For some the first question that might pop in their mind after reading that headline is “what in the heck is crowdsourcing?” So let’s take a minute first and identify what is it before plunging into how it’s affecting product design. Crowdsourcing, by definition, is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (“crowd”) through an open call.
The invitation, typically delivered via the Internet, may be soliciting the public to brainstorm a new technology or in some cases carry out a design task, also known as community-based design or distributed participatory design. The underlying goal is to spawn greater human innovation and creativity, something that can be lacking in traditional product development environments with strict schedules and rigid budgets that must be adhered to and established design practices and processes that can inadvertently stifle creativity and true innovation.
The First Crowdsourced Car
Brazil’s most popular automotive brand, Fiat, introduced a new project, Fiat Mio, to crowdsource an entire new car model, including the mechanical components. Working closely with a Sao Paulo-based digital agency, Fiat built a web platform and assembled a group of contributors that wildly exceeded the company’s expectations. Over 10,000 suggestions from over 160 countries flooded the site, which were then vetted by the agency and presented to Fiat.
Ideas generated through this project, which are protected by the Creative Commons license, ranged from the simple—distribute owner manuals in a flash drive—to the somewhat ridiculous—using garbage as fuel. After initial ideas were generated, the focus shifted to questions regarding ergonomics, safety, materials, design, “infotainment,” and propulsion. Before its launch, the focus shifted to branding and marketing ideas.
Crowd-Pleasing Furniture Design
A New York-based furniture designer specializing in newer European, Scandinavian, and American designs is using crowdsourcing and social media in very creative ways. The company, Stylefactory (www.stylefactory.com), sells their wares online and solicits ideas as to which products should be made on its “My Factory” section of its web site. The section offers a mix of renderings and finished products that community members can vote “make it” or “drop it,” then share their opinions via Facebook and Twitter.
The design house also crowdsources to determine which designs will actually be produced. The most popular designs go into a “Buy” section, and once enough people have committed to buying a particular design, it goes into actual production, assuring the company of an adequate volume of product before committing to production and customers of an affordable price.
Site for Quirky Inventors
Quirky is a website that allows people with innovative ideas to become inventors without the financing, engineering, distribution, and legalities normally required. Simply upload an idea to Quirky for $10 and invite anyone in the Quirky community to comment on it. The best designs are designated “product of the week” and those that secure enough buyers get a shot at actual production.
If the product starts making money, 30% goes back to the Quirky community, a portion to the inventor, and the rest to those who commented on the design during the one-week, community-vetting period. This financial incentive encourages the Quirky community, now 45,000 members strong, to stay active. So far the site, launched in 2009, has spawned 80 products, 28 of which are being sold at retail stores worldwide. [Ed - Quirky uses Creo to design and develop the products]
Ben Kaufman, the 24-year-old CEO and founder of Quirky, believes that crowdsourcing alone does not work because the idea that the world community is smarter than a band of experts isn’t sustainable. “It’s experts and the community working together that works stunningly,” says Kaufman. Indeed the relationship works both ways. “People are calling our expert designers out on their work makes our expert designers better. And our designers make the world smarter.”
There are many compelling reasons why companies should practice some form of crowdsourcing. For one, it forces companies to listen to all feedback, both good and bad, and deal with the reality of how consumers view their products or brands. By opening up designs to consumers, the community can feel a true sense of ownership in a company’s products. So what is the bottom line? The Internet can provide companies with a nearly limitless source of great ideas and inspiration, but a careful vetting process by experts is also essential to produce a product that will truly inspire and ultimately sell.
Image by kmeron
