The user-centered perspective has been widely adopted in the process of new product and service development and innovation. As marketers, researchers, and designers, we quickly switched our attention from analyzing markets to connecting with the human experience.

Today’s research methodologies have become more empathetic towards the customer experience; yet at the same time, we have not fully utilized one of the most important contributions our customers can empower us with – their innate creativity. Consequently, we are only capturing what we think our customers want and not what they really want with their products, services, interfaces, and environments.

To illustrate the impact of leveraging consumer creativity in the design and innovation process, we will immerse you in a generative research method called “co-creation.” It is applicable in a wide range of industries from high-tech, low-tech, hardware, software, fast-moving consumer goods, financial products, automobiles, food products, fragrances, and business services.

During this co-creation session, we will use a real-life example. The session will be based around working on-the-go and the future of our everyday work life. Spending more time away from your primary work space creates new needs for maintaining the focus, productivity, and efficiency at work. This workshop will use this real-life example to demonstrate the use of a co-creation session and how to develop an experience framework for innovation strategies and solutions.