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Using User Research and Co-Creation for Disruptive Innovation



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César Astudillo - Managing Partner at Designit Madrid, gave a lecture to the European Customer Experience Group at Telefónica, about how human-centered techniques such as user research and co-creation can be repurposed to generate radical innovation.

Using User Research and Co-Creation for Disruptive Innovation

  1. Using user research and co-creation for disruptive innovation César Astudillo - Managing Partner @cesarastudillo 1
  2. Product Business Service Interaction Environmental Brand-comm... Europe’s largest strategic design firm 2
  3. 3
  4. we human-centered design practicioners 4
  5. communication design product design interaction design service design 1996 2013 business design 5
  6. Co- Creation User Research we’ve learnt to rely 
 on two dependable tools 6
  7. but are they up to the task of radical innovation? 7
  8. 2007 2001 2015 ? Can user research and co-creation still be useful in the future? I’d like to share some experiences and intuitions on that subject 8
  9. Generative evaluative User research before design enquiry after design testing design/construction 9
  10. Evaluative research is being used less and less 10
  11. But it’s always useful, and it’s never late to do some enquiry introducing generative research 
 in time of evaluation 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. Generative research is no longer seen 
 as a silver bullet either 16
  17. Twitter Facebook iPod Violin Carton wine have been done either without or against user research 17
  18. This feels so crazy! Who’d want to try blindfolded archery? 18
  19. Generative research:
 We must be
 doing it wrong. 19
  20. We have made a divide between researchers and designers 20
  21. We must work together through demand definition, fieldwork, analysis, and interpretation 21
  22. We started by letting designers define information demands for research. We failed. They can’t. 22
  23. Introducing the Theory of Primary Generator incomplete data > subjective judgment knowledge values > conjecture > analysis 23
  24. Give an experienced designer the incomplete problem definition Let her come up with an
 uninformed design Let a researcher interview the
 designer to extract information demands 24
  25. introducing evaluative
 in time of generation 25
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  27. 27
  28. 28
  29. Let a researcher and a designer define information demands together do some fieldwork together codify and analyze data together interpret results together conceptualize solutions together and things start to happen! 29
  30. inquiring about needs and expectations inquiring about meaning and potential 30
  31. research
 outcomes that describe research outcomes that problematize 31
  32. detachment as analytical tool obsession as analytical
 tool and brand purpose can be an excellent source of obsessions! 32
  33. sharing
 results using
 models sharing
 results using
 dramas 33
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  38. by mixing its generative and evaluative capacities by joining the unique strengths of researchers and designers with the aim of conceiving futures not expected but possible, not desired by desirable let’s turn user research into a power tool 38
  39. on to... 39
  40. co-design participative design interdisciplinary teams design thinking sticky notes on walls... Co-creation comes in many flavors, is known under many names 40
  41. 41
  42. We embraced co-creation in 2007 when we adopted Basadur’s Simplexity process problem finding à facts à challenges à ideas à selecting à planning à acceptance à implementation 42
  43. stimuli à facts à challenges à synthesis à prototyping After hundreds of workshops, we work with a flexible process but in a typical workshop we work like this: 43
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  49. stillborn projects jack-in-the-box stakeholders vampire projects ...and it sure helps! Myself, I lived co-creation as a relief from 
 some of my worst 
 design project pains... 49
  50. triangulation shared vision prioritization There are three things that keep me in love with co-creation 50
  51. There’s one thing at which co-creation brings mixed results idea generation 51
  52. And there’s one extremely dangerous thing about co-creation mediocre consensus meh meh 52
  53. Attitude towards co-creation
 goes through three stages: ritual oracle conversation 53
  54. Co-creation can lead to better and quicker problem understanding and organizational buy-in 54
  55. Co-creation enriches design by informing and inspiring it 55
  56. Co-creation is participatory but not democratic Everybody must be listened, but majority does not rule 56
  57. Mere facilitation doesn’t cut it. Co-creation needs creative leadership (not that it can’t be
 collective or rotating) 57
  58. Creative leadership in complex organizations requires a worthwhile purpose an amazing superpower a mobilizing discourse 58
  59. two final conclusions... 59
  60. User research and co-creation give us maps. You can use a map to: find the path of least resistance, find the shortest path to a given destination, set promising destinations, plan worthwhile journeys... 60
  61. Let’s take responsibility for empowering and inspiring our customers and internal clients be the best they can be. let’s act as coaches Let’s not act as bartenders 61
  62. Thank you! 62 @cesarastudillo