Thomas Kohlera, Robin Teiglandb, Elia Giovacchinib
[email protected] a Hawaii Pacific University, b Stockholm School of Economics
Enabling co-‐crea.on of e-‐services through virtual worlds
TECHNOLOGY TRIGGER
PEAK OF INFALTED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
EXPECTATIONS
TIME
MAY 1, 2006
July 24, 2007
Jan 28, 2010
SOURCE: GARTNER
Is Second Life sGll alive?
3
Minds are like parachutes – they only function when open.
Thomas R. Dewar
IMAGE SOURCE: tanja.guettersberger
4
Innovation processes are like parachutes – they only function when open.
IMAGE SOURCE: hey mr glen
Structure
Co-‐creaGon in virtual worlds
Research project
Preliminary findings and open quesGons
1
3
2
Work in
progress
CO-‐CREATION IN VIRTUAL WORLDS 1
7
Understanding customer needs
Developing products that meet those needs
+ = Successful innovation
8 IMAGE SOURCE: EKLUND 2009
Armed with new connective tools, consumers want to interact
and co-create value... Prahalad and Ramaswamy, 2003
„ “
Virtual Worlds
Computer-generated physical space
Represented graphically in three dimensions
Experienced by many people at once
Avatar
Virtual representation
Appearance - Looks - Clothing - Accessoires
Technological advances
Technological advances
Real-‐Gme Media Richness InteracGve collaboraGon
“When you are at Amazon.com you are actually there with 10.000 concurrent other people, but you cannot see them or talk to them. At Second Life, everything you experience is inherently experienced with others.” (P. Rosedale)
“ They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006)
„
User-‐generated content
NaGve creaGvity Playful environment Freedom to experiment
Need identification and idea generation
Concept and design Test and launch
Philips Ideation Quest
Steelcase Chair Designs
Need identification and idea generation
Concept and design Test and launch
KTM Ideation Quest
Need identification and idea generation
Concept and design Test and launch
RESEARCH PROJECT 1
18
19
20
RunAlong
Swedish web startup
Web community for female runners
Goal: Enable knowledge exchange from disperse locations about local markets
Travel for Change
Non-profit project
Volunteer travel platform
Goal: Co-Design of Service Experience
21
22
Social worker
Com
munity
dev
eloper
Web designer
Frequent couch surfer
23
24
Become aware
Get critical
Get creative
Get inspired
Research Method
FINDINGS AND OPEN QUESTIONS 3
PRAGMATIC SOCIABILITY
USABILITY HEDONIC
VIRTUAL CUSTOMER
ENVIRONMENTS
Nambisan and Nambisan 2008
Findings
Provide clear navigation structure
Provide individual support USABILITY
PRAGMATIC Design to inspire
Create immersive environments
HEDONIC
Provide challenging tasks
Nurture playfulness
SOCIABILITY Encourage collaboration
Engage in conversations
Recrui.ng Collaborate with influencers
30
How does users’ representation as avatars influence their contribution to the co-creation workshop?
What is the real value of virtual co-creation?
A
B
Open questions
Conclusion
New opportunities for co-creation
Innovation-related knowledge creation
Technological challenges remain
Inquiry into co-creation of e-services enabled by virtual worlds
Insights on how to manage co-creation workshops
TheoreGcal contribuGon
Managerial implicaGons
Interested in joining a workshop?
Please register at tiny.cc/t4c or email
me at [email protected]
DISCUSSION
