Conferencia Elizabeth Sanders

1. COLLECTIVE CREATIVITY AND INNOVATION Liz Sanders NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

2. Overview Where are we now? Exploring experience in the front end Participatory prototyping Types of value in co-creation Co-creation in the design process Where are we going? NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

3. Where are we now? NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

4. Where are we now? Fuzzy front end Gap Traditional design development process NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

5. Where are we now? Fuzzy front end Gap Traditional design development process NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

6. 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. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

7. Participatory prototyping in the front end NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

9. 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 NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

27. Participatory prototyping in the front end Gus Colvin, The University of Dundee, Dundee, Scotland NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

28. 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. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

33. 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. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

34. 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 NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

35. 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! NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

36. 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. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

38. NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

39. Emily Strouse, Cory Daughton, Mohini Dutt, Bob Cervas and Shay Merritte | Design 797 | The Ohio State University 4 June, 2010 NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

40. Three types of value in co-creation 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 NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

41. 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 NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

46. Co-creation in the design process PRE-DESIGN DISCOVER DESIGN MARKET+SELL AFTER SALES NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

47. The co-creation of value in the design process NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

54. Overview Where are we now? Exploring experience in the front end Participatory prototyping Types of value in co-creation Co-creation in the design process Where are we going? NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

55. Where are we going? DESIGN LED INNOVATION? NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

56. Where are we going? CO-DESIGN LED INNOVATION NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

57. THANK YOU NOVEMBER 3, 2010 INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY CAMPUS QUERÉTARO MAKETOOLS

Conferencia Elizabeth Sanders

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