Example 3

This example refers to an athletic shoe where the customer can choose the shape and material of the sole to reach an adapt level of Shock absorption and the upper material to have a high level of transpiration and lightness. These features give the shoe a high Capability to satisfy functional request because the buyer can obtain a shoe, whose characteristics match his/her purpose.
In this example the customer feet are examined and correspondences are found within an existing library of lasts, insoles and soles with a high granularity; therefore the Capability to satisfy fitting is high but it is not at maximum degree.
Lastly, this kind of athletic shoe lets only choose some coloured sticker to make it look more attractive, giving quite a low level of Capability to satisfy aesthetics customization.