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John James Marshall thesis.pdf - OpenAIR @ RGU - Robert Gordon ...

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well. So it’s not just changing the boundary between what is a service and what<br />

is a product but shifting the relationship with the customer.<br />

Tavs Jørgensen: I would agree with that. I think it can democratise in some<br />

way you are with YouTube. You are giving up the ability for everyone to<br />

create. I think that is what is really exciting about new technology. You talk<br />

about the fact that a camera is very cheap and with 3D modelling packages there<br />

are lots of free ones. All of a sudden you can...<br />

Mickael Charbonnel: I think what is also quite interesting at the back of that<br />

is that very quickly... YouTube is a platform where you can have the worst like<br />

the best. But somehow it is dragging it towards either the funniest or the most<br />

entertaining towards actually trying to do better than the others. The risk with<br />

having enabling technology like that is that in the future I might be able to print<br />

my own sofa but it might look utterly horrible because I might be really bad at it.<br />

I could pick someone else's design who has been trying to do better than<br />

everybody else and get a decent quality shape or sofa or design. So I think the<br />

good thing in this is the central interaction between people who are willing to<br />

make these things and willing to show them as well to others.<br />

Aoife Ludlow: It is the Shareware ethos in a designer.<br />

Justin <strong>Marshall</strong>: Isn't your FutureFactories project – I know a little bit now<br />

about the software you have used – you could have made it hugely interactive if<br />

you chose to but you made a conscious decision where to draw the line.<br />

Lionel T. Dean: There was a lot of discussion about should we have slider bars<br />

so people can adjust ‘parameter x’ to their liking. But I decided that was not the<br />

way I wanted to go with it. This was going to be mass individualisation rather<br />

than customisation. There is plenty of merit in mass customisation it is just not<br />

what I want to do.<br />

Aoife Ludlow: I think something that is really important is the idea of design<br />

as something that is inspirational in the marketplace especially with people<br />

aspire to own things, people aspire to have their own creations... they aspire to<br />

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