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Informing Our Intuition: Design Research for Radical Innovation
內容大綱
Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities. Research can be an immensely positive force in the innovation journey, says the author (from leading design firm IDEO), but to derive value from it, we must be willing to complement, challenge, and evolve many of the approaches and practices that traditionally prevail. She shows that design research demands commitment from innovators to reach new levels of understanding about what matters to the people they want to connect with. Three types of design research are defined - generative, evaluative and predictive - as well as how they can lead to business innovation.