Co-creation and Innovation

18/10/10ESCUELADEORGANIZACIÓNINDUSTRIALMAKETOOLS,LLC

CO‐CREATIONANDINNOVATION

Liz Sanders



Wherearewenow?

Typesofvalueinco‐creation

Co‐creationinthedesignprocess

Exploringexperienceinthefrontend

Participatoryprototyping

Newspacesforco‐creation

Wherearewegoing?

Overview


What’stheProblem? What’s

TheSolution?

Prototype(s)RefinedPrototype(s)

Development RolloutValidationAssessment

Thestagegateprocessassumesthatoutcomesofeachphaseareknowable;canbeanticipated.

Wherearewenow?


Wherearewenow?


Fuzzyfrontend Gap Traditionaldesigndevelopmentprocess

Wherearewenow?



Wherearewenow?


consumer

user

adapter

customer

participant

co-creator

1980’s 1990’s 2000’s

Wherearewenow?


User-centered

Co-creation

Expert-driven

1980’s 1990’s 2000’s

Wherearewenow?


Frank Gehry

User-centered

Co-creation

Expert-driven

1980’s 1990’s 2000’s

Wherearewenow?


UNARTICULATEDNEEDSANDDREAMS

UNANTICIPATEDNEEDSANDDREAMS

LATENTOPPORTUNITIES

Wherearewenow?


USER‐CENTEREDINNOVATION

LEAD‐USERINNOVATION

DESIGN‐LEDINNOVATION

RADICALINNOVATION

Wherearewenow?


Todaywecansee

• co‐creationwithincommunities

• co‐creationinsidecompaniesandorganizations

• co‐creationbetweencompaniesandtheirbusinesspartners

• co‐creationbetweencompaniesandthepeopletheyserve

Wherearewenow?


Production

Consumption

Maximizationofshareholderwealth

Business

Commercial

Economic

Positiveexperiences

Personalization

Customization

Marketplaceresults

Businessadvancement

Productsthatsell

Customers

Consumers

Experience‐driven

Serviceorientation

Improvedqualityoflife

Sustainability

End‐users

Empoweredconsumers

Productsandservicesthatpeopleneedandwant

Short‐term

Transformation

Ownership

Happiness

Human‐centered

Ecological

Partners

Participants

Owners

Long‐term

Fromlifestagetolifetime

Verylong‐term

Overmanygenerations

Thethreetypesofvalueinco‐creation


Production

Consumption


Business

Commercial

Economic

Positiveexperiences

Personalization

Customization

Marketplaceresults

Businessadvancement

Productsthatsell

Customers

Consumers

Experience‐driven

Serviceorientation


Sustainability

End‐users

Empoweredconsumers


Short‐term

Transformation

Ownership

Happiness

Human‐centered

Ecological

Partners

Participants

Owners

Long‐term


Verylong‐term

Overmanygenerations



Production

Consumption


Business

Commercial

Economic

Positiveexperiences

Personalization

Customization

Marketplaceresults

Businessadvancement

Productsthatsell

Customers

Consumers

Experience‐driven

Serviceorientation


Sustainability

End‐users

Empoweredconsumers


Short‐term

Transformation

Ownership

Happiness

Human‐centered

Ecological

Partners

Participants

Owners

Long‐term


Verylong‐term

Overmanygenerations



Production

Consumption


Business

Commercial

Economic

Positiveexperiences

Personalization

Customization

Marketplaceresults

Businessadvancement

Productsthatsell

Customers

Consumers

Experience‐driven

Serviceorientation


Sustainability

End‐users

Empoweredconsumers


Short‐term

Transformation

Ownership

Happiness

Human‐centered

Ecological

Partners

Participants

Owners

Long‐term


Verylong‐term

Overmanygenerations



Production

Consumption


Business

Commercial

Economic

Positiveexperiences

Personalization

Customization

Marketplaceresults

Businessadvancement

Productsthatsell

Customers

Consumers

Experience‐driven

Serviceorientation


Sustainability

End‐users

Empoweredconsumers


Short‐term

Transformation

Ownership

Happiness

Human‐centered

Ecological

Partners

Participants

Owners

Long‐term


Verylong‐term

Overmanygenerations




PRE-DESIGN DISCOVER DESIGN MARKET+SELL AFTER SALES


Theco‐creationofvalueinthedesignprocess

















Threeprinciplesforco‐creation

• Allpeoplearecreative.

