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Presentation Olkc 28 April 2009 + Sk Final
 

Presentation Olkc 28 April 2009 + Sk Final

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"Learning in a Connected World: The Case of Philips Design Co-Creation Experience in Second Life" article by Ewa Miendlarzewska and Slava Kozlov presented on the international conference in ...

"Learning in a Connected World: The Case of Philips Design Co-Creation Experience in Second Life" article by Ewa Miendlarzewska and Slava Kozlov presented on the international conference in Organizational Learning, Knowledge and Capabilities, April 26-28 2009, Amsterdam, http://www.feweb.vu.nl/olkc2009/program.html

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  • Slava Kozlov, the key Future Researcher leading the Philips Design co-creation experience in Second Life Ewa Miendlarzewska: Initiatives in change management and internal strategic communication, main interest is learning in its various forms, from cognitive development and brain plasticity to social learning and learning by organizations.

Presentation Olkc 28 April 2009 + Sk Final Presentation Olkc 28 April 2009 + Sk Final Presentation Transcript

  • Organizational learning in a connected world Learning with customers in a connected world: The Case of Philips Design Co-Creation Experience in Second Life Conference on Organizational Learning, Knowledge and Capabilities Amsterdam, 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • Why is this case important?
    • Experience economy, market is a forum for conversation (Prahalad & Ramaswamy, 2004)
    • Web 2.0 and globalization increased organizational learning
    • From empirical evidence to theory enrichment
    • Authors
      • Background in organizational behavior and management, Project Manager
      • Social science background, Future Researcher
    OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • Theoretical framework
    • Communities of Practice Lave and Wenger (1998)
      • Social Learning Theory: Learning as a process of Legitimate Peripheral Participation
      • Domain, Community, Practice;
      • “ knowing" is located in the relationships between the identities, the artifacts, and the social organization of the community of practice.
    • Brown and Duguid (1991)
      • organization as a community of communities
      • “ learning in working”
      • working, learning and innovating can thrive collectively only when the three are linked together in theory and practice.
    • Questions and Challenges
      • Can a community of practice be designed?
      • Boundaries of the community and changing identity in social learning process
    OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • What is this paper about?
    • Questions
      • Who innovates in a connected world?
      • How does the virtual world enable learning, working and innovating?
      • What are the benefits and the potential business value of innovation through co-creation?
    • Case of Philips Design Co-Creation experience
      • Co-creation as an innovation practice
      • Virtual World (Second Life)
      • “ Sustainable Habitat 2020” project in cooperation with Dr. Thomas Kohler of University of Innsbruck
    • Methodology
      • Practitioner’s perspective
      • Interview with Slava Kozlov, the key Future Researcher
    OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • Introducing the co-creation communities of practice OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) Exploring, ‘Experiencing’, Platform for education, knowledge sharing and learning Over 2m Residents Open to anyone; Role-playing Participatory ways of interacting , playfulness, Virtual world on the internet, A space for limitless experimentation Residents of Second Life Participatory design, Validation of ‘design probes’, Learning and getting feedback 500+ professionals, 11 branches in 8 countries, Flat organization Designers, sociologists, anthropologists studying future trends Philips Design Researchers Practice Community Domain
  • What is the Co-Creation experience? Philips Design in Second Life
    • Philips built own community
      • Long-term co-creation community “we do it together”
      • Innovation as a shared quest
      • Including a space and a goal to co-create future experiences (Philips Design Friends group)
    • Offered something valuable
      • meetings, presentations, conversations, knowledge sharing
      • Provided ‘meeting space’ opportunity to meet with each other
    • An active community still today
    2006 OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning From novice to full participant Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) t
  • Establishing legitimacy Philips Design’s Habitat – Vision of Future Sustainable Living http://www.design.philips.com/probes/projects/sustainable_habitat_2020/index.page “ The future habitat shifts from the current state where the building surfaces are benign inert ‘dumb’ materials only used for construction and shielding purposes to sensitive functional skins that are ‘alive’ and act as membranes to harness energy.” Habitat 2020: Off the Grid, Philips Design’s Design Probe formulates radically different strategies for sustainable urban future, proposing to modify and construct buildings - and cities - as dynamic and evolving, self-sustaining eco-systems. Light Air Water OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • From novice to full participant Ideation Quest in for Habitat 2020 Learning the rules Fulfilling tasks & Getting scores Exploring inspirational materials Individual & Collaborative activities Joint projects of Philips Design and University of Innsbruck 1 2 3 OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) 4
  • Ideation Quest - Idea submission Both 3D and 2D ideas counted Winners & Rewards OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Built personal networks and information infrastructure Developed tools to maintain ongoing dialog Built own community (Philips Design Friends) Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • “ [I realized that] Philips is not all about light and other devises but they really like to think with people… It does not give the idea that they just want to sell light bulbs to you ;-)”.
  • The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Built personal networks and information infrastructure Developed tools to maintain ongoing dialog Built own community (Philips Design Friends) Becoming an expert? Conducted a more in-depth study Co-research (a people study) From feedback generation to co-creation Getting invited to communities Emergent projects OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • Becoming an expert Gaining insights –and sharing them with people– MySecondLife study OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • So what?
    • How does the virtual world enable learning, working and innovating?
      • organizational learning in a physically boundary-less space
      • Easy to experiment, Easy to interact with and learn from other communities
    • What are the benefits and the potential business value of innovation through co-creation?
      • A way to offer a unique experience for customers, build reputation and social capital
      • Valuable Feedback and insights
      • Opening the doors to new knowledge means to expect the unexpected
      • Implies emergence that cannot be command –controlled
    • Who innovates in a connected world?
      • Innovation happens “out there”
      • Shift from ‘innovating to participating in ‘innovation’
    • Change of identity requires membrane-like organizational boundaries
      • Preserving organizational boundaries is an obstacle to learning!
      • (risky investment decision, output co-ownership? IP, profit sharing, work output format, Resources: software requirements, time)
    • Good platform for Brown and Duguid’s ‘working learning and innovating’ but also for research
    OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)
  • Thank you I thank Philips Healthcare and Paul Smilde for sponsoring my learning in this conference OLKC 28 April 2009 [email_address] [email_address]