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Co-Creation & Co-Creativity - innovating together with end-users on-line and off-line

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TNO has a lot of experience with off-line co-creation. On-line co-creation seems to offer benefits for the cocreation process, especially if it is integrated in the companies overall product development process. Current on-line tools also have some drawbacks, but these are quickly being improved in th new generation on-line co-creations platforms.

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Co-Creation & Co-Creativity - innovating together with end-users on-line and off-line

  1. 1. Co-creation & Co-creativity Innovating together with end-users off-line and on-line Liliane.Kuiper@TNO.nl +31 651085354
  2. 2. Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 2
  3. 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. 3
  4. 4. 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
  5. 5. Product development… Improve existing Customize Product Product Create New Product 5
  6. 6. Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 6
  7. 7. 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
  8. 8. Co-creation steps • Based on experience from TNO with face-to-face co-creation projects: create team idea creation shared concepts evaluate & select 8
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Co-creation & Co-creativity 1 What are we talking about? 2 Co-creativity steps (off-line) 3 Co-creation processes (on-line) 13
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Questions ? • Liliane.Kuiper@TNO.nl 22

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