Fields of innovations

As a communication tool, the Design Value Calculator presents five levels of design questions. The questions complement each other to form a compact whole. The five levels of questions related to the design of a company's product: 

• Identifies areas of innovation.

• Compares the position of the products of the firm represented by the research participants against competing products in the market.

• Identifies the position of design experts involved in the product design process.

• Assesses the extent to which the research participant thinks about the preferences of their customers and knows their wants.

• Selecting from four predefined options, it suggests possible areas for improvement but leaves room for other suggestions from the research participants.

Question set 1 defines the area of innovation that management is addressing. The questionnaire offers the following options, of which the first two relate to the company's products and the other three relate to the strategy of other company processes. The areas of innovation can be as follows: 

• Služby = services 

• Marketing methods

• Vztahy se zákazníky = Customer Relationships

• Zboží = Goods and products

• Procesy = Internal Company Processes

The research participant is asked to select one area of innovation to focus on during the research. Each area of innovation is occupied by one card, which the research participant places on the board. Examples of the cards are shown in the figure below. The pictograms on the cards are important because their design is eye-catching and will help to choose the next correct course of action to populate the board game.