Dissertation Summary Sophie Dobber MA Design Strategy and Innovation School of Engineering and Design Brunel University, London

1. Sophie Dobber
d i s s e rtat i o n s u m m a ry:
c o - c r e at i o n w i t h o n l i n e
c o m m u n i t i e s : a s t r at e g i c
experience design toolkit
for global brands

2. d e ta i l s
-
Sophie Dobber
MA Design Strategy and Innovation
Brunel University, London
School of Engineering and Design
Super vised by Dr Sharon Baurley
September 2013

3. summary index
1.
2.
3.
4.
5.
introduction
methodology
experience design toolkit
recommendations
key references
the fi na l outcome

4. intro
methodology
toolkit
recommendations
references
TOPI c
Tw o em erg ing trends:
c o - c re at io n
e x pe rie nc e
de sign
dissertation summar y

5. intro
methodology
toolkit
recommendations
references
dissertation summar y
defenition
“Co-creation is an
active, creative and social
collaborative process between
producers and users to
generate value for customers”
(Sloane, 2011)
c o - c re at io n
focus
...customer co-creation
...online communities
...innovation + marketing
trend
web 2.0

6. intro
methodology
toolkit
recommendations
references
defenition
“Experience design
encompasses th e design
of interactions with the
brand that engages
customers in a personal
way” ( Pine & Gilmore, 1998)
trend
focus shifted from
product design towards
experience design
e x pe rie nc e
de sign
dissertation summar y

7. intro
methodology
toolkit
recommendations
references
research problem
Lack of academic research
key question:
How to strategically design user
experience systems for co-creation
communities of global brands?
dissertation summar y

8. intro
methodology
toolkit
recommendations
references
Aim
To create an experience design toolkit for
the strategic development of co-creation
communities.
Beneficiaries
Strategists within a corporate organization
or external co-creation agencies
Scope
Strategies and systems
dissertation summar y

9. intro
methodology
toolkit
recommendations
references
dissertation summar y
methodology framework
- Case st u dy bas ed
- 5 resea rch tools
explore & define
identify
rese arc h
proble m
scope
the topic
research
conduct
secondary research
1 .Literature re vie w
2 .Case stu die s
develop & deliver
conduct
primary research
3 . Co mmu n it y o bs e r va t io n s
4 . Us e r In s ig h t s e s s io n s
5 . Ex pe r t in t e r vie ws
analy s e &
d i s cus s
d ev elop
toolki t

10. methodology
intro
toolkit
recommendations
references
1 Literature review
-
Key literature: refere n c e se c t i o n
dissertation summar y

11. methodology
intro
2
-
toolkit
recommendations
references
Case studies
12 cas e s tudies
Identify strategies and e x p l o re t h e sy st e m s
Assemble data in temp l at e s
S ources: journal artic l e s, b o o k s, b l o g s,
Yout ube, Google ima g e an d o t h e r w e b si t e s
dissertation summar y

12. intro
methodology
toolkit
recommendations
references
dissertation summar y
example
case studies
audi virtual lab
&
mcdonalds
mein burger

13. methodology
intro
toolkit
recommendations
references
va o
3 Ob lserom mutnii ti e sn s
o n on in e c
-
15 obs er vations
Id entify strategies and e x p l o re t h e sy st e m s
Insi g hts into us er beh av i o r
dissertation summar y

14. intro
methodology
toolkit
recommendations
references
dissertation summar y
example
case studies
n i k e ID
&
heineken ideas
brewery

15. methodology
intro
4
-
toolkit
recommendations
references
User in sig h t s
sessions
12 sess ions (+/- 45 m i n u t e s)
P ot ential users of car b r an d c o m m u n i t i e s
2 communities
Insi ghts into the us er p e rc e p t i o n
S er vice design techn i q u e s
dissertation summar y

16. intro
methodology
toolkit
recommendations
references
dissertation summar y
TEST
COMMUNITIES
b m w c o - c r e at i o n l a b
&
FORD SOCIAL

17. methodology
intro
5
-
toolkit
recommendations
references
E x p ert i n t e r v ie ws
dissertation summar y
robin Go
o
dwin
S o c ia l p s
y c h o lo g is
t
B ru n e l U n
iv e rs it y
P ro fe s s o r
5 i n-depth inter views
F ace-to-face
Jeanelle Ramadam
Dig ital me rch and isin g
Nik e
Glo bal bra nd
Maarten Zin
k
stok
In no va tio n sp ec
ia lis t
S un id ee
In no va tio n ag en
cy
Felix David Koch
Dir ect or
Pro mis e Co mm uni spa ce
Co -cr eat ion con sul tan cy
L u c y H a n d ly
Com mun ity man ager
Prom ise Com mun ispa ce
Co- crea tion con sulta ncy

18. intro
methodology
toolkit
recommendations
references
dissertation summar y
insights into:
nike plus
&
the promise
communispace
concept

19. intro
methodology
toolkit
recommendations
references
dissertation summar y
s t r at e g y
development
the design toolkit
experience
system

