Paper Title
Designing Concepts With Data

Abstract
Today’s companies intensely engage in new-creating activities, while simultaneously collecting more and more data. Data help designers and developers generate novel solutions ranging from minor improvements to major new services. Data also play a key role in understanding and designing the customer and user experience. This study examined seven successful startup companies to expand understanding of today’s practices and tomorrow’s possibilities in designing with data. This paper introduces a data-driven concept creation framework showing that data can be employed in improvements, optimization, experiments and new solutions. The aim is to meet the need for new, data-oriented approaches in design and front-end innovation, driven by digitalization, servitization and automatization. Keywords- Concept Design, Front-End Innovation, Experience Data