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Tim has also prepared a video onco-creation for us, and I'd like you tocheck that out now.>> I'm Tim Ogleby.I'm the co-author of Design for Growth anda CEO of Pure Insight and InnovationStrategy Consultancy.my absolute favorite tool of designthinking is the tool of co-creation.And co-creation is a life-changing skillfor me.Once I've learned how to do it, I just useit all the time,because it lets me identify a futurepossibility and fake it in some lowfidelity.So that the people I want to participatein that can, can interact with it.And give me their reaction in a veryhonest and, and direct way.I often distilldesign thinking into empathize, visualize,co-create, and iterate.

And where journey mapping helps youempathize.Right?visualizing the, the new concepts.Then create this possibility to co-createwith users.Now, in an analytic sense, we think.Well, let's just, you know, do a surveyof, of 1,000people in a random sample, and see whatthey say about it.But the truth is, if we're trying tocreate an alternative future that does

exist, thatnone of our, our research subjects hasseen,they simply can't answer a survey aboutthat future.They just don't know.Right?So, if I had in 1983 gone up to a coffeedrinker and said, with a survey, how oftenwould you have been likely to pay, wouldyoube likely to pay $4 for an espresso coffeedrink.

Right?You would hear people say, you know, notvery often, right?And yet, Howard Schultz at Starbuckscreated an experience by which, their,80% of their customers visit a Starbucks18 times a month, right?I don't believe that they would have gotan 80% response on that survey.Because people simply didn't know what he

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really had inmind in terms of the experience, he wasgoing to create.Right, we often call this inability tosurvey peopleabout the future the say do ratio.Right the say do ratio is low.They say there going to do one thing, andin,and then in a future world they dosomething else.And the truth is we're simply not thatself knowledgeable about how we'll behavein the future.However, actions speak louder than wordsso I'm going to share with youa mechanism that I love called co-creationthat is dead simple to do.And that will absolutelysave waste and help you find a bettersolution quicker.Again, to me this is simply the singlemost powerful tool of design thinking.Some of the principles of co-creation are,

we're goingto envision the future throughvisualization, right, so not words.We want to get out of words as, as quicklyaswe can, because language is a differentplace from, from, experience.Two, we want to go to the user and meetthem in their context,and so if we're going to offer anew hospitality service, a hotel forfrequent business travelers.the best place to do that is in a hotel,

right.Where they're in their context and theycan really think about it, and try it on.we want to present the user with stimulus.Right, some, some, something new that,that triggers thatthis is somehow different and stimulates areaction from them.And againstyour best instinct we want to leave itincomplete.Right?We want to have enough stimulus to, to

gesture them in toa new world or a new way that things mightbe.but leave gaps in between so it can seehow they would fill those gaps.So that they can actually co-author whatthe experience might be.Alright?A perfect question in a, in a co-creationsession is

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when the person says well, how would thisnext thing happen.Right,I see this part and I see this part, howwould the next thing happen?And, and the perfect answer is to say whatmakes sense to you?Right now, we're co-creating.So I'll give you some examples.simplest co-creation looks like a, likethis poster here.It's a concept from a consulting companythatdoes a lot of post merger integrationservices, whichis to say when, when one large companyacquiresa medium or small company they need tointegratethose two companies.my client has been doing this kind of workfor years and wanted to generate a newexperience.Typically what they would do is they

create a 50 page PowerPoint deck, go totheir best client and say here's how wewant to do it in the future.Right.Instead they created a simple poster likethis one piece of stimulus.They went to the clients' offices.the, the client who led this conversationwas a senior partnerin the firm, and I coached the partner onhow to do a co-creation session.I did not go with him, right?And so he went to his client and he said,

hehad basically a two minute preamble forthis poster to say,hey we're thinking about re-envisioningthe way we do post mergeintegration with you here's some of theelements we're thinking about.And he put these elements up on the board,and after his two minute opening statementwas very quiet.he calledme after the meeting.And, he said, it was amazing.

We set aside an hour for thisconversation.my client cleared his decks after that, tocreate another half an hour.we marked all over it.He said, at the end, this is the bestmeeting I've had this month.when can we meet and continue theconversation at, at the next level offidelity.

