Co-creation refers to a product or service design process in which input from consumers plays a central role from beginning to end [1]. It can also be defined as the collaborative development of new value (concepts, solutions, products and services) together with experts and/or stakeholders (such as customers, suppliers etc.). Co-creation is a form of collaborative innovation: ideas are shared and improved together, rather than kept to oneself. This way, the designers/companies will not run out of design ideas [2]. Co-creation could also further strengthen the business relationship between the firm and its customers as it is suggested that customers feel more satisfied when they are involved in the process of production [3]. Although it is hard to determine exactly when co-creation was first used, the first academic work on the subject dates back to 1979 [1] and has since been used in variety of fields such as marketing and design.
