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Mass Customization eller brugerstyret produktion
Mass Customization & Personalization verdenskonference 2007 i Boston. Fra d. 7. – 10. oktober 2007 deltog VIB i verdenskonferencen indenfor Mass Customization & Personalization på MIT i Boston.
Temaet for konferencen var ”Extreme customization” og meningen var at løfte hele debatten omkring Mass Customization op fra et fysisk produkt perspektiv til et niveau hvor det drejer sig om total livscyklus oplevelse – med andre ord bør Mass Customization ses som en del af et helt system omfattende services, oplevelser og forbruger tilfredshed både på individuelt plan som på samfundsplan. Det er ønsket at efterlyse og synliggøre eksempler indenfor brugertilpasning der er på forkant med udviklingen og nye utraditionelle koncepter indenfor personliggørelse.
Konferencens forløb
MCP konferencen var bygget op som de fleste konferencer med Keynote præsentationer og derimellem parallelle sessioner:
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Præsentationer og paneler omkring avanceret tænkning indenfor mass customization , personliggørelse og åben innovation – og hvordan disse strategier bringes til næste niveau.
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Mass customization management – forretningsmodeller og strategier for MC, markedsføring og forbrugermønstre indenfor MCP.
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Bruger innovation: kobling af MC og åben innovation
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Design af ”løsnings rum”: Produktdesign, modularitet og produktplatforme til MCP, komfort, anvendelighed og sikkerhed via og for MCP, informationssystemer og konfigurationsværktøjer som brugeren kan benytte i en med-design proces.
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Produktion, drift, og Supply chain management for MC.
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Anvendelse af MCP i industrier: her med fokus på byggeindustrien, fodtøj, mode og tekstil industrien, bilindustrien og tjenesteydelser
Inden for den sidstnævnte sektion fulgte vi alle oplæg omkring MC og byggeindustrien. Formiddagens session bestod af oplæg omkring strategier og eksempler på MCP indenfor arkitektur og konstruktion.
1. Fire fokusområder til udvikling af bæredygtig MC i arkitektur og konstruktion af
Roger-Bruno Richard fra Universitetet i Montreal, Canada:
Uddrag fra Roger-Bruno Richards paper:
Most mass customization outfits generally produce fixed configurations determined at the moment that the product is materialiszd. A building system needs to go further and allow for adaptability and individualization throughout the whole lifetime of the building, since a functional program can be obsolete even before a building is completed. Manufacturers have learned how to introduce Mass Customization within their Mass-Production lines without any significant cost surcharge. Four keyboards can be extrapolated and some of them are already applied to the delivery of adaptable and individualized buildings, notably in Japan and in several countries of the European Community:- FLEXIBILITY OF THE PRODUCT: The product itself permits geometrical variations while in use in order to respond to different needs over space and time.
- FLEXIBILITY OF THE TOOL: The tool itself becomes the generator of diversified products.
- MULTIPURPOSE FRAMEWORK: The same basic product acts as a framework to different options.
- COMBINABILITY: Generating a multitude of combinations from a set of basic components produced in large numbers. Factory-made dry joints will simplify site installations, reconfigurations and dismantling: Industrialized building systems then become flexible and demountable (IFD), reaching a high level of sustainability by accommodating major changes without partial or total demolition.
2. Implementering af MC i byggeindustrien – Eksperimenter og refleksioner fra 9 Case studier af
Mikkel Thomassen, byggeriets Innovation.
