Business Innovation Insights (Collection), 2/e

3 Map the Future

Design is a process that begins with a deep understanding of the consumer. Consumer experience experts Lewis Carbone and Steve Haeckel wrote, “Customers always get more than they bargained for, because a product or service always comes with an experience. By experience we mean the take-away impression formed by people’s encounters with products, services, and businesses….”¹ Great design begins with understanding the industry and competitive offerings according to consumer experience and empowerment.

But how can you evaluate subjective and intangible ideas such as experience and empowerment? Traditional tools for mapping the competition generally rely on analyzing pricing, margins, and market shares. Although these metrics will ...