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!