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Conclusion: User Centred Design (UCD) and Design Thinking are terms that are often used interchangeably. However, each approach is better suited to different scenarios and understanding the strengths and focus of each approach enables organisations to build capability and processes that leverage the opportunities presented by each to maximise service innovation and new product service design. While often used as approaches to identify and design products and services with a technology focus, they are in no way limited to technology elements. Not only is it important to leverage the most appropriate approach but organisations also need to build and apply skills and knowledgeable internal resources in the most effective manner to yield the expected results from these experiential methods.

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