User-Inspired Design. Co-creation processes vs. business-to-Customer industry

User-Inspired Design can be defined as the discipline relating to a new idea of what innovation means today in the design field. This idea derives from the consciousness that innovation does not just relate to high-tech fields. Innovation affects also products and services, public and private bodies, factories, research centres and universities, which all aim to renew and be competitive in their own fields. Three different kinds of innovation have been determined: price-driven, research-driven, user-driven. Companies, sometimes, use a combination of these three types of innovation. It seems clear that research in high-tech does not take you straight to high innovation in the performances of products and services that relate to them. There is a new idea that focuses on “users’ needs”. Bodies, companies, industries must meet users’ needs in order to be competitive. User-driven innovation is a strategy that points out - co-creation processes - a complete knowledge of users’ needs based on B-to-C industry.