Category Archives: Design

Human-Centered Design and User Experience

GUEST POST from Art Inteligencia

As technology becomes increasingly complex, the need for user-friendly design and user experience (UX) is more important than ever. To understand user experience, it’s essential to understand human-centered design, which is the practice of designing products and services with the user’s needs and objectives as the focal point. Human-centered design involves looking at the needs and wants of a product’s end user, rather than the product or service itself, which helps create a better user experience. The focus of human-centered design is on creating the best possible user experience, and many companies have realized the benefits of using this approach. Here, we’ll look at two case studies of successful human-centered design and user experience.

What are the key ways that human-centered design and user experience intersect?

There are definite intersections between user experience and human-centered design. Here are four (4) intersection points to consider:

1. Focus on Context: Human-centered design and user experience both focus on taking the context of the user into account and ensuring the system meets their needs. This means understanding the user’s environment, their emotional state, and their goals, and then designing the system to meet those needs.

2. Create Solutions for Different Types of Users: Human-centered design and user experience approach the problem solving process differently. They take into account how people interact with the system, how they may encounter problems, and how they feel. Then, they create solutions that can be tailored to specific types of users, older users, disabled users, etc.

3. Enable Iterative Development: Human-centered design and user experience methods enable a more iterative development process. This means that the design process can evolve as new information comes in from users, allowing for improved solutions at each step of development.

4. Focus on Holistic Experiences: Human-centered design and user experience place importance on the usability of the system, but also the overall experience the user will have. This means that both the visuals and the usability should enhance the user’s experience. It also means that the system should be easy to use and understand, no matter how it is accessed.

Case Study 1 – Healthcare Industry

The first case study is an example of human-centered design applied to the healthcare industry. Vitamin Health is a company that is leveraging human-centered design to quickly and accurately deliver personalized vitamin and supplement recommendations, tailored to the individual’s lifestyle and health needs. The company created an online platform that assesses the user’s needs and then generates personalized vitamin and supplement recommendations. After a brief survey, the user is presented with a clear summary of their recommended vitamins and supplements. Along with providing the recommendations, Vitamin Health has also created an app that allows users to manage their vitamin and supplement intake. Vitamin Health has improved the user experience by making the process of obtaining personalized recommendations easy and convenient.

Case Study 2 – Entertainment Industry

The second case study involves human-centered design applied to the entertainment industry. Netflix is a streaming service provider that has placed a strong emphasis on user experience. Netflix uses human-centered design to create a personalized experience for each user. It is constantly collecting data on user action in real time, which is then used to make personalized recommendations. Netflix has implemented many features that allow users to find content that suits their particular interests and preferences. The company has also made the process of subscribing to its service quick and easy.

Conclusion

By focusing on human-centered design and user experience, Netflix and Vitamin Health have been able to create products and services that are more user-friendly, efficient, and enjoyable. They have also demonstrated the importance of understanding the needs of end users in order to create an optimal user experience. Human-centered design is quickly becoming the foundation of modern product and service design, and companies must consider the end user’s needs if they hope to remain competitive in the future.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

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Applying Design Thinking to Business Strategy

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Applying Design Thinking to Business Strategy

GUEST POST from Art Inteligencia

Design thinking is a powerful approach for driving innovation and impacting business results. By combining a creative mindset with business strategy, design thinking is transforming the way companies go to market and strike competitive advantage. With design thinking, business leaders can rethink processes, products, and services, identify customer needs, and better serve their customers. For example, car companies are leveraging design thinking to focus on developing a user-driven customer experience in order to stay competitive and differentiate. Here, we’ll explore how design thinking techniques are being utilized in a business context and how they’re changing the way business leaders drive success within their companies.

