“There is no escape – the current times are calling for interaction, collaboration, and transparency”.
How can we introduce in our organizations processes that allow users to design the future with us?
A growing challenge for professionals and organizations that we will explore during a day of conferences, case studies and a sprint of methods and dynamics.
Auditorio Icaza & Faculty Club
“La Comercial” building
Deusto Business School
Avenida de las Universidades, 24 – Bilbao
19th of November, 2018
Morning session 09:00 – 13:30
Afternoon session 15:00 – 18:45
Conference: Spanish and English (translation service will be provided)
Workshop: only in English
European Union Erasmus+ is co-funding the event*.
This event is part of the Bilbao Bizkaia D Week 2018
Bilbao Bizkaia Design Week 2018
HYPERDESIGN, expanding the limits of design.
November 15 — 22
CO-CREATE’s journey through Co-creation:
CO-CREATION AT THE HEART OF DESIGN
Maarten Pieters. Head of Co-creation & People Insight at SIGNIFY
Although co-creation is beyond the hype, and many organisations have embraced the idea of collaboration, there is still a lot of confusion on how to effectively implement co-creation. In his talk Maarten describes his view and explains the difference between ‘incomplete’ and ‘complete’ co-creation. He will share key learnings from his experience as Head of Co-creation and People Insight at Signify and the influence of the co-creative mindset throughout the organisation. In a practical talk he will take you on a journey of co-creation within the 125 years old pioneer and global leader in lighting and intelligent lighting systems.
MAARTEN PIETERS is Head of Co-creation & People Insight for the Design and User Experience department at SIGNIFY (the former PHILIPS Lighting). Together with his team he works across all departments to inspire the whole organisation to adopt a co-creative approach. His main mission is to transform Signify into a truly co-creative organisation.
Before starting at Signify Maarten co-founded TheCoCreators, and was also a founding member of a growth innovation agency. He worked for various international clients in a.o Manufacturing, FMCG, Retail, Telecom, and Education industry. Maarten has a deep passion for helping organisations become ‘complete co-creation’ driven.
Next to this, Maarten is co-author of recently published book ‘The 7 Principles Of Complete Co-creation’, which presents a comprehensive and practical view on co-creation.
MAKE IT MATTER TO MORE: Co-creation as an impact tool
Alice Holmberg. Designer and Entrepreneur at That Something
Co-creation has done the rounds in the past decade, some swear by it, others have made organisational strategies building it and yet others make good use of the many courses and classes focusing on co-creation.
But the jury is still out on why we believe in co-creation. In this keynote, Alice Holmberg will take you on a journey into the heart of co-creation. She will focus on impact and share her insights from international experience in both the private and public sector.
“If we want lasting impact, people are the key, whether in organisations or the public realm”, she says, “People can be complex, but I’ve spend my life’s work on complex not necessarily meaning complicated. I’m looking forward to sharing cases, tips and tricks with the good people of Bilbao”
Join the keynote for a talk on people-potential, impact, and some thinking of your own!
“To design is to vividly experience what doesn‘t exist yet” says Alice Holmberg and as a designer and entrepreneur at That Something, she has rich scope for doing so. She is one of these big picture people who can’t just leave it alone and says she co-established an entirely new university institute because the understanding of design needed a paradigm shift, was analysing post-colonial national identity building out of crude curiosity, has been playing a key part in building up a London based charity, because local people’s creativity deserve a voice and you will find her getting involved with projects for the reason that the world simply misses out without them.
Alice is known to be a conscious entrepreneur, curious change-maker and a passionate innovator. She is a global business developer and negotiator, energetic educator and experienced facilitator.
Her work cover multiple sectors, Alice has worked for private companies and public bodies in 20 different countries across the globe. She also teaches Creative Resilience at Central St Martins, UAL and is a member of the German National Academic Foundation and a fellow of the British Royal Society of the Arts.
LOCAL CASE STUDIES
KEY COMPONENTS FOR AN EFFECTIVE CO-CREATION
Ainara Atorrasagasti. Product Design lead at DOT
We will answer some key questions about co-creation using different examples of cases in which we have worked with clients and their users.
With each case we will review the lessons we have learned, both of the customer’s expectations, as well as of the dynamics created for the sessions and the necessary equipment.
TRANSFORMING LEMOA THROUGH CO-CREATION
Irune Jiménez. Designer and founding member at Maraka
Maraka will present the work it has been developing since 2014 together with Lemoa City Council. A sample of projects to explain the value and the keys of working from a new approach: the co-creation between citizenship and institutions and the co-creation between the different professionals linked to the same project.
