Driving Place Based Innovation podcast

7. Using Design to Drive Innovation

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The seventh episode explains how to use design to drive innovation in tourism. You will learn how design thinking can improve customer experiences, develop solutions to societal and environmental challenges and encourage behaviour change.

Projects should consider the public as partners in the design process. Community input can be successfully built into projects and adds value by facilitating stronger performance. Good project design results in a more immersive consultation process and saves money that can be spent on optimising project implementation.

In this episode, we'll be joined by:

  • Huw Lewis, Customer Services Director, Nexus 
  • Maria Larsson, Head of Innovation, Visit Skåne 
  • Tirsa Ramos-Pedersen, UX Service Designer and Researcher, Visit Skåne

In the episode, we learn that design is a future-oriented process that enhances the ability of destinations and businesses to thrive and remain resilient. Market research is fundamental to the process and different consultative methods should be used to maximise input during the process. Involving knowledgeable experts is also essential to ensure that plans are viable and efficient in terms of meeting their stated objectives.

There is a need for project coordinators to be accountable and responsible throughout the process and customise solutions to put the customer first. Communication is a key skill to bring all stakeholders together and to alleviate the conflicts created by the contrasting needs and opinions of different groups. Prototyping ideas and testing them in the market is crucial to ensure that the solutions will be successful in reality.

Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

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