MASS CUSTOMIZATION Presented by: Gershon & Aleksey

Definition: Mass customization aims to deliver products and services that best meet individual customers’ needs with near mass production efficiency (Tseng and Jiao 1996). Craft production Mass Production Mass customization Personalized production Development of production

ADVANTAGES: The essence of mass customization is to transform a customer to "co-designer", in which the customer is able to get access to the design process, such as concept design and product development, by expressing the requirements or even co-designing the product with the configuration toolkit (Tseng and Piller 2003). Mass customization changes the design and production from "made-to- stock" to "made-to-order". the shift from “made-to-stock” to “made-to-order” can significantly improve the production and supply scheduling and reduce the inventory cost and the risks of investment in materials and product development that will not encounter the preference of consumers.

UNDERSTANDING CONSUMER NEEDS 1.co-design interface. Example: Ikea 3D Kitchen Planner

Example: Office installer configurator. 2. Product configurator. UNDERSTANDING CONSUMER NEEDS

MODULARITY AND COMMONALITY modularity is the decomposition of product structures and applicable to describing product type. commonality resembles the grouping of similar product variants of a specific product type characterized by modularity (Jiao et al. 2007; Hu et al., 2011) High degree of modularity can address customer's unique preference, but it increases assembly cost and other related cost as well. Therefore, there is a balancing point of commonality and modularity.

PRODUCT FAMILY The commonality and modularity concepts are integrated into product platform-based development approaches to develop the product family. product platform - is “a set of subsystems and interfaces developed to form a common structure from which a stream of derivative products can be efficiently developed and produced” (Meyer et al., 1997) product architecture - is mainly concerned with how a product is arranged into physical units and how these units interact (Ulrich et al, 1995)

PRODUCT FAMILY DESIGN 1.scalable product family design Example: Clothing, bolts… 2.configurational product family design (modular product architectures) Example: Dell

FLEXIBLE MANUFACTURING PROCESS A flexible manufacturing system (FMS) is a manufacturing system in which there is some amount of flexibility that allows the system to react in case of changes, whether predicted or unpredicted. flexibility Two approaches for improving the flexibility of a manufacturing process: 1.Manufacturing process family The concept is to comprise a set of similar production process for various products to achieve economy of scale by utilizing the common components and standardized product platform designed within a product family.

FLEXIBLE MANUFACTURING PROCESS 2. In addition, the system should be incorporated with the advent of modern Information and Computer Technology (ICT) as well as the flexible or reconfigurable manufacturing tools, to reduce the response time from designing a new product to the production ramp-up (Terkajet al. 2009).

A TSUGAMI MULTIFUNCTION TURN MILL MACHINE USED FOR SHORT RUNS OF COMPLEX PARTS. Flexible manufacturing system Milling machine Lathe flexible machine not flexible machine:

RECONFIGURABLE MANUFACTURING SYSTEM (RMS) A reconfigurable manufacturing system (RMS) is one designed at the outset for rapid change in its structure, as well as its hardware and software components, in order to quickly adjust its production capacity and functionality within a part family in response to sudden market changes or intrinsic system change. RMS is different with flexible manufacturing system in the sense that RMS attempts to increase the manufacturing’s responsiveness to markets and customers and flexible manufacturing system aims at increase the variety of part produced. The flexibility of a RMS is confined within the product family.

PERSONALIZATION In mass customization, customer participation is passive and limited. Customers make choices from a set of predefined offerings, and firms can autonomously produce and deliver product switch little or even no customer participations. Personalization involves proactive customer participations. Customers collaborate closely with designers to develop products which satisfy their requirements. This co-design process is enabled by an open-architecture product (OAP). In OAP The personalized module is integrated with common modules and customized modules.

OPEN ARCHITECTURE PRODUCTS An open-architecture product (OAP) is one with a platform that allows the integration of modules from different sources in order to adapt product functionality exactly to the user's needs.

PERSONALIZATION

FUTURE DIRECTION OF MASS CUSTOMIZATION Defining customer requirement is the key to customization. Customer participation in the design process has shown to be the most promising way of getting the requirements efficiently and effectively. Currently the whole process was mainly controlled by the designer and the product was finally manufactured and delivered by the producer. However, with the new interactive computing technology, it is possible for consumers to control and dominate the process in virtual environment. Open customization, still a working definition, is a paradigm that motivates people to participate, to create, to learn, to acquire, and to recover in providing goods and services to fulfill individual needs, not only products, but also the process of producing, with fair competition.