Our approach to human centered innovation

In today’s complex and ever-changing world, it’s impossible to innovate alone. Transforming the delivery of health and building a sustainable business in this challenging context calls for a different, more human centered approach to innovation. At Philips, we call this Cocreate.

Cocreate focuses on people and is built around three core beliefs:  


  • Start by involving customers & users, so we can innovate with them rather than for them.

  • Bring together people from different disciplines to have broader knowledge and solve complex challenges.

  • Help all participants collaborate, explore opportunities and challenges so they can come up with breakthrough solutions.
People network

We facilitate human
centered innovation

Cocreate helps you build smart, value-creating solutions

Cocreate allows you to gain an in-depth understanding of people in a specific context. It helps you sharply articulate their challenges and what they really value. You discover new and unexpected solutions, make these tangible and test them to understand how they improve people’s lives. It’s all about doing, learning and adapting as you go.
Understanding people
Understanding people
in a specific context
Sharply articulating
Sharply articulating
what they value
Transforming insights
Transforming insights
into concepts
Building & testing
Building and testing
concepts using a continuous learning approach

We facilitate human centered innovation at strategic, conceptual and executional level

Whether you work for the markets, a business or Innovation & Strategy, we can help you on a strategic, conceptual and executional level. In each case we apply Cocreate in customized formats and support you with specific tools.
We facilitate human centered innovation at strategic, conceptual and executional level


Scout for opportunities and decide where to act and what to focus on


Define and accelerate ideas into propositions and concepts


Further translate propositions and concepts into actual products and services

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"With Cocreate we can unleash the full power of creativity that exists within every corner of our organization."

Sean Carney

Chief Design Officer, Philips Design

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