How to avoid costly product failures…JuJups and P&G


JuJups is a co-creation platform that enables designers and non-designers to enjoy design and create things that they like. In JuJups they allow their customers to create their own designs by mish mashing. Some basic designs can be mish mashed by customers according to their wish. The firm delegates the creation of the products to customers. Or as they put it:
“JuJups lets you create your own designs – they make it easy and fun. You don’t have to be a designer to create what you want. You can now enjoy creating and sharing your own designs based on stuff created by designers.”
Because customers have different needs and wants and these needs and wants can change over time. This information is sticky. In the case of the customers of jujups it’s very difficult to get insight what the customer really want without delegating the idea creation to them. Jujups saves on costly consumers surveys and customers get the things they really want. By trial and error customers discover what they really want and even get more insight. They invest money and effort and in reward they get products they really want at the moment. They even can go beyond that. Jujups gives their customers a platform where they can display and sell their creations and get a percentage of the units sold. The firm profits by saving money on high cost customer surveys. They do have more costs because of the flexible production.
But how can a company involve their customers in the product development process if the products that company produces can’t particular be customized? This is the case for Proctor & Gamble (P&G). P&G has been credited for having the first written plan for Quality Function Deployment (QFD) process already in the sixties. Which they called: “ 12 steps to test market” process. QFD is a method to transform user demands into design quality, to deploy the functions forming quality, and to deploy methods for achieving the design quality into subsystems and component parts, and ultimately to specific elements of the manufacturing process. Through test market tests P&G got insights on what consumers wanted. Lately there has been a global movement towards customization. P&G however produces and sells products that have some restrictions with respect to customization. That’s why P&G came with their version of open innovation. They provide a platform for everybody that comes with a solution for the problems they encounter. They invite individuals, companies, independent entrepreneurs, the Government, laboratories, research institutes, financial institutions etc. On the P&G’s individual brands websites there is a reference to http://www.pgconnectdevelop.com/ . On this websites people can explore and get involved with open innovation process.

Khalid, Rihan, and Alexandra (team 6)

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