20. intro
methodology
toolkit
recommendations
references
dissertation summar y
community
type
cr
INTERACTION
ea
purpose
te
st
or
y
ta r g e t
audience
event
event
event
brand
identity
p l at f o r m
1 . s t r at e g y d e v e l o p m e n t
2. experience system

21. intro
methodology
purpose
i n n o vat i o n
marketing
toolkit
recommendations
ta r g e t
audience
p r i vat e
p l at f o r m s
public
p l at f o r m s
references
dissertation summar y

22. intro
methodology
purpose
i n n o vat i o n
insights for
innovation
innovative
idea/concepts
toolkit
recommendations
ta r g e t
audience
p r i vat e
p l at f o r m s
selected
group
lead
users
engagement
and insights
users &
fans
sales/brand
development
the crowd
marketing
public
p l at f o r m s
references
dissertation summar y

23. intro
methodology
toolkit
recommendations
references
dissertation summar y
community
type
purpose
i n n o vat i o n
ta r g e t
audience
p r i vat e
p l at f o r m s
examples
selected
group
1
i n n o vat i o n
community
- P rom i s e Com m uni s pace
- A udi vi rtual l ab
lead
users
2
idea contest
community
- Hei neken i deas Brewery
- BM W co-creati on l ab
engagement
and insights
users &
fans
3
engagement
community
- Ni ke pl us
- Ford s oci al
sales/brand
development
the crowd
4
crowdsourcing or
m a s s c o s t u m i z at i o n
community
- Ni ke ID
- M cD onal s ‘ m ei n burger’
insights for
innovation
innovative
idea/concepts
marketing
public
p l at f o r m s

24. intro
methodology
toolkit
recommendations
references
community
type
ta r g e t
audience
brand
identity
te
ea y
cr or
st
purpose
dissertation summar y

25. intro
toolkit
methodology
recommendations
references
dissertation summar y
p l at f o r m
v i r tu a l s pace in w h ich t h e
sto ry t akes place
+
EVENT s
th e a ct ivit ies available
w i th i n t h e co mmu n it y. F or
e xa m p le: a co n t es t , on lin e
po l l or a s h arin g co n t en t
tool
+
INTERACTION
event
event
event
interaction
th e h u man t ou ch wit h t h e
even t
=
experience
system
p l at f o r m

26. intro
methodology
toolkit
recommendations
references
dissertation summar y
types
project based
- t empo rary stor y
- even t aft e r ev ent
examples:
- BMW co-creation lab
- Audi virtua l lab
p l at f o r m
circular system
- o n g o in g stor y
- s everal events at the
s ame t ime
examples:
- Nike plus,
- Ford social
t h e p l at f o r m
=
vir tu a l spa c e

27. intro
methodology
toolkit
references
dissertation summar y
st
or
y
st
the events
should capture
parts of the
overall story
recommendations
or
y
event
event
event
s
or
t
y

28. intro
methodology
toolkit
recommendations
references
dissertation summar y
the heterogeneous user base requires
a n i n t e r a c t i o n s y s t e m t h at a l l o w s
them to have personalized experiences

29. intro
toolkit
methodology
recommendations
references
dissertation summar y
high
personalized experience:
type of
interaction
submitting
content
level of
pa rt i c i pat i o n
e d u c a tiv e
e x p er ie n c e
commenting
voting
en t e r t a in in g
ex p e r ien ce
Low
reviewing
provide opportunities for different
t y p e o f i n t e r a c t i o n s at t h e s a m e t i m e

30. intro
methodology
toolkit
recommendations
references
r e c o m m e n d at i o n s
T h i s research res ulted in a d e si g n t o o l k i t fo r st rat e g i st s w h o
a r e i nvol ved in the devel o p m e n t p r o c e ss o f c o - c re at i o n
c o m m uni t i es . They can u se t h i s t o o l k i t as a su p p o rt i v e
i n st rument for the s trategic d e v e l o p m e n t o f u se r e x p e r i e n ce
s y st ems f o r co-creation com m u n i t i e s o f g l o b al b ran d s.
N ot e: t he des ign toolkit is a t h e o re t i c al e x p e r i m e n t . T h e re fo re ,
i t need s t o be tested and ad j u st e d w h e r e n e c e ssar y b e fo re
f u l l y i mp l ementing it in the d e v e l o p m e n t p r o c e ss.
dissertation summar y

