Best Practice Report

Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

A Design Revolution Series Report

October 17th, 2019
With contributors:
Maxie Schmidt-Subramanian , 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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.