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The Fast Path to Corporate GrowthLeveraging Knowledge and Technologies to New Market Applications$
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Marc H. Meyer

Print publication date: 2007

Print ISBN-13: 9780195180862

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195180862.001.0001

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Creating Design Concepts, Prototyping, and Validating Design Choices

Creating Design Concepts, Prototyping, and Validating Design Choices

(p.99) Chapter Five Creating Design Concepts, Prototyping, and Validating Design Choices
The Fast Path to Corporate Growth

Marc H. Meyer

Oxford University Press

The next step in user-centered design is to translate observed user needs into product or service concepts. This chapter introduces methods for leveraging insights gained from user research into full-fledged, user-tested designs and prototypes. User case scenarios are a powerful method for uncovering the perceived and latent needs of target users. From this work, the innovation team can develop a list of potential features and benefits to build into its new product line or service. Most practitioners use that list to propose a product or service concept and illustrate it with sketches or diagrams. This act of creation produces a design concept. A number of the companies found “conjoint analysis” useful in validating their product designs for new market applications. Using this method, an innovation team can quickly identify the features or attributes that target users prefer most and the extent to which they are willing to pay for them.

Keywords:   user-centered design, prototypes, user case, target users, new product line, service, design concept, conjoint analysis, new market applications

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