Let’s (not) get (too) physical, physical • 6
While the shift from products to services – often referred to as servitization – is far from new, it remains a powerful framework for manufacturing companies and digital-first startups looking to embrace customer-centric, service-dominant business models. In this blog post, I explore the Members Over Users principle, one of seven ways to think services instead of products.
6. Members > Users
The Members Over Users principle is about building vibrant, connected communities around shared interests, practices, and products. In the context of servitization and value co-creation, a community is seen as a supplementary service that fosters symbiotic relationships not only among members but also between members and the brand. These communities can be created and managed by the brand, by third parties, or by the members themselves. (Loosely based on Bau 2006, 2010, 2011, 2015.) See my blog post about the Solutions Over Products principle for an introduction to supplementary services and service packages.
Note: Unlike a brand-led, product-centric approach, a genuine service design mindset integrates platform thinking, peer-to-peer interactions, value co-creation, end-to-end experiences, and a multi-actor perspective into the community-building process.
Communities can be categorized in various ways, including by purpose, focus, channel, user type, engagement level, ownership, or stewardship. For this discussion, I focus on five purpose-driven types:
Learning and development
Troubleshooting and problem-solving
Product development & modification
Brand engagement & advocacy
Activism and advocacy
Note: This list is intentionally neither exhaustive nor mutually exclusive. Each type is channel-agnostic, meaning it can exist in a digital, virtual, physical, or hybrid format. Social networking and P2P sharing – two common community practices – are inherently embedded across all types.
(Inspired by Sethuraman, 2021; Community-Led, 2022; Common Room, 2022; Disco, 2023; NAS.io, 2023; Forbes Communications Council, 2024; and Forbes Technology Council, 2024.)
Communities for learning and development
Why it matters
Communities for learning and development are collaborative hubs where members enhance their knowledge, skills, and expertise around specific domains, practices, or products (e.g., accounting, home decor, or organic food). By sharing resources, engaging in discussions, and showcasing projects, these communities empower individuals to grow together, sharpen their expertise, and contribute to collective progress while fostering a sense of belonging and shared purpose.
How it works
Communities for learning and development thrive on collective intelligence, operating as dynamic ecosystems where knowledge is both consumed and created. Members exchange ideas, share best practices, and solve challenges in their field. Activities often range from casual Q&A sessions to structured workshops, webinars, and collaborative projects.
Some communities adopt the ‘community of practice’ model, emphasizing collective expertise in a particular domain. Others focus on providing curated content, such as online courses or skill-building challenges, enabling members to progress in a structured way. These platforms create a virtuous cycle: members come for the resources and stay for the connections, learning not only from experts but also from their peers.
How it benefits members
Provides access to expert insights, exclusive learning materials, and peer support
Enables direct interaction with subject-matter experts and thought leaders, offering unique perspectives
Creates opportunities to connect with like-minded peers, mentors, and collaborators
Offers a safe, supportive environment to ask questions, share experiences, and discuss ideas without fear of judgment
Fosters a nurturing atmosphere that builds confidence and promotes a sense of belonging
Delivers formal recognition, such as certificates, badges, or public acknowledgment for milestones achieved
Supports continuous learning to enhance personal and professional growth
Examples: Dribbble [sic] is a community for designers and creative professionals to share, grow, and get hired (2009–present). TeacherTube is an online platform where educators share instructional videos, lesson plans, and other teaching resources (2007–present). The official Cricut community on Facebook provides a platform for crafters and makers to motivate, inspire, and help one another (2014–present). BabyCenter is a community where parents connect to discuss parenting challenges, share advice, and find solutions for everything from newborn care to adolescent issues (1997–present).
Communities for troubleshooting and problem-solving
Why it matters
Communities for troubleshooting and problem-solving provide a space for members to tackle challenges, resolve issues, and share solutions. By blending peer support with brand-led assistance, they address not only technical issues but also broader pain points that arise across the journey – from ‘Learn & Buy’ to ‘Repurpose, Resell, or Recycle.’ For members, these communities foster empowerment and self-reliance. For brands, they offer valuable insights to improve products, services, and experiences.
How it works
Peer support serves as the foundation, with experienced users and experts playing a pivotal role in helping others. Members share their knowledge, provide step-by-step solutions, and offer innovative workarounds based on their personal experiences. This exchange fosters a sense of mutual reliance, as members learn not only how to resolve specific issues but also how to anticipate and address similar challenges in the future.
Brands complement peer support by providing structured, authoritative resources that enhance the troubleshooting experience. Resources can include FAQs, detailed instructional guides, video tutorials, or live troubleshooting events designed to address common pain points. By actively participating in these communities, brands help bridge gaps in knowledge and ensure accurate information is available.
