Capturing the value of design thinking in different innovation practices

Design thinking has become a popular notion in the field of innovation. What is design thinking really and—even more important—what could be its value in applying it in innovation practices? This paper presents four studies that together capture the value of design thinking in different early-stage innovation practices. Study 1 comprised a...

A designerly approach to enable organizations to deliver product-service systems

Design is not only just for products, logo’s or websites anymore. More and more companies are embracing design as a way to enable their organization to adapt to changes in society. One of the challenges many organizations face at the moment is how to create value for their customers by delivering experiences. One of the ways to do this is to...

Towards a conceptual framework for Experience-Driven Innovation

Companies that aim to evoke specific experiences among their customers, should not only modify their design process, but also need to reorganize their innovation processes. Experience-driven innovation has implications on at least three levels in the organization: company, brand, and product/service level. The creative process at each level can...