Design to Value (DTV)

Abstract

In our highly competitive world it becomes ever more important that products address what customers value in various circumstances. Asking around in your office or home environment, you can immediately find out that for a given product or service, value is very subjective. It is difficult to establish the value of a product because for one and the same product, different people will apply different criteria to assess if they would receive a good or bad value in return for their invested money. Price is measured in numbers and is obvious to each consumer, yet what is value?