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 product’s 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 don’t 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 don’t 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.
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