Validating Market Demand for 3D Design and Printing Services Using Design Thinking and Value Proposition Canvas: PopStudio Startup Case Study

Abstract

This study aims to identify the initial market needs for 3D design and 3D printing services at the digital manufacturing startup PopStudio and to develop a value proposition that supports achieving problem-solution fit. The study employs a mixed-methods approach with a qualitative focus through an exploratory case study. Data were collected using purposive sampling of 34 potential respondents and two key informants through questionnaires, interviews, digital observations, and analysis of internal documents. Analysis was conducted by integrating Design Thinking, the Value Proposition Canvas (VPC), the Lotus Blossom Diagram, and the Now–How–Wow Matrix through the stages of Empathize, Define, Ideate, Prototype, and Test. The research findings indicate that customers need not only 3D printing services but also end-to-end solutions that include design consultation, previews and revisions, rapid prototyping, reverse engineering, replacement parts, on-demand production, and transparent, responsive service processes. The three priority customer segments identified include Personal Users/Custom Product, Business Owners/SMEs, and Functional Users. These findings demonstrate that a customer-centric approach helps digital manufacturing startups formulate more relevant value propositions, strengthen service differentiation, and support service development aligned with early-market needs.   Keywords - 3D Printing, Design Thinking, Value Proposition Canvas, digital manufacturing startup, Problem-Solution Fit