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For Customer Experience Professionals

Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

A Design Revolution Series Report

October 17, 2019


Why Read This Report

Many companies mistakenly believe that effective design is driven by instinct, not research, or that research is a "nice to have" that's too time-consuming. But instinctive design relies on assumptions that are risky at best and misleading and profit-destroying at worst. This report for experience design (XD) professionals and their colleagues explains why in terms they can use to communicate to their executives to dispel these misunderstandings. It also provides a guide to Forrester's reports on the subject and will help you make the most of design's revolutionary potential.

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Table of Contents

  • Many Firms Neglect The Research Required For Great Design
  • Experiences That Don't Meet Market Needs Fail
  • Design Research Is A Deep Discipline With Broad Applicability
  • Graduate From Instinctive To Empirical Innovation
  • Recommendations

  • Teach Colleagues The Why And How Of Conducting Design Research
  • Thrive On The Design Revolution
  • Supplemental Material
  • Related Research Documents

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