crowdsourcing vs. experience co-creation
DESCRIPTION
Comparing two emerging concepts for a sustainable innovation processTRANSCRIPT
Crowdsourcing vs. Experience Co-CreationComparing two emerging concepts for a sustainable innovation process
Where you can drink a coffee with us
A traditional innovation process
Organization
The sofa – traditional R&D
More durable surface
Focus on design
What were the results from the customer
survey?
How can the sofa be re-cycled?
Organic material
How is the soft assembled ?
Colorful
Gain new perspectives, avoid commoditization
6
Crowdsourcing or outsourcing to the mass
What is Crowdsourcing?
Crowdsourcing invites crowds to submit, discuss, refine and rank ideas or other contributions via the web to
arrive at what have been proven economically as the most-likely-to-
succeed solutions. (chaordix.com)
The client has an idea and we will work together to solve it
1 2• Initiative activated by a
client• Outsourcing task• Problem broadcasted
to unknown group
• Idea generation• Co-ideation• Prioritization (voting)• Return the idea to the
client
The crowdThe client
9
Some facts about Crowdsourcing
• Worldwide participation• The task ranges from highly specialized to simple operational
ones• Remotely work• “Micro-chunks” project management (30min)• “Spare time” workers• Crowds is diverse (diverse specialists)• Most of the ideas do not have a high quality• The is auto-organized and filters, finds and qualifies ideas• There are no wages or low wages paid• No written contracts exit (in the best case are only IP’s recorded)
Crowdsourcing does not increase the amount of talents – the process makes it possible to find and leverage them
Experiences are the sum of interactions and emotions
(Kevin Robers, Lovemarks)
“If you think it is too small to cause an impact, try to sleep with a mosquito”
How do we define experience?
An experience stimulates and satisfies individually the senses of the interactor
(customer or value chain agents) by creating an emotional connection. It
further transcends the traditional vision of products and services.
Experiences and their benefits
Experience(Personalized, involves all senses, higher focus/concentration during the process, altered perception of
time, creation of an emotional connection, unique process with an intrinsic value for each party, offers a reflection/stimulation)
B2B B2C• Increase of transparency between the parties• Win-Win solutions for the participating
agents • Creation of a unique competitive value
proposition • Mobilization of the value chain turning
innovation into a joint activity• More trustful relationship between the
parties• New insights from the agents and the clients
of the agents• Access to new agents in the value chain
B2E• Creation of a meaningful experiences• Coherent experience creation at all company
touch points• Emotional connection • Sustainable brand relationship• Dialogue, access and transparency between
the parties• New insights based on usage and experiences
of products and services• Process changes and customer integration
Paradigms are shifting
• Products• Technology• Materials• Processes• Design• Time to market• Viability• Services
• Transcend the traditional P&D
• Focus on interactions
• Emotions• Personalized
Experience
Problem solving Customer integration
There exists two experience co-creation platforms
1 2
Internal Experience Co-Creation
Organization Stakeholders
1• Collaboration based on
experiences• Co-Creation and validation of
ideas with stakeholders• Robust, high quality ideas• Integration of value chain
agents and stakeholders• Change in the mind set• Preparing the company for the
continue process• System thinking
Experience Co-Creation integrates the customer
Can I create my own textile pattern?
My apartment is quiet small, can I shrink it?
My back hurts, does the sofa adapt itself?
How my wife and can watch two different movies at the same time? Could the sofa measure
my weight automatically and upload it online into my fitness program?
Is the seat heated?
Is there a massage system integrated?
My apartment is quiet small, can I shrink it?
Can I want access the internet?
Different experiences and views create new qualitative ideas
Company network
Client/agent networks
Co-Creation and collaboration environment
Company
Suppliers
Comfort
Research
Designers
Partners...n
Market
Nintendo
Heath pages
Community
Electronic companies
Industry
Experience environments are extending itself off and online
Fitness Couch Potato
Customize
External Co-Creation Platform
2Company offers...
• Touch points• Transparency• Dialogue• Technological platform• Increasing the user experience• Connection and exchange of
experience• Recognition
And , so what!
Two kind of innovation processes
Experience Co-CreationCrowdsourcing
• Outsourcing• Problem solving (defined
premises)• External Process• Lot of ideas, majority low quality• Win situation for the clients (not
necessary for the company)• Product innovation• On time innovations• Increase in brand recognition and
word by mouth marketing• Accesses diverse talents
• Integration of diverse agents• Initial premises can change during
the process• Cultural sensibilization • Internal (cultural) and external
process (customer)• Robust, experience platforms and
innovation proposals (idea quality)• Creation of a win-win situation• Unique value proposition and
market differentiation• Process, product, business
innovation• Continuous innovation process
Innovation activists and experience designers
(click on the images to access our LinkedIn profile)
Image sources
Slide 6:http://www.jasonkolb.com/photos/uncategorized/2007/10/01/wisdomofcrowds.jpg
Slide 13http://www.furniturestoreblog.com/2008/05/16/nea_studio_modern_sofa_and_daybed_with_a_twist.html
Slide 17http://tapecariasilvia.googlepages.com/Chelsea20Sofa.jpg/Chelsea20Sofa-full.jpghttp://digitaldrops.com.br/drops/wp-content/uploads/2009/02/athena_sofa.jpg
Slide 20http://www.flickr.com/photos/va1kyr/2613519716/sizes/o/
Slide 23http://www.flickr.com/photos/amandamacedo/2763806462/