co creating change
TRANSCRIPT
Co-creating change
Outi Kuittinen, Head of Co-Creation, Demos Helsinki19 Oct 2016, Studio “From Big Science to Citizen Science and Beyond”, Transdisciplinary Design, The New Schoolwww.demoshelsinki.fi @outikookoo
What is co-creation for you?
My perspectiveY Lab – 130 experience and subject experts concepting new urban, high-quality & low-cost housing, and a new role for a housing foundation
Helsinki Challenge – 100 researchers and partners creating science-based solutions to the challenges of the society, and a new culture of interaction at the university
Smart Retro – 12 cities, corporations and universities, 15 startups and 700 users developing sustainable urban services, and a new model for urban development
Co-creation is an approach of inviting relevant stakeholders to collectively
address issues, solve problems and exploit opportunities by combining their insights,
skills and resources.
Its aim is to create outcomes, which are not known in advance, which the
stakeholders could not create on their own, find mutually valuable and
feel ownership for.
DESIGN AND LEAD CO-CREATION
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DEFINE WHAT YOU ACTUALLY ARE CO-CREATING
BUILD AN ITERATIVE PROCESS WITH INTERMEDIATE OUTCOMES
FIND & MOTIVATE YOUR OBVIOUS AND NOT-SO-OBVIOUS
CO-CREATORS
KNOW YOUR GOAL AND SKETCH A STRATEGY FOR
CHANGE
KNOW YOUR GOAL AND SKETCH
A STRATEGY FOR CHANGE
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Your goal:Policy change?
Perception change?Behaviour change?
Co-creation is often about change.
(Or should be used only if.)
Many elements that are going to create something new, some changes,
also friction, uncomfort:
Co-creation is an approach of inviting relevant stakeholders to collectively
address issues, solve problems and exploit opportunities by combining insights,
skills and resources.
Its aim is to create outcomes, which are not known in advance and which the
stakeholders could not create on their own, find mutually valuable and feel
ownership for.
A change process
Co-creation as
A method or project phase
An organisational culture
? !
? !
Centre graph on the roles of dfferent disciplines in co-creation after Humanomics, http://www.humanomics.co/2014/05/30/the-blind-men-and-the-elephant/
SOCIAL SCIENCES
Framing assumptions about change and
how it happens
DESIGNUnderstanding
value and testing assumptions
BUSINESS & MANA-
GEMENTFraming assumptions
about value and org. behaviour
FIELDS OF RESEARCH AND PRACTICE INFLUENCING CO-CREATION
They bring in different background ideas or ideologies, goals and strengths
Centre graph on the roles of dfferent disciplines in co-creation insipired by Humanomics, http://www.humanomics.co/2014/05/30/the-blind-men-and-the-elephant/
GOALSServices, products or models, which answer to real needs and are intuitive and excellent to use
STRENGTHS
Experience perspective
Empathy
Process, methods
TRADITIONS, e.g.
Participatory design
User-led design
Service design
Design thinking
Design for participation
GOALS
Legitimate, democratically achieved systems fostering equity
Emancipation
STRENGTHS
Theories of change
Analysis of power
Capacity-building
TRADITIONS, e.g.
Participatory democracy
Stakeholder engagement
Community engagement
Social Innovation
Public Innovation
GOALSInnovative services, products and strategies, making better business and differentiating in the market
Successful organisations
STRENGTHS
Value evaluation
“Business” model
TRADITIONS, e.g.
Open innovation
Organisational change management
FIELDS OF RESEARCH AND PRACTICE INFLUENCING CO-CREATION
SOCIAL SCIENCES
Framing assumptions about change and
how it happens
BUSINESS & MANA-
GEMENTDESIGNUnderstanding
value and testing assumptions Framing assumptions
about value and org. behaviour
DEFINE WHAT YOU ACTUALLY ARE CO-CREATING
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Your goal:Policy change
Perception changeBehaviour change
What do you need for achieving it?
new service or product concepts
new functions or operations
new business models
scenarios
new strategies and policies
new initiatives
Which ones do you need to reach your goal?
new service or product concepts
new functions or operations
new business models
scenarios
new strategies and policies
new initiatives
new processes
new roles or positions
new relationships
new partnerships
new networks
a new community
an ecosystem
new skills and capabilities
new perception of one’s role
trust in the leading organization
legitimacy for new initiatives and changes
a new problem definition
insights
common understanding and sensemaking
shared vision or goals
shared experiences
inspiration, motivation
ownership of an issue
empowerment, advocacy
Which ones do you need to reach your goal?
new service or product concepts
new functions or operations
new business models
scenarios
new strategies and policies
new initiatives
a new problem definition
insights
common understanding and sensemaking
shared vision or goals
shared experiences
inspiration, motivation
ownership of an issue
empowerment, advocacy
new processes
new roles or positions
new relationships
new partnerships
new networks
a new community
an ecosystem
new skills and capabilities
new perception of one’s role
trust in the leading organization
legitimacy for new initiatives and changes
Possible Outcomes of Co-creation
EXAMPLE CASE:PELOTON
Behaviour change through creating new consumer
services that enable sustainable lifestyles
A service design camp to concept sustainable services
A temporary community was born
Co-creation events
Final service
concept
Co-creation process
Co-creation process
Final service
conceptCo-creation events
Skills
Partnerships
Networks
We might not design the process to create the “bi-products” we need for
implementing the concepts and sustaining change.
Or we are so concentrated in getting what we want that we are not prepared
to notice, support or include the more we wanted.
apply
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>> At the start, sketch what you want to see start developing already during the process in order to help implement the
concept(s) and support the change, – and design the process accordingly.
Also be sensitive to and ready to include the unforeseen “bi-products” in the
concept.
apply
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Checklist❏ What are your goals you want to advance through a co-creation process?
❏ What is it that you actually want / need to co-create to reach your goal?
❏ Which are the most important outcomes you want to achieve?
❏ Which are secondary?
❏ Does your process support achieving your primary outcomes?
❏ What can you do when something unexpected but potential emerges, e.g. a network, strong advocacy etc.?
❏ Are you flexible enough to include them in the concept (time, budget, your mindset)?
❏ How can you capture them and make your customer to see their value, even if not part of your concept?
❏ Is there a way to find resources to support them?
❏ What other type of work you need to do than your design work to get your concept implemented? E.g. talk 1 on 1 to get someone convinced, have a draft plan for the customer how to resource of the concept implementation...
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