In The Wall Street Journal, David A. Price reviews several books on "design thinking", also known referred to these days as "the power of design," and 'behavioral design'. One paragraph in the review in particular speaks to the ADColab approach:
How should a company devise new meanings and create the designs to embody them? Mr. Verganti's answer comes from an unexpected source: a group of Italian companies known for their innovation, such as the kitchenwares-maker Alessi and the lamp company Artemide. Based on his study of them, Mr. Verganti suggests that companies form relationships with "interpreters"—individuals and organizations looking at settings similar to the one in which the company's products would be used. A maker of furniture, for example, might tap the insights of architects, design professors, retailers and hotel designers. When developing a new type of lighting fixture, Artemide worked with a theater director, learning from his experiences of using artificial light to trigger emotion.
Click here to read the entire article.
Julia
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