Experience Co-Creation and Designing Interactions @daniel_egger
•
1 recomendación•711 vistas
The document discusses experience co-creation and designing interactions. It describes how companies can catalyze their business and create new meaningful value for stakeholders through experience co-creation. It provides examples of how experience co-creation was applied in projects with diverse participants from different sectors to develop innovative solutions. The results of applying experience co-creation approaches included strategic changes within organizations and increased direct and indirect outcomes.
Recomendados
Más contenido relacionado
Similar a Experience Co-Creation and Designing Interactions @daniel_egger
Similar a Experience Co-Creation and Designing Interactions @daniel_egger (20)
Más de Daniel Egger
Más de Daniel Egger (20)
Último
Último (20)
Experience Co-Creation and Designing Interactions @daniel_egger
- 2. How we see innovation _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 3. What was first: the chicken or the egg? _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ Culture or Processes www.symnetics.com.br
- 4. Customers are informed and request value _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 5. A traditional innovation generation process _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ Organization O i ti www.symnetics.com.br
- 6. Companies define, customer should buy…BestBuy? _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br 6
- 7. You can help me to solve MY problem _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 8. Why at all Experience Co‐Creation? • Change in the social logic Ch i th i ll i There is no longer a party that determines the rules and gives • _____ commands ____ ______ __ _______ __ _____ ______ ______ _____ • If customer have experiences something they less forget it _______ _____ • Experience create a higher loyalty, trust and brand perception _____ _____ • Consumers self‐direct their needs Consumers self direct their needs _____ _____ • Individual searches for needs satisfaction due to higher networking and information availability • Meaning searching customer Meaning searching customer • Process of creating meaning can not be longer incidental • Searching for not superficial value generation • Commodities saturated push‐needs and superficial satisfaction Commodities saturated push needs and superficial satisfaction • Long term competitive advantage • Customer experience and relationship for sustainable success • Value generation for all participants www.symnetics.com.br
- 9. Experience bens and transcends the limits _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ Experience P&D www.symnetics.com.br
- 10. Sometimes we think small things do not matter _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ “If you think it is too small to cause an impact, try to sleep with a mosquito” (Kevin Robers, Lovemarks) www.symnetics.com.br
- 11. Experience and the sum of interactions _____ ____ ______ __ _______ __ _____ ______ emotions (single) ______ _____ experience (erlebnis) _______ _____ tion _____ _____ e _____ _____ giv meaning g Senso percept ory ve (multiple emotions) (multiple emotions) meaningful experience (Boswijk, Thijssen, Peelen) www.symnetics.com.br
- 12. How do we define experience? _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ An experience stimulates and satisfies _____ _____ individually the senses of the interacter individually the senses of the_____ _____ interacter (customer) by creating an emotional connection. It further transcends the connection It further transcends the traditional vision of products and services. www.symnetics.com.br
- 13. What is an experience? • Personalized • _____ ____ Involves all senses ______ __ _______ __ _____ ______ • Higher focus/ Higher focus/ ______ _____ concentration during _______ _____ the process _____ _____ • Altered perception of p p time _____ _____ • Creation of an emotional connection • Unique process with an intrinsic value for each customer • Offers a Offers a reflection/stimulation www.symnetics.com.br
- 14. Culture of experience co‐creation _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ Organization Stakeholders www.symnetics.com.br
- 15. Experience Co‐Creation integrated the customer in the organization’s creation process Could I create and _____feel like ______ __ _______ __ _____ ______ my I should ____ place my own logo on the bike? Where would friend sit? driving a Ducatti ______ _____ _______ _____ When the color would _____ _____ suit”/outfit that I would like to buy a “racing not be orange _____ _____ bikewith my combines . Who is using the same or similar Is this bike bicycle? receicable? I would like to drive in the water My apartment is quiet small, how to I store my bike? The product is cool How can I track where my y but the service.... child is riding the bike? www.symnetics.com.br
- 16. The Co‐Creation Profile _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br Fonte: Pesquisa H2R/Symnetics, 2007
