Experience Co‐Creation and 

Designing Interactions
How you can catalyze your business and create new 
meaningful value for you stakeholders

How  we see innovation

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What was first: the chicken or the egg?

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Culture

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or

Processes

Customers are informed and request value 

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A traditional innovation generation process

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Organization

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Companies define, customer should buy…BestBuy?

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6

You can help me to solve MY problem

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Why at all Experience Co‐Creation?

Change in the social logic 

There is no longer a party that determines the rules and gives 
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• If customer have experiences something they less forget it
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• Experience create a higher loyalty, trust and brand perception
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• Consumers self‐direct their needs
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Individual searches for needs satisfaction due to higher 
networking and information availability

Meaning searching customer

Process of creating meaning can not be longer incidental

Searching for not superficial value generation

Commodities saturated push‐needs and superficial satisfaction

Long term competitive advantage

Customer experience and relationship for sustainable success

Value generation for all participants

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Experience bens and transcends the limits

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Experience

R&D
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Sometimes we think small things do not matter

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“If you think it is too small to cause an impact, try to sleep with a mosquito”
(Kevin Robers, Lovemarks)

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Experience and the sum of interactions

give meaning

Sensory perception

experience (erlebnis)

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emotions (single)
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meaningful experience
(multiple emotions)
(Boswijk, Thijssen, Peelen)

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How do we define experience?

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An experience stimulates and satisfies 
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individually the senses of the interacter 
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(customer) by creating an emotional 
connection. It further transcends the 
traditional vision of products and 
services.

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What is an experience?




Personalized
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Involves all senses
Higher focus/ 
concentration during 
the process
Altered perception of 
time
Creation of an 
emotional connection
Unique process with 
an intrinsic value for 
each customer
Offers a 
reflection/stimulation

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Culture of experience co‐creation

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Organization

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Stakeholders

Experience Co‐Creation integrated the customer in 
the organization’s creation process
Could I create and
place my own logo on
the bike?

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Where would my
I should feel like
friend sit?
driving a Ducatti
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I would like to buy a
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“racing suit”/outfit that
When the color would
combines with my
not be orange
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bike .
Who is using the
same or similar
bicycle?

Is this bike
receicable?

I would like to drive in
the water

How can I track where my
child is riding the bike?

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My apartment is quiet
small, how to I store
my bike?
The product is cool
but the service....

The Co‐Creation Profile

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Fonte: Pesquisa H2R/Symnetics, 2007

From the traditional to the experience innovation 
taxonomy
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Old
New
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Process
Interactions
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Products and services
Experiences
_____(on_____
Experience environments
Technology

line and off-line)

Human Resources

Individual
Community

Clients

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Individual

Experience Co‐Creation practical applications

Innovation and design
Outcome: "Experience innovation.“

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• Branding, customer insights, marketing, communication and sales
Outcome: "Brand as the co‐created experience.“ ______ _____
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• Process design, process performance and quality management
Outcome: "ECC‐enhanced process design.“
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• Information and communications technology _____ _____
Outcome: "ECC‐enabled IT.“

HR processes, leadership development, organizational change and culture
Outcome: "ECC‐enhanced HR.“

Bottom of the pyramid, social innovation, citizen‐centric government and 
corporate social responsibility (CSR)
Outcome: "Social innovation through co‐creation.“

Strategy, strategic planning, corporate reporting and governance
Outcome: "Co‐created governance.“

Supply chain
Outcome: "Co‐created supply chain

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(source: ECCP)

Wiki goes 2 car‐design

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http://www.cmmn.org/

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Buy experiences – sweet moments

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http://www.sweemo.com/

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If you would like to share an other co‐creation story, 
please mail us: 
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anderson@symnetics.com.br
acoutinho@symnetics.com.br
__ daniel.egger@symnetics.com.br
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______
_____
marcelo@symnetics.com.br

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www.symnetics.com.br

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anderson@symnetics.com.br
acoutinho@symnetics.com.br
daniel.egger@symnetics.com.br
marcelo@symnetics.com.br
www.symnetics.com.br

Where you can drink coffee with us

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Munique
Basel
Poznan
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Mexico - DF
Bogotá
Fortaleza *
Lima

Salvador *
São Paulo

Santiago

Buenos Aires
Luanda

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20 years of experience and...

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clientes

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The creative commons license

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Image Sources
Slide 5:
http://www.flickr.com/photos/tschoerda/379392562/sizes/o/
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Slide 13:
www.maketool.com

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Slide 16:
http://magentothemes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43
594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg
Slide 22:
http://www.flickr.com/photos/amandamacedo/2763806182/

http://www.flickr.com/photos/tschoerda/379392562/sizes/o/

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