DISEÑO CENTRADO EN LAS PERSONAS EN DANOBATGROUP RAILWAYS

Abstract

This paper aims to show how Human Centered Design approach has been incorporated in an industrial company such as DanobatGroup Railways. Industrial companies frequently work within complex value chains where different agents from different fields of activity make buying decisions. In other words, different individuals are involved in decision making processes. This paper presents the approach followed by DanobatGroup Railways to incorporate Human Centered Design based concepts. Focusing on individuals involved in decision making processes, enables identifying key competitive factors around which DanobatGroup Railways might adapt its value proposition. In this way, DanobatGroup Railways will be able to build its value proposition taking into account these individuals´ needs and perceptions.