About the talk:

Matt Marsh is an expert in customer-centred innovation. With his long experience as head of the human factors design research and studio at IDEO, and more recently though his own consultancy Firsthand Experience, he helps businesses to maximise the fundamental appeal of new products, services and visitor experiences. He believes that all too often compelling business invention and technology opportunities fail because real people —users, customers, consumers, or citizens — aren't involved at an early enough stage or in the right way in the design process.

Recorded during: TEDxKraków 2011

About the speaker:

…designer with a passion for customers. He believes that all too often business invention and technology opportunities are wasted because real people aren't involved at an early enough stage, or in the right way, in the design process.

Original subtitles: Krystian Aparta

Translated by: Dorota Naumienko (reviewed by Krystian Aparta)