6 Types of Mass Customization

Product customization can mean many things, In software it could be as simple as skinning a WordPress template or be developing a new product from an existing codebase. In the physical world it’s everything from developing a multi SKU product line based on family parts to snapping together Lego bricks. In the book Mass Customization author Joseph Pine offered up a taxonomy of customization/modularity that helps clarify thinking on the subject. It is a helpful tool to think about mass customization, but the book is nearly 20 years old and the examples are a bit outdated. I’ve provided some new examples and descriptions of each kind of customization.

Modified from: William J. Abernathy and James M. Utterback, “Patterns of Industrial Innovation,” Technology Review, June/July 1978

1. Component Sharing Modularity

Component swapping modularity enables customization of products by reusing a functional module across a variety of products. It could be a single motor across a line of power tools or, in the case of Bug Labs, reusing the computational module to enable customization of consumer electronics. In most cases the end user can’t customize the product themselves, but the modularity enables cost effective development for niche products. Value is created by reducing complexity in the supply chain which provides time and margins to introduce more products.

2. Component Swapping Modularity

Component swapping modularity adds value to commodity products. The print on demand market is a great example of of this, the base products are blank postcards, books, and coffee mugs, but when photo modules are added by customers significant value is created. Moo has created a service that allows people to design business cards and have unique images on each card. Unlike component sharing modularity the bulk of the value comes from what is placed on the “base”, not the base itself.

3. Cut-to-Fit Modularity

Cut-to-fit modularity is as simple as it sounds, you have a product that is functional at a wide range of sizes and sell just enough to meet the customers needs. Made to order clothing is the classic example, but the funky soap store Lush sells its esoteric offerings to customers by cutting off chunks of soap from large decorative batches.

4. Mix Modularity

Mix Modularity products are comprised of two or more components mixed together to provide additional value. Industrial soaps are the canonical example, but YouBar is a more customer friendly example. YouBar allows you to tailor your ideal energy bar combining various nuts, berries, flakes, and supplements. The individual elements aren’t hard to find or prepare, but the service simplifies the life of the customer.

5. Bus Modularity

Bus Modularity enables customization by providing an architecture that can contaim a diverse set of components while maintaining control over the final product. In the case of Ridemakerz they developed a magnetic connection system that allows kids to design a custom car by combining chasis, wheels, engines, and other parts while ensuring the finished product still looks like an attractive car.

6. Sectional Modularity

Sectional Modularity creates value by enabling the user to create something with a kit of parts then rearrange it if required. Office cubicles are one example of this, but Lego is far more fun and the images are infinitely better.

Tagged as: Consumer electronics, mass customization, Personalization, Print on Demand