CoCo Cosmos - Experiencing a New Visual Way to Develop Service Businesses

Krista Keränen
Laurea University of Applied Sciences, Espoo, Finland

Katri Ojasalo
Laurea University of Applied Sciences, Espoo, Finland

Outi Kinnunen
Laurea University of Applied Sciences, Espoo, Finland

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Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Linköping Electronic Conference Proceedings 99:54, s. 469-471

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


Identifying opportunities for service innovation in the rapidly changing and complex business environments requires easy-to-use tools. This workshop introduces and provides a possibility to test a new tool kit for accelerating service innovation and supporting cocreation activities.

The CoCo Tool Kit is a collection of five tools: 1) CoCo Interview; 2) CoCo Selfassessment; 3) CoCo Continuum; 4) CoCo Tree; and 5) CoCo Cosmos. The first four tools analyze and communicate a company’s current business approach. The most powerful tool is the CoCo Cosmos which is an interactive service design game. The game uses cards as a visual method for ideating and visualizing holistic service contexts. Most importantly; the game helps companies focus on customers’ contexts and build their value propositions to correspond with customers’ needs. In November 2013; the CoCo Tool Kit was nominated as the winner of one of the main categories (“Capacity Building”) in the EU Female Inventors and Innovators competition.


Co-creation; value co-creation; co-production; co-design; service business


Keränen; K.; Dusch; B.; Ojasalo; K. & Moultrie; J. (2013). Co-creation patterns: Insights from a collaborative service design tool. Paper presented at 2nd Cambridge Academic Design Management Conference. Cambridge.

Keränen; K.; Dusch; B. & Ojasalo; K. (2013). A Co-creation Workbook and a Collection of Tools for Service Businesses. Espoo: Laurea University of Applied Sciences.

Keränen; K. & Ojasalo; K. (2011). Value co-creation in b-to-b-services. Campus Encounters – Bridging Learners Conference “Developing Competences for Next Generation Service Sectors”; Porvoo.

Ojasalo; K. (2010). The Shift from Co-Production in Services to Value Co-creation. The Business Review; Cambridge; 14(1); 171-177.

Ojasalo; K. & Keränen; K. (2011). Designing a tool for analysing the current state of a company’s co-creation approach. Cambridge Academic Design Management Conference. Cambridge.

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