Journal
BUSINESS STRATEGY AND DEVELOPMENT
Volume 5, Issue 3, Pages 209-221Publisher
WILEY
DOI: 10.1002/bsd2.192
Keywords
design thinking; journey map; precision agriculture; sustainability-oriented technologies; user involvement
Categories
Funding
- Alexander von Humboldt Stiftung
- Ministry of Innovation, Science and Research [313/323-400-002 13]
- Projekt DEAL
Ask authors/readers for more resources
This article highlights the challenges and importance of involving users in traditional sectors like agriculture, especially with the emergence of technologies like precision agriculture. It discusses the applications of journey maps in collaborating with users and stakeholders to explore user experiences, identify needs, and generate value propositions with relevance. Overall, the research emphasizes the relevance of journey maps in traditional sectors undergoing disruption and their broader usefulness in facilitating coordination among diverse actors for innovation adoption and success.
This article foregrounds the challenges and necessity of promoting user involvement in traditional sectors, especially those that constitute strong pillars for sustainable development. As a case in point, the emergence of precision agriculture technologies requires novel methods to integrate users in innovation processes. Accordingly, this article discusses three applications of journey maps developed in collaboration with users and other stakeholders in the context of agriculture. We illustrate how design-thinking tools such as journey maps offer the means to explore user experiences, spotting previously unknown needs or problems, generate value propositions with meaning and relevance, and foresee implementation issues not directly related to the technology in focus. This research, thus, contributes by first describing applications of journey maps which are relevant for traditional sectors that are undergoing disruption, and second, by highlighting the broader usefulness of such tools for facilitating coordination among the diverse actors who are ultimately central to innovation adoption and success.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available