"Learning in a Connected World: The Case of Philips Design Co-Creation Experience in Second Life" article by Ewa Miendlarzewska and Slava Kozlov presented on the international conference in Organizational Learning, Knowledge and Capabilities, April 26-28 2009, Amsterdam, http://www.feweb.vu.nl/olkc2009/program.html

1. Organizational learning in a connected world Learning with customers in a connected world: The Case of Philips Design Co-Creation Experience in Second Life Conference on Organizational Learning, Knowledge and Capabilities Amsterdam, 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

5. Introducing the co-creation communities of practice OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) Exploring, ‘Experiencing’, Platform for education, knowledge sharing and learning Over 2m Residents Open to anyone; Role-playing Participatory ways of interacting , playfulness, Virtual world on the internet, A space for limitless experimentation Residents of Second Life Participatory design, Validation of ‘design probes’, Learning and getting feedback 500+ professionals, 11 branches in 8 countries, Flat organization Designers, sociologists, anthropologists studying future trends Philips Design Researchers Practice Community Domain

7. The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning From novice to full participant Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) t

8. Establishing legitimacy Philips Design’s Habitat – Vision of Future Sustainable Living http://www.design.philips.com/probes/projects/sustainable_habitat_2020/index.page “ The future habitat shifts from the current state where the building surfaces are benign inert ‘dumb’ materials only used for construction and shielding purposes to sensitive functional skins that are ‘alive’ and act as membranes to harness energy.” Habitat 2020: Off the Grid, Philips Design’s Design Probe formulates radically different strategies for sustainable urban future, proposing to modify and construct buildings - and cities - as dynamic and evolving, self-sustaining eco-systems. Light Air Water OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

9. The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

10. From novice to full participant Ideation Quest in for Habitat 2020 Learning the rules Fulfilling tasks & Getting scores Exploring inspirational materials Individual & Collaborative activities Joint projects of Philips Design and University of Innsbruck 1 2 3 OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design) 4

11. Ideation Quest - Idea submission Both 3D and 2D ideas counted Winners & Rewards OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

12. The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Built personal networks and information infrastructure Developed tools to maintain ongoing dialog Built own community (Philips Design Friends) Becoming an expert? OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

13. “ [I realized that] Philips is not all about light and other devises but they really like to think with people… It does not give the idea that they just want to sell light bulbs to you ;-)”.

14. The learning process Establishing legitimacy Gaining Trust Enter in a humble way Built a small platform for meetings Joined community ‘Our Virtual Holland’ Being a novice Learning Spent time to learn the ‘lingo’ Tried to understand the culture Initiated conversations, Learned about the people Organized first event From novice to full participant Built personal networks and information infrastructure Developed tools to maintain ongoing dialog Built own community (Philips Design Friends) Becoming an expert? Conducted a more in-depth study Co-research (a people study) From feedback generation to co-creation Getting invited to communities Emergent projects OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

15. Becoming an expert Gaining insights –and sharing them with people– MySecondLife study OLKC 28 April 2009 Ewa Miendlarzewska (Philips Healthcare) Slava Kozlov (Philips Design)

17. Thank you I thank Philips Healthcare and Paul Smilde for sponsoring my learning in this conference OLKC 28 April 2009 [email_address] [email_address]