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Beyond Co-design. How open collaboration formats can enhance your design process

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Open collaboration formats offer insights on how to engage, collaborate and bring ideas. This talk, presented at EuroIA 2010 (http://www.euroia.org/Programme.aspx) explores how co-creation formats …

Open collaboration formats offer insights on how to engage, collaborate and bring ideas. This talk, presented at EuroIA 2010 (http://www.euroia.org/Programme.aspx) explores how co-creation formats like hackdays or design challenges can be used to enhance a co-design process, involving (lead) users, colleagues or clients.

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  • Good afternoon everyone and welcome to ‘beyond codesign’. In the next 40 minutes or so we’ll talk about how open collaboration formats can be improve the way you involve different types of people in a design process, and hopefully this will inspire you next time that you start a new project
  • I’m Franco, and together with Johanna I work in the user experience team of one of the largest telecom operators in the world, Vodafone. One of the points of excellence of our team – I think – is the expertise in co-design: we have run many projects with this approach, and we have people who have done codesign even before it was invented ^_^ It’s not only the experience during working hours the one that Johanna and myself have: we are both regular attendees and sometimes organisers of what we have called ‘open collaboration’ events: barcamps, meet-up, hackathons.Today we are going to reflect on how to mix codesign and this type of collaborations, using 2 projects we run in Vodafone in 2009. Johanna, can we clarify what do we mean by codesign and collaboration?
  • What: sustainability and Vodafone and peopleThe process: invite experts, interested, activists together with designersAlso, bring the ideas generated in codesign to a further stage, by co-prototyping these with developers and tinkerers Objectives: collect expertise on the topic. Generate ideas that had a tangible result, and could be evaluated in a quicker way. Be able to extrapolate enablers an services.
  • How did we sell it?Make all the Corporate Social Responsibility efforts visible to ‘consumers’.Generate brand differentiation.
  • The goals of the project influenced the type of people we asked to participate---And – of course – everyone contributes with ideasThe grey ones mean: like Microfutures. Unlike microfutures, marketing stakeholders were less involved
  • The grey ones mean: like MicrofuturesBenchmark of existing solutions + Internal workshop: first ideas and conceptsCo-design workshops: conceptsFurther development of concepts (internal) Publication of conceptsHack-a-thon: apps and prototypesFurther development of concepts and apps
  • You do not have to assign ownership of any intellectual property rights arising from Your developments to Vodafone, but in the interests of sustainable development, You must make available any code which is part of your competition entry under a recognised open source licence of your choice, along with the complete corresponding machine-readable source code, on the Betavine platform, or such other platform as provided by us, and You must neither use any third party code which is incompatible with distribution under your chosen licence, nor knowingly infringe any third party intellectual property rights.
  • Participants in the codesign workshops appreciated a lot the availability of a panorama of existing solutionsParticipants in the co-prototyping day appreciated the briefs and ‘stimulus material’ coming from the concepts created during the co-designWe realised – maybe too late – that it would have been beneficial to break this barrier, and mix the 2 groups of participants.Why? Users have needs and desires. Developers know what is possible, and this can make users discover needs they weren’t aware of
  • Our stakeholders were mainly inside our team, and part of the corporate responsibility department. A proper engagement with product teams would have made the differenceThe output of the project is not just what you deliver: it’s the chances to follow-up and continue working on it
  • An attention to the process helped us open-up the project to new sources of knowledge. Tools and spaces supported this not-so-typical collaboration style with people like experts, lead users, developers.But most important for us was to attract people that had a certain mindset: an interest for the topic and a will to share ideas and code.
  • What do they have in common?Our goals were: Tangible outcome‘Make it real’ quickerNeeds drive technology drives needsTransform vague ideas into tangible prototypesParticipation of different people / codesignExperiments with processes, information given, tools, spaces used for designing
  • What do they have in common?Transform vague ideas into tangible prototypesParticipation of different people / codesignExperiments with processes, information given, tools, spaces used for designingOur goals were: Tangible outcome‘Make it real’ quickerNeeds drive technology drives needs
  • "All of these initiatives, whether they apply to brand, CRM, product development, R&D, customer service, or HR, exhibit some similar characteristics:- easy access;- open platforms that harness the creativity and expertise from people outside of the organization or untapped sources inside;- open-ended formats that can evolve as the problem statement changes;- ample room for participation and emergent self-organization;- easy mechanisms for tinkering and hacking (e.g. through open-source formats);- small formats that can be easily shared- strong incentives (ideally intrinsic motivation or social currency);- real-time visibility (through sharable content);- tie-ins to dormant or active social networks;- and distributed decision-making."
  • Good afternoon everyone and welcome to ‘beyond codesign’. In the next 40 minutes or so we’ll talk about how open collaboration formats can be improve the way you involve different types of people in a design process, and hopefully this will inspire you next time that you start a new project
  • Transcript

    • 1. Beyond co-design
      How open collaboration formats can enhance your design process
    • 2. Franco Papeschi - @bobbywatson
      Johanna Kollmann - @johannakoll
      User Experience @ Vodafone Group Services
    • 3. Co-design…
      …is about developing a service or a product by a process that involves all perspectives that are related to the design.
