Co-creative Workshops

Co-creation workshops are structured sessions that bring together stakeholders, such as customers, employees, and other relevant parties, to ideate and problem-solve for a particular product or service. These workshops use various activities to facilitate idea generation, collaboration, and consensus building, such as brainstorming, group discussions, prototyping, role-playing, and visualization. Facilitators usually conduct and oversee every workshop.

For instance, a bank may want to enhance customer satisfaction. To achieve this, it could organize a collaborative workshop with customers, bank employees, and service designers. At the workshop, groups of participants would brainstorm ideas with the assistance of a facilitator. They would discuss the challenges that customers face when using the bank's services and brainstorm solutions to make things easier. Then, they would test their ideas and refine them based on feedback from the group. Ultimately, this would lead to actionable solutions that align with the bank's goal of improving customer satisfaction.

Defining the purpose and goals of a co-creative workshop involves clarifying what you hope to accomplish through the collaborative session. It sets the direction and focus for the workshop, ensuring that all participants are aligned and working towards a common outcome. To define the purpose and goals of your co-creation workshop:

• Identify the problem or opportunity. Clearly articulate the challenge or opportunity you want to address through the workshop. For example, let's say you are designing a new mobile app for a travel agency and want to improve the user experience during the booking process.
• Determine the desired outcomes. Define what you want to achieve by the end of the workshop. This could include generating innovative ideas, identifying pain points, creating prototypes, or developing a roadmap for implementation.
• Engage stakeholders. Consider the stakeholders who should participate in the workshop based on their relevance and expertise. In the travel app example, this might include representatives from the travel agency, app users, and designers.
• Craft a clear purpose statement. Summarize the overall purpose of the workshop in a concise and meaningful statement. For instance, the purpose could be "To collaboratively design a user-friendly app booking experience that meets the needs of travelers and aligns with the travel agency's brand."
• Define specific goals. Break down the purpose into specific goals that are achievable within the workshop's timeframe. These goals could include "Generating at least five innovative ideas for simplifying the booking process" or "Creating a low-fidelity prototype of the new app interface.”

This clarity maximizes the effectiveness of the workshop in generating innovative solutions.

The facilitator's role in a co-creation workshop is to ensure that the workshop runs smoothly, engages participants, and achieves its goals. When selecting a facilitator, consider their experience, skills, and neutrality. Choose a neutral facilitator who is not directly involved in the project. If an external facilitator is unavailable, a team member can take on the role while maintaining some distance from the issues at hand to ensure impartiality. Keep in mind that when a team leader or higher authority is in the facilitator role, it can be difficult for them to be seen as neutral and adopt a lower status.

You can also choose to have a facilitation team with multiple facilitators. In such cases, plan out the division of tasks, such as one facilitator focusing on outcomes while the other takes care of the needs of the group.^[1] Together, they can ensure a productive and engaging session for all participants.

Selecting the right participants is important to ensure that the workshop benefits from diverse perspectives and expertise, leading to more effective problem-solving and innovative outcomes.

When selecting participants, consider the following factors:

• Key stakeholder involvement: Involve individuals with a direct interest or influence in the project or topic. For example, if you are designing a new website for an e-commerce company, key stakeholders could include representatives from marketing, design, development, and customer service teams. Their expertise and perspectives are crucial for successful outcomes.
• Expanded involvement: Go beyond the core project team and invite individuals from different parts of the organization. For instance, include employees from finance, operations, or HR departments who may offer unique insights or be impacted by the outcomes. Their diverse perspectives can lead to more innovative solutions.
• Customer involvement: Include customers or end-users in the co-creative workshop. Their feedback and ideas can provide valuable insights that lead to a more customer-centric design.
• B2B opportunities: Explore opportunities for co-creation in business-to-business (B2B) settings. For example, key stakeholders from partner companies, such as logistics providers, payment gateway providers, or suppliers of the e-commerce company. By involving these stakeholders in the workshop, the company can ensure that the new website is designed to meet the needs of all parties involved in the B2B relationships, resulting in a more efficient and effective service.^[2]

The agenda for a co-creation workshop can vary depending on the specific goals and objectives of the project. However, here is a general outline that can be adapted to suit different contexts:

• Introduction and context setting. Begin by providing an overview of the project, its objectives, and the importance of the co-creative workshop. Set the stage for collaboration and establish a positive and inclusive atmosphere.
• Icebreaker and warm-up activities. Conduct activities to break the ice, foster interaction, and create a comfortable environment for participants to share ideas and perspectives.
• Problem definition and ideation. Engage participants in activities that help define and explore the problem or challenge at hand. Use techniques like brainstorming, mind mapping, or user journey mapping to gather insights and generate a shared understanding of the problem space. Facilitate ideation sessions where participants can generate various ideas and concepts.
• Concept evaluation and selection. Guide participants in evaluating and selecting the most promising ideas or concepts. Use methods like dot voting, SWOT analysis, or prioritization matrix to shortlist and refine the ideas.
• Prototyping and iteration. Encourage participants to create prototypes or mock-ups of the selected concepts. Iterate and refine the prototypes based on feedback and insights from the group.
• Feedback and reflection. Allocate time for participants to share feedback, reflect on the workshop process, and discuss the outcomes.
• Action planning and next steps. Collaboratively develop an action plan that outlines the next steps, responsibilities, and timelines for implementing the ideas generated in the workshop. Clarify how the outcomes will be integrated into the larger project or organizational context.
• Closing and appreciation. Conclude the workshop by expressing appreciation for participants' contributions and highlighting the value of their involvement. Provide an opportunity for final thoughts, questions, or additional insights.

