Living Labs                   esteve almirall        esteve.almirall@esade.edu
“Innovation isn’t whatinnovators do. It’swhat customers adopt”!”        Michael Schrage, MIT
<1>What?
Living Labs =co-creation with users early on in         the development    in real-life environments
teleictus
Teleictus (2007 – 2009)implementation of a system for remotely diagnosingand treating ictus (brain stroke).Pre-Commercial ...
<2>Living Labs as   Open Innovation   Intermediaries
Open Innovation
?who invented the mountain bike
Sources of New Ideas and Innovation           External                                                      Internal      ...
Open Innovation
Living Labs as anOpen Innovation Intermediarythat aims to provide structure andgovernance to user involvement
<3>Why users ?
R & D ?
high level                                     mid level   products and services                                          ...
1. Science is global.    a) Ideas.    b) People.    c) Technologies.2. Diffusion fostered by   “publish or perish”.3.  Muc...
Kleiner Perkins Portfolio (81 companies)49 (60%) develop mid-level goods and services for    use by other business.    23 ...
User Contributions   1.  Living Labs observe user-lead practice in       diffuse social contexts.   2.  Living Labs identi...
<4>Why real-life   environments ?
In a complex, multi-stakeholder   environment is not about finding the right answers, is    about finding the right       ...
Product evolution or Interpretation of meaning    1.  Living Labs perform context-based experimentation        in order to...
<5> Innovation as a   societal process   where adoption   plays an important   role
how did   ?we gethere
Who is going to buy an overpriced($400 in 2001), low capacity (5GB),cheap plastic look, proprietary,with a 2” monochrome s...
World’s spending in electronics by country -2007                     New York Times – Sept 4, 2008                      (d...
2001   2007   2009
1)  Sophisticated users.2)  Eager to try new & pretty    imperfect things.3)  Adopt them & integrate    them in their dail...
<6>Mapping Living   Labs
Lead UsersHuman FactorsErgonomicsUsability TestingOpen SourceParticipatory DesignDesign Driven InnovationDesign ThinkingAp...
users as co-creatorslab like                                real lifesettings                                environments ...
users as co-creators       lab like                                real life       settings                               ...
users co-create                Lego Mindstroms   Highly involvedUser driven                                  knowledgePart...
Lab-like settings                 Real life environments  understanding                    surfacing   preferences        ...
Living labs      {         Validate fit         Discover new uses/meaning         Codify – context specific               ...
Living labs                Exploration            Knowledge Capture  Fit+ experiment !   ü  Technological   ü  Social (n...
esteve	  almirall	  esteve.almirall@esade.edu	  
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
Mapping Living Labs Esteve Almirall
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Mapping Living Labs Esteve Almirall

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3rd ENoLL Living Lab Summer School

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Mapping Living Labs Esteve Almirall