      …has its origin in systems-thinking.
      …involves different groups of people actively in the design process, and all perspectives are equally important.
    • 4. Collaboration…
      … is defined as ‘working jointly with others or together, especially in an intellectual endeavour.’ (Merriam Webster Online dictionary)
      Collaborating openly with others means that ideas are shared rather than protected.
      Open collaboration activities, such as barcamps or Hack-a-thons, encourage participants to share information, their work, and reflect and learn together.
    • 5. open
      collaboration
      co-design
      Awesome!
    • 6. Awesome!
      More and better ideas
      Tangible outcomes
      Perception of Vodafone
      Relationships
      Change internal perception of UX
      We’re hiring more UX agencies for strategy work!
    • 7. The MicroFutures project
    • 8. MicroFutures: Goals
      What
      Internal ideas around marketplaces and transactions
      Quickly turn these ideas into tangible product concepts
      Why
      Do more than one designer can do
      Expose ideas to fresh perspectives
      Collaborate more with users and internal stakeholders
      Learn for future co-design projects
    • 9. MicroFutures: People
      Stakeholders
      Designers
      Lead users
    • 10. MicroFutures: Process
      explore
      Co-design
      Bridge the gap between Explore and Design
      design
      experience
      build
    • 11. MicroFutures: Process
      Internal research and design workshops
      Co-design project
      Internal sharing of design concepts
      Mobile app spin-off project with R&D
    • 12. MicroFutures: Process
      Ideation
      Workshops
      Sprint 01
      Sprint 02
      Sprint 03
      Sprint 04
      Online
      Collaboration
    • 13. MicroFutures: Process
    • 14. MicroFutures: Process
      Detail
      concepts
      Personas
      Ideation
      Sprint 03
      Workshops
      Sprint 01
      Sprint 02
      Sprint 04
      Online
      Collaboration
    • 15.
    • 16.
    • 17. MicroFutures: Process
      Detail
      concepts
      Presentation of final concepts
      Ideation
      Personas
      Workshops
      Sprint 01
      Sprint 02
      Sprint 03
      Sprint 04
      Online
      Collaboration
    • 18. MicroFutures: Outcome
    • 19. MicroFutures: Information
      Objectives
      Personas
      Brand
      Business objectives
      Background
      Initial ideas
      Research
      Outcome of internal workshops
      Constraints
      Design brief
      Technical constraints
      (Mobile) platforms
      Information facilitates focus and prioritisation.
    • 20. MicroFutures: Spaces
    • 21.
    • 22. MicroFutures: Tools
      Design
      Visual communicator
      Stimulus material
      Collages
      Scenarios
      Storyboards
      Communication
      Blog
      Skype
      Cameras
      ‘Adopt a remote member’
      Collaboration
      Prioritisation techniques, eg dot democracy
      Tools facilitate designing and collaborating.
    • 23. MicroFutures: Learnings
      Share ‘secret’ information like personas or business objectives.
      Facilitate self-organisation, rather than try to control the teams.
      Co-design requires a shift in mindset to succeed.
    • 24. Mindset
      Share ideas and information
      Self-organisation
      Collaborative decision-making
      Info
      People
      Designers
      Experts
      Lead users
      Background
      Objectives
      Constraints
      Tools
      Spaces
      Design tools
      Collaboration techniques
      Communication tools
      Design studio
      Public online platform
      Process
      Sprints
      Timeboxing
      Clear tasks
      Competition
      Retrospectives
    • 25. The ecomo09 project
    • 26. Ecomo09: Goals
      What
      Create tools and services that help people understand their impact on the environment, and act upon it.
      Why
      Collect expertise on the topic.
      Generate ideas that had a tangible result, and could be evaluated quickly.
    • 27. Ecomo09: People
      Designers
      Lead users
      Sustainability experts
      Developers
      R&D
      Design knowledge
      Challenges of daily life
      Topic knowledge and passion
      Technical knowledge and passion
      Technical knowledge
    • 28. Ecomo09: Process
      explore
      Co-design
      Close the loop between Explore and Design
      design
      experience
      Hack-a-thon
      Move from Design to Build
      build
    • 29. Ecomo09: Process
      Internal research and design workshops
      Co-design project
      Public sharing of design concepts
      Similar to
      MicroFutures
      Hack-a-thon: apps and prototypes
      Further development of concepts and apps
    • 30. Ecomo09: Process
      Co-design
      Hack-a-thon
    • 31. Ecomo09: Spaces
      Physical
      Virtual
    • 32. Ecomo09: Information
      Background
      Initial ideas
      Research
      Outcome of internal workshops
      Interviews with experts
      Objectives
      Brand
      Vision of the future
      Constraints
      Design brief
      Technical constraints
      Opportunities
      Technical assets (APIs,…)
      Information facilitates focus and prioritisation.
    • 33. Ecomo09: Tools
      Communication
      Public Blog
      Twitter
      Flickr
      Design
      Visual communicator
      Stimulus material
      Scenarios
      Reuse
      Code repository
      Collaboration
      Prioritisation techniques, e.g. dot democracy
      Ownership
      Legal framework (Creative Commons, Open Source)
      Tools facilitate participation and creativity.