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Right, so there's a, a customer, a user, aB to B context user.Who said oh I likeco-authoring the solution with you give memore.Now you can imagine the benefits, right?Instead of fussing over a 50 pagePowerPoint deck which takes 50 hours youlook at that graphic and you think thatcouldn't have been you know, 50 minutes.to produce that, right?And the amount of information that theclient got from that co-creation sessionwas fantastic.He knew exactly how to create the nextlevel of fidelity at, for the nextmeeting.Right?Here's another version of a, of a poster.in this case we're working on a, a fleettelematics service, right?A sensor that would go into a fleetvehicle.That would report real time the driving

behavior,and the goal of the project, the concept,was to give feedback to drivers in realtime such that they made safer drivingdecisions.And would reduce the cost of operatingthat fleet bythe decisions that drivers were makingbased on real time feedback.Alright, so in this particular co-creationposter,we imagined that there would be severalpotential

benefits, but we did not know whatthe company operations manager would valuethe most.And so, we laid out all of these aspotential benefits, and we asked theoffice manager hey doyou believe it would give you which ofthesethings do you, do you believe it wouldgenerate realbenefits for your business.And so they looked at this poster and theywent and put green

sticky dots on the ones that they reallythought would, would be worthreal money to them you know, yellow dotson the things that theythought were, you know, nice to have butwouldn't be material in their world.And one of the things that happened on, onthis particular posteris they identified something in the middlehere right which was which

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we hadn't even seen, which was driverretention.Alright.So a couple of our respondents noted thattherewas a benefit to them that had a materialcost.Which was driver recruiting, training andretention that they could monetize.Right?They could put a dollar value with that.And so that to me is a classic example ofwe provide the stimulus and accidentallyit was incomplete, right.But by listening during the co-creationsessions we heard people, we, they wereable to co-author, the users wereable to co-author the offering with us tocreate a more complete offering.A classic example of, of co-creation thatworks really, really well is a card sort.And so in this image you'll see a s-, aset ofpreprinted cards that are potential

featuresof an offering that we've envisioned.And we don't know which ones will usersreallyvalue, especially our target users.Right?We're not divine, devising a solution foreverybody in the world.We're picking a, a solution for a specificsegment of the market.Let's go see those people, and let's findout what choices they would make.Now it looks like it's in language, right?

Because the cards are pre-printed, butit's also gestural.We, it's printed in a large size, veryoftenpeople will, will stand up and move thingsaround.You get to see their, their bodyexpressions andenergy, all right, as they make decisions.Is this nice to have?Is this, you know, distraction and get ridof it, etc.And, a common way to manage a co-creation

sessionis two people from the research team andone user.Right, so it's not a focus group.We're not putting five or six userstogether.Is a single user in a co-creation sessionso that we getrid of any social biases, alright, or anysocial signaling, any leadership,

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behavior follower behavior, it's down toone person.And why we have two is there's amoderator, right, sothe lead researcher is there, askingfollow up questions, answering questions,organizing.The second person on the research team istaking copious notes andespecially notes about, not only what'ssaid, but about what's not said.Right?The, the confused look on the face, the,the moving back.Which is a you know, I'm not likingit, the, the moving forward, the energycoming up.Right these are very, very important cluesin co-creation.All right, so the couple of ways to dothe, the card sort.Very often in a card sort you want to havesome blank cards.for example the the driver retention.

Right?We needed, we should've had cards.And and they want to said oh, driverretention.And they can write that in, and now you'rereally getting participation, right?That's back to the principle of leaving itincomplete, we now findthat they're, they're completing it foryou, and they're authoring along side you.in some cases you'll see we've done a cardsort here, this is a project we did withAARP.

focused on creating financial planninghabits in younger people.And in this case, we wanted to get thatemotionalfeedback, and so we did it in a facilitythat hada camera in front and behind.And so on the left, you see the camerathat's in front, and what we're gettingthere is.The facial reaction, confusion, delight,right things that aren'tsaid but that clearly show up on the face.

And what you're getting from behind is animage of,of the actual choices that the, that therespondent is making.Alright, another very clever co-creationsession that I, I've seen done was ata, at a hotel.It was a, it was a new servicefor frequent business travelers, and so wewent

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to a hotel property, we got permissionfromthe property, we recruited target frequentbusiness travelers.So we had them come into a room, it wasn'ttheir room but itwas a, it was a room that we hadconfigured in a certain way.And we gave them sticky notes of a smileyface, a question mark face, and a frownyface.And we said, come into the room as youwouldwhen you come into your own room and enterit,and we'll just ask you to place thesenotes whereverat, at the things that you notice in theroom, right?And then, there's no more talking afterthat, the person takes eight minutes and,andwalks into the room, occupies it the waythey normally do, and places notes down,

right?That type of stimulus, the room of courseis stimulus, 3D.Right?It really exists.And the, the notes are little 2D stimulus,and it gets theuser out of language and out of explaininghimself in a rational way.And what was very interesting is, therewere timeswhen they would place down a, a frownyface.

