Co-Creation & UX - Engage & Create

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Patrizia Bertini

Lead Experience Consultant

Twitter: @legoviews

Web: Legoviews.com

Email: [email protected]

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 TodayCo-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 TodayCo-Creation & UX


There was a tacit divorce between organisations and customers/users

Organisations & UsersCo-Creation & UX


UX researcher: man in the middleCo-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 personalisedconsumer 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 experienceCo-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

ResearchCo-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

CreativityCo-Creation & UX


…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 is…Co-Creation & UX


The Co-creative experienceCo-Creation & UX


By J. Winsor

Source:

http://www.johnwinsor.com

Co-Creating innovationCo-Creation & UX


1. Social need: Problem definition and problem owners

2. Research: User, context, technology and partner research

3. Ideation4. Co-Creation workshop5. Collaborative making6. Pilot test7. Implementation and scaling-up

Source: Butterflyworks

The Co-creative processCo-Creation & UX


Individuals and interactions over processes and toolsWorking software over comprehensive documentationCustomer collaboration over contract negotiationResponding to change over following a plan

Co-Creation is AgileCo-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 UsersCo-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: timeCo-Creation & UX


Less time to generate User requirement +

More insights generation =

____________________________________

Cost reduction

Meaningful & valuable products

Innovation

Key Benefits: costsCo-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: resultsCo-Creation & UX


Thank You!

You can also tweet questions @legoviews or email : patr iz ia.bert [email protected]

Design

Co-Creation & UX - Engage & Create