31. intro
methodology
toolkit
recommendations
references
dissertation summar y
key references
A c ad emi c bo oks
J ou r n a l a rt i c l e s
Ches b rou gh , H . ( 2 0 0 4 ). Op e n I n n o v a t i o n : T h e ne w I me r a t iv e
fo r C reat in g an d P ro f i t i n g F o r m Te c h n o l o g y. H a r v a rd B usine ss
School P res s .
Adje i, M., Noble , C., & Noble, S . (2012). Enhanci ng
re la t ionship w it h c ust ome r s through onl i ne brand com m uni ti es .
MI T Sloa n ma na ge me nt re v iew , 53 (4), 21-24.
Pine , J . , & G im ore , J . (1 9 9 9 ). T h e e x p e r i e n c e e c onomy.
Harv erd b u s in e s s sc h o o l p re ss .
Fulle r, J., & Ma t z le r, K . ( 2007). V i rtual product experi ece and
c ust ome r pa r t ic ipa t ion - a c hance for cus tom er-centred, real l y
ne w produc t s. Te c hnov a t ion , 27, 378-387.
Prahalad , C . , & K r i s h n a n , M . (2 0 0 8 ). T h e n e w a ge of
in n ov a tion ; d r ivin g c o -c re a t e d v a l u e t h ro u g h globa l ne t w or k s.
Ms Gr a w H ill.
Na mbisa n, S., & Na mbisa n, P. (2008). How to profi t from a
be t t e r v ir t ua l c ust ome r e nv ironm ent. 49 (3), 52-61.
Prahalad , C . , & R a m a swa my, V. (2 0 0 0 ). Co -o pt ing c ust ome r
com p et e n c e . H ar v a rd b u s i n e s s re v i e w , 7 9 -8 7.
Pr a ha la d, C., & R a ma sw a my, V. (2000). Co-opti ng cus tom er
c ompe t e nc e . Ha r v a rd busines s revi ew , 79-87.
Prahalad , C . , & R a m a swa my, V. (2 0 0 4 a .). T h e fut ure of
com p et ition . H B S P re ss.
Pr a ha la d, C., R a ma sw a my, V., & a. (2004b. ). Co-creati on
e x pe r ie nc e : t he ne x t pr a c t ic e i n val ue creati on. Jour nal of
I nt e r a c t iv e Ma r ke t ing .
Prand elli, E. , Sa wh n e y, M ., & Ve ro n a , G. (2 0 0 8) . Colla bor a t ing
w ith C u s tom er s to I n n o v a t e . E d wa rd E l g a r P ublishing, I nc .
Slo an e, P. ( 2011) . A g u i d e t o o p e n i n n o v a t i o n a nd
cro w d s ou rcin g. K o g a n P a g e .
Stick d or n , M . , & S c h n e i d e r, J . (2 0 1 0 ). T h i s i s Se r v ic e De sign
Th in k in g. B IS P u b l i s h e r s .
Ramas w am y, V. , & Go u i l l a r t , F. (2 0 1 0 ). T h e p o w e r of c ocrea tion . F ree Pre ss.
vo n H ip p e l, E. ( 20 0 5 ). D e mo c r a t i z i n g I n n o v a t ion. MI T Pre ss,
Camb r id ge , M A
Sa nde r s, E ., & St a ppe r s, P. ( 2008). Co-creati on and the new
la ndsc a pe of de sign. CoDe si gn: Inter nati onal Jour nal of Coc re a t opn in De sign a nd t he A rts .
R a ma sw a my, V. ( 2008.b) . Co -Creati ng S trategy wi th
Ex pe r ie nc e Co- Cre a t ion . Managem ent S ynergi es .
R ose r, T., De fillippi, R ., & Sa m s on, A . (2013). Managi ng your
c o- c re a t ion mix : c o- c re a t ion ventures i n di s ti ncti ve context.
E urope a n B usine ss R e v ie w , 25 (1), 20-41.
.

32. intro
methodology
toolkit
recommendations
references
dissertation summar y
key references
We b s i tes
Corpora t e re port s
I n sp i rati on al
MSLgroup. Pe ople ’s I nsight s A nnual Report, Now & Next:
Fut ure of Enga ge me nt , Co- c reati on com m uni ti es . M S L group.
-
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w ww. in n ova tion m a n a g e me n t .se
w ww. p oet p a in te r.c o m
w ww. s e r vic e d e si g n t o o l s .o r g
w ww. va lu e - co- c re a t i o n .b l o g s p o t .n l
C o - creati on Communities
-
w ww. b m w grou p -c o c re a t i o n l a b .c o m
w ww. s oc ia l. ford .c o m
w ww. id eas b rew e r y.c o m
htt p : / / n ik ep lu s . ni k e .c o m/p l u s
w ww. n ik e. c om / u s/e n _ u s/c /n i k e i d
w ww. m y s t a r b u ck s i d e a .c o m
MSLgroup. ( 2012.a ) . He ine k en Ideas Brewery. [Onl i ne].
Av a ila ble a t : ht t p://blog.mslgroup. com / hei neken-i deas bre w e r y - pe ople s- insight s- v olum e-1-i s s ue-18/ (A cces s ed: 20
Se pt e mbe r 2013)
(B M W)
(F o rd )
(He i n e ke n)
(Ni k e + )
(Ni k e I D )
(S t a r b uc ks)
MSLgroup. ( 2012.b) . Mc Donal d’s Mei n Burger. [Onl i ne].
Av a ila ble a t : ht t p://blog.mslgroup. com / m cdonal ds -m ei nbur ge r- pe ople s- insight s- v olum e-1-i s s ue-27/ (A cces s ed: 20
Se pt e mbe r 2013)
PWC. ( 2013) . Look ing a he a d dri vi ng co-creati on i n the auto
indust r y. PWC.

33. T h a n k y o u f o r y o u r i n t e r e s t.
I f y o u h av e a n y s u g g e s t i o n s o r
q u e s t i o n s p l e a s e c o n ta c t m e .
se.dobber@gmail.com