Paper

Balancing Left-Right Bias in User-Centric Design Processes

Combining the power of the analytical left brain and the creative right brain in product development

The success of any product ultimately depends upon whether clients prefer, choose and use it. Understanding clients’ lives and mental models, therefore, is a prerequisite for product design. However, researchers and designers often overlook the second element – the organizational buy-in and strategic feasibility of the creative ideas. Market research and user-centric design starts to look less meaningful when excellent product ideas are not adopted by the institution. This failure can be credited to a lack of focus on addressing the left brain and right brain bias.

This Note discusses MicroSave’s Market Insights for Innovation & Design (MI4ID) approach to Concept Distillation and how it balances these biases in the product development process. It gives a glimpse of the approach through which MicroSave is able to engage business managers in design process and ensure ownership and feasibility of the product designed.

About this Publication

By Premasis Mukherjee, Akhand Tiwari
Published