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How you can catalyze your business and create new meaningful value for you stakeholders
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Experience Co‐Creation and Designing InteractionsDesigning Interactions
How you can catalyze your business and create new meaningful value for you stakeholdersg y
How we see innovation
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What was first: the chicken or the egg?
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orCulture Processes
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Customers are informed and request value
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A traditional innovation generation process
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O i tiOrganization
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Companies define, customer should buy…BestBuy?
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You can help me to solve MY problem
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Why at all Experience Co‐Creation?
Ch i th i l l i
_____ ____ ______ __ _______ __ _____ ______• Change in the social logic • There is no longer a party that determines the rules and gives
commands______ _____
_______ __________ _____
• If customer have experiences something they less forget it• Experience create a higher loyalty, trust and brand perception
• Consumers self‐direct their needs _____ _____Consumers self direct their needs• Individual searches for needs satisfaction due to higher
networking and information availability
• Meaning searching customer• Meaning searching customer• Process of creating meaning can not be longer incidental
• Searching for not superficial value generation• Commodities saturated push needs and superficial satisfaction• Commodities saturated push‐needs and superficial satisfaction
• Long term competitive advantage• Customer experience and relationship for sustainable success
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• Value generation for all participants
Experience bens and transcends the limits
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_______ __________ __________ _____Experience
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P&D
Sometimes we think small things do not matter
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“If you think it is too small to cause an impact, try to sleep with a mosquito”
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(Kevin Robers, Lovemarks)
Experience and the sum of interactions
_____ ____ ______ __ _______ __ _____ ______emotions (single)______ _____
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tion
experience
g _____ _____or
y pe
rcep
t e (erlebnis)
vem
eani
ng
Sen
so
(multiple emotions)
giv
meaningful experience(multipleemotions)
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(Boswijk, Thijssen, Peelen)
How do we define experience?
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An experience stimulates and satisfies individually the senses of the interacter_____ _____individually the senses of the interacter (customer) by creating an emotional connection It further transcends theconnection. It further transcends the traditional vision of products and
services.
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What is an experience?
_____ ____ ______ __ _______ __ _____ ______• Personalized
• Involves all senses
• Higher focus/ ______ ____________ _____
_____ _____
• Higher focus/ concentration during the process
• Altered perception of _____ _____p ptime
• Creation of an emotional connection
• Unique process with an intrinsic value for each customer
Offers a• Offers a reflection/stimulation
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Culture of experience co‐creation
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Organization Stakeholders
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Experience Co‐Creation integrated the customer in the organization’s creation process
_____ ____ ______ __ _______ __ _____ ______Where would my friend sit?
I should feel like driving a Ducatti
Could I create and place my own logo on
the bike?______ _____
_______ __________ _____When the color would
not be orange
I would like to buy a “racing suit”/outfit that
combines with my_____ _____not be orange combines with my bike .
Is this bikeWho is using the same or similar
I would like to drive in the water
Is this bike receicable?
same or similar bicycle?
the waterMy apartment is quiet small, how to I store
my bike?The product is cool but the service....How can I track where my
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ychild is riding the bike?
The Co‐Creation Profile
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www.symnetics.com.br Fonte: Pesquisa H2R/Symnetics, 2007
From the traditional to the experience innovation taxonomy
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Old New
Process InteractionsProducts and services Experiences _____ _____Products and services Experiences
TechnologyExperience environments (on-line and off-line)
Human Resources IndividualCommunityy
Clients Individual
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Experience Co‐Creation practical applications
I ti d d i
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• Innovation and designOutcome: "Experience innovation.“
• Branding, customer insights, marketing, communication and salesOutcome: "Brand as the co created experience “ ______ _____
_______ __________ _____
Outcome: Brand as the co‐created experience.
• Process design, process performance and quality managementOutcome: "ECC‐enhanced process design.“
_____ _____• Information and communications technologyOutcome: "ECC‐enabled IT.“
• HR processes, leadership development, organizational change and cultureO "ECC h d HR “Outcome: "ECC‐enhanced HR.“
• Bottom of the pyramid, social innovation, citizen‐centric government and corporate social responsibility (CSR)Outcome: "Social innovation through co creation “Outcome: "Social innovation through co‐creation.“
• Strategy, strategic planning, corporate reporting and governanceOutcome: "Co‐created governance.“
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• Supply chainOutcome: "Co‐created supply chain (source: ECCP)
Wiki goes 2 car‐design
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http://www.cmmn.org/
Buy experiences – sweet moments
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www.symnetics.com.br
http://www.sweemo.com/
The Case
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http://www.senai.br
www.symnetics.com.br
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Initial idea
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_______ __________ _____The inicial idea was to
i t i iti ti_____ _____innovate new initiatives that increases the relationship with therelationship with the industry...
…but it turned out to be much richer
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Interactions hold meaningful value
_____ ____ ______ __ _______ __ _____ ______Activity Map Interactions Map
______ ____________ _____
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l f dd l
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Qualification and prioritization of interactions
Ideas Generation applying DART
Project participants were diverse, leading companies from 6 large sectors participated
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…and contributed in co-creation workshops with
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students, alumni, jobless former students, professors, directors
Creative workshops use multi‐space and multi‐sensorial stimulation
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Seeing, merging together
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An example of an interaction map
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Also not applied at SENAI prototyping experiences
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Experience environments
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Open House Alumni
Training
Integrated
PROJECT
environment_____ _____
The StudentPractical
The Student
in the
shop
Window
Practical
Training
For the
industryindustry
Based on the ideas strategic changes were suggested
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(Osterwalder)
Increase in direct and indirect results
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If you would like to share an other co‐creation story, please mail us:
_____ ____ ______ __ _______ __ _____ [email protected]
[email protected]@symnetics.com.br
marcelo@symnetics com br______ ____________ _____
_____ _____
_____ _____
www.symnetics.com.br
_____ ____ ______ __ _______ __ _____ ____________ _____
_______ __________ __________ _____
[email protected]@symnetics.com.br
d i l @ ti b
www.symnetics.com.br
[email protected]@symnetics.com.br
Where you can drink coffee with us
_____ ____ ______ __ _______ __ _____ ____________ _____
_______ __________ _____Munique
Basel _____ _____
Mexico - DF
Poznan
Salvador *
Fortaleza *
Bogotá
Lima
São Paulo
Buenos AiresSantiagoLuanda
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The creative commons license
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20 years of experience and...
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li tclientes
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Image Sources
_____ ____ ______ __ _______ __ _____ ______Slide 5: http://www.flickr.com/photos/tschoerda/379392562/sizes/o/
Slide 13: ______ ____________ _____
_____ _____
Slide 13: www.maketool.com
Slide 16: http://magento _____ _____http://magento-themes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg
Slide 23:Slide 23:http://www.paginalegal.com/wp-content/files/peticao-inicial.png
Slide 25:http://graphics8 nytimes com/images/2006/03/25/business/mgmt span jpghttp://graphics8.nytimes.com/images/2006/03/25/business/mgmt.span.jpg
Slide 34: http://www.flickr.com/photos/amandamacedo/2763806182/
www.symnetics.com.br
http://www.flickr.com/photos/tschoerda/379392562/sizes/o/