- 17. From the traditional to the experience innovation taxonomy _____ ____ ______ __ _______ __ _____ ______ ______ _____ Old New _______ _____ Process Interactions _____ _____ Products and services Experiences _____ _____ Experience environments (on- Technology line and off-line) Human Resources Individual y Community Clients Individual www.symnetics.com.br
- 18. Experience Co‐Creation practical applications • Innovation and design I ti dd i Outcome: "Experience innovation.“ _____ ____ ______ __ _______ __ _____ ______ • Branding, customer insights, marketing, communication and sales Outcome: "Brand as the co created experience “ ______ _____ Outcome: Brand as the co‐created experience. _______ _____ • Process design, process performance and quality management Outcome: "ECC‐enhanced process design.“ _____ _____ • Information and communications technology _____ _____ Outcome: "ECC‐enabled IT.“ • HR processes, leadership development, organizational change and culture Outcome: "ECC‐enhanced HR.“ O "ECC h d HR “ • Bottom of the pyramid, social innovation, citizen‐centric government and corporate social responsibility (CSR) Outcome: "Social innovation through co‐creation.“ Outcome: "Social innovation through co creation “ • Strategy, strategic planning, corporate reporting and governance Outcome: "Co‐created governance.“ • Supply chain Outcome: "Co‐created supply chain (source: ECCP) www.symnetics.com.br
- 19. Wiki goes 2 car‐design _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ http://www.cmmn.org/ www.symnetics.com.br
- 20. Buy experiences – sweet moments _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ http://www.sweemo.com/ www.symnetics.com.br
- 21. The Case _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ http://www.senai.br www.symnetics.com.br
- 22. _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____
- 23. Initial idea _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ The inicial idea was to _____ _____ innovate new initiatives_____ i t i iti_____ ti that increases the relationship with the industry... …but it turned out to be much richer www.symnetics.com.br
- 24. Interactions hold meaningful value Activity Map Interactions Map _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ Ideas Generation applying d l Qualification and prioritization lf d DART of interactions www.symnetics.com.br
- 25. Project participants were diverse, leading companies from 6 large sectors participated _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ …and contributed in co-creation workshops with students, alumni, jobless former students, professors, directors www.symnetics.com.br
- 26. Creative workshops use multi‐space and multi‐ sensorial stimulation _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 27. Seeing, merging together _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____
- 28. An example of an interaction map _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____
- 29. Also not applied at SENAI prototyping experiences _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 30. Experience environments _____ ____ ______ __ _______ __ _____ ______ ______ _____ Open House Alumni _______ _____ Integrated Training PROJECT _____ _____ environment _____ _____ The Student Practical in the Training shop For the Window industry
- 31. Based on the ideas strategic changes were suggested _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ (Osterwalder) www.symnetics.com.br
- 32. Increase in direct and indirect results _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 33. If you would like to share an other co‐creation story, please mail us: anderson@symnetics.com.br _____ ____ ______ __ _______ __acoutinho@symnetics.com.br _____ ______ daniel.egger@symnetics.com.br ______ _____ marcelo@symnetics.com.br marcelo@symnetics com br _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 34. _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ anderson@symnetics.com.br acoutinho@symnetics.com.br daniel.egger@symnetics.com.br d i l @ ti b marcelo@symnetics.com.br www.symnetics.com.br
- 35. Where you can drink coffee with us _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ Munique _____ _____ Basel Poznan _____ _____ Mexico - DF Bogotá Fortaleza * Lima Salvador * São Paulo Santiago Buenos Aires Luanda www.symnetics.com.br
- 36. The creative commons license _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ www.symnetics.com.br
- 37. 20 years of experience and... _____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ _____ _____ clientes li t www.symnetics.com.br
- 38. Image Sources Slide 5: _____ ____ ______ __ _______ __ http://www.flickr.com/photos/tschoerda/379392562/sizes/o/ _____ ______ Slide 13: ______ _____ www.maketool.com _______ _____ Slide 16: _____ _____ http://magento- http://magento _____ _____ themes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43 594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg Slide 23: http://www.paginalegal.com/wp-content/files/peticao-inicial.png Slide 25: http://graphics8.nytimes.com/images/2006/03/25/business/mgmt.span.jpg http://graphics8 nytimes com/images/2006/03/25/business/mgmt span jpg Slide 34: http://www.flickr.com/photos/amandamacedo/2763806182/ http://www.flickr.com/photos/tschoerda/379392562/sizes/o/ www.symnetics.com.br