Discovering the Missing “X” in Product Design

By | May 16th, 2017|Blog, Innovation Lab|0 Comments

By Markus Buergin and Jordi Moncada When it comes to designing products, most companies make a point of listening to their customers. But what if they’re asking the wrong questions? Customers often have wish lists of functions and features they’d like to see in a new product. But just because customers say they want something doesn’t mean they’re willing pay for it. Companies may know what their customers desire, but that doesn’t mean they have a good grasp of what their customers truly value. When companies don’t know what really matters to their customers, the whole enterprise can suffer. Companies can spend precious resources researching, developing, manufacturing and marketing products with innovative features designed to meet the perceived needs of their customers—only to find that [...]