In a world of increasingly complex problems, collaboration is fundamental. Work together to create innovative ideas in every industry such as healthcare, education, governance in more pressing than ever. These problems require multiple stakeholders, both internal and external, to come together and actively collaborate in order to improve a company’s system and offering.
During the last years customers ask for active roles and participation in the overall process as co-creators and decision makers. Collaboration is more than just tapping into the individual knowledge that all stakeholder has. Is about discovering their unique and collective perspectives on the system in which they live. The strong demand for participation instruments has shifted the interest of all interest groups to digital formats. As conventional participation events suffer from involving a small and selected group of people, digital tools promise the participation of higher qualitative and quantitative levels. These enable the participation on a massive level by addressing thousands of participants online and reach people looking at many social and personal characteristics. Well-designed online platforms have the advantage that they can facilitate co-creation by an infinite number of participants from anywhere and at any time.
But going in detail, what is co-creation and co-design?
Co-creation is the joint creation of value by the company and its customers allowing these to co-construct the service experience to suit their context. This helps in finding solutions, products and services that goes beyond the standard market research enabling in that way, the co-creation of new solutions. Co-design is the act of creating with stakeholder within the design development process to ensure the results meet their needs and are usable. It aims at defining problems and envision their solutions simultaneously.
Consider the human desire to be part of something meaningful, to feel pride in one’s work, to impact one’s environment, to feel valued. Companies must keep this in consideration creating opportunities for collaboration both informal and formal. The challenge is bringing together different expertise to reshape how creative ideas arise. Co-creation starts out by shifting away from a traditional company-centric perspective that views the consumer as a passive outsider with whom the company transacts primarily at the point of purchase. Customers and enterprises can co-create value at multiple points of the value chain, customers have intellectual capital that could be used in order to produce a superior customer experience. Doing that, customers will be involved in the process of ideating, designing and marketing products and will also be more loyal and engaged with the brand.