Prototype

A prototype represents an initial working model with nearly the same product attributes, aesthetics, usability, and quality as the finished product (Zhang et al., 2009; Srinivasan et al, 1997). Prototypes are used to elicit feedback from customers and to learn more about their unspoken needs as well as to figure out if the product concepts meet the functional requirements (Zhang et al., 2009).

The product development process is often driven by the manufacturer, meaning the manufacturer has to do market research on its own to get an understanding of the customers’ needs. A prototype allows the customer to check and test the product during the development process and to request changes immediately. Based on the customer feedback, the supplier can try to improve the product in creating a new prototype which is again presented to the customer for feedback (Figure 1). This trial-and-error learning cycle between supplier and customer is carried out until the customer is satisfied (Thomke and von Hippel, 2002)    

Figure 1: Thomke and von Hippel, 2002

With regard to mass customization, customers are enabled through toolkits such as a computer-aided-design (CAD) system to design their own product prototypes. In case of the application of a highly effective tool, rapid testing will be possible through computer simulation and prototypes can be built quickly (Thomke and von Hippel, 2002). As MC focuses on customized goods, individual, quickly built prototypes are needed. Therefore, virtual prototypes can be used esspecially to fullfill the above described needs of MC and to build cost-effective prototypes without manufacturing physical samples. ( Huang et al.,2007)

References:

Huang, T., Kong, C.W., Guo, H.L., Baldwin, A., Li, H. (2007): A virtual prototyping system for simulating construction processes. Automation in Construction, 16 (5): 576–585

Svrinivasan, V., Lovejoy, W.S., Beach, D. (1997): Integrated product Design for Markteability and Manufacturing. Journal of Marketing Research, 34(1): 154-163

Thomke, S., and von Hippel, E. (2002): Customers as Innovators: A New Way to Create Value. Harvard Business Review, 80(4): 74–81.

Zhang, Q., Vonderembse, M.A., Cao, M., (2009): Product concept and prototype flexibility in manufacturing: Implications for customer satisfaction. European Journal of operational research 194: 143–154.