  1. 1. Living Labs esteve almirall esteve.almirall@esade.edu
  2. 2. “Innovation isn’t whatinnovators do. It’swhat customers adopt”!” Michael Schrage, MIT
  3. 3. <1>What?
  4. 4. Living Labs =co-creation with users early on in the development in real-life environments
  5. 5. teleictus
  6. 6. Teleictus (2007 – 2009)implementation of a system for remotely diagnosingand treating ictus (brain stroke).Pre-Commercial Gap −  Inexistence of a complete solution. −  Availability of High Speed infrastructure.The Role of Users −  Existence of a “Champion”. −  Co-creation of the service. −  Co-creation of parts of the solution.The Role of the Living Labs organization −  Creation of an “innovation arena”. −  Selection, Formation & Coordination −  Fostering co-creation.
  7. 7. <2>Living Labs as Open Innovation Intermediaries
  8. 8. Open Innovation
  9. 9. ?who invented the mountain bike
  10. 10. Sources of New Ideas and Innovation External Internal Business partners Employees (general population) Customers Sales or service units Consultants R&D (internal) Competitors Other Associations, trade groups, Think tanks conference boards Internet, blogs, Academia bulletin boards45% 35 25 15 15 25 35 45% IBM  Global  Benchmarking  Program    |    IBM  2006    |  
  11. 11. Open Innovation
  12. 12. Living Labs as anOpen Innovation Intermediarythat aims to provide structure andgovernance to user involvement
  13. 13. <3>Why users ?
  14. 14. R & D ?
  15. 15. high level mid level products and services ground level high levelknow how mid level ground level
  16. 16. 1. Science is global. a) Ideas. b) People. c) Technologies.2. Diffusion fostered by “publish or perish”.3.  Much of it is PUBLIC.
  17. 17. Kleiner Perkins Portfolio (81 companies)49 (60%) develop mid-level goods and services for use by other business. 23 developing enterprise software 6 instruments used in hospitals 20 IT equipment19 Ground level consumer goods and services 3 network / community companies 2 e-commerce 2 providers of information (mobile) 1 distributor of movies over the Internet 1 photoneumatic therapy 1 financial services 1 restaurant guide (Zagat) 4 developing treatments13 high level products and services 6 alternative energy companies 1 fuel cells 1 portable electronic devices 1 codecs 4 semiconductor industry 1 bio-technology
  18. 18. User Contributions 1.  Living Labs observe user-lead practice in diffuse social contexts. 2.  Living Labs identify and codify tacit and practice based knowledge. 3.  Living Labs diffuse tacit and practice based knowledge into ad-hoc innovation networks. 4.  Living Labs operate at mid-low level innovation strata.
  19. 19. <4>Why real-life environments ?
  20. 20. In a complex, multi-stakeholder environment is not about finding the right answers, is about finding the right questions
  21. 21. Product evolution or Interpretation of meaning 1.  Living Labs perform context-based experimentation in order to generate local modifications within existing socially negotiated meanings. 2.  Living Labs perform context-based experimentation in order to generate new socially negotiated meanings for products and services.
  22. 22. <5> Innovation as a societal process where adoption plays an important role
  23. 23. how did ?we gethere
  24. 24. Who is going to buy an overpriced($400 in 2001), low capacity (5GB),cheap plastic look, proprietary,with a 2” monochrome screen, musicplayer with no usb (firewire only)support, no windows support, noreplaceable battery that onlylasts 10h.?
  25. 25. World’s spending in electronics by country -2007 New York Times – Sept 4, 2008 (data source Euromonitor Intl.)
  26. 26. 2001 2007 2009
  27. 27. 1)  Sophisticated users.2)  Eager to try new & pretty imperfect things.3)  Adopt them & integrate them in their daily lives.4)  Changing lifestyles and providing meanings.
  28. 28. <6>Mapping Living Labs
  29. 29. Lead UsersHuman FactorsErgonomicsUsability TestingOpen SourceParticipatory DesignDesign Driven InnovationDesign ThinkingApplied EthnographyLiving Labs
  30. 30. users as co-creatorslab like real lifesettings environments users as subjects of study
  31. 31. users as co-creators lab like real life settings environmentsuser drivenparticipatorydesign drivenuser centered users as subjects of study
  32. 32. users co-create Lego Mindstroms Highly involvedUser driven knowledgeParticipatory need for user involvement inCollaborative capturing knowledge from usersUser centered Google on-line experimentsTraditional No involvement information users passive subjects
  33. 33. Lab-like settings Real life environments understanding surfacing preferences needs and tacit knowledge type of knowledge
  34. 34. Living labs { Validate fit Discover new uses/meaning Codify – context specific - preferences Exploration Knowledge Capture { surfacing needs/preferences domain specific Tacit knowledge
  35. 35. Living labs Exploration Knowledge Capture Fit+ experiment ! ü  Technological ü  Social (needs, interface, preferences, meaning) ü  Economic (Business Model, Sustainability)
  36. 36. esteve  almirall  esteve.almirall@esade.edu  
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