Many researchers have studied creativity and the process of expert designers in an attempt to uncover a structure that can support design and innovation. What researchers have found is that human-centered design (HCD) is a key element of the creative process: designers have the ability to understand and translate “deep customer insights” into desirable and novel solutions [1].

Recently, Van der Bijl-Brouwer and Dorst [1] analyzed the kinds of human insights that researchers in the field of design and innovation recommend to gather to explore what defines deep customer insights. They found that, in an HCD process, designers can identify and analyze users' or other stakeholders' needs and aspirations on four different levels of depth: (1) the desired solutions (what product or service people want); (2) the desired scenarios (how people want to interact with a product or service);...

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