Assisted Aesthetic Self-Design: Application to Nike Shoe Configurator

Xiaoyan Deng, Ohio State University, USA
Sam K. Hui, New York University, USA
Wes Hutchinson, The Wharton School, University of Pennsylvania, USA
Consumers who choose to self-design the aesthetic features of a product using the product configurator are faced with enormous possible choices. In this research we aim at solving this choice overload problem thereby improving consumers’ aesthetic self-design experience. We develop a product configurator that provides recommendations during their design processes. Based on findings from a pretest, our configurator automatically generates recommendations, based on a database of shoes that are designed by other users, to assist a consumer in her self-design. We propose that this assisted self-design paradigm is superior to a free self-design approach in both design outcome and process.
[ to cite ]:
Xiaoyan Deng, Sam K. Hui, and Wes Hutchinson (2010) ,"Assisted Aesthetic Self-Design: Application to Nike Shoe Configurator", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .