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Mats Berglind Tieto SSMX 2014
- 1. Public Tieto – Co-Creation © Tieto Corporation Tietos metodik för att tillsammans med sina kunder och partners gå från en innovationsutmaning, till en vagt formulerad idé till att ha tillräckligt med material för att kunna starta ett utvecklings- och förändringsprojekt Mats Berglind Tieto, mats.berglind@tieto.com
- 3. Public Vad är Co-Creation? 1979 - “Customer participation in production for increased productivity?“ Neeli Bendapudi and Robert P. Leone (Båda Professors of Marketing) © Tieto Corporation
- 4. Public Vad är Co-Creation? 1990 - “Customer's participation may lead to greater customer's satisfaction” John Czepiel (Professor of Marketing) © Tieto Corporation
- 5. Public Vad är Co-Creation? Nu - ”[Companies] are providing the services and the platform to collaborate to innovate with people beyond the traditional four walls of the enterprise” © Tieto Corporation
- 6. Public Tieto Co-Creation framework From ideas to execution IDEATION CONCEPTING DETAILING Find the idea for a service/product with the most potential. Understand current state and create the future vision of the service/product. Formalize the work to be able to start the execution. © Tieto Corporation EXECUTION
- 7. Public Tieto Co-Creation framework Ideation Purpose Leverage and prioritize ideas based on business and customer needs in order to focus development work Deliverables Backlog of ideas and ONE future idea of service selected © Tieto Corporation
- 8. Public Tieto Co-Creation framework Ideation Före 1. Vad är affärsmålet(-en)? Vad är värde? 2. Vilket är området? $ 3. Vilka personer skall delta? Under 1. Förutsättningar 2. Problem/Mögligheter 3. Idéer 4. Prioritering av idéer © Tieto Corporation Idé Idé Idé Idé Idé Idé
- 9. Public Tieto Co-Creation framework Concepting - Field study Purpose Reveals true user needs, situational requirements and business opportunities based on understanding real-life process in current state Deliverable Current state analysis of the selected service © Tieto Corporation
- 10. Public Tieto Co-Creation framework Concepting - Field study Vad gör vi? 1. Intervjuar 2. Läser 3. Fotar 4. Filmar 5. Mäter © Tieto Corporation
- 11. Public Tieto Co-Creation framework Concepting - Workshop Purpose Designing the future service Deliverables New service design, listing involved core systems and business rationale © Tieto Corporation
- 12. Public Tieto Co-Creation framework Concepting - Workshop Heldags WS 1. Nuläge 2. WS-teknik, ex. Bodystorming 3. Gemensam Service Design 4. Identifierar involverade bassystem 5. Identifierar Affärsvärden © Tieto Corporation
- 13. Public Tieto Co-Creation framework Concepting – Demo camp Purpose Demo application for making change happen: validating improved process with enduser and stakeholder in real use situation Deliverable A demo showing the digital part of the future service © Tieto Corporation
- 14. Public Tieto Co-Creation framework Detailing Purpose The final step of Co-Creation formalizes all of the work done in the previous steps, producing all artefacts that are needed to be able to start the execution. Deliverables Business case High level backlog IT-architecture description (and Costs) People change management plan Project directive © Tieto Corporation
- 15. Public Tieto Co-Creation framework Value proposition • Minimize the risks by using a proven method carried out by certified facilitators • Keep focus on real value by focusing on business and user value all the time • Work together because you know your business best and we know IT and transformation • Keep it speedy because we know time is always scarce © Tieto Corporation
- 16. Public Sammanfattning • Om du jobbar med UX ska du först och främst vara ”användarnas förkämpe” MEN för en slutgiltig lösning krävs mer… • UX fungerar om man utgår från affären! • Du förändrar en UX mer desto högre upp du kommer © Tieto Corporation
- 17. Public © Tieto Corporation Mats Berglind Tieto, mats.berglind@tieto.com
Notas del editor
- This is a method or framework. It is not rocket science, it is really all about a structuredwayofworking and the peopledoing the work – and wehave a lotofexperiencearoundthat. and thisexperiencetellsusthat it is whenweworktogether (co-create) that the magichappens. Whenwe co-createwith Tietos cross industry, digital and way-of-workingknowledge and with the customersdeepknowledgeabouttheirown business.The end of a co-creation is a perfect order for aexecutionproject, i.e.:A business caseto understand the ROI and toprove the actualvalueof the investment AFTER the project, i.e. didwedeliverwhatwepromised?A peoplechange management plan, i.e. a plan for organisationalchanges, training and communication – becausewewanttocreate a transformation ofcustomers business, not onlydeliver an IT-tool.An IT-architecturewithclearlystated IT-costsA projectdirective – i.e. the formalizedwayofdoing an order.Wehavedone co-creations for e.g. a largeFinnishretailcompany, a nordiclawenforcementdepartment and a large Nordic bank.
