co-creation in aviation - future travel experience · university of technology the netherlands....

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.

Thank Youjulia.debacker@tudelft.nl