Which of the following best describes the role of the customer in a design experiment?

The role of the customer in a design experiment is primarily centered on discovery and experience. When customers are involved, they engage with the proposed solution in a way that allows them to interact directly with it. This hands-on experience is crucial because it enables designers to observe how the customers use and perceive the solution in real-time. By discovering how the product or service fits into their lives, customers provide insights that go beyond mere feedback; they showcase the practical implications of the design.

Customers, in this context, are not just passive recipients of a finished product but active participants in the design process. This experiential involvement helps designers understand the customer journey, unearth pain points, and identify areas for improvement. Ultimately, the objective is to design something that not only meets needs but also delights the customer, making their experience integral to the innovation process.

While validation of design assumptions and feedback are important aspects of customer involvement, the emphasis on discovery and experience is what truly informs and enhances the design iterations.