Black
In a thoughtful reaction to the Bruce Nussbaum statement that “innovation is the new black” [or was it Michael Bierut's?], Jared M. Spool reflects in detail on the cases of Apple and Netfix, the two innovation examples that many top executives at practically every corporation regularly discuss.

“What Apple and Netflix did, while not simple, was straightforward. The value they created came from innovations that dramatically improved the user’s experience. They looked hard at the current experience and focused on designing an ideal one.”

“Those insights led to industry-changing innovations that have made an indelible impression on businesses everywhere.”

“Understanding the user experience isn’t new. It’s something designers and researchers have done for years. However, because it’s linked to innovation and innovation is now an important corporate objective, its value has increased.”

“Now organizations realize they have to study how users currently experience their products and service. From this, they derive insights into how to make improvements and those improvements go into the design the teams aspire to achieve.”

“As innovation is now the new black, experience design is the fabric of new insight. The work designers do is now the hot spot to be.”

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