How it benefits members
Provides immediate access to a diverse pool of insights and creative solutions from peers and experts
Offers faster resolution of problems, delivering quick relief from disruptions and pain points
Enables members to learn proactive troubleshooting strategies, helping them avoid future frustrations
Empowers members to become more self-reliant, building their skills in identifying and resolving issues independently
Fosters a supportive environment that encourages collaboration and recognises members for their contributions
Broadens perspectives on challenges, often leading to the discovery of innovative fixes or workarounds
Examples: Apple Support Community is a forum where Apple users can ask questions, share solutions, and receive support from both fellow users and Apple experts (2004–present). Houzz Community is a space for homeowners, renters, and professionals to solve problems related to home improvement, interior design, and landscaping (2009–present). PatternReview.com is an online platform where sewing enthusiasts share reviews of patterns, offer advice on garment construction, and troubleshoot sewing challenges (2001–present).
Communities for product development & modification
Why it matters
Communities for product development provide a platform for members to actively participate in R&D, innovation, and NPD processes. This collaborative approach transforms research and product development from a one-sided effort to a shared journey, placing the voice of the consumer at the heart of innovation. For brands, it means creating solutions that better align with real-world needs and expectations. For members, it offers the chance to shape the brands and products they care about.
Communities for product modification provide a space for members to share inspiration and ideas for adapting, enhancing, or personalizing products after purchase – often in ways not anticipated by the manufacturer. For members, it empowers them to customize products for their individual needs. For brands, it reveals valuable insights and sparks ideas to drive future innovation efforts. See also my blog post on the Individualization Over Standardization principle.
How it works
In research, innovation, and design processes, designers and members collaborate as equal partners, bringing their unique expertise and perspectives to the table. Designers employ methods such as crowdsourcing, generative research, exploratory prototyping, rapid experimentation, and beta testing to co-envision, co-design, and co-test new products and product-service systems with members. This highly collaborative approach ensures the final solutions reflect the real needs and preferences of the people who will use or interact with it. For a lighter-touch approach, innovation and design teams can solicit feedback from members throughout the process, incorporating their input to shape key design decisions.
Post-purchase, members actively share ideas, tools, and creative techniques for adapting products to better meet their unique needs and preferences. Brands that embrace post-purchase customization actively support these efforts by offering inspiration, DIY guides, tools, templates, interchangeable components, and digital upgrades.
How it benefits members
Empowers users by giving them a voice and agency in shaping solutions that impact their lives
Provides exclusive opportunities to influence the development of brands and products they care about
Offers chances to learn new skills through hands-on co-creation and customization
Recognises members as part of a creative, collaborative community
Builds deeper connections with the brand through active participation and shared innovation
Delivers personalized solutions that meet individual needs, preferences, and pain points
Note: For an in-depth exploration of open design, see van Abel et al., 2011; for generative research, refer to Sanders & Stappers, 2012; and for rapid experimentation, consult Bland & Osterwalder, 2019, and Thomke, 2020. For a deep dive on post-purchase customization and the democratization of innovation, see von Hippel, 2005.
Examples: Copenhagen’s Bike City Plan is a collaborative urban design project where residents worked with urban planners and city officials to create a cycling-friendly infrastructure (2009–present). LEGO Ideas is a platform where enthusiasts submit designs for new LEGO sets and vote on their favourites, with top-voted designs considered for production by LEGO (2008–present). ModCloth's 'Be the Buyer' program invited customers to vote on clothing samples, determining which designs would go into production (2009–2014). IKEA Hackers is a community where enthusiasts share ideas for modifying and repurposing IKEA furniture into custom configurations (2006–present). Bethesda Softworks empowers players to customize and expand games like Skyrim and Fallout through its Creation Kit, fostering a vibrant modding community and extending game lifecycles (2011–present).
Communities for brand engagement & advocacy
Why it matters
Communities for brand engagement and advocacy build loyalty, retention, and emotional connections between the brand and their fans. By fostering a sense of belonging and shared purpose, these communities not only encourage retention but also turn loyal fans into advocates who amplify the brand’s reach and influence.
How it works
Brands often strengthen connections with fans through tiered loyalty programs, exclusive experiences, and experiential rewards. Brands can also create communities where fans feel recognized, appreciated, and valued. In these spaces, fans connect with one another, share content, and celebrate their passion for the brand. Fans may gain access to early or exclusive products, features, content, and events, fostering a sense of inclusion and privilege. They can also contribute ideas, vote on new designs, and participate in beta testing programs. While many of these communities are brand-led, they can also emerge organically, fueled by the enthusiasm and creativity of fans.
In these communities, brands can encourage and incentivize fans and influencers to become active promoters and advocates. Brand advocates may share testimonials, create content, participate in referral programs, and take on ambassadorial roles. In exchange, they receive exclusive rewards, recognition, and opportunities to connect more deeply with the brand.
