Participative design, or co-creation, can be a game changer. The UX industry is evolving and so should evolve the tools and the approaches that allow professionals to deliver meaningful and valuable experiences. Participative design has been around since the '70s - and the raise of a collaborative culture enhanced by technology are quickly changing the way users and customers engage and communicate with brands, organisations, and companies. How and why companies should consider a participative approach? [Presented at UX Crunch London, 29th September 2015]

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Patrizia Bertini
European Director of Research & insights
Twitter: @legoviews
Web: Legoviews.com & WiproDigital.com
Email: patrizia.bertini@wipro.com
What can participative design do for you?
And what can you do for participative design?

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UX = Design?

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• Focus groups
• Ethnography
• Contextual inquiry
• Task Analysis
• Questionnaire
• Interviews
• Desk research
Explore &
Understand
• Focus groups
• Ethnography
• Contextual inquiry
• Questionnaire
• Interviews
Formalise
requirements
• Persona
• Scenario
• Heuristic analysis
• Card sorting
Design
• Usability tests
• Cognitive walk through
• Think Aloud
• Focus groups
• Questionnaire
• Interviews
• Heuristic analysis
• Remote task
Validate
The design process

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Where is the user?

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Users are the experts in their own experience

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When was the last time your Client
has spoken with their customers?

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The Man-in-the-Middle approach

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Most innovation fail
because it is so hard
to get inside the
heads of potential
customers, to know
whether they will
really take up what
seems a promising
product.
Leadbeater, 2008

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It is really hard to design products by focus groups.
A lot of times people don’t know what they want until you show it to them.
S. Jobs

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What can you
do?

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Imagine…
What if it were like this?

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Markets are conversations

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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

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Participative design, or 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

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The participative
approach

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We've got some ideas for you too: some new
tools we need, some better service.
Stuff we'd be willing to pay for. Got a minute?

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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

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What can you do?

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Add value to your work and to your clients by
engaging the users!
Be creative, and let all actors involved to be
creative!
Dare to change the existing paradigm.
Bring more fun into UX!

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What will you get from Participative Design?
 Save time (= save money)
 Stakeholders’ engagement
 More conversations and better understanding
 More points of views
 Sound win-win requirements and needs
 Better results lead by broader insights

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