CO-CREATION IN AVIATION - Future Travel OF TECHNOLOGY The Netherlands. CO-CREATION. What is the difference? Collaborative engagement of actors in different roles ... Co-creation

  • Published on
    28-Apr-2018

  • View
    216

  • Download
    4

Transcript

  • CO-CREATION IN AVIATIONJulia Debacker - BA, MA, PhD Researcher

  • INTEGRATED CABIN SOLUTIONS Worldwide

    UNIVERSITY OF TECHNOLOGY The Netherlands

  • CO-CREATION

  • What is the difference?

    Collaborative engagement of actors in different roles during a design process of a company offering

    VS

    Complex and dynamic process in which actor-determined value-in-context is created

  • Co-creation

    While in co-production customer involvement is optional, in value co-creation it is unavoidable as there is

    no value co-creation without a beneficiary determining contextual value through use.

    (Friedrich and Koskela-Huotari 2013)

  • How can we understand the value in use?

  • Capturing value in use - B2B

    Supplier AirlineO.E.M.

  • Extended scope encompassing value in use

    THE SCOPE EXTENDED TO SERVICES

    THE WORKING SCOPE IN THE PASTAIRWORTHINESS

    AIRLINES

    SERVICE

    PROVIDERSERVICE

    ENABLER

    ZODIAC

    AEROSPACE CABINS &

    EQUIPMENT

    PURCHASING INFLIGHTSERVICES

    USERS

    SERVICEDELIVERY

    SERVICE RECEIVER

  • Capture value in use - cabin manufacturer

    CABIN &EQUIPMENT

    SERVICE ENABLER

    ZODIAC

    AEROSPACEAIRLINES

    SERVICE

    PROVIDER

    USERS

    SERVICEDELIVERY

    SERVICE RECEIVER

    INFLIGHT

    SERVICES

  • How to make the process successful?

  • Value capturing via Sensemaking

    Sensemaking is the process of cognitively organise the unknown in order to give a meaning and being able to act on it.

    (Karl Weick)

  • FLUX

    RETROSPECTION

    SOCIALIZING

    BRACKETING

    LABELLING

    NEXT ACTION

    MAKE CONCRETE

    SENSEGIVING

    Sensemaking actions characteristics

  • Co-creation using design methods to consciously guide

    Sensemaking

  • EXAMPLES FROM PRACTICE

  • Co-creation design methodsUSED BY ZODIAC AEROSPACE FOR CAPTURING VALUE IN USE

    Roleplaying Journey Mapping Boundary Object1 2 3

  • Co-creation design methodsTHE PHASE AND THE OBJECTIVE

    Exploration Phase Prototype Testing

    123

    Shared understanding of the products role. Topic for Sensemaking dialogues to externalise

    thoughts and construct meaning. Grasping the underlying problem behind the

    question.

    How the design concept fits the users values. How the user experiences the service-concept

    over time. Apply modifications to the concept.

    Assume the role of the user. Act out the interaction with the prototype. Gain quick feedback for the next design

    refinement loop.

    Validation of Concept

  • FLUX

    RETROSPECTION

    SOCIALIZING

    BRACKETING

    LABELLING

    NEXT ACTION

    MAKE CONCRETE

    SENSEGIVING

    Subset to the workshop environment

    Sensemaking actions characteristics

  • Bodystorming: Is it possible to make sense without words? Note that the participant is making personal loop to the NEXT ACTION by taking measurements while Roleplaying.

    Roleplaying1

    What is the correct size for this

    equipment?

  • Journey MappingSome

    airlines do. This is just an example.

    The participant tries to M A K E t h e i d e a CONCRETE by checking feasibility.

    But we dont have a

    camera!

    2

  • Boundary Object

    what we mean is that thermic properties must

    remain the same!

    The participant is LABELLING the information in what he judges a s ignif icant categorisat ion of information.

    The role of the new system is

    basically support the crew, but difference in temperature of

    items may be a problem

    3

  • HOW IT WORKS?

  • Managing SensemakingSENSEMAKING DYNAMICS TO CONSIDER

    SENSEMAKING SEQUENCE1

    ORGANISATIONAL PERSPEC.2

    ROLE OF THE FACILITATOR3

    MEANS FOR SENSEMAKING4

  • EXPERIENCE

    SERVICE PROCESS

    SERVICE DELIVERY

    PRODUCT

    We use trays to serve

    meals

    Yes, its ideal that drinks accompany the meal

    [] is it what you define as better

    quality?

    So the idea is to serve

    hot meals and drinks the same time?

    Ideally, but takes too long

    and the meal is cold

    But passengers complain?

    Of course they complain!

    1. SENSEMAKING SEQUENCE IN CO-CREATIONRECCURING EVOLUTION

  • EXPERIENCE

    SERVICE PROCESS

    SERVICE DELIVERY

    PRODUCT

    I dont understand why

    this equipment is in front of the emergency exit now! You said this was not allowed! Shall I stop it

    by using retainers?

    The reason is that we could not

    offer the same level of service to passengers [] when preparing takes long, the difference for the passenger

    experience is considerably large.

    2. ORGANISATIONAL PERSPECTIVESENSEMAKING STARTING POINT

  • EXPERI- ENCE

    SERVICE PROCESS

    SERVICE DELIVERY

    PRODUCT

    Service ExpertsUsers

    CommercialDesign Engineer

    Service Designer

  • Facilitator: I know this is a bad example,

    so I need your help to understand what kind of information give

    to passengers

    I want to stop this now, if you have any more

    comments, please save them for later

    My research shows they want to have sense of

    control.

    3. ROLE OF THE FACILITATORPOSITIVE AND NEGATIVE EFFECTS

    His understanding of the context His part ownership in the project The development phase of the project

  • he looks surprised,[]

    realises passengers wont be able to pass through the galley this way. He then takes action

    and closes the tray.

    4. MEANS OF SENSEMAKINGTHE TOOLS

    but there is no point in

    discussing this product because the final solution will be

    different anyway

  • Impact for BusinessEFFICIENCY

    Market Intelligence

    ActionDistributes to

    the members ofthe organisation

    IndividualSensemaking

    Management receives the presentation

    Conclusion

    Report

  • Impact for BusinessEFFICIENCY

    Action

    Managing Sensemaking in co-creation.

  • Thank Youjulia.debacker@tudelft.nl

    mailto:julia.debacker@tudelft.nl?subject=

Recommended

View more >