Co-Creation for UX: Stakeholders are not the problem (they're your secret weapon)
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This document discusses the benefits of co-creation, or involving stakeholders collaboratively in the creative process. It argues that co-creation should be the default approach, but that old habits, difficulty of facilitation, and perceptions that it is new have prevented widespread adoption. Co-creation can result in faster projects, more diverse ideas, stronger empathy and shared vision between stakeholders and users. The document provides guidance on how to get started with co-creation and how it differs from traditional UX activities, emphasizing that it focuses on ideation after research with key stakeholder involvement.
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Co-Creation for UX: Stakeholders are not the problem (they're your secret weapon)
- 1. (This talk was originally presented the VANUE meetup group in Vancouver, BC, on Wedn STAKEHOLDERS ARE NOT THE PROBLEM (THEY’RE YOUR SECRET WEAPON) @KEVANGILB ERT @DOMAIN7
- 2. In some ways, the UX community is years ahead of its time. We have been developing the "cocreative technology" of collaboration since the birth of “What’s obvious to you is amazing to others.” Derek Sivers
- 3. A slow project. Agonizing delays. Frustrated stakeholder, frustrated project team. A meeting was called: What can we do to improve this process? Ans A STORY
- 4. “If this is such an obvious, fantastic way to work, why aren’t we all doing it already?” A smart client
- 5. While participatory methods of design have been accessible for a generation, some of us are still discovering the idea of building creative work togethe 1. It’s new. WHY ISN’T CO-CREATION THE DEFAULT OPTION?
- 6. This amazing book just came out in 2016. While the material has been being shared widely online beforehand, the ideas contained there-in — com
- 7. A lot of clients and agencies still have habits and expectations of how creative work gets d 1. It’s new. 2. Old habits. WHY ISN’T CO-CREATION THE DEFAULT OPTION?
- 8. This style of work, the kind modelled by Mad Men, and classic agencies, is dead. There is no creative genius that is going to come and rescue us.
- 9. Frankly, choosing a co-creative, participatory approach is tricky. Facilitation skills aren’t ea 1. It’s new. 2. Old habits. 3. It’s hard. WHY ISN’T CO-CREATION THE DEFAULT OPTION?
- 10. Don’t give up. The methods of involvement are legendary. These forces are what have shaped the world since its beginning. When human get toge BUT IT’S POWERFUL
- 11. Specifically in the context of UX projects, it can trigger some needed breakthroughs. Speed can pick up. The number of connections, and thus innov Faster projects Diverse ideas Less telephone Empathetic insight Shared vision Better products WHAT YOU’LL GET FROM CO-CREATION
- 12. And it’s not that hard: You’ll need you, the person willing to host. You’ll need participants, invited to contribute openly. You’ll need an agenda (a play WHAT YOU’LL NEED TO GET STARTED A facilitator Engaged stakeholders A clear playlist Decision- making criteria A readiness to try Sketching supplies
- 13. WHAT YOU’LL NEED TO GET STARTED A facilitator Engaged stakeholders A clear playlist Decision- making criteria A readiness to try Sketching supplies WHAT ELSE?
- 14. UX has done this type of collaboration for a while, right? We involve users, we stand up in HOW IS THIS DIFFERENT FROM OTHER UX ACTIVITIES?
- 15. Like Adaptive Path modelled through Experience Mapping — we’re used to this.
- 16. “Co-creation” differs in that it comes after research. The point is to generate ideas. And the point is to truly involve key stakeholders so vision, buy-i After research Focused on ideation Stakeholder powered Not a document HOW IS THIS DIFFERENT FROM OTHER UX ACTIVITIES?
- 17. Co-creation is “making things together.” MAKING MANAGING TOGETHERAPART
- 18. We don’t need co-creation all the time, every time; we just need to reintroduce it to our arsenal. It’s a tool we ignore, and never use. We often def Jeff Bezos’ management philosophy of having an “empty chair” to represent the user, as a cue to meeting participants to remember to keep the u The visionaries we admire, the Henry Fords/Steve Jobs, the “artist/visionary” persona, the classic finger-pointing leader, the Don Draper, tend to MAKING MANAGING TOGETHERAPART CO-CREATION MEETINGS SOLO EMAIL
- 19. People often complain about the hazards of involving too many people. Photo by Dennis Wong: https://flic.kr/p/92NVcg Too many cooks in the kitchen?
