Crowdsourcing vs. Experience
Co-Creation
Comparing two emerging concepts for a
sustainable innovation process

Where you can drink a coffee with us

A traditional innovation process
Organization

The sofa – traditional R&D
How can the sofa be re-
cycled? Focus on design
What were the results
from the customer More durable surface
survey?
Organic material
Colorful
How is the soft
assembled ?

Gain new perspectives,
avoid commoditization

Crowdsourcing or outsourcing to the mass
6

What is Crowdsourcing?
Crowdsourcing invites crowds to
submit, discuss, refine and rank ideas
or other contributions via the web to
arrive at what have been proven
economically as the most-likely-to-
succeed solutions.
(chaordix.com)

The client has an idea and we will work together to
solve it
• Initiative activated by a • Idea generation
•
1 •
client
Outsourcing task 2 •
Co-ideation
Prioritization (voting)
• Problem broadcasted • Return the idea to the
to unknown group client
The client The crowd

Some facts about Crowdsourcing
• Worldwide participation
• The task ranges from highly specialized to simple operational ones
• Remotely work
• “Micro-chunks” project management (30min)
• “Spare time” workers
• Crowds is diverse (diverse specialists)
• Most of the ideas do not have a high quality
• The is auto-organized and filters, finds and qualifies ideas
• There are no wages or low wages paid
• No written contracts exit (in the best case are only IP’s recorded)
Crowdsourcing does not increase the amount of talents – the
process makes it possible to find and leverage them
9

Experiences are the sum of interactions and emotions
“If you think it is too small to cause an impact, try to sleep with a mosquito”
(Kevin Robers, Lovemarks)

How do we define experience?
An experience stimulates and satisfies
individually the senses of the interactor
(customer or value chain agents) by
creating an emotional connection. It
further transcends the traditional vision
of products and services.

Experiences and their benefits
Experience
(Personalized, involves all senses, higher focus/concentration during the process, altered perception of
time, creation of an emotional connection, unique process with an intrinsic value for each party,
offers a reflection/stimulation)
B2B B2C
• Increase of transparency between the parties • Creation of a meaningful experiences
• Win-Win solutions for the participating • Coherent experience creation at all company
agents touch points
•
•
Creation of a unique competitive value
proposition
Mobilization of the value chain turning
innovation into a joint activity
•
•
•
B2E
Emotional connection
Sustainable brand relationship
Dialogue, access and transparency between
the parties
• More trustful relationship between the • New insights based on usage and experiences
parties of products and services
• New insights from the agents and the clients • Process changes and customer integration
of the agents
• Access to new agents in the value chain

Paradigms are shifting
Problem solving Customer
integration
• Products • Transcend the
• Technology traditional P&D
• Materials • Focus on
• Processes interactions
• Design • Emotions
• Time to market • Personalized
• Viability Experience
• Services

There exists two experience co-creation platforms
1 2

Internal Experience Co-Creation
• Collaboration based on
1 •
•
experiences
Co-Creation and validation of
ideas with stakeholders
Robust, high quality ideas
• Integration of value chain
agents and stakeholders
• Change in the mind set
• Preparing the company for the
continue process
• System thinking
Organization Stakeholders

Experience Co-Creation integrates the customer
Can I want access the
internet? Can I create my own
My back hurts, does the textile pattern?
sofa adapt itself?
Is the seat heated?
My apartment is quiet
small, can I shrink it?
Is there a massage
system integrated?
How my wife and can
watch two different
movies at the same
time?
Could the sofa measure
my weight automatically
and upload it online into
My apartment is quiet my fitness program?
small, can I shrink it?

Different experiences and views create new qualitative
ideas
Company Client/agent
network networks
Company Market
Suppliers Nintendo
Research Heath pages
Comfort Electronic
companies
Designers Community
Partners...n Industry
Co-Creation and collaboration
environment

Experience environments are extending itself off and
online

External Co-Creation Platform
2
Company offers...
• Touch points
• Transparency
• Dialogue
• Technological platform
• Increasing the user experience
• Connection and exchange of
experience
• Recognition

And , so what!

Two kind of innovation processes
Crowdsourcing Experience Co-Creation
• Outsourcing • Integration of diverse agents
• Problem solving (defined • Initial premises can change during
premises) the process
• Cultural sensibilization
• External Process
• Internal (cultural) and external
• Lot of ideas, majority low quality
process (customer)
• Win situation for the clients (not
• Robust, experience platforms and
necessary for the company) innovation proposals (idea quality)
• Product innovation • Creation of a win-win situation
• On time innovations • Unique value proposition and
• Increase in brand recognition and market differentiation
word by mouth marketing • Process, product, business
• Accesses diverse talents innovation
• Continuous innovation process

Innovation activists and experience designers
(click on the images to access our LinkedIn profile)

Thank you
anderson@symnetics.com.br
acoutinho@symnetics.com.br
daniel.egger@symnetics.com.br
marcelo@symnetics.com.br

Image sources
Slide 6:
http://www.jasonkolb.com/photos/uncategorized/2007/10/01/wisdomofcrowds.jpg
Slide 13
http://www.furniturestoreblog.com/2008/05/16/nea_studio_modern_sofa_and_da
ybed_with_a_twist.html
Slide 17
http://tapecariasilvia.googlepages.com/Chelsea20Sofa.jpg/Chelsea20Sofa-full.jpg
http://digitaldrops.com.br/drops/wp-content/uploads/2009/02/athena_sofa.jpg
Slide 20
http://www.flickr.com/photos/va1kyr/2613519716/sizes/o/
Slide 23
http://www.flickr.com/photos/amandamacedo/2763806462/