Abstract

A new era of collaboration is upon practitioners in the creative industries. Design’s shift in focus from strict usability to an encompassing view of user experience has garnered the attention of businesses hoping to better respond to customers’ needs. As a result business is partnering with design during early stages of the innovation process, placing designers in a unique position to influence the purpose and consumption of future products. In response, this paper attempts to analyze the effects of opposing product development strategies that designers, in these new roles, may face.