Design-Centered Innovation: Observe, Learn, Innovate
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.
Member organizations can view the entire article by logging in and then clicking the download button on the right side of this page. If you are not a member and would like a copy please call Customer Service at 212 339 0345 (hours: 8:30 a.m.- 5:30 p.m. ET Monday-Friday) or e-mail at firstname.lastname@example.org