Human centered innovation

Human-centered innovation

Effective innovation calls for a collaborative design approach that puts people at the center from the very start.

Designing effective solutions

At Philips Experience Design, our multidisciplinary teams work closely with clinicians, patients and consumers to gain a deeper understanding of the challenges they face. We use these insights to create new and unexpected solutions that are explored from three perspectives: user experience, technical feasibility and business viability.

Our approach to human-centered innovation​

We call our design approach, Cocreate. Collaborating closely with clinicians, patients and consumers, it provides an in-depth understanding of people to help us articulate challenges and discover new and unexpected solutions. Our award-winning tools and techniques support our process. They are designed to help address challenges and stimulate new thinking.

Our proven approach delivers enriched experiences

On a strategic level, we help determine where our focus needs to be. On a conceptual level, we define and accelerate ideas into propositions and concepts. And on an executional level, we translate propositions and concepts into products and services.

Enriched experiences


We immerse ourselves in people’s daily lives and explore the wider context of their challenges.


To transform insights into ideas, we explore creatively, then analyze and converge on potential solutions.


Based on the current situation, we define the challenges and opportunities at hand.


To make ideas tangible, we build prototypes, test them with users and draw insights to move forward.

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