Laura and Marty talked about “DCE’s” – Desired Consumer Experiences and how being able to connect the aspirations of your customers with specific design attributes provides a concrete, actionable foundation for innovation!
As Pfizer strives to become a more design-oriented organization, they knew they had to create a framework to enhance their innovation process’something that could give their consumers an experience they desired. (i.e. Starbucks’ sensory cues: their menu language, music, type of furniture, baristas).
And what they discovered about using this DCE model is that once it gained internal momentum, it became repeatable!!