Business as Unusual: Designing products with consumers in the loop

Makatsoris, H.; Moreno, M. A.; Sheldrick, L.; Dewberry, E. and Sinclair, M. (2017). Business as Unusual: Designing products with consumers in the loop. Cranfield University.




This feasibility study was one of five feasibility studies on re-distributed manufacture, consumer goods and big data. The study looked mainly into: How could we engage users in NPD in future re-distributed models of sustainable production and consumption? To answer this question, the study mapped the different product-people interactions to identify the challenges and opportunities for user engagement in design and manufacture, to further investigate their application in order to bridge the gap between users, companies and the products that they produce. To further analyse these opportunities, two different product-people interactions were delved into, to understand how new forms of engaging people across the life cycle can achieve a more localised and responsive structures of manufacturing and product adoption. The results of these investigations helped to envision four contrasting scenarios of BaU, and generate conceptual business models and touchpoints to support these novel systems of consumption and production.

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