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AN EXPLORATION OF THE ROLE OF CREATIVITY IN CROWDFUNDING PRODUCT DESIGN PROJECTS

Published online by Cambridge University Press:  19 June 2023

Ji Han ,
Pingfei Jiang ,
Min Hua  and
Peter R. N Childs
Ji Han*
Affiliation:
University of Exeter;
Pingfei Jiang
Affiliation:
Kingston University London;
Min Hua
Affiliation:
Shanghai Jiao Tong University;
Peter R. N Childs
Affiliation:
Imperial College London
*
Han, Ji, University of Exeter, United Kingdom, j.han2@exeter.ac.uk

Abstract

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Crowdfunding is becoming increasingly popular for funding projects, particularly in the domain of product design, by asking a large group of people. Previous studies have indicated that creativity plays a significant role in product design and is considered an important factor of success for new product design and development. However, these studies have not explicitly explored the role of creativity in crowdfunding product design projects. This paper investigates this issue by conducting a case study employing expert evaluations of selected successful and unsuccessful crowdfunding product design project samples. The results of the study show there is a positive relationship between the creativity of a product and the success of its crowdfunding campaign. Therefore, creativity can be considered a success factor of crowdfunding. The study also suggests creative products, especially useful ones, might have more potential to attract people's willingness to fund them. This paper has contributed to the research on design, creativity, product design and development, and funding business models. Most importantly, this paper has raised the significance of creativity in design and business.

Keywords

CreativityInnovationBusiness models and considerationsCrowdfundingProduct design
Type
Article
Information
Proceedings of the Design Society , Volume 3: ICED23 , July 2023 , pp. 535 - 544
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2023. Published by Cambridge University Press

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