Design Strategy and Innovation in Singapore
Executive summary
The term ‘design’ is often used to describe what something looks like or how its component parts are arranged. In fact, design, in the context of innovation, is much more than that, the design has developed into design strategy & innovation.
Excellent design is a vital ingredient of successful innovation. It generates value by creating propositions that are desirable, usable and feasible.
The commercial success of any new product, service or process ultimately depends on human motivations and behavior. While technology can enable innovation, excellent design is the key ingredient that aligns technology (supply) with customers’ needs and desires (markets).
Design in innovation is about more than styling. It is a methodology that can be applied in the creation of better products, services, processes and business models. It can provide contextual insight and help to define innovation opportunities and strategies. Design can help businesses to develop and communicate ideas, and provide them with the means to deliver better solutions to market.
The design has the greatest impact when it’s embedded from the earliest stages of, and throughout, the innovation journey. This enables an effective progression from contextual understanding towards appropriate solutions that offer outstanding customer experiences and generate more value for the business.
Holistic design = delightful customer experiences
Why use design in innovation?
It is a truism that people don’t buy technology; they buy what technology does for them. The success of any innovation, therefore, depends ultimately on human motivations and behavior.
Great customer experiences are:
- desirable – appealing to customer aspirations
- useful – offering a tangible benefit l easy to adopt – accounting for existing behavior patterns
- easy to use – so that benefits can be readily exploited.
- contextual– relevant and appropriate to real-world scenarios l credible – aligning with, or exceeding, customer expectations
How to design in innovation works
The Double Diamond process model breaks the design process down into four consecutive phases of convergent and divergent thinking: discover, define, develop and deliver.
From contextual understanding towards viable propositions.
The Design Ladder illustrates the different ways in which design is used within organizations.
1No Design
Little or no conscious design in product/ service development.
2Design as Styling
The design is a late-stage styling activity only.
3Design as Process
The design is routinely used from the early stages of the innovation process.
4Design as Strategy
The design is integral to the organization, driving and informing innovation strategy across all areas of the business.
In the user, user experience design has always been the core of this piece of development, design is the main task of user experience, designed for the user, so that there will be a sense of accomplishment.
read more:
http://user-experience-in-sg.hatenablog.com/entry/2017/12/06/114226
