Emotion-Driven Innovation: A Methodology to Envision Emotion-Focused New Product Ideas

It is now widely recognized that the emotional dimension of products and services is a critical success factor in many sectors. Generating products with significant emotional features is a complex challenge, as professionals responsible for designing and developing new products should be able to focus the design effort on eliciting specific emotions. But how do designers prepare themselves to convey emotions through the products they design? How do they know how to provoke certain emotions? To obtain the benefits that the knowledge of emotions can bring when it is integrated into the design process, professionals need to be assisted with approaches to apply the knowledge of emotions systematically and strategically.

This book presents the development of a process to support product design teams to envision emotion-focused new product ideas - Emotion-Driven Innovation (E-DI). The E-DI process supports designers in identifying the occurrence of emotions in a certain category of products present in the market and applying this information to make strategic decisions when defining the emotional intentions for the new product. It also helps to focus their creative thinking to develop strong and meaningful emotion-centric new product ideas. This book targets a professional audience wanting to learn more about this process and provides useful tools and frameworks that can be applied in real-life cases.

Teresa Alaniz works as a Design Director and Strategist in a boutique consultancy company in Italy. She supports companies of small to big sizes in digital transformation applying design and agile methodologies to internal operations of the companies, or external markets to understand their dynamics. She received her PhD in Management Engineering from the University of Padua (Italy). The focus of her research was the development of a process to envision emotion-focused new product ideas. She was a Professor at the Monterrey Institute of Technology and Higher Education (Mexico), teaching courses on creativity and innovation, user experience, and entrepreneurship.

Stefano Biazzo is Professor of Innovation Management at the University of Padua (Italy). He has published extensively both in national and international journals on product innovation and organizational innovation issues. Stefano Biazzo has over 20 years of experience in organizational change management, focusing on developing and disseminating concepts, methodologies, and tools to enhance firm performance through the adoption of innovation and foster continuous improvement. He has recently published with Springer ＂Product Innovation: Intelligence, Discovery, Development＂ (with Professor Roberto Filippini) and ＂Digital Business Models for Industry 4.0＂ (with Professor Carlo Bagnoli et al.).