• Incremental innovation: Enhancing existing offerings already available in an existing market.
  • Evolutionary innovation: Taking a new solution to an existing market or taking an existing solution to a new market.
  • Revolutionary innovation: Delivering an entirely new proposition to an entirely new market.
  • Bridging the gap between business and Design Thinking by putting the product at the very core of everything that you do. It de-emphasizes existing market dynamics and ensures that you deliver a necessary product to your target customers.
  • Emphasizing the necessity of new product development, both unique and offering an excellent customer experience. This way, you can ensure that your product will be ahead of the pack and have a long-standing value proposition.
  • The triggers that shape the customer experience.
  • The efforts exerted by the customers.
  • The reliability of the solution.
  • The change in perception and emotions that the experience triggers.
  • The Innovation-Decision Funnel suggests iterating through various concepts until you finally arrive at one that resonates with your target audience and the decision-makers. This framework follows a linear progression where you can evaluate multiple factors before settling on an option that’s efficient, cost-effective, and guarantees better CX outcomes.
  • The Solution Canvas suggests that design teams move away from designing for what they believe customers want. Instead, they must ideate value propositions based on data collected from customer interactions. This allows the business to make decisions based on understanding the problem rather than what you think the solution is.



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