There has been a divorce between users and organisations and today's UX practice risks to miss some key points. We are not designing anymore for needs, but for values and meanings which can only be revealed through participative activities where users, designers and stakeholders have the opportunity to collaboratively construct and shape innovation. Co-creation can be extremely beneficial to UX as can complete its approach by giving vision, engaging users in conversations - because "markets are conversations". Presented on July 15th at LadiesThatUX - London

1. Co-creation & UX 15th
July 2014 1
London | Norwich | Singapore
Co-Creation & UX
Engage & create
15th
July 2014
Patrizia Bertini – Experience designer
Twitter: @Legoviews
London | Norwich | Singapore

2. Co-creation & UX 15th
July 2014 2
UX research today
Co-Creation & UX
User research is about
behavior: what drives people,
how they do things, how and
why they’re likely to use your
site.
Bowles & Box
http://undercoverux.com

3. Co-creation & UX 15th
July 2014 3
Organisations & Users
Co-Creation & UX
There was a tacit divorce between organisations and customers/users

4. Co-creation & UX 15th
July 2014 4
UX researcher: men in the middle
Co-Creation & UX

5. Co-creation & UX 15th
July 2014 5
Work with people, not against them
Co-Creation & UX

6. Co-creation & UX 15th
July 2014 6
Where’s people?
Source: http://www.match.ac.uk/case_6.php
Co-Creation & UX
There are multiple methods for gaining insight into user needs and behaviours
from real end users.
Are people
engaged?
Are people
engaged?

7. Co-creation & UX 15th
July 2014 7
Engaging users, not using them
If consumers are required
merely to be either a lead
tester of a product or an
adaptor of a suite of pre-
selected choices, it lacks a
sense of real creativity.
Ind & Al 2012
Co-Creation & UX

8. Co-creation & UX 15th
July 2014 8
Understand the future through
participation
Research can help to
understand the here
and now, if we wish to
get closer to customer’s
likely future behaviour
we need more
participative process.
Ind & Al. 2012
Co-Creation & UX

9. Co-creation & UX 15th
July 2014 9
It’s the end of needs as we know them…
People are more complicated than a
list of needs […]
None needs an iPhone. […] Mining
for knowledge […] involves an
understanding of what people find
meaningful.
Nussbaum 2013
Co-Creation & UX

10. Co-creation & UX 15th
July 2014 10
…Welcome values!
As value shifts to experiences,
the market is becoming a
forum for conversation and
interactions.
Prahalad & Ramaswamy 2004
Co-Creation & UX

11. Co-creation & UX 15th
July 2014 11
Where did this begin?
Networked markets are
beginning to self-organize
faster than the companies that
have traditionally served them.
Thanks to the web, markets
are becoming better informed,
smarter, and more demanding
of qualities missing from most
business organizations.
Cluetrain Manifesto 1999
Co-Creation & UX

12. Co-creation & UX 15th
July 2014 12
Actually… It began 40 years ago!
Ivan Illich
Tools for conviviality 1973
Co-Creation & UX
Convivial institutions work
through conversation rather than
instruction, through co-creation
between users and producers,
learners and teachers, rather
than delivery from professionals
to clients.
Leadbeater 2008

13. Co-creation & UX 15th
July 2014 13
Co - = from the Latin cum (together)
Creation = the act of coming into
being, producing, making
Picture Source: medspark.m

14. Co-creation & UX 15th
July 2014 14
What is co-creation?
The idea of co-creation is to
unleash the creative energy of
many people, such that it
transforms both their
individual experience and the
economics of the organization
that enabled it.
Francis 2010
Co-Creation & UX

15. Co-creation & UX 15th
July 2014 15
Users are creative!
Psychologist tend to see creativity as a
mental process (but) creativity is as
much a cultural and social as it is a
psychological event.
M. Csikszentmihalyi
Co-Creation & UX
What’s the most creative
period you can think of?
What’s the most creative
period you can think of?

16. Co-creation & UX 15th
July 2014 16
Co-creation is…
…A social, collaborative, and
creative process to generate
innovation and value, through
the dialogue and
participation of all actors to
construct new win-win opportunities
and experiences
Co-Creation & UX

17. Co-creation & UX 15th
July 2014 17
Co-creation: the experience
Co-Creation & UX
Co-creation is about
creating WITH the
brand, not FOR the
brand!
Co-creation is about
creating WITH the
brand, not FOR the
brand!

18. Co-creation & UX 15th
July 2014 18
Key benefits: time!
Co-creation workshops, that
can be single or iterative, save
time to:
— the client
— the researchers
— the designers
All parts involved can collect
better insights and get to
an agreement quicker
and more efficiently.
Co-Creation & UX

19. Co-creation & UX 15th
July 2014 19
Key benefits: costs
Less time to generate User
requirement +
More insights generation =
__________________________________
__
Cost reduction
Meaningful & valuable products
Innovation
Co-Creation & UX

20. Co-creation & UX 15th
July 2014 20
Key benefits: results
By involving all parts involved
in the new project in a
workshop, they can:
— share their views
— learn about mutual
expectation, desires and
values
— construct together the
win-win – the meaningful
and valuable experience
Co-Creation & UX

21. Co-creation & UX 15th
July 2014 21
…So, have you ever used co-creation in
UX?
Patrizia Bertini
Twitter: @Legoviews
Co-Creation & UX