Modularity makes sense in the early stages of a product’s design and development but is gaining importance nowadays given the rapid changes in consumer behavior and the urgent need for sustainable processes.
What is modularity?
Products are made of parts, which are assembled in a specific way to provide their users with an ideal balance between comfort, aesthetics, and functionality. Each part of a product, in turn, is manufactured by a specific provider, thus subject to its performance and development. Modular-design products allow reducing the complexity of product design by focusing on each part and, more importantly, on an individual design to simplify its repairability, upgradability, and customization.
The 3 R’s
You might remember the 3R’s campaign that was born in the 70s, after a long period of prosperity – and the huge growth of waste. The official campaign was launched in 2004 to coordinate institutional efforts and raise awareness among citizens, and is based on three pillars:
Reducing the amount of waste. That is decreasing the use of non-biodegradable materials and single-use products, like plastic bottles and bags, and choosing those which are biodegradable and can have a longer life.
Reusing for new products or functions. Finding new uses and functionalities for existing products, trying to give components and materials the longest possible life cycle, thus reducing their environmental impact.
Recycling materials. Processing waste in order to transform it into products or materials that can be used again for their original purpose, or a new one. However, there is quite a big debate regarding its actual efficiency or even its sustainability. Specifically, the ecological cost of transporting and melting glass and plastic, or the fine work required to extract valuable materials from technological waste.
The challenges of current policies
- Budget and cooperation are essential to creating an effective system, and it actually takes time, staff, and the common acceptance of a waste-reduction culture.
- Adequate facilities and efficient logistics are undisputable not only to have the necessary capacity but to create adequate channels to streamline different types of waste.
- Education and awareness, so people can dispose of their waste the right way. That requires education and, furthermore, accessibility. A very common mistake is not having good containers/centers distribution, and people don’t usually make big efforts.
The advantages of modular-design products
All this being said, modular design benefits both consumers and businesses, thanks to its repairability, upgradability, and cost-efficiency.
Personalization
Because modular products are designed so that spared components can be exchanged, consumers are more likely to create their versions. That can go from an IKEA LACK square table with different-colored legs to modular phones customized for every user’s need, be it a more durable battery or a higher-definition camera. You may have heard about Project ARA, Google’s canceled dream of modular phones, or the famous Fairphone, still fighting for a better world.
Faster launches
Modular-designed products tend to be faster from testing to production, as well as in the adjustments required for new versions. When the proper feedback is gathered, the improvements can have a massive impact.
Profitability
Modularity equals to lower production costs in the long term, even if they may seem more costly in the initial phases. The reason is logic: it is cheaper to refurbish a faulty part or to have a repair shop than to replace a complete product.
Sustainability
Brands that show they care about the environment and their carbon print engage younger generations and keep them over time. And by the way, they lower the cost of updating or upgrading the product, thus increasing their satisfaction. Below, you’ll see a case study reflecting the positive impact of proving – not only with words – how much you care.
Upgradability
Technology progresses by leaps and bounds, and it is common to see larger capacities in smaller sizes. And the opportunities for modular-design products are infinite when it comes to customer retention and promotion. Let alone they also shape the direction of a product’s development toward what its users want or need, instead of assumptions based on improvement beliefs.
Case study: IKEA’s Trash Collection campaign
IKEA is committed to becoming a 100% circular, zero-waste, climate-positive company by 2030. But they faced a worldwide challenge that affects its corporate image. That is the common perception that they make cheap, low-quality, disposable furniture that looks beautiful in pictures and is easy to assemble (the first time).
Modularity was already an essential characteristic of IKEA designs. And the Trash Collection campaign launched in 2021 was nothing but a step ahead toward a more sustainable world and a better corporate image.
The Norwegian agency Try created the Trash Collection campaign with a completely different approach than we’re used to seeing. Instead of perfect studio pictures, they featured the furniture people dumped on street corners, explaining their restoration and second-hand price. This way, they promoted the idea that products are durable and repairable.
The sweet spot
An academic study conducted in 2015 by the Production and Operations Management Society warned, however, of the difficulties to find the sweet spot between modular design and a product’s complexity. To sum it up, modularity can help to reduce the complexity of certain products and the public’s perception of it. However, highly complex products are harder and more expensive to modularize.
Thus, there might be a “sweet spot” for product modularization in a high-complexity environment. Too much of it is counter-productive, while too little is insufficient to partially address the pressing issue of “design oscillations” (Mihm et al. 2003). In essence, a system becomes rather complex and nonlinear as it grows with size which makes the identification of an optimal configuration very unlikely. Instead, design solutions “oscillate” through various alternative solutions until convergence to a solution. The larger the problem size, the more likely that the design diverges to an unreasonable solution and this probability grows exponentially. As Mihm et al. (2003) note, even when there is convergence, the time to conversion grows exponentially as well. While the problem cannot be entirely eliminated, firms can apply product modularization to mitigate the phenomenon. The key, however, is to not “overdo it”.
Vickery, Shawnee & Koufteros, Xenophon & Droge, Cornelia & Calantone, Roger. (2015). Product Modularity, Process Modularity, and New Product Introduction Performance: Does Complexity Matter?. Production and Operations Management. 25. 10.1111/poms.12495.
Conclusion
As a long-demanded characteristic, product modularity will likely increase in the coming years given its advantages and potential benefits. The rise of 3D renders and video animations in product marketing makes modularity a strong selling point in all stages.
Not only does it have a positive impact on brand reputation. It stimulates repairability and reutilization, and opens the door to incremental improvements for reduced investment – except in products with a high level of complexity.
We know modular design can’t be just an adjustment but is a part of the early stages of product design. Before establishing Content2Sell, at Ye Consultants we focused on product development and marketing strategies. And the different aspects explained above were central. We did specialize in product content for ecommerce, although we never lost track of them. If you don’t know our story yet, check it out here to see how we can help out.