- 20. I say that’s a sign you’ve got a huge demand for engagement. Create the infrastructure to allow for greater involvement. Large-scale restaurants hav Photo by Dennis Wong: https://flic.kr/p/92NVcg Too many cooks in the kitchen?REDESIGN THE KITCHEN
- 21. The Jeff Bezos management style of keeping a chair empty to rep the user… Photo by ING Group: https://flic.kr/p/EGhyNT Empty chair management?
- 22. ..could take it a step further and actually involve the user. Photo by ING Group: https://flic.kr/p/EGhyNT Empty chair management? WHY IS THE CHAIR EMPTY?
- 23. …and create a more engaging environment by involving engaged, movement-filled exerc Photo by ING Group: https://flic.kr/p/EGhyNT Empty chair management? WHY IS THE CHAIR EMPTY? AND WAIT, WHY ARE YOU SITTING?
- 24. Henry Ford’s singular vision? “If I had asked my customers what they wanted, they would have said a faster horse.” - Henry Ford
- 25. I wonder what he might have discovered if he had tried to connect more deeply with people’s needs and approaches? He arrived at one idea of inte “If I had asked my customers what they wanted, they would have said a faster horse.” - Henry Ford WHAT ABOUT INVOLVING THEM?
- 26. The classic creative director approach of insisting that bold innovation is an independent act of leadership… “The public is not able to envision the future; it must be led.” - Nory Emori / Hornall Anderson Photo by Troy Mason: https://flic.kr/p/sDBSH
- 27. ….may be surprised by what the looked-down-upon public can truly add, when involved at the right moment, with the right tools. “The public is not able to envision the future; it must be led.” - Nory Emori / Hornall Anderson Photo by Troy Mason: https://flic.kr/p/sDBSH HAVE WE TRULY TRIED?
- 28. Conventional problem-solving: Look at what is not working, find a solution to change it.
- 29. Conventional problem-solving: Look at what is not working, find a solution to change it. Co-creative problem-solving: Look for the available potential, create the space to draw it out.
- 30. We often see Stakeholders as the barrier getting in the way of use connecting users to the product more closely. We fantasize about systems whe Stakehold ers Users Prod uct You
- 31. The true job of UX is to create the space where stakeholders themselves can become a more connected part of the system of co-creating with user You Stakehol ders Users Product
- 32. We are in the midst of exploring and developing a shift that can transform not just our industry, but the business community and the world at large. Photos by Tracey Falk | Painting by Miriam & Rene Thomas
- 33. @KEVANGILB ERT @DOMAIN7 GO FORTH AND CO-CREATE.
Notas do Editor
- (This talk was originally presented the VANUE meetup group in Vancouver, BC, on Wednesday, April 27, 2016.) As user experience professionals, we sometimes run of the obstacles. We call them stakeholders. They are the ones who seem to get in the way of us truly focusing on the users and designing great products. Through this presentation, I would like to offer a reframe: stakeholders are not the problem. They are our secret weapon. By creating the “infrastructure for involvement,” we can create even better products than if we were to simply stay in our silos as professionals.
- In some ways, the UX community is years ahead of its time. We have been developing the "cocreative technology" of collaboration since the birth of our practice. So if what you see in these slides, and if what you hear in this presentation, begins to sound familiar, consider this: how can we be part of helping spread these ideas further, beyond our community? What if the workplace at large, if our entire world of office culture sand backwards management styles needs exactly the practice we have been honing all these years? It might be familiar, obvious, easy for us — it also might be the brilliant breakthrough the rest of the world has been waiting for.
- A slow project. Agonizing delays. Frustrated stakeholder, frustrated project team. A meeting was called: What can we do to improve this process? Answer: a co-creative UX sprint. It’s the future. It’s beyond overdue. Let’s go.
- The client asks…
- While participatory methods of design have been accessible for a generation, some of us are still discovering the idea of building creative work together.
- This amazing book just came out in 2016. While the material has been being shared widely online beforehand, the ideas contained there-in — combining the spirit of community engagement with the disciplined method of UX sprints — is new new new new new.
- A lot of clients and agencies still have habits and expectations of how creative work gets delivered: you pay a smart person to go away and have an epiphany.
- This style of work, the kind modelled by Mad Men, and classic agencies, is dead. There is no creative genius that is going to come and rescue us. Yet much of the business community is still oriented this way in its posture towards creatives: we pay you, you do it. Old habits die hard.
