Encourage non-designerʹs design: Continuous value creation in manufacturing products and services

The advancement of ICT has enabled customer participatory design such as mass-customization. Increase of a customerʹs contact to design processes gives rise to (a) the subsequent clarification of requirements through product configuration by the customers themselves; (b) the real-time configuration based on the estimations of customer tastes by manufacturers; and (c) the organizational data acquisition of manufacturers of customers’ tastes for improvement of the design activities of manufacturers. This paper argues for continuous value creation by means of combining ‘designing by designers’ and ‘designing by non-designers’ for products. Tourism is studied as a typical example of design by non-designer. Indispensable requirements are obtained to encourage non-designerʹs design.