Enabling	  co-­‐crea.on	  of	  e-­‐   services	  through	  virtual	  worlds	  Thomas	  Kohlera,	  Robin	  Teiglandb,	  Eli...
Is	  Second	  Life	  sGll	  alive?	  EXPECTATIONS                          MAY 1, 2006                                    ...
Minds are like parachutes –they only function when open.                           Thomas R. Dewar                        ...
Innovation processes are like parachutes –they only function when open.                                             IMAGE ...
Wor k in                   Structure	    rog ress p    1	     Co-­‐creaGon	  in	  virtual	  worlds	      2	     Research	 ...
1   CO-­‐CREATION	  IN	  VIRTUAL	  WORLDS                                           	  
Successful       Understanding         Developing products             =                    +innovation       customer nee...
IMAGE SOURCE: EKLUND 2009                            8	  
“                            „    Armed with new connective tools, consumers want to interact    and co-create value...   ...
Virtual WorldsComputer-generated physical spaceRepresented graphically in three dimensionsExperienced by many people at once
AvatarVirtual representationAppearance - Looks-  Clothing-  Accessoires
Technological	  advances                                              	  Technological	  advances	   Real-­‐Gme	   Media...
User-­‐generated	  content	    NaGve	  creaGvity	    Playful	  environment	    Freedom	  to	  experiment	  	  “ They co...
Philips Ideation QuestNeed identification and   Concept and design   Test and launchidea generation
Steelcase Chair DesignsNeed identification and   Concept and design   Test and launchidea generation
KTM Ideation QuestNeed identification and   Concept and design   Test and launchidea generation
1   RESEARCH	  PROJECT                      	  
18	  
19	  
RunAlongSwedish web startupWeb community for female runnersGoal: Enable knowledge exchange from disperselocations about lo...
21	  
Fre     que        nt c             ouc                h su                    rferWeb designer                           ...
23	  
Become aware               Get inspired                              Get creative                                         ...
ResearchMethod
3   FINDINGS	  AND	  OPEN	  QUESTIONS	  
Findings	                 PRAGMATIC              SOCIABILITY                            VIRTUAL                           ...
Provide clear navigation structureUSABILITY              Provide individual support              Design to inspirePRAGMATI...
Recrui.ng	  Collaborate	  with	  influencers	  
AOpen questions   How does users’ representation as avatars                 influence their contribution to the co-       ...
New opportunities for co-creation                                Innovation-related knowledge       Conclusion	           ...
Interes te d in                                 shop?                 jo ining a work                                   at...
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Enabling co-­creation of e-services through virtual worlds

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Presented at ENTER 2011 in Innsbruck/Austria

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Enabling co-­creation of e-services through virtual worlds

  1. 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. 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. 3. Minds are like parachutes –they only function when open. Thomas R. Dewar 3   IMAGE SOURCE: tanja.guettersberger
  4. 4. Innovation processes are like parachutes –they only function when open. IMAGE SOURCE: hey mr glen 4  
  5. 5. Wor k in Structure   rog ress p 1   Co-­‐creaGon  in  virtual  worlds   2   Research  project   3   Preliminary  findings  and  open  quesGons  
  6. 6. 1 CO-­‐CREATION  IN  VIRTUAL  WORLDS  
  7. 7. Successful Understanding Developing products = +innovation customer needs that meet those needs 7  
  8. 8. IMAGE SOURCE: EKLUND 2009 8  
  9. 9. “ „ Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003
  10. 10. Virtual WorldsComputer-generated physical spaceRepresented graphically in three dimensionsExperienced by many people at once
  11. 11. AvatarVirtual representationAppearance - Looks-  Clothing-  Accessoires
  12. 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. 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. 14. Philips Ideation QuestNeed identification and Concept and design Test and launchidea generation
  15. 15. Steelcase Chair DesignsNeed identification and Concept and design Test and launchidea generation
  16. 16. KTM Ideation QuestNeed identification and Concept and design Test and launchidea generation
  17. 17. 1 RESEARCH  PROJECT  
  18. 18. 18  
  19. 19. 19  
  20. 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. 21  
  22. 22. Fre que nt c ouc h su rferWeb designer Social worker Community developer 22  
  23. 23. 23  
  24. 24. Become aware Get inspired Get creative Get critical 24  
  25. 25. ResearchMethod
  26. 26. 3 FINDINGS  AND  OPEN  QUESTIONS  
  27. 27. Findings   PRAGMATIC SOCIABILITY VIRTUAL CUSTOMER ENVIRONMENTS USABILITY HEDONIC Nambisan and Nambisan 2008
  28. 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. 29. Recrui.ng  Collaborate  with  influencers  
  30. 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. 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. 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
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