Outside in
Damian Kernahan (featured earlier) just published his second article in Fast Thinking, an Australian innovation quarterly — this time on user-centred design.

“Web designers have had a focus on user-centred design and have used it successfully as a discipline for many years and any Google search you care to undertake will be littered with web page and digital references. So what is ‘user-centred design’ and why hasn’t it taken off in the mainstream of Australian business? Why haven’t Australian businesses embraced using a methodology that allows them to get up close and personal with their customers and truly understand their customers’ unmet needs and wants for both products and services? And what is the process for user-centred design and how can companies employ it to keep hold of their most valuable customers in a market where every customer is increasingly precious?”

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