Note that the agenda can be customized based on your workshop's duration, specific objectives, and the dynamics of the participants. Flexibility is key to ensuring the workshop meets its intended outcomes.

In workshops, fostering an environment that encourages open expression and avoids judgment of ideas is vital. Instead of using phrases like "Was that a good idea?" which can lead to evaluation and judgment, use alternative approaches such as "How did that feel?" or "What does that suggest?"

Avoid words and phrases that overly analyze or prematurely evaluate ideas. Instead of asking for the "best idea," encourage participants to share "a heap of ideas to get us started." This approach encourages a free flow of creativity and prevents individuals from feeling pressured to come up with the perfect solution immediately. Similarly, rather than asking people to "choose the best option," invite them to "grab an interesting one to kick off with."

By reframing the language used in co-creation workshops, you can help participants feel more comfortable in sharing their ideas, exploring different perspectives, and contributing to the collaborative process without the fear of judgment.

Deliverables are tangible outputs that capture the insights and solutions generated during the workshop. They serve as valuable artifacts that can be used to inform and guide the subsequent phases of the service design process. Examples of deliverables include:

• Journey maps: Visual representations of the user's experience illustrating their interactions, emotions, and pain points throughout their journey with the service.
• Service blueprints: Detailed diagrams that outline the various touchpoints, processes, and roles involved in delivering a service.
• Concept prototypes: Tangible or digital prototypes representing the proposed solutions or ideas generated during the workshop. These can range from low-fidelity sketches to interactive mockups, allowing stakeholders to visualize and engage with the concepts.
• Design principles: A set of guiding principles or guidelines that capture the desired qualities and characteristics of the service. These principles help maintain consistency and inform decision-making during the design and implementation phases.
• Action plans: Concrete plans that outline the next steps and actions the team is planning to take based on the workshop's outcomes. They provide a roadmap for implementation and ensure that the ideas and insights from the workshop are translated into practical steps.
• Documentation and reports: Detailed reports or documentation summarizing the workshop activities, findings, and recommendations. These documents serve as references for stakeholders, ensuring that the workshop outcomes are documented and can be shared with others.

Keep in mind that co-creation workshops often focus on ideation, brainstorming, and high-level concepts rather than technical details. However, it's worth noting that every co-creation workshop is different, and some may choose to focus on more technical aspects depending on the context and goals.

Warm-up activities help break the ice and create a positive and inclusive atmosphere among workshop participants, especially if they are unfamiliar with each other. They also help participants transition from their everyday mindset to a creative mindset, priming their minds for generating ideas and exploring new possibilities.

There are several types of warm-up activities, including:

• Icebreakers: Simple, low-pressure activities that help participants get to know each other better. Examples include Two Truths and a Lie, Human Bingo, and Speed Networking.
• Improvisation games: These exercises promote spontaneity, adaptability, and collaboration. Examples include Yes, and…, Freeze Tag, and The Alphabet Game.
• Energizers: Physical or mental exercises help participants feel more alert and engaged. Examples include Stretching, Brain Teasers, and Simon Says.
• Group storytelling: Encourage participants to collaboratively create a story one sentence at a time. This exercise promotes active listening and creative thinking.
• Drawing exercises: Invite participants to create quick drawings or doodles based on a theme or prompt. This activity can help participants relax and stimulate their visual thinking.
• Associative games: These games encourage participants to make connections between seemingly unrelated ideas or concepts. Examples include Word Association, Six Degrees of Separation, and The Random Object Game.
• Mindfulness exercises: Simple breathing or meditation exercises can help participants feel centered and focused before diving into the workshop.

Focus groups and co-creation workshops are sometimes confused because they both involve gathering a group of people for insights. However, they differ in their objectives and methodologies. Focus groups are typically used to gather qualitative data and opinions from participants on a specific topic.

They involve a moderator who guides the discussion and encourages participants to share their thoughts and experiences. Focus groups are useful for exploring attitudes, perceptions, and preferences, as well as identifying potential issues or areas for improvement. They are commonly employed during the early stages of product development or market research.^[3]

On the other hand, co-creation workshops are designed to actively involve participants in the creative process. These workshops bring together individuals with diverse backgrounds and expertise to generate innovative ideas, solve problems, and design new solutions. Co-creation workshops encourage active participation, creativity, and idea generation through various activities like brainstorming and prototyping. They are particularly valuable when generating fresh and actionable insights and solutions.

Selecting methods for a co-creation workshop involves careful consideration of the workshop objectives, participant needs, and desired outcomes. Here are the key steps in the method selection process:

• Explore method options. Research and explore a range of co-creative methods that align with the workshop objectives. Consider methods such as brainstorming, prototyping, user journey mapping, persona development, or role-playing. Assess the suitability of each method based on factors like group size, desired outcomes, level of participant involvement, and resources required.
• Understand your participants. Consider the characteristics, expertise, and perspectives of the participants. Assess their familiarity with co-creation methods and their comfort levels with different types of activities. This will help determine the appropriate level of complexity and engagement required.
• Match methods to objectives. Align the selected methods with the defined workshop objectives. Ensure that each method contributes to achieving the desired outcomes and addresses specific aspects of the problem or challenge. For example, if the objective of the co-creation workshop is to develop new product ideas, a suitable method could be brainstorming.
• Create a method sequence. Design a cohesive and logical sequence of methods for the workshop. Start with warm-up exercises to build rapport and creativity. Follow it up with ideation and concept development activities. Conclude with feedback and reflection sessions. Ensure that the methods complement each other and progress towards achieving the workshop objectives.