Presentation at ENTER 2011 conference in Innsbruck, Austria by Thomas Kohler on our research on using virtual worlds for co-creation of e-services.

1. Thomas
Kohlera,
Robin
Teiglandb,
Elia
Giovacchinib
tkohler@hpu.edu
a
Hawaii
Pacific
University,
b
Stockholm
School
of
Economics
Enabling
co-­‐crea.on
of
e-­‐
services
through
virtual
worlds

2. TECHNOLOGY
TRIGGER
PEAK OF
INFALTED
EXPECTATIONS
TROUGH OF
DISILLUSIONMENT
SLOPE OF
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
EXPECTATIONS
TIME
MAY 1, 2006
July 24, 2007
Jan 28, 2010
SOURCE: GARTNER
Is
Second
Life
sGll
alive?

3. 3
Minds are like parachutes –
they only function when open.
Thomas R. Dewar
IMAGE SOURCE: tanja.guettersberger

4. 4
Innovation processes are like parachutes –
they only function when open.
IMAGE SOURCE: hey mr glen

5. Structure
Co-­‐creaGon
in
virtual
worlds
Research
project
Preliminary
findings
and
open
quesGons
1
3
2
Work in
progress

6. CO-­‐CREATION
IN
VIRTUAL
WORLDS
1

7. 7
Understanding
customer needs
Developing products
that meet those needs
+=
Successful
innovation

8. 8
IMAGE SOURCE: EKLUND 2009

9. Armed with new connective tools, consumers want to interact
and co-create value...
Prahalad and Ramaswamy, 2003
„“

10. Virtual Worlds
Computer-generated physical space
Represented graphically in three dimensions
Experienced by many people at once

11. Avatar
Virtual representation
Appearance
- Looks
- Clothing
- Accessoires

12. Technological
advances
Technological
advances
 Real-­‐Gme
 Media
Richness
 InteracGve
collaboraGon
“When you are at Amazon.com you are actually there with 10.000 concurrent
other people, but you cannot see them or talk to them. At Second Life,
everything you experience is inherently experienced with others.” (P. Rosedale)

13. “They could use their virtual-world sensibility
to design products with real-world potential
(Hemp, 2006)
„
User-­‐generated
content
 NaGve
creaGvity
 Playful
environment
 Freedom
to
experiment

14. Need identification and
idea generation
Concept and design Test and launch
Philips Ideation Quest

15. Steelcase Chair Designs
Need identification and
idea generation
Concept and design Test and launch

16. KTM Ideation Quest
Need identification and
idea generation
Concept and design Test and launch

17. RESEARCH
PROJECT
1

18. 18

19. 19

20. 20
RunAlong
Swedish web startup
Web community for female runners
Goal: Enable knowledge exchange from disperse
locations about local markets
Travel for Change
Non-profit project
Volunteer travel platform
Goal: Co-Design of Service Experience

21. 21

22. 22
Social worker
Communitydeveloper
Web designer
Frequent couch surfer

23. 23

24. 24
Become aware
Get critical
Get creative
Get inspired

25. Research
Method

26. FINDINGS
AND
OPEN
QUESTIONS
3

27. PRAGMATIC SOCIABILITY
USABILITY HEDONIC
VIRTUAL
CUSTOMER
ENVIRONMENTS
Nambisan and Nambisan 2008
Findings

28. Provide clear navigation structure
Provide individual support
USABILITY
PRAGMATIC
Design to inspire
Create immersive environments
HEDONIC
Provide challenging tasks
Nurture playfulness
SOCIABILITY
Encourage collaboration
Engage in conversations

29. Recrui.ng
Collaborate
with
influencers

30. 30
How does users’ representation as avatars
influence their contribution to the co-
creation workshop?
What is the real value of virtual co-
creation?
A
B
Open questions

31. Conclusion
New opportunities for co-creation
Innovation-related knowledge
creation
Technological challenges remain
Inquiry into co-creation of e-services
enabled by virtual worlds
Insights on how to manage co-
creation workshops
TheoreGcal
contribuGon
Managerial
implicaGons

32. Interested in
joining a workshop?
Please register at
tiny.cc/t4c or email
me at
tkohler@hpu.edu
DISCUSSION