It is a widespread phenomenon that science and technology are viewed differently even though they are generally connected. At the heart and soul of innovation is creativity. Today innovation is progressing at a rapid rate with many technologies identified as major scientific breakthroughs. The use of digital technology is viewed as a strategic priority for SMMEs within the developing countries in the current environment to transform the economy and improve the quality of life for the citizens.

In User Research discipline, being creative is extremely important because not all situations in which research occurs are ideal. Thus, it may take new and innovative research methods to extract information needed to design and develop new products. It also takes creativity to recognise that a common practice might have a useful application. To research, design, develop, build and test a new product does not necessarily mean SMMEs must understand the full principles behind modern technology phenomena. However, an understanding of technology phenomena can also play a role in bringing new products to the SMME marketplace. The development of a new product gives rise to innovations in the form of new services or processes. The biggest argument, however, is that inventions can also be innovations, but only if the new idea itself did not end with the invention. For example, inventions that became products found markets and still used today can also be called innovations.

Innovation is about introducing something new and different to the world that helps enhance people’s lives. If we constantly have the same experiences day in and day out, it becomes a big challenge to generate innovative ideas different from those that are consistent with everyday experiences. With fresh experiences come fresh perspectives. To push the limits of technology, SMMEs should cultivate ideas that are outside their normal boundaries. SMMEs should push against the limits of their own individual experiences and understanding around their daily marketing areas and user segments.

Fostering our natural curiosity about the world, and finding innovative ways of approaching problems can help SMME community to achieve ideal user experience design thinking. The main objective is to exploit the commercial aspects of industry sector through disruptive innovations and inventions as needed by SMME to compete against well-established counterparts. By applying these principles, SMMEs can discover innovative ideas that can lead to building sustainable business models with superior competitive advantages.

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