Analytical affective design with ambient intelligence for mass customization and personalization |
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Authors: | Roger J Jiao Qianli Xu Jun Du Yiyang Zhang Martin Helander Halimahtun M Khalid Petri Helo and Cheng Ni |
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Affiliation: | (1) School of Mechanical and Aerospace Engineering, Nanyang Technological University, Singapore, Singapore;(2) Woodruff School of Mechanical Engineering, Georgia Institute of Technology, Atlanta, GA, USA;(3) Damai Sciences Sdn Bhd, Kuala Lumpur, Malaysia;(4) Faculty of Technology, University of Vaasa, Vaasa, Finland;(5) IC:IDO GmbH, Stuttgart, Germany |
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Abstract: | The fulfillment of individual customer affective needs may award the producer extra premium in gaining a competitive edge.
This entails a number of technical challenges to be addressed, such as the elicitation, evaluation, and fulfillment of affective
needs, as well as the evaluation of affordability of producers to launch the planned products. Mass customization and personalization
have been recognized as an effective means to enhance front-end customer satisfaction while maintaining back-end production
efficiency. This paper proposes an affective design framework to facilitate decision-making in designing customized product
ecosystems. In particular, ambient intelligence techniques are applied to elicit affective customer needs. An analytical model
is proposed to support affective design analysis. Utility measure and conjoint analysis are employed to quantify affective
satisfaction, while the producer affordability is evaluated using an affordability index. Association rule mining techniques
are applied to model the mapping of affective needs to design elements. Configuration design of product ecosystems is optimized
with a heuristic genetic algorithm. A case study of Volvo truck cab design is reported with a focus on the customization of
affective features. It is demonstrated that the analytical affective design framework can effectively manage the elicitation,
analysis, and fulfillment of affective customer needs. Meanwhile, it can account for the manufacturer’s capabilities, which
is vital for ensuring a profit margin in the mass customization and personalization endeavor. |
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Keywords: | Mass customization Affective design Customer needs Product ecosystem |
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