Service Design Days 2017 - Case study Philips Lighting (Maarten Pieters)

Co-creatingdesirable,seamlessandmemorableexperiencesMaartenPieters

HeadofCo-creation&PeopleInsight

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Whyisco-creationrelevantforusnow?

Today,weexpectmorefromourinfrastructures

Dynamicschedulingprovidestherightlight

Lightingdimmedinindustrial

area

100%lightoutputforfootpathsthroughthecitypark

Wecanmakeadifferenceincityfarming,feedingtheworld

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Richlightexperiencesinyourconnectedhome

Source:www.thecocreators.com

transition point

collaborate

dominate

send

closedpowerparadigm

open

interact

co-creationparadigm

Source:The7PrinciplesofCompleteCo-creation

Whatisco-creation?Andwhenisitmosteffective

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Confusionaroundco-creation

ideation

feedback

participation

end-uservoicemarketresearch

partnership

brainstorm

crowdsourcing

engagement

openinnovation

co-design

designthinking

targetgroupconnection

Completeco-creationisthetransparentprocessofvaluecreationinconsequent,productivecollaboration with,andsupportedbyallrelevantparties,withend-users

playingacentralrole

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Co-creationismosteffectivewhendone‘completely’

Source:The7PrinciplesofCompleteCo-creation

Weaimtoinvolvethosewhowearecreatingforintotothedevelopmentprocess

Discover Define Develop Deliver Measureandlearn

Optimize

Get our new book on completeco-creation!

A comprehensive how-to co-create handbook with a unique and practical view on co-creation, placing end-users at the core of any co-creation process.

Follow the link: http://www.bispublishers.com/the-7-principles-of-complete-co-creation.html

CreativeEnd-userSessions

Co-creation with end-users inthelead

UniversityCollaborations:• Tsinghua University, Beijing• Simon FraserUniversity, Vancouver• TUDelft• Design Academy• Avans Hogeschool Breda• NHTV University ofApplied Sciences• Tilburg University• ShihChien University, Taiwan

OnlineBetaCommunitiesHue

DesigntoDesignDesign-focused exchanges withmarket-leading companies suchasDecathlon, Jaguar, Land Rover andNike

CreativePlaygrounds DesignWorkshops/Makerspaces• Vitra workshop• London School ofEconomics:Social design workshop

• Architects Association:Summer school

• Makerspaces

Eindhoven’sQuadrupleHelix

Montgomeryoverpass

architects

lightdesigners

municipality

residents

infrastructure

policymakers

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Hueoutdoorstrip

HUE range

SmartCityWorkshop

Futurestoreconcept

Barriers

Top10barrierstoco-create1.Stickingtowhattheyknow2.Wealreadyknowwhatcustomerswant3.It’sdifficulttofindtherightpeople4.End-userscan’tcomeupwithgoodideas5.Notspeakingthesamelanguage(techtalk)6.Scaredtoshare/secrecy7.Underestimatingwhatittakestoco-createwell8.Fearofhearingsomethingtheydon’twanttohear9.Notknowing,whatyoudon’tknow10.Notpartofproductcreationprocess

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1. Everydayrepeatandexplain

2. Takingpeoplebythehandanddoitwiththem

3. Addressfearsandassumptions,makethemcomfortable

4. Makethemunderstanditisintheirbestinterest

5. Smallwinsleadtobiggerwins

Howtoovercomebarriers

#1

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KeepCo-creating!Linkedin:MaartenPieters

maarten.pieters@philips.com