Retracing an evolution of meanings for design-driven innovation

In this paper we explore how to enrich design-driven innovation by considering the dynamic nature of such innovation as a result of history and evolution. Design-driven innovation takes distance from users in their current context, but instead proposes radical new meanings to users that address new potential needs. Here we look at how design-driven innovation can be based on a thorough understanding of a product/service's current meanings and lost meanings of its predecessor(s). We investigate this assertion with an action oriented case study using a research through design approach. Within the context of recorded music, and using script analysis theory to define meaning, we studied the evolution of album covers. As a result, we were able to come up with two radical meaning innovations for album covers. We conclude that the investigation of the evolution of meaning of a series of products/services –from the past up to the present– can help designers to depart from current meanings more radically, and more purposefully. We thus hope to inspire design to go beyond studying meanings in temporal isolation, taking into account meaning as a result of history and evolution for the purpose of design-driven innovation.