- Frankly, choosing a co-creative, participatory approach is tricky. Facilitation skills aren’t easy to come by. Choosing the right workshop methods can be hard. Getting a read of the room, a sense of the players, clarity on the outcome, is not as easy as sitting at a desk and making decision solo. We’re all having a hard time adjusting.
- Don’t give up. The methods of involvement are legendary. These forces are what have shaped the world since its beginning. When human get together to seek potential collaboratively, huge breakthroughs happen. Counselling and therapy is built on this. Teaching and project-based learning is based on this. Conflict resolution, negotiation, mediation…the Paris Climate Talks…breakthroughs are built in involvement, facilitation, collaboration. On listening. When we apply this to our work in business, we are messing with some deep magic.
- Specifically in the context of UX projects, it can trigger some needed breakthroughs. Speed can pick up. The number of connections, and thus innovations and ideas, can increase, leading to better ideas. Vision becomes a shared thing between stakeholders. You’re not relaying info back and forth. You’re building true connections with the people involved. You’re making better products.
- And it’s not that hard: You’ll need you, the person willing to host. You’ll need participants, invited to contribute openly. You’ll need an agenda (a playlist) designed for the flow of great activities. You’ll need to know what factors you’ll use to make decisions. And you’ll need post-its. Lots of post-its
- You tell me!
- UX has done this type of collaboration for a while, right? We involve users, we stand up in meetings, we make things together.
- Like Adaptive Path modelled through Experience Mapping — we’re used to this.
- “Co-creation” differs in that it comes after research. The point is to generate ideas. And the point is to truly involve key stakeholders so vision, buy-in can become the motor to power the work. And it’s not about making a document, it’s about the moment itself.
- Co-creation is “making things together.”
- We don’t need co-creation all the time, every time; we just need to reintroduce it to our arsenal. It’s a tool we ignore, and never use. We often default to meetings to solve problems. Jeff Bezos’ management philosophy of having an “empty chair” to represent the user, as a cue to meeting participants to remember to keep the user in mind, is an example of a “Managing Together” style fantasizing about a Co-creation style. It’s not true co-creation, just a good intention. The visionaries we admire, the Henry Fords/Steve Jobs, the “artist/visionary” persona, the classic finger-pointing leader, the Don Draper, tend to inhabit the upper left: making, apart.
- People often complain about the hazards of involving too many people.
- I say that’s a sign you’ve got a huge demand for engagement. Create the infrastructure to allow for greater involvement. Large-scale restaurants have the need for many roles, many types of cooks and helpers, and the space is designed accordingly. For better collaboration, invest in greater “co-creative infrastructure.” Choose agendas, rooms, workflows, supplies, moments that can draw out people’s best.
- The Jeff Bezos management style of keeping a chair empty to rep the user…
- ..could take it a step further and actually involve the user.
- …and create a more engaging environment by involving engaged, movement-filled exercises. No chairs needed.
- Henry Ford’s singular vision?
- I wonder what he might have discovered if he had tried to connect more deeply with people’s needs and approaches? He arrived at one idea of internal combustion engine whose contribution to planetary pollution we are spending a generation undoing. How might one of his condescended-upon customers helped him catch blind spots, and think bigger?
- The classic creative director approach of insisting that bold innovation is an independent act of leadership…
- ….may be surprised by what the looked-down-upon public can truly add, when involved at the right moment, with the right tools.
- Conventional problem-solving looks at what is not working to find a solution to change it.
- Co-creative problem-solving looks for the available potential and creates the space to draw it out.
- We often see Stakeholders as the barrier getting in the way of use connecting users to the product more closely. We fantasize about systems where we can make great products, stakeholder-free.
- The true job of UX is to create the space where stakeholders themselves can become a more connected part of the system of co-creating with users to make a bette product. Our job is to hold the space. To host environments where connections can happen.
- We are in the midst of exploring and developing a shift that can transform not just our industry, but the business community and the world at large. When we can shed our outdated legends of leadership, where solo visionaries alone are awaited as the saviours, and instead bravely involve the voices of the marginalized in constructing new solutions, we can fast-forward humanity. We will find innovations that will startle the souls of our greatest inventors, address problems that push past barriers we thought were fixed. The future is coming. It happens when we collaborate together. Change is in the making.
- Go forth and co-create.