Experience Co-Creation and Designing Interactions

Experience Co‐Creation and Designing InteractionsDesigning Interactions

How you can catalyze your business and create new meaningful value for you stakeholdersg y

How  we see innovation

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What was first: the chicken or the egg?

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orCulture Processes

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Customers are informed and request value 

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A traditional innovation generation process

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O i tiOrganization

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Companies define, customer should buy…BestBuy?

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You can help me to solve MY problem

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Why at all Experience Co‐Creation?

Ch i th i l l i

_____ ____ ______ __ _______ __ _____ ______• Change in the social logic • There is no longer a party that determines the rules and gives 

commands______ _____

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• If customer have experiences something they less forget it• Experience create a higher loyalty, trust and brand perception

• Consumers self‐direct their needs _____ _____Consumers self direct their needs• Individual searches for needs satisfaction due to higher 

networking and information availability

• Meaning searching customer• Meaning searching customer• Process of creating meaning can not be longer incidental

• Searching for not superficial value generation• Commodities saturated push needs and superficial satisfaction• Commodities saturated push‐needs and superficial satisfaction

• Long term competitive advantage• Customer experience and relationship for sustainable success

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• Value generation for all participants

Experience bens and transcends the limits

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_______ __________ __________ _____Experience

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P&D

Sometimes we think small things do not matter

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“If you think it is too small to cause an impact, try to sleep with a mosquito”

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(Kevin Robers, Lovemarks)

Experience and the sum of interactions

_____ ____ ______ __ _______ __ _____ ______emotions (single)______ _____

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tion

experience

g _____ _____or

y pe

rcep

t e (erlebnis)

vem

eani

ng

Sen

so

(multiple emotions)

giv

meaningful experience(multipleemotions)

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(Boswijk, Thijssen, Peelen)

How do we define experience?

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An experience stimulates and satisfies individually the senses of the interacter_____ _____individually the senses of the interacter (customer) by creating an emotional connection It further transcends theconnection. It further transcends the traditional vision of products and 

services.

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What is an experience?

_____ ____ ______ __ _______ __ _____ ______• Personalized

• Involves all senses

• Higher focus/ ______ ____________ _____

_____ _____

• Higher focus/ concentration during the process

• Altered perception of  _____ _____p ptime

• Creation of an emotional connection

• Unique process with an intrinsic value for each customer

Offers a• Offers a reflection/stimulation

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Culture of experience co‐creation

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Organization Stakeholders

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Experience Co‐Creation integrated the customer in the organization’s creation process

_____ ____ ______ __ _______ __ _____ ______Where would my friend sit?

I should feel like driving a Ducatti

Could I create and place my own logo on

the bike?______ _____

_______ __________ _____When the color would

not be orange

I would like to buy a “racing suit”/outfit that

combines with my_____ _____not be orange combines with my bike .

Is this bikeWho is using the same or similar

I would like to drive in the water

Is this bike receicable?

same or similar bicycle?

the waterMy apartment is quiet small, how to I store

my bike?The product is cool but the service....How can I track where my

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ychild is riding the bike?

The Co‐Creation Profile

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www.symnetics.com.br Fonte: Pesquisa H2R/Symnetics, 2007

From the traditional to the experience innovation taxonomy

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Old New

Process InteractionsProducts and services Experiences _____ _____Products and services Experiences

TechnologyExperience environments (on-line and off-line)

Human Resources IndividualCommunityy

Clients Individual

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Experience Co‐Creation practical applications

I ti d d i

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• Innovation and designOutcome: "Experience innovation.“

• Branding, customer insights, marketing, communication and salesOutcome: "Brand as the co created experience “ ______ _____

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Outcome:  Brand as the co‐created experience.

• Process design, process performance and quality managementOutcome: "ECC‐enhanced process design.“

_____ _____• Information and communications technologyOutcome: "ECC‐enabled IT.“

• HR processes, leadership development, organizational change and cultureO "ECC h d HR “Outcome: "ECC‐enhanced HR.“

• Bottom of the pyramid, social innovation, citizen‐centric government and corporate social responsibility (CSR)Outcome: "Social innovation through co creation “Outcome: "Social innovation through co‐creation.“

• Strategy, strategic planning, corporate reporting and governanceOutcome: "Co‐created governance.“

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• Supply chainOutcome: "Co‐created supply chain (source: ECCP)

Wiki goes 2 car‐design

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http://www.cmmn.org/

Buy experiences – sweet moments

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http://www.sweemo.com/

The Case

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http://www.senai.br

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Initial idea

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_______ __________ _____The inicial idea was to

i t i iti ti_____ _____innovate new initiatives that increases the relationship with therelationship with the industry...

…but it turned out to be much richer

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Interactions hold meaningful value

_____ ____ ______ __ _______ __ _____ ______Activity Map Interactions Map

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l f dd l

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Qualification and prioritization of interactions

Ideas Generation applying DART

Project participants were diverse, leading companies from 6 large sectors participated

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…and contributed in co-creation workshops with

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students, alumni, jobless former students, professors, directors

Creative workshops use multi‐space and multi‐sensorial stimulation

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Seeing, merging together

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An example of an interaction map

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Also not applied at SENAI prototyping experiences

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Experience environments

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Open House Alumni

Training

Integrated

PROJECT

environment_____ _____

The StudentPractical

The Student

in the

shop

Window

Practical

Training

For the

industryindustry

Based on the ideas strategic changes were suggested

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(Osterwalder)

Increase in direct and indirect results

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If you would like to share an other co‐creation story, please mail us: 

_____ ____ ______ __ _______ __ _____ ______anderson@symnetics.com.br

acoutinho@symnetics.com.brdaniel.egger@symnetics.com.br

marcelo@symnetics com br______ ____________ _____

_____ _____

marcelo@symnetics.com.br

_____ _____

www.symnetics.com.br

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anderson@symnetics.com.bracoutinho@symnetics.com.br

d i l @ ti b

www.symnetics.com.br

daniel.egger@symnetics.com.brmarcelo@symnetics.com.br

Where you can drink coffee with us

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_______ __________ _____Munique

Basel _____ _____

Mexico - DF

Poznan

Salvador *

Fortaleza *

Bogotá

Lima

São Paulo

Buenos AiresSantiagoLuanda

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The creative commons license

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20 years of experience and...

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li tclientes

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Image Sources

_____ ____ ______ __ _______ __ _____ ______Slide 5: http://www.flickr.com/photos/tschoerda/379392562/sizes/o/

Slide 13: ______ ____________ _____

_____ _____

Slide 13: www.maketool.com

Slide 16: http://magento _____ _____http://magento-themes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg

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Slide 34: http://www.flickr.com/photos/amandamacedo/2763806182/

www.symnetics.com.br

http://www.flickr.com/photos/tschoerda/379392562/sizes/o/