Uddrag fra paper:
For the last two years, as part of a grant giving foundation, The Building Lab DK has given financial and professional support to nine inter-disciplinary consortiums aiming at developing mass customized solutions. The consortiums cover a wide range of products, services, companies and customers within the construction industry. This presentation takes stock on the knowledge gained in this process. Particular focus is given to: - How a restructuring of the present fragmented value chain is needed in order to create firms and business models suited for MC. - The competencies needed to develop MC – six competencies that are usually not found in construction companies are pointed out as crucial. - The dilemmas and problems experienced along the journey of developing mass customized solutions. The presentation concludes by preliminary recommendations on how and when to implement MC in the construction industry.Mere specifikt præsenterede Mikkel Thomassen resultatet af samarbejdet med Altan.dk som hovedaktør – udvikling af den brugerkonfigurerede altan. De øvrig konsortiemedlemmer er: Institut for Produktudvikling/DTU, Weland, 3Dfacto, Bascon og Kecon. Læs rapporten om projektet her:
Muliggørelse af MC i industrielt boligbyggeri via digitale værktøjer af:
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Manoj K Mishra, Virginia Polytechnic Institute and State University, USA
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Michael O’Brien, Virginia Polytechnic Institute and State University, USA
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Ki-Hong Ku, Virginia Polytechnic Institute and State University, USA
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Yvan J. Beliveau, Virginia Polytechnic Institute and State University, USA
Uddrag fra paper:
Home building industry industrialization to allow customer choices in home plans, elevations and interior fit-ups are currently offered using web based tools by some production home builders integrating sales through production and occupancy processes. Historically, component shapes and forms in home building industry were limited by the physical limits on construction workmen. But with the advent of digital tools based design and production processes provide a marketplace for production home builder to increase the degree of customization options. The current degree of customization options by production home builders support only a limited number of options for the buyer led changes to floor plans, elevations and interior fit-ups. Production builder are faced by decision making issues to allow new custom options both internal (within builder) and external (outside builder domain of control). In this paper a literature review is conducted to study the decision making issues and the current degree of customization in residential industry. A product based definition for mass customization for production home builder is articulated. Future research on the decision making issues are discussed based on the literature review.4. Standardiserede algoritmer og design beskrivelser for ”One-off” design af:
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Kenfield Griffith, Massachusetts Institute of Technology , USA
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Taro Narahara, Massachusetts Institute of Technology , USA
Uddrag fra paper:
Design artifacts produced within the practices of architecture are the embodiment of customization which branches from the term “one-off.” With the introduction of technological enhanced design processes and engineering approaches, design forms and shapes are becoming more pervasive, intricate, and extremely difficult to solve. Current fabrication processes are limited to rationalizing form to be digitally fabricated as panels for cladding buildings that may limit the expression of the geometry and forms produced. The geometry that is extracted from the design is usually in the form of 2D panel information that lacks the intelligence of how the units are fitted and constructed. The aim of this research is to acknowledge the current practices and formulate systems for automated the fabrication solutions of these custom forms. This paper investigates the dialogue between Digital Project, Microsoft Excel, and Rhinoceros 3.0 for finding a method for creating construction information using joinery assemblies for fabrication as the connection mechanics for the construction of customized designs within architecture.Eftermiddagens session bestod af oplæg om: MCP Koncepter og værktøjer i arkitektur og konstruktion.
5. Brugertilpasning af bygnings kroppe: Brugertilpasning i byggeindustrien set i bakspejlet og fremadrettet af:
Amir E. Piroozfar, University of Sheffield, England
Uddrag fra paper:
Despite the relatively long history of using mass-customization in building industry inadvertently, very scattered systematic attempts have been made so far to apply it on the field knowingly and in its genuine meaning, almost none of them have successfully avoided the predicament of its pure manufacture interpretation dominance or have been able to obliterate the failure of its predecessor, mass-production, in building industry. Having the two above aims, this paper will try to set a particular scene for customization in building envelopes. In this way it will try first to give some existing examples through which it seeks to establish the notion for the building industry. Then it will have a look on similar attempts within the field trying to build up the knowledge based on them and find about what is missing with regard to special needs and requirements of the sector. Then it will investigate the factors and entities which can be customized within a set of building envelope and the degree to which this customization can be meaningful and achievable. It will finally present some general suggestions for taking advantage of the benefits of mass-customization yet avoiding the downfalls associated with it in the building industry.
