Copyrights Elizabeth Sanders, MakeTools

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

8. 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

26. Participatory prototyping in the front end
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

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

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

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

32. Participatory prototyping in the front end
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

37. Participatory prototyping in the front end
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

42. 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

43. 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

44. 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

45. 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

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

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

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

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

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

53. 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