Design Thinking in Action: Two Case Studies

Case Study 1 – BMW: Design Thinking Enhances Customer Experience

When BMW launched its “My BMW” app in 2012, the company sought to create a groundbreaking user experience that was centered around the customer. BMW was not only looking to move away from conventional thinking but also to go beyond its own customer segmentations and brand loyalty programs. BMW’s design thinking focused on creating a new way for customers to interact with the car, using features such as remote operation of the windows and lights, and other service information and booking features. With design thinking, BMW changed the customer experience, transforming the car from a reactive device to an active member of a connected lifestyle.

Case Study 2 – Microsoft: Design Thinking to Stave off Disruption

As cloud-based products started to gain traction, Microsoft faced the challenge of staying ahead of the game in a disruptive environment. Microsoft’s design thinking focused on creating customer-centric solutions to meet customer needs while keeping close to the technology trends. Teams at Microsoft decided to focus on user experience and initiated programs to create a “design language” focused on creating a consistent and user-friendly experience across devices and products. This language was applied to popular products such as Office 365, Skype, Teams, and Xbox, creating an ecosystem of connected products and services across devices and across platforms.

Conclusion

Design thinking is transforming the way business leaders drive success in their companies. By applying creative techniques to traditional business strategies, companies can identify customer needs and develop solutions that are tailored to customer requirements. In this article, we explored how BMW and Microsoft achieved success by integrating design thinking into their business strategies. With these examples, one can see how design thinking is changing the way business leaders interact with their customers and their organizations. With a focus on user experience, design thinking is helping companies stay ahead of the competition in an ever-changing technology landscape.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

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Human-Centered Design Tools and Techniques

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Human-Centered Design Tools and Techniques

GUEST POST from Art Inteligencia

Human-Centered Design Tools and Techniques are some of the most powerful design strategies used to create user-friendly digital products and services. This design approach helps to ensure that end products are tailored specifically to the needs of the user, which can ultimately improve user experience and increase customer loyalty. Human-centered design starts by thoroughly understanding the customer’s needs and then applying processes and tools that bring the customer’s needs to the center of the development process.

The human-centered design toolkit includes a range of techniques such as user research, usability tests, wireframing, prototyping, and cognitive walkthroughs. Below are two case studies to help illustrate different ways in which these tools and techniques can be applied to create successful outputs.

Case Study 1 – Retail

The first example is the development of an ecommerce website for a retail company. Through customer research, the team was able to identify key pain points and usability issues that the customer was experiencing with its current website. The team then used wireframing to develop a prototype that incorporated the customer’s needs and addressed any usability issues. During the development process, usability tests were conducted to allow the team to observe user interaction and make any necessary changes. Finally, a cognitive walkthrough of the final product was conducted to make sure it was intuitive and easy to use. The end result was an improved user experience for the customer and an increase in sales for the company.

Case Study 2 – Online News Service

The second example is the development of a mobile app for an online news service. The design team conducted user research to identify how the customer read news on their mobile device and what features they would like to see implemented. The team then created wireframes and interactive prototypes to incorporate the customer’s needs. During the development process, a usability test was conducted to observe user behavior when navigating the app. Finally, the app was tested through a cognitive walkthrough to make sure it was user-friendly. The end result was an enhanced user experience for the customer and an increase in the number of active users of the app.

Conclusion

These two case studies demonstrate the power of human-centered design tools and techniques. By understanding the customer’s needs and incorporating them into the design process, you can develop successful digital products that are tailored to the user’s needs and improve customer experience.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

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Using Design Thinking to Create Engaging Experiences

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Using Design Thinking to Create Engaging Experiences

GUEST POST from Art Inteligencia

Design thinking has become the modern go-to solution for creating engaging experiences. Its focus on user-centric experience drives the creation of products and services that are tailored for individual needs. Design thinking is a problem solving approach that fosters creative collaboration and encourages feedback from customers, stakeholders, and designers.

With design thinking, teams can develop a product based on customer needs and wants, rather than guessing what customers will respond to. The process involves understanding customer experience, defining the user’s journey, prototyping, testing, and validating to ensure an optimal product or service. By focusing on customer needs, organizations can create personalized experiences that drive customer loyalty and satisfaction.

