Morphological grid box of co-creation

“ At what stage in the innovation process co-creation takes place? ” is key question in regard to type pf user involvement and type of tools and practices used in order for co-creation process to be realized. In our case customer is involved during designing process which is realized through presence of online product designing toolkit. [4]

“ What kind of user is best suited to co-create with? ”. Spreadshirt customer possesses following attributes according to the next classification:

· according to position in value chain it is both end customer and intermediary (graphic designers and shop owners);

· company builds relationship both with existing and new customers;

· in regard to activity level Spreadshirt customer in the lead user & innovator;

· As for identification it is online signaling & broadcasting.

· And finally incentives are in mixed mode: extrinsic for designers and shop owners in form of monetary rewards and intrinsic for end users.

“ How should the course of co-creation be designed? ”

· Regularity – co-creation is a routine since every generated product is a result of customer’s designing process.

· Continuity within innovation process occurs during single stage of designing a specific product by end customer. Or 2-stage in case a graphic design from Marketplace is used and further customized.

· Accessibility is open since every user has access to all the designing tools without any specific requirements.

· Branding is realized in both ways. Branded for shop owners and designers, and no branded for purely end customer generated content.

· As far as technique is concerned, Online toolkit is used for generating content by designers, shop owners and individual customers.

· Communication pattern – producer/ customer/ customer which is realized through forums and social media.

· Intermediation – is realized through YouTube promotions.