Experience Co‐Creation and
Designing Interactions
Designing Interactions
How you can catalyze your business and create new
meaningful value for you stakeholders
g y

How we see innovation
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What was first: the chicken or the egg?
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Culture or Processes
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Customers are informed and request value
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A traditional innovation generation process
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Organization
O i ti
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Companies define, customer should buy…BestBuy?
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You can help me to solve MY problem
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Why at all Experience Co‐Creation?
• Change in the social logic
Ch i th i ll i
There is no longer a party that determines the rules and gives
•
_____ commands
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• If customer have experiences something they less forget it
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• Experience create a higher loyalty, trust and brand perception
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• Consumers self‐direct their needs
Consumers self direct their needs _____ _____
• Individual searches for needs satisfaction due to higher
networking and information availability
• Meaning searching customer
Meaning searching customer
• Process of creating meaning can not be longer incidental
• Searching for not superficial value generation
• Commodities saturated push‐needs and superficial satisfaction
Commodities saturated push needs and superficial satisfaction
• Long term competitive advantage
• Customer experience and relationship for sustainable success
• Value generation for all participants
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Experience bens and transcends the limits
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Experience
P&D
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Sometimes we think small things do not matter
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“If you think it is too small to cause an impact, try to sleep with a mosquito”
(Kevin Robers, Lovemarks)
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Experience and the sum of interactions
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emotions (single)
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experience (erlebnis)
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tion _____ _____
e
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giv meaning
g
Senso percept
ory
ve
(multiple emotions)
(multiple emotions)
meaningful experience
(Boswijk, Thijssen, Peelen)
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How do we define experience?
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An experience stimulates and satisfies
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individually the senses of the interacter
individually the senses of the_____ _____
interacter
(customer) by creating an emotional
connection. It further transcends the
connection It further transcends the
traditional vision of products and
services.
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What is an experience?
• Personalized
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Involves all senses ______ __ _______ __ _____ ______
• Higher focus/
Higher focus/ ______ _____
concentration during _______ _____
the process
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• Altered perception of
p p
time _____ _____
• Creation of an
emotional connection
• Unique process with
an intrinsic value for
each customer
• Offers a
Offers a
reflection/stimulation
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Culture of experience co‐creation
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Organization Stakeholders
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Experience Co‐Creation integrated the customer in
the organization’s creation process
Could I create and
_____feel like ______ __ _______ __ _____ ______ my
I should
____ place my own logo on
the bike? Where would
friend sit?
driving a Ducatti ______ _____
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When the color would
_____ _____ suit”/outfit that
I would like to buy a
“racing
not be orange
_____ _____ bikewith my
combines
.
Who is using the
same or similar Is this bike
bicycle? receicable?
I would like to drive in
the water
My apartment is quiet
small, how to I store
my bike?
The product is cool
How can I track where my y but the service....
child is riding the bike?
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The Co‐Creation Profile
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www.symnetics.com.br Fonte: Pesquisa H2R/Symnetics, 2007

From the traditional to the experience innovation
taxonomy
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Old New
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Process Interactions _____ _____
Products and services Experiences _____ _____
Experience environments (on-
Technology line and off-line)
Human Resources Individual
y
Community
Clients Individual
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Experience Co‐Creation practical applications
• Innovation and design
I ti dd i
Outcome: "Experience innovation.“
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• Branding, customer insights, marketing, communication and sales
Outcome: "Brand as the co created experience “ ______ _____
Outcome: Brand as the co‐created experience.
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• Process design, process performance and quality management
Outcome: "ECC‐enhanced process design.“ _____ _____
• Information and communications technology _____ _____
Outcome: "ECC‐enabled IT.“
• HR processes, leadership development, organizational change and culture
Outcome: "ECC‐enhanced HR.“
O "ECC h d HR “
• Bottom of the pyramid, social innovation, citizen‐centric government and
corporate social responsibility (CSR)
Outcome: "Social innovation through co‐creation.“
Outcome: "Social innovation through co creation “
• Strategy, strategic planning, corporate reporting and governance
Outcome: "Co‐created governance.“
• Supply chain
Outcome: "Co‐created supply chain (source: ECCP)
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Wiki goes 2 car‐design
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http://www.cmmn.org/
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Buy experiences – sweet moments
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http://www.sweemo.com/
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The Case
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http://www.senai.br
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Initial idea
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The inicial idea was to _____
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innovate new initiatives_____
i t i iti_____
ti
that increases the
relationship with the
industry...
…but it turned out to be much richer
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Interactions hold meaningful value
Activity Map Interactions Map
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Ideas Generation applying
d l Qualification and prioritization
lf d
DART of interactions
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Project participants were diverse, leading
companies from 6 large sectors participated
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…and contributed in co-creation workshops with
students, alumni, jobless former students,
professors, directors
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Creative workshops use multi‐space and multi‐
sensorial stimulation
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Seeing, merging together
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An example of an interaction map
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Also not applied at SENAI prototyping experiences
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Experience environments
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Open House Alumni _______ _____
Integrated
Training PROJECT
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environment
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The Student
Practical
in the
Training
shop
For the
Window
industry

Based on the ideas strategic changes were
suggested
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(Osterwalder)
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Increase in direct and indirect results
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If you would like to share an other co‐creation story,
please mail us:
anderson@symnetics.com.br
_____ ____ ______ __ _______ __acoutinho@symnetics.com.br
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daniel.egger@symnetics.com.br
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marcelo@symnetics.com.br
marcelo@symnetics com br
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www.symnetics.com.br

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anderson@symnetics.com.br
acoutinho@symnetics.com.br
daniel.egger@symnetics.com.br
d i l @ ti b
marcelo@symnetics.com.br
www.symnetics.com.br

Where you can drink coffee with us
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Munique _____ _____
Basel
Poznan _____ _____
Mexico - DF
Bogotá
Fortaleza *
Lima
Salvador *
São Paulo
Santiago Buenos Aires
Luanda
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The creative commons license
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20 years of experience and...
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clientes
li t
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Image Sources
Slide 5:
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http://www.flickr.com/photos/tschoerda/379392562/sizes/o/ _____ ______
Slide 13: ______ _____
www.maketool.com _______ _____
Slide 16: _____ _____
http://magento-
http://magento _____ _____
themes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43
594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg
Slide 23:
http://www.paginalegal.com/wp-content/files/peticao-inicial.png
Slide 25:
http://graphics8.nytimes.com/images/2006/03/25/business/mgmt.span.jpg
http://graphics8 nytimes com/images/2006/03/25/business/mgmt span jpg
Slide 34:
http://www.flickr.com/photos/amandamacedo/2763806182/
http://www.flickr.com/photos/tschoerda/379392562/sizes/o/
www.symnetics.com.br