Co-Creation & UX - Engage & Create

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM 1
Patrizia Bertini
Lead Experience Consultant
Twitter: @legoviews
Web: Legoviews.com
Email: patrizia.bertini@wipro.com
Co-Creation & UX: Engage & Create

All aspects of the end-user’s interaction with
the company, its services, and its products.
The first requirement for an exemplary user
experience is to meet the exact needs of the
customer, without fuss or bother. Next comes
simplicity and elegance that produce products
that are a joy to own, a joy to use.
Donald Norman
Co-Creation & UX
What is UX?

Source: Dan Willis http://www.dswillis.com
UX Today
Co-Creation & UX

User research is about behavior:
what drives people, how they do
things, how and why they’re likely
to use your site.
Bowles & Box
[http://undercoverux.com]
User Research Today
Co-Creation & UX

There was a tacit divorce between organisations and customers/users
Organisations & Users
Co-Creation & UX

UX researcher: man in the middle
Co-Creation & UX

Source: http://www.match.ac.uk/case_6.php
There are multiple methods for gaining insight into user needs and behaviours from real end users.
Where are people?
Co-Creation & UX

Most innovation fail because it
is so hard to get inside the
heads of potential customers,
to know whether they will really
take up what seems a
promising product.
C. Leadbeater, 2008
What’s the problem?
Co-Creation & UX

People are more complicated than a list of
needs […]
None needs an iPhone. […]
Mining for knowledge […] involves an
understanding of what people find
meaningful.
Nussbaum 2013
It’s the end of Needs as we know them…
Co-Creation & UX

—The meaning of value and the
process of value creation are
shifting from a product- and firm-
centric view to personalised
consumer experiences. […].
—The interaction between the firm
and the consumer is becoming the
focus of value creation.
Prahalad & Ramaswamy 2004
Welcome values!
Co-Creation & UX

As value shifts to experiences, the
market is becoming a forum for
conversation and interactions.
Prahalad & Ramaswamy 2004
The Value is the experience
Co-Creation & UX

Networked markets are beginning to
self-organize faster than the
companies that have traditionally
served them. Thanks to the web,
markets are becoming better
informed, smarter, and more
demanding of qualities missing from
most business organizations.
Cluetrain Manifesto, 1999
Where did it begin?
Co-Creation & UX

Ivan Illich
Tools for conviviality 1973
Convivial institutions work through
conversation rather than instruction,
through co-creation between users
and producers, learners and
teachers, rather than delivery from
professionals to clients.
C. Leadbeater 2008
It has begun 40 years ago…
Co-Creation & UX

Research can help to understand the
here and now, if we wish to get
closer to customer’s likely future
behaviour we need more
participative process.
Ind & Al. 2013
Research
Co-Creation & UX

The idea of co-creation is to unleash
the creative energy of many people,
such that it transforms both their
individual experience and the
economics of the organization that
enabled it.
Francis 2010
What is Co-creation?
Co-Creation & UX

Psychologist tend to see creativity as
a mental process (but) creativity is as
much a cultural and social as it is a
psychological event.
M. Csikszentmihalyi
Creativity
Co-Creation & UX

…A social, collaborative,and
creativeprocessto generate
innovation and value, through the
dialogueand participationof all
actors to construct new win/win opportunities and
experiences
Co-creation is…
Co-Creation & UX

The Co-creative experience
Co-Creation & UX

By J. Winsor
Source:
http://www.johnwinsor.com
Co-Creating innovation
Co-Creation & UX

1. Social need: Problem definition and
problem owners
2. Research: User, context, technology
and partner research
3. Ideation
4. Co-Creation workshop
5. Collaborative making
6. Pilot test
7. Implementation and scaling-up
Source: Butterflyworks
The Co-creative process
Co-Creation & UX

Individuals and interactions over
processes and tools
Working software over comprehensive
documentation
Customer collaboration over contract
negotiation
Responding to change over following a
plan
Co-Creation is Agile
Co-Creation & UX

If consumers are required merely to
be either a lead tester of a product or
an adaptor of a suite of pre-selected
choices, it lacks a sense of real
creativity.
Ind & Al 2012
Engaging the Users
Co-Creation & UX

Co-creation workshops, that can be
single or iterative, save time to:
— the client
— the researchers
— the designers
All parts involved can collect better
insights and get to an
agreement quicker and more
efficiently.
Key Benefits: time
Co-Creation & UX

Less time to generate User requirement +
More insights generation =
____________________________________
Cost reduction
Meaningful & valuable products
Innovation
Key Benefits: costs
Co-Creation & UX

—Results: by involving all parts
involved in the new project in a
workshop, they can:
— share their views
— learn about mutual
expectation, desires and
values
— construct together the win/win
– the meaningful and valuable
experience
Key Benefits: results
Co-Creation & UX

Thank You!
You can also tweet questions @legoviews or email: patrizia.bertini@wipro.com

Co-Creation & UX - Engage & Create

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