Let’s look at two case study examples of how design thinking can create engaging experiences.

Case Study 1 – Marriott

First, we can turn to the hospitality industry. Marriott, the leading hospitality company, has used design thinking to create an enhanced guest experience. For example, the company created the Marriott Luxury Connect program which incorporates GPS technology and room services in order to offer guests a more personalized experience.

By collecting and analyzing customer data, the program can generate tailored experiences. Through this program, guests get to experience benefits such as discounts, early check-ins, and priority access to hotel fitness centers. Marriott has also launched a digital tool that allows guests to check restaurant availability and order room service through their phones. This modern approach takes customer engagement one step further by allowing them to have a smoother, more enjoyable experience.

Case Study 2 – Macy’s

On the other hand, we can look to the retail industry. Macy’s has been a leader in using design thinking to transform their retail experiences. The department store has created an app that uses facial recognition software in order to identify shoppers and tailor their experiences. By gathering data such as age, location, and past purchases, the software can create personalized product recommendations.

Macy’s has also implemented virtual changing rooms that customers can use to get a realistic view of how a suggested outfit looks on them before they purchase. These virtual changing rooms will also offer tips to accessorize the outfit with items that the store currently has in stock.

Conclusion

Overall, design thinking has proven to be an essential tool for creating engaging experiences. By understanding customer needs and wants, businesses can use design thinking to create personalized products and services that will drive customer satisfaction. Through the examples of Marriott and Macy’s, we can see that both the hospitality and retail industries have embraced design thinking in order to create more meaningful customer experiences.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

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Engaging Stakeholders in Human-Centered Design

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Engaging Stakeholders in Human-Centered Design

GUEST POST from Art Inteligencia

Engaging stakeholders in Human-Centered Design has become more important than ever for organizations that are looking to create user-friendly products and services. By engaging stakeholders in the design process, organizations are able to identify potential risks, validate their decisions, and begin to create experiences that are beneficial to both the organization and the customer.

The following article will discuss why stakeholder engagement is vital for Human-Centered Design (HCD) and provide two case studies that demonstrate the effectiveness of engaging stakeholders in HCD.

What is Human-Centered Design?

Human-Centered Design (HCD) is a process of designing products, services, and systems that are centered around the needs, wants, and values of the human user. It focuses on understanding the user’s behavior and their context to create tailored products or services that are both useful and usable by the user.

Why is Engaging Stakeholders for HCD Important?

Engaging stakeholders is a crucial step for organizations to be successful in Human-Centered Design. When stakeholders are engaged in HCD, they are able to provide insights into users’ behavior and context that can help inform design decisions. Stakeholders can provide invaluable feedback on how a product or service meets user needs.

This feedback can help to shape the design process and create valuable experiences for the user. Engaging stakeholders can also help to reduce technical risks, identify potential pitfalls, and validate assumptions. Finally, stakeholder engagement provides opportunities for organizations to build strong relationships with stakeholders, which can lead to more successful products and services.

Case Study 1 – Amazon

The online marketplace giant, Amazon, is a great example of successful stakeholder engagement in Human-Centered Design. Amazon was one of the first companies to embrace HCD and integrate various stakeholders into the design process. Amazon was able to engage stakeholders throughout the development process by setting up cross-functional teams that leveraged feedback from customers, vendors, and partners.

By engaging stakeholders, Amazon was able to better understand user behaviors and create tailored products and services that resonated with customers. As a result, Amazon was able to improve the customer experience and increase engagement with the brand.

Case Study 2 – LinkedIn

The professional networking platform, LinkedIn, is another example of successful stakeholder engagement in Human-Centered Design. LinkedIn leverages stakeholder feedback to create an effective user experience. LinkedIn was able to engage stakeholders by hosting user workshops, holding interviews with customers, and conducting surveys.

