Succeeding in the Age of Co-Creation

Copyright © 2013 InReality, Inc. All Rights Reserved.
Succeeding in the Age of
Co-Creation
http://bit.ly/SITAOCC #ServiceDesign #CX @IRPost @florianvollmer

© InReality 2013 – www.inreality.com
Mandela and De Clerk 1982 - Copyright: World Economic Forum

Copyright © 2013 InReality (An Info Retail Company). All Rights Reserved.
Shared Goal
Beyond the Self
Dedication over Time

Co-Creation at Work and In an Academic Setting
www.inreality.com www.gatech.edu

Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.
®
The Co-Creation in our Work

Copyright © 2013 InReality, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.
Experience Immersion

Ideation

What Ifs?

A World of Digital Influence and Sharing

Frequency. Volume.Speed.

Innovation Cycles are Faster than Ever
CC Max Braun via Flickr

?

“Project Stakeholders coming
together to create something new
and different they by themselves
would not be able to accomplish.”

Relevance
Simplicity
Seamlessness
Storytelling

Copyright © 2011 Info Retail, Inc. All Rights Reserved.
A Topology of Co-Creation
Spontaneous
• No Preparation
• Basic/ Mobile Tools
• Authentic Expression
Synchronous
• Some Preparation
• Digital/Analog Tools
• Controlled Environment
Asynchronous
• Needs Preparation
• Focus on Digital Tools
• Limited Control over Environment
Social
• Unpredictable
• Digital Social Platforms
• “On-Stage”, little control, forever

Emerging Expectations & Tools

Mapping & Evaluation
Inspiration Execution
Environmental
Integration
Sharing

Gestural Interfaces

Contextual Interfaces

Large-Scale Multi-Touch

Life-size Digital Displays

Touch

Wearable Technology
CC Max Braun via Flickr

Seamless Capturing
Photo: Livescribe

EasyMeasure (and others)

Integrated CAD and Presentation Solutions

Skitch

Seamless Capturing

Slideshare

Meet Expectations

Manage Integrated Workflow: Podio

Words, Presentations, Spreadsheets

Remote Collaboration

Social Collaboration

Implementing Technology
Barrier of
Entry CostModularity Flexibility

Means to an End
Integration, Not Distraction
Exceeding Expectations
Futureproof
Implementing Technology

Service Design … Your own Business

Copyright © 2011 Info Retail, Inc. All Rights Reserved.Copyright © 2011 Info Retail, Inc. All Rights Reserved.
Designing for Customer Journeys – Service Design
“Immaterial Products”
Systematic Development of Integrated Solutions
User: Useful, Usable, Desirable
Provider: Efficient, Effective, Different
Development from a User Perspective

No Touchpoint

Navigation

Brand
Audio
Touch
*No mention of 2 hr free parking

Evidence

Emergency

Improv

A Number!
Map

Map II

Pre Service
Service Period
Post Service
Service Design Requires Timeline Thinking

A Service Design Approach to Customer Experience Innovation
Customer Journey > Customer Journey > Customer Journey
Discover Design Iterate

Service Design: Customer Journeys

Spec’s for Touchpoints
Parameters for Support Systems
Service Design: Customer Journeys

The Design of the Environment
The Individual Experience
Value of Service Design

Great Co-Creation Spaces – Inspirations

Customer Expectations in a Connected World

Authority over Information
Brands
Customers
1990s 2000s 2010s

B2C

B2B2C2C2BB2C

Creative Expression
Instantaneousness
Freemium
Social
Iterative
Beyond Place

Better Solutions & Interactions

Info Retail Design Tools Info Retail Design Tools38
Procedure Procedure
Number of Players Number of PlayersMaterials Materials
CONTEXT PROFILES
Context Profiles is a visual exploration tool
to communicate a mood in a context.
This can be used to develop new
concepts based on context. Different
contexts can motivate and generate
different types of concepts.
Define the different possible environments for the
new product.
Find images that can express the “look and feel” of
the different contexts.
In the idea generation meeting, the facilitator reveals
one “context persona” at a time and asks the
participants to develop ideas based on the context.
1
2
3
635 METHOD
The name describes the action: 635
Method - 6 people (ideally), 3 ideas each,
5 times around the table.
Aimed to address the potential deficiencies of brainstorming
by encouraging participation from all, with an emphasis on
sketching of ideas, this is a tool that can help build, develop,
combine, add to, improve, and refine an original idea.
The 635 Method focuses on sketching as a medium for
creating concepts, with some limited use of key-words and
short descriptions to augment the sketching. The overall
process is similar to brainstorming, but rather than begin with
an open discussion, the session starts with each individual
writing down their thoughts first.
Define the focus for the br
state it to the team at the b
Each team member captu
Each team members write
sketches 3 ideas on a piec
recommended that at this
should be encouraged to s
and annotate the sketches
appropriate. It may help th
focus on the top 5 elemen
as viewed as important by
should last around 30 min
still going strong, shorter if
and in that time, a team of
produced between 15 to 3
Pass the concepts around
Following the initial session
passed to the next person
around the table. Allow 10
person to add to, modify a
ideas passed to them. On
the sheets are passed on
seen and modified by all te
take in total about 60 minu
modifications to ideas sho
idea, not criticizing.
Repeat 5 times:
It is recommended that the
table in total 5 times, to en
ideas, refinement and deve
This can be laborious, and
spaced out in time to prev
stale. After a few rounds, it
traditional brainstorming ru
1
2
3
4
( )
Tools for Co-Creation

