There’s been a lot of coverage over the last couple of years around the word “design.”\u00a0 Some people now regularly interchange the terms “design” and “innovation” as if they mean the same thing.<\/p>\n
They don’t.<\/p>\n
Innovation should be an inherent part of your strategy.\u00a0 A strategy without explicit acknowledgment of the need for an innovation component is a strategy that will not bring any benefit to the organisation.<\/p>\n
If a business is not looking to develop new offerings that can bring high margins, then the business will not grow. Innovation is the key to this.<\/p>\n
Design is different.<\/p>\n
Design is a vital part of the process in developing new offerings – but does not need to be part of the strategy.\u00a0 You can only bring design into the process once you have identified product opportunities – or better still entirely new markets – and analysed the proposition.<\/p>\n
It’s absolutely vital to have the design process inherent in the development of new offerings.\u00a0 Design brings customer insights, ergonomics and a whole raft of necessary thinking to the development of new offerings.\u00a0 There is also a strong element of innovation in the design process.<\/p>\n
It would be pointless investing in the identification of new opportunity spaces, only to go to market with a product that is badly designed and does not meet the customer need.<\/p>\n
The summary:<\/p>\n