Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 16

CHAPTER 3 MEANING

• Share: to share insights with team who are working on envisioning activity for the
given context, and to and bring together, compare and discuss the result from envisioning step in order to enrich results or to further identify new interpreters.

Design, in Latin “de + signare” as making sense
(of things.)
Klaus Krippendorff

A innovative product or service arose not just because it never exists or it’s different in
the form of appearance and functionality. A user’s interpretation derived from using this
particular product or service is a unique experience that one is always different than the
other. It’s the meaning that a user has given to the usage of this product/service, or the

Design-driven innovation approach (Verganti, 2009)

meaning established by this product-service system that attract users who share the
same cognition.

• Connect: to building possible design scenarios by finding the connections between the

When it comes to explore new meaning for Craftventure users, I adopt the ideation

envisioned proposals. An effective approach is to identify several dimensions with as-

process from Design-Driven Innovation principle which includes 5 major steps: envision,

pects of each clustering into opposing polarities.

share, connect, select and embody19. This five steps are can be used in workshop assisting in given context in order to decide design direction. Key activities within each step
are:

• Select: to gauge which design scenarios to move on based on dimensions and factors.
• Embody: To give form to a new meaning and language and to facilitate the idea com-

• Envision: to produce insights. By introducing key interpreters who are immersed in the
design discourse to share their interpretations, we envision the implications from our

munication to relevant audience in order to move on to next conceptualization and
product development.

own research and explorations in order to give form to our insights through various
media: metaphors, analogies, stories and prototypes.

19 Verganti, R. (2009). Design-Driven

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Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean. (R. Verganti, Ed.)Harvard Business School Press Books (Vol. 52, p. 1)