Print Email Facebook Twitter Optimizing customer integration in mass customization of rapid manufactured jewellery Title Optimizing customer integration in mass customization of rapid manufactured jewellery Author Hermans, P.R. Contributor Schoormans, J. (mentor) Kester, L. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Strategic Product Design Date 2011-08-29 Abstract The Jewelcodesign concept was conceived on the back of a number of current trends. Mass customization, social networking, ecommerce and rapid manufacturing (a.k.a. 3D printing) were applied in a context of precious jewellery. Needs of jewellery designers and potential customers were studied through desk research, netnographies, interviews and observations. The concept was prototyped in two parts; a front-end website and codesign functionality in Google Wave. The prototype was used in three case studies. In each case a customer codesigned a unique jewellery piece together with a professional jewellery designer of her choice. The resulting CAD model can easily be 3D printed in wax and cast in a precious metal of choice. Case study analyses have shown customers enjoyed the codesign experience and were pleasantly surprised with their designs. Designers had no trouble in performing the codedign process online and helped identify opportunities for improvement. Financial scenarios were used to investigate the concept’s commercial potential. A marketing strategy was defined with a strong focus on social networking presence to drive growth through sharing of customer experiences and word-of-mouth. Subject mass customizationcustomer integrationrapid manufacturingjewellerycodesignecommerce To reference this document use: http://resolver.tudelft.nl/uuid:ba9b91d4-e1f0-4d10-967e-674e38b4b606 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2011 Hermans, P.R.