Co-creation. The trend is gathering speed and changing shape. In events it is now systematic and is shifting into new product and service design. What’s more, even better, carried by apps and crowdfunding platforms, it is a now a prerequisite for all stages of a product or brand’s cycle and for optimisation. Explanations.
It is always rewarding to be asked for advice!
When we talk about co-creation, we think straightaway about associating clients with product design.
Gémo, the ready to wear brand, does this when it organises co-creation workshops for mums to develop certain collections. Or Oxybul which tests new products through Parent Pilotes (3,000 signed up).
The participative approach has two aims: to get feedback from the ground about requirements; and foster a community loyal to the brand who will not hesitate at any time to buy or promote the products.
Some are pushing the idea even further.
Customers take power!
The motivation behind Lego Ideas is that two heads are better than one.
The famous little brick company’s website invites anyone with an idea for a game to submit it. Users then vote for their favourite projects.
If the product receives 10,000 votes, the company carries out a study and if it ticks all the boxes, it is brought into production and commercialised. The happy inventor then has the power to validate the final product and to be acknowledged as the designer. They even receive a percentage of world-wide sales.
“I believed in it so much that I invested!”
In 2018 over 1.5 million individuals in France invested 402 million euros in 33,000 projects via crowdfunding sites. It’s not surprising that some brands invest in the creation of this type of structure to launch and develop their products. made.com and its collaborative investment platform TalentLAB is a good example. The idea: create the 1st big community of designers in Europe. Young artists who have a furniture or accessory design idea are invited to post their project on the platform. The project is submitted for financing by consumers which made.com undertakes to produce and distribute if it receives a positive response.
Product evolution: let consumers take over!
A product’s life does not stop once it is put on brought to market. This is something that Decathlon, France’s favourite brand in 2019, knows only too well.
It is very attentive to comments left on the website. In fact, it is the engineers and product managers who respond directly. If, despite all this effort, a product receives less than 3 stars during the year, it is immediately taken off the shelves.
More than 500 ideas collected!
The brand also draws its customers into product design via its platform: cocreation.decathlon.com.
The idea: offer (future) consumers the chance to have a preview test at home, in design offices or during new product group sessions.
Shoe inserts, bikes, hiking equipment…the company regularly puts products online for testing which the community can sign up to as they wish. It’s an approach that has been really fruitful in terms of customer feedback and inspired a massive co-creation campaign for camping which resulted in 500 ideas on the subject.
Sources Lego, Gemo, Oxybul