Conferencia Elizabeth Sanders

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Conferencia Elizabeth Sanders

  1. 1. COLLECTIVE CREATIVITY AND INNOVATION Liz SandersNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  2. 2. OverviewWhere are we now?Exploring experience in the front endParticipatory prototypingTypes of value in co-creationCo-creation in the design processWhere are we going?NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  3. 3. Where are we now?NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  4. 4. Where are we now? Fuzzy front end Gap Traditional design development processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  5. 5. Where are we now? Fuzzy front end Gap Traditional design development processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  6. 6. Exploring experience in the front endThree principles for co-creation• All people are creative.• All people have dreams.• People will fill in and project their dreams and fears onto ambiguous stimuli.NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  7. 7. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  8. 8. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  9. 9. Participatory prototyping in the front end Make 2-D collages using visual and verbal triggers on backgrounds with timelines, circles, etc. 2-D mappings using visual and verbal components on patterned backgrounds 3-D mock-ups using foam, clay, Legos or Velcro- modeling Low-tech prototypes Provotypes and design artifacts from the future 3-D space models (small scale) such as the doll house toolkitNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  10. 10. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  11. 11. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  12. 12. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  13. 13. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  14. 14. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  15. 15. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  16. 16. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  17. 17. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  18. 18. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  19. 19. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  20. 20. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  21. 21. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  22. 22. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  23. 23. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  24. 24. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  25. 25. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  26. 26. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  27. 27. Participatory prototyping in the front end Gus Colvin, The University of Dundee, Dundee, ScotlandNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  28. 28. Participatory prototyping in the front end Tell Stories and storyboarding through writing, drawing, blogs, wikis, photos, video, etc. Diaries and daily logs through writing, drawing, blogs, photos, video, etc. Self observation through photos, video, blogs, writing, drawing, etc. Documentaries and movie-making Experience timelines or maps Paper spaces to collect, organize, categorize, reframe, chart and/or make decisions about ideas or concepts. Cards to organize, categorize and prioritize ideas Voting dots to prioritize ideas.NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  29. 29. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  30. 30. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  31. 31. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  32. 32. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  33. 33. Participatory prototyping in the front endPostSecret confessionsAn anonymous postcard activity inwhich people draw, write or otherwiserecord a secret about the topic at hand.This works especially well with topics of asensitive nature that participants mightnot otherwise be willing to admit.NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  34. 34. Participatory prototyping in the front end Enact Props and black boxes 3-D space models (full scale) Scenario-making in the space models or through sandplay Participatory envisioning and enactment by setting users in future situations Improvisation Acting out, skits and play acting Role playing with actors, pretenders, puppets, dolls, etc. Bodystorming and informative performanceNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  35. 35. Participatory prototyping in the front endThe picture is from Herlev on a cold day full of enthusiasm from participating citizens, a retail shop, the caretaker, the municipality, and designersfrom 1508, 3PART and DKDS. See the video of the enacted future scenario at www.1.affaldshistorier.dk!NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  36. 36. Participatory prototyping in the front endWesterlund, B. (2009) Design Space Exploration: Co-operative Creation of Proposals for Desired Interactions with Future Artefacts.Ph.D. Thesis, Human-Computer Interaction, Stockholm: KTH.NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  37. 37. Participatory prototyping in the front endNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  38. 38. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  39. 39. Emily Strouse, Cory Daughton, Mohini Dutt, Bob Cervas and Shay Merritte | Design 797 | The Ohio State University 4 June, 2010NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  40. 40. Three types of value in co-creationToday we can see• co-creation within communities• co-creation inside companies and organizations• co-creation between companies and their business partners• co-creation between companies and the people they serveNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  41. 41. Three types of value in co-creationProduction Business Customers Marketplace results Short-termConsumption Commercial Consumers Business advancementMaximization of Economicshareholder wealth Products that sellPositive experiences Experience-driven End-users Products and services Long-term that people need andPersonalization Service orientation Empowered want From life stage to consumers lifetimeCustomizationImproved quality of Human-centered Partners Transformation Very long-termlife Ecological Participants Ownership Over manySustainability generations Owners HappinessNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  42. 42. Three types of value in co-creationProduction Business Customers Marketplace results Short-termConsumption Commercial Consumers Business advancementMaximization of Economicshareholder wealth Products that sellPositive experiences Experience-driven End-users Products and services Long-term that people need andPersonalization Service orientation Empowered want From life stage to consumers lifetimeCustomizationImproved quality of Human-centered Partners Transformation Very long-termlife Ecological Participants Ownership Over manySustainability generations Owners HappinessNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  43. 43. Three types of value in co-creationProduction Business Customers Marketplace results Short-termConsumption Commercial Consumers Business advancementMaximization of Economicshareholder wealth Products that sellPositive experiences Experience-driven End-users Products and services Long-term that people need andPersonalization Service orientation Empowered want From life stage to consumers lifetimeCustomizationImproved quality of Human-centered Partners Transformation Very long-termlife Ecological Participants Ownership Over manySustainability generations Owners HappinessNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  44. 44. Three types of value in co-creationProduction Business Customers Marketplace results Short-termConsumption Commercial Consumers Business advancementMaximization of Economicshareholder wealth Products that sellPositive experiences Experience-driven End-users Products and services Long-term that people need andPersonalization Service orientation Empowered want From life stage to consumers lifetimeCustomizationImproved quality of Human-centered Partners Transformation Very long-termlife Ecological Participants Ownership Over manySustainability generations Owners HappinessNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  45. 45. Three types of value in co-creationProduction Business Customers Marketplace results Short-termConsumption Commercial Consumers Business advancementMaximization of Economicshareholder wealth Products that sellPositive experiences Experience-driven End-users Products and services Long-term that people need andPersonalization Service orientation Empowered want From life stage to consumers lifetimeCustomizationImproved quality of Human-centered Partners Transformation Very long-termlife Ecological Participants Ownership Over manySustainability generations Owners HappinessNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  46. 46. Co-creation in the design processPRE-DESIGN DISCOVER DESIGN MARKET+SELL AFTER SALES NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  47. 47. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  48. 48. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  49. 49. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  50. 50. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  51. 51. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  52. 52. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  53. 53. The co-creation of value in the design processNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  54. 54. OverviewWhere are we now?Exploring experience in the front endParticipatory prototypingTypes of value in co-creationCo-creation in the design processWhere are we going?NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  55. 55. Where are we going?DESIGN LED INNOVATION?NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  56. 56. Where are we going?CO-DESIGN LED INNOVATIONNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS
  57. 57. THANK YOUNOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

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