co-creation & co-creativity - fast bridge · co-creation & co-creativity...

Innovating together with end-usersoff-line and on-line

Co-creation & Co-creativity

[email protected]+31 651085354

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1 What are we talking about?

2 Co-creativity steps (off-line)

3 Co-creation processes (on-line)

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What are we talking about?

Open Innovation• use external / internal ideas

• internal /external paths to market

CrowdsourcingOpen call to a generally large group of people or community

Web 2.0Use of WWW technology to enhance:

•interactivity, creativity, information sharing,connecting people, and collaboration

face

to

face

com

mun

icat

ion

User Generated content "users" generate and share their own content, using collaborative publishing platforms like You Tube, rather than consume production from the mass media.

Co-creation Develop and improve productsand services together with:

• Companies• Employees• Knowledge institutes• Customers• End users & Consumers

off-line way of working / innovation process on-line

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What are we talking about?

Open Innovation• use external / internal ideas

• internal /external paths to market

CrowdsourcingOpen call to a generally large group of people or community

Web 2.0Use of WWW technology to enhance:

•interactivity, creativity, information sharing,connecting people, and collaboration

face

to

face

com

mun

icat

ion

User Generated content "users" generate and share their own content, using collaborative publishing platforms like You Tube, rather than consume production from the mass media.

Co-creation Develop and improve productsand services together with:

• Companies• Employees• Knowledge institutes• Customers• End users & Consumers

off-line way of working / innovation process on-line

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Product development…

CustomizeProduct

CreateNew Product

Improve existingProduct

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Why develop products with end-users?

From: Co-creation and the new landscapes of designElizabeth B.-N. Sanders & Pieter Jan Stappers

classical

co-creation / co-design

• inconsistency between what users say in response to surveys and their actual behaviourusers are unaware of needs and wishes

• do not possess sufficient innovative visions or ideas

• users are expert of their experiences• experiences > needs > innovative visions• co-creation offers methods and tools

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Co-creation steps

create team shared concepts evaluate & selectidea creation

• Based on experience from TNO with face-to-face co-creation projects:

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Co-creation steps

create team• Who should be part of the team?

• problem owners / lead users• existing communities• experts • stakeholders (internal / external)• designers

• Motivational aspects

• Create/analyze relationship with the subject

• Create shared goal

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Co-creation steps

idea creation • (assisted) Individual process

• Envisioning end result:What “it” can do for you is more important than what “it” looks like

• Sharing ideas & asking questions

• Sometimes: self evaluation & refinement

• Role of designer

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Co-creation steps

shared concepts • Translate raw material:make it “look real”

• Create clusters based on similar personal preferences:describe fictional characters(persona’s)

• Elaborate on solutions for different characters

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Co-creation steps

evaluate & select• Getting familiar with all

concepts (persona’s)

• Game format to duplicate evaluation method from designers

• Give important role to stakeholder

• Selection of most relevant functionality

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Co-creation in product development

• end-users become (virtual) part of multi-disciplinary development team: end users/customers/lead users, commercial stakeholders, designers, technology developers, researchers

• Involve end-users actively through all stages of product development

Market exploration

Idea generation

Conceptdevelopment

Product creation Testing Launch

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Product development process

Direction Design Production Evaluate

Users

Technology Context

Starting points for innovation

Idea

concept

functionality

interaction

visual

Market exploration

Idea generation

Conceptdevelopment


Creative solutions CreativeImplementations

Pool of test customers

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Online examples


Users

Technology Context


Market exploration

Idea generation

Conceptdevelopment


• open up your strategy to your partners• create a process for open feedback from users• offer a channel for the enthusiasm of your happy

customers

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Online examples & missed opportunities


Users

Technology Context


Market exploration

Idea generation

Conceptdevelopment


Redesign VW California kitchen

Ontwerp C;Hier is de opbouw korter om binnen de HCPU laadbak te blijven en is gekozen voor een (in de Camper wereld minder gebruikelijke) achterdeur.+ Achterdeur komt uit op de laadklep, welke als opstap / bordesbruikbaar is,+ Weinig overbouw (staartlastigheid),+ goede gewichts verdeling Links (treinzit) en Rechts(keuken)mogelijk,+ mogelijkheid om "later" alsnog een doorgang naar de cabine tecreëeren (wetten wijzigen tenslotte wel eens !!)- Helaas wel het ontwerp met de minste (2,00 x 1,90 m) binnenruimte.(Door in het definitieve ontwerp alsnog de koelkast in een uitbouwte plaatsen, leverde dit 20 cm "extra" ruimte op, waardoor erondermeer een éénpersoonsbed op de treinzit gerealiseerd konworden)

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Online examples


Market exploration

Idea generation

Conceptdevelopment


Creative solutions

Idea

concept

functionality

interaction

visual

• send out assignments for the crowds• mainly individual ideas…• …not necessarily from potential users• little interaction between company and

crowd• limited iterations (company takes over)• limited selection tools (voting)

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Online examples


Market exploration

Idea generation

Conceptdevelopment


CreativeImplementations

• offer basic building tools• mainly software development• make products available for others

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Online examples


Market exploration

Idea generation

Conceptdevelopment


Pool of test customers

• test products within online communities

• create pool of friendly customers for beta testing

• Ongoing monitoring of customer responses to new features online

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Future development of co-creation

• More iterations between on-line and off-line co-creation

• Co-creation will become more of a continuous process embedded within the company product development processes, not just of a one time periodic activity

• Online tools will have more elaborate options:• stimulating creativity process - for less design oriented end-users• sharing and merging ideas to combined concepts (beyond

comments)• selecting concepts (beyond voting)

• Co-creation can also play a more important role in other company processes: customer care, marketing

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Questions?• [email protected]

co-creation & co-creativity - fast bridge · co-creation & co-creativity...

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