Sustainable product development by means of personalization - paradox or solution?

Personalization of products and services entails not only risks but also potentials for sustainability. During the product development process, it is crucial to take into account future usage patterns and their variability. Even if the product itself is not personalized, a user-centered approach during the entire life cycle can unlock many potentials. Avoiding unnecessary functions and tailoring a product precisely to its user’s needs can lead to optimized sustainability performance during its use. Moreover, by developing and offering personalizable products that meet the requirements of the respective user, companies can tap into new market opportunities and increase their competitiveness. As a methodological basis, we introduce a combination of the Stuttgart models of personalization and personalized product development with life cycle thinking aspects and circularity strategies. In an interactive workshop the integrated model is discussed and participants can locate their own work and perspective within the broader personalization scheme. Different opportunities of personalization are highlighted from an environmental point of view.