Innovation Through People Centred Design: Lessons For UK Business From the USA
December 14, 2004 | Levent OZLER
A DTI funded mission to the West Coast of USA, organised in October 2004 by the University of Surrey, has found that UK companies risk the danger of falling behind their innovative USA competitors when it comes to exploiting design to deliver products that customers want to buy.
The mission, led by Dr Nina Wakeford, Director of Incubator for Critical Inquiry into Technology and Ethnography (INCITE) at the University of Surrey, was made up of delegates from the Design Council, Orange, BT, PDD, Instrata, Sky Blue Pink and the BBC.
It met with major technology and design companies, universities and other professionals based on the West Coast of the USA to understand the latest developments in the practice of user-centred methods, and to explore the potential for international commercial collaborations. Among those visited were Microsoft, Intel and BMW.
Findings from the mission were today published in a report to be launched during the DTI Global Watch Mission Seminar at the Design Council.
As well as presentations from the mission members, participants attending will be able to hear first hand from US speakers, Herman D'Hooge (Intel Corp) and Uday Dandvate (SonicRim) about how their organisations are linking design and user centred needs.
The DTI's ambition for the UK is to create the conditions where UK industry
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