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REFINING VIRTUAL CO-CREATION FROM A CUSTOMER PERSPECTIVE
Fantastic 5Page 120.09.2012
A SHIFT IN INNOVATION
Page 220.09.2012
The traditional model:
Designs product
„Passive“Information
SellsProduct
The co-creation approach:
Designs Product
Sells Product
The customer takes over an active role in product creation!
But: Who participates? Why? How to interact? Their Expectations?
UNDERSTANDING THE CONSUMER• Why do consumers engage in virtual co-creation:
– Social exchange theory? What do they expect?– Intrinsic/Extrinsic motivation?– Personality?
• Should co-creation be incentivized?• How will their personality influence the results and the process?
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4 Consumer Types of virtual co-creation:
4 different motivations4 different ways to attract the „right people“ for the right role
Designing your co-creation „experiment“:Tasks, Intensity and Extent, Tools and Multimedia, Interaction, Incentives, Partner
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VIRTUAL CO-CREATION FROM STARBUCKS
Poblem: Normale cups create too much waste.
Solution: Let people create their own reusable cups.
TasksIntensity/Extent
Tools/Multimedia
Interaction Incentives Partner
- Design of the Cups- No Evaluation by the Consumers!
The Structure of the project „My own Tumbler“ in China:
- Design did not encourage users to participate on a on-going basis
- Online and offline participation possible- Not much Multimedia and Tools offered
- No online community
- No strong interaction
- Price discounts for participants- Job offers as cup designer
- Starbucks designers picked the winners
Considering the Information from our Article, Starbucks did not do everything right and missed a lot of potential!