DATA-DRIVEN DECISIONS IN PROTOTYPING AND PRODUCT DEVELOPMENT: A FRAMEWORK FOR UNCERTAINTY AND DECISION-MAKING

We propose a framework, established in the literature on uncertainty and decision-making, that guides the development of effective prototypes that inform the design of products and systems in a way where digital, big-data become central to the design process. Ultimately, we seek to move design thinking to the new domain of digitization of organizations and product platforms so that the gap between data-driven decisions and creative solutions is bridged through design thinking.