UCD4SME: Small to Medium-sized Enterprises involving their users and clients for product innovation

Abstract

An increasing number of Small to Medium-sized Enterprises (SMEs) starts to realize the opportunities offered by User-centred Design (UCD). The issue is that our understanding of UCD either comes from large companies or is developed in an academic setting, without taking SMEs into account. This research project demonstrates that in order to make use of UCD in the context of SMEs, the strengths of SMEs play an important role (such as project-based development, involvement of different internal stakeholders and existing relations) by adding to the existing way of work and making SMEs aware of the opportunities that users and clients present. This dissertation provides understanding of how product innovation takes place different in SMEs in comparison to large companies and discusses the current state of applying UCD in SMEs. In ten different cases where SMEs were supported by design agencies UCD methods that are rather new and un-established within the SME practice are applied in design projects. These cases demonstrate that all UCD methods can be applied in SMEs, but require a different approach to implement them in the daily practice of SMEs. Furthermore, even though all cases started of with a product oriented design brief, many of the results had wide implications for the organization (such as for maintenance and marketing) and not only dealt with products but also with services. The outcome of my research is an approach that aims to support SMEs in applying UCD for product innovation in their daily practice. This approach is a combination of a design process commonly used by SMEs (based on impulses, work with great flexibility and iterations), and three challenges that are faced by SMEs when dealing with UCD (becoming aware of opportunities as they present themselves, learning to apply UCD methods and using UCD in the daily practice), the elements that enable SMEs to make use of UCD within their practice (an engaged entrepreneur, being supported by a UCD expert and how to use the gathered user insights within the organization) and has varying degrees of learning experiences. The resulting knowledge can be employed to inform and inspire SMES and UCD experts in applying UCD in SMEs in order to design new products that better fit the needs and desires of users and clients. This dissertation discusses the changing role for designers when working with SMEs. Due to their nature, SMEs are closely involved in projects and like to participate actively. Therefore, designers no longer act as provides of design solutions, but also as a coach or facilitator for SMEs in applying UCD.