- The first step is the Ideation WS wherewebring in exiting examples of transformations wehavehelpedoutcustomersto do, and youwill present yourneeds and your business target – e.g. increaserevenues, lowerscosts or customerdelight.Afterthatwegatherideas and prioritizetheseaccordingto business value, uservalue and easeof implementation. The winningideabecomesour focus for the rest of the co-creation – the rest of the ideasareput in a backlog for youtouse later…This is a full day WS thatrequires a lotof post-its and someworkbefore and after in a smallergroup.
- The first step is the Ideation WS wherewebring in exiting examples of transformations wehavehelpedoutcustomersto do, and youwill present yourneeds and your business target – e.g. increaserevenues, lowerscosts or customerdelight.Afterthatwegatherideas and prioritizetheseaccordingto business value, uservalue and easeof implementation. The winningideabecomesour focus for the rest of the co-creation – the rest of the ideasareput in a backlog for youtouse later…This is a full day WS thatrequires a lotof post-its and someworkbefore and after in a smallergroup.
- Whenweknowwhichidea (for a service) to focus on, we go out and observe, interview, study statistics and documenthow the service is carriedouttoday. Wewillfindout:how the service workstodayproposals for measurements (e.g. administration time) in the process the usersneedbefore, during and after the serviceThe field studies arecarriedout by experienced researchers and UserExperience designers afterdiscussingwithyou, whichusers/people/stakeholdersto talk to. This step usuallytakesabouttwoweeks and is usually a real eye-opener for bothourcustomers and us.
- Whenweknowwhichidea (for a service) to focus on, we go out and observe, interview, study statistics and documenthow the service is carriedouttoday. Wewillfindout:how the service workstodayproposals for measurements (e.g. administration time) in the process the usersneedbefore, during and after the serviceThe field studies arecarriedout by experienced researchers and UserExperience designers afterdiscussingwithyou, whichusers/people/stakeholdersto talk to. This step usuallytakesabouttwoweeks and is usually a real eye-opener for bothourcustomers and us.
- When the fieldstudy is done, it is timeto present it. A so called ”Currentstate” is presented and from thosefindingswehave a full day WS tocreate a futurestateof the service – the future service requirements, e.g. how the future service process should look like, how it should be supported by IT and measurments (to be used in the Business caseproduced in the last step ”Detailing”).The conceptualization WS arecarriedout by ourcertified co-creation managers and it is verycreative and intense. This WS takesone full day, withsome preparations before and documentationafter in a smallergroup.
- When the fieldstudy is done, it is timeto present it. A so called ”Currentstate” is presented and from thosefindingswehave a full day WS tocreate a futurestateof the service – the future service requirements, e.g. how the future service process should look like, how it should be supported by IT and measurments (to be used in the Business caseproduced in the last step ”Detailing”).The conceptualization WS arecarriedout by ourcertified co-creation managers and it is verycreative and intense. This WS takesone full day, withsome preparations before and documentationafter in a smallergroup.
- The mostintense step is the demo camp where the goal is to, at yourpremises, togetherwithyoucreate a prototype and anattachedsales presentation in 5 days. Thisprototypewill show youhowe.g. the mobile app, willwork. Thismeansthatwecantake the prototype and sales presentation and show it tousers and stakeholders and explainwhatwewanttoachieve – i.e. marketing – butalsotoprove the valueof the idea.Thisworkinvolvs 2 userExperience designers and 2 developers and people from the customersitting in yourpremises for 5 wholedays (oneworkweek).
- The last step is toformalize all the findingsinto a transformation order,e.g. create:A business caseHighlevelbacklogA highlevel IT architecture (incl IT-cost)A peoplechange managment planProject directiveIn otherwords: A perfect order for Execution!Thisworkinvolves a numberofrolesdoingvariousloadsofwork, depending on the extenceof the idea and howmuchworkyoucanhelptocontributeduringthisphase. Butusuallyone or two experience business consultant, oneexperienceproject manager, one IT-architect and the Co-Creation manager. This step takesbetween 3-6 weeks.