“…The pragmatic reason accentuates that participation of non-designers increases the quality, applicability and usability of the designs (Bradwell & Marr, 2008;Carroll & Rosson, 2007;Hyysalo & Johnson, 2015;Kristensson & Magnusson, 2010;Lundström, Savolainen, & Kostiainen, 2016;Steen, 2011). The innovativeness-related reason highlights that participation of non-designers increases the amount of and innovativeness of ideas and design outcomes (Kristensson, Magnusson, & Matthing, 2002;Mitchell, Ross, May, Sims, & Parker, 2016). Finally, the commercial reason emphasizes that participation of non-designers, especially of the future customers, strengthens the brand, builds customer loyalty and, ultimately, increases competitiveness and revenue of the organization (Kristensson et al, 2002;Sanders & Stappers, 2008;Steen, Manschot, & De Koning, 2011;Vargo & Lusch, 2004).…”