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Avatar-Based Innovation

Creating a Compelling Experience

Thomas Kohler

University of Innsbruck :: Department of Strategic Management, Marketing and Tourism

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Background andProblem Definition

1 2 3 4

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Virtual Worlds

Computer-generated physical space

Represented graphically in three dimensions

Experienced by many people at once

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Avatar

Virtual representation

Appearance - Looks- Clothing - Accessoires

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Research Topic

Virtual Worlds + Open Innovation

=

Avatar-Based Innovation

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Open Innovation

From Closed to Open InnovationChesbrough

Customer-Active-Paradigmvon Hippel

Virtual Customer IntegrationReichwald/Piller

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Opportunities Avatar Based Innovation

Integrating Open Innovation

Real-time Media Richness Interactive collaboration

Virtual Worlds

User-Generated Content

Native creativity Playful environment Freedom to experiment

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Dissolving Boundaries

They could use their virtual-world sensibility to design products with real-world potential

(Hemp, 2006)

„“

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Pathfinding Companies

Alcatel innovation competiton Steelcase chair designs

Philips co-creation design Aloft testing the virtual hotel

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The Problem

< Participation

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Research Question and Research Design

1 2 3 4

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WHAT CREATES A

COMPELLING

CO-INNOVATION

EXPERIENCE WITHIN VIRTUAL WORLDS

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COMP

CO-INNO

EXPER

ELLING

VATION

IENCE

Virtual Worlds

Open Innovation

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Literature Study - Theoretical insights

Flow, Optimal experience

Intrinsic motivation

Creativity

Gaming

Web design

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Research Design

context

process users

Expert InterviewsCompelling co-innovation process

Participant Interviews and Observation Compelling co-innovation in virtual worlds

Focus GroupsCompelling virtual world place

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Focus Groups

Identifying core elements of a compelling SL place

+ Role of interactivity

Experienced Second Life residents

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Expert Interviews

Antecedents and Consequences of a compelling co-innovation process

Academics from the field of Open Innovation

Confrontation with focus group results

Key Questions- Meeting user motivations- Designing innovation tasks- Increasing interactivity

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Practical Project

Using virtual worlds for real world innovation

Harnessing the power of avatar-based innovationReceiving creative input during the stage of ideation

User-driven idea generation and evaluation

Capturing customer requirements Understanding customers‘ unmet needs

Creating a compelling co-innovation experience

Motivating and engaging avatars Playful, social, and usable interaction

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Approach

Idea Submission box vs. Compelling Co-Innovation Process

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Philips Design

Sustainable living in the year 2020

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KTM

Motorbike experience of the future

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Preliminary Results and Contributions

1 2 3 4

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Usability

Challenge Connectivity

Desirability

Usefulness

Interactivity

Results

Recognition

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Contributions

New approach to interactive new product development

Insights into development of co-innovation platforms

Understanding factors of an engaging virtual world inititative

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PublicationsFüller J./Kohler T./Matzler K./Stieger D.: Online-Games als neue Form der Marktforschung, in: Harvard Business Manager (forthcoming)

Kohler T. /Matzler K./Füller J.: Avatar-Based Innovation: Using Virtual Worlds for Real World Innovation, paper to be presented at the 15th International Product Development Management Conference, Hamburg, Germany – June 29 – July 1, 2008

Kohler T./Füller J./Matzler K.: Preconditions of Avatar-Based Innovation: Creating a Compelling Experience, paper presented at the conference: When Media Environments Become Real, Bern, Switzerland, February 4-6, 2008

Grohsmann M./Kohler T./Leitner A./Luedicke M.K.: Der ui2campus – die Universität Innsbruck in Second Life, paper to be presented at Educational Innovation and Web Technologies, Salzburg, Austria, June 2-3, 2008

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Open Questions

1 2 3 4

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Participant interviews and observation

GoalsGenerate insights on users‘ co-innovation experienceUnderstanding elements of a compelling co-innovation experience

Approach- Following participants along the process and let them epress their

experiences; or- Semi-structured interview at the end of the process

ObservationHard Facts (eg. total visitors, time spent, returning visitors, heat map, number of idea submissions, number of votings and coments)

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Discussion