PhD Thesis - Avatar-Based Innovation


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  • Welcome to my presentation and I really appreciate the opportunity to present my research in front of such an expert audience. My name is thomas kohler and I am currently a phd candidate at the university of innsbruck in Austria. Part of my research fits well into the context of this conference theme, part of it only indirectly, but I will try to focus on that part. What I would like to discuss with you today is the question of how companies have to design their virtual world sites in order to create a compelling experience for their users. There are a number of media characteristics that, I believe play a crucial for understanding the factors that constitue a compelling experience. Before diving in to these factors and sharing the results of the conducted research, I will give you some brief background information about my research topic in order to understand the research context.
  • PhD Thesis - Avatar-Based Innovation

    1. Avatar-Based Innovation Creating a Compelling Experience Thomas Kohler University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
    2. <ul><li>Background and </li></ul><ul><li>Problem Definition </li></ul>1 2 3 4
    3. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
    4. <ul><li>Avatar </li></ul><ul><li>Virtual representation </li></ul><ul><li>Appearance </li></ul><ul><li>- Looks </li></ul><ul><li>Clothing </li></ul><ul><li>Accessoires </li></ul>
    5. Research Topic Virtual Worlds + Open Innovation = Avatar-Based Innovation
    6. Open Innovation <ul><li>From Closed to Open Innovation </li></ul><ul><li>Chesbrough </li></ul><ul><li>Customer-Active-Paradigm </li></ul><ul><li>von Hippel </li></ul><ul><li>Virtual Customer Integration </li></ul><ul><li>Reichwald/Piller </li></ul>
    7. Opportunities Avatar Based Innovation <ul><li>Integrating Open Innovation </li></ul><ul><li>Real-time </li></ul><ul><li>Media Richness </li></ul><ul><li>Interactive collaboration </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>User-Generated Content </li></ul><ul><li>Native creativity </li></ul><ul><li>Playful environment </li></ul><ul><li>Freedom to experiment </li></ul>
    8. Dissolving Boundaries They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006) „ “
    9. Pathfinding Companies Alcatel innovation competiton Steelcase chair designs Philips co-creation design Aloft testing the virtual hotel
    10. The Problem < Participation
    11. <ul><li>Research Question and Research Design </li></ul>1 2 3 4
    13. COMP CO-INNO EXPER ELLING VATION IENCE Virtual Worlds Open Innovation
    14. Literature Study - Theoretical insights Flow, Optimal experience Intrinsic motivation Creativity Gaming Web design
    15. Research Design context process users Expert Interviews Compelling co-innovation process Participant Interviews and Observation Compelling co-innovation in virtual worlds Focus Groups Compelling virtual world place 
    16. Focus Groups <ul><li>Identifying core elements of a compelling SL place </li></ul><ul><li>+ Role of interactivity </li></ul><ul><li>Experienced Second Life residents </li></ul>
    17. Expert Interviews <ul><li>Antecedents and Consequences of a compelling co- </li></ul><ul><li>innovation process </li></ul><ul><li>Academics from the field of Open Innovation </li></ul><ul><li>Confrontation with focus group results </li></ul><ul><li>Key Questions </li></ul><ul><li>- Meeting user motivations </li></ul><ul><li>- Designing innovation tasks </li></ul><ul><li>- Increasing interactivity </li></ul>
    18. Practical Project <ul><li>Using virtual worlds for real world innovation </li></ul><ul><li>Harnessing the power of avatar-based innovation </li></ul><ul><li>Receiving creative input during the stage of ideation </li></ul><ul><li>User-driven idea generation and evaluation </li></ul><ul><li>Capturing customer requirements </li></ul><ul><li>Understanding customers‘ unmet needs </li></ul><ul><li>Creating a compelling co-innovation experience </li></ul><ul><li>Motivating and engaging avatars </li></ul><ul><li>Playful, social, and usable interaction </li></ul>
    19. Approach <ul><li>Idea Submission box vs. Compelling Co-Innovation Process </li></ul>
    20. Philips Design Sustainable living in the year 2020
    21. KTM Motorbike experience of the future
    22. <ul><li>Preliminary Results and Contributions </li></ul>1 2 3 4
    23. Results Usability Challenge Connectivity Desirability Usefulness Interactivity Recognition
    24. Contributions <ul><li>New approach to interactive new product development </li></ul><ul><li>Insights into development of co-innovation platforms </li></ul><ul><li>Understanding factors of an engaging virtual world inititative </li></ul>
    25. Publications <ul><li>Füller J./Kohler T./Matzler K./Stieger D.: Online-Games als neue Form </li></ul><ul><li>der Marktforschung, in: Harvard Business Manager (forthcoming) </li></ul><ul><li>Kohler T. /Matzler K./Füller J.: Avatar-Based Innovation: Using Virtual </li></ul><ul><li>Worlds for Real World Innovation, paper to be presented at the 15th </li></ul><ul><li>International Product Development Management Conference, Hamburg, </li></ul><ul><li>Germany – June 29 – July 1, 2008 </li></ul><ul><li>Kohler T./Füller J./Matzler K.: Preconditions of Avatar-Based </li></ul><ul><li>Innovation: Creating a Compelling Experience, paper presented at the </li></ul><ul><li>conference: When Media Environments Become Real, Bern, </li></ul><ul><li>Switzerland, February 4-6, 2008 </li></ul><ul><li>Grohsmann M./Kohler T./Leitner A./Luedicke M.K.: Der ui2campus – die </li></ul><ul><li>Universität Innsbruck in Second Life, paper to be presented at </li></ul><ul><li>Educational Innovation and Web Technologies, Salzburg, Austria, June </li></ul><ul><li>2-3, 2008 </li></ul>
    26. <ul><li>Open Questions </li></ul>1 2 3 4
    27. Participant interviews and observation <ul><li>Goals </li></ul><ul><li>Generate insights on users‘ co-innovation experience </li></ul><ul><li>Understanding elements of a compelling co-innovation experience </li></ul><ul><li>Approach </li></ul><ul><li>- Following participants along the process and let them epress their </li></ul><ul><li>experiences; or </li></ul><ul><li>- Semi-structured interview at the end of the process </li></ul><ul><li>Observation </li></ul><ul><li>Hard Facts (eg. total visitors, time spent, returning </li></ul><ul><li>visitors, heat map, number of idea submissions, </li></ul><ul><li>number of votings and coments) </li></ul>
    28. Discussion