By engaging stakeholders, LinkedIn was able to gain insights into user needs and behaviors, as well as potential risks and pitfalls. This allowed them to create tailored Experiences that were beneficial to both the user and the organization. As a result, LinkedIn was able to create more meaningful connections and increase engagement with the brand.

Conclusion

Engaging stakeholders in Human-Centered Design is a key component of successful product development. Stakeholder feedback can provide vital insights into user behaviors and context, as well as identify potential risks and validate assumptions. Companies like Amazon and LinkedIn have demonstrated effective stakeholder engagement in HCD and the positive impacts it can have on product and service development. By embracing stakeholder engagement, organizations can create tailored experiences that are beneficial to both the user and the organization.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

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An Introduction to Design Thinking: The Benefits and Challenges

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An Introduction to Design Thinking: The Benefits and Challenges

GUEST POST from Chateau G Pato

Design thinking has been used to help innovators, entrepreneurs, and companies develop ideas, processes, and products to tackle various challenges, such as customer service problems and market openings. It’s an iterative process that helps individuals and organizations explore, empathize, ideate, and prototype solutions to their challenges. In this article, we will explore the benefits and challenges associated with design thinking as well as provide two case study examples to illustrate its effectiveness.

The Benefits of Design Thinking

Design thinking offers numerous advantages, including but not limited to:

1. Encourages Idea Exploration: The process encourages exploration and experimentation since it allows for unlimited possibilities to be considered when developing solutions.

2. Encourages Collaboration: It helps individuals and teams work together on projects in an open and inclusive manner, which facilitates problem solving and encourages cooperation.

3. Enhances Creativity: Since it focuses on developing innovative solutions to existing problems, it encourages individuals to think out-of-the-box and come up with creative solutions.

The Challenges of Design Thinking

Although the benefits of design thinking are clear, there are some challenges that organizations have to face when implementing it.

1. Its Scope is Limited: Since it is focused on solving specific problems, the scope of a design thinking project is often limited.

2. Time Consumption: As the design thinking process follows an iterative approach, it requires a significant time commitment from individuals and groups to develop solutions that are feasible.

3. Resistance: The process may also be met with resistance from those who are used to traditional processes and methods as design thinking requires a shift in thinking and approach.

Case Study 1 – Spotify

Spotify, a music streaming service, used design thinking to develop an enhanced listening experience for its users. By utilizing the design thinking process – understanding users’ needs, building prototypes to test feedback, and iterating on features – Spotify was able to create personalized playlists and other services that attracted new customers and users.

Case Study 2 – AirBnB

AirBnB, a hospitality marketplace, also used design thinking to focus on the needs of their customers and develop new products. By utilizing empathy and research to understand customers’ needs, AirBnB was able to develop new features such as experiences, photography, and design options that enabled them to create a more comprehensive user experience.

Conclusion

In conclusion, design thinking has many benefits, such as idea exploration, collaboration, and creativity, but also has some challenges associated with it, including a limited scope, time consumption, and resistance. However, two case studies – Spotify and AirBnB – demonstrate how design thinking can be an effective problem-solving tool when utilized correctly. We hope this introduction to design thinking has been helpful for you. Good luck!

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The Benefits of Human-Centered Design in Business

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The Benefits of Human-Centered Design in Business

GUEST POST from Chateau G Pato

Human-Centered Design (HCD) is a customer-centric approach to product design, marketing, business development and customer service that is quickly becoming an important business strategy. HCD focuses on understanding the needs and desires of customers, enabling companies to better understand the desires of their customers, develop more competitive products and services, and create more effective long-term customer relationships.

There are many benefits to the application of HCD in business, such as enhancing innovation, improving customer loyalty, and reducing development costs. HCD is also an effective tool for gaining insights into customer needs and wants, enabling companies to create better products and services that meet those needs and wants. Let’s take a look at the key advantages of applying Human-Centered Design in business, through two case studies.

