Archive for ‘cocreation’

June 29, 2014

Co-creation: In search of the wrong answers

Another world is possible © P. Bertini 2011

Another world is possible

We Live in industrialised times: everything is following the strict industrial standards set over 150 years ago by the industrial revolution.

Mass production and the need to have standardised process, where one fit all, created a society that has tried to convince us that there is one way to do things right, that there’s one solution to a problem, one right perspective, one direction.

Multiple directions, different choices, and different paths would have been detrimental to an industrial society, which needed conformance and standards to deliver its goods and create the cultural and economic system we are all imbued with today.

To reach the largest number of people, everything has been industrialised: processes, production, creativity, and education.

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June 9, 2014

Participative creativity

Creativity © P.Bertini

Creativity © P.Bertini

[Excerpt. The full article is available on Editorial IV. Many thanks to Joseph McKeating]

Crowdsourcing, open innovation, co-creation, and co-production all have become buzzwords that are often used interchangeably.

However, these words identify different processes that have a few key differences, but also a key similarity: they are all innovation and creativity-driven activities.

The outcome of all of these activities are products or services, and all of these initiatives focus on the engagement of customers and people outside of the organization.

Then similarities stop and the differentiating factors come into play.

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May 30, 2014

User requirements & Co-creation: an Agile approach

 

Co-creation: A Lego Serious Play Workshop

Co-creation: A Lego Serious Play Workshop

User centred design (UCD) is an approach that considers the user as the central point of any design process. UCD projects traditionally implied a preliminary study of users to collect their needs and requirements: a lot of efforts were made to understand users’ expectations, behaviours, frustrations, problems and generally the research approaches involved interviews, ethnographic studies, questionnaires, surveys, or focus groups.
Collected data would then be analysed by experts who would eventually come up with user requirements: a list of issues that designers should take into consideration during their design and implementation phase.

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May 22, 2014

Co-creation: the power of conversation [4 of 4]

Co-creation in action

Co-creation in action

Co-creation: who should be involved?

When saying all stakeholders we do not refer to the largest majority of users available, as they can be reached with crowdsourcing initiatives. It’s not about quantity, but quality. As several studies from early ’90s have demonstrated, involving lead users, who are those individuals that have needs that are advanced with respect to an important marketplace trend and expect to benefit significantly by obtaining a solution to those needs (Herstatt & Von Hippel 1992) can have a significant impact on the results, proving that quantity is not synonymous of quality.

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May 15, 2014

Co-creation: the power of conversations [3 of 4]

Prill's crowd sourcing campaign

Prill’s crowd sourcing campaign

Media & Co-creation

Looking into the media, we find a number of articles claiming that companies are applying co-creation; yet, looking closer would reveal that those initiatives are something slightly different.

Coca-cola is said to be using co-creation a lot, but as David Moth (2012) on e-consultancy writes: “When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas”. So, what Coca-cola did, was an open call for ideas, asking the community to share individual ideas from where the company can dig for future inspiration. Coca-cola had over 3.600 submissions.

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May 3, 2014

Co-creation: the power of conversations [2 of 4]

The Co-creation process © C. Bughi

The Co-creation process © C. Bughi

Co-creation Vs crowd creation

So, when looking back at what media often portrays as co-creation, the confusion becomes evident.

Co-creation is no co-production: many initiatives labelled as co-creation are actually co-production experiences, which are experiences where customers participate to the production and delivery of the product or service: the self-service checkouts at supermarkets are a typical example of co-production. One of the consequences of co-production is also known as the Ikea effect, that cognitive attitude that leads to an increased perception in value of objects customers have build by themselves, because of their involvement in the production phase.

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May 3, 2014

Co-creation: the power of conversations [1 of 4]

The Cluetrain Manifesto - cover

The Cluetrain Manifesto

The beginning of the revolution: the Cluetrain Manifesto

Co-creation has become a very sexy world in the business news. Newspapers and magazines are full with inspiring titles, like 5 Co-creation Examples: E.ON, Coca-Cola, MTV, Tata Group & Heineken, 5 examples of how brands are using co-creationHow Coca-Cola uses co-creation to crowdsource new marketing ideas.

However, the understanding of this term is often blurred and organisations use the word co-creation to refer to many different things, which share one key concept: the involvement of users and the conversations between users and organisations.

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April 21, 2014

LEGO Serious Play & Co-creation

LEGO Serious Play used to co-create new services at Bologna Global GovJam 2013.

LEGO Serious Play used to co-create new services at Bologna Global GovJam 2013.

Lego Serious Play is a facilitation method that was designed in ways to enhance business performance by bringing around the table key stakeholders and by facilitating the discussion and meaning sharing activities through the use of LEGO bricks, metaphors and storytelling.

LEGO® SERIOUS PLAY® is a method that allows participants to negotiate decisions and strategic and operative plans and to co-create ideas creatively, socially and interactively. Thanks to the peculiar collaborative and social dynamics enacted by the method, all participants in an LSP workshop contribute to the discussion and to the decisions. The LEGO bricks act as co-creation tool and as a communication mediator: bricks are both a media to build and express complex ideas through storytelling and metaphors, and bricks act as a mediator between participants, allowing people to overcome hierarchies and power games that often affect workshop like activities and co-creation initiatives.

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April 13, 2014

How can co-creation, LEGO Serious Play, Privacy, UX & Data quality be connected?

Exploring how Privacy, UX and co-creation are related to LEGO Serious Play
Exploring how Privacy, UX and co-creation are related to LEGO Serious Play

LEGO Serious Play, privacy, data quality, co-creation, and UX. It seems a random list of topics, yet there’s a fil rouge that links them.
The impact of technologies has had a deep effect on how people and organisations interact: old-fashioned words, which were popular only few years ago, such as ubiquitous computing, or always on, are now everyday’s reality, making interaction and communication easier, quicker, multimodal.

Technologies and the web have produced new ways to communicate and have put people closer, offering new ways to interact. In a word, we are living in a world of conversations, where everything is conversation, as predicted in 1999 by the Cluetrain Manifesto. People interact more, users interact directly with companies, the web empowers consumers to engage in conversations with people and organisations we had no idea how to reach only 15 years ago.

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