Empathic design for wood product innovation based on genuine customer needs – A test application on Swedish builders

This study aimed at identifying the problems and needs connected with builders' use of wood products in building and renovation projects and developing a method to channel these needs into product innovation activities. It is built on the understanding that users of a wood product experience needs that may reveal themselves only when a product is used. Therefore, the empathic design was used to detect these needs. Two building contractors and two apprentices were studied for five working days at two renovation projects. In total, 11 product and service needs concerning wood products were identified. Most of the identified needs were related to the potential for time savings. The needs were later presented and discussed in a workshop with a team of persons from different parts of the wood product supply chain and innovation concepts were outlined. The workshop participants found the approach both informative (about hidden needs) and productive (by generating new product ideas). Although the results must be generalized with caution, the study indicates that an empathic design method, integrated with an idea-generating stage, is a suitable approach for product development in the wood sector.