Towards a User Value Co-creation Model for Agile Web Development Approach

TOWARDS A USER VALUE CO-CREATION MODEL FOR AGILE WEB DEVELOPMENT APPROACH Tamer Madi, Zulkhairi Dahalin, Fauziah Baharom (Universiti Utara Malaysia, Sintok, Malaysia [email protected], {zul, fauziah}@uum.edu.my) ABSTRACT:User value creation has become a new development trend in the era of technology. It has a crucial impact on company differentiation. Nowadays, most of businesses transform their development strategy from dominant-good into service-dominant where more attention is given to the users and their roles. As a result, the conventional development methods are replaced with more cooperative, responding and flexible methods such as agile development. The key attribute of agile is its clear focus on value creation. Several studies have been conducted to explore the process of value creation. However, the notion is still implicit. Furthermore, so far there is no a certain process or model to show how really value can be created. Therefore, the aim of this paper is to explicate the notion of value creation from the users’ and developers’ perspectives. Considering this aim, we will construct a user value co-creation model for web applications developed using agile software development approach. This study will be conducted using mixed research methods. The expected result will be a user value co-creation model capable of delivering web applications with a high superior value as a software company and user wish.