Case study 1 – L.L. Bean

The US-based retail apparel brand, L.L. Bean, wanted to create an omnichannel retail experience for their customers. To achieve this, they employed human-centered design, allowing them to understand how customers shop, how they expect their shopping experience to be, and what they value from the experience. The HCD approach enabled them to develop a personalized experience that satisfied their customers’ needs and wants, and resulted in a 50% increase in their online sales within the first three months of the implementation.

Case study 2 – House of Fraser

The UK-based lifestyle retailer, House of Fraser, was facing increasing competition from online retailers such as Amazon and needed to make a competitive shift in their business. To do so, they incorporated a human-centered design process into their digital transformation plan. Through user research, interviews, and market analysis, they identified key customer needs and demands, enabling them to develop innovative products and customer service offerings that met their customers’ requirements. This resulted in increased customer loyalty and an improvement in market share.

Conclusion

Clearly, there are numerous benefits to using human-centered design in business. By allowing companies to gain insights into their customers’ needs and wants, and to create better products and services that meet those needs and wants, HCD can help businesses stand out in their competitive environment. Furthermore, by enabling companies to focus on customer satisfaction, HCD can promote consumer loyalty and increase market share. If you are a business looking to remain competitive in today’s market, then implementing Human-Centered Design could be a great strategy for you.

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The Role of Empathy in Human-Centered Design

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The Role of Empathy in Human-Centered Design

GUEST POST from Art Inteligencia

The concept of empathy has gained traction in recent years. Empathy is typically defined as the capacity to understand or feel what another person is experiencing and to share their feelings. In the design world, empathy is often heralded as the one tool that can help create truly human-centered designs. This article looks at the role of empathy in the context of human-centered design (HCD) and provides case study examples of companies that have successfully leveraged empathy to design user experiences that truly resonated with their users.

The concept of HCD is built on understanding the user on a deeper level. It is more than just understanding a user’s demographic characteristics or their technical needs. HCD seeks to understand the user’s emotions, their values, and their aspirations. It is an approach that seeks to craft user experiences that are not only practical, but also emotionally rewarding. Empathy is the key tool for unlocking the potential of HCD.

At its heart, empathy is about understanding and caring deeply for users and their experiences. Designers must be willing to go beyond just understanding the technical requirements of a user and instead strive to understand the value they add to their lives. To effectively leverage empathy for HCD, designers must have an understanding of the user that goes beyond just demographics or data points. They must be willing to dive deep into the holistic user experience – from their beliefs to their motivations, their joys and their fears – and create designs that acknowledge all these different facets of a user.

Empathy can be used to create experiences that are tailored to the individual user. Just as different users have different needs and values, different designs can be crafted to address different users’ needs and aspirations. Through this approach, designers can create experiences that are truly tailored to each individual user, and this is the heart of HCD.

To better illustrate how empathy can be used to create human-centered designs, here are two case study examples:

Case Study 1 – Airbnb

Airbnb’s success is largely attributed to its ability to create user experiences that are both practical and emotionally engaging. Through their empathy-driven approach, they have created a platform that deeply connects users with each other and allows for personalized experiences. For example, Airbnb’s “Experience” service provides users the opportunity to explore the cities they visit with unique experiences tailored to their individual interests.

Case Study 2 – Apple

Apple is a company that understands the importance of empathy in design. Their products have long been known for their user-friendly interfaces and thoughtful user experience design. Through their empathy-driven design approach, they have crafted products that are so intuitive to use that they have become a household name.

These case studies demonstrate how the use of empathy in design can result in user experiences that users truly love. By taking the time to understand and honor the individual user, designers can create designs that truly resonate with their users.

Conclusion

Empathy is a powerful tool for design that can be used to create user experiences that are both practical and emotionally rewarding. It is the key to unlocking the potential of human-centered design, and companies such as Airbnb and Apple have demonstrated the immense potential of empathy for creating truly user-centric experiences.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

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Design Thinking for Non-Designers

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How to Approach the Problem Solving Process

GUEST POST from Chateau G Pato

In the world of design, getting started with creative problem solving can feel intimidating if you don’t have a design background. Understanding how to approach a problem from a different perspective is key to success when it comes to finding viable solutions. In this article, we’ll be discussing the basics of design thinking and introducing two case studies that demonstrate how it can be used for both creative and practical problem solving.

