Solve complex problems and design challenges
Products and services are all too often conceived, designed and developed with little or no end-user involvement. This makes it nigh on impossible to learn how a new product, service or feature is likely to be perceived and used before it’s launched.
That’s a risky proposition, and history suggests that most products or services designed in this way are likely to fail, or at the very least cost a lot of money to fix.
The best way to mitigate this risk is to adopt a collaborative approach to product and service design.