Presenter: Robert Lloyd
Steve Jobs once said, “Get closer than ever to your customers, so close that you tell them what they need well before they realize it themselves”. That is the essence of Design Thinking and Disruptive Innovation. The traditional approach of firms designing products and services and then “pushing” them onto the market with slick advertising has resulted in over 75% of those new product and services failing in their first year. Design Thinking focuses on understanding customer needs, culture, motivations, and end-to-end experiences. It then reframes those needs into higher level design objectives, breaking free of preconceived constraints to create truly innovative concepts that are tested with customers using rapid prototypes to obtain feedback.