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Empathic, in-depth interviews with customers are used to understand the problem to be solved through the eyes of the customer. Insights from these interviews are then used to further define the problem to be solved. Once the problem is comprehensively understood and defined, the creative brainstorming – ideation – process is used to generate high impact innovative solutions.
Solution concepts are filtered, prototyped (typically a low-fidelity MVP is used) and tested back with the original interview subjects who provide direct and specific feedback that about the solution that is used to iteratively refine the offering. In this manner, the beneficiary of the design effort becomes the catalyst and source of all the iterative developments in a company’s product and service offerings. The principles of this approach are woven into the XXXXX P/L Innovation Strategy.
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