Designing for unanticipated uses: How product attributes shape community‐led exaptation
Shi‐Ying Lim, Tian Heong ChanAbstract
Research Summary
Users often discover new uses for products that firms may later commercialize, which we call community‐led exaptation. We examine how product attributes shape users' discovery of new functions versus new functionalities. Using 1925 IKEA product hacks, we find that modularity increases the likelihood of new functions. This effect strengthens when product components are compatible across product lines but weakens when esthetic product variants exist. Visual simplicity, conversely, increases the likelihood of new functionalities. These findings suggest that firms can structure the opportunity space for discovery through product design. Exploratory analysis of archival data and interviews further illustrates how IKEA responds to these discoveries. We contribute to exaptation, user innovation, and design research by showing how product attributes shape the types of new uses communities discover.
Managerial Summary
How can firms design products to facilitate community‐led exaptation? We find that product attributes can shape what users discover. Modular products enable users to find new functions (i.e., applications), while visually simple products enable users to find new functionalities (i.e., new product capabilities). Firms' decisions to offer components that are compatible across product lines and esthetic product variants can influence the likelihood of new functions. Additionally, firms can capitalize on these new uses by showcasing promising community‐discovered functions on official channels or incorporate them as complements to existing product lines. However, functional modifications can raise safety concerns and may require additional development. Firms should therefore design for intended use, and for the kinds of new uses they are willing to seed and commercialize.