The Fantastic Voyage: Using Design to Get Into the Mind of the Customer »
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| Speaker | Dorenda Britten |
 Design is a concept based on principles of 'getting it right'. The end goal is to put something in front of the customer that they will desire and purchase and want more of. Design leadership is about incorporating these principles into every aspect of a business to ensure that everything is geared towards creating products and services that are extraordinary, and that are sought after by customers.Traditional wisdom says 'ask the customer what they want and deliver it to them'. Design says 'don't bother, they don't know'. One of the greatest challenges in design is getting into the mind of the customer, rather than just listening to their voice; figuring out where the customer will be by the time the product or service is ready for market. Design offers a framework and tools through which to achieve this goal. Dorenda Britten is proactive, collaborative, open-minded and principled. She is deeply committed to raising the trading balance of New Zealand through developing high value products and services, and has a personal dream that design has become an acknowledged element in connecting New Zealand's creative talent to business opportunities. Come on this voyage of discovery with a remarkable woman. | |