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What’s One of the Best Online “Design Your Own” Interfaces I’ve Tested?Monday, June 14. 2010 “Personalisation is the footprint of Daisy Jewellery” touts the website of a UK-based company where you can design your own ring. With their beautiful collection of rings designed to stack together you can mix and match rings to create a special one just for you.I have reviewed probably one hundred website where you can create-your-own this, and design-your-own that, and I’d have to rate this easy-to-use interactive website as one of the best! The online process starts with selecting from a number of categories: sterling-silver band rings, 18 ct gold plated band rings, flowers and animal rings, heart rings, stone set rings, fresh water pearl rings, and the urban spacers collection. From there you drag and drop the rings you like into the right hand side of the window. To remove a selected ring, it’s as easy as dragging and dropping the ring to the outside of the window. To rearrange your stack ring you simply drag, hold and drop the ring into your desired position. By a click of a button you can view your creation as an expanded or closed view. At the bottom of the interface, the rings you have purchased are showed individually and you are provided a tally of the final price. The next step in the process really provides the icing on the cake…  When you click on “View on My Hand” you are shown a hand where you can adjust the colour of the skin tone, and choose an Opi nail colour to finish off the look. Then, you can name your stack and email it to friends or post it on your Facebook profile. My creation is called “Anita’s stack” which costs £192 ($283 US) and I am wearing the nail colour “Pamplona Purple”. With their easy-to-use and intuitive flash-based interface, Daisy Jewellery definitely has the consumer in mind. The usability is great, and it provides the customer with a wonderful online experience. The instant gratification of "what you see is what you get" leaves no doubt in the consumer's mind as to what the product will look like when they get it. Let this serve as a wonderful example to all those involved in mass customization and personalization. Here's the bottom line: a great product with a great online interface! 
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Thanks for sharing this. I think the hand/nail polish is innovative concept, but I'm not sure how this is "design your own" It looks like you just choose three pre-made rings to purchase together in a bundle. Thoughts?
Hi Marcy -
Thanks for your comment. You are quite right in your observations. Interfaces such as the one I reviewed are either for "design your own", "create your own", "configure your own" offerings. There are varying degrees of customization options available online that range from just specifying colours, to really being able to choose the features/options of the final product. For the stackable ring example, the consumer is not creating their own ring, per-se because the rings are already manufactured. For a true mass customized, the end product doesn't exist. It's only AFTER a customer specifies the attributes and creates it from various existing "components" or options does the product come into being. You do however bring up a great subtle point! Anita |
About the author
Anita Windisman As Founder and President of One of a Kind Publishing Inc., Anita Windisman has over 18 years of experience in the area of sales and marketing, with the last 13 being Internet related. While she started her online career in advertising, she has extensive expertise in eBusiness strategy development, web marketing and content delivery, having worked with many large corporations such as Levi Strauss, Toronto Hydro, and Royal LePage and Worldcolor (formerly known as Quebecor World). About this blogI write on the topics of mass customization, personalization, and personalized marketing in the form of print, video and other applications.
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