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Using 
user research 
and co-creation
for disruptive innovation 
César Astudillo - Managing Partner
@cesarastudillo
1
Product
 Business
 Service
Interaction
 Environmental
 Brand-comm...
Europe’s largest strategic design firm
2
3
we
human-centered design
practicioners
4
communication design
product design
interaction design
service design
1996
2013
business design
5
Co-
Creation
User
Research

we’ve learnt to rely 

on two dependable tools
6
but are they up to the task
of radical innovation?
7
2007
2001

2015
?
Can user research and co-creation
still be useful in the future? 
I’d like to share some experiences
and intuitions on that subject
8
Generative
 evaluative
User research
before design
enquiry
after design
testing
design/construction
9
Evaluative research

is being used
less and less
10
But it’s always useful,
and it’s never late to
do some enquiry
introducing
generative
research 

in time of
evaluation
11
12
13
14
15
Generative research

is no longer seen 

as a silver bullet either
16
Twitter
Facebook
iPod
Violin
Carton wine

have been done
either without or against
user research
17
This feels so
crazy!

Who’d want to try blindfolded archery?

18
Generative research:

We must be

doing it wrong.

19
We have made a divide
between researchers
 and designers
20
We must work together
through demand definition, fieldwork, analysis, and interpretation
21
We started by letting designers
define information demands
for research.




We failed. They can’t.
22
Introducing the
Theory of Primary Generator
incomplete data >
subjective judgment
knowledge
values

> conjecture > analysis
23
Give an experienced designer
the incomplete problem definition

Let her come up with an

uninformed design

Let a researcher interview the

designer to extract
information demands
24
introducing
evaluative

research 

in time of
generation
25
26
27
28
Let a researcher and a designer

define information demands together
do some fieldwork together
codify and analyze data together
interpret results together
conceptualize solutions together

and things start to happen!
29
inquiring
about needs and 
expectations
inquiring
about
meaning
and 
potential
30
research

outcomes
that
describe
research
outcomes
that
problematize
31
detachment
as analytical
tool
obsession
as analytical

tool

and brand purpose
can be an excellent
source of obsessions!
32
sharing

results using

models
sharing

results using

dramas
33
34
35
36
37
by mixing its
generative and 
evaluative capacities


by joining the unique strengths
of researchers and designers


with the aim of conceiving futures
not expected but possible,
not desired by desirable




let’s turn
user research
into a
power tool 
38
on to...
39
co-design
participative design
interdisciplinary teams
design thinking
sticky notes on walls...
Co-creation
comes in
many flavors,
is known
under
many names
40
41
We embraced co-creation
in 2007
when we adopted
Basadur’s Simplexity
process
problem finding à facts à challenges
à ideas à selecting à planning à
acceptance à implementation
42
stimuli à facts à challenges à
synthesis à prototyping
After hundreds of
workshops, we work with a
flexible process

but in a typical workshop
we work like this:
43
44
45
46
47
48
stillborn
projects
jack-in-the-box
stakeholders
vampire
projects
...and it sure helps!
Myself, I lived co-creation 
as a relief from 

some of my worst 

design project pains...
49
triangulation
 shared vision
prioritization
There are three things that keep me 
in love with co-creation
50
There’s one thing at which
co-creation brings
mixed results

idea generation
51
And there’s one
extremely dangerous thing
about co-creation

mediocre consensus
meh
meh
52
Attitude towards co-creation

goes through three stages:
ritual
 oracle
 conversation
53
Co-creation can lead
to better and quicker
problem understanding
and organizational buy-in
54
Co-creation
enriches design
by informing 
and inspiring it 
55
Co-creation
is participatory but not democratic
Everybody must be listened,
but majority does not rule
56
Mere facilitation doesn’t cut it.
Co-creation needs creative leadership
(not that it can’t be

collective or rotating)
57
Creative leadership
in complex organizations
requires
a worthwhile purpose
an amazing superpower
a mobilizing discourse
58
two final
conclusions...
59
User research and co-creation
give us maps.
You can use a map to:
find the path of least resistance,
find the shortest path to a given destination,
set promising destinations,
plan worthwhile journeys...
60
Let’s take responsibility
for empowering and inspiring our customers and internal clients
be the best they can be.
let’s
act as coaches
Let’s not
act as bartenders
61
Thank you!
62
@cesarastudillo

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