoît Weil2
1. 2. 3.
RWTH Aachen University Centre de Gestion Scientifique, Mines Paristech, i-3 Agendize
Introduction and research question
Results
Methodology
Conclusion
A NEW FORM OF USER-PRODUCT INTERACTION
• A new class of products allowing user to self-design uses (Ernest-Jones, 2008)
• Uses initially unknown - “we are still figuring it out” (Evan Williams, Twitter) - “iPad, what’s it good for ? - A blank canevas” (David Phelan) - “we do not want be prescribers on uses” (Eben Upton, Raspberry Pie)
• However, product’s uses are not always intuitive for consumers .. Or firms ! (Brown, 2013; Henkel and von Hippel, 2005)
Benade, Brun, Brown, Piller, Le Masson, Weil
Firms may fail to understand the upcoming consumers needs
(Von Hippel, 2001; Thomke and von Hippel, 2002) (Brown, 2013)
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Introduction and research question
Conclusion
Results
Methodology
EMPOWERING CONSUMERS TO GENERATE USES
• Smart products with built-in flexibility (Antons and Gross, 2009)
« Smart »
« Built-in flexibility »
Sensors, softwares, microchips, electronics changing the nature of the products’ applications
embedded set of design tools which aims at supporting self-design by users
(von Hippel, 2001; von Hippel and Katz, 2002)
Ø Q1 : What are the design mechanisms involved in this new form of user/product interaction? ⇒ users guided to learn iteratively their needs until their most desirable uses are created Ø Q2 : What are the managerial implications related to the design of these smart products? (Franke and Piller, 2004)
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Methodology
Results
Conclusion
INVESTIGATING VALUE CREATION
• Research works on smart products
- Importance of a proper user interface (Feldman, 1995, Hans et al., 2001) - Offer new opportunities for industrial designers (Den Buurman, 1997) - Relationship between the user’s profile and the type of smart products with built-in flexibility
• Smart products with built-in flexibility enhancing use generation ? - Important role of the size of the solution space provided to users - Built-in flexibility may foster value creation and design by users (Franke and Piller, 2004)
Ø Q1 : What are the design mechanisms involved in this user/product interaction ? Ø Q2 : What managerial implications related to the design of smart products with built-in flex ?
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Results
Methodology
Conclusion
STUDYING SELF-DESIGN WITH SMART PRODUCTS
• Two kinds of smart products with built-in flexibility (Prügl and Schreier, 2006)
Built-in flexibility for optimization
⇒ Helps users optimizing the use of a classical product
Benade, Brun, Brown, Piller, Le Masson, Weil
Built-in flexibility for innovation
⇒ Supports users’ efforts to innovate
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Introduction and research question
Methodology
Results
Conclusion
A MODEL TO ANALYZE USE GENERATION
• The canonical model (Le Masson, Weil & Hatchuel, 2014)
Ø X : space of objects (already designed or to be designed) Ø K : space of knowledge on X Ø D : space of decisions on X Ø P : space of properties on X ⇒ Designing x means finding {D1, D2,.. Dn} so that it exists x with {P1, P2,.. Pn} true on K
• Adaptation to use generation (Brown, 2013)
Ø X : space of objects (already designed and known by the user) Ø K : space of user’s knowledge Ø D : space of decisions made by the user on objects of X (user’s set of actions) Ø P : space of properties associated by the user to objects of X (user’s set of values)
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Conclusion
Results
Methodology
A MODEL TO ANALYZE USE GENERATION
• Use as a meeting between actions and values
Attainable solution space
Actions
Values
Actions
Values
USAGE Action -> Value
Benade, Brun, Brown, Piller, Le Masson, Weil
Apparent solution space
(Brown, 2013)
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Introduction and research question
Conclusion
Results
Methodology
A MODEL TO ANALYZE USE GENERATION
• Use as a meeting between actions and values
Conjunctive products
Disjunctive products
Actions
Values
Actions
Values
“Missing Object” Konstantin Grcic
High number of connections Action -> Value carried by the product
Low number of connections Action -> Value carried by the product
⇒ Product usage is easy to understand
⇒ Product usage is not obvious
Benade, Brun, Brown, Piller, Le Masson, Weil
(Brown, 2013)
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Introduction and research question
Results
Methodology
Conclusion
USE GENERATION WITH BUILT-IN FLEXIBILITY (BF)
• Built-in flexibility for optimization Actions
Values
Sneaker without BF ⇒ conjunctive product The BF brings New Actions and New Values
Sneaker with BF (Adidas One) ⇒ conjunctive product
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Results
Methodology
Conclusion
USE GENERATION WITH BUILT-IN FLEXIBILITY (BF)
• Built-in flexibility for innovation
Actions
Values
Smartphone without BF ⇒ conjunctive product The BF brings New Actions and New Values
Smartphone with BF (Emotio Software) ⇒ disjunctive product
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Results
Methodology
Conclusion
INFLUENCE OF THE USER PERSPECTIVE ON CONJUNCTIVE OR DISJUNCTIVE CAPACITIES
• Ev3 Lego Mindstorm
A conjunctive product for the “non-creative” user
A disjunctive product for a creative user Different types of sensors
6 models of robots
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Results
Methodology
Conclusion
INFLUENCE OF THE USER PERSPECTIVE ON CONJUNCTIVE OR DISJUNCTIVE CAPACITIES
• Helping the user create conjunctions with a disjunctive product
The user has to learn : 1/ How to explore the new actions and values provided by the smart product 2/ How to create new connections between actions and values => Examples of potential uses could be provided to the user (Agogué et al., 2013)
Restrictive example
Expansive example
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Introduction and research question
Methodology
Results
Conclusion
INFLUENCE OF THE USER PERSPECTIVE ON CONJUNCTIVE OR DISJUNCTIVE CAPACITIES
• Helping users create disjunctions with a conjunctive product - An example with the sneaker : disability awareness - Also not intuitive for the user..
⇒ creativity sessions or creative communities to help generating new uses for conjunctive smart products ?
Benade, Brun, Brown, Piller, Le Masson, Weil
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Introduction and research question
Methodology
Results
Conclusion
CONCLUSION
• A use generation model to help understanding self-design with smartproducts with built-in flexibility • In our study, two types of built-in flexibility corresponding to two types of use generation capacities - Built-in flexibility for optimization providing conjunctive capacity - Built-in flexibility for innovation providing disjunctive capacity
• Managerial implications
⇒ Not only design a smart product but also design the use generation process behind it
- Provide examples of potential uses (provocative concepts) - Rely on creative communities Benade, Brun, Brown, Piller, Le Masson, Weil
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SIG Design Theory 1st – 2nd Feb. 2016
HOW SMART PRODUCTS WITH BUILT-IN FLEXIBILITY EMPOWER USERS TO SELF-DESIGN THEIR USES?
A THEORETICAL FRAMEWORK FOR USE GENERATION
Morgane Benade1, Juliette Brun2, Ingi Brown3, Frank Piller1, Pascal Le Masson2 , Benoît Weil2
1. 2. 3.
RWTH Aachen University Centre de Gestion Scientifique, Mines Paristech, i-3 Agendize
