design and the economy of choice

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Abstract
This article argues that we are in a transition from an economy of scale to an economy of choice. It presents the historical context of how design relates to the economy of scale, and why underlying forces of that economy reduced the relevance of user experience and focused design practice on appearance. It discusses why manufacturers now meet the desire for more consumer choice through over-production. It explains how this leads to an “innovation gap” in which companies know how to make anything without knowing what to make. This article presents a model of the core capabilities of design, showing how they relate to economically viable ways of providing choice. The model involves a closer fit with emerging production processes related to platforms, the maker movement, and open innovation. In this model, such capabilities provide more exploratory and responsive ways to create innovation than a reliance on the predictive methods inherent in the economy of scale. This leads to a “whole view” model of innovation. The model proposes a way of “sketching” innovation initiatives that involves fundamental questions: What is the offering? Who is it for? Why will it create value? How will organizations make it a reality?
Reference Key
whitneyshedesign Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Patrick Whitney
Journal Food & function
Year Year not found
DOI
10.1016/j.sheji.2015.09.001
URL
http://www.sciencedirect.com/science/article/pii/S2405872615300319
Keywords
economy process strategy value creation

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