Enabling co-creation of e-services through virtual worlds
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This document discusses co-creation of e-services through virtual worlds. It begins with an overview of virtual worlds and how they allow for co-creation. It then outlines a research project studying co-creation workshops in virtual worlds to develop e-services. Preliminary findings suggest workshops should focus on usability, sociability, and hedonic aspects to be effective. Key open questions remain about how avatars influence contributions and what the real value of virtual co-creation is. The conclusion is that virtual worlds open new opportunities for co-creation but technological challenges remain.
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Enabling co-creation of e-services through virtual worlds
- 1. Enabling co-‐crea.on of e-‐ services through virtual worlds Thomas Kohlera, Robin Teiglandb, Elia Giovacchinib tkohler@hpu.edu a Hawaii Pacific University, b Stockholm School of Economics
- 2. Is Second Life sGll alive? EXPECTATIONS MAY 1, 2006 July 24, 2007 Jan 28, 2010 TIME TECHNOLOGY PEAK OF TROUGH OF SLOPE OF PLATEAUOF TRIGGER INFALTED DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY EXPECTATIONS SOURCE: GARTNER
- 3. Minds are like parachutes – they only function when open. Thomas R. Dewar 3 IMAGE SOURCE: tanja.guettersberger
- 4. Innovation processes are like parachutes – they only function when open. IMAGE SOURCE: hey mr glen 4
- 5. Wor k in Structure rog ress p 1 Co-‐creaGon in virtual worlds 2 Research project 3 Preliminary findings and open quesGons
- 6. 1 CO-‐CREATION IN VIRTUAL WORLDS
- 7. Successful Understanding Developing products = + innovation customer needs that meet those needs 7
- 8. IMAGE SOURCE: EKLUND 2009 8
- 9. “ „ Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003
- 10. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
- 11. Avatar Virtual representation Appearance - Looks - Clothing - Accessoires
- 12. Technological advances Technological advances Real-‐Gme Media Richness InteracGve collaboraGon “When you are at Amazon.com you are actually there with 10.000 concurrent other people, but you cannot see them or talk to them. At Second Life, everything you experience is inherently experienced with others.” (P. Rosedale)
- 13. User-‐generated content NaGve creaGvity Playful environment Freedom to experiment “ They could use their virtual-world sensibility „ to design products with real-world potential (Hemp, 2006)
- 14. Philips Ideation Quest Need identification and Concept and design Test and launch idea generation
- 15. Steelcase Chair Designs Need identification and Concept and design Test and launch idea generation
- 16. KTM Ideation Quest Need identification and Concept and design Test and launch idea generation
- 17. 1 RESEARCH PROJECT
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- 20. RunAlong Swedish web startup Web community for female runners Goal: Enable knowledge exchange from disperse locations about local markets Travel for Change Non-profit project Volunteer travel platform Goal: Co-Design of Service Experience 20
- 21. 21
- 22. Fre que nt c ouc h su rfer Web designer Social worker Community developer 22
- 23. 23
- 24. Become aware Get inspired Get creative Get critical 24
- 25. Research Method
- 26. 3 FINDINGS AND OPEN QUESTIONS
- 27. Findings PRAGMATIC SOCIABILITY VIRTUAL CUSTOMER ENVIRONMENTS USABILITY HEDONIC Nambisan and Nambisan 2008
- 28. Provide clear navigation structure USABILITY Provide individual support Design to inspire PRAGMATIC Create immersive environments Provide challenging tasks HEDONIC Nurture playfulness Encourage collaboration SOCIABILITY Engage in conversations
- 29. Recrui.ng Collaborate with influencers
- 30. A Open questions How does users’ representation as avatars influence their contribution to the co- creation workshop? B What is the real value of virtual co- creation? 30
- 31. New opportunities for co-creation Innovation-related knowledge Conclusion creation Technological challenges remain TheoreGcal contribuGon Inquiry into co-creation of e-services enabled by virtual worlds Managerial implicaGons Insights on how to manage co- creation workshops
- 32. Interes te d in shop? jo ining a work at Please reg is ter DISCUSSION tiny.cc/t4c or e me at mail u tkohler@hpu.e d