Comments on: Australia is becoming a global hub for crowdsourcing platforms: Freelancer.com, 99designs, DesignCrowd

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By: Ross Dawson

Ross Dawson — Fri, 19 Mar 2010 20:53:27 +0000

Hi Angelina,
It’s a great question and deserves a book to properly address it!
There are no easy answers, not least because different communities have very different characteristics and need corresponding approaches. The easiest is to bring together a community about buying, in which case the link to sales is very obvious. Another element is of course designing communities so they are readily found by search, bringing in people who want to take action. In other cases you can work on evolving the nature of the community over time so that it is more relevant to designers looking to sell their work…

By: Angelina Russo

Angelina Russo — Wed, 17 Mar 2010 03:12:41 +0000

Hi Ross
How funny is that! I’ve coveted jewellery from that store for years!!!
We have a new project in the works which trials this design-driven crowdsourced innovation methodology. I’ll be able to chat more about this in May!
In the meantime, Etsy has really caught my eye though while it is remarkably good at developing community and showcasing crowdsourced design, the mechanisms between traffic and actual sales seem less transparent. I suspect that this is an issue in crowdsourced sites such as 99designs as well. If you get 500 views, why doesn’t a product/design sell and more importantly, how do you harness those views to actually sell product?
It’s a derivative of a question I asked at the Enterprise 2.0 conference in 2009 – how do you convert community to sales? This will be of particular importance to designers who tend to focus on developing works for specific audiences rather than as speculative endevours.
I would be interested in your thoughts!

By: Ross Dawson

Ross Dawson — Tue, 16 Mar 2010 20:38:13 +0000

Great article Angelina – thanks!
I know Etsy as my wife Victoria Buckley has been very successful on it selling her lower value stock that doesn’t match the premium positioning of her jewellery store in the Strand Arcade – https://victoriabuckley.com/
I would love to know more about your projects – absolutely crowdsourcing is most valuable within a broader context and process. That’s when it creates value for all.

By: Angelina Russo

Angelina Russo — Tue, 16 Mar 2010 15:33:35 +0000

Hi Ross
Interesting article! Crowdsourcing design is the next big issue for design practitioners. I wrote a piece for Anthill magazine last year https://anthillonline.com/is-crowdsourcing-killing-the-traditional-design-industry/
Since then my research has developed and two big issues have become obvious…
Crowdsourcing itself can only go so far – for it to be of real value to designers, you need to develop methodologies which embed crowdsourcing in broader design development processes. (I’ve been working on this with colleagues and later this year we will be testing this methodology in a new project
Crowdsourcing can reinvent designer’s profiles
The best example I have found is http://www.etsy.com. It’s a kind of ebay for handmade design. It uses crowdsourcing to draw designers to the site then uses its community to profile different products and designers, thus raising the profile of individual designers. It adds opportunities for designers to showcase themselves (for a fee) and connects with all of the major distribution platforms (twitter, facebook etc)
I look forward to the day when companies such as 99designs extend their offer to make their service a place where designers can profile their talents rather than, as I suspect is the case for many, a place which they fear for the effect it will have on their business!