The case of a missed opportunity? A closer look at how industrial design skills could help companies create customer satisfaction

Paper in proceeding, 2009

The aim of this paper is to explore how companies relate to customer understanding in the front end of the development process, and what role industrial designers who were involved in concept development in two Swedish companies came to play. The paper is based on two exploratory case studies, and suggests that the inclusion of industrial designers in concept de-velopment could be one avenue to increased understanding of unspoken customer needs.