How to be successful in Co-Creation - The case of Swarovski Gemstone Jewellery
Michael Bartl
The case of Enlightened-Swarovski Elements Gemstone Jewellery introduces the “Innovation Community” as an instrument for co-creation and collaborative innovation. Based on web2.0 internet technology the creativity and skills of a huge number of end users and consumers was integrated into the value creation process. Thus, Swarovski invited creative consumers and designers from all over the world to engage in a jewellery-design-community. The set up of the community aimed to allow users to create innovative designs for jewellery like necklaces and earrings that incorporate gemstones. Participants had the possibility to both upload their own computer generated and freehand designs or to use a toolkit to virtually configure a piece of jewellery that is a true expression of their wishes and imagination. With the help of the configuration toolkit participants were able to create their own pieces of jewellery. In a first step the users had the choice to select from a variety of 22 chains and pendants. In a following step 100 Swarovski gemstones different in colour and shape could be freely placed on the jewellery. Participants were also able to actively participate by commenting on submitted works and voting for the designs of other contestants, thus helping to select the winning jewellery designs within the community. The goal of the provided Innovation Community Platform was to generate new and innovative designs for gemstone jewellery. 1.790 participants from all over the world joined the community to showcase their talent and submit their designs. In total, they created 3.191 pieces of jewellery. 980 were freely created designs from abstract to realistic visualizations, 2.211 were configured designs. The participants uploaded own avatars and pictures and contributed 33.159 evaluations and 2.939 qualitative comments. The presentation gives detailed insights regarding the proceedings and realization of the co-creation and showcases the winning user designs.