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Design x Business | The intersection of Design & Business

19. February 2016 Comments (0) Views: 2439 Interviews

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“DxB is like – Two pieces of a jigsaw puzzle!”

Edward Appleton, Director Global Marketing – Happy Thinking People


DxB – What is your experience?

Many businesses and designers are still a way from what we call “radical consumer centricity”. Silo structures continue to hinder collaborative innovation, short-termism often derails innovation and growth projects, the consumer gets short-changed. The full potential for better, more meaningfully shaped (designed) services and products is hidden in a status quo where consumers get used to less than perfect solutions, often can’t identify their “dissatisfaction” any more. Truly innovative market research focused on radical consumer centricity gets beyond that, unlocks unarticulated needs, pinpoints pain points, brings both business people and designer close to “aha” moments.


DxB – What drives innovation?

Innovation is driven by culture – one fostering experimentation, playfulness, openness, and supportive teamwork, that works backward from an end-goal. Potential barriers are systematically identified, discussed, in a cross-disciplinary team – if a way forward is found collectively, fine, if not, an idea is discarded. Prior to this kind of workshop, experiential ethnographies are key – putting stakeholders into the shoes of the end customer, so they feel themselves how the end-user is experiencing their product, in a particular circumstance.

This is a key part of radical consumer centricity.


DxB – What is the future?

There will be a radical and insistent focus on teasing out actual white spaces at the front end of the innovation process, driven by the recognition that superficial or not sufficiently differentiated design solutions don’t achieve the desired impact in the marketplace.

The consumer will be king, sooner or later – and digital technology the enabler.


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