6. Et MC design værktøj for bruger inddragelse i udvikling af industrielt boligbyggeri af:
Masa Noguchi, The Glasgow School of Art, Skotland
Karim Hadjri, Queens University Belfast , Nordirland
Mass customization of housing may hardly be achieved without homebuyers' involvement in the design decision-making process. In fact, user participation in the design of housing has been examined for several decades. This emerged as a result of a worldwide increase in the number of inadequate housing forms for all sections of society. More efforts are needed to involve future users in the design decision-making process. The use of information and communication technologies may facilitate the user participation and thus, it should be explored. As well, the emergent notion of mass customization may have great potential to tackle issues arising in the delivery of affordable, sustainable homes, so that it should be incorporated into the participatory approaches to housing for people and society. Accordingly, this paper initially discusses the meaning of user participation for housing design and provision and identifies the significance of participatory approaches. Secondly, it examines an interactive mass custom design communication tool with a view to enhancing conventional user participation processes. The authors found that the design quality of housing that should reflect the buyers' wants and needs for housing to be purchased can be improved through the user participation, in which the digitalised design communication tool is brought in play.
7. Arkitektonisk kvalitet & industrielle byggesystemer af:
Kasper Sánchez Vibæk, CINARK, Danmark
This article is based on empirically founded research in progress examining industrialized structural building systems used for multi-storey housing complexes. The main question in the article is; what are the implications of applying mass customization when it comes to the architectural quality and the physical potentials these systems. Two hypotheses are examined: a) Mass customization in construction is often based on a rather superficial adaptation of the building e.g. its aesthetic appearance (ceilings, kitchens, flooring, bathrooms etc). Customizable façade systems are under development but even more relevant concerning the architectural result would be a widely customizable and flexible building structure. b) Mass customization is normally perceived as an 'instrument' to establish a direct link between customer and producer. Contrary to customization of an industrial design product the architectural project requires due to its complexity to be customized using expert knowledge of great variety which cannot alone be written or transformed into IT-based configurators or mathematical algorithms. Conclusion: Mass customization developed into flexible solution space at a structural level seems within both an economical and an architectural logic to be a sustainable alternative to the rather fixed, standardized systems used for most multi-storey residential housing in Denmark today.Fejl frekvenser i værdikæden af MC produkter – En empirisk undersøgelse af med udgangspunkt i eksempler på bygningselementer af:
Sven Mekwinski, GEWE Bauelemente Gebr. Mekwinski GmbH, Tyskland
Martin Maniera, Katholische Universität Eichstätt-Ingolstadt, Tyskland
Regarding the rising meaning of individualized products, mass customization manufacturers face the challenge of orientating and optimizing continuously their process cycles. Due to the necessity for reorganization of old well-known process cycles, the danger of error increases along the value chain at the same time. In the context of his graduation at the University of Hanover as well as his activity within a building element enterprise, the author conducted an empirical research on the mass-customization value chain exemplified by windows, marquees, winter gardens and fronts. Basing on 800 investigated contracts, error sources were designated concretely. Particularly, the four process steps consultation, configuration, production and distribution / assembly were examined. As central determinants of the study the product complexity / type of product and the individualizing degree were identified.
Stata Center – bygning 32 - 32 Vassar Street - Cambridge, MA 02139 - USA
Ray og Maria Stata Center, hvor MCP 2007 konferencen afholdtes, er tegnet af Frank Gehry for Massachusetts Institute of Technology. Det er bygget ovenpå MIT's tidligere “Building 20”, som indeholdt “The Radiation Laboratory” og er 40.000 m² stort.
Stata Center blev taget i brug d. 16. marts 2004.
Størstedelen af byggeriet blev finansieret af Ray Stata (MIT 1957) og Maria Stata. Blandt andre bidragydere var Bill Gates, Alexander W. Dreyfoos, Jr. (MIT 1954), and Morris Chang fra TSMC. Over 4. Sal opsplittes bygningen i to særskilte strukturer kaldet: Gates tower (G Tower)og Dreyfoos tower (D Tower).
Stata Center huser laboratoriet for Computer videnskab og kunstig Intelligens, Laboratoriet for Information og Beslutnings Systemer og instituttet for sprogvidenskab og filosofi.
Via nedenstående link kan man få et indblik i Stata Centers kompleksitet. Siden viser virtuelle ture i bygningen fordelt på etager
http://www.csail.mit.edu/tours/virtual/02_Infodesk.html