Design Customer Value (DCV) is a customer-focused approach to product or service design that prioritizes the needs and preferences of the customer above all else. The goal of DCV is to create products or services that provide the maximum value to the customer at a reasonable cost, while meeting or exceeding customer expectations.

DCV starts with a deep understanding of the customer, including their needs, preferences, and pain points. This information is used to inform the design process, with the focus on creating solutions that address the customer’s needs in the most effective and efficient way possible. The design process may include prototyping, testing, and iterating on the design to ensure that it meets the customer’s needs and provides the desired level of value.

The end result of DCV is a product or service that is designed to deliver maximum value to the customer, which can help to increase customer satisfaction, reduce costs, and improve overall business performance. By focusing on the customer at every stage of the design process, DCV helps organizations to create products and services that truly meet the needs and preferences of their customers.

Hypothesis validation cycle.

The concept of value, as it is presented in the post is strongly linked to the capability
of obtaining information from different industrial stakeholders. Enterprise collaboration is
therefore critical for the application of the Value Driven Design methodology, thus a
shared commitment among stakeholders toward its implementation is necessary. In this
spirit, partner companies has to be able to “speak the same language”, that is, they need to
share a common understanding of the main terminology used. To this concern the terms
“value dimension”, “value drivers” and “quantified objectives” have been proposed to
guide the value analysis. Those terms have been defined from the empirical study in the
aerospace sector, and should not be seen as the unique answer to the need of establishing
a defined terminology. Eventually a different terminology might result to be more
suitable in context other then aerospace design.


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