SIX
Product Design
Coloplast
A SENIOR EXECUTIVE AT A major medical supply company was looking for a new direction for one of his best-selling products. He was staring at a conference table covered with R&D proposals containing net present value calculations, but it just didn’t feel right. Nothing in any of the numbers could tell him how people actually experienced the product.
He set the calculations aside and, instead, initiated a different kind of exploratory process using ethnography to study how people experienced living with his product.
When the data came back in, however, his team was overwhelmed. How do you find the needle in the haystack when you have thousands of photos, gigabytes of video, and endless field notes and other artifacts? ...
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