Bug 3 no links

Collaborate to Innovate ?

Macro = the business context and imperative

Micro = the doing

….….and learning

Co-Design is : (for now)

Collaborative product or service development whereby product or service providers and consumers work together to design and specify a service.

*Not* about involving users, or sampling users or observing users – but getting customers to do the work.

The business context and imperative

Big CompanyNew player New spaceAggressive competitor positioningDigital content field saturatedIt’s about services – but which ?

Co-Design is interesting to large companies because they worry about,

• Where to find future growth.

• How to deal with the risk of commoditisation.

• How to innovate from the core.

• How to get connected with new customers, and stay connected with current ones.

Why did we bet on this hypothesis being right ?

But why’s it interesting to (service) designers ?

(Turkeys voting for Xmas ?)

IKEA Innovative People Dell Ideastorms BMW Customer Innovation Lab LegoShellProctor & Gamble C&DMuji/Cuusoo

Lego has found co-design is a powerful force for change and has now rooted the practice in their company strategy

Lego – iconic and aggressively protective

Till late 90’s online interest, no engagement

Mindstorms changed that :

-educational, geek, niche – but 100K sold

-brick reverse engineered, OS hacked

-lawyers on hold, communities had sprung up

-tolerated under the radar

2003 Lego in crisis – Mindstorm team laid off

2004 Mindstorm engage users in design

2005 approach gains wider acceptance

Now part of corporate strategy, to blur lines between corporate and customer – transform to an eco system.

50 projects in co-design & Cuuso

Co-design is the starting point – why so ?

How to position co-design ?

(What do you want out of it ?)

Managed Innovation around core product portfolio

Open innovation calls to supplement portfolio

“Proudly developed elsewhere”

More about growing brand capital than portfolio.

So you’ve got organisational buy in..

..or your doing it below the radar….(difficult)

Figure how to exploit the work…

Marketing Team

Product Team

Design Team

Legal Team

PR Team

..and start doing it

What it would take to set up and run co-design incubators that could contribute usefully to design ?

Specifically : How to organise people ?Who should own the ideas ?How to motivate teams?What do they need to do the job?Will their work be useful ?Can they work remotely ?How far can they go in the design process ?Is there a co-design sweet spot ?

…….doing it

First Organise !

Openness

Can anyone join ?

Ownership

Who owns the outcome?

Ownership

Openness

• Club of Experts

• Crowd Model

• Coalition of Parties

• Community of Kindred Spirits

Time pressured challenges. expertise, breakthrough ideas. Selection criteria. Chemistry important. Motivated innovative thinkers best collaborators. Active management and openness needed

The power of the crowd.. Anyone is in . The right solution is 'out there'. Online platforms are powerful can propose initiatives, rate and respond to suggestions. Seeding kick-starts the process. Longer than managed approaches. Cost of entry is low for all, the prize can be great and the organiser can cherry pick. eg Cuusoo

Parties team up to share ideas, each bringing a specific asset, knowledge or skill to the group. Technical breakthroughs and the realisation of standards often happen when multiple parties collaborate. Engagement can be super short. Value lies in sharing knowledge, creating common competitive advantage, building trust etc.

The greater good – software and social innovation

I’m Going There is a just-in-time marketplace to match up spare transport capacity with needs.

I buy…

I help…

Start with an idea seed posted to a collaborative space.

The search for the studio co-design sweet spot was complete

Studio time

vs

Online time

4th

sess

ion

The Inspiration Blog

Link

This linked originally to a list of concept prototypes developed during online ideation.

The Wall

Learning about it

Results of our soft social experiment.

(see notes or other documents for details)

• Organising Co-Design Teams

• Designing with Non Designers

• Leveraging online collaboration

• Leveraging online collaboration (2)

• Managing Co-Design

• Managing Co-Design (2)

• Keeping Co-Design Teams Engaged

• Keeping Co-Design Teams Engaged (2)

Now get them built !

Thanks !

Mark.hicks@vodafone.com