Best Practice Report

Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

A Design Revolution Series Report

October 17th, 2019
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


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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