Design-driven innovation
Uses design to create new products and services, often by changing what they mean to people and not just what they do.
What problem it addresses
Innovation is usually sought in technology or by asking people what they want, and that leads to small improvements.
Principles
New meanings
Change why people use something.
Look outside
Learn from those who interpret culture: artists, researchers, other industries.
Propose, don’t just ask
People rarely ask for something they can’t imagine.
Applications in design
Use it like this
Ask what your product means to people and what it could mean.
Avoid
Confusing innovation with adding features.
Don’t fall for it
Radical ideas need time and testing: don’t discard them at the first survey.
Connections
Builds on
Authors and works
- 2009
Roberto Verganti
Described design-driven innovation, which changes the meaning of products.
Sources
Original sources
- Verganti, R. (2009). Design-driven innovation: Changing the rules of competition by radically innovating what things mean. Harvard Business Press.
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