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Co-production platforms

Co-production platforms. Traditionally, we think of businesses providing and charging customers for a particular service. With platforms, the distinction between customers and producers dissolves as ‘customers’ produce services themselves. This is the case, for example, with Lego. Lego have created a web platform – DesignByMe 3.0 - which enables users (mainly children) to design their own Lego sets. The designs are collated together in the Lego gallery and can then be bought by other users. There are also a number of clothing companies and boutique design agencies which have adopted this ‘design and order’ approach. Here, customers are co-producers and co-creators.