Co-creation & Co-creativity
Innovating together with end-users
off-line and on-line
Liliane.Kuiper@TNO.nl
+31 651085354

Co-creation & Co-creativity
1 What are we talking about?
2 Co-creativity steps
(off-line)
3 Co-creation processes
(on-line)
2

What are we talking about?
off-line way of working / innovation process on-line
Open Innovation
Web 2.0
• use external / internal ideas Use of WWW technology to enhance:
face to face communication
•interactivity, creativity,
• internal /external paths information sharing,
to market connecting people,
and collaboration
Co-creation
Develop and improve products
Crowdsourcing
Open call to a generally large
and services together with: group of people or community
• Companies
• Employees
• Knowledge institutes
• Customers
• End users & Consumers User Generated content
"users" generate and share their own
content, using collaborative publishing
platforms like You Tube, rather than
consume production from the mass media.
3

What are we talking about?
off-line way of working / innovation process on-line
Open Innovation
Web 2.0
• use external / internal ideas Use of WWW technology to enhance:
face to face communication
•interactivity, creativity,
• internal /external paths information sharing,
to market connecting people,
and collaboration
Co-creation
Develop and improve products
Crowdsourcing
Open call to a generally large
and services together with: group of people or community
• Companies
• Employees
• Knowledge institutes
• Customers
• End users & Consumers User Generated content
"users" generate and share their own
content, using collaborative publishing
platforms like You Tube, rather than
consume production from the mass media.
4

Product development…
Improve existing Customize
Product Product
Create
New Product
5

Co-creation & Co-creativity
1 What are we talking about?
2 Co-creativity steps
(off-line)
3 Co-creation processes
(on-line)
6

Why develop products with end-users?
classical
• inconsistency between what users say in
response to surveys and their actual behaviour
users are unaware of needs and wishes
• do not possess sufficient innovative visions or
ideas
co-creation / co-design
• users are expert of their experiences
• experiences > needs > innovative visions
• co-creation offers methods and tools
From: Co-creation and the new landscapes of design
Elizabeth B.-N. Sanders & Pieter Jan Stappers
7

Co-creation steps
• Based on experience from TNO with face-to-face co-creation
projects:
create team idea creation shared concepts evaluate & select
8

Co-creation steps
• Who should be part of the team?
create team
• problem owners / lead users
• existing communities
• experts
• stakeholders (internal / external)
• designers
• Motivational aspects
• Create/analyze relationship
with the subject
• Create shared goal
9

Co-creation steps
idea creation • (assisted) Individual process
• Envisioning end result:
What “it” can do for you is more
important than what “it” looks like
• Sharing ideas & asking questions
• Sometimes:
self evaluation & refinement
• Role of designer
10

Co-creation steps
shared concepts • Translate raw material:
make it “look real”
• Create clusters based on similar
personal preferences:
describe fictional characters
(persona’s)
• Elaborate on solutions for
different characters
11

Co-creation steps
• Getting familiar with all
evaluate & select
concepts (persona’s)
• Game format to duplicate
evaluation method from
designers
• Give important role to
stakeholder
• Selection of most relevant
functionality
12

Co-creation & Co-creativity
1 What are we talking about?
2 Co-creativity steps
(off-line)
3 Co-creation processes
(on-line)
13

Co-creation in product development
• Involve end-users actively through all
stages of product development
Market Idea Concept Product
Testing Launch
exploration generation development creation
• end-users become (virtual) part of
multi-disciplinary development team:
end users/customers/lead users,
commercial stakeholders, designers,
technology developers, researchers
14

Product development process
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
Idea
concept
Users
functionality
interaction
Technology Context visual
Starting points Creative solutions Creative Pool of
for innovation Implementations test customers
15

Online examples
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
Users
• open up your strategy to your partners
Technology Context • create a process for open feedback from users
• offer a channel for the enthusiasm of your happy
customers
Starting points
for innovation
16

Online examples & missed opportunities
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
Users
Redesign VW California kitchen
Technology Context Ontwerp C;
Hier is de opbouw korter om binnen de HCPU laadbak te blijven en
is gekozen voor een (in de Camper wereld minder gebruikelijke)
achterdeur.
+ Achterdeur komt uit op de laadklep, welke als opstap / bordes
bruikbaar is,
+ Weinig overbouw (staartlastigheid),
+ goede gewichts verdeling Links (treinzit) en Rechts
(keuken)mogelijk,
+ mogelijkheid om "later" alsnog een doorgang naar de cabine te
creëeren (wetten wijzigen tenslotte wel eens !!)
Starting points - Helaas wel het ontwerp met de minste (2,00 x 1,90 m) binnen
ruimte.
for innovation (Door in het definitieve ontwerp alsnog de koelkast in een uitbouw
te plaatsen, leverde dit 20 cm "extra" ruimte op, waardoor er
ondermeer een éénpersoonsbed op de treinzit gerealiseerd kon
worden)
17

Online examples
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
Idea • send out assignments for the crowds
concept • mainly individual ideas…
functionality • …not necessarily from potential users
interaction • little interaction between company and
visual
crowd
• limited iterations (company takes over)
• limited selection tools (voting)
Creative solutions
18

Online examples
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
• offer basic building tools
• mainly software development
• make products available for others
Creative
Implementations
19

Online examples
Direction Design Production Evaluate
Market Idea Concept Product
Testing Launch
exploration generation development creation
• test products within online
communities
• create pool of friendly customers
for beta testing
• Ongoing monitoring of customer
responses to new features online
Pool of
test customers
20

Future development of co-creation
• More iterations between on-line and off-line co-creation
• Co-creation will become more of a continuous process embedded within
the company product development processes,
not just of a one time periodic activity
• Online tools will have more elaborate options:
• stimulating creativity process - for less design oriented end-users
• sharing and merging ideas to combined concepts (beyond
comments)
• selecting concepts (beyond voting)
• Co-creation can also play a more important role in other company
processes: customer care, marketing
21

Questions ?
• Liliane.Kuiper@TNO.nl
22