Aracha Krasaein

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Users Innovation as a Model For the Development of Handicraft

Technopreneurship and Innovation Management ProgramChulalongkorn University, Thailand

An activity involving the making of decorative domestic or other objects by hand

Displayed relations in term of the functional and reflects diversity and uniqueness of traditions, belief and culture by the place of the origin of the handicraft.

2Handicraft

Handicrafts are major sources of income for rural communities especially in Asian countries

Handicrafts products inhibit knowledge and skill or “local wisdom” of the producers in transforming the natural materials that can be found locally such as bamboo, sage, rattan or even clay and metal.

Handicrafts represent the existence of the communities.

3Handicraft: Importance

Handicraft: current situation

Fading away from the society when industrial product taken its place with more durable and economical.

Changed of people’s daily life –modern consumer do not need handicraft products

People from rural villages had to move into the cities and abandoned their skills and knowledge in the productions of handicrafts.

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What could we do to help the handicraft producer?

How could the handicraft product sell when the producer did not know the market and customers?

Let’s make customers know the producers

Low barriers to expression. Strong support for creating and sharing one’s creations.

Community - informal mentorship that believe their contributions matter, social connection with one another

Motivation for expression both Extrinsic and Intrinsic

6Participatory Culture

Participatory culture is happening (Henry Jenkins, 2006)

An innovation by users or consumer users, rather than by suppliers

User innovation happens when users have specific problems but does not have any option from the manufactured products,

Then develop their own solutions ranging from minor refinement or modification of existing products to creating the entirely new products.

7User Innovation

User of 2 characteristics;

(1) Face the needs of the future

(2) They expect to benefit significantly by obtaining a solution to those needs. – they have specific problem or requirement which cannot be found from marketed product so that they have to innovate by themselves

Lead user tends to share their idea -“free reveal”

8Lead Users

9Users innovation in Industries

Study in 1986 Study in 2005

1. Computer2. Petroleum process3. Chemical Process4. Pultrusion processing machine5. Scientific instrument6. Semi-Conductor 7. Wire stripping and connector

attachment equipment.

1. Printed circuit CAD software2. Pipe hanger hardware3. Library information system4. Surgical equipment5. Apache software6. Outdoor consumer product7. Extreme sporting device8. Mountain biking equipment.

The interaction between customer and the producer of handicraft have not yet been studied.

It is important to understand the connection between them in the aspects of handicrafts that could be lead to the innovation creation.

Make customers to get involve in new design of handicraft products

10User Innovation for Handicrafts

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Are there any Lead Users for handicraft product?

Let’s find out

How are these lead users interact with the craftsmen?

Could they help the development of handicraft product?

ThaiCraft Fair of Thai Craft Foundation

76 producers join the Craft Fair

Each Fair event has more than 300 customers, both foreigners &Thais.

The one of only a few places that customers directly meet with the producers

More opportunities to witness the interaction between the customers and the handicrafts producers

12Research Field

“Observer as Participant”

Being an interpreter assisted both the producers and the customers

From November 2011 to May 2012 including 7 Fairs

Looking for the customer that has questions or problems with products, and then approached as to offer the assistance.

13Observation

86 customers that had asked the producers for assistance.

22 of them conveyed their dissatisfaction on the products.

From the 22 customers, follow-up interview revealed the specific needs of the customers on the products

Looking for customers with specific need of function

Specific Needs from Customers cases

Function of the product 2

Form/Shape 3

Size 5

Decoration 12

Total 22

Satisfaction cases

Not satisfy with the products that sold 22

Moderate satisfy 30

Satisfy 34

Total 86

14Finding from Observe

Customers

ProducersThaiCraft

Interview sessions with customers who displayed specific demands for functions and usage

Also conduct the interviews with producer and ThaiCraft as middle man to the customer and producer

Tri-angulate the data form 3 parties

Interview

A Japanese lady customer had asked the producer of sage products if they had the basket with different shape in length and width, instead of a round and short basket. She needed a “Golf Bag”

16Interview #1 Case: Golf Bag from Sage

Interviewed with the producer:

Show interest in the idea, but not sure if the idea was just an impulsive pop-out.

Have no knowledge about the golf bag, in term of size and form and its function

Customers asked the producer of Aranyik, a stainless production, produced cutlery, stainless bowl and vase, to modify their fruits plate into a salad bowl

They would gladly buy it and that was because it was coming from their idea.

17Interview #2 Case: Salad Bowl of Aranyik

Interviewed with the producer:

No interest to the idea of Salad Bowl from the customers, since they might not be able to sell

Did not know much about Salad.

Difficulty in communication with the customers

But the production of the new design was not difficult

Mr.Steven Salmon

Similar opinion with the interview result about the idea from customers.

The handicrafts producers who regularly joined the craft fairs and exchanged ideas with customers tended to have a better capability to develop new product.

The relationship between customers and producers is important.

18Interview #3 Thai Craft Founder

The user innovation existed in the handicrafts marketplace, in the same manners as in the user innovation theory. - the interactions and the relationship between the customers and the craftsmen - given that the right tool and process are created.

19Conclusion#1

Lead User - resources Industrial Producer / Firm

1. Product Information 2.Technical/Skill3. Use experience 4. Consumer experience

The user innovation platform and toolkit for lead user

Lead User of Handicraft - resources Handicraft Producer / Craftsmen

1. Product Information 2.Technical Knowledge3. Use experience Consumer experience

Skill + Material Platform/Process for capture information

The handicrafts producers have little to no knowledge of the products in the modern users’ context.

The users of the customers have a needs for special handicrafts products but possess had no skill and knowledge of crafts materials.

The exchange of the information, ideas, knowledge and understanding could lead to the more commercial viability of handicraft products.

20Conclusion#2

User / customer

Producer/ Craftsmen

Use knowledge Craft knowledgeBridging The GAP

it is possible to create product prototype at the minimum cost for handicraft. Therefore, the high chance for engaging the users involved in new product development.

21Conclusion#3

22Conclusion#4The handicrafts producers could gain a lot of benefits If they are able to identify and capture the necessary knowledge and ideas from general customers, help the producers in the development of new products that are more suitable to the market’s demand.

The development and the implementation of the tool, so that the flow of the exchange of ideas, knowledge and information from both sides is successfully created and effectively assist in the development of the handicrafts products that fit specific demands.

23Further Study

producer People/market

Input

• Design by designer

• Market demand

Producer

Market

Consumerinput

input

Tools/ platform

Proposed model

24Continue ResearchParticipatory Design Workshop was conducted

4 Group of Handicraft Producers from 4 different materials/skills working with 14 voluntary customers

- Clay

- Fabric

- Metal Work

- Basketry

Thank you

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