Ampersand’s Roger Mader illustrates a better, comprehensive approach to the design process, sometimes called Design Thinking, to produce structured innovation. Memorial Sloan Kettering Cancer Center offers a compelling case study.
1. Define the challenge from the business perspective to align sponsors and balance risk & reward.
2. Discover needs in context, using qualitative and quantitative methods to characterize user behaviors and market participants who may help or hinder their quest.
3. Design fast and cheap, rapidly sprinting through iterations to refine best solutions.
4. Deploy for optimal market impact with the sponsorship you require.