Design-Centered Innovation: Observe, Learn, Innovate
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In terms of the commercial dynamics of innovation, we are in the “age of experience.” More precisely, we are moving into an “experience economy” where customers value the experience of using a product or service, not just the product or service itself. Thus, it may be advisable for companies to reinterpret their business as a service and sell the total “experience” to their customers. A design-centered approach to innovation facilitates this process.
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