Innovating together with end-users off-line and on-line
Co-creation & Co-creativity
1
What are we talking about?
2
Co-creativity steps
(off-line)
3
Co-creation processes
(on-line)
What are we talking about?
Open Innovation
• use external / internal ideas
• internal /external paths to market
Crowdsourcing
Open call to a generally large group of people or community
Web 2.0
Use of WWW technology to enhance: •interactivity, creativity,
information sharing, connecting people, and collaboration
face to face communication
User Generated content
"users" generate and share their own content, using collaborative publishing platforms like You Tube, rather than
Co-creation
Develop and improve products and services together with:
• Companies • Employees
• Knowledge institutes • Customers
• End users & Consumers
What are we talking about?
Open Innovation
• use external / internal ideas
• internal /external paths to market
Crowdsourcing
Open call to a generally large group of people or community
Web 2.0
Use of WWW technology to enhance: •interactivity, creativity,
information sharing, connecting people, and collaboration
face to face communication
User Generated content
Co-creation
Develop and improve products and services together with:
• Companies • Employees
• Knowledge institutes
• Customers
• End users & Consumers
Product development…
Customize
Product
Create
New Product
Improve existing
Product
Co-creation & Co-creativity
1
What are we talking about?
2
Co-creativity steps
(off-line)
3
Co-creation processes
(on-line)
Why develop products with end-users?
From: Co-creation and the new landscapes of design Elizabeth B.-N. Sanders & Pieter Jan Stappers
classical
co-creation / co-design
• 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
• users are expert of their experiences
• experiences > needs > innovative visions
Co-creation steps
create team idea creation shared concepts evaluate & select
•
Based on experience from TNO with face-to-face co-creation
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
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:
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
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
Co-creation & Co-creativity
1
What are we talking about?
2
Co-creativity steps
(off-line)
3
Co-creation processes
(on-line)
Co-creation in product development
•
end-users become (virtual) part of
multi-disciplinary development team:
end users/customers/lead users, commercial stakeholders, designers,
•
Involve end-users actively through all
stages of product development
Market exploration Idea generation Concept development Product
Product development process
Direction
Design
Production
Evaluate
Users Technology Context Starting points for innovation Idea concept functionality interaction visual Market exploration Idea generation Concept development Product
creation Testing Launch
Creative solutions Creative Implementations
Pool of test customers
Online examples
Direction
Design
Production
Evaluate
Users Technology Context Starting points Market exploration Idea generation Concept development Product
creation Testing Launch
• open up your strategy to your partners
• create a process for open feedback from users • offer a channel for the enthusiasm of your happy
Online examples & missed opportunities
Direction
Design
Production
Evaluate
Users Technology Context Starting points for innovation Market exploration Idea generation Concept development Product
creation Testing Launch
Redesign VW California kitchen
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)
Online examples
Direction
Design
Production
Evaluate
Market exploration Idea generation Concept development Product
creation Testing Launch
Creative solutions 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)
Online examples
Direction
Design
Production
Evaluate
Market exploration Idea generation Concept development Product
creation Testing Launch
Creative Implementations
• offer basic building tools
• mainly software development
Online examples
Direction
Design
Production
Evaluate
Market exploration Idea generation Concept development Product
creation Testing Launch
Pool of
• test products within online communities
• create pool of friendly customers for beta testing
• Ongoing monitoring of customer responses to new features online
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
