Using avatars to tailor ideation process to innovation strategy
Article dans une revue avec comité de lecture
To face innovation challenges of the twenty-first century, companies should learn from proven successful strategies and draw on technological evolutions as well. Our proposal consists in aligning ideation to innovation strategies through the use of avatars in a virtual world. On the basis of the Persona method and the Proteus effect, we design avatars’ appearance so as to implement a Needseeker or a Technology-driver innovation strategy. To test the effectiveness of this avatar-mediated innovation tool, we conducted an experiment in a French company. Two groups of highly qualified employees from the innovation department had to find applications for smart windows in public transportation. Both groups experienced immersion in a virtual transportation situation: one group embodied avatars resembling Inventors, whereas the other group embodied Personas representing users of public transportation. As expected, avatars’ appearance proved to influence the creative production: the Inventor condition led to a techno-centered ideation profile, oriented toward technological solutions, while the Persona condition led to more user-centered, needs-oriented ideas. Consistently, Inventors’ production tended to be better evaluated through industrial criteria and Personas’ production tended to be better evaluated by transportation users. We discuss the use of avatar-mediated creativity as a strategic tool for companies seeking to innovate.
Showing items related by title, author, creator and subject.
Article dans une revue avec comité de lectureBARRE, Jessy; BUISINE, Stéphanie; GUEGAN, Jérôme; SEGONDS, Frédéric; MANTELET, Fabrice; AOUSSAT, Améziane (Europia, 2016)In this paper, we present two experiments to test the impact of collaborative technology to support the Persona method. In the first experiment, 24 designers used the Persona method to anticipate user needs for the design ...
Article dans une revue avec comité de lectureGUEGAN, Jérôme; SEGONDS, Frédéric; BARRE, Jessy; MARANZANA, Nicolas; MANTELET, Fabrice; BUISINE, Stéphanie (Elsevier, 2017)This research draws on the social identity approach to investigate group performance in face-to-face and virtual brainstorming settings. In particular, we display Social Identity Cues (SIC) on participants or on avatars ...
Communication avec acteLANG, Armand; GAZO, Claude; SEGONDS, Frédéric; MANTELET, Fabrice; JEAN, Camille; GUEGAN, Jérôme; BUISINE, Stéphanie (Springer, 2019)The industry has quickly realized the importance of bringing creativity into product design. The industrial context requires robust and efficient methods and tools to access untapped sources of ideas. Furthermore, Additive ...
Article dans une revue avec comité de lectureGUEGAN, Jérôme; BUISINE, Stéphanie; MANTELET, Fabrice; MARANZANA, Nicolas; SEGONDS, Frédéric (ELSEVIER, 2016)An important challenge today is to support creativity while enabling geographically distant people to work together. In line with the componential theory of creativity, self-perception theory and recent research on the ...
Augmented Design with Additive Manufacturing Methodology: Tangible Object-Based Method to Enhance Creativity in Design for Additive Manufacturing Article dans une revue avec comité de lectureLANG, Armand; SEGONDS, Frédéric; JEAN, Camille; GAZO, Claude; GUEGAN, Jérôme; BUISINE, Stéphanie; MANTELET, Fabrice (Mary Ann Liebert Inc, 2021)Additive manufacturing (AM) brings new design potential compared with traditional manufacturing. Nevertheless, traditional manufacturing knowledge remains embedded in the minds of designers and is a real cognitive barrier ...