Paper Title
Designing Concepts With Data

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