Perspectives — design insight

Knowing which jobs are important and under-served informs opportunities for growth
By satisfying outcomes that are under-served - helping customers get a job done better, get more jobs done or do jobs for which there are currently no solutions-  creates value. Understanding constraints can open up new markets.  

Much of the current conversation about innovation is heavily skewed to that delivered through the application of new and scalable digital technologies. Whilst this captures the headlines, it is but one of three distinct strategic approaches to innovation: 1. the aforementioned focus on delivering radical or disruptive innovation that delivers quantum leaps in product or service performance. This is almost always driven by a 'technology push' approach.   2. focusing on improving currently available solutions to better meet customer needs - so called incremental or sustaining innovation. This approach is grounded in 'market pull' and is most effective when underpinned by the robust application of user centred design.  ...

Designing customer journeys is becoming the next frontier in providing competitive advantage, and a vital component of the overall value proposition. New value for customers can be provided through developing capabilities process automation, proactive personalisation, contextual interaction and journey innovation.