Service Design Days 2017 - Case study Philips Lighting (Maarten Pieters)

1. Co-creating desirable,
seamless and memorable
experiences
Maarten Pieters
Head of Co-creation & People Insight

2. 2
Why is co-creation relevant for us now?

3. Today, we expect more
from our infrastructures

4. Dynamic scheduling
provides the right light
Lighting
dimmed in
industrial
area
100% light
output for
footpaths
through the
city park

5. We can make a difference
in city farming, feeding
the world

6. 6
Rich light experiences
in your connected home

7. Source: www.thecocreators.com
transition point
collaborate
dominate
send
closedpower
paradigm
open
interact
co-creation
paradigm
Source: The 7 Principles of Complete Co-creation

8. What is co-creation?
And when is it most effective

9. 9
Confusion around co-creation
ideation
feedback
participation
end-user voice
market research
partnership
brainstorm
crowdsourcing
engagement
open innovation
co-design
design thinking
target group connection

10. Complete co-creation is the transparent process of value
creation in consequent, productive collaboration with,
and supported by all relevant parties, with end-users
playing a central role
10
Co-creation is most effective
when done ‘completely’
Source: The 7 Principles of Complete Co-creation

11. We aim to involve those who we are creating for
into to the development process
Discover Define Develop Deliver
Measure
and learn
Optimize

12. Get ournew bookon complete
co-creation!
A comprehensive how-to
co-create handbookwitha
unique andpractical view
on co-creation,placingend-
usersatthe core of any
co-creationprocess.
Followthe link: http://www.bispublishers.com/the-7-principles-of-complete-co-creation.html

13. Creative End-user
Sessions
Co-creation with end-users in the
lead
University Collaborations:
• Tsinghua University, Beijing
• Simon Fraser University, Vancouver
• TU Delft
• Design Academy
• Avans Hogeschool Breda
• NHTV University of Applied Sciences
• Tilburg University
• Shih Chien University, Taiwan
Online Beta Communities
Hue
Design to Design
Design-focused exchanges with
market-leading companies such as
Decathlon, Jaguar, Land Rover and
Nike
Creative Playgrounds Design Workshops /
Makerspaces
• Vitra workshop
• London School of Economics:
Social design workshop
• Architects Association:
Summer school
• Makerspaces

14. Eindhoven’s
Quadruple Helix

15. Montgomery overpass

16. architects
light designers
municipality
residents
infrastructure
policy makers

18. 18
Hue outdoor strip
HUE range

19. Smart City Workshop

20. Future store concept

21. Barriers
Top 10 barriers to co-create
1. Sticking to what they know
2. We already know what customers want
3. It’s difficult to find the right people
4. End-users can’t come up with good ideas
5. Not speaking the same language (tech talk)
6. Scared to share / secrecy
7. Underestimating what it takes to co-create well
8. Fear of hearing something they don’t want to hear
9. Not knowing, what you don’t know
10. Not part of product creation process

22. 22
1. Every day repeat and explain
2. Taking people by the hand and do it with them
3. Address fears and assumptions, make them comfortable
4. Make them understand it is in their best interest
5. Small wins lead to bigger wins
How to overcome barriers

23. #1
23
Keep Co-creating!
Linkedin: Maarten Pieters
maarten.pieters@philips.com