Executive briefing on customer centred innovation
The aim of the paper is to provide companies with a better understanding of the four approaches to increased customer focus at the start of the innovation process: personas, ethnography, fan bases (or “lead users”) and participatory design; to help them choose the most appropriate technique for the circumstances present; and to actually deliver the greatest impact.
Thanks also to the examples from such companies as Aviva, BMW, eBay, IDEO, Intel, Lego, Microsoft and Philips Design, the paper provides a quick overview to what is currently state of the art in corporate user-centred design and innovation. It also provides insight in why particular companies focus on a particular approach and what they want to achieve with it.
Download briefing (pdf, 560 kb, 3 pages)
[…] Innovaro, societÃ di consulenza inglese, ha recentemente pubblicato un articolo sullâ€™innovazione centrata sul cliente. Lo scopo Ã¨ far comprendere meglio i quattro approcci con cui includere gli utenti nel processo di innovazione: utenti fittizi, etnometodologia gruppi di fan e design partecipativo. […]