A virtual visualization strategy for the creation of personalized products

The research describes a Virtual Visualization Strategy to enhance product value in an intensely competitive market. As products reach maturity, they become more similar in the range of functions that they provide. This leads to competition via reduced retail price and ultimately reduced profitability. A competitive design strategy is therefore needed that can produce higher value products. An Enhanced Value Experience has been identified that can assist designers to provide quality products and to give them a unique positioning. On the basis of this value opportunity, a Virtual Visualization Strategy has been formulated and applied to the domain of retail furniture. Through this, customers can create their own personalized products. The Virtual Visualization Strategy incorporates four functional layers: (1) key technique layer, (2) integration and communication layer, (3) experience layer, and (4) decision making layer. First, the key technique layer serves as the core of interactive product design, including intuitive 3D transformation, compatible design, and virtual development plane. Second, the integration and communication layer consists of the entire digital components of the Virtual Visualization Strategy, including the 3D database of product modules, the 3D environment modules, the audio/video modules, the interface modules, and the interactive behavior modules. Third, the experience layer integrates the value experience of customer involvement, differentiated product appearance, environment interaction, and variety seeking. Finally, the decision making layer allows the customer to find their own personalized products. During this project, six patents for the prototype database were successfully applied for. This provides support for the theoretical viability of the Virtual Visualization Strategy. It now remains to be further developed and tested in the real marketplace.