Design Thinking
FROM TECHNOLOGY-DRIVEN TO EXPERIENCE DRIVEN INNOVATION: A CASE FROM THE AVIATION INDUSTRY USING VIP
Wan-Jen Jenny Tsay, Christine de Lille
Zodiac Aircatering Equipment Europe B.V. (Netherlands), TU Delft
Wanjentsay@gmail.com
Keywords: Experience-driven, innovation, ViP, co-creation
Abstract
Manufacturing industries have been challenged to transform their technology-driven innovation towards experience-driven innovation for forecasting innovation. This paper presents a vision-driven innovation framework that is context- based and user-centered, for supporting a major aviation manufacturer in the transition of its innovation process to become an active on-board service enabler. This paper describes an action research case study that was carried out in the R&D department of the aviation manufacturer. The developed eight-phase approach uses user-experience insights as the main driving force to support forecasting of innovation for Zodiac Aerospace, to enable multiple internal and external stakeholders (designers, sales managers, passengers, cabin crews, and airline inflight service teams) to play active roles in different phases of the innovation process (from providing qualitative insights of air travel experience, to co-formulating future vision, and to evaluating the designed concepts). This paper contributes knowledge by a step-by-step approach to guide manufactures to innovate from a holistic perspective, extending the ViP approach by taking end-users into account to support a transformation from technology-driven to experience driven innovation.
This paper is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International licence.
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Cite this paper: Tsay, W.J., de Lille, C. (2016). From Technology-driven to Experience-driven Innovation: A case from the aviation industry using VIP. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.
This paper will be presented at DRS2016, find it in the conference programme