Piller: Managing High Variety How to Overcome the Mass Confusion Phenomenon of Customer Co-Design

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Publication Title: Managing High Variety: How to Overcome the Mass Confusion Phenomenon of Customer Co-Design
Publication Year: 2003
Publication Author: Frank Piller1, Michael Koch2, Kathrin Möslein3, and Petra Schubert4
Publication Keywords: Community Catalog, Dataspaces, Value Chain
Publication Journal:
Connotea URL:
SoS Framework: Humanware
PDF File:
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Article was about collaboration between customers and providers by using the customer to personalize, co-design product. This provides a voice for the customer back to the provider. There is a high value in creating personalization of product for customer. Customers can learn through each other.

"Products and services are not being mass produced for an anonymous market but customized in a high variety for each individual customer. In doing so, the customer is seen as a partner in the value creation: as co-producer or even codesigner."

The increased customization can overwhelm the consumer, using toolkits that give specific options for customization, feedback to the producer help to limit the confusion that could exist.

• Core configuration toolkit presents the potential variants that can be changed - potential datasets
• Feedback toolkit provides visualization/cost estimate of the particular configuration chosen - visualize datasets, modify
• Analyzing toolkit translate customer order into parts list, work plans, schedule - how does this translate into our EE?

Dataspaces needs to support a long-term relationship between customer and provider

Participatory Product Catalog

Paper