Geraint Edwards is Chief Growth Officer at tangerine, a UK-founded international design consultancy that helps companies to make creative leaps through the design of innovative products, services, and customer experiences. Geraint joined tangerine in 2020 and his appointment builds on the consultancy’s offer in growth sectors for the business, expanding its capabilities in service and experience design. He has recently led a project to craft the user experience at the Grand Egyptian Museum in Cairo and has also worked with longstanding tangerine clients LG and Nikon on design and innovation projects looking at future business models and products for emerging market sectors.
Design has always been about creativity and innovation, but in the last few years, it's come to mean something different. Now we think about human-centered or customer experience-driven designs that take into account what customers want from our products instead of just designing them. Merely guessing at what consumers might require is insufficient - you need an understanding not only of your market and their needs/desires; but also of evolving your service for the new market.
“Product design is now really known as quite a digital product design and a lot of different businesses talk about their product as their offer and this is something that tangerine helped an array of different clients and companies around basically innovating on their offer, and that is often referred to as a product.”
“Decades ago, our offer only we only dealt with the R&D department right of our clients and it was a niche kind of nice to have design engineering side of the offer for that client. But more now we're working with the board level because they're becoming design-led organizations. And they’re actually trying to work out what that means in terms of their purpose and their mission to be design-led and to be human-centered.”
“Customer experience design and design thinking can help nearly every sector. So every sector can really grow and evolve from embracing the new design mindset that the methodologies that you're encouraged to use when thinking about how to evolve your offer for new venue users, but that's the key thing is that you've got to have appetite to go after and you want to have to either evolve your offer or incrementally improve your offer to go and grow to a new sector and new market.”
“To grow internationally, you got to be empathic to the people in those different markets. And that's really what user-centered design human-centered design does and the methodologies that we and hundreds of other design consultancies use is to really go and help our clients understand that market and I think that's the key part of our offer. And traditionally, it was pure product design, but more and more now, that's not enough. You need to think about, you know, end-to-end experiences people talk about in a holistic design solution.”
ABOUT THE HOST
Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
ABOUT THE GUEST
Geraint Edwards is Chief Growth Officer at tangerine, a UK-founded international design consultancy that helps companies to make creative leaps through the design of innovative products, services, and customer experiences.
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