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SonicRim Facilitates Co-Creation Workshop for the Auto Industry

In recognition of the emerging relevance of the concept of co-creation, the Industrial Designers Society of America (IDSA) is partnering with the Wayne State University, Johnson Controls ­ Automotive Experience and SonicRim for the benefit of the representatives of the automotive industry. The full-day workshop scheduled for May 16th, 2008 will take place at the Wayne State University in Detroit.

According to Uday Dandavate, the Founder and CEO of SonicRim and the main facilitator of the workshop, “the future focused organization needs to cultivate a culture of innovation through co-creation rather than wait for high-profile strategy firms and famous designers to produce market success for them” The co-creation approach has helped some of our client companies, expand their capacity for innovation by harnessing the ideas of the stakeholders within their value chain. Co-creation is the state of art in design.”

IDSA President Michelle Berryman indicated, “After the pilot workshop with the automotive industry, IDSA will continue to partner with SonicRim to organize the co-creation workshop for the benefit of other sectors of the U.S. economy. By engaging one sector at a time we hope to increase the impact of the co-creation message on the U.S. industry overall and create more opportunities for designers to influence their client organizations at strategic levels, as facilitators of co-creation process.”

Bill Fluharty, Vice President of Global Research and Discovery, Johnson Controls, one of the partners of this workshop believes that “Consumer insights become actionable, and returns on investment in innovation increase, when stakeholders are involved in the innovation process. Therefore, Johnson Controls has made the co-creation approach a part of its innovation process. Co-creation process has helped us bring alignment between the creative talent in our organization and the realities and aspirations of the marketplace. We are already experiencing a revitalizing of the creative energy due to the intuition for the end-user experience we are gaining from the co-creation process”

Julia Gluesing, Research Professor, Global Program Development, Industrial and Manufacturing Engineering, Wayne State University and the host of this workshop indicated, “Our Ph.D. program is helping senior members of the automotive and service industries learn state of art methodologies in innovation. We believe that the co-creation process will help the U.S. automotive sector, our primary audience for this program, present the market with automotive experiences that are both innovative and meaningful to the end-users.”

Download the brochure from this first co-creation workshop.

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