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Crowdsourcing

Crowdsourcing. Introduction. Individuals with a dream of perfection is being replaced by distributed problem-solving and team-based multi-disciplinary practice Advanced design today is dominated with 3 ideas: Distributed Plural Collaborative Crowdsourcing turn:

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Crowdsourcing

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  1. Crowdsourcing

  2. Introduction • Individuals with a dream of perfection is being replaced by distributed problem-solving and team-based multi-disciplinary practice • Advanced design today is dominated with 3 ideas: • Distributed • Plural • Collaborative • Crowdsourcingturn: • Team-base to fully, globally distributed • Groups of experts to the crowd

  3. Agenda • What is crowdsourcing? • Examples about crowdsourcing model • Threadless • iStockphoto • InnoCentive • Crowd’s strength • Crowdsourcing and Open Source • The Crowd’s Human Costs and Possibilities • Agenda for research and conclusions

  4. Crowdsourcing (Jeff Howe – 2006) • Web-based business model • Harness creative solutions from undefined distributed network • In the form of an open call • How the network work? • Peer-production • …or sole individuals • Crucial prerequisite • The open call format • Large network of potential laborers

  5. Example - Threadless • A web-base t-shirt company that crowdsources the design process by using online competition. • The founder Jake Nickell and Jacob DeHart in late 2000 • The umbrella company for OMG clothing ,Extra Tasty, Nake and Angry… • Selling 60.000 T-shirt/per month, profit margin 35% and income $18 billion in 2006 with ‘fewer than 20 employees’

  6. Threadless • The crowsourcing model of Threadness • Anyone use the valid email to register a account to vote designs or submit them • Using the Adobe Flash or Adobe Photoshop template to correct their products before uploading • Designs are scored on a zero-to-five scale and remain for voting 2 weeks • The highest scoring design to be printed and made • Winning designers receive US$1,500 in cash and US$500 worth of Threadless t-shirts and gift certificates. But US$2000 is a very slow price

  7. Example - iStockphoto A web-base company sells royalty-free stock photography, animation and video clips.

  8. iStockphoto • Clients seeking stock images by using credits(US$1 per credit). • Photographers receive 20 per cent of the purchase price any time one of their images is downloaded • The Photographers who become more involved members of online community and and typically end up donating their talents will be got 40% of price • Like Threadless, iStockphoto’s community is composed of both amateurs and working professionals in the field

  9. InnoCentive • InnoCentive Page, lauched in 2001 by Boeing, DuPont, and Proctor and Gamble

  10. Example - InnoCentive • Crowdsourcing is not limited to the creative and design industries • Corporate research and development (R&D) for scientific problems is taking place in a crowdsourced way at InnoCentive.com • Enables scientists to receive professional recognition and financial award for solving R&D challenges • Enables companies to exploit the talents of a global scientific community for innovative solutions to tough R&D problems

  11. InnoCentive • How did they do? • Post their most difficult R&D challenges to the InnoCentive solvers • The crowd of solvers can then submit solutions through the web • If a solution meets the technical requirements for the challenge, the company will give the seeker a cash prize. • Awards range from US$10,000 to $100,000 per challenge • Potential solvers need only to register for free at InnoCentive and checking off for degrees earned and areas of research interest and so on • Broadcasts scientific challenges to over 80,000 independent scientists from over 150 countries

  12. Crowd wisdom • Surowiecki (2004): “under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them” • Wisdom of crowds derived from • Averaging • Aggregating • Collective intelligence (form of distributed intelligence) • Constantly enhanced • Coordinated in real-time • Resulting in the effective mobilization of skills “No one knows everything, everyone knows something and all knowledge resides in humanity”

  13. Crowd wisdom (cont) • Levy (1997) • Impossible to restrict knowledge and its movement to castes of speciallists • Knowledge, skills, abilities are the primary source if all other wealth • Levy call them as Knowledge Communities (KCs) • Jenkins (2006) • Emergent knowledge culture will never escape the influence of commodity culture • Collective intelligence will gradually alter the ways commodity culture operates => We may be able make crowdsourcing model to blend commodity culture with social justice goals

  14. Harvesting distributed intellect • Technologies to coordinate far-flung genius • Digitization • Communication • Thanks for the arrival of the web! • Web abilities • Individuals around the globe can commune in single environment • Is the aggregator of this open system • Beckon users to cobble together ideas

  15. Crowdsourcing and Open Source • Open Source model • Allowing access to essential elements of the product • Transparency • Free distribution • Individuals in Open Source community • Work for their hobbies • Full of tallents • Money is not important • Products well suited in Open Source model • Use no raw materials • Easy to distribute • No overhead fee when producing improved version

  16. Crowdsourcing and Open Source (cont) • Why Crowdsourcing is not Open Source • Providing a clear format for compensating contributors • Feasible model for doing profitable business • All facilitated through the web • Company must own the ideas from the crowd

  17. Crowd’s costs • Crowd performs is worth a lot more than the award • Experts in crowd are becoming obsolete

  18. Crowd’s possibilities • Outlet for creative energy • Acquire new skills and learn as motivators • Incorporate that experience to seek better employment (or freelance) • Inspire an entrepreneurial mentality in the crowd => Crowdsourcing not for individuals want to make themselves apart from the masses but for inventive young minds and large corporations

  19. Still need more researches • How members feel about their role in the crowd? Is it a kind of exploitation?... Questions for all members, not only success cases • Is current model have enough diverse opinions because lacking of people who do not have high-speed connection, older people,… • Barriers to join the crowd: problem-specific skills, technologies,… • Standards should be approved • Take the model to the non-profit world

  20. Thanks for your listening We have walked through • Definition and examples • The strength of crowd • How to collect the solutions from crowd • Crowsourcing model in comparision with Open Source model • Crowd’s costs and possibilities • More attemps are needed to deeply understand the crowd

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