How it benefits members
Provides access to exclusive rewards, early product launches, and personalized experiences
Fosters a sense of belonging by connecting members with like-minded individuals who share similar values and interests
Offers recognition and pride in contributing to the brand’s growth and success
Deepens emotional connections to the brand, creating a stronger sense of alignment and purpose
Empowers members to shape the brand’s direction through feedback, participation in campaigns, and co-creation opportunities
Examples: Marriott International's loyalty program, Marriott Bonvoy, provides members exclusive benefits and personalized experiences across its extensive portfolio of hotels and resorts (2019–present). Peloton’s community members organize group rides, create workout challenges, and share their fitness journeys on social media (2014–present). Sephora's Beauty Insider Community is an online platform where beauty enthusiasts can share tips, product recommendations, and reviews (2017–present). The Weber Grills Fan Group on Facebook is a community where barbecue lovers share tips, seek advice, and exchange ideas for perfecting their grilling techniques (2015–present). IDEAL OF SWEDEN is a fashion accessory brand that leverages the Brandbassador platform to connect with passionate fans and influencers who promote their products in exchange for rewards (2017–present).
Communities for activism and advocacy
Why it matters
Communities for advocacy and activism empower members to advocate for causes like climate action, racial equality, LGBTQ+ rights, and economic justice, providing a collective voice to influence policies and drive systemic change. By connecting like-minded individuals and organizations, these communities raise awareness, amplify impact, and foster a sense of belonging among those committed to social good.
How it works
Communities for advocacy and activism serve as platforms for collective action and collaboration. Members work on initiatives that create tangible impact or advocate for changes in laws, regulations, or public policies aligned with their cause. These communities provide tools, resources, and networks to empower effective action. Examples include educational guides, petition templates, online forums for networking, digital platforms for campaign coordination, spaces for in-person meetings, mentorship from experienced advocates, and training sessions on public speaking or community organizing.
How it benefits members
Provides tools, resources, and education to take meaningful action on issues they care about
Creates a sense of purpose by aligning individual values with collective goals
Fosters personal growth by actively participating in initiatives, engagements, and skill-building workshops
Builds connections with like-minded individuals, organizations, and influencers
Cultivates a sense of belonging within a supportive, purpose-driven community
Examples: Patagonia’a Action Works platform connects individuals with grassroots environmental organizations to take collective action on pressing ecological issues.(2018–present). Ben & Jerry’s champions social justice by mobilizing and fostering a coummunity of advocates who push for systemic change (2000s–present). TOMS’ One for One Movement builds a community of advocates by linking every purchase to social impoact, from donating shoes to supporting clean water and mental health inititiatives (2006–present). Lululemon’s ‘Here to Be’ program amplifies voices, funds projects, and create opportunities that promote equitable access to fitness, mindfulness, and personal growth (2016–present).
Organizational benefits
Fosters peer-to-peer connections, laying the groundwork for a thriving community
Amplifies brand reach and generates social proof
Builds brand trust and affinity
Builds strong, lasting relationships that enhance NPS, increase CLV, and drive loyalty
Mitigates innovation risk and reduces product development costs (through co-creation and high-quality feedback loops)
Delivers valuable insights and inspiration for future innovation efforts
Lowers support and service costs through community-led solutions
Decreases reliance on paid acquisition channels
Encourages innovation in value creation, value co-creation, and value facilitation (see my blog post Get the balance right! • 2)
Drives differentiation and builds brand equity
Drives continuous feedback, learning, and adaptation
The Circularity Over Linearity principle will be covered in the next blog post.
References
Bau, R. (2006). Design av tjänster och upplevelser [Design for services and experiences]. Part of Executive education in Design Management [unpublished training material]. Berghs School of Communication.
Bau, R. (2010, December). Ten strategy paradoxes in service Innovation and design. Paper presented at ServDes 2010 (Service Design and Innovation Conference), Linköping, Sweden.
Bau, R. (2011, December). Strategy paradoxes in service innovation and design. In: Cai et al. (Eds.), Design Management: Toward a new era of innovation. Proceedings from the 2011 Tsinghua-DMI International Design Management Symposium, Hong Kong, China. IDMA.
Bau, R. (2015). Thinking services instead of products. In: Service Design Boot Camp, Day 1 [unpublished training material]. Veryday.
Bland, D.J. & Osterwalder, A. (2019). Testing business ideas: A field guide for rapid experimentation. Wiley.
Common Room. (2022, November 29). Community of practice vs. community of product. Blog.
Community-Led. (2022). Why community now? Blog.
Disco. (2023, December 19). 10 online communities examples: A complete compilation. Blog.
Forbes Communications Council. (2024, January 17). 19 ways to create a community around your brand.
Forbes Technology Council. (2024, January 31). How to build engaged, enthusiastic communities for your tech company.
NAS.io. (2023, October 25). 8 types of online communities you should know about. Blog.
Sanders, L. & Stappers, P. J. (2012). Convivial toolbox: Generative research for the front end of design. BIS Publishers.
Sethuraman, R. (2021, March 12). Four ways to create customer communities that drive product value and success. Forbes Technology Council.
Thomke, S. H. (2020). Experimentation works: The surprising power of business experiments. Harvard Business Review Press.
van Abel, B., Evers, L., Klaassen, R. & Troxler, P. (Eds.). (2011). Open design now: Why design cannot remain exclusive. BIS Publishers.
von Hippel, E. (2005). Democratizing innovation. MIT Press.
