Why the Big idea doesn’t need to be Big

Interesting article on how innovation and positive change doesn’t rely on the huge, ground breaking idea, but on bringing a fresh perspective to classic problems .. It draws on some interesting research that found the further a problem is from a persons specific area of expertise, the more likely they were to solve it.

This made me reflect on some of the best interface work we’ve done, like selling additional theatre tickets to performances during the online subscription process. This insight came from complaints users made online, and to implement it we had to argue against long held beliefs and behaviours of Box office. A small change to the interface, resulting in a step forward for the end-user.

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