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Co-creation and Innovation

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EOI Escuela de Organización Industrial
EOI Escuela de Organización Industrial

Hoy en día nos enfrentamos a importantes retos ambientales, sociales y culturales. La innovación y el diseño pueden ayudar, pero sólo si abrimos el proceso de diseño a todos. La co-creación pone las herramientas de innovación en manos de los destinatarios finales del diseño. En esta conferencia se mapea las actividades de co-creación y las relaciones de los asistentes con estas y se abrirá un debate a partir de este ejercicio.

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CO‐CREATION AND INNOVATION Liz Sanders 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Overview Where
are
we
now? Types
of
value
in
co‐creation Co‐creation
in
the
design
process Exploring
experience
in
the
front
end Participatory
prototyping New
spaces
for
co‐creation Where
are
we
going? 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? What’s
the Prototype(s) Development Rollout Problem? What’s
 Refined Validation The
Solution? Prototype(s) Assessment The
stage
gate
process
assumes
that
outcomes
of
each
phase are
knowable;
can
be
anticipated. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? Fuzzy
front
end Gap Traditional
design
development
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? Fuzzy
front
end Gap Traditional
design
development
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? co-creator participant adapter user consumer customer 1980’s 1990’s 2000’s 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? Co-creation User-centered Expert-driven 1980’s 1990’s 2000’s 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? Co-creation User-centered Frank Gehry Expert-driven 1980’s 1990’s 2000’s 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? UNARTICULATED
NEEDS
AND
DREAMS UNANTICIPATED
NEEDS
AND
DREAMS LATENT
OPPORTUNITIES 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? USER‐CENTERED
INNOVATION LEAD‐USER
INNOVATION DESIGN‐LED
INNOVATION RADICAL
INNOVATION 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
now? Today
we
can
see • co‐creation
within
communities • co‐creation
inside
companies
and
organizations • co‐creation
between
companies
and
their
business partners • co‐creation
between
companies
and
the
people they
serve 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
three
types
of
value
in
co‐creation Production Business Customers Marketplace
results Short‐term Consumption Commercial Consumers Business advancement Maximization
of Economic shareholder
wealth Products
that
sell Positive
experiences Experience‐driven End‐users Products
and
services Long‐term that
people
need
and Personalization Service
orientation Empowered want From
life
stage
to consumers lifetime Customization Improved
quality
of Human‐centered Partners Transformation Very
long‐term life Ecological Participants Ownership Over
many Sustainability generations Owners Happiness 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
three
types
of
value
in
co‐creation Production Business Customers Marketplace
results Short‐term Consumption Commercial Consumers Business advancement Maximization
of Economic shareholder
wealth Products
that
sell Positive
experiences Experience‐driven End‐users Products
and
services Long‐term that
people
need
and Personalization Service
orientation Empowered want From
life
stage
to consumers lifetime Customization Improved
quality
of Human‐centered Partners Transformation Very
long‐term life Ecological Participants Ownership Over
many Sustainability generations Owners Happiness 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
three
types
of
value
in
co‐creation Production Business Customers Marketplace
results Short‐term Consumption Commercial Consumers Business advancement Maximization
of Economic shareholder
wealth Products
that
sell Positive
experiences Experience‐driven End‐users Products
and
services Long‐term that
people
need
and Personalization Service
orientation Empowered want From
life
stage
to consumers lifetime Customization Improved
quality
of Human‐centered Partners Transformation Very
long‐term life Ecological Participants Ownership Over
many Sustainability generations Owners Happiness 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
three
types
of
value
in
co‐creation Production Business Customers Marketplace
results Short‐term Consumption Commercial Consumers Business advancement Maximization
of Economic shareholder
wealth Products
that
sell Positive
experiences Experience‐driven End‐users Products
and
services Long‐term that
people
need
and Personalization Service
orientation Empowered want From
life
stage
to consumers lifetime Customization Improved
quality
of Human‐centered Partners Transformation Very
long‐term life Ecological Participants Ownership Over
many Sustainability generations Owners Happiness 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
three
types
of
value
in
co‐creation Production Business Customers Marketplace
results Short‐term Consumption Commercial Consumers Business advancement Maximization
of Economic shareholder
wealth Products
that
sell Positive
experiences Experience‐driven End‐users Products
and
services Long‐term that
people
need
and Personalization Service
orientation Empowered want From
life
stage
to consumers lifetime Customization Improved
quality
of Human‐centered Partners Transformation Very
long‐term life Ecological Participants Ownership Over
many Sustainability generations Owners Happiness 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Co‐creation
in
the
design
process PRE-DESIGN DISCOVER DESIGN MARKET+SELL AFTER SALES 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
The
co‐creation
of
value
in
the
design
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Exploring
experience
in
the
front
end Fuzzy
front
end Gap Traditional
design
development
process 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Exploring
experience
in
the
front
end Three
principles
for
co‐creation • 
All
people
are
creative. • 
All
people
have
dreams. • 
People
will
fill
in
and
project
their
dreams 


