mapping living labs esteve almirall
DESCRIPTION
3rd ENoLL Living Lab Summer SchoolTRANSCRIPT
“Innovation isn’t what innovators do. It’s what customers adopt” !”
Michael Schrage, MIT
<1>What?
Living Labs =
co-creation with users early on in the development
in real-life environments
teleictus
Teleictus (2007 – 2009) implementation of a system for remotely diagnosing and treating ictus (brain stroke). Pre-Commercial Gap
− Inexistence of a complete solution. − Availability of High Speed infrastructure.
The Role of Users − Existence of a “Champion”. − Co-creation of the service. − Co-creation of parts of the solution.
The Role of the Living Labs organization − Creation of an “innovation arena”. − Selection, Formation & Coordination − Fostering co-creation.
<2>Living Labs as Open Innovation Intermediaries
Open Innovation
? who invented the mountain bike
Sources of New Ideas and Innovation
Academia
Associations, trade groups, conference boards
Competitors
Consultants
Customers
Business partners
15 25 35 45% 45% 35 15 25
Internet, blogs, bulletin boards
Other
R&D (internal)
Sales or service units
Employees (general population)
Think tanks
External Internal
IBM Global Benchmarking Program | IBM 2006 |
Open Innovation
Living Labs as an Open Innovation Intermediary that aims to provide structure and
governance to user involvement
<3>Why users ?
R & D ?
high level
mid level
ground level
high level
mid level
ground level
products and services
know
how
1. Science is global. a) Ideas. b) People. c) Technologies.
2. Diffusion fostered by “publish or perish”.
3. Much of it is PUBLIC.
Kleiner Perkins Portfolio (81 companies) 49 (60%) develop mid-level goods and services for
use by other business. 23 developing enterprise software 6 instruments used in hospitals 20 IT equipment
19 Ground level consumer goods and services 3 network / community companies 2 e-commerce 2 providers of information (mobile) 1 distributor of movies over the Internet 1 photoneumatic therapy 1 financial services 1 restaurant guide (Zagat) 4 developing treatments
13 high level products and services 6 alternative energy companies 1 fuel cells 1 portable electronic devices 1 codecs 4 semiconductor industry 1 bio-technology
User Contributions
1. Living Labs observe user-lead practice in diffuse social contexts.
2. Living Labs identify and codify tacit and practice based knowledge.
3. Living Labs diffuse tacit and practice based knowledge into ad-hoc innovation networks.
4. Living Labs operate at mid-low level innovation strata.
<4>Why real-life environments ?
In a complex, multi-stakeholder environment is not about
finding the right answers, is about finding the right
questions
Product evolution or Interpretation of meaning
1. Living Labs perform context-based experimentation in order to generate local modifications within existing socially negotiated meanings.
2. Living Labs perform context-based experimentation in order to generate new socially negotiated meanings for products and services.
<5> Innovation as a societal process where adoption plays an important role
?
how did we get here
Who is going to buy an overpriced ($400 in 2001), low capacity (5GB), cheap plastic look, proprietary, with a 2” monochrome screen, music player with no usb (firewire only) support, no windows support, no replaceable battery that only lasts 10h.?
World’s spending in electronics by country -2007 New York Times – Sept 4, 2008
(data source Euromonitor Intl.)
2001 2009 2007
1) Sophisticated users. 2) Eager to try new & pretty
imperfect things. 3) Adopt them & integrate
them in their daily lives. 4) Changing lifestyles and
providing meanings.
<6>Mapping Living Labs
Lead Users Human Factors Ergonomics Usability Testing Open Source Participatory Design Design Driven Innovation Design Thinking Applied Ethnography Living Labs
real life environments
lab like settings
users as co-creators
users as subjects of study
real life environments
lab like settings
users as co-creators
users as subjects of study
user driven participatory design driven user centered
User driven
Participatory
Collaborative
User centered
Traditional
Google on-line experiments
Lego Mindstroms
need for user involvement in
capturing knowledge from users
No involvement
Highly involved knowledge
information users passive subjects
users co-create
Lab-like settings Real life environments
understanding preferences
surfacing needs
and tacit knowledge
type of knowledge
Exploration
Knowledge Capture
{surfacing needs/preferences domain specific Tacit knowledge
Validate fit Discover new uses/meaning Codify – context specific - preferences {
Living labs
Exploration
Knowledge Capture
Living labs
Fit+ experiment ! ü Technological
ü Social (needs, interface, preferences, meaning)
ü Economic (Business Model, Sustainability)
esteve almirall [email protected]