User Experience Fundamentals, Part 4: Co-Creation

2. WEBINAR User Experience Fundamentals, Part 4: Co-Creation Kelly Price, Researcher February 22, 2017. Call in at 10:55 a.m. Eastern time

4. Agenda • Introduce and define co-creation. • Who do you co-create with? • Where does co-creation happen? • What are co-creation activities? • When does co-creation apply in product development? • How to ensure your co-creation efforts are a success.

5. UX methods and tools

6. UX methods and tools

7. Co-creation is a process of active collaboration between employees, stakeholders, customers, and other experts for the improvement or innovation of mutually beneficial products, services, or experiences.

8. The evolution of customers in the design process co-creator participant adapter user consumer customer 1980s 1990s 2000s Source: Liz Sanders

9. Why co-create? Research pyramid Make Tacit knowledge that expresses what people, know, feel, and dream Do How people behave captured through observation Say Explicit knowledge captured through interviews

10. More reasons to embrace co-creation • Increase customer empathy • Create a better shared understanding with colleagues and stakeholders • Get a fresh perspective on your business • Develop breakthrough new ideas • Connect with stakeholders, partners, and customers • Speed up your design process without sacrificing quality

11. Who can you co-create with? Colleagues Customers Business partners Stakeholders

12. Most customers are willing to co-create . . .

13. . . . But some are more qualified than others QUESTIONS TO ASK WHEN CHOOSING CO-CREATION PARTICIPANTS • How creative and imaginative is this person? • Is this person articulate and opinionated? • Is he or she confident when faced with the unfamiliar? • Do they consider many options before making decisions? • Do they have high or specialized knowledge about the category? • For customers, does this person match the attributes of the persona(s) we’re designing for?

14. Finding customers to co-create with Source: How To Recruit Customers For Research Forrester report

15. Where does co-creation happen? Location Number of people • Research facility • Offsite, neutral location • Customer context • In the wild • One-on-one • Small groups • Large groups (workshops) • Open and unlimited

16. One-on-one between facilitators and co-creators Use when: • You don’t have time to build in separate co-creation sessions. • Trying to understand personal topics like frustrations, feelings, and dreams. • Testing early design ideas as a precursor to group sessions.

17. Small informal groups Use when: • Co-creation partners are short on time or have unpredictable schedules. • Engaging in on going co-creation with a core set of customers or employees. • As precursors to a formally scheduled workshops.

18. In the wild Use when: • Designing experiences that affect large and diverse groups of people. • Testing and refining ideas that occur in physical spaces. • Looking for co-creators to work with in more formal sessions.

19. With co-creators in context Use when: • Designing experiences where physical location has a significant impact. • Testing and refining prototypes to ensure they’re grounded in users’ needs.

20. Co-creation workshops Use when: • Including a variety of co-creators (customers, stakeholders, and partners) is a top priority. • Synthesizing findings from smaller or individual sessions. • Working with a coach to start your firm’s co-creation journey.

21. What are co-creation activities? Narrate Create Co-creators generate ideas and create prototypes. Co-creators communicate what they need, want, and believe through stories. Co-creators provide their preferences for how an idea or solution would become a part of their lives. Co-creators make tradeoffs, connections, and definitions of value for ideas and existing solutions. Prioritize Contextualize

22. What are co-creation activities? Narrate Create Collaging Storytelling Group sketching Experience models Co-creators generate ideas and create prototypes. Co-creators communicate what they need, want, and believe through stories. Mind map Motivation matrix Lego serious play Design games Rough prototyping Experience timeline Co-creators provide their preferences for how an idea or solution would become a part of their lives. Issue cards Co-creators make tradeoffs, connections, and definitions of value for ideas and existing solutions. 3D participatory modeling Affinity diagram Role playing Prioritize Contextualize

23. What are co-creation activities? Narrate Create Collaging Storytelling Group sketching Experience models Co-creators generate ideas and create prototypes Co-creators communicate what they need, want, and believe through stories. Mind map Motivation matrix Lego serious play Design games Rough prototyping Experience timeline Co-creators provide their preferences for how an idea or solution would become a part of their lives Issue cards Co-creators make trade-offs, connections, and definitions of value for ideas and existing solutions 3D participatory modeling Affinity diagram Role playing Prioritize Contextualize

24. Mind maps for broad ideation

25. Mind maps for user tasks Upload photos Organize photos Write captions for photos Manage my profile Delete photos My dating app Share my profile Share on Twitter Learn more about someone Browse their photos Share on Facebook Read information about them Delete my profile View our match % View what we have in common Find matches Email a profile to a friend Recommend matches to friends See suggested matches Introduce Barb to matches See recently visited matches Search for a match

