How often do we do things without asking why we do them this way? What if there is another way? How often do we default to scenarios deeply engraved in our habits? Many truths will fall down one by one when we just dare to imagine, to think about ideas from a neutral perspective. What if...

With the Customer Value Journey ending—although it is a beginning, not the end—I am inviting you for the final stroll along the path, this time considering what it means to be Human Center(ed) - inspired by a video by Don Norman (Nielsen Norman Group).

Design research is used to get a deeper understanding of the different approaches that are taken to a design task. Skill and competency models are part of the designed world. Over the years Ibbaka has evolved its own approach to their design, which we update here.