Co-creation & User Experience

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There has been a divorce between users and organisations and today's UX practice risks to miss some key points. We are not designing anymore for needs, but for values and meanings which can only be revealed through participative activities where users, designers and stakeholders have the opportunity to collaboratively construct and shape innovation.
Co-creation can be extremely beneficial to UX as can complete its approach by giving vision, engaging users in conversations - because "markets are conversations".

Presented on July 15th at LadiesThatUX - London

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Co-creation & User Experience

  1. 1. Co-creation & UX 15th July 2014 1 London | Norwich | Singapore Co-Creation & UX Engage & create 15th July 2014 Patrizia Bertini – Experience designer Twitter: @Legoviews London | Norwich | Singapore
  2. 2. Co-creation & UX 15th July 2014 2 UX research 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
  3. 3. Co-creation & UX 15th July 2014 3 Organisations & Users Co-Creation & UX There was a tacit divorce between organisations and customers/users
  4. 4. Co-creation & UX 15th July 2014 4 UX researcher: men in the middle Co-Creation & UX
  5. 5. Co-creation & UX 15th July 2014 5 Work with people, not against them Co-Creation & UX
  6. 6. Co-creation & UX 15th July 2014 6 Where’s people? Source: http://www.match.ac.uk/case_6.php Co-Creation & UX There are multiple methods for gaining insight into user needs and behaviours from real end users. Are people engaged? Are people engaged?
  7. 7. Co-creation & UX 15th July 2014 7 Engaging users, not using them 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 Co-Creation & UX
  8. 8. Co-creation & UX 15th July 2014 8 Understand the future through participation 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. 2012 Co-Creation & UX
  9. 9. Co-creation & UX 15th July 2014 9 It’s the end of needs as we know them… 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 Co-Creation & UX
  10. 10. Co-creation & UX 15th July 2014 10 …Welcome values! As value shifts to experiences, the market is becoming a forum for conversation and interactions. Prahalad & Ramaswamy 2004 Co-Creation & UX
  11. 11. Co-creation & UX 15th July 2014 11 Where did this begin? 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 Co-Creation & UX
  12. 12. Co-creation & UX 15th July 2014 12 Actually… It began 40 years ago! Ivan Illich Tools for conviviality 1973 Co-Creation & UX 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. Leadbeater 2008
  13. 13. Co-creation & UX 15th July 2014 13 Co - = from the Latin cum (together) Creation = the act of coming into being, producing, making Picture Source: medspark.m
  14. 14. Co-creation & UX 15th July 2014 14 What is co-creation? 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 Co-Creation & UX
  15. 15. Co-creation & UX 15th July 2014 15 Users are creative! 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 Co-Creation & UX What’s the most creative period you can think of? What’s the most creative period you can think of?
  16. 16. Co-creation & UX 15th July 2014 16 Co-creation is… …A social, collaborative, and creative process to generate innovation and value, through the dialogue and participation of all actors to construct new win-win opportunities and experiences Co-Creation & UX
  17. 17. Co-creation & UX 15th July 2014 17 Co-creation: the experience Co-Creation & UX Co-creation is about creating WITH the brand, not FOR the brand! Co-creation is about creating WITH the brand, not FOR the brand!
  18. 18. Co-creation & UX 15th July 2014 18 Key benefits: time! 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. Co-Creation & UX
  19. 19. Co-creation & UX 15th July 2014 19 Key benefits: costs Less time to generate User requirement + More insights generation = __________________________________ __ Cost reduction Meaningful & valuable products Innovation Co-Creation & UX
  20. 20. Co-creation & UX 15th July 2014 20 Key benefits: 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 Co-Creation & UX
  21. 21. Co-creation & UX 15th July 2014 21 …So, have you ever used co-creation in UX? Patrizia Bertini Twitter: @Legoviews Co-Creation & UX

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