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Final Reflection on Customer Insights for Innovation

     As the semester draws to a close, I find myself reflecting on the transformative journey I have experienced in Customer Insights for Innovation . This course challenged my preconceptions about problem-solving, encouraged me to embrace creativity, and provided a deeper understanding of the customer’s perspective. It wasn’t always easy, but the challenges and insights gained along the way have shaped how I think about innovation and collaboration.      One of the most difficult aspects of the course was adapting to the non-traditional approach of design thinking. Initially, the ambiguity of the Discover Phase left me feeling uncertain. I wasn’t accustomed to letting the customer’s perspective dictate the direction of the problem-solving process. Conducting interviews and synthesizing insights felt overwhelming at first, as I worried about whether I was asking the right questions or interpreting the responses effectively. However, as I moved through the p...

What If? What Wows?

     Over the past few months, we have been diving into ideation and prototyping—two integral steps in the design thinking process. It’s fascinating to see how these phases evolve from conceptual brainstorming into something tangible. I want to take this blog post as an opportunity to reflect on what I've experienced, the challenges I faced, and what I've learned from each phase.      The ideation phase was exciting, but also quite overwhelming. During our class session on ideation, we discussed how ideas need to be limitless—a space where no thought was too wild or unrealistic. Initially, I found myself holding back, possibly due to my desire to filter ideas before they were even verbalized. This limiting mindset changed once we started our group brainstorming session. I quickly realized the value in a free, unrestrained flow of ideas, as some seemingly outrageous suggestions sparked genuinely innovative approaches. A key takeaway for me here was the impor...

Understanding the Discover Phase in Product Innovation

     The Discover Phase in product innovation is about deeply understanding the customer—their behaviors, preferences, and choices. Before developing solutions, we need to immerse ourselves in the customer’s world, observing and engaging with them to frame the right problems.      My field observations were essential in gaining insight into customer behavior. At Chick-fil-A, I saw that most customers dined in groups, with the inviting atmosphere encouraging conversation. Few chose healthier options, showing that brand expectations often drive menu choices. At Taco Bell, I observed quick, transactional visits with little social interaction, emphasizing convenience over healthy eating. In contrast, CAVA’s open, bright design attracted health-conscious customers who valued the overall dining experience and enjoyed lingering to socialize.      A key insight from these observations was the relationship between a restaurant’s physical environment a...

Design Thinking Bootcamp: Simplifying Innovation Through Empathy and Iteration

       The Design Thinking Bootcamp gave me valuable insights into how design thinking can tackle ambiguous problems, particularly through our group exercise on creating the ideal cell phone. The activity emphasized empathy and the need to deeply understand customer needs. We explored this concept through interviews with our group members.      We began by interviewing each other to see how our phones fit into our daily lives. This forced us to drop assumptions and approach the conversation with real curiosity. It wasn’t easy, as we often assume we know how people use their phones, but the exercise required us to ask open-ended questions and pay close attention to subtle cues, even non-verbal ones. Through this process, we moved past simple answers and uncovered deeper frustrations and desires.      For example, my partner initially said they used their phone mostly for communication, but after more discussion, we realized we didn’t need...

Innovation in BUAD 451: Navigating Change and Creating Value

     As I dive into BUAD 451, I'm realizing just how much innovation is about embracing change. Innovation isn't just about coming up with new ideas—it's about taking those ideas and turning them into something valuable. It’s about adapting to what’s new and figuring out how to make it work in the real world.      One of the things that’s really standing out to me is how innovation happens. Sometimes it’s driven by a “knowledge push,” where new technology or discoveries open up possibilities we hadn’t even thought of before. Other times, it’s a “need pull,” where a demand or gap in the market pushes for something new. Understanding these forces is key to learning how to market products that are not just innovative but also meaningful to consumers.      This perspective ties in with what I’ve learned in my previous courses at William & Mary. In my Intro to Innovation & Entrepreneurship (I&E) class, we covered the basics of where in...