A design led innovation approach to gathering deep customer insights in the aviation industry

Price, Rebecca, Wrigley, Cara, Bucolo, Sam, & Dreiling, Alexander (2013) A design led innovation approach to gathering deep customer insights in the aviation industry. In Sugiyama, Kazuo (Ed.) Consilience and Innovation in Design Proceedings and Program vol. 1, Shibaura Institute of Technology, Tokyo, Japan, pp. 2195-2205.

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Research has long documented the value that design brings to the innovation of products and services. The research landscape has transformed in the last decade and now reflects the value of design as a different way thinking that can be applied to the innovation of business models and catalyst for strategic growth. This paper presents a case study of gathering deep customer insights through a design led innovation approach and reveals industry perspectives and attitudes towards the value of deep customer insights within the context of a leading Australian airport corporation. The findings highlight that the process of gathering deep customer insights encourages a design led approach to testing assumptions and developing stronger customer engagement. The richness of the deep customer insights also provided a bridge to future thought by provoking possible product, service and business innovations which aligned to the airport corporation’s vision. The implications of the study reveal how quantitative market data, which reveals broad sociocultural trends into ‘how’ and ‘what’ customers interact with within an airport, can be strongly validated and built upon through qualitative deep customer insights that explore ‘why’ those choices to interact are made. Future research is then presented which aims to widely disseminate a design led approach to innovation within internal stakeholders of the airport corporation through the development of a digital strategy.

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ID Code: 61390
Item Type: Conference Paper
Refereed: Yes
Keywords: Design Led Innovation, Design Thinking, Deep Customer Insights, Passenger Experience
ISBN: 9784998077633
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2013 Please consult the authors
Deposited On: 17 Jul 2013 05:52
Last Modified: 26 Aug 2016 16:22

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