This graphic illustrates the different stakeholders within a project, the different perspectives and interpretations involved in a creative collaboration, AND the need for a Design Thinker at the very beginning to align and guide the creative process. “What the customer really needed,” is accurate to what the customer has in mind; but, there could be one more panel of what was created to exceed the customer’s expectations and WoW! them or completely change the swing industry. The products and services which revolutionize an industry are those which begin with the “tire swing” and create something that expands the user’s experience. The Designer considers the gap between the customer’s needs and expectations and what we currently know, to create a new space, a new product and a new experience.
Note: I am looking for the creator of this graphic. Please contact me if you know the source.