Contextual innovation delivers user-centric design

Human Factors International offers brand owners an event to explain its design methodology encapsulating the usability of products to create immediate consumer appeal and competitive edge.

Markets for new and existing products, services and business processes are no longer homogeneous.

Greater diversity amongst today's and tomorrow's consumers requires a radical new approach to the concept of design and greater insight into the market environment.

Breakthrough products and services will only gain the competitive edge if they appeal to and satisfy their target markets' needs.

The world's most innovative companies are responding by embracing user-centric design innovation to create breakthrough products with immediate consumer appeal and ease of use.

Leading the field, Human Factors International, which was launched 25 years ago, has pioneered a design methodology encapsulating the usability of products and how they can be adapted to new markets.

Termed 'contextual innovation', it positions all aspects of design, including research and development, firmly within the social and cultural context of a product's target consumers.

Bringing together ethnographic (the scientific description of races and cultures), business, design and technical elements, it is a multidisciplinary process of inquiry that focuses on user interactions, not only to acquire an in-depth understanding of existing and potential product users, but also to drive innovation and exploit increased market opportunities.

For those wishing to be part of today's revolution in innovation and design of products and services with immediate relevance for users, Human Factors International is running a two-day workshop at London Art House in Islington, London, on 19 and 20 April 2007.

Led by Apala Lahiri Chavan, managing director of Human Factors International India, the workshop, entitled How to Create Breakthrough Products and Services through Contextual Innovation, will cover three principal themes: Find Your Space, Know Your User and Create Concepts.

Designed to inspire new technology innovation, delegates will learn how to apply the contextual innovation methodology developed by Human Factors International.

By the end of the two-day session, they will have a proven framework and practical tools for identifying and studying their target markets, assessing potential obstacles, and analysing and using a wealth of information to reach their identified targets.

Within this context, delegates will also be taught how to carry out ethnographic studies of user segments and transform this data into practical ideas using an Ecosystem Chart.

Not to be missed by industrial designers, design researchers, ethnographers, marketers, brand strategists and usability professionals, this groundbreaking workshop is being offered at a special introductory price of GBP785 (inclusive of VAT).

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