Just like actors practise a show before the live performance, technology is helping companies to have a dress rehearsal of how their products and services will be experienced.
The research of Professor Rob Austin looks at how companies use technology to quickly and cheaply create various prototypes of products that can be tested and perfected.
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“When you have cheap and rapid iteration, you don’t have to get it right the first time and you don’t have to worry as much about mistakes. You can afford to make mistakes and learn from them,” he said.
