Company One has an excellent UX department, and begins their projects with discovery. They pride themselves on reading user research reports, understanding their users, and developing products with the user in mind. Company Two also has an excellent UX department, but they don’t use reports or create personas. Crazy? Maybe. Poor UX? No! Company Two brings their users into the office, to co-create.
In the past decade, new technologies ranging from Twitter to customer service chat-windows have led to an increase in the quantity and quality of interactions between people and organizations. But listening to user feedback isn’t where the company-user interactions end. Today more than 50% of Fortune 500 companies have made co-creation an integral part of their innovation strategy, as Andrew Welch—Chief Executive Officer of Y&R reports.
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