Chapter 15: Evidencing Value Creation in ‘Value Co-creation’: A Case Study of Singapore's Second Largest Banking Group

This study is intended to showcase the outcome that is directly the result of a co-creation and its added-value-in-use through an employer collaborative case study on FRANK by Oversea-Chinese Banking Corporation (OCBC) Singapore, a specialised financial services provider targeting the millennial students at Nanyang Technological University, School of Art, Design & Media (NTU-ADM) in Singapore. Sanders and Stappers' [22] co-design phases, mostly used as a process-driven guide, was used as the underpinning model driving this case study mainly with the intention to uncover the possibility of creating value together with it being a process guide. This case study shall cover the co-creation context between these two agents; and the practice illustrated in four stages can act as a reference guide for practitioners. Finally, the research design is followed by its findings, limitations and suggestions for future practice.