At Maraka we design answers for the new realities to which public institutions and companies should be oriented. We apply design to transform new realities into innovation opportunities that bring value to organizations, their clients and their users.
We use an innovation process that combines deep knowledge of customers and users, co-design, strategic vision for the organization/business and future-oriented approaches.
WHEN YOU ARE CLUELESS, CO – CREATE
Adrian Larripa. CEO at bigD | Co-founder of Paco Design Collaborative
“None of us is as smart as all of us” Ken Blanchard.
This quote is a reference that we have always had in mind in our activity as designers.
When you work in sectors that are very different from each other, it is tremendously difficult to become an expert on any of them.
Through a quick tour of the Cube Cabin Crane project – design of a crane operator’s cab – we will explain the process, actions and concrete techniques employed from start to product conception.
MAHI-MAHI: A LEAP IN TIME FOR THE SCHOOL CANTEEN BUSINESS
Alex Filiatreau. Researcher and Service Designer at APITROPIK
The vast majority of canteens in the Basque Country were created in the 1980s. The approach was clear: to give a solution to families that because of work began not to be able to take care of their children at noon.
The need became widespread and companies focused on management and profitability, with the focus on feeding. Mahi-Mahi goes further. It offers a new experience that satisfies diners, families, educational centres and monitors. A co-created project where the person is at the centre, transforming the canteens, the promoting company and its associated services.
WHAT BRINGS CO-CREATION TO A BRAND ARCHITECTURE PROJECT FOR AN INDUSTRIAL SECTOR COMPANY
Angélica Barco. Independent Creative Director at Angelica Barco Studio
Case Study: TOMÁS BODERO GROUP
Expert business group in the development of clothing, gloves and safety footwear for the industrial sector, flagship in the national market.
We approach with them and from within a process of brand redesign and brand architecture with the main objective of giving coherence and consistency to the group’s portfolio of brands and their product catalogues.
IMPROVING EFFICIENCY AND EXPERIENCE IN HOTELS
Garikoitz Iruretagoiena. Digital Product Designer
This is a project of design of several digital products to improve the work efficiency of different stakeholders in a hotel, from those responsible for cleaning rooms or maintenance service, to directors or GEX (Guest Experience Manager). It has been addressed by understanding and taking as a reference the experience that guests want to live in the hotel and what the hotel wants to offer them, and understanding the day-to-day life of the workers, whose collaboration in the analysis phase has been essential.
HOW MIGHT WE ENABLE USERS TO DESIGN THE FUTURE TOGETHER WITH US?
During this workshop we will explore different methods and dynamics of co-creation in order to better understand the challenges this approach raises for organizations and involved individuals.
The workshop will be in English only.
PATRICIA STARK is passionate about innovation, co-creation and creativity. She works together with industrial enterprises to unleash their creative potential in order to explore challenges and opportunities for the future. Patricia holds an MBA in “Creative Process Leadership.” For her MBA thesis, she researched, together with the Copenhagen Business School, how to enhance creativity in order to initiate service innovation. For nearly a decade, Patricia was working in the field of banking automation as a product manager for hi-tech products involving various stakeholders for developing solutions for the future. Recently, she has been facilitating various innovation projects for industrial enterprises. In addition, Patricia is a trainer in the field of Human-Centred Design and Co-Creation. As an expert in this area, she was selected by the International Design Forum (iF) as a juror for the worldwide IF DesignAward 2018 in the category “Service Design and Professional Concepts.” In March 2018 she was invited as a speaker at the world’s biggest interactive conference, the “South by Southwest” (SXSW) in Austin, Texas.
MORNING SESSION | Auditorio Icaza
09:00 – 09.30
09:30 – 10:00
CO-CREATE European partnership Project presentation
Gisa Schosswohl – project coordinator – CREATIVE REGION Linz & Upper Austria
Enrique Tomás – Interface Culture Dept., University of Art and Design of Linz (Austria)
Barbara Predan – Academy of Fine Arts and Design, University of Ljubljana (Slovenia)
10:00 – 11:00
11:00 – 11:30
Coffee & Conversation break
11:30 – 13:00
Local Case Studies
DOT, MARAKA, bigD, APITROPIK, Angelica Barco Studio, G.Iruretagoiena
13:00 – 13:30
Questions and debate
AFTERNOON SESSION | Auditorio Icaza – Faculty Club (workshop)
14:45 – 15:00
15:00 – 16:00
16:15 – 18:45
Co-creation workshop: PATRICIA STARK
Participation is free, but the amount of participants is limited… Don’t miss it!
* The European Commission support for the production of this event does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.