3rd ENoLL Living Lab Summer School

1. Living Labs
esteve almirall
esteve.almirall@esade.edu

2. “Innovation isn’t what
innovators do. It’s
what customers adopt”
!”
Michael Schrage, MIT

3. <1>What?

4. Living Labs =
co-creation with users early on in
the development
in real-life environments

5. teleictus

7. Teleictus (2007 – 2009)
implementation of a system for remotely diagnosing
and treating ictus (brain stroke).
Pre-Commercial Gap
− Inexistence of a complete solution.
− Availability of High Speed infrastructure.
The Role of Users
− Existence of a “Champion”.
− Co-creation of the service.
− Co-creation of parts of the solution.
The Role of the Living Labs organization
− Creation of an “innovation arena”.
− Selection, Formation & Coordination
− Fostering co-creation.

8. <2>Living Labs as
Open Innovation
Intermediaries

9. Open Innovation

10. ?
who invented the mountain bike

12. Sources of New Ideas and Innovation
External Internal
Business partners Employees
(general population)
Customers Sales or service units
Consultants R&D (internal)
Competitors Other
Associations,
trade groups, Think tanks
conference boards
Internet, blogs,
Academia
bulletin boards
45% 35 25 15 15 25 35 45%
IBM
Global
Benchmarking
Program
|
IBM
2006
|

13. Open Innovation

14. Living Labs as an
Open Innovation Intermediary
that aims to provide structure and
governance to user involvement

15. <3>Why users ?

16. R & D ?

20. high level
mid level products and services
ground level
high level
know how
mid level
ground level

21. 1. Science is global.
a) Ideas.
b) People.
c) Technologies.
2. Diffusion fostered by
“publish or perish”.
3. Much of it is PUBLIC.

22. Kleiner Perkins Portfolio (81 companies)
49 (60%) develop mid-level goods and services for
use by other business.
23 developing enterprise software
6 instruments used in hospitals
20 IT equipment
19 Ground level consumer goods and services
3 network / community companies
2 e-commerce
2 providers of information (mobile)
1 distributor of movies over the Internet
1 photoneumatic therapy
1 financial services
1 restaurant guide (Zagat)
4 developing treatments
13 high level products and services
6 alternative energy companies
1 fuel cells
1 portable electronic devices
1 codecs
4 semiconductor industry
1 bio-technology

23. User Contributions
1. Living Labs observe user-lead practice in
diffuse social contexts.
2. Living Labs identify and codify tacit and
practice based knowledge.
3. Living Labs diffuse tacit and practice
based knowledge into ad-hoc innovation
networks.
4. Living Labs operate at mid-low level
innovation strata.

24. <4>Why real-life
environments ?

26. In a complex, multi-stakeholder
environment is not about
finding the right answers, is
about finding the right
questions

27. Product evolution or Interpretation of meaning
1. Living Labs perform context-based experimentation
in order to generate local modifications within
existing socially negotiated meanings.
2. Living Labs perform context-based experimentation
in order to generate new socially negotiated
meanings for products and services.

28. <5> Innovation as a
societal process
where adoption
plays an important
role

30. how did
?
we get
here

32. Who is going to buy an overpriced
($400 in 2001), low capacity (5GB),
cheap plastic look, proprietary,
with a 2” monochrome screen, music
player with no usb (firewire only)
support, no windows support, no
replaceable battery that only
lasts 10h.?

33. World’s spending in electronics by country -2007
New York Times – Sept 4, 2008
(data source Euromonitor Intl.)

34. 2001 2007 2009

35. 1) Sophisticated users.
2) Eager to try new & pretty
imperfect things.
3) Adopt them & integrate
them in their daily lives.
4) Changing lifestyles and
providing meanings.

36. <6>Mapping Living
Labs

37. Lead Users
Human Factors
Ergonomics
Usability Testing
Open Source
Participatory Design
Design Driven Innovation
Design Thinking
Applied Ethnography
Living Labs

38. users as co-creators
lab like real life
settings environments
users as subjects of study

39. users as co-creators
lab like real life
settings environments
user driven
participatory
design driven
user centered users as subjects of study

41. users co-create
Lego Mindstroms Highly involved
User driven knowledge
Participatory need for user
involvement in
Collaborative capturing knowledge
from users
User centered
Google on-line
experiments
Traditional
No involvement
information
users passive subjects

42. Lab-like settings Real life environments
understanding surfacing
preferences needs
and tacit
knowledge
type of
knowledge

43. Living labs
{
Validate fit
Discover new uses/meaning
Codify – context specific
- preferences
Exploration
Knowledge Capture
{
surfacing needs/preferences
domain specific
Tacit knowledge

44. Living labs
Exploration
Knowledge Capture
Fit+ experiment !
ü Technological
ü Social (needs, interface, preferences, meaning)
ü Economic (Business Model, Sustainability)

46. esteve
almirall
esteve.almirall@esade.edu