Design Driven Innovation Practices in Design-preneur led Creative Industry Philips Kembaren1, Togar M. Simatupang2, Dwi Larso3,Dudy Wiyancoko 4 Abstract Design driven innovation has emerged to be an alternative way to generate sustainable competitive products or services. Great products make great companies, and the key to both is having deep understanding of the needs and emotions of the customer. In other words, a design-driven approach - underlied by the fast-trending principles of design-thinking and sustained by the conviction that design helps business grow – provides the right tools & methods to create innovations that customers do not expect, but which they eventually love and become passionate about. The process of design can be applied to develop strategy, solve problems and create value. The products’ advantage is achieved by high quality product design combined with branding, market & users analysis, and production optimization. Product-Design Driven Companies Product-Design Driven (PDD) companies make better and more attractive products, while using basically the same technology as their competitors. Design Driven Innovation would be particularly fueled by markets that are invariably niche, which carries a huge potential for exceptional profit per unit sold, but application of such design strategy company-wide might not present the most attractive P&L. Band & Olufsen: Design Driven Innovation   0 Download 6 Pages / 1,405 Words Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-Driven Innovation offers a provocative new view of innovation thinking and practice. User Centered Innovation on the other hand, I see as being more adaptable. IDEO did not invent design thinking, but we have become known for practicing it and applying it to solving problems small and large. Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. Design driven is an approach to business that views everything as a design.Design is the practice of creating form, function and experience. 01 The Design Process is Now Widely Recognised as a Tool of Innovation. Design-driven Innovation provides a powerful organizational framework and tool set to help you create wildly successful solutions. Sources: Verganti, R., (2009) Design-Driven Innovation, Harvard Business Press, Boston MA. An overview of design driven organizations, development and innovation. The following are illustrative examples of a design driven approach. When we looked back over our shoulder, we discovered that there was a revolutionary movement behind us. 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