User Experience Innovation: User Centered Design that Works

Summary

When adding a new technology to a device, web page, or system, many companies tend to focus on the already known and planned use cases for that application. If the competition already has products on the market covering the core uses of the technology, then you will have little chance of making a real difference to the users—or in the market.

The method described in this chapter ensures two things:

• It ensures that you will have already found and studied other potential uses of the technology that is being applied to a product
• It ensures that the customers' needs are the focal point of your innovation process, hence making it much more probable that your solutions will actually give value to the end users.

The next chapter will give ...