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Applying Design Knowledge to Create Innovative Business Opportunities Identifying possibilities of how design knowledge can contribute to organizational knowledge to identify innovative business opportunities

The goal of this study is to present mechanisms by which design knowledge in understanding "how" and "why" users interact with products can contribute to organizational knowledge to identify new business opportunities. Based on the analysis of product development cases the study validates the hypothesis that design knowledge is seldom applied by organizations to identify new business opportunities. Therefore, based on discoveries and insights from the cases, this study proposes two processes through which design knowledge expertise in understanding "how" and "why" users interact with products can contribute to organizations: (1) it can contribute by researching existing user needs, desires and expectations to identify opportunities to improve existing business; and/or (2) it can help to "discover" innovative business opportunities through the analysis of user values and behavior to develop products that offer a new value proposition for users.