mapping living labs esteve almirall
DESCRIPTION
3rd ENoLL Living Lab Summer SchoolTRANSCRIPT
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“Innovation isn’t what innovators do. It’s what customers adopt” !”
Michael Schrage, MIT
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<1>What?
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Living Labs =
co-creation with users early on in the development
in real-life environments
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teleictus
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Teleictus (2007 – 2009) implementation of a system for remotely diagnosing and treating ictus (brain stroke). Pre-Commercial Gap
− Inexistence of a complete solution. − Availability of High Speed infrastructure.
The Role of Users − Existence of a “Champion”. − Co-creation of the service. − Co-creation of parts of the solution.
The Role of the Living Labs organization − Creation of an “innovation arena”. − Selection, Formation & Coordination − Fostering co-creation.
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<2>Living Labs as Open Innovation Intermediaries
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Open Innovation
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? who invented the mountain bike
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Sources of New Ideas and Innovation
Academia
Associations, trade groups, conference boards
Competitors
Consultants
Customers
Business partners
15 25 35 45% 45% 35 15 25
Internet, blogs, bulletin boards
Other
R&D (internal)
Sales or service units
Employees (general population)
Think tanks
External Internal
IBM Global Benchmarking Program | IBM 2006 |
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Open Innovation
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Living Labs as an Open Innovation Intermediary that aims to provide structure and
governance to user involvement
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<3>Why users ?
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R & D ?
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high level
mid level
ground level
high level
mid level
ground level
products and services
know
how
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1. Science is global. a) Ideas. b) People. c) Technologies.
2. Diffusion fostered by “publish or perish”.
3. Much of it is PUBLIC.
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Kleiner Perkins Portfolio (81 companies) 49 (60%) develop mid-level goods and services for
use by other business. 23 developing enterprise software 6 instruments used in hospitals 20 IT equipment
19 Ground level consumer goods and services 3 network / community companies 2 e-commerce 2 providers of information (mobile) 1 distributor of movies over the Internet 1 photoneumatic therapy 1 financial services 1 restaurant guide (Zagat) 4 developing treatments
13 high level products and services 6 alternative energy companies 1 fuel cells 1 portable electronic devices 1 codecs 4 semiconductor industry 1 bio-technology
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User Contributions
1. Living Labs observe user-lead practice in diffuse social contexts.
2. Living Labs identify and codify tacit and practice based knowledge.
3. Living Labs diffuse tacit and practice based knowledge into ad-hoc innovation networks.
4. Living Labs operate at mid-low level innovation strata.
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<4>Why real-life environments ?
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In a complex, multi-stakeholder environment is not about
finding the right answers, is about finding the right
questions
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Product evolution or Interpretation of meaning
1. Living Labs perform context-based experimentation in order to generate local modifications within existing socially negotiated meanings.
2. Living Labs perform context-based experimentation in order to generate new socially negotiated meanings for products and services.
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<5> Innovation as a societal process where adoption plays an important role
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?
how did we get here
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Who is going to buy an overpriced ($400 in 2001), low capacity (5GB), cheap plastic look, proprietary, with a 2” monochrome screen, music player with no usb (firewire only) support, no windows support, no replaceable battery that only lasts 10h.?
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World’s spending in electronics by country -2007 New York Times – Sept 4, 2008
(data source Euromonitor Intl.)
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2001 2009 2007
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1) Sophisticated users. 2) Eager to try new & pretty
imperfect things. 3) Adopt them & integrate
them in their daily lives. 4) Changing lifestyles and
providing meanings.
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<6>Mapping Living Labs
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Lead Users Human Factors Ergonomics Usability Testing Open Source Participatory Design Design Driven Innovation Design Thinking Applied Ethnography Living Labs
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real life environments
lab like settings
users as co-creators
users as subjects of study
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real life environments
lab like settings
users as co-creators
users as subjects of study
user driven participatory design driven user centered
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User driven
Participatory
Collaborative
User centered
Traditional
Google on-line experiments
Lego Mindstroms
need for user involvement in
capturing knowledge from users
No involvement
Highly involved knowledge
information users passive subjects
users co-create
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Lab-like settings Real life environments
understanding preferences
surfacing needs
and tacit knowledge
type of knowledge
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Exploration
Knowledge Capture
{surfacing needs/preferences domain specific Tacit knowledge
Validate fit Discover new uses/meaning Codify – context specific - preferences {
Living labs
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Exploration
Knowledge Capture
Living labs
Fit+ experiment ! ü Technological
ü Social (needs, interface, preferences, meaning)
ü Economic (Business Model, Sustainability)
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esteve almirall [email protected]