And then they would take it back later.As they walked through and debriefed it,they wouldsay, oh, I don't know what that was for.It was something else, right?The researcher knows, even though hedoesn't know why.There's some reason,right, that he placed that there.And that's a clue for us to understandwhatthe unmet needs are of a certain user,right?

So that's a case where the researcher'sable to record what'sdone, and signaled through behavior but,but not backed up by words.And of course, we believe actions speaklouder than words, when we're doingco-creation.Right?another example is that a very classic oneis a story board.

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And so,here's that example of a service for AARPthat exists in a series of a story panels.And in this case, we bring people in,who might, who, who might resonate withthat story.and they would walk through the panelsand, and respond to it.this is an incomplete example, because intruth there wasthis story board on one side, and theother on another.And we, we told them the two, the twoscenarios.And then we watchedwhich one they wanted to talk about.Right, so another principle of co-creationis to provide alternatives.Right, if I come up to you and I say I'vedesigned this watch myself.What do you think about it?Right is that a co-creation session?And I think well the stimulus there isthere's only one choice.

It looks pretty finished and I'm wearingit.Right.So the social contractis, I don't know this person that well.I feel obligated to say, it looks great onyou.All right.That's not the feedback you need.If instead I hold up two sketches ofwatchesand say, hey, I'm thinking about making awatch.

I sketch one like this and one like this.would love your opinion about them.Right?Now I'm giving a real choice.I've lowered the fidelity, so that Idon't, I don't seem invested.I'm wearinga different watch, so it doesn't seem sopersonal.And I've given him a choice right?Ideally two or three, all right threewould bebetter, but it depends on, on the time

horizon.Right?So that's another key principle, is toreally offer valid choices, right?Finally, you might have co-creation ofstimulus that, that looks more finished.These, this is still 2D, but this is abouta, about a, aretail experience, so a person can reallyvisualize themselves in that, in that

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world, right?We have the ability to, to look at animage,and because of our imaginative brains,just step right into it.And start to, to react, alright.another version is a project we didfor Hewlett-Packard that used Mangacartoons toinvite people into, to a story andto engage them through facial expression,right?The minimum amount of words, the maximumamountof expressiveness to invite them into thestory, right?And then another example from, from HP, Idon't know if you can seeit so well but it's a very nice finishedenvironment that, that HP created.But what they're doing is simply havingpeople fill out speech bubbles.Alright, so down here in, in the left sideof the screen, you can see these, these,

thiscustomer and HP executive are discussingsomething and fillingout the speech bubbles in in a cartoon, ineffect.Alright.So these are the principles ofco-creation.First of all don't build something realuntil you've built something fake, right?You have to do co-creation in low fidelityfirst.It's just much more affordable.

When you do that, you're going to go tothem, two on one, right?Two researchers, one subject.you're going to provide them somestimulus.To react to, right, as opposed to making apitch.It's, it's a no selling zone, right.It's a, it's a learning zone.You would love that they're, they'recommunicating 80% ofthe time or more, is a great co-creationsession.

you're going to present it to themincomplete,and you're going to debrief with yourresearch associateright after the meeting, because some oftherichness of what was signaled is going todisappear.And then finally, we're going to refineand iterate, right?

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The, the, the stimulus when we wentback to the Telematics fleet managementcompany.The next piece of stimulus had driverretention asone of the, as one of the pieces, right?To see if that resonated with more, withmore users, right?Ultimately, co-creation is the scrappiestway to get quick feedbackon your concept, and see how people arereally feeling.And again, this isn't about generatinga right answer according to quantitativemath,this is about your team looking at a userand reading their energy.If they, even if they can't tell you whythey love it, you seewhy they're saying, you know, why theirbody language is saying they need that.And this is what we need to design toward,right, is the energy of, of our targetuser in the ways that they can't

necessarily articulatein words, but they're showing us withtheir actions.