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Enabling co-­creation of e-services through virtual worlds

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Presented at ENTER 2011 in Innsbruck/Austria

Presented at ENTER 2011 in Innsbruck/Austria

Published in: Technology

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  • 1. Enabling  co-­‐crea.on  of  e-­‐ services  through  virtual  worlds  Thomas  Kohlera,  Robin  Teiglandb,  Elia  Giovacchinib   tkohler@hpu.edu   a  Hawaii  Pacific  University,  b  Stockholm  School  of  Economics  
  • 2. Is  Second  Life  sGll  alive?  EXPECTATIONS MAY 1, 2006 July 24, 2007 Jan 28, 2010 TIME TECHNOLOGY PEAK OF TROUGH OF SLOPE OF PLATEAUOF TRIGGER INFALTED DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY EXPECTATIONS SOURCE: GARTNER
  • 3. Minds are like parachutes –they only function when open. Thomas R. Dewar 3   IMAGE SOURCE: tanja.guettersberger
  • 4. Innovation processes are like parachutes –they only function when open. IMAGE SOURCE: hey mr glen 4  
  • 5. Wor k in Structure   rog ress p 1   Co-­‐creaGon  in  virtual  worlds   2   Research  project   3   Preliminary  findings  and  open  quesGons  
  • 6. 1 CO-­‐CREATION  IN  VIRTUAL  WORLDS  
  • 7. Successful Understanding Developing products = +innovation customer needs that meet those needs 7  
  • 8. IMAGE SOURCE: EKLUND 2009 8  
  • 9. “ „ Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003
  • 10. Virtual WorldsComputer-generated physical spaceRepresented graphically in three dimensionsExperienced by many people at once
  • 11. AvatarVirtual representationAppearance - Looks-  Clothing-  Accessoires
  • 12. Technological  advances  Technological  advances   Real-­‐Gme   Media  Richness   InteracGve  collaboraGon  “When you are at Amazon.com you are actually there with 10.000 concurrentother people, but you cannot see them or talk to them. At Second Life,everything you experience is inherently experienced with others.” (P. Rosedale)
  • 13. User-­‐generated  content    NaGve  creaGvity    Playful  environment    Freedom  to  experiment    “ They could use their virtual-world sensibility „ to design products with real-world potential (Hemp, 2006)
  • 14. Philips Ideation QuestNeed identification and Concept and design Test and launchidea generation
  • 15. Steelcase Chair DesignsNeed identification and Concept and design Test and launchidea generation
  • 16. KTM Ideation QuestNeed identification and Concept and design Test and launchidea generation
  • 17. 1 RESEARCH  PROJECT  
  • 18. 18  
  • 19. 19  
  • 20. RunAlongSwedish web startupWeb community for female runnersGoal: Enable knowledge exchange from disperselocations about local marketsTravel for ChangeNon-profit projectVolunteer travel platformGoal: Co-Design of Service Experience 20  
  • 21. 21  
  • 22. Fre que nt c ouc h su rferWeb designer Social worker Community developer 22  
  • 23. 23  
  • 24. Become aware Get inspired Get creative Get critical 24  
  • 25. ResearchMethod
  • 26. 3 FINDINGS  AND  OPEN  QUESTIONS  
  • 27. Findings   PRAGMATIC SOCIABILITY VIRTUAL CUSTOMER ENVIRONMENTS USABILITY HEDONIC Nambisan and Nambisan 2008
  • 28. Provide clear navigation structureUSABILITY Provide individual support Design to inspirePRAGMATIC Create immersive environments Provide challenging tasks HEDONIC Nurture playfulness Encourage collaborationSOCIABILITY Engage in conversations
  • 29. Recrui.ng  Collaborate  with  influencers  
  • 30. AOpen questions How does users’ representation as avatars influence their contribution to the co- creation workshop? B What is the real value of virtual co- creation? 30  
  • 31. New opportunities for co-creation Innovation-related knowledge Conclusion   creation Technological challenges remainTheoreGcal  contribuGon   Inquiry into co-creation of e-services enabled by virtual worldsManagerial  implicaGons   Insights on how to manage co- creation workshops
  • 32. Interes te d in shop? jo ining a work at Please reg is terDISCUSSION   tiny.cc/t4c or e me at mail u tkohler@hpu.e d