Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

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.