    • 34. 3 concepts
      Ecomo09: Outcome
    • 35. 3 concepts
      Ecomo09: Outcome
    • 36. 8 prototypes
      Ecomo09: Outcome
    • 37. 1 new set of API
      Ecomo09: Outcome
    • 38. Ecomo09: Learnings
      Adopt practices and tools of people you want to engage with
      Platforms
      Events
      Photos by Tory Dunn
    • 39. Ecomo09: Learnings
      Users
      Developers
      More interaction
      needed
    • 40. Ecomo09: Learnings
      It saved money – but we didn’t tell the business!
    • 41. Mindset
      Self-organisation
      Passion for the topic
      Share ideas and information
      Info
      People
      Designers
      Experts
      Lead users
      Developers
      Background
      Objectives
      Constraints
      Opportunities
      Tools
      Spaces
      Design tools
      Collaboration techniques
      Communication tools
      Repositories for reuse
      Legal framework
      Design studio
      Hack-a-thon warehouse
      Public online platform
      Process
      Co-design + hack-a-thon
      People involved at different stages
      Competition
    • 42. Reflecting on the projects
    • 43. Elements of open collaboration
      Contribute
      Connect
      Core
      Collaborate
      Create
      Charles Leadbeater, We-Think (2008)
    • 44. Reflecting on the process
      explore
      Co-design
      Close the loop between Explore and Design
      Build on the projects
      Neither project managed to inform product decisions in Vodafone
      design
      experience
      Hack-a-thon
      Move from Design to Build
      build
    • 45. How to go beyond co-design
    • 46. Mindset
      Info
      People
      Tools
      Spaces
      Process
    • 47. Info
      Information gives focus
      If you want your participants to be like a design team, give them all the information a design team would need!
    • 48. Pick tools and spaces that
      facilitate creativity
      Spaces
      Tools
      Provide visual design / sketch support
      Provide access to sources of data (API) if you want people to create something tangible
    • 49. Pick tools and spaces that
      facilitate collaboration
      Spaces
      Tools
      Hack-a-thons
      Design studios
      Retrospectives, dot democracy and other collaboration tools
    • 50. People
      Engage the right people
      Who?
      Why?
      When?
      Give strong incentives - ideally intrinsic motivation
    • 51. Adapt the process
      Process
      Keep it flexible
      Reflect
      Experiment
    • 52. Mindset
      Practice the mindset
      Collaborate
      Be less protective about your ideas
      Step back and facilitate
    • 53. Mindset
      Self-organisation
      Collaborative decision-making
      Passion for the topic
      Share ideas and information
      Info
      People
      Designers
      Experts
      Lead users
      Stakeholders
      Developers
      Background
      Objectives
      Constraints
      Opportunities
      Tools
      Spaces
      Design tools
      Collaboration techniques
      Communication tools
      Repositories for reuse
      Legal framework
      Design studio
      Hack-a-thon warehouse
      Public online platform
      Private online platform
      Process
      Co-design + hack-a-thon
      People involved at different stages
      Competition
      Sprints
      Timeboxing
      Clear tasks
      Retrospectives
    • 54. Challenges
      ‘Risk’ of openness
      Ownership of ideas
      Continuous engagement and motivation
      Tangible outcomes and new ideas
      Only relevant if you’re in-house?
    • 55. open
      collaboration
      co-design
      Awesome!
    • 56. Awesome!
      More and better ideas
      Tangible outcomes
      Perception of Vodafone
      Relationships
      Change internal perception of UX
      We’re hiring more UX agencies for strategy work!
    • 57. It was so much fun!
      Photo ofJohanna by Kevin McDonagh http://www.flickr.com/photos/appletv/3942194437/
    • 58. Thank you. Questions?
      @bobbywatson
      franco.papeschi@gmail.com
      @johannakoll
      kollmann.johanna@gmail.com
    • 59. Resources
      Hicks, Mark: Collaborate to Innovate? Getting Fresh Small Company Thinking into Big Company Innovation. Interactions, XVII.3 - May / June, 2010. http://interactions.acm.org/content/?p=1363Leadbetter, Charles: We-Think. Mass innovation, not mass production. Profile books, 2008. http://www.charlesleadbeater.net/orange-buttons/we-think.aspx
      More about ecomo: http://tinyurl.com/betavine-sustainability
      Thank you
      MicroFutures team: Mark Hicks, Dug Falby
      Ecomo 09 team: Tory Dunn
      Heather Moore, Dan Appelquist, Steve Wolak, Tracey Lee-Joe, Richard Child, Bryce Ashdown, Phill Julian, Josh Ulm, FJ van Wingerde, Russell Sese
      Sense Networks, Seren, BASH Studio, Sprung Studios
      All our collaborators and hackers!
      London IA community, Matthew Solle and the Vodafone UE team for valuable feedback on our dry-runs.
    • 60. Beyond co-design
      How open collaboration formats can enhance your design process