Book Chapter

Integrating Design into the Fuzzy Front End of the Innovation Process

Giulia Calabretta, Gerda Gemser

Design thinking: new product development essentials from the PDMA | John Wiley and Sons Inc | Published : 2016


Managers recognize the importance of the fuzzy front end (FFE) for successful innovation. This chapter provides guidelines on how design professionals and their practices and tools can help companies overcoming FFE key challenges. The chapter then discusses three FFE key challenges: defining the innovation problem(s), reducing uncertainty by managing information appropriately, and getting and maintaining commitment from key stakeholders. Then, it moves to explaining which and how design professionals' practices and tools can help overcome these FFE challenges. The chapter concludes with advice on how to optimize collaboration with designers in the FFE. All FFE activities require significant ..

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University of Melbourne Researchers