Although 3D printing is not completely adopted by companies yet, it provides the opportunity to let consumers customize products to their needs. This is due to the fact that this way of producing provides flexibility (D’Aveni, 2015). Therefore, new business initiatives emerge that make use of 3D printing for ‘mass’ customization. An example is a company called Digital Forming. Within the company’s app, customers are able to adjust product parameters such as shape, color, size and materials. There is a professional design that serves as a basis for the design process. Therefore, the company also refers to it as ‘co-design’. Examples of products that can be customized and 3D printed by Digital Forming are jewelry, iPhone cases and coffee cups. After the customer has designed its product, it is produced in a 3D printing manufacturing facility of Digital Forming.