Designing Concepts With Data
Today’s companies intensely engage in new-creating activities, while simultaneously collecting more and more
data. Data help designers and developers generate novel solutions ranging from minor improvements to major new services.
Data also play a key role in understanding and designing the customer and user experience. This study examined seven
successful startup companies to expand understanding of today’s practices and tomorrow’s possibilities in designing with
data. This paper introduces a data-driven concept creation framework showing that data can be employed in improvements,
optimization, experiments and new solutions. The aim is to meet the need for new, data-oriented approaches in design and
front-end innovation, driven by digitalization, servitization and automatization.
Keywords- Concept Design, Front-End Innovation, Experience Data.