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What are the benefits and challenges of co-creating solutions with your customers?

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Co-creating solutions with your customers is a core principle of lean software development, a methodology that aims to deliver value faster and more efficiently. By involving your customers in the design, development, and testing of your software, you can gain valuable insights, feedback, and validation that can help you create better products and services. But co-creation also comes with some challenges, such as managing expectations, communication, and collaboration. In this article, you will learn about the benefits and challenges of co-creating solutions with your customers, and some tips on how to overcome them.

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Tim ? ? Dickey

Product Development & Business Agility Coach | Teaching kittens how to be cats in product development

1 Benefits of co-creation

Co-creating solutions with your customers can offer several advantages, such as reducing waste and rework by building only what customers need and want, as well as increasing customer satisfaction and loyalty by delivering value early and often. Additionally, co-creating solutions can improve quality and reliability through testing with real users and getting feedback on usability, performance, and functionality. It can enhance innovation and creativity by leveraging customer insights, ideas, and perspectives. It can also build trust and rapport by engaging customers in the process and showing that their input is valued.

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Tim ? ? Dickey

Product Development & Business Agility Coach | Teaching kittens how to be cats in product development
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As well, the process increases the likelihood of reaching the software's target market faster. The insights gained by working with customers narrows the risk of missing the mark with similar customers. An added benefit is the process could lead to developing more personas for customers who may be in adjacent spaces and discovering edge cases for future development.

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Ralph Hightower

I freeze time; I photograph. RETIRED Software Engineer (C#, .Net), 50++ years experience; still active for personal projects. Witnessed two final space flights: Apollo/Soyuz, Space Shuttle STS-135 Atlantis w/ Final Four.
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This co-creation work flow would have been great when I worked at Affinity Technology as part of a development team developing loan approval software for an NYC bank. The web forms kept changing that it was similar to nailing Jell-O to a wall.

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Manoj Mohan

Head of Engineering | Technology Executive | AI/ML | Software Development | Data & APIs | I help grow teams & build SaaS products
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Benefits: 1. Custom-fit Solutions: When you co-create with your customers, you understand their real needs. This means solutions are more likely to hit the mark. 2. Stronger Customer Buy-in: Co-creation makes customers feel invested, they take pride in the final product because they've had a hand in creating it. 3. Greater Market Success: Products born out of co-creation are more likely to succeed because they're designed with users' needs in mind. Challenges: 1. Scope Creep: Co-creation can lead to feature explosion if not properly managed. 2. Time-Consuming: Co-creation takes longer than building in-house. 3. Niche Appeal: The solutions you co-create with a specific group of customers may not appeal to the wider market.

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2 Challenges of co-creation

Co-creating solutions with your customers can also pose some difficulties, such as managing expectations and scope, communicating and collaborating effectively, balancing customer input and expertise, and dealing with conflicts and disagreements. Set clear and realistic goals, boundaries, and deliverables to avoid scope creep. Additionally, establish regular and transparent communication channels, feedback loops, and collaboration tools to ensure that everyone is on the same page. Listen to your customers' needs and preferences, but also apply your own knowledge and judgment without compromising on quality or best practices. Respect different opinions and perspectives while looking for common ground and solutions that work for both parties. Measure success by defining and tracking relevant metrics and indicators, assessing the impact and value of your co-created solutions.

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Tim ? ? Dickey

Product Development & Business Agility Coach | Teaching kittens how to be cats in product development
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Steer clear of personal preferences, as what may work for one customer may not align with the product persona(s) or market strategy. Declaring "expertise" while discounting the insights of the group might lead to overlooking better ideas that can be measured and tested as part of assessing value. Co-creation should avoid setting aside ego and approaching the process with open curiosity while focusing on the art of the possible.

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3 Tips for co-creation

Co-creating solutions with your customers can be a rewarding and effective way to deliver value faster and more efficiently. Start with a clear vision and strategy, including defining the problem you are trying to solve, the value proposition you are offering, and the outcomes you are aiming for. Additionally, it's important to select the right customers to co-create with by selecting those who are representative of your target market, willing and able to participate, and have relevant experience and knowledge. Involve your customers early and often by engaging them in the discovery, design, development, and testing phases, and soliciting their feedback and input throughout the process.

Use agile and iterative methods by breaking down your project into small chunks, delivering working software frequently, and incorporating feedback and changes as you go. Co-create in small and diverse teams by forming cross-functional and multidisciplinary teams that include both your staff and your customers. This way, different skills and perspectives can be leveraged.

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Tim ? ? Dickey

Product Development & Business Agility Coach | Teaching kittens how to be cats in product development
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Leverage whiteboards and sticky notes (either in person or virtually) to capture all ideas for evaluation and organization. Consider using "sticky storming" as an approach to getting topic focused ideas onto the board. Timebox the process as the pressure to finish will create urgency for everyone involved. As well, consider who should facilitate the ideation session so that they can set the tone for the session and guide it to a successful conclusion. Remember, there are no "bad" ideas when putting ideas on the board to explore as options.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the benefits and challenges of co-creating solutions with your customers?

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1 Benefits of co-creation

2 Challenges of co-creation

3 Tips for co-creation

4 Here’s what else to consider

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