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?

Fuzzyfrontend Gap Traditionaldesigndevelopmentprocess

Wherearewenow?

consumer

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

the moment

memories

dreams

nightmares

future

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

Wherearewegoing?

DESIGNASLEADING?

Wherearewegoing?

DESIGNASSEEDING

Wherearewegoing?

thankyou

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