Co-creation & Co-creativity

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1 Co-creation & Co-creativity Innovating together with end-users off-line and on-line

2 Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 2

3 What are we talking about? off-line way of working / innovation process on-line face to face communication 3 Open Innovation use external / internal ideas internal /external paths to market Co-creation Develop and improve products and services together with: Companies Employees Knowledge institutes Customers End users & Consumers Web 2.0 Use of WWW technology to enhance: interactivity, creativity, information sharing, connecting people, and collaboration Crowdsourcing Open call to a generally large group of people or community 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.

4 What are we talking about? off-line way of working / innovation process on-line face to face communication 4 Open Innovation use external / internal ideas internal /external paths to market Co-creation Develop and improve products and services together with: Companies Employees Knowledge institutes Customers End users & Consumers Web 2.0 Use of WWW technology to enhance: interactivity, creativity, information sharing, connecting people, and collaboration Crowdsourcing Open call to a generally large group of people or community 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.

5 Product development Improve existing Product Customize Product Create New Product 5

6 Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 6

7 Why develop products with end-users? classical inconsistency between what users say in response to surveys and their actual behaviour users are unaware of needs and wishes do not possess sufficient innovative visions or ideas co-creation / co-design users are expert of their experiences experiences > needs > innovative visions co-creation offers methods and tools From: Co-creation and the new landscapes of design Elizabeth B.-N. Sanders & Pieter Jan Stappers 7

8 Co-creation steps Based on experience from TNO with face-to-face co-creation projects: create team idea creation shared concepts evaluate & select 8

9 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 9

10 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 10

11 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 11

12 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 12

13 Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 13

14 Co-creation in product development Involve end-users actively through all stages of product development Market exploration Idea generation Concept development Product creation Testing Launch end-users become (virtual) part of multi-disciplinary development team: end users/customers/lead users, commercial stakeholders, designers, technology developers, researchers 14

15 Product development process Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch Idea Users concept functionality interaction Technology Context visual Starting points for innovation Creative solutions Creative Implementations Pool of test customers 15

16 Online examples Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch Technology Users Context 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 Starting points for innovation 16

17 Online examples & missed opportunities Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch Users Redesign VW California kitchen Technology Context Starting points for innovation 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 / bordes bruikbaar is, + Weinig overbouw (staartlastigheid), + goede gewichts verdeling Links (treinzit) en Rechts (keuken)mogelijk, + mogelijkheid om "later" alsnog een doorgang naar de cabine te creëeren (wetten wijzigen tenslotte wel eens!!) - Helaas wel het ontwerp met de minste (2,00 x 1,90 m) binnen ruimte. (Door in het definitieve ontwerp alsnog de koelkast in een uitbouw te plaatsen, leverde dit 20 cm "extra" ruimte op, waardoor er ondermeer een éénpersoonsbed op de treinzit gerealiseerd kon worden) 17

18 Online examples Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch 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) Creative solutions 18

19 Online examples Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch offer basic building tools mainly software development make products available for others Creative Implementations 19

20 Online examples Direction Design Production Evaluate Market exploration Idea generation Concept development Product creation Testing Launch test products within online communities create pool of friendly customers for beta testing Ongoing monitoring of customer responses to new features online Pool of test customers 20

21 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 21

22 Questions? 22

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