How can you reduce innovation risk and increase customer adoption? How can you build a culture of customer-centric innovation?

The Customer Co-Creation Immersion workshop uses a hands-on, immersive approach to tackle one of your current innovation challenges. You’ll use a flexible innovation framework to navigate your team and executive management through the processes of uncovering customer insights, generating multiple solutions, building prototypes, and crafting compelling value propositions.

Spring 2016 Workshop Dates:

February 9 – 11
Apply by January 9

March 8 – 10
Apply by February 8

April 5 – 7
Apply by March 5

May 10 – 12
Apply by April 10

Contact us for alternative dates.

Tuition: $4,500 USD
Contact us for Group Rates.

Program tuition includes course materials, customer interviews, skilled artisan prototyping (see Key Activities), breakfast and lunch each day. Lodging and travel not included.


Workshop Key Activities


Field research: What do customers want?

Understanding what customers want, need, and will pay for will ground your thinking and ensure you have a human-centric understanding of what is motivating, compelling and inspiring. You and your team will:

  • Interview and observe customers in the field to understand what drives their behavior
  • Synthesize and analyze your findings to discover insights that will drive your innovation
  • Convert these insights into a Design Brief to inspire your idea generation and designs

Solution generation: What is the art of the possible?

Using your Design Brief, your team will partner with illustrators, graphic designers, IT architects, UX architects and other innovation artisans. Collectively you will explore multiple solutions to your innovation challenge, sketch or draw your ideas to facilitate collaboration, and continuously iterate on a few solutions to optimize your ideas.

Iterative prototyping: What can we build or create?

Next, you’ll go to the Maker’s Lab at Duke University to prototype to your potential solutions. You will be able to create the “look and feel” of your solution so you can take it to customers for feedback and learning. More important, you’ll be able to take this tangible prototype back to your internal stakeholders for feedback and consensus building.

Sample Day:

Full breakfast at Duke Innovation & Entrepreneurship workspace

Morning Session I
Field Observations and Interviews

Morning Session II
Synthesis and Insight Exploration

Lunch and Learn with a University Professor specializing in your field.

Afternoon Session I
Ideation and Inspiration

Afternoon Session II

Cocktail Reception and networking with Workshop participants


Mini Case Study

Insights gleaned from field research can inform solution generation and rapid prototyping:

A household cleaning manufacturer was losing market share among young adults. The team interviewed and observed how this target audience cleaned and what they were doing when they cleaned. The team discovered that unlike previous generations, young adults today clean in short bursts of activity lasting 5-7 minutes before they move on to other activities.

This insight was converted into a Creative Brief that produced dozens of solutions. The team considered creating multi-pack products and formulating room specific cleaning solutions before deciding to create a portfolio of single-serve “wipe and swipe” products.

Several prototypes were generated until an optimized design of 24-count of wipes in a re-sealable flexible package met customer needs and requirements. The new product launch and future line extensions injected life into an otherwise stagnant category.

Compare Our Workshops

Workshop Customer Co-Creation Immersion Iterative Prototyping Workshop IN-90 Workshop
This workshop is best suited for… Kicking off new projects Developing solutions to well understood problems Rapidly accelerating innovations to the marketplace
You will… Interview and observe customers to understand their pains and generate solutions with compelling value propositions Iteratively prototype solutions and collect feedback up and down your value chain to optimize your innovation Participate in the other workshops and build financial and marketing models to guide the launch of your solution
Workshops will be… Two and a half days Two and a half days Three one-week workshops over 90 days.
You will learn…
  • IN-90 Framework
  • Design Thinking Principles
  • 10 Interview Techniques
  • Behaviors of 3-5 Customers
  • Key Customer Insights
  • 10 Prototyping Techniques
  • IN-90 Framework
  • Design Thinking Principles
  • 10 Prototyping Techniques
  • How To Build 3 Prototypes
  • Feedback of 3-5 Customers
  • Compelling Value Proposition
Everything in other workshops, plus:

  • Financial Breakeven
  • Profitability Per Unit/Customer
  • Return On Investment
  • Marketing To Innovators
  • Building Sales Momentum
  • Sales and Marketing Metrics
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