Info Retail Design Tools
28
29
Procedure
Procedure
Number of Players
Number of Players
Materials
Materials
Reference
Duration
MOOD BOARDS
A self-explanatory visual exploration
tool, Mood Boards communicate patterns
of form to designers and clients alike.
Defining a semantic direction before
developing forms is essential to a
coherent design process.
It provides a basis for the design team to align their design
intent, provides a precedent for making form decisions, and
aids evaluating consistency (syntax) of the solution. As a self-
explanatory visual aid, establishing a mood board allows the
“look and feel” of the designer’s initial vision to be shared with
a client for early feedback.
Find images that represents the look and feel of
the brand/product/service. The images should
relate to its context. Don’t include anything “just
because it’s pretty.” Understand what it means, and
decide whether it is appropriate and syntactically
consistent. Don’t use copyrighted material without
naming the source.
Establish visual hierarchy by sorting and structuring
the content on a canvas to tell the intended story.
Keep it simple so the patterns are not obscured.
Use descriptive word clouds to supplement the
pictures.
Name the mood boards for easy reference.
Share the mood boards with the team to create
consensus throughout the project and keep it in
mind during the project.
1
2
3
4
5
Stickdorn, M., Schneider, J. (2010). This is
hinking, p. 186-187.
STORYBOARDS
STEP 1: Introduction to HT Connect initiates outside the window
as the buyer sees the presentation and iPhone application from the
atrium.
STEP 2: The buyer is welcomed into the showroom by a greeter and
invited to view the presentation of HT Connect. If no presentation
has started, the buyer is invited to use one of the iPhones mounted
to a stand near the window to try out the application.
STEP 4:
desk if he or she is interested in seeing more product. At this point,
a receptionist gives the buyer a ticket that will be validated at each
station where the buyer tries a chair.
STEP 5: The buyer is then carried by a sales representative to each
of the HT Connect experience stations that he or she wishes to
visit. After each visit, the buyer’s card is hole-punched or marked to
indicate a completed station.
STEP 3: The buyer watches the presentation of HT Connect. The
main presenter has one or two buyers “on stage” to use the chair
as the application is explained.
STEP 6: Once the buyer has visited all of the HT Connect stations,
he or she is guided back to the reception desk to return the
ticket and enter a drawing for an iPhone. Afterwards, the sales
representative carries the buyer to see other HT products such as
the Perfect Chair and the iJoy.
Showroom Interaction: STORYBOARD
Storyboards do exactly what the title
implies–they allow stories about user
experiences to be brought into the design
process by giving the designers a
chance to step into the shoes of the
users. They provide a perspective on a
product/service.
Storyboards can be used to provoke meaningful analysis,
spark discussions about potential problems and areas of
opportunity.
Storyboards can be created in several ways. The
most common way is the comic strip format, in
which a series of illustrations tell a story of a specific
situation. The creator should gain insight into the
user experience being depicted. Either real-life or
imaginary scenarios can be used, with the former
occasionally being documented in photographs as
opposed to illustration.
1
More than a day

36
37
Procedure
Procedure
Number of Players
Number of Players
Materials
Materials
Ref
Duration
Durati
MIND MAPPING
Mind Maps are used to generate,visualize, structure, and classify ideas,and as an aid to studying and organizinginformation, solving problems, makingdecisions, and writing.
Using a large sheet of paper, start in the middlewith the main topic.
Write one keyword per line and in a radianthierarchy, show related ideas. Sketches andimages are also encouraged.
Once all ideas are exhausted, make connectionsbetween ideas or explore previous ideas on adeeper level.
1
2
3
( )
WORD ASSOCIATION
The Word Association tool is used togenerate quick references and wordchains that can lead to new ideas.
The tool can be used in two ways:
(A) Develop word chains based on a chosenoriginal word and afterwards use the words togenerate ideas.
(B) A facilitator has prepared a list of appropriatewords. The facilitator reveals one word at a timeand asks the participants to develop ideas basedon the word. The words can either just be readalone or be in a Keynote/PowerPoint presentation.
1
( )

Stakeholder Integration = Experience Activation

One Approach: Customer Touchpoint Analysis

Thank you!
florian.vollmer@inreality.com
http://bit.ly/SITAOCC #ServiceDesign #CX @IRPost @florianvollmer

Succeeding in the Age of Co-Creation

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