• Allpeoplehavedreams.

• Peoplewillfillinandprojecttheirdreamsandfearsontoambiguousstimuli.





future

past

the moment



memories

dreams

nightmares

fears

future

past

the moment



Participatoryprototypinginthefrontend




Make2‐Dcollagesusingvisualandverbaltriggersonbackgroundswithtimelines,circles,etc.

2‐Dmappingsusingvisualandverbalcomponentsonpatternedbackgrounds

3‐Dmock‐upsusingfoam,clay,LegosorVelcro‐modeling

Low‐techprototypes

Provotypesanddesignartifactsfromthefuture

3‐Dspacemodels(smallscale)suchasthedollhousetoolkit































TellStoriesandstoryboardingthroughwriting,drawing,blogs,wikis,photos,video,etc.

Diariesanddailylogsthroughwriting,drawing,blogs,photos,video,etc.

Selfobservationthroughphotos,video,blogs,writing,drawing,etc.

Documentariesandmovie‐making

Experiencetimelinesormaps

Paperspacestocollect,organize,categorize,reframe,chartand/ormakedecisionsaboutideasorconcepts.

Cardstoorganize,categorizeandprioritizeideas

Votingdotstoprioritizeideas.











An anonymous postcard activity inwhich people draw, write or otherwiserecord a secret about the topic at hand.This works especially well with topics of asensitive nature that participants mightnot otherwise be willing to admit.

PostSecret confessions



EnactPropsandblackboxes

3‐Dspacemodels(fullscale)

Scenario‐makinginthespacemodelsorthroughsandplay

Participatoryenvisioningandenactmentbysettingusersinfuturesituations

Improvisation

Actingout,skitsandplayacting

Roleplayingwithactors,pretenders,puppets,dolls,etc.

Bodystormingandinformativeperformance



ThepictureisfromHerlevonacolddayfullofenthusiasmfromparticipatingcitizens,aretailshop,thecaretaker,themunicipality,anddesignersfrom1508,3PARTandDKDS.Seethevideooftheenactedfuturescenarioatwww.1.affaldshistorier.dk!



Westerlund,B.(2009)DesignSpaceExploration:Co‐operativeCreationofProposalsforDesiredInteractionswithFutureArtefacts.Ph.D.Thesis,Human‐ComputerInteraction,Stockholm:KTH.





EmilyStrouse,CoryDaughton,MohiniDutt,BobCervasandShayMerritte|Design797|TheOhioStateUniversity4June,2010



Wherearewenow?

Typesofvalueinco‐creation



Participatoryprototyping


Wherearewegoing?

Overview




Theembodimentoftheideaisthedeliverableofthedesignprocess.

Theconceptualdesignspaceconsistsofalltheterritorythathasbeenorwillbenavigatedintheexploration.

Thecontextualdesignspaceisdescribedbythecurrentdomainsrelevanttodesigndevelopmentincludingmanufacturing,sales,use,etc.

Embodiment

Conceptual

Contextual



Theintentionaldesignspaceisfocusedonthesolvingofwickedproblemsandontheidentificationoflatentopportunities.

Theintentionalspaceisgenerativeandinvitesco‐creativity.

Theintentionaldesignspacepointstowardthefuture.



Designembodimentsthatemergefromanexplorationofintentionaldesignspaceinclude:~behavioralchange~organizationaltransformation~socialtransformation.



DESIGN‐LEDINNOVATION?

Wherearewegoing?


CO‐DESIGNLEDINNOVATION

Wherearewegoing?


I have become increasingly aware of the fact that women arebetter at co-creation than men……It’s a terrible conclusionto reach, particularly for a guy. I wonder if this makes me agender racist, and whether I will ostracize one-half of thepopulations I will address from here on. But I increasinglybelieve it is statistically true.

http://francisgouillart.com/October 3, 2010

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DESIGNASLEADING?

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DESIGNASSEEDING

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thankyou