Uncertainty is an enduring facet of our world, shaping individual experiences and societal dynamics, including business processes and strategies. While challenging, uncertainty also serves to catalyze creativity, a foundational concept of mass customization (MC) co-design toolkits (i.e., product configurators). The present research explores whether the MC experience could be deliberately designed to foster uncertainty to nudge a variety of consumer types to embrace unknowns. This promotion of uncertainty may seem counterintuitive due to uncertainty’s role in fostering complexity which acts as a significant barrier to delivering value-laden MC experiences. However, the interaction of uncertainty and complexity presents an opportunity to enhance consumers’ creative engagement. The MC co-design toolkit, therefore, holds a potential role in empowering individuals struggling with the ambiguity of uncertain outcomes through cultivating confidence during any challenges of the MC experience. This approach envisions a toolkit to facilitate collaboration between consumers who thrive in uncertain environments and those whose risk aversion inhibits their inherent creative potential. This interactivity can yield intangible relational benefits, including self-realization and enhanced individual and societal well-being. Moreover, optimizing the MC toolkit to embrace creative uncertainty could offer providers unique observational insights into managing the unpredictability inherent in consumer-driven creativity. By leveraging concepts of Knightian uncertainty and behavioral economics, particularly ecological and bounded rationality, the present research evaluates the transformative potential of designing MC experiences to harmonize creativity and uncertainty.