Experience‐Based Design: Toward a Science of Artful Business Innovation

ALES OF GREAT products and services inspired by an intuitive hunch abound. But the idiosyncrasies of that approach can't consistently ensure high quality. John Cain argues that an experienced-based design process yields the best results. It is one in which researchers first “frame” in a particular cultural context the experiences people seek and then test what is being designed to make sure it fulfills those needs and desires, as well as reflects a corporation's strengths and talents.