Posts tagged ‘cocreate’

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May 20, 2016

The relationship between Business & Design: the Lego Serious Play case

The relationship between business and design has gone through deep changes in the past years. We are assisting at a convergence between business and design lead by the formalisation and adoption of design thinking and the revelation that good design is good business: many approaches from design have migrated into business and management enhancing the potential of business focused companies.

But there is a very special case of a method that was developed as an answer to a business need that has successfully migrated to design practices.

This is the case of Lego Serious Play: developed from the ’90s to improve the quality of strategic development meetings it has now been adopted by design companies to enhance creative processes, collaboration among different department, promote co-creation and participative design that includes customers, users, designers, and stakeholders.

Presented at #CassCreativity Seminar series on May 4th 2916, you can watch the whole Storyfy from this Link.

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March 7, 2016

The responsibility of UX: generate Value. But what is Value?

Markets are conversations

Markets are conversations (C) P. Bertini

One of the biggest challenges today, is to deliver meaningful experiences that create value to brands and are valuable for the users. As UX and CX professionals we are today responsible for the value generation processes, because an experience is created by the understanding of what does value mean for all those involved in the experience: the brand and the users.

I recently gave a speech at UX Denmark 2016, the theme was trust & emotion. If trust is the willingness to take risks, where does trust come from and how can it be useful in the UX field? Trust is generated by interaction, there is no trust unless the parts have had – or are in the conditions of having – an interaction that can build and support a relationship that generates positive emotions.

Interaction generates trust and relationships, and relationships generate experiences, and experiences are the real value in the experience economy.

Therefore, if relationships are the (metaphorical) places where value is generated between the interacting parts, then the only way to be in a relationship is through an EXPERIENCE.

Experience is generated by experiences, and the design of future experiences requires imagination and the understanding of the perception of the present experiences through narratives and storytelling of the past.

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December 21, 2014

Co-Creation: Designing With the User, For the User

Cocreation brings together individuals

Cocreation brings together individuals

[Excerpt. The full article is available on UXBooth. Many thanks to Marli Mesibov]. 

“In the past decade, new technologies ranging from Twitter to customer service chat-windows have led to an increase in the quantity and quality of interactions between people and organizations. But listening to user feedback isn’t where the company-user interactions end. Today more than 50% of Fortune 500 companies have made co-creation an integral part of their innovation strategy, as Andrew Welch—Chief Executive Officer of Y&R reports.

Yet in user experience design, most organizations take a traditional approach to user research and design, using a researcher to act as a middle-man between users, designers, and business stakeholders. Users are consulted in the process, but not given creative control over solutions.

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August 9, 2014

Co-creating user experiences through users’ engagement and empowerment

cocreation & UX © P. Bertini

cocreation & UX

In the past few years, we have assisted to a sort of divorce between users and organisations: technology has bought in a wide range of new behaviours and opportunities that companies are not always able to follow or predict. Most innovative projects fail because it’s difficult to fully understand what’s in the users’ heads (Leadbeater 2008) and the big changes society is facing, with a shift from products to experiences makes traditional UX approaches difficult, time-consuming and less effective.

To reduce complexity and make the overall internal and external process simpler and leaner, UX today can take advantage of collaborative approaches that involve and engages stakeholders, users, and designers in a creative and participative activity, namely co-creation.

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July 19, 2014

Innovate through conversations

Reykjavik - © P. Bertini

The road to change – © P. Bertini

Markets are ever more conversations and the role of the user has dramatically changed in the past decade, shifting from  a passive unknown being, into active part of the conversation.

We live in convivial times where technology has enhanced new practices and new opportunities for organisations and users to talk, to understand their mutual points of view and share knowledge, meanings and values.

Nevertheless, there has been a divorce between users and organisations and much of those conversations are today limited to the final stage of product and service design. Rather than taking fully advantage of the potential of co-creation, and engage users in conversations and creative exercises, today users are involved only in the very final stage, when it comes to validate an idea that has been developed using traditional approaches.

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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 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 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-creation, How 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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