RESUMO
Collaborative innovation (co-innovation) community emerges as a new product design platform where companies involve users in the new product development (NPD) process. Large numbers of users participate and contribute to the process voluntarily. This exploratory study investigates the heterogeneous roles of users based on a global co-innovation project in online community. Content analysis, social network analysis and cluster method are employed to measure user behaviors, distinguish user roles, and analyze user contributions. The study identifies six user roles that emerge during the NPD process in co-innovation community: project leader, active designer, generalist, communicator, passive designer, and observer. The six user roles differ in their contribution forms and quality. This paper contributes to research on co-innovation in online communities, including design team structure, user roles and their contribution to design task and solution, as well as user value along the process. In addition, the study provides practices guidance on implementing project, attracting users, and designing platform for co-innovation community practitioners.