co-creation workshop
TRANSCRIPT
Co-Creation Workshop /Empower your Customers & Tap into The Wisdom of Crowds
June 16th, 2015
KL COMMUNICATIONS, INC.
RED BANK, NJ I SAN DIEGO, CA I 732.224.9991 I [email protected]
KLCOMMUNICATIONS.COM
Why Co-Creation?
80% of new products FAIL
90% of MR findings are ignored by the C-Suite
Maybe It’s Time For A Change…
Creativity is Problem Solving
It Begins With An Idea
Invite your customers to create solutions and solve problems
Allow for independent ideation first
IDEATECOLLABORATE EVALUATE
Ideas Develop Into Concepts
Customers and internal stakeholders work together
to turn ideas into concepts
Refine those concepts and their unique value
COLLABORATE
EVALUATEIDEATE
Applying Agile Iteration
To best weave customer inspiration into your
new product pipeline, think non-linear!
To achieve a constant funnel of new ideas for products
services we need to keep this co-creation process in
constant motion.
Co-Creation leads to ongoing inspiration, a continually
updating roadmap to new revenue.
Concepts Launch Faster &
With Greater Success
Evaluate final concepts
Validate go-to-market strategy
EVALUATE
COLLABORATEIDEATE
Nestle Pizza
Case Study
Innovation in Flavor Options
Innovation, Not Invention
Case Study:
Develop New Products & Line Extensions
OBJECTIVE
Identify new opportunities for innovation in frozen
pizza products across a variety of lines
PROCESS
Five challenges conducted simultaneously to
understand category and general product desires
SOLUTION
Themes reflecting customer tastes and
preferences for current and future product
lines identified
Delta Airlines
Case Study
Journey As Important As
Destination
OBJECTIVE
Redesign the advanced search feature on a
major airline’s website
PROCESS
As the top ideas emerged, one of the leading
authors actually submitted a mock-up design that
illustrated the key needs
SOLUTION
Key elements of this user design actually
outperformed other internal designs and were
incorporated into the final search engine
Create vs. React
Challenge Rules
Round
1
Round
2
Round
3
Typical Challenge IIEX Challenge
• Participants presented with Challenge
online, and have 3-5 days to ideate
• Ideas are masked – participants can’t
see others’ ideas until they post theirs
• Typically 75-100 ideas generated
• You have 2 minutes to work with your
table mates to come up with an idea
to address the Challenge
• We’ll only have time to look at 5 ideas
today
• Collaboration takes place online;
participants are encouraged over the
span of 3-5 days to work together to
build upon each others’ ideas
• Participants can comment on as
many or few ideas as they want
• We will have a 5-minute collaboration
session, where we talk about the first
5 ideas from you
• We’ll be leading you through quick
discussions about each idea
• Participants can vote online for their
favorite ideas, rank them in order of
preference
• There’s also a wallet option, to see
how much value participants place on
some ideas
• Write your favorite ideas in rank order
on the back of your business card
• We’ll tally results and announce
winners via email
Member
Experience
The ChallengeThink about this conference for a minute – the different workshops, sessions and showcases; your reasons for
attending; what you’ve learned so far; how well your expectations are being met.
Think about other conferences too – the good, the bad and the ugly. Really, think about all you’ve experienced and
draw on that to come up with some new and exciting ways to make the next iiEX even better. The sky’s the limit!
Now, with this in mind…. Let’s get to your Challenge:
Based on your needs, Design the Ideal iiEX Conference Experience!
Your goal is to present ideas for a new and exciting iiEX Conference experience – something that could ultimately
become the model for CONFERENCES of the FUTURE.
As you design your ideal conference experience, here are some questions to help guide you:
Describe your idea with as much detail as possible.
Where did you get the inspiration for this idea?
How would this better meet the needs of attendees? Presenters? Sponsors?
What makes this idea unique? How is it different from the current conference model?
NOTE: Please NAME your idea, so it’s easy to identify it during Collaboration and Evaluation
Chicago Tribune
Case Study
Develop an entertainment app for readers
Independent Ideation
Winning Idea /
1st Iteration
Collaboration
Tribune Web
developers created
schematics of top
three ideasHere is that same
idea further developed
after collaboration
and feedback from
other Tribune readers.
Agile iteration allowed
Website developers
to ideate along with
readers.
In Summary
Why Customer Co-Creation?
• Inspire your internal creative team
• Answers the “Why?” questions
• Agile Iteration Process
• Light the spark and disrupt away!
CREATEwith customers
NOT JUST FOR THEM
“I just wanted to say that I logged on for the first time today and had no
idea what to expect. THIS IS SUPER FUN. Thanks so much for putting
this together. I'm having a great time here in my cozy living room
interacting and brainstorming. This is sincerely the first time I have
really felt connected and inspired as [a customer]. So THANK YOU.”
Create Participatory Culture
Why Co-Creation?
75% of new products supported by CrowdWeaving
have SUCCEEDED!
83% of CrowdWeaving insights have made their
way to the C-Suite!
Maybe the Change Is Here…
Contact Info
Kevin Lonnie / President
Lisa Fuchs / Director Community Research Svcs
KL COMMUNICATIONS, INC.
RED BANK, NJ I SAN DIEGO, CA I 732.224.9991 I [email protected]
KLCOMMUNICATIONS.COM