This document discusses co-creation of e-services through virtual worlds. It begins with an overview of virtual worlds and how they allow for co-creation. It then outlines a research project studying co-creation workshops in virtual worlds to develop e-services. Preliminary findings suggest workshops should focus on usability, sociability, and hedonic aspects to be effective. Key open questions remain about how avatars influence contributions and what the real value of virtual co-creation is. The conclusion is that virtual worlds open new opportunities for co-creation but technological challenges remain.

1. Enabling
co-­‐crea.on
of
e-­‐
services
through
virtual
worlds
Thomas
Kohlera,
Robin
Teiglandb,
Elia
Giovacchinib
tkohler@hpu.edu
a
Hawaii
Pacific
University,
b
Stockholm
School
of
Economics

2. Is
Second
Life
sGll
alive?
EXPECTATIONS
MAY 1, 2006
July 24, 2007
Jan 28, 2010
TIME
TECHNOLOGY PEAK OF TROUGH OF SLOPE OF PLATEAUOF
TRIGGER INFALTED DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY
EXPECTATIONS
SOURCE: GARTNER

3. Minds are like parachutes –
they only function when open.
Thomas R. Dewar
3
IMAGE SOURCE: tanja.guettersberger

4. Innovation processes are like parachutes –
they only function when open.
IMAGE SOURCE: hey mr glen 4

5. Wor k in Structure
rog ress
p
1
Co-­‐creaGon
in
virtual
worlds
2
Research
project
3
Preliminary
findings
and
open
quesGons

6. 1 CO-­‐CREATION
IN
VIRTUAL
WORLDS

7. Successful Understanding Developing products
= +
innovation customer needs that meet those needs
7

8. IMAGE SOURCE: EKLUND 2009
8

9. “ „
Armed with new connective tools, consumers want to interact
and co-create value...
Prahalad and Ramaswamy, 2003

10. Virtual Worlds
Computer-generated physical space
Represented graphically in three dimensions
Experienced by many people at once

11. Avatar
Virtual representation
Appearance
- Looks
- Clothing
- Accessoires

12. Technological
advances
Technological
advances
 Real-­‐Gme
 Media
Richness
 InteracGve
collaboraGon
“When you are at Amazon.com you are actually there with 10.000 concurrent
other people, but you cannot see them or talk to them. At Second Life,
everything you experience is inherently experienced with others.” (P. Rosedale)

13. User-­‐generated
content
 NaGve
creaGvity
 Playful
environment
 Freedom
to
experiment
“ They could use their virtual-world sensibility „
to design products with real-world potential
(Hemp, 2006)

14. Philips Ideation Quest
Need identification and Concept and design Test and launch
idea generation

15. Steelcase Chair Designs
Need identification and Concept and design Test and launch
idea generation

16. KTM Ideation Quest
Need identification and Concept and design Test and launch
idea generation

17. 1 RESEARCH
PROJECT

18. 18

19. 19

20. RunAlong
Swedish web startup
Web community for female runners
Goal: Enable knowledge exchange from disperse
locations about local markets
Travel for Change
Non-profit project
Volunteer travel platform
Goal: Co-Design of Service Experience
20

21. 21

22. Fre
que
nt c
ouc
h su
rfer
Web designer Social worker
Community developer
22

23. 23

24. Become aware
Get inspired
Get creative
Get critical
24

25. Research
Method

26. 3 FINDINGS
AND
OPEN
QUESTIONS

27. Findings
PRAGMATIC SOCIABILITY
VIRTUAL
CUSTOMER
ENVIRONMENTS
USABILITY HEDONIC
Nambisan and Nambisan 2008

28. Provide clear navigation structure
USABILITY
Provide individual support
Design to inspire
PRAGMATIC
Create immersive environments
Provide challenging tasks
HEDONIC
Nurture playfulness
Encourage collaboration
SOCIABILITY
Engage in conversations

29. Recrui.ng
Collaborate
with
influencers

30. A
Open questions How does users’ representation as avatars
influence their contribution to the co-
creation workshop?
B
What is the real value of virtual co-
creation?
30

31. New opportunities for co-creation
Innovation-related knowledge
Conclusion
creation
Technological challenges remain
TheoreGcal
contribuGon
Inquiry into co-creation of e-services
enabled by virtual worlds
Managerial
implicaGons
Insights on how to manage co-
creation workshops

32. Interes te d in
shop?
jo ining a work
at
Please reg is ter
DISCUSSION
tiny.cc/t4c or e
me at
mail
u
tkohler@hpu.e d