Best Practice Report

Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

A Design Revolution Series Report

October 17th, 2019
David Truog, VP, Principal Analyst
David Truog VP, Principal Analyst
Gina Bhawalkar, Principal Analyst
Gina Bhawalkar Principal Analyst
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Kelly Price, null
Kelly Price
Karine Cardona-Smits, null
Karine Cardona-Smits
Andrew Hogan, null
Andrew Hogan
Jennifer Wise, null
Jennifer Wise
With contributors:
Maxie Schmidt , Harley Manning , Amanda Chen , Amelia Nickels , Shayna Neuburg

Summary

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 explains why in terms they can use to communicate to their executives to dispel misunderstandings and provides a guide to reports that will help you make the most of design’s revolutionary potential.

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