and
fears
onto
ambiguous
stimuli. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Exploring
experience
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Exploring
experience
in
the
front
end future the moment past 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Exploring
experience
in
the
front
end future ms d rea rs fea s m orie me are s tm nigh the moment past 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end Make 2‐D
collages
using
visual
and
verbal
triggers
on backgrounds
with
timelines,
circles,
etc. 2‐D
mappings
using
visual
and
verbal
components on
patterned
backgrounds 3‐D
mock‐ups
using
foam,
clay,
Legos
or
Velcro‐ modeling Low‐tech
prototypes Provotypes
and
design
artifacts
from
the
future 3‐D
space
models
(small
scale)
such
as
the
doll house
toolkit 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end Tell Stories
and
storyboarding
through
writing,
drawing,
blogs, wikis,
photos,
video,
etc. Diaries
and
daily
logs
through
writing,
drawing,
blogs, photos,
video,
etc. Self
observation
through
photos,
video,
blogs,
writing, drawing,
etc. Documentaries
and
movie‐making Experience
timelines
or
maps Paper
spaces
to
collect,
organize,
categorize,
reframe,
chart and/or
make
decisions
about
ideas
or
concepts. Cards
to
organize,
categorize
and
prioritize
ideas Voting
dots
to
prioritize
ideas. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end PostSecret confessions An anonymous postcard activity in which people draw, write or otherwise record a secret about the topic at hand. This works especially well with topics of a sensitive nature that participants might not otherwise be willing to admit. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end Enact Props
and
black
boxes 3‐D
space
models
(full
scale) Scenario‐making
in
the
space
models
or
through sandplay Participatory
envisioning
and
enactment
by setting
users
in
future
situations Improvisation Acting
out,
skits
and
play
acting Role
playing
with
actors,
pretenders,
puppets, dolls,
etc. Bodystorming
and
informative
performance 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end The
picture
is
from
Herlev
on
a
cold
day
full
of
enthusiasm
from
participating
citizens,
a
retail
shop,
the
caretaker,
the
municipality,
and

designers from
1508,
3PART
and
DKDS.
See
the
video
of
the
enacted
future
scenario
at
www.1.affaldshistorier.dk! 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end Westerlund,
B.
(2009)
Design
Space
Exploration:
Co‐operative
Creation
of
Proposals
for
Desired
Interactions
with
Future
Artefacts. Ph.D.
Thesis,
Human‐Computer
Interaction,
Stockholm:
KTH. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Participatory
prototyping
in
the
front
end 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Emily
Strouse,
Cory
Daughton,
Mohini
Dutt,
Bob
Cervas
and
Shay
Merritte
|
Design
797
|
The
Ohio
State
University

4
June,
2010 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Overview Where
are
we
now? Types
of
value
in
co‐creation Co‐creation
in
the
design
process Exploring
experience
in
the
front
end Participatory
prototyping New
spaces
for
co‐creation Where
are
we
going? 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
New
spaces
for
co‐creation 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
New
spaces
for
co‐creation The
embodiment
of
the
idea is
the
deliverable
of
the
design process. The
conceptual
design
space consists
of
all
the
territory
that Embodiment has
been
or
will
be
navigated
in the
exploration. Conceptual The
contextual
design
space
is Contextual described
by
the
current
domains relevant
to
design
development including
manufacturing,
sales, use,
etc. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
New
spaces
for
co‐creation The
intentional
design
space is
focused
on
the
solving
of wicked
problems
and
on
the identification
of
latent opportunities. The
intentional
space is
generative
and
invites co‐creativity. The
intentional
design
space points
toward
the
future. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
New
spaces
for
co‐creation Design
embodiments
that
emerge from
an
exploration
of
intentional design
space
include: ~

behavioral
change ~
organizational
transformation ~
social
transformation. 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
going? DESIGN‐LED
INNOVATION? 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
going? CO‐DESIGN
LED
INNOVATION 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
going? I have become increasingly aware of the fact that women are better at co-creation than men……It’s a terrible conclusion to reach, particularly for a guy. I wonder if this makes me a gender racist, and whether I will ostracize one-half of the populations I will address from here on. But I increasingly believe it is statistically true. http://francisgouillart.com/ October 3, 2010 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
going? DESIGN
AS
LEADING? 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
Where
are
we
going? DESIGN
AS
SEEDING 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC
thank
you 18/10/10


















































ESCUELA
DE
ORGANIZACIÓN
INDUSTRIAL






















































MAKETOOLS,
LLC

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