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really had in
mind in terms of the experience, he was
going to create.
Right, we often call this inability to
survey people
about the future the say do ratio.
Right the say do ratio is low.
They say there going to do one thing, and
in,
and then in a future world they do
something else.
And the truth is we're simply not that
self knowledgeable about how we'll behave
in the future.
However, actions speak louder than words
so I'm going to share with you
a mechanism that I love called co-creation
that is dead simple to do.
And that will absolutely
save waste and help you find a better
solution quicker.
Again, to me this is simply the single
most powerful tool of design thinking.
Some of the principles of co-creation are,
we're going
to envision the future through
visualization, right, so not words.
We want to get out of words as, as quickly
as
we can, because language is a different
place from, from, experience.
Two, we want to go to the user and meet
them in their context,
and so if we're going to offer a
new hospitality service, a hotel for
frequent business travelers.
the best place to do that is in a hotel,
right.
Where they're in their context and they
can really think about it, and try it on.
we want to present the user with stimulus.
Right, some, some, something new that,
that triggers that
this is somehow different and stimulates a
reaction from them.
And against
your best instinct we want to leave it
incomplete.
Right?
We want to have enough stimulus to, to
gesture them in to
a new world or a new way that things might
be.
but leave gaps in between so it can see
how they would fill those gaps.
So that they can actually co-author what
the experience might be.
Alright?
A perfect question in a, in a co-creation
session is
And so,
here's that example of a service for AARP
that exists in a series of a story panels.
And in this case, we bring people in,
who might, who, who might resonate with
that story.
and they would walk through the panels
and, and respond to it.
this is an incomplete example, because in
truth there was
this story board on one side, and the
other on another.
And we, we told them the two, the two
scenarios.
And then we watched
which one they wanted to talk about.
Right, so another principle of co-creation
is to provide alternatives.
Right, if I come up to you and I say I've
designed this watch myself.
What do you think about it?
Right is that a co-creation session?
And I think well the stimulus there is
there's only one choice.
It looks pretty finished and I'm wearing
it.
Right.
So the social contract
is, I don't know this person that well.
I feel obligated to say, it looks great on
you.
All right.
That's not the feedback you need.
If instead I hold up two sketches of
watches
and say, hey, I'm thinking about making a
watch.
I sketch one like this and one like this.
would love your opinion about them.
Right?
Now I'm giving a real choice.
I've lowered the fidelity, so that I
don't, I don't seem invested.
I'm wearing
a different watch, so it doesn't seem so
personal.
And I've given him a choice right?
Ideally two or three, all right three
would be
better, but it depends on, on the time
horizon.
Right?
So that's another key principle, is to
really offer valid choices, right?
Finally, you might have co-creation of
stimulus that, that looks more finished.
These, this is still 2D, but this is about
a, about a, a
retail experience, so a person can really
visualize themselves in that, in that
world, right?
We have the ability to, to look at an
image,
and because of our imaginative brains,
just step right into it.
And start to, to react, alright.
another version is a project we did
for Hewlett-Packard that used Manga
cartoons to
invite people into, to a story and
to engage them through facial expression,
right?
The minimum amount of words, the maximum
amount
of expressiveness to invite them into the
story, right?
And then another example from, from HP, I
don't know if you can see
it so well but it's a very nice finished
environment that, that HP created.
But what they're doing is simply having
people fill out speech bubbles.
Alright, so down here in, in the left side
of the screen, you can see these, these,
this
customer and HP executive are discussing
something and filling
out the speech bubbles in in a cartoon, in
effect.
Alright.
So these are the principles of
co-creation.
First of all don't build something real
until you've built something fake, right?
You have to do co-creation in low fidelity
first.
It's just much more affordable.
When you do that, you're going to go to
them, two on one, right?
Two researchers, one subject.
you're going to provide them some
stimulus.
To react to, right, as opposed to making a
pitch.
It's, it's a no selling zone, right.
It's a, it's a learning zone.
You would love that they're, they're
communicating 80% of
the time or more, is a great co-creation
session.
you're going to present it to them
incomplete,
and you're going to debrief with your
research associate
right after the meeting, because some of
the
richness of what was signaled is going to
disappear.
And then finally, we're going to refine
and iterate, right?