What is Design Thinking?

Design thinking is an approach to problem solving that focuses on human-centered solutions. It was popularized by design firm IDEO, which is known for its innovative products, like the now-ubiquitous Apple Mouse and the Segway. Design thinking is based on the idea that creative solutions and useful products can be used to meet pressing needs in any project. When it comes to problem solving, design thinking encourages a multidisciplinary approach that includes ideation, prototyping and iterative testing.

At its core, design thinking is about asking the right questions and understanding what the user needs from a product or service. The process starts with an initial investigation into the problem, followed by brainstorming to find possible solutions. Once potential ideas have been identified, the next step involves prototyping and experimentation to discover the best approach. Iterative testing and user feedback help to identify areas for improvement, while also informing the end result. Ultimately, the design thinking process can identify both creative and practical solutions that address the original problem.

Case Study 1 – McKinsey & Co: Designing an App for the Nonprofit Sector

In 2020, McKinsey & Co partnered with the World Wildlife Fund to design a mobile app that would help the nonprofit sector better organize its data. In order to create a product that could truly serve the needs of the sector, the team began by conducting research on the current state of data management and the pain points among nonprofits. Once they identified the problem, they used design thinking to create a product that would solve it.

The team conducted interviews, ran surveys and observed user behavior in order to gain deeper insight into the nonprofit sector and better understand their goals. This enabled them to develop an app prototype that addressed the identified pain points and provided innovative solutions for the nonprofit sector. After consulting with the target audience and refining the product, the final version of the app was released and it quickly became a success.

Case Study 2 – Zenden: Delivering Smart Energy Solutions

This example highlights how design thinking can be used to create a product that meets current needs. Zenden, an energy-focused startup, wanted to create a smart energy system that would improve the efficiency of renewable energy sources and reduce carbon emissions. The team used the design thinking process to develop a solution that would meet this goal.

The team first conducted research on the current energy landscape and identified challenges stemming from energy availability and sustainability. They then held brainstorming sessions to come up with possible solutions and interviewed energy industry professionals to refine their ideas. After extensive prototyping and testing, the team was able to develop a solution that provided a reliable energy source and drastically reduced energy waste.

Conclusion

Design thinking is an invaluable tool for problem solving that allows creators to understand a problem from a human-centered perspective and come up with creative solutions that meet users’ needs. Both of the cases presented here demonstrate how design thinking can be used to create products that consider the needs of the user and deliver potential solutions. With the right approach, even those without a design background can create products that meet the needs of their audience.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

Image credit: Unsplash

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Join Me at Innovation Leader’s IMPACT 2019 in San Francisco

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Join Braden Kelley at Innovation Leader's IMPACT 2019 in San Francisco

Want to find out how to learn fast instead of failing fast?

Join me in San Francisco, CA next month – October 22-24, 2019 at Innovation Leader’s IMPACT 2019, their annual conference where innovation leaders from organizations around the world will meet to share innovation best practices.

I’ll be doing a keynote and workshop that will give participants hands-on experience with The Experiment Canvas™ from my forthcoming Human-Centered Innovation Toolkit™.

The Experiment Canvas™ is one of the many tools that I’ve already created for the Human-Centered Innovation Toolkit™, and it is an incredibly valuable tool for use by people following Design Sprint, Design Thinking or other innovation methodologies to craft and execute experiments.

If you’d like to get involved as a patron or premium sponsor to help finish toolkit development and distribution, please contact me.

Otherwise, I look forward to seeing you next month in San Francisco!

Connect with me on Twitter (@innovate) to orchestrate a meetup to learn about my work at Oracle or to sit down with me at the event to explore any of the powerful tools in the Change Planning Toolkit™ or Human-Centered Innovation Toolkit™.

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