Conference article

Co-creation with vulnerable consumers – an action research case study of designing a pictorial language for logistics

S. Schmitt-Rüth

M. Simon
Fraunhofer SCS, Germany

A. Demuth
Fraunhofer SCS, Germany

A. Kornacher
Fraunhofer SCS, Germany

M. Isakovic
Fraunhofer SCS, Germany

M. Krupp
Fraunhofer SCS, Germany

M. Stoll
Fraunhofer SCS, Germany

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Published in: ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Linköping Electronic Conference Proceedings 150:27, p. 323-337

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Published: 2018-07-05

ISBN: 978-91-7685-237-8

ISSN: 1650-3686 (print), 1650-3740 (online)


Within the context of Universal Design and User Centered Design, vulnerable consumers, especially immigrants, still represent a fringe group when it comes to co-creation processes. Therefore, the aim of our study was to find ways to integrate immigrants into a co-creation process, namely the development and testing phase of a pictorial language for warehouse jobs. Within an action research case study consisting of a four-part storyline settled in a warehouse context, we identified and specified four key success factors that contribute to a successful co-creation project with vulnerable consumers: (1) integration at the very beginning of the co-creation project, (2) design of a suitable toolbox with service design, creative and varied methods, a storyline concept, use of easy language, additional icons and possibility of parallel use, (3) availability of network partners with access to vulnerable consumers as well as (4) the innovative setting of a living lab.


co-creation, vulnerable consumers, immigrants, open living lab, service design, pictorial language


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