26. What are co-creation activities? Narrate Create Collaging Storytelling Group sketching Experience models Co-creators generate ideas and create prototypes Co-creators communicate what they need, want, and believe through stories Mind map Motivation matrix Lego serious play Design games Rough prototyping Experience timeline Co-creators provide their preferences for how an idea or solution would become a part of their lives Issue cards Co-creators make trade-offs, connections, and definitions of value for ideas and existing solutions 3D participatory modeling Affinity diagram Role playing Contextualize Prioritize

27. Experience models USING TOOLS TO IMAGINE THE IDEAL FLOW OF A FUTURE EXPERIENCE

28. What are co-creation activities? Create Narrate Collaging Storytelling Group sketching Experience models Co-creators generate ideas and create prototypes Co-creators communicate what they need, want, and believe through stories Mind map Motivation matrix Lego serious play Design games Rough prototyping Experience timeline Co-creators provide their preferences for how an idea or solution would become a part of their lives Issue cards Co-creators make trade-offs, connections, and definitions of value for ideas and existing solutions 3D participatory modeling Affinity diagram Role playing Prioritize Contextualize

29. Experience timelines VISUALLY DESCRIBING HOW AN IDEATED FUTURE EXPERIENCE WOULD PLAY OUT OVER TIME

30. What are co-creation activities? Create Narrate Collaging Storytelling Group sketching Experience models Co-creators generate ideas and create prototypes Co-creators communicate what they need, want, and believe through stories Mind map Motivation matrix Lego serious play Design games Rough prototyping Experience timeline Co-creators provide their preferences for how an idea or solution would become a part of their lives Issue cards Co-creators make trade-offs, connections, and definitions of value for ideas and existing solutions 3D participatory modeling Affinity diagram Role playing Prioritize Contextualize

31. Users, experts, and designers used role playing to understand the interaction between different groups, context, and mobility when designing a new wireless network at Helsinki University of Technology.

32. Combining role play and 3D models

33. When does co-creation occur? Narrate Create Plan Launch Support Design Prioritize Test Build Contextualize

34. When does co-creation occur? Narrate Understand needs and test preliminary solutions Plan Launch Support Design Test Build

35. T. Rowe Price discovers critical gaps in an experience

36. When does co-creation occur? Narrate Understand needs and test preliminary solutions Generate ideas and co-create design concepts and prototypes Create Plan Launch Support Design Test Build

37. DHLideates new delivery service offerings

38. When does co-creation occur? Narrate Understand needs and test preliminary solutions Generate ideas and co-create design concepts and prototypes Create Plan Launch Support Design Refine ideas and make tradeoffs about how to solve problems Prioritize Test Build

39. Blue Cross Blue Shield improves customer communication

40. When does co-creation occur? Narrate Understand needs and test preliminary solutions Generate ideas and co-create design concepts and prototypes Create Plan Launch Support Design Refine ideas and make tradeoffs about how to solve problems Prioritize Test Build Iterate prototypes until they are ready for primetime Contextualize

41. Dagens Nyheter examines prototypes in context

42. How to make co-creation work: rethinking roles

43. From user to co-designer: the four levels of creativity Level Type Motivation Purpose Example Creating Inspiration ‘express my creativity’ 4 Dreaming up a new dish 3 Making Asserting my ability or skill ‘make with my own hands’ Cooking with a recipe 2 Adopting Appropriation ‘make thing my own’ Embellishing a ready-made meal 1 Doing Organizing spices Productivity ‘getting something done’

44. Researcher: from translator to facilitator Level Type Motivation Purpose Example Offer a clean slate Creating Inspiration ‘express my creativity’ 4 Dreaming up a new dish Provide scaffolds 3 Making Asserting my ability or skill ‘make with my own hands’ Cooking with a recipe Guide 2 Adopting Appropriation ‘make thing my own’ Embellishing a ready-made meal Lead 1 Doing Organizing spices Productivity ‘getting something done’

45. Looking forward: the hybridization of designers

46. Incorporating co-creation in your research portfolio

47. Keys to success with co-creation • Start small and gradually increase your co-creation efforts over time. • Invest in co-creation coaches not consultants. • Incorporate “warm-up exercises” into sessions especially with co-creation novices. • Prioritize a distinct portion of the design process to focus on in co-creation workshops. • Socialize what you learn in co-creation sessions.

48. Want to learn more? Forrester can help • Forrester offers in-person workshops that help clients get more in-depth expertise on co-creation and other UX methods: • Host an onsite, one-day workshop for you and your team at your office facilitated by Forrester analysts. • Attend a multiclient workshop at one of Forrester’s offices. • Q2 2017 in Forrester’s London Office (final date TBA) • Q3 2017 in Forrester’s Cambridge, San Francisco, and New York offices (final dates TBA)

49. Kelly Price +1 415-294-8027 kprice@forrester.com